Winning is not just winning at the goal post!
Scott Boras great sports agent. He takes statistics on players, got
baseball player who was very unattractive (tattoos) but who talked like a
scholar, Scott was able to talk up his performance.
If your resume
What is Sports Marketing? It depends! (IV League Schools say!)
We need to influence and Persuade!Sponsorship getting the bat in the
hands of the right playerIMGbiggest sports marketing agency in the
world, Mark McCormick, said it is putting a celebrity o
Reasons For Sponsorship:
o 1. Reach Target Market Know who target market is, who audience is.
Need to reach them. Evolving target market.
oGenius for Olympics to put all different sports in it and not the same
sports that are always on TV. They saw an eme
Public Relationsis dealing with integrity with a variety of medians to
promote a positive image or correct a negative image. Being able to put
out all the public materials for situation controllers. When you have
outlets to air events to the masses; havin
Says what Tiger did was morally wrong
Says what OJ did was very wrong
Job of company is to shift public opinion
Create public information that drives public opinion
3 aspects of public information
Dealing w/ integrity when
Onsite Promotion Ways to get product out there. Ways to have great
oSampling, T-shirt give away.
oWrapping orange water jug in white for Dr. Pepper.
o 4. Entertainment/ Hospitality Tickets, David Delacandro is CEO of John
Hancock and he set up
Ways to Influence Celebrity Endorsers status:
1. Familiarity TV interviews, cereal box. Do we see you? This leads to
visibility. Talks shows, reach out to community and promote.3
2. Relevance Fit, match individual with right product. So where does
Buy a TV station and cover the Braves
Vision for the future
Trends that are going to develop
Realize a trend and sell it
Image and branding are most important
WHY SPONSORSHIPS FAIL: who would want to sponsor Kalya Maroney
because she is a brat! A company will want to change her brand. P&G would
not want her because of her bad attitude.
o 1. Ambush Marketing When a company that is not an official sponsor