Sports Marketing

Cover
Endorsement Page
Half Title
Title Page
Copyright Page
Dedication
Brief Contents
Table of Contents
Preface
Acknowledgments
Foreword
Chapter 1 Sports Meets Marketing
	Home Improvement: Atlanta Falcons and Atlanta United Win with a Fan-First Mindset
	Introduction
	Meet the Experts
	The Case for Sports Marketing
		Distinguishing Characteristics of Sports Marketing
			Affinity Advantage. Sports brands tend to enjoy an affinity advantage compared to brands in other product categories. While loyalty to a sport or team might resemble brand loyalty exhibited for other products, the nature of one’s relationship with a sport
			Positioning Challenge. Positioning is an important strategy for many brands. It refers to how a brand differentiates itself from competition. Sports brands often deal with a positioning challenge that most brands do not face, particularly properties marke
			Experience-Based Relationships. A third distinguishing characteristic of sports marketing is the nature of customers’ interactions with sports—it can be described as experienced-based relationships. While the sports product can be a physical good like gol
	Marketing’s Contribution to the Sports Organization
		Catalyst for Creating Customer Value
		Develops and Nurtures Customer Relationships
		Connects Organization with the External Environment
	Ask the Experts: Marketing Sports
	Evolution of Sports Marketing
		Monopoly Era (1900–1950)
		Television Era (1950–1990)
		Highlight Era (1990–2010)
		Experience Era (2010–Present)
	Ask the Experts: Capitalizing on Consumer Connectivity
	The Sports Industry in the Experience Era
		Business-Driven Growth Factors
		Consumer-Driven Growth Factors
			Increased Emphasis on Leisure Activities. The consumption of sports, both participation sports and spectator sports, has been fueled in part by an increased emphasis on leisure activities. Note that a distinction should be made between “emphasis on leisur
			Emergence of New Sports. In addition to the media influences discussed in the previous section, another influence has been “made for television” sporting events that have led to increased interest among viewers. ESPN started the trend when it held the fir
			Increased Interest in Women’s Sports. An increase in interest in women’s sports has led to new opportunities in sports marketing. Changes in collegiate sports and the introduction of professional women’s sports leagues in the United States have fueled the
			Attention to Personal Fitness. Sports participation has been positively impacted by an increased interest in personal fitness as part of an overall healthy lifestyle. Makers of sporting goods and apparel used in fitness activities have benefited from cons
			Greater Expectations for Corporate Social Responsibility. The growth of the sports industry is not lost among consumers. As leagues, teams, athletes, and companies grow their revenues, sports fans and the general public alike have high expectations that s
			Cultural Influence of Sports. Interest in sports is a staple of popular culture. Conversations about teams, games, and athletes that take place around the water cooler, at the bar, or on social media add to the enjoyment of following sports. Sports can co
	A Framework for Customer-Centered Sports Marketing
		Positioning
			Values and Mission. Marketing strategy must be built on the foundation of an organization’s reason for being. In short, a manager must be able to answer the question “Why do we exist?” An organization’s values and mission provide valuable answers to that
			Market Analysis. An important strategic activity performed by marketing managers is conducting a market analysis, which is a review of occurrences and trends both inside and outside the organization. The components of a market analysis are covered in-dept
			Marketing Objectives. If strategic marketing is like a map, then objectives represent the destination points on the map. Marketing objectives are stated outcomes that the marketing function pursues to contribute toward meeting the organization’s mission.
