Sports Marketing Outline

Sports Marketing Semester 1 "Marketing Business Through Sports" Course Outline Sports Marketing Defined Using sports to market business Using marketing in the world of sports What is Sponsorship? Why is it necessary? Sponsorship triangle Why is Sponsorship Growing? Measured media is becoming less effective Fragmenting of mass markets Niche marketing Desire for two-way communication Consumer acceptance Why Companies Sponsor? Increase visibility Influence consumer attitudes Associate with a particular lifestyle Opportunities for business-to-business marketing Stand out from competitors Client entertainment Merchandising opportunities Show products in use Drive Sale How Companies Decide What to Sponsor Compatible image with the property A match with the audience Can we work with retailers? Leverage opportunities Media participation The issue of exclusivity Opportunity to “show off” the product Can we drive sales? Measurability Administration Pricing of Sponsorships Tangible Intangibles Reach Impact Barter/trade-out vs. cash Leveraging Sponsorships Driving consumer sales Opportunities for “added value” Self-liquidators Incentives for retailers Cross promotions with co-sponsors Media tie-ins Ambush Marketing What is ambush marketing? Legitimate marketing or a parasite? How to fight ambush marketing Measuring Sponsorship Results Awareness and/or attitude changes Sales Media coverage Sponsorship Components and Use (inventory) Trial/Sampling Tickets Client entertainment/hospitality Signage “Events within events” Program ads PA announcements Discounts Exhibit/display space Right to use of trademarks/logos ID in promotional materials Mailing lists Cross promotions Driving sales Sponsorship Sales Preparing to Sell Matching property with potential partners Researching potential partner Materials The Sales Plan Making contact Making the presentation Sponsorship agreement Sports Marketing Semester 2 "The Marketing of Sports" Course Outline Marketing Plan Executive Summary Mission/Goals Statement Ticket Prices Advertising Media Availability Media Selection Publicity Press/News Release Publicity Events Promotional Activities Individual Games Season Long Public relations Cause marketing Collateral materials Ticket backs Schedule cards/posters Marketing Budget Timetable/Execution Schedule Appendices Advertising Schedule Game Schedule Sponsors Pre-game/Half-time Activities Marketing Research Importance of research in sports Secondary research Primary research Methods of collecting data Developing a "fan profile" Event Management SWOT Strengths Weaknesses Opportunities Threats How to utilize SWOT Pre-game set-up Creating a “fun” atmosphere Music and its role Concessions Professional attitude Fan Fun Events Criteria for successful events Developing the event Securing sponsorship Implementation Evaluation Bringing Entertainment to the Event Selecting appropriate entertainment Pre-game activities Post-game activities Intermission In-game activities Licensing and Merchandising The structure of licensing Retailer benefits Benefits to the team/school Using licensing as a promotional piece Programs Purposes of programs Effective programs Pricing programs Printing programs Selling advertising Ticket Sales Importance of ticket sales Developing ticket packages Season tickets Group packages Targeted audiences Mini-packages Selling tickets Creating sell-outs Selling Sports on the Internet The Web as a marketing/promotional/sales tool. Key components of a Web site Revenue generators Use of e-mail Advertising and sponsorships on Web sites