Lecture1: Sports Marketing
 Sporting Events
 Sports touches people’s lives in unique way.
 Sports has a unique ability to bring people
together.
 Sport is a source of diversion or physical
activity engaged in for pleasure.
“ There is no greater camaraderie sitting in a
section of fans that bleed the same team color...
cultural differences become meaningless... there
are no differences in ethnicity, income level, or
age... we are united in cheering, jeering, and just
enjoying the sporting event” – Tuchman, 2009
Sports Management
 Sports management involves any combination
of skills related to planning, organizing,
directing, controlling, budgeting, leading and
evaluating within the context of an
organization or department whose primary
product is related to sports or physical
activity.
Sports Marketing
 The application of marketing principles and
processes to sports products and the
marketing of non-sports products through
association with sports.
 Sports Marketing is simply a sales or publicity-
related activity associated with an organized
sporting event, its personality, or the celebrity
lifestyle.
 The goal is to provide the client with strategies
to promote the sport or to promote something
other than sport through sports.
Marketing Strategy
1. Marketing of Sports
2. Marketing Through Sports
3. Grassroots Sports Marketing
Types of Sports Products
 Sporting Goods
 Sports Training
 Sports Information
The Marketing of Sports Team and Event
Sports Marketing Agencies:
 Specialty firms that service the promotional
and sponsorship needs of sporting events,
teams and individual athletes.
Sports Marketing Professionals:
 Internal marketers that are responsible for
promoting the team or event for which they
work.
 Secure radio and newspaper spots to
advertise upcoming games or device special
offers and product giveaways to encourage
attendance.
Ways to market a professional sports team:
1. Websites/Social Media
2. Email Campaigns for ticket
3. Video Interviews
4. Jersey or team merchandise giveaways
5. Public speaking engagements for star players
6. Community outreach
7. Selling merchandise
Endorsement
 Marketing and promotion through the sport
and through the club. It involves sponsorship,
corporate events and boxes, licensed
merchandise, names and images.
Sports Sponsorship
1. Sports Athlete sponsorship – individual
sports people are sponsored by a brand
2. Sports Organization sponsorships – when
the team or league is being sponsored by a
brand
3. Sports event sponsorships - where sports
events like international of regional
tournaments are sponsored by a brand.
Grassroots Sports Marketing Benefits of Sports Marketing
 It is part of the field of marketing known as  Build brand awareness and new clients
social marketing.  Increase sales and good ROI
 This refers to marketing something that is of  Specified target audience
benefit to the public, atarnd is normally done  Brand Loyalty
 Career Opportunities
by government or charities rather than private
sector organizations. Players of Sports Marketing
 Grassroots is all about is establishing a deep • Teams
relationship with local communities, making • Leagues
them aware of the brand and hopefully • Venues
connect with it. • Athletes
• Agents
How is Sports Marketing different from traditional • Intermediaries
goods/services marketing?
Sectors of Sports Marketing
 By understanding the differences we can • Rights Holders
understand the effectiveness of sports • Broadcasters
marketing principles. • Facilities/Venues
• Promoters
 A sport consumer is someone who generally • Buyers/Sponsors
uses sport products or services. • Agents/Athletes
 A sport customer is someone who pays for the • Event Management/Operations
use of a specific product or service.

Career Opportunities in Sports Marketing

 Sales, Advertising, and Promotion
 Social Media Managers and Public Relations
 Retail Operations
 Hospitality Industry
 Facilities Management/Venue Operations