			Target Market Selection. Not all customers in the population want a particular good or service. Also, marketing resources tend to be limited, so the marketing manager must make the best use of what is available. Thus, the group or groups of customers most
		Platform
			Brand Relationships. Just as we have a tendency to prefer associating with people whom we like, trust, and share interests with, consumers form relationships with brands in a similar manner. An important marketing strategy that impacts customers’ brand re
			Social Responsibility. A practice for expressing organizational and brand values increasingly used across all industries, including sports, is corporate social responsibility (CSR). Customers and other stakeholders expect businesses to create a positive i
			Product. Product decisions entail the bundle of benefits a consumer receives in an exchange with a seller. Product is a broad concept used to describe both tangible goods and intangible services or experiences. Describing products in a sports marketing co
			Place (Distribution). Decisions about the distribution of a sports product are referred to as place decisions. Distribution considerations include making the product available when the target market wants it, where it wants it, and how it wants it. It als
		Promotion
		Profits
			Price. Price is the monetary cost incurred by the buyer. Setting the price has many implications for marketing strategy. It determines the revenue a firm will receive per unit sold, it influences profits, it influences consumers’ perceptions of the produc
			Measurement. Profits are managed not only by setting a pricing strategy to maximize revenues and control costs; they are also influenced by a commitment to measure marketing performance. An organization cannot achieve its objectives if it does not know wh
		People
	Ask the Experts: Trends That Shaped Sports Marketing
	Chapter Summary
	Review Questions
	New Terms
	Critical Thinking Questions
Chapter 2 Sports Entertainment Consumption
	A Fan for Life … and Beyond
	Introduction
	Meet the Expert
	Understanding Consumption Motives
	Sports Consumption Motives
		Social Motives
		Psychological Motives
		Personal Motives
	Ask the Expert: Changes in Sports Consumption
	Sports Fan Types
		Low-Involvement Fan Segments
			Situation-Based Identification. Fans with situation-based identification follow a team or individual because of a special event or circumstances that create heightened interest or attention. When a professional sports team advances to postseason competiti
			Geography-Based Identification. Geography-based fan identification occurs due to one’s proximity to a team, whether it is where they live presently or where they may have lived previously. Supporting a sports team is a way for people to demonstrate their
		High-Involvement Fan Segments
			Emotion-Based Identification. The emotion-based segment of fans is those persons who identify with a team, win or lose. They are less likely than situation-based or geography-based fans to stop being a fan of a team or reduce their consumption in terms of
			Self-Concept-Based Identification. A second segment of highly involved fans possesses similar characteristics to fans with emotion-based identification, but they differ in the extent to which being a fan of a particular team or individual is part of their
	Fan Relationship Connection Points
		Star Power
		Family
		Socialization
		Community
		Participation
	Ask the Expert: Attracting Fans When Losing
	The Decision for Sporting Event Consumption
	A Framework for Direct Sports Consumption
		Perceived Options
			Future Availability. One consideration a consumer often makes when deciding whether to attend a sporting event is the future availability of that particular event. If an event is held frequently, such as one of the 81 regular season home games played by a
			Financial Requirements. Sports entertainment is a discretionary expenditure that consumers make, meaning that buying tickets for a sporting event typically occurs after needs such as housing, food, and clothing are met. The nonessential nature of sports e
			Convenience and Comfort. Additional variables that must be considered relate to the convenience and comfort of attending a sporting event. These variables are listed in Figure 2.7.
		Team Identification
		Personal Incentives
		Marketing Incentives
			Marketing Communications. Marketing communications are the channels used to deliver messages to prospective attendees. Mass media channels such as newspapers, radio, and television can deliver schedule information (date/time/opponent), shape images for a
			Promotions. Promotions or incentives can enhance the perceived value of event attendance and influence the decision to attend. The extent to which promotions are used to attract customers will depend on the amount of ticket inventory a sports property mus
			Physical Environment. Consumer evaluation of attending a sporting event can include the physical environment in which the event will be held. The venue or facility hosting a game or event can be designed in a way that adds value to the consumption experie
	Ask the Expert: Competing for Consumers’ Time and Attention
	Chapter Summary
	Review Questions
	New Terms
	Critical Thinking Questions
	You Make the Call: Nnational Women’s Soccer League
Chapter 3 The Marketing Environment
	Sports Venue Foodservice Goes Upscale, Downscale, and Large Scale
	Introduction
	Meet the Experts
	External Marketing Environment
		Competition
			Brand Competition. Brand competition involves brands or firms that target similar customers with comparable products and prices. In the sports industry, it is head-to-head competition such as the NFL’s Jacksonville Jaguars versus top-tier college football
			Category Competition. The next level of competition, category competition, is brands or organizations whose offerings meet the same or similar customer needs. An industry-based view of competition is based on what a business does. The reality is that cust
			Generic Competition. A third and even broader level of competition is any expenditure that a consumer might consider that could prevent the purchase of a ticket to a sporting event. This level is referred to as generic competition. Consumers have a limite
		Economy
		Technology
		Political, Legal, and Regulatory Climate
			Industry Regulation. Sports properties are often subject to rules set by organizations or sanctioning bodies that oversee a particular sport. For instance, the United States Golf Association has established rules regulating equipment, such as balls and cl
			Government Regulation. In some cases, government oversight of a sport may make expansion into a new market difficult, if not impossible. For example, mixed martial arts (MMA) is a sport that experienced rapidly growing interest across the United States, b
		Sociodemographic Trends
			Influence of Generation Groups. The birth rate in the United States has historically experienced periods of large increases and declines. The result is the formation of distinct generations, with each generation having different needs and exhibiting its o
			Greater Ethnic Diversity. The U.S. population has experienced a significant shift in the ethnic mix of the population. Growth rates for the White and Black racial groups slowed during the last decade. At the same time, percentages of the population classi
			Increased Buying Power of Women. It may seem shocking, but until the early 1970s a woman could not get a bank loan without her husband’s or father’s signature, and as recently as the early 1980s some states would not allow women to be listed on property d
			Geographic Changes in Different U.S. Regions. Just as the U.S. population is experiencing changes in its racial and ethnic composition, geographic regions are undergoing changes in population counts that will impact the sports industry. A review of popula
			Valued Leisure Time. The ability of one to consume sports, either as a spectator or as a participant, is affected by the amount of leisure time available. According to the Organization for Economic Cooperation and Development (OECD), adults in most indust
			Demand for Social Responsibility. A trend that reflects changing views about the obligations of businesses to better society will likely impact marketing practices for years to come. For many consumers, it is not enough that marketers offer good value for
	Ask the Experts: Marketing to Generation Z
	Strategic Planning: Process and Methods
	Conducting a Situation Analysis
		SWOT Analysis as an Analytical Tool
			Strengths and Weaknesses. Characteristics of an organization that are specific to it can potentially be favorable (strengths) or unfavorable (weaknesses). These characteristics often are the result of previous strategic decisions and actions, good or bad.
