Sports Management 14-21 – Flashcards
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majority of entry level jobs in sm
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sales
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what slowed growth in sports sales
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one-size-fits-all packages, lack of foresight in marketing
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what caused growth in sports sales
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increased competition for entertainment dollar, pro trained sport marketers
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what influences purchasing decisions
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quality, quantity, time, cost
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sales process historically vs today
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handing out season ticket brochures, mailing simple proposals. today: technology!
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sales strategies
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database marketing (in person selling, using valuable info), benefit selling (adding new benefits to overcome objections), aftermarketing (retaining customers, view customer not just as one time but potential long-time), up-selling (escalator, get them to spend more), eduselling (monitor customer utilization and satisfaction, relationship building)
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founder of sports promotion
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Mark McCormack (IMG)
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Customer Relationship Management (CRM)
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most critical determinants of sales process (accurately identify customer needs) used to build database of customer info., allows sales dept. to accurately segment markets
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product-oriented approach vs. consumer-oriented
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advertising product vs. advertising lifestyle (Nike Revolution Ad, selling a life-style) Consumer-oriented is more popular
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long-term sales approaches
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relationship building, aftermarketing, eduselling, upselling
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short-term sales approaches
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advertising, benefit selling, database marketing
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Fan Cost Index (FCI) (What is it for NFL)
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average cost of family of 4 attending a game including food/drink/parking/souvenirs. NFL: 420.54
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FCI of MLB
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211.68 USD in 2015
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how sports sales differs from other sales
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presence of emotions/ unpredictability
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types of sales inventory
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ticket invent., advertising invent., naming rights, online invent. (ads), misc. rights (promotions, community, fantasy camps, road trips), sponsorships
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tickets and hospitality Inventory
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club sandwich (season ticket holders are meat, other lesser forms of ticketing are condiments) Season ticket: 50%, Advance ticket: 25%, Group Ticket: 20%, Day of Game 5%. types of seating
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Ticket Outsourcing Case Study
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Georgia Tech hired The Aspire Group. (1st instance) small universities don't have resources. 15 sales staff. In 4 years since this there are over 80 Div 1 programs outsource and 30 Div 1 programs have their own dept. Before attendance declined 8%, after rose 12%. 67% renew each year. 30% of rev in NCAA football was ticket sales
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Ancient sports sponsorship
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business paid chariots to wear colors
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spending then vs. now
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300 mil in 1980, 11.28 Billion in 2009
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number of US companies spending over 15 million on sport sponsorship
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86
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company with largest sport sponsorship paying
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Pepsi (245-350 mil)
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ways to evaluate sport sponsorship
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ROI (challenge because no exact formula), internal feedback, consumer surveys, some companies pay other firms to evaluate (SRi partnered with NBA)
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reasons for growth in sport sponsorship
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increased media interest, companies can break through clutter, reach target consumer through consumer lifestyle (can reach specific segments)
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types of sales promotion in sport sponsorship
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in-venue (increase value-added benefits, giveaways, continuity promotions) (success depends on many factors), in-store (premiums, contests, sampling, POS, coupons), cross-promotion (more bang for buck), sponsorship packages (exclusivity, 'official', rights to intellectual property in advertising, access to tickets)
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league/team benefits of sponsorships
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rights fee, multiyear commitment, advertising commitment, team-oriented promotions
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sport sponsorship platforms
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governing body sponsorship ('official'), team sponsorship (better for local/regional companies), athlete sponsorship (involves endorsement)
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watershed moment in evolution of sport sponsorship
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1984 Los Angeles Olympics
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Peter Ueberroth
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President of LA Olympics (brought consumer mindset to Olympics), became commissioner of MLB (raised bar for sport sponsorship, less is more (limited number of sponsors) philosophy)
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what is activiation
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requiring sponsor to actively leverage sponsorship to benefit itself and sport property (keeps people from buying it to cut out competition and then doing nothing)
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In-Venue Promotions (Giveaways) in MLB
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Bobbleheads, T-shirts, Headwear
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Top in-game promotions, (In-store promotions)
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fireworks, festival, ticket discount (requiring sponsor to leverage at retail level)
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Emergence of Cross Promotion
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need to break through clutter. Kraft "Taste of Victory", Got Milk and Kellog's. Co-dependent partners, customer partners (subway is big customer of pepsi. they partnered)
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NHL Licensed apparel partner
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Reebok
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NBA licensed apparel partner
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Adidas
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NFL licensed apparel partner
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Nike
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Fed-Ex/ Discovery Orange Bowl Case Study
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Fed Ex sponsored for 21 years. was Fed Ex's biggest hospitality platform. was longest running title sponsorship of any BCS game. DYNAMICS CHANGED (broadcaster from FOX to ESPN was more expensive, Orange Bowl lost prestige due to bad matchups), Fed Ex still had league deals with NFL/NBA. Discovery Card replaced Fed Ex (first timer), naming rights, Discover Play of the Day, rights to Lee Corso in POS prom. 500 tickets to games. Used this to compete with VISA, Mastercard (lost of sports sponsorship), used affinity cards, giveaways
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Sports PR umbrella
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counseling, research, MR, publicity, employee relations, community relations, public affairs, govt. affairs, issues management, financial relations, industry relations, development/fundraising, mulicultural relations, special events, MARCOM (marketing/communications)
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publicity vs. PR
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publicity is part of PR
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how is PR different from advertising
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advertising is a tool (uses mass media to reach external audiences) PR has many tools (larger scope, external and internal)
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how is PR different from marketing
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PR focused on relations, marketing focused on selling, PR focused on dialogues, marketing on persuasion
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how is PR different from journalism
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PR is wider in scope. Journalism meant to be objective. Journalism focused on mass audience, only has one channel. PR has specific audiences, many channels.
