chapter 07

17
© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING SPORTS AND ENTERTAINMENT MARKETING CHAPTER 7 SLIDE 1 CHAPTER CHAPTER 7 7 Sports Marketing 7.1 7.1 Marketing Firms 7.2 7.2 The Global Market 7.3 7.3 Careers in Sports Marketing

Upload: brad-mccullough

Post on 14-Jan-2015

541 views

Category:

Business


4 download

DESCRIPTION

 

TRANSCRIPT

Page 1: Chapter 07

© SOUTH-WESTERN/THOMSON

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

Page 2: Chapter 07

© SOUTH-WESTERN/THOMSON

SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING

CHAPTER 7 SLIDE 2

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.

Page 3: Chapter 07

© SOUTH-WESTERN/THOMSON

SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING

CHAPTER 7 SLIDE 3

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

Page 4: Chapter 07

© SOUTH-WESTERN/THOMSON

SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING

CHAPTER 7 SLIDE 4

Service Specifics

Match athletes and businesses for their mutual benefit

OlympicsBroadcast partnershipEndorsements

Page 5: Chapter 07

© SOUTH-WESTERN/THOMSON

SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING

CHAPTER 7 SLIDE 5

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

Page 6: Chapter 07

© SOUTH-WESTERN/THOMSON

SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING

CHAPTER 7 SLIDE 6

Providing Incentives

Encourage salespeople and attract new clients and buyers

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

Page 7: Chapter 07

© SOUTH-WESTERN/THOMSON

SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING

CHAPTER 7 SLIDE 7

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

Page 8: Chapter 07

© SOUTH-WESTERN/THOMSON

SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING

CHAPTER 7 SLIDE 8

Pro Bono

“For the good”Services that a sports marketing firm

provides for freeCompanies and sports teams brought

together for the benefit of both

Page 9: Chapter 07

© SOUTH-WESTERN/THOMSON

SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING

CHAPTER 7 SLIDE 9

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.

Page 10: Chapter 07

© SOUTH-WESTERN/THOMSON

SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING

CHAPTER 7 SLIDE 10

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

Page 11: Chapter 07

© SOUTH-WESTERN/THOMSON

SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING

CHAPTER 7 SLIDE 11

Other International Sports Trends

Strengthening of the Olympic gamesAdvances in communications and

transportation

Page 12: Chapter 07

© SOUTH-WESTERN/THOMSON

SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING

CHAPTER 7 SLIDE 12

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

Page 13: Chapter 07

© SOUTH-WESTERN/THOMSON

SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING

CHAPTER 7 SLIDE 13

International Market Niches

Big businessEarnings drive the industry

Page 14: Chapter 07

© SOUTH-WESTERN/THOMSON

SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING

CHAPTER 7 SLIDE 14

Marketing Women’s Sports

Years of neglectGrowing popularity of women’s

professional sportsNew female fans

Page 15: Chapter 07

© SOUTH-WESTERN/THOMSON

SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING

CHAPTER 7 SLIDE 15

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.

Page 16: Chapter 07

© SOUTH-WESTERN/THOMSON

SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING

CHAPTER 7 SLIDE 16

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

Page 17: Chapter 07

© SOUTH-WESTERN/THOMSON

SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING

CHAPTER 7 SLIDE 17

Focus on Careers

Media—print, radio, television, and the Internet

ApprenticeshipsPublic relations skillsOld-fashioned hard work