			Opportunities and Threats. External trends and developments cannot be controlled by an organization, but they must be recognized. A general rule to apply to an issue to determine if it is internal or external is to ask the question, “If our organization w
		Acting on SWOT Analysis Findings
	Setting Goals and Objectives
	Ask the Experts: Taking Advantage of Global Opportunities
	Gathering Information to Manage the Marketing Environment
		Secondary Data Sources
			Customer Relationship Management System. Information about customers can be collected, analyzed, and used for making decisions on an ongoing basis through implementation of a customer relationship management (CRM) system. While there are many aspects of C
			United States Census Data. The United States Census Bureau compiles information on the nation’s residents. A census of the entire population is undertaken once every ten years, and population estimates are made during the years in between census years. Ty
			Professional and Industry Publications. A useful source of information for characteristics of the sports industry and trends observed is publications from groups and organizations that follow sports. For example, Street & Smith’s Sports Group publishes th
			Syndicated Research. Market research firms conduct studies and collect data on an ongoing basis and offer reports of their findings to interested firms. This service, known as syndicated research, is available for purchase by any member of an industry. Al
			Social Media Monitoring. A newer source of secondary information is monitoring what is being said about a brand online in social media channels and user reviews. These conversations reflect the perceptions and experiences customers and others have for a s
		Primary Data Sources
			Surveys. Survey research has a long tradition in marketing research as a method for interacting with consumers to gather primary data. A key consideration for conducting survey research is deciding what communication channel to use to reach the population
			Focus Groups. A method for gathering more in-depth information from a smaller number of subjects is to use focus groups. A focus group consists of six to twelve “typical” customers or prospects who answer questions and give input in a group setting. A mod
			Observation. Surveys and focus groups collect data by having researchers take a prominent role in their interactions with respondents, seeking to obtain answers to specific questions. An alternative approach to collecting primary data is to observe behavi
	Ask the Experts: Marketing Research Innovations
	Developing Strategic Plans
	Chapter Summary
	Review Questions
	New Terms
	Critical Thinking Questions
	You Make the Call: DraftKings
Chapter 4 Segmenting Audiences for Sports
	Kids’ Clubs Go from Child’s Play to Serious Business
	Introduction
	Meet the Expert
	Why Segment Audiences for Sports?
		What Is Market Segmentation?
