Sports Marketing 夤 A Strategic perspective Matthew D shank Professor of marketing and Chair Department of Management and Marketing orthern kentucky University 文
Sports Marketing: A Strategic Perspective Matthew D. Shank Professor of Marketing and Chair Department of Management and Marketing Northern Kentucky University
Understanding the sports industry Sport- Source of diversion or physical 夤 activity engaged in for pleasure Sports as Entertainment-Reebok president Robert meers, We've recognized for several years that sport is part of entertainment The market now is really sports, fashion and music.We can t expect to ignore reality and survive 文
Understanding the Sports Industry • Sport - Source of diversion or physical activity engaged in for pleasure • Sports as Entertainment - Reebok president Robert Meers, “We’ve recognized for several years that sport is part of entertainment. The market now is really sports, fashion and music. We can’t expect to ignore reality and survive
Growth of the Sports Industry 11th largest of all U.S. industry groups Nations output for sports goods and services 夤 estimated at $213-350 billion annually How do we measure growth in the sports industry Growth measured in Attendance figures Media Coverage Employment Figures(4.5 million jobs International markets 文
Growth of the Sports Industry • 11th largest of all U.S. industry groups • Nation’s output for sports goods and services estimated at $213-350 billion annually • How do we measure growth in the sports industry? • Growth measured in….. – Attendance Figures – Media Coverage – Employment Figures (4.5 million jobs) – International Markets
Growth of Sports Industry The sports industry generates estimates of 213 to 350 billion dollars per year in revenues. As ESPN founder Bill Rasmussen points out, The games are better, and well he athletes are just amazing and it all happens 24 hours a day. America's sports fans are insatiable Attendance is increasing The NFL experienced a record number of fans in the 1999 season(15, 710, 970) The NBA 1999-2000 season also produced a small increase(1%)for the nBa MLB reached 20 million fans faster than any other year in history and attendance increased again(3%) NhL continues to grow in attendance and popularity. tracing average attendance over the past few years, regular season numbers have increased from 14, 749(93 94)to16,359(9900) NASCAR had 11 million people attend its events in 1999 Sports Sponsorship spending Exceeds $I Billion Dollar Mark New Leagues(AF2, XFL, WPFL, WSA, WNHL) 文
Growth of Sports Industry • The sports industry generates estimates of 213 to 350 billion dollars per year in revenues. As ESPN founder Bill Rasmussen points out, “The games are better, and well the athletes are just amazing and it all happens 24 hours a day. America’s sports fans are insatiable.” • Attendance is increasing: – The NFL experienced a record number of fans in the 1999 season (15,710,970) – The NBA 1999-2000 season also produced a small increase (1%) for the NBA – MLB reached 20 million fans faster than any other year in history and attendance increased again (3%) – NHL continues to grow in attendance and popularity. Tracing average attendance over the past few years, regular season numbers have increased from 14, 749 (‘93- ’94) to 16,359 (‘99-’00) – NASCAR had 11 million people attend its events in 1999 • Sports Sponsorship Spending Exceeds $1 Billion Dollar Mark • New Leagues (AF2, XFL, WPFL, WSA, WNHL)
Growth of Sports Industry Media Coverage is Increasing 200 million people watched NBC coverage of the Summer Olympic Games and 3.7 夤 billie le who watched worldwide ESPN, the original sports-only network launched in 1979, reaches some 76 million homes with its 4900 hours of sports programming and remarkably ESPN2 reaches 65 million Viewers S2.3 billion to secure the broadcast and cable rights for the Olympic Games in 2004, 2006 and 2008 the networks for the NFL, $2. 5 billion for post season MLB Contests, $18 billion paid by 52.64 billion paid by NBC and Turner Sports to televise NBA New sports networks, such as the Golf Channel, Speed Vision, and the Womens Sports nternet, satellite stations and pay-per-view cable television are growing in popularity 文
Growth of Sports Industry • Media Coverage is Increasing – 200 million people watched NBC coverage of the Summer Olympic Games and 3.7 billion people who watched worldwide – ESPN, the original sports-only network launched in 1979, reaches some 76 million homes with its 4900 hours of sports programming and remarkably ESPN2 reaches 65 million viewers. – $2.3 billion to secure the broadcast and cable rights for the Olympic Games in 2004, 2006, and 2008 – $2.64 billion paid by NBC and Turner Sports to televise NBA contests, $18 billion paid by the networks for the NFL, $2.5 billion for post season MLB – New sports networks, such as the Golf Channel, SpeedVision, and the Women’s Sports Network – Internet, satellite stations and pay-per-view cable television are growing in popularity
Opportunities in the Sports industry: academics Over 200 Academic Programs in Sports Administration NKU Marketing track and proposed program 文
Opportunities in the Sports Industry: Academics • Over 200 Academic Programs in Sports Administration • NKU Marketing Track and proposed program
Opportunities in the Sports Industry: Careers Upwards of 4.5 million Sports Related Jobs in Sports 夤 Administration 13 career areas in sport. These include: event suppliers, event management and marketing, sports media, sports sponsorship, athlete services, sports commissions, sports lawyers, manufacturers and distribution, facilities and facility suppliers, teams, leagues, college athletics, and finance Marketing Public relations Professional sports ollegiate Sports th Spor Olympic Sports Organizations Regional and National Sport Commissions orate Sports Marketing Marketing firms 文
Opportunities in the Sports Industry: Careers • Upwards of 4.5 million Sports Related Jobs in Sports Administration • 13 career areas in sport. These include: event suppliers, event management and marketing, sports media, sports sponsorship, athlete services, sports commissions, sports lawyers, manufacturers and distribution, facilities and facility suppliers, teams, leagues, college athletics, and finance • Marketing & Public Relations Professional Sports Intercollegiate Sports Youth Sports Olympic Sports Organizations Regional and National Sport Commissions Amateur Sports Corporate Sports Marketing Sports Marketing Firms Licensing Firms
What is Sports Marketing 夤 Sports Marketing -The specific application of marketing principles and processes to sports products and to the marketing of non-sports products through association With sport 文
What is Sports Marketing? • Sports Marketing - The specific application of marketing principles and processes to sports products and to the marketing of non-sports products through association with sport
Simplified Model of the Consumer-Supplier Relationship in the sports industry Products Producers/Intermedia Consumers rles Events Spectators ports Labor Participants porting G Sanctioning ooas Be males Corporation Personal Training ponsors Media S ports Information Agents gel Equipment maregiaeturers
Simplified Model of the Consumer-Supplier Relationship in the Sports Industry Consumers Spectators Participants Corporation s Products Events Sporting Goods Personal Training Sports Information Producers/Intermedia ries Sports Labor Sanctioning Bodies Sponsors Media Agents Equipment Manufacturers
Classification of Sports spectators In-Person Mediated 夤 Individuals Corporate 文
Classification of Sports Spectators Individuals Corporate In-Person Mediated
