Sports Marketing Profile Categories of Sports 2 Chapter

Sports Marketing Profile Categories of Sports 2

Chapter Objectives Define sports marketing. Identify the different categories of sports. Differentiate between amateur sports and professional sports. Discuss the significance of international sports. Explain the significance of women’s sports. 3

Sports Appeal and Marketing People spend time and money on sports because they feel excitement and are entertained by the competition and spectacle of sports. Sports marketers sell sports, games, and services to these fans. 4

Sports Appeal and Marketing The two major components of sports marketing are: The marketing of sports Marketing through sports marketing all the marketing activities designed to satisfy the needs and wants of sports consumers 5

A Brief History In 1923, Wilson Sporting Goods signed professional golfer Gene Sarazen to a deal that lasted until Sarazen passed away in 1999. William “Bill” Veeck was inducted into the Baseball Hall of Fame for his innovations in sports marketing. Linking athletes to corporations was the brainchild of agent Mark Mc. Cormack. Arnold Palmer connection 6

Careers in Sports Marketing Examples of jobs in sports marketing include: Scriptwriter Producer Ticket agent Luxury-box sales representative Food and merchandise sales representative Group-ticket salesperson 7

From X-Games to E-Tainment The cyber-revolution has positioned Operating an e-tail business on an channel—the Internet as electronic a major channel for Web—can be costly, sports due tomarketing. design, delivery, and Case inreturns, point: ESPN operating expenses. Internet Ventures. From its humble in 1979 ascrashed a smallin cable Though Many largerbeginnings dot-com companies the TV 1990’s, stationsmall in Bristol, Connecticut, the Entertainment and stores like Harris Cyclery of West Newton, Massachusetts, actually increase sales a basic Sports Programming Network evolved intousing ESPN, Inc. Web site. ESPN. com Today, a third of Harris’s bicycle business in on Then became the hub of ESPN on therides Internet, the Web to getbusiness hard-to-find parts personal service. covering sports news, alsoand offering video games, e -tail stores, ESPN magazine, and more. Describe an e-business’s home page to your class after viewing one throughon marketingseries. glencoe. com. For more information sports and entertainment marketing, go to marketingseries. glencoe. com. 8

1. Define sports marketing. 2. Name a pioneer of sports and marketing and identify his or her contribution. 3. Name three jobs in sports marketing. 9

Variety of Sports and sporting events can be classified into the following categories: Amateur High school College Professional 10

Amateur and Professional Sports consumers are not attracted only to professional sporting events. A sports consumer finds interest in the sport and not just the classification or level of sport. 11

Amateur Sports High school, college, or any recreational player is considered an amateur athlete a person who does not get paid to play a sport Amateur sporting events attract a large number of fans, attention, and money. 12

High School Sports The goal of the National Federation of State High Schools Association (NFHS) is to make sure that students benefit from a balanced educational and athletic experience. In many communities, high school sports are a source of pride and part of tradition. Regional influences affect the popularity of sports in the United States. 13

College and University Sports Sporting events at the college level are very popular and extremely competitive in all regions. NCAA a national organization that governs college athletics and oversees important decisions pertaining to athletics The National Collegiate Athletic Association (NCAA) NCAA posts its guidelines and rules on its Web site at www. ncaa. org. 14

Professional Sports The income of a professional athlete is paid for by his or her employer, who is the team or organization. professional athlete an athlete has the will and ability to earn an income from a particular sport Professional athletes also have the opportunity to earn income from endorsements. 15

Professional Sports Teams in professional sports are considered fully functional businesses. It is the main purpose of teams to get the best players in order to win events and attract fans who will purchase tickets and merchandise. 16

Other Categories of Sports Other categories of sports include: Olympic Games Athletes with disabilities International sports Women’s sports Extreme sports 17

Olympic Sports The first Olympic game was held in 776 B. C. The Olympic Games grew and continued to be played every four years until they were abolished in 393 A. D. The Olympic Games were revived in 1890. The International Olympic Committee (IOC) plans the games and oversees issues and decisions. The Amateur Rule was overturned in 1986. 18

The Wide World of Paralympics The Paralympic Games are Olympic-style games for athletes with disabilities. In 1968, Eunice Kennedy Shriver organized the First International Special Olympic games. Special Olympics currently serve one million people in more than 200 programs in more than 150 countries. 19

International Sporting Events Popular sports around the world include: Soccer (the World Cup) Biking (the Tour de France) Cricket Rugby Each of these sports provides entertainment to the sports consumer and new challenges to sports marketers. 20

Women’s Sports The status of women in sports has advanced in the 20 th century. As early as 1932, Olympic gold medalist Mildred “Babe” Didrikson Zaharias not only excelled at most sports, she was also an impressive sports promoter. 21

Women’s Sports On June 23, 1972, the enactment of Title IX, the Education Amendment, advanced girls’ participation in sports. 22

Women’s Sports On June 23, 1972, the enactment of Title IX, IX the Education Amendment, advanced girls’ participation in sports. Women’s amateur and professional sports organizations have taken substantial steps in involving women in sports. Title IX a law that bans gender discrimination in schools that receive federal funds 23

Extreme Sports Extreme sports are relatively new to sportsmarketing efforts. extreme sports that involve nontraditional, daring methods of athletic competition Corporations have begun to market products toward a new target market by promoting extreme sport drinks, clothing, and other merchandise. 24

Sports Categories Olympics Paralympics Amateur Recreational Sports High School Extreme Professional College 25

1. What are the four main categories of sports? 2. Which category is the most costly and marketed of all categories? 3. List three other categories besides professional and amateur sports that reflect the “wider” world of sports. 26

Checking Concepts 1. Define sports marketing. 2. Explain the differences between the marketing of sports and the marketing through sports. 3. Identify the different categories of sports. continued ofmay sports 1. 2. 3. Marketing Sports marketing is Answers involves television and all the activities include amateur that radio advertisements designed to meet sports, professional are used to promote an actual event orand game, like the needs sports, high school the Super Bowl, the wants ofcollege sports, Indianapolis 500, or and the consumers through university sports, Olympics. Marketing through sports occurs exchange Olympic sports, when companies, such as processes. Paralympic sports, Nike or Gatorade, international sports promote their products to the consumersports, by using a women’s connection to sport and extreme sports. (typically using a sport personality). 27

Checking Concepts 4. Explain why the sports consumer is not just attracted to professional sports. 4. An 5. 6. Some Sports amateur international consumer athlete may has sports the bemay interested desire include to in play soccer, thebut basketball, does not noncommercial, get jai alai, paid, bicycle while a competitive professional racing, cricket, nature athlete and 5. Name one difference of has rugby. amateur the will sports. and ability to earn a between an amateur living playing sports. athlete and a professional athlete. 6. Name five or more international sports. continued 28

Checking Concepts 7. Identify one significant female athlete in sports history. Critical Thinking 8. Discuss some factors that contribute to the popularity of extreme sports. 7. Extreme 8. Athletessports may attracts fans because it include Babe involves nontraditional, Zaharias, Billie daring methods of Jean Martina athletic. King, competition. Navratilova, Media exposureand through others. ESPN and promotional efforts by star extreme athletes have also contributed to the growing popularity of those sports. 29

30

End of