sports marketing brands...corporate hospitality / entertainment (e.g. corporate golf days, mvp...
TRANSCRIPT
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SPORTS
MARKETING
&
Brands
by
Rod Nepomuceno
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What’s my “K”?
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In 1997, I was appointed IMG Country Manager
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McCormack was known worldwide as the pioneer and founder of
the sports marketing industry.
IMG is the world's largest sports and lifestyle marketing and
management company, representing the world's top athletes,
broadcasters, models, classical musicians, authors, newsmakers
and others.
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IMG clients include Arnold Palmer, Jack Nicklaus, Gary Player,
Tiger Woods, Annika Sorenstam, Pete Sampras, Andre Agassi,
Serena Williams, Venus Williams, Wimbledon, Derek Jeter, Vince
Carter, Peyton Manning, Bob Costas, Jack Welch, Elizabeth
Hurley, Liv Tyler, the Nobel Foundation, the Kennedy Space
Center and the Smithsonian Institution.
As a successful international entrepreneur, he revolutionized the
sporting world by establishing athlete representation as a distinct
business discipline and by demonstrating the value of sports as a
cost-effective corporate marketing tool.
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As a result….
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As a result….
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Why I chose to preach the
gospel of “Sports” to brands
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People are already sold to sports
And that makes the job easier to sell your brand
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“Sports Marketing”
What comes to mind -- >
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Tell me what I can
do for you, Rod… Show me the
money!!!
Athlete Endorsement
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Sports Event Sponsorship
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Sports marketing is much, much
more than athlete endorsement,
and sports event sponsorship
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1. Sport events sponsorship
2. Athlete endorsement
3. Team sponsorship / naming rights
(Samsung & Chelsea)
4. Sports event organization, marketing,
implementation – and evaluation of any
event related to sports (Shakey’s V-
League, Air21 Padyak Pinoy, Run United)
5. Sports merchandising / sports products
(e.g. Toby’s, Planet Sports)
6. Sports Licensing (e.g. Nike selling NBA
products, McDonald’s Olympic glasses)
7. Corporate hospitality / entertainment (e.g.
corporate golf days, MVP Sportsfest)
Scope of Sports Marketing
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8. Sports broadcasting, on-air branding, and
syndication (AKTV, Balls)
9. Sports consultancy (Crush, IMG, Sunrise)
10. Sports training facility management (Nick
Bolleteri)
11. Sports video games (2K12 NBA Jam)
12. Sports association representation (IMG
Wimbledon)
13. Sports stadium marketing (Staples Center)
14. Sport-themed advertising (Agencies doing
Gatorade ads)
15. Sports Tourism (Tour de France, Olympics,
Boston Marathon, Standard Chartered Run in
Singapore)
Scope of Sports Marketing
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Team Sponsorship
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Sports Event Organization
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Sports Event Naming Rights
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HISTORY OF SPORTS MARKETING
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HISTORY OF SPORTS MARKETING
• Based on historical accounts, sports can
be credited to the Greeks, Chinese,
Egyptians
• But from Homer’s ‘Iliad,” we learn that
athletic competition from the beginning was
part of a larger festival (in the ‘Iliad’ -- it
was the funeral games from Patroclus)
• Drawings in prehistoric caves show that
men and women have always enjoyed
games of leisure, recreation and sport
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HISTORY OF SPORTS MARKETING
• 1870s - tobacco companies put
baseball cards in packs
• Jesse Owens got free pair of Adidas
(1936 Olympics)
• Important day -- when golfer Arnold
Palmer shook hands with a lawyer
named Mark McCormack (IMG). This
was the dawning of television. Palmer
was the first millionaire athlete,
because he was sold as an endorser
and as a billboard
• This led to advertising money
pouring into sports telecasts, on
athletes, and in sports billboards
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HISTORY OF SPORTS MARKETING
What can we learn from history?
• Sports was a social event - and always will be
• Sports is an integral part of life.
• Sports is a big part of pop culture.
• Sports is a unifying force - it brings us together.
• Sports is compelling.
• Sports attracts.
