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).
Data analytics and marketing plays a significant role in the sports business industry. One sports organization utilizing analytics is the National Basketball Association (NBA) team the Dallas Mavericks. The Mavericks, owned by Mark Cuban, utilize data collection through ‘inverse analytics’ as a means to create affordable ticket prices as well as keep fans interested and engaged in the team’s success. Through the use of analytics, the Mavericks have maintained a consistently-high game attendance record. However, even though the Mavericks have used data analytics and marketing to their advantage, other sports marketing trends have continued to emerge such as how organizations
People. The Trail Blazers are about diversity. Having a diverse and culturally different background of consumers, which helps build a product that has many voices and ideas.
The National Basketball Association no longer holds the prominence that it once had. In the aftermath of the lockout that took away half of the 1998-99 season, the National Basketball Association finds itself looking into an uncertain future. Appearing similar to the state of the league during the mid 1980's, the NBA finds itself with a tarnished image and no icon's to build the league around. With the retirement of Michael Jordan and the number of superstars in which the league built its popularity on during the 1990's getting smaller, the National Basketball Association sits in limbo while it searches for its new identity.
Although many youngsters fail in the NBA, there are a few high school players who have had, or do have a successful career in the NBA. Some of these are, Moses Malone, Kobe Bryant, Tracey McGrady, and this year’s most valu...
Since the beginning of the National Basketball Association’s history, the number of foreign players has increased exponentially. As a matter of fact, a record ninety-two foreign players from 39 different countries and territories were active on NBA rosters at the beginning of the current season (NBA Tips Off 2013-14 Season with Record International Player Presence”). In today’s game, foreign and international players have become a common site and are fundamental parts of many NBA teams. Ever since Italian-born, Canada raised Henry Biasatti stepped foot on a National Basketball Association court, international talent has become an important part of a, now global, NBA. International players such as Hakeem Olajuwon, Tim Duncan, and Dirk Nowitzki have contributed to the league with All-Star selections, Most Valuable Player awards, and even Most Valuable Player of the NBA Finals. There’s no doubt, international talent has turned the NBA into a diverse, ultra-competitive professional sports league.
I had been to Staples Center before for a handful of Lakers games but never had I been to a Clipper game. I was very interested in seeing how different Staples would look and the culture it would create being at a Clipper game compared to Lakers game event though they play at the same venue. Upon walking up to Staples Center I notice a couple things that are already different. There is a billboard with the title Clipper Nation: Rise. There are also a handful of fans that are wearing Lakers jerseys. To me this was interesting to see because people in LA have created this culture surrounding the Lakers that they are clearly LA’s team and the Clippers are just the other team that plays at Staples Center. However this year with the advertisement done not only before the game outside of the arena but also inside the arena during the game to promote this new rise in Clipper basketball. They are the new young energetic team led by the human highlight reel Blake Griffin.
New entrants into this industry are unusual since NBA League approval and a sharp franchise fee stand in the way of potential new team owners. Moreover, attempting to deceive the NBA would put the following difficulties into an entrepreneur’s path are: massive capital costs, lack of brand reputation, lack of TV revenue, and steep competition for talent. Extension teams occasionally do get approval, like the Charlotte Bobcats founded in 2004. Though, the competition that so many different industries face from new entrants is practically non-existent in professional basketball.
The National Basketball Association is the most popular professional basketball league in North America; it is also the most popular professional basketball league in the world. The National Basketball Association (NBA) is one of the most diverse businesses in the world, which was the deliberate plan of former NBA commissioner David Stern. The NBA was once an all white and male dominated league, now through years of an aggressive effort to diversify the organization the NBA is now one of the shining beacons for diversity, tolerance and acceptance in the workplace. Former NBA commissioner David Stern spearheaded and put into action on the best examples of creating and cultivation opportunities for success based on merit. “When David Stern steps down as NBA Commissioner in 2014, among the legacies he will have created is an era in professional sport when leagues and teams hired the best people possible. He embraced the moral imperative for diversity while helping to show the other leagues that diversity is also a business imperative. The evidence for the NBA’s continued commitment to racial equality is seen in the strong grades in the League Office and in many key areas on the team level.”(Lapchick, R.) To fully understand the transformation of the league we will cover the history of the association, team diversity, league diversity, the NBA diversity initiative, and current diversity issues.
The legacy of this devastating event has seriously diminished the economic prosperity of New Orleans as a major urban city, which has had a slow recovery in an economic recession. In these difficult economic times, New York will be a positive place in which to show the rest of the country the importance of sporting events as a vehicle for economic improvement. The NBA provides a powerful influence in generating business at the local level, since it has a massive national appeal at this level of professional sports. New York will provide an already strong financial platform in which to promote basketball as a national pastime for audiences around the country. However, the arrival of the NBA All-Star game in the city provides a positive and encouraging infusion of financial funding that is set to improve these conditions. The funding being provided to the All-Star game weekend illustrates the massive financial resources that are being put into the city through private and public
The NBA is a desirable basketball hotspot. Domestic players train to be drafted, and International players want to enter the NBA.
The marketing goals are: Increase customer retention, Increase eCommerce Sales, Increase our Community Involvement. The first goal specifically works towards reaching 60% repeat sales through different promotional strategies like emotional marketing and sponsoring different professional athletes. Customer retention is extremely important to maintain Nike’s market leader position. Increasing eCommerce is a major focus for Nike. Last year we were able to increase our eCommerce sales by a profitable 51%. Our second goal is to continue this trend by increasing online sales by 50% every year for the next four years. It is our belief that doing so will solidify Nike as a leader in the online athletic market. Nike truly believes that sport can change
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...
There are now even more international players in the league today, and many of them show great potential. International players like Giannis Antetokounmpo and Kristaps Porzingis are just few examples of rising stars in the game(Segal 79). As of today the NBA is in a phase known as the LeBron era(Segal 22). Right now, guards are being seen as more of the focal point of the team rather than big men(Segal 33). Some of today’s brightest stars include guards like Russell Westbrook, James Harden, Kyrie Irving, and Stephen Curry(Segal 10). Last but not least, players are forced to play a lot softer today than in the past due to multiple rule changes(Trenchard, NBA Then and
So, along came the Jordan Era in the 1980s, 1990s, and the 2000s when Michael Jordan dominated the court offensively and defensively. With being widely known as the great player he was, he received many endorsement deals form widely known brands and companies. LaFeber discussed how Michael Jordan “earned about $25 million… and only $3.8 million came from his Bulls salary” in 1992 (79). The rest of the money he received was from endorsements including, Illinois State Lottery Commissions, Nike, Guy Laroche, McDonald’s, Gatorade, and Bugs Bunny. His success in the global market set him apart from the other earlier commercial triumphs. Products associated with Michael Jordan’s name “conquered the United States and spread across the mass cultures of Europe, Asia, and Latin America, made newly accessible by cable and satellites” (LaFeber 81). American sports reached its all-time high of potential buyers from around the world.