A Career in Sports Marketing
The business of sports is one of the fastest growing industries in the country. All over the world, many people participate as players and spectators in a variety of sporting activities, creating opportunities for the marketing of a company’s goods and services. An important part of the business of sports is sports marketing, which revolves around understanding consumer behavior and motivating target markets to purchase goods and services. Sports marketing at Clemson University has many different aspects ranging from sports and technology and sport law to sponsorship and sports economics.
“Sports marketing is simply any sales or publicity-related activity associated with an organized sporting event (or events), its personalities, or the celebrity lifestyle of its participants” (Schaaf 22). There are two components of sports marketing: the marketing of sport and marketing through sports. Marketing of sport consists of the actual marketing of a particular sport such as football or baseball. This includes, but is not limited to, signage, endorsements, print media, broadcast media, billboards, and news media. Examples of marketing through endorsements are Michael Jordan wearing Nike shoes or John Elway drinking Coors Beer. Any type of media that mentions a team or athletic organizations is an example of marketing through the use of media. There are also many other ways of actually marketing or promoting the sporting event.
Unlike marketing of sports which consists of marketing before and after a particular event, marketing through sports consists of marketing or promoting a particular product at a sporting event or in conjunction with a sporting event. This includes, ...
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...all corporate customers who participate in the marketing to the fans. Corporate customers include Coca-Cola, BI-LO, Hooters, and Naturally Fresh. They provide the money needed to support the Athletic Department in return for signs and advertisements at the game. Another aspect of Seketa’s job is to market the event so attendance at all events will increase.
Some of my experiences with this process include hanging up signs downtown and passing out schedule cards. While working for John Seketa for a year and a half, I have learned what it takes to market an event of Clemson’s caliber. It takes hard work and long hours. Without John Seketa, Clemson would be a less profitable athletic heritage.
As you can see, sports marketing involves more than just making sure people attend the events; it involves a strategic plan to assure the success of the whole event.
Advertisement is a notable part of our society, it's not only in the uppermost urban neighborhoods but it’s everywhere we turn and look. It is what defines our generation as civilization and no matter what we do we cannot hide from it. In Naomi Klein No Logo she explains “Ads had to inform consumers about the existence of some new invention, then convince them that their lives would be better if they used, for example, cars instead of wagons, telephones instead of mail and electric light instead of oil lamps”(5). And that’s what Gatorade has accomplished by releasing commercials associating with some type of sport. It almost seems like that the corporation of Gatorade is controlling and deciding what we should drink and when we should drink it. If one sees a Gatorade commercial, it’s mostly dealing with a sport or an activity. It portrays to the audience that the men with fancy suits and big bonus checks are correct for their sim...
De Varona, D. (2003). ‘M’s’ in football: Myths, management, marketing, media and money. A reprise. Soccer & Society, 4, 7-13.
A decade worth of athletes has had the chance to eclipse Michael Jordan in the minds of the consumer. Yet even out of the spotlight Jordan remains the sports personality with the greatest endorsement chops in the U.S.”( Badenhausen).
Promotion: Promotion doesn¡¦t only mean discount in prices, as they cooperate with Super Sport Star to let these famous player to present their product for them, sometime they held up event to give the customers the chance to meet with these super sport player by providing a chance to draw for the ticket after the customer purchasing amount meet the requirement. This will help the company to boost their sales, which at the same time can further promote their brand as an advertisement.
Commercials advertising food can be seen on television all the time. The advertising industry is always trying to make one food look better than another does. Often, using professional athlete endorsements does this. At any given time there is at least two professional sports season in session. By using current stars and heroes from those sports to promote their foods, companies try to increase their sales.