• Sports is universal.
• Sports is fun.
• Sports sells.
• Sports can help you sell.
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WHY SHOULD A BRAND CONSIDER
SPORTS MARKETING?
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Precisely because of what history has taught us:
• Sports was a social event - and always will be
• Sports is an integral part of life.
• Sports is a big part of pop culture.
• Sports is a unifying force - it brings us together.
• Sports is compelling.
• Sports attracts.
• Sports is universal.
• Sports is fun.
• Sports sells.
• Sports can help you sell.
WHY SHOULD A BRAND CONSIDER
SPORTS MARKETING?
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For a brand person or
advertiser, the part that
says ->
“Sports can help you sell”
-- is the most compelling
& most intriguing
Sports from an Advertiser’s Perspective
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How can sports help you sell?
The most obvious answer: The crowd
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How can sports help you sell?
The more important aspect: Creating the “pull”
Sports promotes so many positive values
that can be aligned to your own corporate
values
(1) Discipline (8) Hard work
(2) Determination (9) Perseverance
(3) Patience (10) Focus
(4) Sportsmanship (11) Camaraderie
(5) Teamwork (12) Competitiveness
(6) Courage (13) Health & Fitness
(7) Fun (14) Respect
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Ok, so Sports Marketing works.
But…
How effective is it?
Does my brand really need it?
Should I invest in sports marketing?
How should I invest?
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The Answer
It depends.
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What are you marketing / selling?
(e.g. The Rolex story)
Does sports fit your category?
Does sports fit your brand personality?
What’s the reason I am using sports?
Who’s deciding?
Is it the right time?
Is it sustainable?
Has it potential to grow?
To get the answer, you have
to ask more questions:
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CASE STUDY NO. 1 What are you selling?
Pacquiao = Cool gadget?
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CASE STUDY NO. 2 Does it fit your category?
THE PBA / PBL
• In terms of promoting
basketball, it’s a success
• In terms of promoting the
brands, it’s a success – e.g.
Ginebra, San Miguel, Alaska,
Hardiflex, Hanford
• But for some brands, it
didn’t fit at all
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CASE STUDY NO. 3 What is the reason for using sports?
THE 1st Smart
National Wall Climbing
Challenge
It wasn’t about wall climbing.
It was all about “Ain’t no
mountain high enough”
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CASE STUDY NO. 4 “Right Timing”
McDonald’s “Jab Fair”
•At first it didn’t seem a fit
•But an endorsement deal
was brewing
•It was a fit to the endorser
(Pacquiao) and it was
a fit for the campaign
The 1st Boxing Lifestyle Fair
A Knockout of an Event!!!
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Jab Fair Print Ad
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A Great “Jab” Indeed
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CASE STUDY NO. 5 Does it have potential to grow? McDonald’s “Soccer Mania” •Success in terms of promoting
soccer to the masses
•Success in generating
goodwill & promoting the
brand
•Success in really being
the first to promote
soccer to where the
people are.
•Success in being the first,
being the trailblazer
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We kicked some ass.
Sales-generating event:
McDo Proof of Purchase
condition to participate
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And media noticed.
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CASE STUDY NO. 6 Does it fit your personality?
Talk n’ Text “Pabuenas sa Tres” •Success in terms of promoting
basketball to the masses
•Success in integrating TnT’s
support for basketball (PBA)
and leveraging on what they
are already spending on
•Success in sales
•Success in leveraging on their
brand’s personality
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Talk n’ Text’s Most Successful Activation Campaign for 2011
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Because of the success of “Pabuenas sa Tres,” Talk n’ Text tapped Crush again in late 2011 – this time as an accredited agency (not as an event organizer with a sponsorable event) in the latter part of 2011 to extend the campaign, and this time, entitled the event activation campaign to…
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CASE STUDY NO. 6 Is it sustainable?
JVC Badminton Challenge
• Success in terms of promoting
and growing the sport
• Success in generating
goodwill & promoting the
brand
• Success in implementing for a
couple of years
• Did it lead to brand success?
Not sure.
