SM-02_markets

SM-02_markets - IntroductiontoSport Marketing Lecture2:...

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Introduction to Sport  Marketing  Lecture 2:  Sport Markets
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Lecture 2. Overview Describe the size and scope of the sport industry. Identify the differences between the three sport sectors  and their roles in sport marketing.  Explain the unique features of sport as a product.  Describe how the special features of sport impact upon  sport marketing.
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The Sport Industry Government  departments of sport and recreation, at State or County and  Federal or national level. The media print, television, cable, satellite and the Internet. Educational providers universities and private providers which teach sport  management, recreation, sport product design etc. Researchers  those who study the sport market, consumers, exercise  physiology and sport medicine. The transport and construction sector  contributes the building of venues. Corporations and private enterprises  contribute through sponsorship. Volunteers  those who support clubs and associations.
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Value Chain of the Sport Industry  
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Three Sectors of Sport Government Sport Sector Governments get involved because sport has potential for social,  economic and political benefit. They provide funding, facilities, training institutes, health programs  and regulation. Non-profit Sport Sector Organisations that are concerned with public good, not money. They  tend to be specialised and run by volunteers.  Corporate Sport Sector Organisations concerned with making money through sport.  Includes professional clubs and teams, manufacturers, media, and  service providers.
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Size of the Sport Industry The size of the sport industry can be measured in a  number of ways: how much money consumers spend on sport   how much money governments contribute how much money corporations contribute how many people are employed in the industry How many people volunteer in the industry It is extremely difficult to calculate accurate statistics on  these aspects of sport. It is only possible to consider estimates, or approximate  calculations.  
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Estimates of the Size of the Sport Industry Spending In 2004-2005 Australians spent an average of AUS$887 per  week on sport and recreation goods and services  Participation In England it is estimated that 21% of the adult population (8.5  million people) take part in sport at least three days per week. Employment
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This note was uploaded on 11/10/2011 for the course MKTG 4870 taught by Professor Deborahlester during the Fall '11 term at Kennesaw.

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SM-02_markets - IntroductiontoSport Marketing Lecture2:...

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