sports marketing book set

Three generations of sports fans
Monopoly, Television, and highlight.
Monopoly generation
1900-1950. Rapid population growth, two world wars, 1920s materialism, and the Great Depression marked this generation. male-dominated fan base. Limited number of sports dominated the industry. Primary means of communication were live events, radio, newspapers, and magazines.
Television generation
1950-1990. TV virtually saturated the market. New classes of sports consumers emerged and redefined industry practices. Football and basketball became major pro sports.
Highlight generation
1990-present. A new information society has evolved. Traditional sporting events become configured into highlights and interactive internet conversations, and there is an accompanying increasing focus on the youth markets. Extreme sports and other youth-oriented sports become main-stream. Individualism becomes more pronounced.
Fan involvement ladder
indifferent fans
usually most involved of all fans. More likely to associate his or her identity with the sport. An unconditional supporter whom sports programs view as an asset, and unfortunately, sometimes as a problem. The Hogs of the Washington Redskins.
Second highest rung of the involvement ladder. Considered to be in the upper echelon of fan commitment. Often buy courtside seats, make investments in teams, or donate to university athletic programs.
wish to receive communication from the team and heroes and to have the opportunity to exchange greetings or some other tangible interactive experience. attachers want to interact with the stars.
willing to pay for sports merchandise that reminds them of the sport
people who spend money to experience a sport. Wallets attend a game, fly to the cricket world cup, buy annual versions of sports video games, or purchase a satellite season package. They are motivated to seek out the live sports venue, stand in line for an important game, wait patiently in the parking lot after a game; or get a group of friends together, have dinner, go to the ballgame, and hit the bars after the game.
the fans that are most studied, spend a relatively little amount of money, and are arguably the largest group of sports consumers. These people tune into the final round of the masters or read sports illustrated. Their relationship with sports is dominated by their media sports experiences.
indifferent fans
could care less about sports. These people feel that opera, gardening, or simply staring into space is better than watching a season of baseball.
Brand permanence
resolves many of the short-term performance issues that many sports products face. Building a brand provides fans with more permanent connection to sustain the operation.
spreads connection possibilities to a much broader base, thus maximizing the number of potential fan connections. These platforms not only have the advantage of connecting the brand with its various entities but also provide the brand with elasticity in its branding efforts.
Commanding a premium
premium is the difference in attention and pay that an established sports brand receives over the competitors. Contains three factors…
Visibility, sector, cultural sailence.
foundations of sports branding
involvement- relationship the brand has with its fans.
ethos- character of the communicator as understood and believed by the audience.
Brand values
the principles that uphold the meaning or culture of the sports brand.
brand synergy
occurs when the sports brands fit, support, or compliment each other. Most sports products contain a governing body such as a league, conference, or federation; events; teams; and individuals, including players, coaches, and administrators.
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