(But to be fair, there are other factors)
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Even if you ask the right
questions and answer them
well, can a sport marketing
campaign fail?
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Absolutely.
• When endorser athletes get into trouble
• When teams or players suck
• When corporate and brand strategy changes
• When it is implemented wrongly
• When it is not marketed properly
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Sports Marketing
Mythbusters
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Myth No.1
You have to be passionate
for the sport you choose to
leverage your brand on
Truth
Nope. The sport you like
or you play is, in all
likelihood, not the sport for
your brand
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Myth No.2
Buy from someone who is
passionate about his sport
Truth
Not necessarily. The guy
will always be subjective
and not give you an
objective reason why you
need to sponsor his sport
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Myth No. 3
The more popular the
sport, the better
Truth
Not necessarily.
Sometimes the best route
is to “adopt” a sport and
own it
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Myth No.4
Sports marketing is all about
sports
Truth
Nope. Sports is about sports.
Sports marketing is business.
Sports is just the platform. At
the end of the day, it’s all about
the affinity you build, and the
numbers
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Myth No.5
Sports marketing is all about
putting slapping my brand on a
player or a billboard
Truth
Nope. Truth is, sports
marketing is a numbers game.
Ultimate goal is a number –
either sales, or contacts, or
eyeballs
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Myth No.6
Sports marketing allows me to
sell and therefore I can get
back my investment
Truth
No. Truth is, sports marketing
is ALSO about winning hearts –
and affinity. It’s also largely a
branding exercise
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Myth No.7
Sports marketing is only for
those who know or like sports
Truth
Sports marketing is for any
brand marketer whose brand
can leverage on the values and /
or popularity that a sport
communicates
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Myth No.8
Sports marketing is only for men
Truth
Sports marketing is a good
profession for women because it
requires attention to detail (and a
lot of knowledge in cosmetics)
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Myth No.8
If you put a sport in a mall, it will
be a hit (and it will sell)
Truth
Nope. The sport has to be (1)
sexy; (2) has to have a loyal,
rabid following, albeit small (a
community); (3) has to be
sustained; and (4) relatable to
the generable public
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Myth No. 9
Sports events are only for brands /
companies who are into sports
(e.g. Gatorade, Nike)
Truth
Nope. Louis Vuitton Cup. State
Farmers Insurance Cup, Fedex
Cup, Johnny Walker Super Tour)
![Page 58: SPORTS MARKETING Brands...Corporate hospitality / entertainment (e.g. corporate golf days, MVP Sportsfest) Scope of Sports Marketing 8. Sports broadcasting, on-air branding, and syndication](https://reader034.vdocument.in/reader034/viewer/2022050423/5f924b8c08aa753fc80cfa38/html5/thumbnails/58.jpg)
Myth No. 10
Once a sport becomes big, it
can only get bigger
Truth
Nope. Badminton is now on a
downtrend. Wall Climbing is
almost zero. Kickboxing is also
so-so. Football is plateauing.
People are always trying to find
something new
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Myth No. 11
If I am sponsoring / organizing
a sport that my CEO loves, I
should be ok
Truth
No, you’re not. CEOs should
not decide sports sponsorship
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Myth No. 12
The bigger the investment in
sports, the better
Truth
Not necessarily (MBA)
![Page 61: SPORTS MARKETING Brands...Corporate hospitality / entertainment (e.g. corporate golf days, MVP Sportsfest) Scope of Sports Marketing 8. Sports broadcasting, on-air branding, and syndication](https://reader034.vdocument.in/reader034/viewer/2022050423/5f924b8c08aa753fc80cfa38/html5/thumbnails/61.jpg)
Investment to Benefit Ratio in
Sports Marketing
Is it really worth sponsoring the Olympics?
Posted by: Jenni Baker
07 JUNE 2012
The Olympics – a major international sporting event
that comes around every four years. It’s no wonder
that brands are keen to pay big bucks to get involved...
But is it really worth forking out all that cash? What
value do brands really get out of it?
I came across some research earlier from Opinium
Research, who has been keeping a close eye on not
only this year’s official Olympic sponsors, but also the
brands that have no connection with the Games, but
that are benefiting from it.