			Segmentation Is an Adaptive Strategy. Segmentation is a default strategy not because of a sports brand’s flaws or deficiencies. Rather, it reflects an understanding that differences exist among consumers in the marketplace. Even among those people in a po
			Segmentation Is a Creative Process. When it comes to market segmentation, it can be said there is good news and bad news about accomplishing this important strategic task. The good news about market segmentation is that there is no single recipe or formul
	Segmenting Consumer Audiences
		Descriptive Characteristics of Customers
		Benefits Sought from Purchase
		Customer Behaviors
		Reaching and Engaging Customers
			Where Are the Audience Segments Found? The process of identifying relevant segments should uncover characteristics about consumers that aid in selecting the best marketing channels to reach them. Communication with audience segments can be more effective
			What Are the Communication Touch Points for Interaction? The question of how an audience segment can be accessed cannot be completely answered without an understanding of the communication channels that segment members use to obtain information and entert
			What Media Vehicles Are Most Appropriate and Cost-Effective? Gaining consumer insight into their usage of different mediums is necessary for developing marketing strategies that target a specific audience segment, but it is not sufficient for gaining acce
	Ask the Expert: Ticket Sales Strategies to Attract Families
	Segmenting Business Audiences
		Descriptive Characteristics
		Benefits Sought
		Behaviors Exhibited
	Ask the Expert: Targeting Business Segments
	Implementation of Segmentation Strategies
		Ticket Sales
			Appeal to Light Users. Season ticket sales are important for team sports properties because they represent guaranteed revenue, and a large percentage of season ticket holders are potential repeat customers if they can be persuaded to purchase additional t
			Expand Geographic Footprint. The geographic market area served by a sports property should be evaluated periodically to determine if underserved areas exist. It is possible that both consumers and businesses can be persuaded to become customers in locatio
			Appeal to Motivations of Buyers. For all of the options for segmenting audiences to identify a target market, the most fundamental question a marketer can ask might be “What do customers want from using our product?” In other words, are their motivations
		Experiential Events
		Licensed Merchandise
		Sponsorships
			Targeting Specific Demographic Segment. A characteristic of many sports properties is that their audiences can be defined rather clearly in terms of their demographic characteristics. For example, NASCAR fans are primarily men (62%) and older. The average
			Targeting Specific Geographic Segment. Selecting specific geographic markets as target audiences for marketing campaigns can be achieved using sports sponsorship. In some cases, the geographic market is not necessarily segmented at all, and an entire mark
			Targeting Specific Lifestyle Segment. Consumer audiences can be segmented according to lifestyle, interests, or activities that are important to a group of people. Sports are a natural lifestyle segmentation vehicle. The affinity people have for their fav
		Media Content
			Fantasy Sports. The overall market size of fantasy sports has grown rapidly, with an estimated 57 million people in the United States and Canada now playing some type of fantasy sports game.32 During the 2000s, the average annual growth rate in participat
			Sports Betting. A marketing opportunity that has significantly grown in scope in the United States is serving people who bet on sports. More than two-thirds of all states allow some form of sports wagering. About one in five American adults have bet on sp
			Social Media. The decision on which audience characteristics or behaviors to use to segment audiences is one issue; effectively communicating and engaging a segment being targeted is a different matter. Reaching target segments has become more difficult b
			Sports News and Programming. Sports are a global phenomenon, but many sports fans are most passionate about teams and athletes in their local areas. Thus, segmenting the market for sports news and programming by geographic area allows sports media to be t
	Ask the Expert: Understanding Different Market Segments
	Chapter Summary
	Review Questions
	New Terms
	Critical Thinking Questions
	You Make the Call: IndyCar
Chapter 5 Building a Relevant Brand
	Seattle Sounders: The People’s Brand
	Introduction
	Meet the Experts
	What Is a Brand?
		An Identity
		An Image
		A Promise
		A Relationship
	Building a Brand
		Brand Name
			Recognizability. In a crowded market for consumers’ entertainment dollars, creating a brand that is easily remembered and associated with a sports property is important. Some names are recognized from years of existence, history, tradition, or uniqueness.
			Fit. A name should not only be recognizable, but it should fit, or have some sort of match or connection with the brand’s target market. A “catchy” brand name may gain the attention of consumers, but if the name does not resonate with an audience, then th
			Contrast. The third criterion of an effective sports brand name is that it differentiates an offering from other sports entertainment brands. In the team sports sector of the sports industry, a franchise does more than compete on the field against other t
		Brand Marks
			Logos. A logo is a symbol or other visual element that is associated with a brand. The purpose of a logo is to develop a visual form of brand identification. An effective logo is one for which consumers recognize the brand or company it represents even if
			Colors. Like a logo, colors can be associated with a brand as a branding element that aids in recalling a brand from memory and influences brand image. Consider the role of color for the University of Nebraska brand. Many people think of “red” when encoun
			Characters. For more than a century, brand characters have been used to add another dimension to brand identity and to shape brand personality. Some brand characters have reached iconic status in popular culture, like Ronald McDonald and the Michelin Man.
