chapter 07
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SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
CHAPTER 7 SLIDE 1
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