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Sports marketing chapter 1
Sports marketing chapter 1
Two thrusts of sports marketing
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Abstract
The National Football League (NFL) and NASCAR thrive on sponsors and vice versa. An NFL game is by far the most watched single game event in the country and gaining popularity exponentially worldwide. Their championship, the Super Bowl, is arguably the most watched television program in that particular year. In NASCAR, the Daytona 500 is their “Super Bowl” and is a very large event in its own right. Corporations all over the world jump on these mega advertising vehicles with the hope that their name is popularized which will result in profitability. In many cases, most of those who do buy airtime during NFL games, the Super Bowl, and during the major NASCAR races are very visible names and products that we already know about. Most of the time, these companies are trying to market new products or products that have been enhanced.
NFL Sponsorships
Sport is one of the largest mediums that corporations can utilize to get that mass message out to their customers. Many of us have different ways that “tickle” our fancy so to speak. What interests one does not necessarily interest another, but, even if one person can convince others to try a product or service a domino effect may occur. Corporations are always trying to “spice” up their advertisement. They probably do this to see if they can manipulate a consumer to try their service or product. For example, Budweiser has been running beer ads for many, many years and incorporated comedy into their commercials. They went from frogs to lizards to obnoxious acting. In my opinion, people are swayed by these tactics and tend to try a Budweiser beer more often than they had.
I believe all sports are good vehicles or tools to market and advertise, but, none is...
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...d July 15, 2009, from www.promomagazine.com
Ross, Brian, Chuchmach, Megan, Eslocker, Asa, and Rhee, Joe, (2009, Feb 2). Bailed Out Bank of America Sponsors Super Bowl Fun Fest. Retrieved July 15, 2009, from www.abcnews.go.com
Lefton, Terry (2009, Jan 19). NFL close to adding P&G to sponsor list. Retrieved July 15, 2009, from
www.sportsbusinessjournal.com
Bibliography
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Krantz, Matt (2005, Feb 20). NASCAR sponsorship revs stocks' engines. Retrieved July 15, 2009, from www.usatoday.com
Paul, Peralte C. (2009, Mar 25). AFLAC upgrades its NASCAR sponsorship. Retrieved July 15, 2009, from www.ajc.com
Associated Press, (2009, Jun 2). NASCAR: GM Sponsorship Will Continue. Retrieved July 15, 2009, from www.cbsnews.com
Including all the revenue brought in by the games such as tickets, tailgating, etc, there is much more sustenance that goes along with managing an organization in the NFL. The Dallas Cowboys sponsors include the following, XXXX, The Ville Townsville, ISC Sports, Coca-Cola amatil, LGIAsuper, Trukai industries, BMD (Telstra Media). These sponsors allow the Cowboys to reach beyond their range and promote their franchise to the best of their ability. SWOT is a influential tool which allows organizations such as the Dallas Cowboys to make improvements in areas that may not have been seen otherwise for the benefit of their franchise.
The day that nascar was officially formed was February 21, 1948. However, long before that bootleggers from the south would soup up their cars. They did that because alcohol was banned and they wanted to be able to consume and produce alcoholic products without getting caught by the law. Therefore, they made their cars faster than the police. A marketing activity is a way that a company builds brand awareness. For example, a few marketing activity that nascar utilizes is their website and their apparel they sell. Their website offers a way for the fans to become more informed when nascar events will take place and where. fan apparel helps nascar when fan buys a certain shirt or object it allows their sponsor to be advertised more around the country. In nascar 63% of its fans
Geico direct auto insurance. (1999, November 1). Direct Marketing. Retrieved May 8, 2014 from http://www.allbusiness.com/personal-finance/automobiles-automobile-insurance/374392-1.html
About 75 million people have watched NASCAR. About 12.66% watch NASCAR and follow it one way or another. The other 10.49% (34 million) will know a racer or two. In a period of 10 years (1996-2006) sales have shot up over $2,199,999,400. The sales have gone from 600/year-2.2billion/year. These both show that it is a very popular sport and growing in popularity.
