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Two major thrusts in sports marketing
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“Whether a game is played on the field, court, or track. Sponsors support games, events and sports icons that are important to the fans. Sponsorship offer the ability to achieve several goals all at once” stated by https://eproulx05.blogspot.com/2005/12/conclussion.html (2005). With the following facts and statements I have made a conclusion that sports is indeed a marketing strategy for companies willing to give time and effort in order to attain a better position in the business world. It is also highly effective in light of the fact that sports are a huge hit in today’s generation. Also it is highly recommended that you practice and maintain doing the necessary skills in order to have a sucessful sports marketing career. So if you’re planning
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.
Most retailers know that the appearance of their stores plays a big part in determining consumer behavior. As such, they seek to use it to their advantage. Sport Chek sells various types of sports merchandise mainly to middle and upper class citizens of Canada. The company has many stores and online portals. The design of the stores communicates to customers that goods in the store are of high quality. Therefore, customers come with the expectation to pay a premium. The main elements that the store uses to influence consumer behavior include the choice of construction materials, careful choice of colors and shapes, and creative use of lighting. These elements have an impact on the affective, cognitive, and behavioral responses of potential customers. The channel strategy used by the company is effective because of Sport Chek’s strong brand name. The company can benefit more from a better channel strategy for its online shopping portal that can help it to take advantage of the global high-end sports market.
The college athletics industry has had an impact within the American society for almost one hundred seventy-five years, starting with its oldest university, Harvard, which came into competition with Yale (Smith, 2000). These types of competition caused questionable ethics on both sides from unclear academic status of players to excessive rewarding, including an example of an athlete receiving commissions of cigarette sales through the American Tobacco Company. In the early 1900s the Intercollegiate Athletics Association was formed at the urging of multiple colleges and universities along with President Roosevelt. Renamed in 1910, the National Collegiate Athletics Association (NCAA) maintains its purpose to protect the integrity of amateurism as well as prevent the commercialization of all college athletes by way of regulation.
Athletes are offered endorsements to act as a representative for a company to help promote sales. They often are seen in commercials promoting athletic apparel, shoes, sports drinks, food, and other products. Marketing companies know that by associating a product with an athlete it can drastically increase sales.
The notion of "marketing myopia" has haunted marketers since Theodore Levitt published his famous article "Marketing Myopia" in Harvard Business Review in 1960. Levitt argues that companies which narrowly focus on the product to the detriment of customer requirements (i.e., dispensing with the marketing concept) suffer from marketing myopia. Myopia or shortsightedness is often apparent within organizations. Several types of marketing myopia can be identified including classic myopia, competitive myopia and efficiency myopia. Companies displaying one of these three elements are clearly distinguishable from innovative firms which embrace the marketing concept in practice and which have a much broader scope than is required for a single business sector. In order to overcome myopia and become innovative, the following is recommended:
In this review of literature I plan to examine the major issues contributing to the struggle women¡¦s professional team sports experience, in comparison with individual sports. To better understand the disconnect between female buying power and the support by females of women¡¦s professional sport, I will use industry facts and expert opinions to look closely at the economic pitfalls of professional women¡¦s sports and how that contributes to their ultimate demise.
Nike Football revenue had grown from $40 million in 1994 to more than $1 billion in 2008. In just under 15 years, it had reached a sales level that took some of its competitors over 50 years to achieve. Although not the end goal, the 2010 World Cup was another unique moment in time for Nike to create separation between the company and its competitors. They knew it had to seize this opportunity and pull the team together to deliver a campaign focused on delivering innovative products and compelling consumer experiences. Creating deep consumer connections during the World Cup would be vital for fueling continued growth for Nike football in the years ahead.
With the increased rate of people criticize commercial activities such as interviews; advertisements and kinds of parties will decrease the concentration of player for the game. They mention that the basic role of a player is to play exciting games instead of doing commercial activities, but I have to confess that the judgment is too unilateral. The more I think, the more I concern about is commerce in a sense will stimulate player to become more passion and with high pursuit. With a growing number of demands of audience, the championships are hold in high frequency, players are at pains to train and to play games for the each champions and honors. Besides the honors, along with the increase of salary, if you type, “Become a soccer player” in Google, you will see a lot of titles are “how to become a professional soccer player”, and why do so many people want to be a professional soccer player? According to the research the average salary of a professional football player in Europe is about $100,000 per year and an America is bout $80,000 per year (http://www.blurtit.com/q436175.html), which both are pretty higher than Household income witch is over 34,000$ per year in United States (Rachel Zupek, 20 Jobs that Pay America’s Average Sa...
