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Sem - Module4

This document discusses key aspects of sports marketing. It notes that sports have an ephemeral, emotional nature and marketers cannot control the core product. Sports marketing involves communication between sports providers and consumers to match demand and supply. The sports market involves various producers, consumers, and intermediaries. Sports marketing can involve marketing of sports events, equipment, or betting, or marketing through sports via sponsorship, endorsements, or being an official supplier. Crucial elements of sports marketing include identifying new opportunities, maximizing brand impressions, and timing sponsorships strategically during periods of success.

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Tuhin Subhra Samanta
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62 views18 pages

Sem - Module4

This document discusses key aspects of sports marketing. It notes that sports have an ephemeral, emotional nature and marketers cannot control the core product. Sports marketing involves communication between sports providers and consumers to match demand and supply. The sports market involves various producers, consumers, and intermediaries. Sports marketing can involve marketing of sports events, equipment, or betting, or marketing through sports via sponsorship, endorsements, or being an official supplier. Crucial elements of sports marketing include identifying new opportunities, maximizing brand impressions, and timing sponsorships strategically during periods of success.

Uploaded by

Tuhin Subhra Samanta
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Sports & Entertainment

Marketing

Module 4
Sports
Special Nature
• Ephemeral, experiential, subjective
• Personal and emotional identification
• Social facilitation
• Inconsistent, unpredictable
• Marketers cannot control the core product

IIM Ranchi MBA 2019-21


Sports or Sport?
• Sports: The game + Organisations
• Sport: Sports + All ancillaries
• Marketing
• Communication between sports product provider and sports consumer
• Means of matching demand and supply
• Not transaction-consumption based concept

IIM Ranchi MBA 2019-21


Market

Producers
Consumers Intermediaries
Products
Athletes
Spectators Events
Owners
Participants Sporting goods
Federations / Leagues
Corporates Sports training
Sponsors
Sports Information
Media
Betting
Agents
Equipment manufacturers

IIM Ranchi MBA 2019-21


Macro-environment

Political Economic Socio-cultural

• Media industry • Free market • Demographics


regulations • Spending on • Sports in
• Wage sports turning curriculum
legislation essential • Opinions
• Work permit • Interests
issues • Class structure

IIM Ranchi MBA 2019-21


Macro-environment Contd.

Technological Environmental Legal

• Performance • Impact of • Employment


analysis tools geography legislations
• Distribution and • Carbon footprint in • Performance
logistics global events enhancement
issues
• Match fixing
• Betting; legalization
of

IIM Ranchi MBA 2019-21


Micro/environment
• Customers
• Employees
• Media
• Suppliers
• Shareholders
• Government
• Competitors
IIM Ranchi MBA 2019-21
Competition

Sport Non-sport

On-field Business Direct Substitute Indirect

IIM Ranchi MBA 2019-21


Approaches
• Marketing of Sports
• Games
• Events
• Equipment
• Betting, Broadcast
• Marketing through Sports
• Sponsorship
• Naming rights
• Product endorsement
• Official supplier/partner

IIM Ranchi MBA 2019-21


Domains Marketing
through
Marketing
of
Sports Sports

Traditional Use Theme Product


Level of
integration

Sponsorship
based Alignment Sports

Non-sports related Sports related

Fullerton and Merz, 2008 Type of product IIM Ranchi MBA 2019-21
Domains Marketing
through
Marketing
of
Sports Sports

Traditional Use Theme Product


Level of
integration

Sponsorship
based Alignment Sports

Non-sports related Sports related

Type of product IIM Ranchi MBA 2019-21


Domains Marketing Marketing
through of
Sports Sports

Traditional Use Theme Product


Level of
integration

Sponsorship
based Alignment Sports

Non-sports related Sports related

Type of product IIM Ranchi MBA 2019-21


Domains Marketing
through
Marketing
of
Sports Sports Traditional Venue naming
Sponsorships rights

Traditional Use Theme Product Licensing Endorsements

Level of
integration

Sponsorship
based Alignment Sports

Non-sports related Sports related

IIM Ranchi MBA 2019-21 Type of product


IIM Ranchi MBA 2019-21
Domains Marketing
through
Marketing
of
Sports Sports

Traditional Use Theme Product


Level of
integration

Sponsorship
based Alignment Sports

Non-sports related Sports related

Type of product IIM Ranchi MBA 2019-21


IIM Ranchi MBA 2019-21
Crucial Elements
• New opportunities
• New sports – extreme sports, e-sports
• Gross impression
• No. of times a product or service is associated with an
athlete/team/entertainer per ad/game/show
• Timing
• Winning streak
• More success, more competition

IIM Ranchi MBA 2019-21


Thank You!!

IIM Ranchi MBA 2019-21

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