SPM 3160 Initial Exercise

Please note: You might be asked to share your answers to one or more of these questions
during one of the next few classes. Don’t worry about being correct here. Just give your best
answers right now as you understand them. This should take you at least 20 minutes, probably
more. If it doesn’t, think harder!

1. In your own words, define “sports marketing”. Think this through and be as thorough as
you can.

Sports marketing is how teams and organizations catch the attention and create revenue for
themselves. Through brand deals or commercials marketing in sports is such a big thing it is
one of the most significant routes to higher income and catching the attention of more people.

2. Given your definition in 1., which two organizations and/or individuals do you think are
the best sports marketers and why? Be specific. Use as much as space as you want.

Just from personal experience, I enjoy the way the Tampa Bay Buccs market their team. After
going to a masterclass with the team I walked away with a new perspective on how they do
things. They are always open and willing to help their community and host events for college
students to further their understanding of the industry. Marketing is not just about commercials
and brand deals it is about how you help the community and make an impact on others.
An individual I think that is great at marketing herself is Ashleigh Johnson the goalie for USA
Waterpolo. She has never forgotten where she came from and goes back constantly to help
coach the teams she used to play on as a kid. She loves what she does and wants to see
others in the sport succeed and she helps them rather than sitting back and doing nothing.

3. Given your definition in 1., which one organization and/or individual do you think has the
most to learn about being a good sports marketer and why? Be specific. Use as much space as
you want.

A sports organization I think could use some time to learn about sports marketing is the Chicago
Blackhawks. They have been having a really bad season and they have just become almost
irrelevant. They let their bad season affect how their team is perceived. Regardless of how a
team plays you must always market through this and keep yourself relevant rather than giving
up.