		Special Cases in Sports Branding
			Brand Makeovers. A brand is a dynamic asset owned by a business. It should be adapted and updated as customer tastes and marketing environment conditions change. This concept applies to any brand. However, there are certain cases in which a change or make
			Franchise Relocation. Sports brands sometimes face a dilemma concerning their brand identity typically not faced by companies in other industries. If a sports franchise decides to relocate to another market, it is faced with the decision of whether to cha
		Ethical Considerations
	Ask the Experts: Managing Brand Elements
	Brand Leveraging
		Developing Brand Equity
		Staking a Brand Position
			Product Attribute Positioning. When a brand possesses a product feature or characteristic that provides superiority over competitors, attribute positioning can be used to communicate the advantage. In sports marketing, the use of attribute positioning is
			Quality Positioning. An advantage of developing perceptions of perceived quality is that those associations can be leveraged to be the basis of brand position. A brand that develops a reputation or image for delivering high-quality performance to customer
			User Imagery Positioning. Whereas attribute and quality positioning differentiate a brand on the basis of a functional benefit, user imagery positioning seeks to use an emotional or social connection to set a brand apart. User imagery seeks to appeal to a
			Value Positioning. The positioning strategy that has been practiced so long that it predates the concept of brand position is to differentiate on the basis of value received for the price paid. Customer value is a comparison of benefits received to sacrif
			Relationship between Brand Position and Pricing. Like other marketing decisions, brand position is not an isolated strategy. Rather, it is interrelated with other aspects of marketing strategy. One of the most important connections is the relationship bet
		Extending Brands to New Products
		Leveraging Brands through Licensing
			Overview of Licensing. Brand licensing in the sports industry represents significant revenues for leagues, events, teams, universities, and individuals. One study predicted global sports licensed merchandise sales will reach $48.2 billion in 2024, up from
			Licensor Benefits. The primary benefit is that licensing creates a revenue stream without expenses incurred. A licensee takes on the responsibility and risk for product manufacturing, securing distribution outlets, and promoting the products. The licensor
			Licensee Benefits. Brand licensing is advantageous to companies that pay for the rights to use a brand’s name or logo, too. First, a licensee can capitalize on the affinity sports fans have for their favorite teams and players to sell products. Demand exi
	Ask the Experts: Brand Leveraging Strategies
	Chapter Summary
	Review Questions
	New Terms
	Critical Thinking Questions
	You Make the Call: 247Sports
Chapter 6 Embracing Social Responsibility
	Corporate Social Responsibility: A Team Sport at Adidas
	Introduction
	Meet the Experts
	The Emergence of Corporate Social Responsibility
		The Pyramid of Corporate Social Responsibility
			Economic Responsibility. While an organization can simultaneously pursue meeting the four levels of social responsibility, discussions about being socially responsible are moot if economic responsibilities are not met. A minimum accomplishment of meeting
			Legal Responsibility. The profitability focus arising from meeting economic responsibilities is part of a dual focus that entails meeting legal responsibilities. At a minimum, an organization must abide by federal, state, and local laws. Although it may b
			Ethical Responsibility. The third level in the Pyramid of CSR elevates the importance of being a good corporate citizen. Meeting legal responsibilities by obeying laws and regulations is expected, but some social norms and values may be as important to re
			Philanthropic Responsibility. The highest level in the Pyramid of CSR builds on the aim of following societal norms and values while meeting ethical responsibilities. Philanthropic responsibilities extend beyond doing what is right and just; it entails de
		Benefits of Being Socially Responsible
	Ask the Experts: Motivations for Social Responsibility
	Corporate Social Responsibility Priorities
		Social Justice
		Education
		Sustainability
	Ask the Experts: Commitment to Sustainability
	Implementing Corporate Social Responsibility Strategy
		Expressing Organization Values
		Committing to Diversity, Equity, and Inclusion
		Activating through Cause-Related Marketing
		Encouraging Stakeholder Engagement
	Ask the Experts: CSR in Your Organization
	Aligning a Brand with a CSR Initiative: NBA Cares
	Chapter Summary
	Review Questions
	New Terms
	Critical Thinking Questions
	You Make the Call: LaLiga
Chapter 7 Product Strategy
	Product Growth Nno Sweat at Under Armour
	Introduction
	Meet the Experts
	The Sports Product
		Products
		Services
		Live Event/Experience
		Digital Experience
			Event Broadcasts. Sports are a valuable asset for media properties because they offer captivating live programming. Sports fans can choose to consume sports live as they happen or watch a playback of the event later. Either way, audio or video broadcasts
			Mobile Apps. The next frontier of digital sports products is on phone screens. It is the application, or “app,” for mobile platforms supported by Apple (iOS) and Google (Android). Apps provide direct connectivity to website content, or it can be customize
			Streaming Content. Live streaming of games over the internet is being offered in both free and for-pay business models. One company that is built on the growing interest in digital experiences is FuboTV. It is a sports-centric streaming service that offer
			Wearables. Hardware and software advances are responsible for the emergence of another digital creation: wearables. Consumers have embraced wearable technology amid enhanced product performance and lower prices for wearable products. Global end-user spend
			Non-Fungible Tokens (NFTs). One of the newest digital experience products puts a modern-day twist on sports collectibles. While product offerings are not limited to sports, NFTs are attracting the interest of sports memorabilia collectors and persons inte
		Personalities
	Defining the Product Offering
		Core Product
		Actual Product
		Augmented Product
		Managerial Implications
	Ask the Experts: Driving Business Growth with Products
	Marketing Innovations
	Influences on Adoption of Innovations
		Relative Advantage
		Compatibility
		Complexity
		Trialability
		Marketing Innovation: The Case of an Esports Product
			Relative Advantage. The NBA 2K League stands out as the first esports league with a connection to a traditional sports property. The league also enjoys brand recognition, as it is an extension of a popular video game product. Many new products are challen
			Compatibility. An esports property based on a popular video game offers built-in compatibility. People familiar with NBA 2K or the NBA know something about what these brands are about and how they create value for fans. Some compatibility issues exist suc
			Complexity. The format and competition among teams in the NBA 2K League required some learning, as some differences exist between the NBA itself and features of the NBA 2K game. While the 22 of 24 teams share an association with NBA team brands, fans must
			Trialability. Building an audience for a new sports property benefits from making access to events and ease of content consumption priorities. The limited number of events compared to games in an NBA season adds importance to non-event access and consumpt
	Ask the Experts: Commitment to Innovation
	Product-Driven Growth Strategies
		Expand Existing Customer Relationships
		Attract New Customers in Existing Markets
		Break into New Markets
	Ask the Experts: Innovation Disruption in Sports
	Chapter Summary
	Review Questions
	New Terms
	Critical Thinking Questions
	You Make the Call: Blue Wire Podcasts
Chapter 8 Experiential Marketing
	O2 Connects with Experiential Marketing
	Introduction
	Meet the Experts
	Why Experiential Marketing?