In the field of marketing as with almost every major or career path people want to inform and teach others about their trade or what they have interest in. These sources in the field may come from magazines, books and reports as well as websites online. There are two types of sources when it comes to delivering that message to the attended audience, first there are authoritative sources which are done by someone that is actually in the selective field of work, these could be trade or a scholarly journal. The other type are popular sources which are done so by someone in that has interest in the field but is not quite in it but with knowledge about it to share with others. When it comes to sports marketing and player personnel
Management is tasks. Management is a discipline. But management is also people (Drucker, 1999) Management is a very broad term and has been given many different definitions. Smith and Stewart (1999) define it as ‘The system of planning, organising, actuating and controlling the co-ordination of resources for the efficient and effective delivery and exchange of products and services’ (p7). This definition incorporates 4 major principles that almost every definition will include. These 4 categories are compressed functions that G. R. Terry developed in 1960. They are planning, organising, actuating (leading) and controlling. This is a development of the 1916 description by Fayol who, instead of inserting actuating (leading), inserted command and coordinate. The Smith and Stewart (1999) definition includes the modern conception of human resource management. It considers people as individuals to lead instead of personnel management which identifies people as the collective to command. This type of management is implemented in many different organisations both sporting and in general business. Honda implements this notion and has an ethos where everyone in the organisation, from the cleaners to the CEO’s has a voice. They express this notion of individual importance in their slogan † ‘the power of dreams’. Leadership, therefore, is a very iconic part of management and is too vast an area to identify as a single behaviour. The term ‘leadership’ is often confused with ‘management’. Even within a work organisation you cannot identify a manager necessarily by a person’s job title (Mullins, 1999) but by the way they lead (Cole, 1999). A manager, therefore, is a title whereas leadership is a personality trait that a manager should possess. Leadership qualities can be broken down to sub categories or behaviours such as ‘communication’. Communication in the basic skill form is obviously invaluable to a manager’s success. Managers spend most of their time communicating by spoken, written or electronic means with their supervisors, peers, subordinates or customers (Mintzberg, 1973). The importance and differences in communication can be seen in most sporting contexts form football (where Jose Mourinho passed notes to his Chelsea players to communicate his instructions privately) to boxing (where the coach is ever present and vocal during the fight in their designated corner).Therefore it is clear that the continued development of this skill will ultimately underpin a successful manager (Boddy & Patton, 1998). This, however, is communication in its basic form.
Sponsorship is an essential part in both amateur and professional sport, and plays a crucial role in commodification of Australian sport. Sponsorship can provide grounds/stadiums, clothing, equipment, accommodation, transport and competitions for sports teams, events or individuals in exchange for some specific return; such as advertising, image, scholarships, tax/hospitality and charities.
Nike is the world's #1 manufacturer and marketer of athletic footwear and apparel. Almost out of the blue, the company established itself as one of the world's most familiar brands during the 1980s and 1990s.and now 2000s. As familiar as a Coke bottle or Big Mac, the Nike "swoosh" logo came to symbolize not just sports culture, but street culture, as the appeal of the star players who endorsed the brand was carried onto city streets. Nike is undisputed leader in sports-oriented street wear. “Advertising Age estimated global measured advertising expenditure of $308 million in 2006, making Nike the world's #89 advertiser (http://www.mind-advertising.com/us/nike_us.htm).”
Sports have deep passion and emotions involved with it. Sports fans are equally passionate as the athletes. Such high passion and adrenaline provides a serious opportunity for the firms to do business. Firms can't control the sports as there are global governing bodies of each sport which have control over the sport globally and national governing bodies to look after sports in a particular nation with support from Government. However, what firms do is they buy exclusive sponsorship rights of the sports. The firms sponsor the tournaments, teams and individual players, buy their media and merchandising rights in return of advertisement during the tournaments. The firms use sports as a marketing tool for their products. For example Gillette took on board several famous tennis, cricket and other games players to market its men grooming products. Some specific firms involved with sports have a direct relation with sports industry. These companies exist as they make products relevant to sports industry only. For example Nike provides sports footwear, merchandises and accessories for several sports under its umbrella. The Government or the governing bodies of sports have an implied responsibility to provide better facilities and infrastructure to its players and athletes so that they are able to achieve maximum levels of performance. Sporting extravaganzas like World Cups, Olympics, Commonwealth Games and other sporting events promote
Clearly, there is a lack of attendance to the Olympic Games and this research paper will analyze and provide marketing strategies in order to get more of the public to attend the Olympic Games. This is what makes this research paper different from other articles. It will offer marketing strategies through keys aspects such as sport marketing, social media and public
International marketing has changed the dimensions of sport. It is what has given sports the increased attention that it has today. It is what has allowed the globalization of sport, which has made it so prominent in the world. There are many ways that this has been beneficial for sport. Among some of them are that it has caused sports to spread throughout the world, resulting in a number of diversified players participating in professional leagues around the world, and even many countries taking part in international sport events. This global nature of sport has allowed coaches, leaders, and athletes to access increased opportunities resulting in greater competition, giving not only sports fans enjoyment, but also attracting many people to watch sports. This has led to the increased attention for sport management programs in schools, universities, and colleges. Sports have also extended its vast reach internationally, not only is it used as entertainment, it is also being used as a tool to bring nations and people together. As you can see the sports world has grown drastically, and this growth only continues. This would have never happened if it weren’t for its globalization that was caused through international marketing.