SS Flashcards
This term was first coined by Advertising Age in
1979
Sport Marketing
Describes the activities of consumer and industrial
product and service marketers who were using
sport as a promotional vehicle
Sport Marketing
is defined as a rational, coherent
system that can match sport consumers with sport
products
Sport Marketing
Hawks, Falcons, Braves, any sports team
Merchandise
Meet and Greets
Marketing of sport
Stadium Naming Rights
Commercials
Promotional Events
Giveaways
Marketing through sport
Lack of foresight in marketing ventures
Marketing Myopia
A focus on producing and selling goods and
services rather than identifying and satisfying
the needs and wants of consumers and their
markets
Symptoms of Marketing Myopia
The belief that winning absolves all other sins
Symptoms of Marketing Myopia
Confusion between promotions and marketing
Symptoms of Marketing Myopia
Ignorance of competition inside and outside
Symptoms of Marketing Myopia
Playful competition (game), separation from
normal space/time, regulation/rules, physical
training, and facilities and equipment
Sport Product
Offers the consumer some basic benefit such as health, entertainment, sociability, or achievement
Sport Product
saw the need to sell the overall
experience of big-time college football or
basketball. We’ve got to sell the spectacle
Don Canham
took over the NBA in 1984
He implemented
Revenue sharing, salary capDavid Stern, and drug testing
policies
* Results
Increased ticket sales, expansion to foreign
markets, increase in sponsorship sales
David Stern
Simplicity – Performance statistics
* Unexpectedness – Underdog
* Concreteness – Performance speaks for itself
* Credibility – Fluke vs. Greatness
* Emotion – Relatable to fans
* Narrativity - Background
Stickiness of a Product or
Idea