![Page 62: SPORTS MARKETING Brands...Corporate hospitality / entertainment (e.g. corporate golf days, MVP Sportsfest) Scope of Sports Marketing 8. Sports broadcasting, on-air branding, and syndication](https://reader034.vdocument.in/reader034/viewer/2022050423/5f924b8c08aa753fc80cfa38/html5/thumbnails/62.jpg)
Investment to Benefit Ratio in
Sports Marketing
Is it really worth sponsoring the Olympics?
Posted by: Jenni Baker
07 JUNE 2012
A survey of 2,000 people in the UK showed that only
10% of Brits are aware that BMW is an official Olympics
partner. McDonald’s and Coca-Cola came out on top as
the most recognised Olympic sponsors, with almost half
of the UK aware that they are partners, with the
awareness growing even more as we get closer to the
London 2012 Olympic Games. Coca-Cola, in fact, has
seen the biggest increase of 10 points between January
and April.
![Page 63: SPORTS MARKETING Brands...Corporate hospitality / entertainment (e.g. corporate golf days, MVP Sportsfest) Scope of Sports Marketing 8. Sports broadcasting, on-air branding, and syndication](https://reader034.vdocument.in/reader034/viewer/2022050423/5f924b8c08aa753fc80cfa38/html5/thumbnails/63.jpg)
Investment to Benefit Ratio in
Sports Marketing
Is it really worth sponsoring the Olympics?
Posted by: Jenni Baker
07 JUNE 2012
But what is more interesting is that while brands pay a
lot of money to be associated with the Olympics, those
that aren’t involved are mistakenly getting credit from the
public.
A fifth (22%) of Brits mistakenly believe that EDF’s rival
British Gas is a partner to the Olympics. Meanwhile,
Visa, British Airways, Lloyds TSB and Coca-Cola may
not be so happy to find that their biggest rivals
Mastercard (20%), Virgin Atlantic (18%), HSBC (14%)
and Pepsi (11%) are thought of as being partners to the
Olympics.
![Page 64: SPORTS MARKETING Brands...Corporate hospitality / entertainment (e.g. corporate golf days, MVP Sportsfest) Scope of Sports Marketing 8. Sports broadcasting, on-air branding, and syndication](https://reader034.vdocument.in/reader034/viewer/2022050423/5f924b8c08aa753fc80cfa38/html5/thumbnails/64.jpg)
Investment to Benefit Ratio in
Sports Marketing
Is it really worth sponsoring the Olympics?
Posted by: Jenni Baker
07 JUNE 2012
Conclusion:
It’s clear that the big global brands among us – such as
McDonald’s and Coca-Cola – have a lot to gain from
sponsoring a major sporting event such as the
Olympics, but, as this latest research shows, maybe
you don’t have to fork out the big bucks to increase
brand awareness.
![Page 65: SPORTS MARKETING Brands...Corporate hospitality / entertainment (e.g. corporate golf days, MVP Sportsfest) Scope of Sports Marketing 8. Sports broadcasting, on-air branding, and syndication](https://reader034.vdocument.in/reader034/viewer/2022050423/5f924b8c08aa753fc80cfa38/html5/thumbnails/65.jpg)
The future of sports marketing,
both around the world and in
the Philippines
![Page 66: SPORTS MARKETING Brands...Corporate hospitality / entertainment (e.g. corporate golf days, MVP Sportsfest) Scope of Sports Marketing 8. Sports broadcasting, on-air branding, and syndication](https://reader034.vdocument.in/reader034/viewer/2022050423/5f924b8c08aa753fc80cfa38/html5/thumbnails/66.jpg)
Sports marketing is a growing field
in the U.S. and around the world
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In the Philippines, the time is ripe for sports marketing, both as a field of expertise – and as a marketing platform - to grow
Why?
