17-1 Chapter 17 Distribution Decisions in Sports Marketing McGraw-Hill/Irwin©2007 The McGraw-Hill Companies, All Rights Reserved.

17-1

Chapter 17Chapter 17

Distribution Decisions Distribution Decisions

in Sports Marketingin Sports Marketing

McGraw-Hill/Irwin ©2007 The McGraw-Hill Companies, All Rights Reserved

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Distribution (Place)Distribution (Place)

• Distribution Is the Second Variable of the Traditional Marketing Mix

• Represents Decisions Regarding the Manner in Which Sports Products Are Made Available to the Sports Consumer

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Spectator SportsSpectator Sports

• Live Audience – Those Spectators in Attendance at the Sports Venue

• Media-Based Audience – Those Who Witness the Event Via Some Electronic Medium

• Marketing Objective May Focus on Either or Both of the Two Types of Audiences

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Spectator Sports – Spectator Sports – Live AudienceLive Audience

• Venue Issues

– Where Shall Special Events be Staged?– In Which Cities Should Teams be Located?– Is a New Facility Needed

• Where Should the Community’s New Stadium Be?• Single-Purpose or Multipurpose Facility?• How Many Fans Should the Facility Seat?

– When Should the Event be Staged?

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• Ticket Issues (Ticket Distribution Strategy)

– Traditional Box Office– Phone Orders– Authorized Ticket Retailers and Brokers– Internet

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• Unaffiliated Ticket Distribution

• Not Part of Marketer’s Own Strategy– Unauthorized Resellers

• Scalpers Who Speculate

– Internet Agencies• Bring Buyer & Seller Together (i.e. eBay)

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Spectator Sports – Spectator Sports – Media-Based AudienceMedia-Based Audience

• Television

– Free-to-Air TV – Major Networks

– General Sports Networks – ESPN; SkySports

– Specific Sport Network – Golf Channel

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• Television (Continued)

– Sports Tier – NFL Sunday Ticket on DirecTV

– Team-Dedicated Networks – YES Network

– Pay-Per-View (PPV) – Boxing Match

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• Concerns About PPV

– Will Prime Events Move from Free-to-Air TV to a PPV Format Exclusively?

• Super Bowl; Olympics; World Cup of Soccer

– Australia’s Antisiphoning Law• Assures Free Availability of Key Events

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• Radio

– AM

– FM

– Satellite• Sports Tiers

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• Internet

– Free-to-Air Radio Stations with Web Access

– Audio Streaming

– Video Streaming

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• Cellular Phones– Emerging One-to-One Broadcast Medium

• Smart Watches– Still a Novelty

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Market Development StrategiesMarket Development Strategies

• New Target Markets for a Spectator Sport

• New Demographic Group– X Games New Emphasis on Female Segment

• New International Target Market– Cricket in USA; Gridiron Football in China

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• Global Competition– Showcase Sport in New Locations

– NHL Players in Olympics– World Baseball Classic– NASCAR in Mexico– NBA’s “Basketball Without Borders”

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• Global Media

– World Cup of Soccer 2006 Shown Live on TV in Many Markets

– Internet Streaming Makes Small or Emerging Markets Accessible

– Satellite Radio

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Participation SportsParticipation Sports

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SASSSASS

• Sporting Goods, Apparel, Athletic Shoes, and Sports-Related Products

• General Retailing Principles Provide the Framework for the Distribution of SASS

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SASSSASS

• Key Question Concerns the Scope of Distribution in a Given Geographic Area

– Intensive Distribution

– Selective Distribution

– Exclusive Distribution

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SASSSASS

• Role of Nonstore Retailing

• Direct Response Marketing (DRM)

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Sports-Related ProductsSports-Related Products

• Sold at the Venue

– Optimal Number of Service Outlets

– Service in Seating Area

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Closing CapsuleClosing Capsule

• “If you build it, he will come”

• That Popular Line from the Movie “Field of Dreams” Does not Truly Explain Most Sports Marketing Efforts

• An Effective System Must be Implemented in an Effort to Reach Each Target Market

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• Spectator Sports

• Live Audience– Venue Issues (i.e. Capacity)– Ticket Issues (i.e. Use of Internet)

• Media-Based Audience– A Broad Array of Options

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• Market Development for Spectator Sports

• Effort to Grow the Market by Reaching New Target Markets

• Live and Media-Based Efforts

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• Participation Sports– Different Types of Facilities– Marketers Need to Balance Supply & Demand

• SASS– Driven by General Retailing Principles

17-1 Chapter 17 Distribution Decisions in Sports Marketing McGraw-Hill/Irwin©2007 The McGraw-Hill Companies, All Rights Reserved.

Documents

sports consumer slide

participation sports

sports products

distribution of sass

borders slide

novelty slide

ebay slide

brokers internet slide