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value of PR
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needs communicators to interpret relevency for people. PR pros explain goals/objectives and guide people "provide voice in marketplace of ideas/facts/viewpoints and aid informed public debate"
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what is press release, why is it used
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info given to media that they are supposed to broadcast to audience, hopefully generate good publicity. written in inverted pyramid style
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negative terms for PR
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smoozer, liar, "spin doctor"
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stake holders
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group of people that have direct or indirect interest in organization. PR delivers key messages to them
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Press conferences (tips for preparing)
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notify media, don't play favorites, hold in approp. location, follow up early/often, keep speakers away from media before conference, remember TV. technological accommodations (multibox, proper lighting)
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Crisis Management: Top 10 gen. principles for communication during crisis
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speak early/often, don't speculate, go off record at own peril, stay with facts, don't be defensive, make point and repeat it, dont war with media, establish self as most authoritative source, stay calm and be cooperative, never lie
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"off the record"
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dangerous (if info is newsworthy it may be broadcast anyway
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career opportunities
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growth over last 25 years mostly in area of sport comm. 141 teams with comm. positions. staffs expanded from 1-2 to 6-10. PR, media/community relations are most diverse (esp. women)
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Current issues
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technology (internet-based comm. increasing. "push" tech like twitter leads to less reliance on media), web conferencing.), outside agencies (growing trend allows sport org. to focus on day-to-day rather than proactive PR. can be retainer basis paid monthly or project-to-project), govt. relations (lobbying, used by everyone, increase in stadium construction leads to increase lobbying to secure funds)
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rating vs. share
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rating - % of television households tuned into program (includes people not watching tv), share - % of television households watching television tuned into program (excludes people not watching tv)
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first radio broadcast of sport events
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Dempsey-Carpentier fight, first baseball game (Phillies vs. Pirates). radio increased support (colleges started selling rights) Roon Arledge and Alvin Pete Rozelle in 1960's. Board of Regents vs. NCAA (colleges won freedom to sign their own deals for college football)
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syndication
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independent producers sell programs ot stations not affiliated with networks or network affiliates for telecast at times when they are not obligated to show network programs
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Revenue Shring
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NFl was first leagues (NY Giants largest market, Green Bay Packers smallest, rev. sharing helped GBP be best in nation)
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regionalization/blackout
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networks provide programming on national/regional/local basis so that smaller teams have a chance. if all tickets are not sold to home game, black out (no broadcast) will encourage better ticket sales next time
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out of market coverage
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fans can pay fee to see broadcasting not shown in their area
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bundling
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bundling channels into tiers, forcing customers to pay for all channels in tier even if they only want one. cablevision sued viacom over bundling
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mobile devices
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viewing grew 300% in 2012. 60% annual growth rate. TV Everywhere type services. Future is uncertain because it a hassle to get, advertisers don't want to pay, slow progress in negot. between rights holders and networks)
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Market Bubble
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Rights fees increased in 2000 (NFL's deals increased 60%, Pac-12/NHL tripled rights frees). bubble created when price increases in short amount of time followed by sudden decrease when market corrects itself
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fragmentation
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more choices available to people, the fewer people are likely to choose any one thing (over-specialized, many alternatives to watching TV) Sports television is considered one of the winners (there is no alternative) of 8 programs with 20% rating or higher, 6 were sports programs
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reach vs. frequency
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reach- how vast is reach (territory, audience) frequency- how often you reach them
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Sports Broadcasting Act of 1961
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exempted leagues from antitrust laws when pooling television rights (greater bargaining power)
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federal agency that regulates the comm. industry
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US Federal Communications Commission
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Sports audiences gen. demographics
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Middle class, male, more educated
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largest television audience
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World Cup (maybe India-Pakistan cricket)
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1960s growth dominated by which two men?