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No. 1: Our victory in the 2005 SEA Games-- sans basketball -- has
undoubtedly increased the interest in other sports (and other sports stars)
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No. 2: Filipinos are beginning
to excel internationally
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No. 3: Now more than ever, companies (and
heads of companies) are seeing the
importance of supporting sports
And putting money where their mouth is
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No. 4: As economy picks up, more people
will get into sports
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No. 5: More people – especially influencers -
are getting into an active lifestyle. That’s
not a trend, that’s a total shift in behavior
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A simple rule to follow
If your product is a sports product
(e.g sports shoe, hydration drink)
--> sports marketing should be the
main thrust of your marketing plan
If not, sports marketing can play a
minor role -- but it MUST still be
consistent to your brand essence &
personality (e.g. bathroom fixture
company sponsoring football)
![Page 74: SPORTS MARKETING Brands...Corporate hospitality / entertainment (e.g. corporate golf days, MVP Sportsfest) Scope of Sports Marketing 8. Sports broadcasting, on-air branding, and syndication](https://reader034.vdocument.in/reader034/viewer/2022050423/5f924b8c08aa753fc80cfa38/html5/thumbnails/74.jpg)
Own a sport.
My Personal Approach on Sport Marketing
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Does owning a sport work for brand?
Absolutely! It’s a proven formula
JVC Badminton Challenge Milo Best Basketball Center Milo Marathon Nestea Beach Volleyball Adidas Streetball The Marlboro Tour The Camel Motocross Shakey’s V-League Samsung Best of the Best Taekwondo Run United Cobra Ironman Alaska Cup And Abroad…
• The Fedex Cup • Nissan Open • The Louis Vuitton Cup • The Buick Open • The Volvo Masters • The AT&T National Golf Cup • The Johnnie Walker Classic • The Volvo Ocean Race • The Standard Chartered Marathon • The OCBC Cycling Cup • The Barclays Premiere League • Nokia Football Crazy
All these brands have
gained immeasurable
equity by “owning” the
sports they adopted
Equity that translated to $$$
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In owning a sport, branding is not only
tolerated. Not only is it allowed. It is
expected. It is embraced.
Branding
Branding
Branding Branding
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Owning means you are “free” to
do what you want with the sport –
and with your brand
Blatant
Branding
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The Question Is:
What Sport Should You Own?
![Page 79: SPORTS MARKETING Brands...Corporate hospitality / entertainment (e.g. corporate golf days, MVP Sportsfest) Scope of Sports Marketing 8. Sports broadcasting, on-air branding, and syndication](https://reader034.vdocument.in/reader034/viewer/2022050423/5f924b8c08aa753fc80cfa38/html5/thumbnails/79.jpg)
Let’s start with--
What Sport Shouldn’t Own
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What Sport You Shouldn’t Own:
1.Basketball
2.Cycling
3.Running
4.Triathlon
5.Sport Climbing
6.Badminton
7.Soccer
Either they are
already owned,
saturated, or they
have been done
![Page 81: SPORTS MARKETING Brands...Corporate hospitality / entertainment (e.g. corporate golf days, MVP Sportsfest) Scope of Sports Marketing 8. Sports broadcasting, on-air branding, and syndication](https://reader034.vdocument.in/reader034/viewer/2022050423/5f924b8c08aa753fc80cfa38/html5/thumbnails/81.jpg)
Own a sport that is not yet
owned by another brand.
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Own a sport that is not
yet saturated.
![Page 83: SPORTS MARKETING Brands...Corporate hospitality / entertainment (e.g. corporate golf days, MVP Sportsfest) Scope of Sports Marketing 8. Sports broadcasting, on-air branding, and syndication](https://reader034.vdocument.in/reader034/viewer/2022050423/5f924b8c08aa753fc80cfa38/html5/thumbnails/83.jpg)
Other things to consider in
deciding what sport to own
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Own a sport that is sexy.
VS
![Page 85: SPORTS MARKETING Brands...Corporate hospitality / entertainment (e.g. corporate golf days, MVP Sportsfest) Scope of Sports Marketing 8. Sports broadcasting, on-air branding, and syndication](https://reader034.vdocument.in/reader034/viewer/2022050423/5f924b8c08aa753fc80cfa38/html5/thumbnails/85.jpg)
Own a sport that embodies
your brand’s essence,
benefits, attributes, and
promise.