		Experiential Marketing’s Distinguishing Characteristics
			Sensory Experience. One way to engage customers is to appeal to one or more of the five senses (sight, sound, touch, smell, and taste). Even in environments in which customers have a rather passive role such as sitting in their seats during a game, the se
			Interaction. Experiential marketing has changed the role of consumers from recipients to participants in the delivery process. The significance of having customers become more involved is marketers that wish to impact an audience’s thoughts, feelings, or
			Relationship. A third characteristic that makes experiential marketing a distinct strategy is its impact on customer relationships. While consumers may be intrigued to engage in experiential marketing offerings at sporting events or via digital media chan
		Reasons for Growth of Experiential Marketing
	Experiential Marketing Strategies
		Achieve Brand Differentiation
		Provide Benefits through Exclusivity
		Offer Rewards to Key Customers
		Motivate Product Evaluation and Trial
	Ask the Experts: Differentiating through Experiences
	Experiential Marketing Design
		Types of Experiences
		Delivery of Experiences
			The Four Es of Experiential Marketing
		Facility Design
			Aesthetics. The visual aspects of the physical environment are vital to creating a quality sportscape. As discussed in Chapter 2, aesthetics are a dimension of the physical environment that can influence one’s decision to attend sporting events. Aesthetic
			Layout Accessibility. The convenience and comfort of getting in, moving around, and exiting a sportscape are issues related to layout accessibility. How convenient is entry to the venue from parking or public transportation areas? Once inside the venue, h
			Seating Comfort. The amount of time attendees are seated at a sporting event can range from two to four hours, or longer. This extended period of time spent in a seat makes comfort an important sportscape design issue. Evaluation of seating comfort takes
			Electronic Equipment and Displays. The role of marketing incentives in sporting event attendance discussed in Chapter 2 included scoreboards and other electronic displays. These traditional fixtures of sports venues increasingly feature the latest technol
			Cleanliness. The level of cleanliness maintained in a servicescape affects consumers’ evaluations of retail and service environments.40 For sportscapes, the appearance of seating areas, floors, restrooms, foodservice areas, and maintenance of trash cans a
	Ask the Experts: Sportscape Design
	Sponsorship Activation
	Design Considerations
		Who Is the Target Audience?
		What Are the Objectives of the Experience?
		What Does the Target Audience Appreciate Most About Your Brand?
		What Approaches Have Competitors Used?
		What Practices of Noncompetitors Can Serve as a Model?
	Revenue Creation Opportunities in Experiential Marketing
		Branded Events
		Value-Added Benefits
		Tiered Rewards
		Client Hospitality
		Resource for Sponsors
	Ask the Experts: Experiences and Fan Engagement
	Chapter Summary
	Review Questions
	New Terms
	Critical Thinking Questions
	You Make the Call: Topgolf
Chapter 9 Brand Communications Strategy
	ESPNn College GameDay: More Than a TV Show
	Introduction
	Meet the Expert
	Integrated Marketing Communications
		Why IMC?
