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Explore the nature of sports market

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“Explore the nature of
    sports marketing”
“We Do” Activity
 Sports marketing is an enormous industry.
 It’s easy to identify many sports, but the
  marketing part is more complicated.
 One way to better understand it is to relate
  sports marketing to what you already know
  about marketing in general.
 The 4 P’s of marketing—product, price,
  place, promotion—apply to sports goods
  and services.
“We Do” Activity
 Product
 ◦ Details on the specific product. What is it?
 Price
 ◦ Determine how much the product costs.
 Place
 ◦ Now, find out how to obtain the product. Do you visit a
   stadium or a retail store, or do you go online or call a
   toll-free number?
 Promotion
 ◦ Think of how you learned about the product. Was it by
   watching a TV commercial, reading a print ad, receiving
   a coupon in the mail, or some other promotional
   technique? Find out who the primary product users are.
“We Do”
          LeBron X Sneakers Video
“We Do”
          Product: Lebron X
           Shoes

          Price:

          Place:

          Promotion:
“We Do”
          Olympics Video
“We Do”
          Product: Ticket to Track
           Finals August 11, 2012

          Price: $1146.50 per ticket

          Place:

          Promotion:
“We Do”


Once you’ve put together all these pieces, you
 have the overall picture of sports marketing.
“You Do”
      With your partner, read the article
 “Olympic Athletes and Brands: The Good, The
            Bad, and the Confusing”
     and answer the following questions:
  Article Questions
 1. Why is Usian Bolt an ideal candidate for product endorsement?
 2. Tell me 3 names that might be the most marketable names for
  sponsorship and promotional deals from the Summer 2012 Olympics?
 3. Why would amateur athletes what to endorse products?
 5. So why is Wheaties listed under “The Good” section?
 6. What is Wheaties slogan?
 7. Who is Mary Lou Retton?
 8. What event did Bruce Jenner participate in”
 9. Who is Carl Lewis?
 10 Why is Puma listed under “The Good” section?
 11. Who sponsors the entire Jamaican track team?
 12. Puma’s sponsorship of Bolt has helped position the brand how?
 13. Why is Subway and Michael Phelps listed with “The Bad”?
 14. What does it mean Phelps has overexposure?
 15. Why is the message and execution wrong of Phelps and Subway?
 16. What does over-saturation mean?
 17. List for me 10 athletes and the brands they represent.

				
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posted:10/23/2013
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