![Page 86: SPORTS MARKETING Brands...Corporate hospitality / entertainment (e.g. corporate golf days, MVP Sportsfest) Scope of Sports Marketing 8. Sports broadcasting, on-air branding, and syndication](https://reader034.vdocument.in/reader034/viewer/2022050423/5f924b8c08aa753fc80cfa38/html5/thumbnails/86.jpg)
Own a sport that personifies
your target market.
![Page 87: SPORTS MARKETING Brands...Corporate hospitality / entertainment (e.g. corporate golf days, MVP Sportsfest) Scope of Sports Marketing 8. Sports broadcasting, on-air branding, and syndication](https://reader034.vdocument.in/reader034/viewer/2022050423/5f924b8c08aa753fc80cfa38/html5/thumbnails/87.jpg)
Own a sport that your
brand can build up and
grow with
![Page 88: SPORTS MARKETING Brands...Corporate hospitality / entertainment (e.g. corporate golf days, MVP Sportsfest) Scope of Sports Marketing 8. Sports broadcasting, on-air branding, and syndication](https://reader034.vdocument.in/reader034/viewer/2022050423/5f924b8c08aa753fc80cfa38/html5/thumbnails/88.jpg)
Own a sport that ideally
already has a passionate
community
![Page 89: SPORTS MARKETING Brands...Corporate hospitality / entertainment (e.g. corporate golf days, MVP Sportsfest) Scope of Sports Marketing 8. Sports broadcasting, on-air branding, and syndication](https://reader034.vdocument.in/reader034/viewer/2022050423/5f924b8c08aa753fc80cfa38/html5/thumbnails/89.jpg)
Own a sport that is
familiar to, and can be
done by, Key Opinion
Leaders
![Page 90: SPORTS MARKETING Brands...Corporate hospitality / entertainment (e.g. corporate golf days, MVP Sportsfest) Scope of Sports Marketing 8. Sports broadcasting, on-air branding, and syndication](https://reader034.vdocument.in/reader034/viewer/2022050423/5f924b8c08aa753fc80cfa38/html5/thumbnails/90.jpg)
Own a sport that
is familiar to, and can be
done by, the most
number of people
(especially among your
target market)
![Page 91: SPORTS MARKETING Brands...Corporate hospitality / entertainment (e.g. corporate golf days, MVP Sportsfest) Scope of Sports Marketing 8. Sports broadcasting, on-air branding, and syndication](https://reader034.vdocument.in/reader034/viewer/2022050423/5f924b8c08aa753fc80cfa38/html5/thumbnails/91.jpg)
Own a sport that
is not too complicated
Easy to learn, easy to transport, easy to be good at
![Page 92: SPORTS MARKETING Brands...Corporate hospitality / entertainment (e.g. corporate golf days, MVP Sportsfest) Scope of Sports Marketing 8. Sports broadcasting, on-air branding, and syndication](https://reader034.vdocument.in/reader034/viewer/2022050423/5f924b8c08aa753fc80cfa38/html5/thumbnails/92.jpg)
Own a sport that
is not too expensive to
implement
![Page 93: SPORTS MARKETING Brands...Corporate hospitality / entertainment (e.g. corporate golf days, MVP Sportsfest) Scope of Sports Marketing 8. Sports broadcasting, on-air branding, and syndication](https://reader034.vdocument.in/reader034/viewer/2022050423/5f924b8c08aa753fc80cfa38/html5/thumbnails/93.jpg)
Own a sport that can
serve as an anchor or
platform for a
campaignable /
sustainable message
![Page 94: SPORTS MARKETING Brands...Corporate hospitality / entertainment (e.g. corporate golf days, MVP Sportsfest) Scope of Sports Marketing 8. Sports broadcasting, on-air branding, and syndication](https://reader034.vdocument.in/reader034/viewer/2022050423/5f924b8c08aa753fc80cfa38/html5/thumbnails/94.jpg)
And there goes the final
buzzer!
Thank you, folks!