		IMC in Action
	Pull versus Push Marketing
		Pull Strategy
		Push Strategy
		Dual Strategy
	Ask the Expert: Athletes as Brand Representatives
	Communications Campaign Planning
		Step One: Define the Target Market
		Step Two: Set Objectives
		Step Three: Establish the Budget
			Affordability. For many organizations, marketing is viewed as an expense category just like payroll, insurance, and office supplies. It is viewed as a cost of doing business. This mindset treats expenditures on brand communications as an expense statement
			Percentage of Sales. Another expense-oriented approach to managing brand communications is to set a budget as a percentage of sales or revenue. This IMC budget–revenue link can have a historical basis, using the previous year or period as the revenue basi
			Return on Investment. In contrast to the affordability and percentage of sales methods that are driven by viewing brand communications as an expense to control, return on investment (ROI) budgeting pegs IMC expenditures to the revenues they are projected
			Objective and Task. The budgeting methods described so far require that a budget for brand communications be set before decisions can be made concerning tactics to reach the target market. This sequence of events potentially constrains the effectiveness o
		Step Four: Determine IMC Strategy and Tactics
		Step Five: Implement Campaign
	Ask the Expert: Brand Campaign Planning
	Linking Consumer Behavior to IMC Campaign Planning
		Awareness
		Associations
		Attitude
		Preference
		Trial
		Purchase
		Loyalty
	Ask the Expert: Creating a Brand Story
	Chapter Summary
	Review Questions
	New Terms
	Critical Thinking Questions
	You Make the Call: K-Swiss
Chapter 10 Brand Communications Execution
	Minor League Baseball Brings Oout Best and Worst in Creativity
	Introduction
	Meet the Expert
	Exposure versus Engagement
		Exposure
		Engagement
	Brand Communications Mix
	Ask the Expert: Traditional Media Benefits
	Marketer-Controlled Channels
		Media Advertising
			Television. Advertising opportunities for television are available on networks, cable channels, and local cable systems. TV networks are a nationwide system of affiliate stations that broadcast the signal of their parent. ABC, CBS, NBC, and Fox are exampl
			Radio. Another mass medium that offers a high level of audience selectivity is radio. The format of a radio station segments audiences in much the same way the content of a cable TV network draws an audience with similar characteristics. Figure 10.7 provi
			Newspaper. An effective channel for reaching local audiences is newspapers. The distribution of most newspapers is limited to a single city or its immediate surrounding area. This allows for geographic targeting, making for an efficient use of IMC budget.
			Outdoor. Outdoor ads consist of billboards, kiosks, and mobile signs on buses and other vehicles. They are a channel to reach mobile consumers and it enables messages to be placed in strategic geographic locations. Billboards are effective for creating aw
			Magazines. For B2B marketers serving the sports industry, advertising in trade magazines can be an effective channel for reaching decision-makers. A trade magazine is a specialized periodical published with content targeted toward members of a particular
		Sales Promotions
			Risk-Reducing Incentives. An effective tactic for eliciting a response from consumers is to offer an incentive that lessens the risk required to buy or use a product. Two sales promotion tactics that are used by marketers in many types of industries are s
			Value-Added Incentives. While some sales promotion tactics entice consumers to take action by reducing financial risk to try or use a product, other tactics are effective for prompting action by adding value to the experience. In the sports industry, valu
		Public Relations
		Sales Force
		Personal Selling Process
		Direct Response Marketing
			Mail. This channel can be used to send messages to consumers who are judged to be viable prospects with greater efficiency than mass mediums such as radio and newspapers. The key to effective use of direct mail is the quality of the customer list used to
			Telemarketing. Telemarketing provides efficiency for a sports property’s sales efforts by creating a channel that can be used to communicate with prospects and customers from a central location. This form of selling is also known as inside sales because b
			Email. An alternative to direct mail that gets around much of the expense incurred for postage and direct mailers is to use email as a communication channel. Email provides marketers great flexibility in terms of the frequency that messages are sent and t
			Text Messaging. A communication channel poised to grow in usage is text messaging. Marketers utilize short message service (SMS) to reach their audience through smartphones. Mobile phone penetration is estimated to be 9 billion people, making text messagi
			Digital Advertising. Advertising that occurs on the Internet regardless of the type of device (desktop, tablet, or mobile) is digital advertising. Figure 10.17 identifies the primary forms of digital advertising that are used within the sports industry.
