Sports & Recreation Industries

- Teacher Notes
Directions:
Fill in the blanks.

Methods of Sports Marketing Segment

1. Methods of Sports Marketing

• Licensing
• Sponsorships
• __endorsements___________
• Promotions

2. Licensing
• Is an ___agreement__________ which gives a company the right to
use another’s brand name, patent or intellectual property for a royalty
– ____licensor_________ - company or individual granting the
license for a fee in a contract
– licensee - company or individual paying for the rights to use the
name or property
Royalty - a fee which is paid to the licensor

3. Licensing Examples
• ABC® (licensee) makes a _____documentary________ about the
Seattle Seahawks’ (licensor) path to the championship
• Addias® (licensee) makes official NBA® (licensor) jerseys
• Nike® (licensee) makes hats and T-shirts with University of Texas
(licensor) __colors and logos___________
Can you think of any other licensing examples in or out of the sporting
industry?

4. Sponsorship
• Is the _promotion________ of a company in association with a
property or event
• Generates funds for all facets of sporting venues
• Helps increase a company’s __branding___________
• Can be flexible

Accompanies: Sports & Recreational Industries 1

 Sports & Recreation Industries
- Teacher Notes
– company can sponsor all or portions of a sporting event Branding -
the process of forming a mental association with a company or product

5. Sponsorship Examples
• Aflac® __Player of the game___________
• Coca-Cola®…the official soft drink of today’s game
• __AT&T______® Center in San Antonio: the home of the San Antonio
Spurs Can you think of any other examples of sponsorship?

6. Endorsements
• Are statements of ___approval__________ concerning a product or
company made by an individual or organization on the behalf of the
producer
• Generate __publicity___________ through the use of an individual’s or
organization’s celebrity in an advertisement
• Give familiarity and credibility to a product by making it relatable to a
consumer

7. Example Endorsements
• Nike® has been endorsed by Tiger Woods, LeBron James and
___Serena Williams__________
• Hanes® is endorsed by Michael Jordan
• __Canon___________® has an endorsement deal with Maria
Sharapova Can you think of other examples of endorsements?

8. Promotions
• Are in-game or in-concert activities designed to entertain and advertise
to consumers
• Provide __event ___________ marketers with creative ways to
entertain fans
• Offer _____sponsors________ with memorable ways to advertise to
consumers

9. Promotion Examples
• Million-dollar __halftime___________ half-court shot at a basketball
game

Accompanies: Sports & Recreational Industries 2

 Sports & Recreation Industries
- Teacher Notes
• Halftime kick at a football game for free rent
• Hamburger-eating contest between the periods of a
__hockey___________ game
Can you think of any other promotion examples?

10. Sports Marketing Firms

• Ensure companies have a ____solid_________ sports marketing plan
• Work with both sides of contract negotiations to ensure everyone gets
what they want
• Include the following examples: – ___Millsport__________
– The Athletes Agency

11. Sports Marketing

• Is a __multibillion___________-dollar global industry
• Includes all marketing activities designed to satisfy sports consumers
• Uses mainstream or alternative sports and/or the figures associated
with these sports to connect with a targeted group of consumers
• Builds ___positive__________ brand awareness and supports retail
and sales promotions
• Can be completed either by a sports marketing firm or a general
marketing firm

Accompanies: Sports & Recreational Industries 3