Sporting is one of the universal activities that brings people from different backgrounds together and is viewed as an income generating activity that creates revenue for the participants as well as the location where the activities are held. The NCAA Final Four Basketball Tournament is one of the most anticipated sporting events in the US that attracts a high number of fans in the cities where it is held. Before the Final Four is held in given location, it is imperative for the organizers to have a detailed understanding of the venue so that they can introduce marketing strategies that are in line with the demands of the fans (Snipes & Ingram, 2007). The host committee is charged with the responsibility to come introduce an exhilarating experience for the locals and visitors. Owing to the interest generated
Sports teams around the world value the importance of keeping their consumers (fans) happy and engaged. The NFL’s New England Patriots are very active in the community and have expansive social media sites and online tools to keep their consumers engaged and connected to all things related to the franchise. Over in Europe, the football franchise Manchester United has created a large following and making sure their consumers are engaged is one of the franchises’ main strategies (Emirates24/7). According to Forbes 50 most valuable sports teams of 2013, both Manchester United (#2 at $3.165 Billion) and the Patriots (#6 at $1.635 Billion) are included on that list. This paper will highlight how both New England and Manchester are identifying their consumers and how their activities are targeting those consumers.
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 purpose of a campaign is to deliver a prospective consumer to the point of sale. Nike uses what is classified as a product oriented advertising campaign. Nike’s entire campaign is centered on convincing the consumer to purchase their product. The goal of most product campaigns is to educate and prepare the consumer to exhibit purchasing behavior, so that their company may become the leader in its market. Since Nike is already the leading athletic apparel company, their goal is probably to stay on top. Some of the major strategies used to achieve this goal are the use of television, magazine, and Internet advertisements.
Nike recruits brand ambassadors from different parts of the world who top in athletes and who are having a good following in the public, which helps them to reach the audience that influences them to purchase the Nike sportswear. (MichaelSam85, 2011)
Sponsorships are useful as a supplement to regular advertising; however, they are especially valuable as an advertising substitute in situations where advertising may be banned or limited. Sports sponsorship provides opportunities to reach audiences in four distinct ways: (1)during the prepromotion advertising and publicity for the event, (2)at the event site during the event itself, (3)during the live or delayed broadcast of the event, and (4)during postevent news reporting of the event’s results. Each time the sporting event is mentioned or shown in the media, there is an opportunity for the event sponsor to gain exposure, (Krapp, 50). Alcohol and Tobacco companies take great advantage of this. They sponsor sporting events or pay to have their advertisements in certain sports arenas and stadiums for just this reason. Multiple chances to have their brand or corporate name shown on television or by the people attending the sporting event. Yet by having these advertisements in the arenas or stadiums, the alcohol or tobacco company does not have to put up warnings with their advertisement like they have to do on their products and advertisements in publications. Significant brand exposure may be gained through event publicity, prepromotion, on-site signage, and telecast of the event, but unlike conventional advertising, there is no requirement for including health warnings or moderation messages, (Locke, 224).
Yes, most of the time marketing does mean some type of money, but not always. I will discuss about specific types of signs in my essay including the emergency exit sign, restroom signs, handicap signs and seats, and banners that is around basketball courts and stadiums.
Advertisements are located everywhere. No one can go anywhere without seeing at least one advertisement. These ads, as they are called, are an essential part of every type of media. They are placed in television, radio, magazines, and can even be seen on billboards by the roadside. Advertisements allow media to be sold at a cheaper price, and sometimes even free, to the consumer. Advertisers pay media companies to place their ads into the media. Therefore, the media companies make their money off of ads, and the consumer can view this material for a significantly less price than the material would be without the ads. Advertisers’ main purpose is to influence the consumer to purchase their product. This particular ad, located in Sport magazine, attracts the outer-directed emulators. The people that typically fit into this category of consumers are people that buy items to fit in or to impress people. Sometimes ads can be misleading in ways that confuse the consumer to purchase the product for reasons other than the actual product was designed for. Advertisers influence consumers by alluding the consumer into buying this product over a generic product that could perform the same task, directing the advertisement towards a certain audience, and developing the ad where it is visually attractive.
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
Historically, Nike engineered and manufactured the sports shoes for athletes to compete and train in. The company's marketing strategies was aimed to sport shoes segment of market that in short period made products so attractive and desirable that they became a must have accessory to the large number of American people. The Nike popularity rapidly grew around the world. The people who would not take part in sport activities on regular basis choose to wear NIKE as company grew in to being part of...