4711_ch1_net-1 - 1-1Chapter 1Chapter 1An Introduction to An...

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Unformatted text preview: 1-1Chapter 1Chapter 1An Introduction to An Introduction to Sports MarketingSports Marketing1-2Marketing DomainsMarketing Domains•Primary Focus of Marketing Efforts–Marketing through Sports•Traditional – Incorporate sports into the firm’s marketing efforts•Sponsorship – higher level of integration of sports into the marketing strategy–4 types–Marketing of Sports1-3Marketing Through SportsMarketing Through Sports•Traditional Strategies–Sports as a Marketing Platform•Reaching Similar Target Market1-4Marketing Through SportsMarketing Through Sports•Sponsorship Strategies–Traditional•Coca-Cola and the Olympics–Venue Naming Rights•Coors Beer and Coors Field (Denver, Colorado)–Licensing•Rival (Crock Pots) and NASCAR–Endorsements•Tag Heuer Watches and Tiger Woods1-5Marketing of SportsMarketing of Sports•Examples of “Sports Products”–Access to Spectator Sports Events•Tickets or Media-based access to the British Open–Access to Participation Sports Venues•Membership to Gold’s Gym–Sporting Goods and Apparel•Adidas Football and Team Uniforms1-6Spectator SportsSpectator Sports1-7Local EventsLocal Events•Draw Fans from Small Geographic Area•Promote Using Local Media•Examples–Minor League Team–High School Sports–Local Amateur Competitions1-8...
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4711_ch1_net-1 - 1-1Chapter 1Chapter 1An Introduction to An...

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