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Roone Arledge (Monday Night Football), "Pete" Rozelle (NFL commisionar, pools TV rights to highest bidder, Sport Broadcasting Act result from litigation over Rozelle's pooling plan)
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ESPN case study
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ESPN making 550 million a month from 100 million households. 6.6 Bil a year (3 bil annually in advertising rev.), criticized for role in rise of cost of cable (monthly sub fee is 5 times higher than others, could cause legislation against bundling), ESPN ratings declined 32% (12% primetime, 9% overall), one third of generated rev. goes to NFL. Ratings for ESPN and others declined 17% for 18-49 year olds. 50% decline on broadcast because of internet. Goldman Sachs downgraded Disney stock.
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Why do people engage in social media
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Connect, communicate, collaberate
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Top US Athlete on Twitter
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LeBron James (22 mil)
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Top two athletes globally
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CR7 (36.3 mil), Kaka (23 mil)
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how has social media affected Sports PR
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shift in power/access, new platforms without pressure of dominant media, citizen journalism, managing (or not) crisis communication, athletes are managing own identities. affects media training, increased need for synergy, crisis management, how we communicate, fan-to-athlete connection, ability to reach target audience, increase exposure for niche sports
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What does transparency mean for sports PR? increase or decrease?
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communication, increasing visibility, participation. increase.
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Possible social media trends in Sports PR
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Twitter and Commercialism (Shaq, NFL Players Inc. partnered with Opendorse.)
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Which college was first to enter formal licensing agreement?
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UCLA
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History of Sporting Goods
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George Tryon carved niche. Rawlings began in 188. AJ Spalding created sporting goods for middle class. Sporting Goods Manufacturers Association (SGMA)
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Properties division
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for-profit branch of pro sport leagues that administers licensing programs. Approves licensees, polices infringement and distributes licensing revenues among franchises. NFL was first pro league to develop this. (First license was to Sport Specialties with Chicago Bears)
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Licensee vs. Licensor
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Licensee- pays (product company), Licensor- gets paid (team/league)
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First running shoe
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Reebok
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Nike was offshoot of which company
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PBR
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First company to design womens running shoe
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Nike
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SuperShow/Reebok
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biggest footwear industry trade event, a gazelle
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main objective of Niketown
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not to increase rev. but to present full range of stuff and provide education so people are more likely to purchase stuff later
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Less is More case study
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Since 1980's NB grew 200,000 annually to 80 mil, middle aged/older niche (performance over fashion) CEO Jim Davis. Younger kids are now discover high quality. Recent trend of barefoot/minimalist shoes caused increase in running shoe sales. Competing with Vibrams FiveFingers (10 mm of padding is best, minimal shoes use less energy)
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information intervie
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getting info about company/industry. increases knowledge of industry, expands network
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illegal questions
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marital status/ future plans/ race, ethnicity, religion, sexual orientation, national origin/citizenship, age, disability, arrest record.
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What makes successful candidate
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Prep, personal (soft) skills, goal orientation, communication skills, organizational skills, experience, professional appearance, cross-cultural awareness, computer skills
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interviewing tips
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do research, know strengths/weaknesses, don't use cliches
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importance of resumes and cover leters
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resume shows experience, cover letter argues your value to that particular organization
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GPA rule
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put only if 3.0 or above
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higschool info rule
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don't
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importance of thank you letters
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send two (one electronic, one physical), send to all people involved, shows your are kind and grateful
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purpose of professional portfolio
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showcase work in creative field
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avg. amount of time spent reading your resume
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6 seconds
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leading sport managment employment websites
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Teamworkonline, workinsports, malkye, WISC, jobsinsports
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Sport management degree is only ticket to success
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No. helps, but no.
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It's not who you know, it's what you know.
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No. Its who knows you
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Most opportunities are in pro-sports or NCAA division athletic depts.
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No. Very limited. Economic setbacks. Only 30 MLB manager jobs. only 10-12 employees. People tend to get recycled.
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Sport Management jobs are glamorous
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No. High hours, low starting pay. Demand for jobs outweighs supply so pay is low
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Job Search Process
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1. Know yourself. 2. Career exploration. 3. Gain experience. 4. Job Search (prepare resume, 3-5 letters reference, cover letter, check listings, talk to people, follow-up after sending application)
