Introduction:
San Antonio Spurs
The San Antonio Spurs is one of the best run teams in the National Basketball Association (NBA) today. They are coached by Greg Popovich, and managed by R.C.Buford and owned by Peter Holt. They play to sellout crowds in the AT&T Center with a capacity of 18,500 fans. They are technically a small market team in terms of the city size and the media market. They compete with the large market teams like the Dallas Mavericks, Houston Rockets in the state of Texas and the Los Angeles Lakers, New York Knicks to name a few on the national level. I chose the Spurs because of their consistent success on and off the basketball court in the past decade despite playing in a small market. I will be writing about the following marketing topics:
1. Market Segmentation, Targeting & Positioning Strategy
2. Sports Products
3. Promotions Strategy
Body:
1. Market Segmentation, Targeting & Positioning Strategy
The Spurs are in a unique position in their market as they are the only professional team in San Antonio in the four major leagues (NBA, NFL, MLB and NHL). However, they also compete with some local professional teams like Stars, Scorpions and the Rampage. The Spurs Sports and Entertainment run the promotion and marketing team of the Spurs. They are very creative in their in house productions for the games and overall marketing of the team as evidenced by the recent gold medal winning team at the PromaxBDA Sports Media Marketing Awards. (1).
The team has done an excellent job of scouting international players that deliver excellent value on the court and help market the team to a wider target of international audience. The Spurs have a deep fan following in Latin America because of drafting the likes...
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...tures or videos. (6).
Conclusion:
The San Antonio Spurs redefined basketball in terms of their play on the court and their ability to be profitable despite being in a small market. They have to be very good on the court for them to generate revenue unlike the big market teams like the New York Knicks who struggled on the court but are #1 in brand value and revenue generation. Their team brand of basketball is not the popular version compared to the rest of the NBA, which has more flashiness and spectacular plays. However, critics and the NBA as a model franchise appreciate them. They continue to be a model team with no off field issues and are heavily involved in the local community. Prominent NBA writer, Kevin Arnovitz, chronicles the current Spurs dynasty with an important question to all the basketball fans: Do you care about the San Antonio Spurs? (7).
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Nike is a company-- young and yet mature--developed and respected by popular athletes both past and present, whose icon remains a "swoosh" printed both large and small on many different forms of apparel. The "swoosh" constitutes a dream of being the best bec...
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