Sport Marketing and Sponsorship PDF

CHAPTER 12 Sport Marketing and Sponsorship  Chapter Objectives Understanding sport marketing The sport product Sport consumer behaviour trends Branding and sponsorship Defining Sport Marketing tying sport business to product...

CHAPTER 12 Sport Marketing and Sponsorship  Chapter Objectives Understanding sport marketing The sport product Sport consumer behaviour trends Branding and sponsorship Defining Sport Marketing tying sport business to product only related to sport Marketing of sports marketing of sport products and services directly to consumers such as sporting equipment, professional competitions, sport events and facilities and recreational clubs Marketing through sports marketing of other, non- sport products and services through sport outside of world of sport - uses sport to sell business ex: tim hortons uses sport to market brand - sponsorship Figure 12.1. The Sport Marketing Framework 1. analysis what does the environment look like 2. segmentation, targeting, positioning 3. 4 Ps 4. evaluae  The Sport Product no matter the product it needs to be marketed most common ex: shoe Physical good A service opportunity to participate in league, event An idea A combination Unique sport product tangible - can touch it, can reach it Tangible and usually tangible (physical good) subjective subjective - everyone has different experience Influenced by group dynamics Complexity Figure 12.2 Sport Product Features the add ons - the benifits provide game to contribute to need normal product: create ecosystem - market to consumer to cosume all - all connected sport product: fans the need immerse self into that world ex: need to attend the game  Sport Marketing The product of sport is invariably intangible and subjective product of sport is the love and pasion for sport sport can sell inconsistent product The product is inconsistent and ford could never unpredictable unexpected results people come back for more messi doesnt show up? what is plan B? how do people still The product of sport (in the form of have incredible an event) is a perishable good: it expereince? marking delimma must be pre-sold. need to apeal to both sides The sport product is generally the ones that won/ enjoyed consumed in public, and consumer the ones that lost/ unhappy with resilts satisfaction is invariably affected by social facilitation or lack thereof  Sport Marketing Inconsistent and unpredictable Little control over product essence no control on who will play, how they will perform Sport is both an industrial and consumer good idea that sport is: tangible - industrial - physical product, facility intangible - sporting event  sport creates fandom, identification Sport Marketing No other product evokes such strong personal identification and emotional attachment as sport.  Sport Consumer Behaviour Digital technology Trends marketers need to focus on people attending game but also people watching online, who purchasing physical products, who watching highlights afterwards where watch Flexibility physical product or a game Optimization the future the app: wants to know ur interest to tailor to your interest (fav teams, players, sports) Access Increasing segmentation provide content for specific group. seperate population to be able to sell to those specific segments  to be successful, have to mean something to consumers Branding Brands cultivate a consumer response Name, logo, place, colours, uniforms, songs mean something to you and Sponsorship – marketing through sport need a brand that people recognize!! Sponsorship congruence: To be effective the brands must have congruence needs of brand and sport association consumers more closely align with sponsorship is marketing through sport!! Both facilitate revenue generation company  Sport Sponsorship League/Team Sponsorship sponsorships come in all shapes and sizes - different aross the board Revenue Most Active Categories above average brands want to work with teams with exposure below average Most Active Team Sponsorship Revenue Sponsors Ranking  Key Sponsorship Concepts Participants Sponsor – Party seeking association (VISA, Samsung, NIKE, etc.) Sponsee – Property owner (PK Subban, Michael Phelps, FIFA, Olympics) Linkages between « sponsor » et « sponsee » Self-evident – adidas products used in event Strategic – Visa Credit Cards and FIFA have similar target markets strategic - congruence comes into play why does visa sponsor? give a deal for sport with sign up for card - after event "why cancel it" ideology gains new clientle  Sponsorship Objectives Employee Morale and Motivation proud of company Performance rewards rewards involved - your a sponsor, recieve rewards, use as incentive for Entertainment employees -- LINKAGE Pride in their involvement  Sponsorship Objectives Community Involvement gives recognition in a positive light Sponsoring at grassroots level a way to meet CSR objectives. Generate goodwill in communities.  Sponsorship Objectives Target market Properties can help sponsors reach certain segments. Linked to the idea of ‘fit’. Property must know their target audience and sponsor must know their target market.  Sponsorship Objectives ex: logo worn on jerseys Media Exposure Media exposure and coverage for the sponsor brand. Cost-effective and efficient. Can be measured by impressions generated Can be important for legitimizing value – a tangible outcome (ROI) But what does it really mean?  Sponsorship Objectives Media Exposure Ad exposure for ‘The Decision’ lebron james' live broadcast of decision to go to miami features behind him as he made his decision - in the frame - exposure  Sponsorship Objectives Image based benefits can be positive or negative Alter, reinforce, or enhance brand and/or corporate image. Accomplished through transfer of affective brand responses. Tap into and transfer the emotions and passion of the sponsee brand to sponsor. Fit is especially important for the success of image based benefits. negative example: sponsee caught doping? sponsor now associated  Summary Understanding sport marketing The sport product Sport consumer behaviour trends Branding and sponsorship