Economy Sports Marketing Courtney Sharpe and Jamison Sampson

Economy: Sports Marketing Courtney Sharpe and Jamison Sampson

What is sports marketing? -Field of marketing -Advertising, promotion, sales -Sporting events, players, teams -Includes all levels

History Product placement 1870’s tobacco cards Main purpose changes Olympics

Types of Sports Marketing

Commercials https: //www. youtube. com/watch? v=mkc. Wmdwa. TQE

Banners/Logos

Stadiums

Equipment

Sponsorships

Why is it effective? Role models Huge audience Subliminal association with success People are passionate

Who does it effect? Children Fans Ex-athletes with identity crisis Those interested in bettering health

Small Scale Timbits Minor Hockey Sociological Imagination “The vivid awareness of the relationship between personal experience and the wider society. ”- C. Wright Mills

Hey Big Spender NASCAR Being a primary sponsor at Sprint cup costs 350, 000500, 000$ per race

Celebrity Endorsements Why? 1. Build brand equity 2. Help people remember Ads 3. Believe the product results in star status 4. Stand out How? super

Strange endorsement deals Ray Lewis for Snuggie Tom Brady for Uggs Joe Namath for Beauty Mist Pantyhose

SUCCESS STORIES Lou Gehrig George foreman Danica Patrick

Jordan Michael Jordan Former NBA Basketball player Best of all time Built brand off himself https: //www. youtube. com/watch? v=xm. PJl Maj. Vi 4

Scandals “You could pay tens of millions of dollars to partner these athletes and if you have to abandon this campaign it’s potentially a big loss in your books” – Shaun Crossner

Unrelated Advertising “a 30 second spot during the Super Bowl went for almost 3 million dollars” “Sports Sponsorship accounts for the largest sector of the marketing industry.

Mean Joe Greene First time a non-sport related company used sports for advertising (1979) https: //www. youtube. com/watch ? v=-oai. V 8 MQH 7 s https: //www. youtube. com/watch ? v=yq. T 1 DUBt. Lc. M

Kevin Clancy and Peter Krieg study • 2007, 55% of participants when they think of Olympics think of Visa

Advantages/ disadvantages “ sports are near and dear to so many people, they are already passionate about their favorite teams and sport activities, by sponsoring those companies or marketers hope to tap in on a key passion point and gain positive association by supporting this activity that people love” – Bill Chipps

Only one main downside Could cost a million dollars

Case Study Kia motors Allowed kia to reach a large audience Links it to superiority in another field Involved with FIFA 2002 Partner now until 2022

“Sports marketing success lies in predicting the unpredictable” There is no guarantee the product will be successful just by using sports marketing All it guarantees is that a different audience than normal will see the product

References http: //teamsportsmarketing. com/the-text/the-fan/why/ http: //www. marketing-schools. org/types-of-marketing/sportsmarketing. html http: //www. forbes. com/forbes/welcome/ http: //www. ft. com/intl/cms/s/0/ece 33 fda-ff 90 -11 e 2 -a 24400144 feab 7 de. html http: //businesscasestudies. co. uk/kia-motors/using-sportsmarketing-to-engage-withconsumers/marketing. html#axzz 3 qeez. OERn

References http: //auto. howstuffworks. com/autoracing/nascar-basics/nascar-sponsorship. htm http: //www. sportsnetworker. com/2011/08/30/thepowerful-reach-of-sports-marketing/