Economic Impact of Sports Marketing. A sports consumer is a person who may play, officiate, watch, listen to sports, or read, use, purchase, and/or.

Economic Impact Economic Impact of Sports of Sports

MarketingMarketing

A sports consumer is a person who may play, officiate, watch, listen to sports, or read, use, purchase, and/or collect items related to sports. The goal of planning sports marketing strategies is to The goal of planning sports marketing strategies is to

encourage the consumer to purchase tickets and/ or encourage the consumer to purchase tickets and/ or merchandise.merchandise.

Market segmentation is analyzing the market by looking at: Geographics Demographics Psychographics Product benefits

Market segmentation of the sports consumer Market segmentation of the sports consumer can change, so marketers must constantly can change, so marketers must constantly check approval ratings.check approval ratings. Ex.) Before Tiger Woods was a

success, the market for golf was mainly men 30-60, with incomes between $50,000- $175,000. Now, there is a teenage market because of sponsors like Nike, Wheaties, PGA Tour Series video games, and Gatorade.

Every decision you make keeps people involved in the event employed; purchasing a ticket, parking your car, buying food and merchandise. As the economy grows, more As the economy grows, more infrastructureinfrastructure is needed to is needed to

support athletic events; the physical development of an support athletic events; the physical development of an area, which includes all major public systems, services, and area, which includes all major public systems, services, and facilities of a country or region needed to make a location facilities of a country or region needed to make a location function.function.

▪ Ex.) Olympic Games, Super Bowl

One of the top tourist destinations in the world.One of the top tourist destinations in the world. Welcomes over 30 million tourists every year. Opened in 1971, Walt Disney World has helped the economy

continuously grow.

▪ Because of the growth, professional sports has become a part of Florida’s economy; Wide World of Sports complex was opened.

A A sports franchisesports franchise in sports is an agreement or in sports is an agreement or contract for a sports organization to sell a parent contract for a sports organization to sell a parent company’s good or service within a given area.company’s good or service within a given area. Orlando Magic joined the NBA for the

1989-1990 season. But nearly 4 years before that, Jim Hewitt

began promoting the idea; selling t-shirts, hats, and convincing residents to make $100 deposits on season tickets.

Los Angeles Stadium

Sports products are goods, services, ideas, or a combination of those things, provided to consumers. Besides sports products in the form of goods & services, they

can also include athletes as well. There are 4 types of sports products:

Sporting events: core product of sports- games, events, and competitions.

Sports information: involves news, statistics, schedules, and stories.

Sports training: provided through fitness centers, sports camps, and lessons.

Sporting goods: products including equipment, licensed merchandise, collectibles, memorabilia, and apparel & accessories.

Sports products differ from typical consumer products because they have the ability to generate a greater variety of related products; product extensions. Ex.) The Super Bowl is a core, main sports product. From

that event, product extensions develop (programs, tickets that can be saved as collectibles, videos, statistics in the news, related television programs, and t-shirts, etc.

Promotional Schedule | phillies.com: Schedule

Team Promotions…

Sports marketing helps businesses make $ as consumers have fun, but marketers often face challenges & obstacles. Marketing activities and sponsors for events are different

because there are different target markets for each sport.▪ Ex..) The L.A. Sparks have won the WNBA national championship

2 seasons in a row. However, the media gave the announcement lower-profile exposure.

So in order to gain support, the Sparks are heavily involved in grassroots marketing; marketing activities on a local community level. Charities, fund-raising, etc.

In order to get as many new fans out to see your new team, many marketing strategies must be utilized.

So now…it is your job to create a promotional schedule for your “NEW” team for next season. Once you devise a promotional schedule, a magnet will be

created to let fans know of the schedule. Therefore, the schedule MUST include:▪ Specific dates announcing promotional goods (age requirements,

etc.)▪ At least 4 promotional dates▪ Color ▪ Graphics