Sports Marketing 3713 Exam 1 Review – Flashcards
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Sports Marketing
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The specific application of marketing principles and processes to sports products. The marketing of non-sport products through association with sport
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Tobacco Companies
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- 1870 started using athletes. -1970s (on TV)
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Louisville Slugger
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Honus Wagner's signature was featured/engraved on their bats
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Honus Wagner
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➢ Was on the first player on a baseball card - retaliated back on the tobacco companies that were making money off of his likeness, by endorsing louisville slugger and putting his signature on all of their bats - First person to endorse a product and make money off of it
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Problem with endorsement back in the early years
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Player endorsing the product didn't get a cut of the money that was made
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Babe Ruth
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1920s - 1930s First athlete to earn $50,000 salary
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Jackie Robinson
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Broke the color barrier in 1947 - more black people started watching
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First televised MLB game
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1939 : Cincinnati Reds vs. Brooklyn Dodgers
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First US advertising on TV
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"Bulova Watch Time" test pattern
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Bill Veeck
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- Legendary MLB owner and marketer - First to allow fans to buy tickets by phone - First to stage fan appreciation nights - Marketed to women, children, and families
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What happened in 1970s?
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Tobacco companies started to market to sporting events because TV advertising was outlawed
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Joe Namath
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1974 -guaranteed underdog super bowl victory played for jets. -made the Nfl/afl merger seem more competitive
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Examples of Sports Products
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Media, Tickets, Apparel
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Examples of Non-Sports Products
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Electronics, Health/Beauty, Hardware, Beer
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Marketing Mix (Four P's)
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-Price -Product -Place -Promotion
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Extended Marking Mix
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-People -Process -Physical Evidence Tangible = touch, Intangible = can't touch
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Customer Orientation model
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Providing a sports product that meets consumers' needs while achieving the organization's objectives
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Parts of Customer Orientation
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- Read the customer - Personal relationship - Pamper - Ability to deliver
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Success factors for Franchises
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- Bang for Buck - Fan Relations - Ownership - Affordability - Stadium Experience - Players - Coaching - Title Track
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Contingency Theory
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- Optimal course of action is contingent (always dependent) on the internal and external situation - No best way to organize a corporation, to lead a company or make decisions
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Organizational Parts
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- Vision: long-term overview - Mission: present situation and immediate goals - Objectives & Marketing Goals: short-term measurements; time specific - Strategy: the means in which you achieve your goals; the HOW - Culture: shared values and assumptions help establish image and attitude
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SWOT Analysis
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Strengths, Weaknesses, Opportunities, Threats
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Internal Environment
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- Competitors - Customer/Demographics - Creditors - Shareholders - Employers - Intermediaries - Government Entities - Suppliers
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Sports are
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❖ Sports are 7x as big as the movie industry
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Competitors of OSU
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- Other Big 12 schools - Other Oklahoma sports teams & venues - Home entertainment - Social activities - Other live entertainment - Obligations
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Payne County Education vs. Oklahoma Education
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Payne 86.7% Oklahoma 84.0% Payne is overall higher
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Jack dempsey vs gene tunney fight 1927
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-145,000 fans attended the fight at chicago's soldier field -50 million listeners on the radio -Symbolized the new era for sports business
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Changes in the world of sports
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-Explosion in sports revenue and increase in opportunities for expansion -Decline of the sports hero -Controversy over salaries, league, star behavior -Fragmented audiences with preference for personalization -Gambling
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Three major generations of the sports industry:
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Monopoly, television highlight
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Monopoly generation (1900-1950)
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-Changed how sports were produced/ fans understood them -More fans = more experiential marketing / sports products -Celebrity athletes=endorsement=wheaties -Sports seasons did not usually overlap
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Television Generation (1950-1990)
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-Replaces radio and facilities -Helped audience see plays & not imagine how the play went based off of radio -Consumer can hang out at home with friends instead of the stadium -Revenues increase -more sports expanding
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Highlight generation (1990-present)
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-Explosion of new tech -Market is saturated with information -Emergence of highlight -Less concern for the games themselves -Rise of individualism -Increased competition -New media=new revenue streams -Increased sport services
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➢ "_____ would be an example of Accounting"
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■ People holding up K's for the number of strikeouts the pitcher has
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Shareholders, who has ownership at stake?
