S1-2 SEMM21-22-Intro To Course Sports MKTG

Sports, Entertainment
& Media Marketing
Intro Lectures, June 28 & 30, 2021, IIM Calcutta

© Chandradeep (CD) Mitra
Chandradeep (CD) Mitra
I’d like to start with
a few questions first!
Question # 1
Why have you

taken this course?
(What are your
expectations?)
Question # 2
Why should there be an exclusive course on

‘Sports, Entertainment & Media Marketing’?
Question # 3
Do Sports, Entertainment & Media Industries

have unique Marketing Characteristics
that other industries don’t have?
Question # 4
Is ‘Sports, Entertainment & Media Marketing’

relevant to Marketers from other industries?
Why should there be a course on
‘Sports, Entertainment & Media Marketing’?
Do Sports, Entertainment & Media industries

have unique Marketing Characteristics
that other industries don’t have?
Is ‘Sports, Entertainment & Media Marketing’

relevant to Marketers from other industries?
And a last set of questions…
Is there a connection between

Sports & Entertainment? If so, what?
Is there a connection between Sports & Media?

If so, what is the nature of the connection?
Is there anything common between Sports,

Entertainment & Media? If so, what?
Essentially, the Sports,
Entertainment & Media businesses have
one essential common characteristic…
They are all ‘Content’ businesses!

Introduction to
Sports Marketing
(with some relevance to Entertainment & Media too!)
Setting the Context…

What’s so special about
© Chandradeep (CD) Mitra Sports Marketing?
Is there anything uncommon about
Sports as a Marketable Offering?
Let’s apply some basic
Marketing Concepts
to the Business of Sports…
For example, the 4Ps…
© Chandradeep (CD) Mitra Let’s start with the First P – ‘Product’

Does the Sports ‘Product’
have any unique characteristics?

How many can you think of?
The Sports ‘Product’ is Intangible,
Subjective & Highly Experiential!
The ‘Product’ has a strong ‘human’ component,
& consumer demand can fluctuate widely!
The ‘Product’ is Real-Time & Instantly Perishable
- Produced & Consumed at the same moment!
The ‘Product’ is Consistently Inconsistent
& Fairly Unpredictable!
a
The Marketer has little control over the

final ‘Product’ (more over extensions)!
The ‘Product’ can evoke very
Strong Emotions at Individual Levels
The ‘Product’ can evoke equally
Strong Emotions at Collective Levels
The ‘Product’ is preferably Publicly Consumed -
Collective Experience adds to the Magic!
The ‘Product’ can create far stronger consumer
loyalty than almost any other category!
Marketers of the ‘Product’ need to
Compete & Collaborate simultaneously!
The ‘Product’ can have large-scale Social Appeal,
impacting many aspects of people’s lives
The Sports
‘Product’
• Real-time & Collective Consumption

• Intangible, Experiential & Highly Subjective
• Inconsistent & Unpredictable – No Guarantees!
• Little Control over Final Product ‘Delivery’
• Competitors are Collaborators too!
• Role of ‘Human’ factors – Icons, Passion, Identity, Loyalty
Ok, so the Sports ‘Product’ is unique in many ways
But what exactly is the Sports ‘Product’?

What exactly do
Sports Marketers try to
‘Market’ to Consumers?

They can offer different kinds of ‘Products’
in order to PLEASE Consumers…!

A Sports ‘Product’ could be…

Sports-related Physical & Tangible Goods
Sports-related Lifestyle & Leisure Offerings
Sports-related Intangible Experiences
Sporting Activities
Sports-related Intangible Services
Sports-related Entities & Events
4 Levels of Sports-related Entities
Category - Sport/Format/Style…
Event – Tournament/League/Match…
Organization - Federation/Club/Team…
Individual – Player/Manager/Coach…
Sports Marketing ‘Product’ –
The PLEASE Framework
P - Sports-related Physical Goods
L - Sports-related Lifestyle & Leisure
E - Sports-related Experiences
A - Sports-related Activities
S - Sports-related Services
E - Sports-related Entities & Events

Continuing with the Other Ps of Marketing
Pricing
Place
Promotion
Sports ‘Pricing’- Crucial yet Risky!

Sports Pricing Critical for Business Success
• Cost Plus Pricing Strategy not Appropriate for Sports
• ‘Right Price’ determined by Consumers’ Value Perception
• Value Perception Subjective and further can Fluctuate Wildly
• Demand can also vary quite a bit, based on a lot of factors
• Demand-Supply Mismatch affects Pricing Options
• Limited Supply can fuel Demand, but not always
• Price Elasticity Curve Difficult to Gauge
• Little Scope for Reengineering Demand-Supply Mismatch, due
to Limited & Perishable Nature of Sports Product

So what are the Strategic Implications
and Viable Solutions for Sports Pricing?

