Using Sports to Market Products

Audience

TypicalYoung market-X GamesBaby Boomers-personal fitness

Stats

Golfers1970-11.2 million1997-24.7 million

Sports Programming1971-800 hours1992-1,800 hoursBefore cable expansion

Why are sports so powerful?

More money is spent on sports than any other recreational pursuitMental energyEmotional ties Green Bay Packers vs. Bears Cleveland Browns-hate mail and bomb threats

New Markets-Women Sports Women make 80% of all buying decisions Spend $5 billion/year on sports wear 1971-1 in 29 vs. 1998-1 in 3

How Companies Decide

Hire outside firms

Some have own sports marketing group

ESPN Chilton Sports PollLargest firmDemographic dataAdvice on how to attract a market

What is a sponsor?

A person, organization, or business that gives money or donates products and services to another person, organization, or event in exchange for public recognition

USA Gymnastics PGA

Olympic Total Partners

The X Games

Who were the sponsors? Why?

Nokia Sugar Bowl

Who are the sponsors? Why

Why Sponsor?

Increase salesIntroduce new productCompete for many customers in one placeIdentify with target marketEarn goodwillCommitment to communityEnter new marketsEntertain clients or customersEnhance companies image

What do sponsors need?

A return-a profit ($) from the sponsorship