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- Fans - T. Boone
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Intermediaries
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*person who acts as a mediator* - Ticket Office / Ticketmaster - Marketing Department - Retailers (Licensees) - Media Rights holder - Sports Information Department - Fans
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Government Entities
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Greater University City of Stillwater State of Oklahoma Big 12 NCAA
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External Environment
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1)Technology 2) Physical Environment 3) Political, Legal and Regulatory Environment 4) Economic 5) Cultural & Social Trends
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Examples of Technology
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Internet, Smartphones, Ticket scanning, Equipment, etc.
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Examples of Physical Environment
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Campus, Facilities, Geographical distance, Weather/Climate
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Examples of Political, Legal, and Regulatory Environment
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Rules of the game itself, Salary caps, revenue sharing, TV/Media contracts, Trademarks/Licensing, Drug testing, Public opinon
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Economic Examples
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- Unemployment/wages - Gas prices - Tuition - Cost of living - Taxes
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Cultural & Social Trend Examples
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- Concessions - Social Networking - Terrorism - Advertising - Music - Fashion
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How do we consume?
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1) Experience 2) Integration 3) Classification 4) Play Losing hurts more than winning feels good
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Consuming as Experience
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1) Accounting - # are involved and fans like keeping track (balls, strikeouts, etc.) 2) Evaluating - based on assumptions 3) Appreciating - emotional response (would you eat that hotdog at another setting?)
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Consuming as Integration
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1) Assimilating - thinking like a sports fan, as well as dressing and acting like one 2) Producing - superstition, curtain of distraction, speedo guy 3) Personalizing - "back in 82' used to be able to throw a pigskin quarter mile" Objects have meaning
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Consuming as Classification
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Serves to both build affiliation and enhance distraction i.e. clothing, souvenirs, etc. serve as indicators of spectators' associations
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Consuming as Play
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Communing: the spectators share mutually felt experiences with each other Socializing - spectators use experiences with the game to entertain each other
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Materialism
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- measures the importance of possessions in one's life it is not WHAT we consume, but HOW we consume
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Reactance Theory
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- doing the opposite of what is told of you ■ If somebody tells you not to cross the line, its way more fun to cross the line
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Factors affecting Fans Attendance
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1) Satisfaction 2) Enduring Involvement 3) Identification
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Satisfaction
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- the extent to which a product/service perceived performance meets customer expectations - fans satisfaction will lead to higher attendance - delight = exceeds expectations
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Enduring Involvement
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- personal relevance - ongoing baseline level of concern with or interest in an activity or product - dedicated fans who follow teams closely are likely to inhibit enduring involvement - differs from situational involvement
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Identification
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Low (Social Fans) Medium (Focused Fans) High (Vested Fans) Social Identity Theory: oneness with or belongingness to an organization SALIENCE = VISIBLE FAN BEHAVIOR i.e. wearing a patriots jersey after a big win
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Ways to Increase Identification
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1) Tangible Benefits of Membership: getting ESPN hoodie for signing up 2) Opportunities for Contact: Fan Day 3) Enhance the prestige of the organization: doing things to get name known in a good way 4) Dedication to the customer 5) Customer Support Group: 12th man
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Fan Types
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1) Aficionado 2) Theatergoer 3) Champ Follower 4) Passionate Partisan 5) Reclusive Partisan
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Aficionado
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- fan who wants quality and is a fan of the sport
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Theatergoer
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- fan who goes for the entertainment, wants a show...not a blowout
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Champ Follower
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- fan who is a bandwagoner, they want winners
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Passionate Partisan
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- fan who is very passionate, you know who they are a fan of. Salience is very high.
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Reclusive Partisan
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- fan who likes a team, not as obvious as a passionate partisan
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Winning Isn't Everything...Fan attendance is affect by many factors:
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- affiliation - entertainment factor - star power - time - cost - familiarity with team/players
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Star Power is not just people...
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could be the place the game is played
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BIRGing
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"basking in reflective glory" -WE won!
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CORFing
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"cut off reflected failure" -THEY lost
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Blasting
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"our-group derogation; blast the opposition -"the other team sucks"
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% chance of winning at home?
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60%
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How much larger is the Sports industry than the Movie industry?
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7x