Thus Need & Opportunity in Sports Pricing for:
• Marketing & Pricing Multiple Offerings

• Need & Scope for Variable Pricing
• Scope for Tiered & Dynamic Pricing to Manage Variations
• Opportunity for Bundled Pricing Options (e.g. Seat + Meal)
• Opportunity for Package Deals (e.g. Season Tickets)
• Scope for Value-Added & Premium Pricing (e.g. Box Seats)
• Opportunity for Cross-Selling (e.g. Merchandise)
• Multiple interlinked sources of revenue require complex &
differentiated pricing mechanisms

Overall, need to have… …

The Sports ‘Place’ – A Critical Success Factor

Like Retail, Location can make or ruin the
Success of a Sports (or Entertainment) Event

Accessibility, Infrastructure, Facilities, Reputation etc.
influence Consumer Preference, thus Location’s Success

Sometimes the Sports ‘Place’ itself
can also be a Marketable Commodity!

The Single Place for Simultaneous
Production, Consumption & Gratification
Instantly Perishable, No Inventory, No Distribution!

A Place of Pilgrimage for Sports Devotees!

Sports ‘Promotion’ – Unique Set of Factors

Multiple Challenges in Promoting Sports Products
(Subjective, Unpredictable, Perishable...)
Need to promote augmented products & value-added
relationships to strengthen loyalty & increase revenue
Partner with Sponsors to aid Brand Promotion

Leverage Sponsor Support to strengthen Brand
Promotions of Different Entities can add up
(Tournament + Sponsors + Broadcaster + Teams)

Rivalry & Promotions of Competing Teams
play complementary roles (‘Associative Competition’)

Applying the STP Model to Sports
Sports Segmentation & Targeting
Opportunities for Segmentation & Targeting
basis Combination of Multiple Parameters:-
• Geographic
• Demographic
• Psychographic
• Behavioural
Concurrently Targeting & Marketing
to Multiple Audiences:-
• Players
• Spectators
• Marketers
Positioning in the Sports Context
Need to consider many factors for Right Positioning
• Past History & Associations
• Geographical Base
• Lifestyle Imagery
• Consumer Motivations
• Unmet Needs
• Evolving Aspirations, etc.
• Refreshing old positioning or even repositioning
critical for number of sports in a evolving environment

Does Sport have a larger impact in an overall
social context than almost all other categories?

Sports – The Larger Ripple Effect
Sports – An Universal Global Language?
Multibillion-dollar global industry
Truly global influence & impact
Support ecosystem of ancillary industries
Millions of people involved
© Chandradeep (CD) Mitra ‘Need’ for Sports – Strong, but why?
Sports-The Larger Playground
• Vital part of our daily lives

• Connected with many Social Systems:
• Education
• Health (Physical & Mental)
• Media
• Urban Planning
• Community Life
• Overall Economy…
Have we established that Sports is amazingly different
from other categories from a Marketing Perspective?
Is there anything else that makes Sports uniquely

interesting from a Marketing Standpoint?
Thank You 
cd.mitra@gmail.com
cd.mitra@pipalmajik.com

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Sports, Entertainment

& Media Marketing

Intro Lectures, June 28 & 30, 2021, IIM Calcutta

Why have you

Why should there be an exclusive course on

Do Sports, Entertainment & Media Industries

Is ‘Sports, Entertainment & Media Marketing’

Do Sports, Entertainment & Media industries

Is ‘Sports, Entertainment & Media Marketing’

Is there a connection between

Is there a connection between Sports & Media?

Is there anything common between Sports,

They are all ‘Content’ businesses!

© Chandradeep (CD) Mitra

© Chandradeep (CD) Mitra

For example, the 4Ps…

© Chandradeep (CD) Mitra Let’s start with the First P – ‘Product’

© Chandradeep (CD) Mitra

The Marketer has little control over the

• Real-time & Collective Consumption

But what exactly is the Sports ‘Product’?

© Chandradeep (CD) Mitra

© Chandradeep (CD) Mitra

© Chandradeep (CD) Mitra

L - Sports-related Lifestyle & Leisure

E - Sports-related Entities & Events

© Chandradeep (CD) Mitra

© Chandradeep (CD) Mitra

© Chandradeep (CD) Mitra

• Marketing & Pricing Multiple Offerings

© Chandradeep (CD) Mitra

© Chandradeep (CD) Mitra

© Chandradeep (CD) Mitra

© Chandradeep (CD) Mitra

© Chandradeep (CD) Mitra

© Chandradeep (CD) Mitra

© Chandradeep (CD) Mitra

© Chandradeep (CD) Mitra

© Chandradeep (CD) Mitra

© Chandradeep (CD) Mitra

© Chandradeep (CD) Mitra

© Chandradeep (CD) Mitra

© Chandradeep (CD) Mitra

© Chandradeep (CD) Mitra

• Vital part of our daily lives

Is there anything else that makes Sports uniquely

© Chandradeep (CD) Mitra

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