General Motors (GM) has been a staple of American culture since 1908. GM represents the best of American ingenuity, with brand names such as GMC, Cadillac, and Chevrolet. According to GM, “Our unyielding mission to earn customers for life has led to a healthy balance sheet and world-class products that are wining in the marketplace” (GM, 2015). At GM’s height, the company was the largest employer in the world. In addition, GM has been an integral company during the wartime efforts, and has capitalized on the American spirit. GM is of the longest tenured American brands.
Sharpie’s media purchases over the last decade have been very interaction oriented. Since 2009 Sharpie has shifted a large amount of their advertising attention to social media outlets, as well as many other non-media connectors. Sharpie has been getting up close and in touch with its consumers for most of the last decade, using professional athletes from various sports to promote their brand. While working with Paragon Marketing Group Sharpie sponsored the Sharpie 500 from 2001 to 2009. The Sharpie 500 was one of the most popular races on the NASCAR circuit. Sharpie was also the main sponsor of Kurt Busch and his No. 97 Ford from 2001 to 2006. Busch had a highly successful career whilst driving for Sharpie, even winning the first ever NASCAR Nextel Cup Championship in 2004. The exposure paid off according to Paragon, as Sharpie’s sales increased a minimum of 15% per annum.
commercial appeals to the demographic of young, entrepreneurial males who are wanting to become more than what people and society thinks they should be and they not only want to sell their beer but also have an underlying message of pro-immigration.
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Poole, David (1999). Nascar confirms it will negotiate TV deals. The Charlotte Observer, 24 February 1999. Retrieved July 15, 2001 from http://www.thatsracin.com/99/docs/0225nascartv.htm
Gatorade sponsors many different franchises, players and associations, so its advertisements are always seen by many, so when they promote that their drinks are better than water for athletes during games and matches; one has to wonder if it actually is? Most of the time when something so big is advertised in TV commer...
The operation’s overall marketing strategy appears solid, with televised events being the staple of its strategic initiatives to promote accessibility and reach out to its fan base (Ferrell & Hartline, 2014). NASCAR uses the medium increase visibility and promoting its brand to more than 167 countries (Ferrell & Hartline,
Athlete Endorsements – What’s in a Name." The Business of Sports. Wordpress. Web. 12 Sept. 2011.
Ford Direct Marketing. (2009, February 18). Ford Direct Marketing. Retrieved April 17, 2011, from http://forddirectmarketing.com
There is an acronym out there that many people enjoy, yet some do not know what it stands for. NA stands for National Association because teams get together to race across the country. SC stands for Stock Car because it’s not bicycles we’re talking about. AR stands for Auto Racing because that’s what it is, isn’t it? NASCAR has been around for years, and it attracts many people of different backgrounds and interests. It’s an organization that sanctions many different auto races. and it includes three main series. Predominantly, the Sprint Cup Series presides over the other two, which are the Xfinity Series and the Camping World Truck Series. NASCAR is unequivocally an electrifying sport because every factor that plays into it makes it very unpredictable.
The Super Bowl has been one of the most recognizable American traditions since back in Las Angeles, 1967, when it was the American Football League versus the National Football League for Super Bowl 1. Forty-eight Super Bowls later, the tradition is still apparent. Each year families and friends gather at each others’ houses, drink beer, eat pizza, chips, and wings, and cheer on the team they want to end up on top. For years, I believe that the Super Bowl has been an over exemplified version of American values, culture, and economic reality and in my mind the Super Bowl represents expensive living, uncertainty and danger, as well as business intervention. Due to the overwhelming presence of companies, both big and small, it can be a detriment to the traditional aspect of sports that embrace sportsmanship and competition. Yes, professional sporting events are a money making business but between the media’s and money hungry corporations’ portrayal and influence on the game itself, the real values and culture of Americans are lost and falsified as well as the economic reality of the times.