chapter 07

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CHAPTERCHAPTER 77Sports Marketing

7.17.1 Marketing Firms

7.27.2 The Global Market

7.37.3 Careers in Sports Marketing

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LESSON 7.1LESSON 7.1

Marketing Firms

GOALSGOALSExplain the role of a sports marketing

firm.Understand the importance of

maintaining a positive image for sports owners and marketing firms.

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Marketing Sports

Successful sports marketing firms Have integrity, broad and varied

expertise, and knowledge of information technology

Bring business sponsors and nonprofit sponsors together with sports teams, individual athletes, and coaches

Negotiate and manage contracts

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Service Specifics

Match athletes and businesses for their mutual benefit

OlympicsBroadcast partnershipEndorsements

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Role of the Agent

Agent—a person responsible for making contacts with clients and sponsors

Can represent individuals, businesses, or organizations

Turnkey operation—the firm handles everything from initial contacts to the final production of an event

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Providing Incentives

Encourage salespeople and attract new clients and buyers

Incentives—gifts or bonuses designed to motivate buyers, sellers, and sponsors

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The Big Picture

Sports are expensive.The image of owners

Often perceived as self-seeking businessmen

Provide the public with the sports entertainment it seeks

Willing to donate some proceeds to charitable causes

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Pro Bono

“For the good”Services that a sports marketing firm

provides for freeCompanies and sports teams brought

together for the benefit of both

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LESSON 7.2LESSON 7.2

The Global Market

GOALSGOALSDescribe sports that have become

popular internationally.Describe ways in which sports

marketing has increased international awareness of sports.

Explain some challenges in marketing the Olympics and women’s sports.

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The Migration of Sports

State of sports today has much to do with the political history of the past 50 years

United States occupation of Japan; American baseball

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Other International Sports Trends

Strengthening of the Olympic gamesAdvances in communications and

transportation

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World Sports Today

Scouting for talentScout—a team representative who travels

to locate the best athletes in their respective sports

Salaries, bonuses, and other incentives attract new players

Spreading the wordGlobal marketing

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International Market Niches

Big businessEarnings drive the industry

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Marketing Women’s Sports

Years of neglectGrowing popularity of women’s

professional sportsNew female fans

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LESSON 7.3LESSON 7.3

Careers in Sports Marketing

GOALSGOALSIdentify numerous sports marketing

careers.Describe skills and personal

characteristics necessary for a career in sports marketing.

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A Wide World of Careers Two roads to success

First is matching clients, overseeing projects, and providing follow-up evaluations

Second is technical services such as media, graphics and photography, and video production

Other marketing avenues College or university bookstores Team mascots

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Focus on Careers

Media—print, radio, television, and the Internet

ApprenticeshipsPublic relations skillsOld-fashioned hard work