	Ask the Expert: Website versus App
	Consumer-Controlled Channels
		Social Networking Platforms
		Online Communities
		Marketer’s Role in Consumer-Controlled Channels
	Ask the Expert: Engaging Fans on Social Media
	Chapter Summary
	Review Questions
	New Terms
	Critical Thinking Questions
	You Make the Call: WhatsApp
Chapter 11 Sponsorship-Linked Marketing
	Bridgestone Rides Sports to Build Brand
	Introduction
	Meet the Experts
	Evolution of Sponsorship
		Types of Sponsorships
			Leagues. Associating a brand with a particular sport is often achieved by a company connecting with a league or organization. The number of partners and scope of partner sponsorship associations vary by league. For example, the National Football League ha
			Teams. Although team sponsorship inventory is managed in much the same way as their league counterparts, there are three significant differences (see Figure 11.3). First, the geographic scope of team sponsorship tends to be local, focusing on the market i
			Events. An alternative to marketing through sports at the league or team level is to associate with specific events in which leagues or teams compete. This strategy taps into an affinity for a sport in general rather than specific teams or players within
			Venues. Physical spaces occupied by sports properties have become fertile sources of sponsorship revenue in the past 15 years. The most visible form of venue sponsorship is naming rights sponsorship, an association in which a corporate sponsor acquires th
			Individuals. Sponsorship of individual athletes or coaches, active or retired, is another way to associate a brand with the affinity an audience has for sports. Some sports lend themselves to corporate sponsorship of individuals because competition is not
			Causes. Sponsorship spending by category, shown in Figure 11.1, reflects that sponsorships of causes are a small portion of the industry total (9%), but in recent years it has been the sector that has experienced significant growth. Cause marketing is sim
		Distinguishing Characteristics of Sponsorship
		Sponsorship Growth
			Targeted Reach. The concept of reach is important to marketers when planning brand communications. Reach is the total number of persons or percentage of a total population that is exposed to a brand message within a specified time period. Measures of reac
			Connection with Affinity of Sports Fans. In Chapter 1, the affinity advantage possessed by sports was introduced as a unique characteristic of sports marketing. Sports are the envy of many companies because of the raw emotion and passion that a fan has fo
			Avoidance of Message Clutter. One of the strongest attractions of sponsorship is it provides an alternative to traditional media to reach an audience. The prevalence of message clutter, or the high volume of marketing messages placed in a communication ch
	Value to Sponsors
		Targeted Reach
		Image Transfer
		Exclusivity
		Marketing Opportunities
		Protection of Investment
	Ask the Experts: Authentic Partnerships
	Sponsorship Management
		Step One: Define the Target Audience
		Step Two: Set Objectives
			Create Brand Awareness. Building brand awareness among an audience can be achieved through the repetition a of brand name or logo. Sponsorship is effective in this regard because benefit sponsors usually receive signage placement at event venues. Also, ti
			Influence Brand Image or Personality. The other most frequently set objective is to shape a desired brand image or personality. Sponsors often aspire to either creating new brand associations or changing current brand perceptions so that image transfer fr
			Strengthen Client Relationships. For many B2B marketers, one of the greatest attractions of sponsorship as an IMC tool is the potential to engage clients and prospects extensively. Client hospitality can take the form of perks such as providing game ticke
			Stimulate Product Trial. The presence of large crowds at sporting events makes sponsorship an attractive channel for many marketers that target consumers. Having consumers use a product for the first time (product trial) is a key step toward a person beco
			Increase Sales. An association with a sports property may serve as a differentiator in a consumer’s mind when evaluating competing brands. If few or no differences exist between brand choices, a consumer may be swayed to select a brand because of its link
			Generate Media Exposure. Setting awareness objectives for a sponsorship focuses on an outcome of the target audience knowing the sponsor’s brand exists, that it is recognized in the marketplace. Sometimes, a sponsor may wish to have an impact beyond being
		Step Three: Select the Sports Property
		Step Four: Establish a Budget
		Step Five: Develop an Activation Plan
		Step Six: Measure Effectiveness
			Awareness Measures. Sponsors that set awareness objectives can evaluate the effectiveness of creating brand awareness through a pre-/post-sponsorship comparison of awareness levels. If car rental company National Car Rental wanted to determine the impact
			Image Measures. The image transfer capability of a sports property’s associations with a sponsor can influence how consumers perceive brands associated with the property. Sponsors can do a pre-/post-sponsorship measurement to compare brand perceptions in
			Financial Measures. Building relationships with consumers by increasing the level of brand awareness or by influencing associations that make up the brand image are meaningful impacts that can be delivered by sponsorship. However, many managers are not sa
	Ask the Experts: Sponsorship Activation
	Reasons Sponsorships End
		Unclear Expectations
		Inadequate Budget to Activate Sponsorship
		Change in Strategic Focus
		Change in Managerial Personnel
	Ask the Experts: Measuring Sponsorship Effectiveness
	Chapter Summary
	Review Questions
	New Terms
	Critical Thinking Questions
	You Make the Call: Cirkul
Chapter 12 Measuring Sports Brand Performance
	Winds of Change Are Variable for Ticket Pricing
	Introduction
	Meet the Experts
	Importance of Measuring Performance
		Align Marketing Activities with the Brand
		Evaluate Marketing Decisions
		Translate Insights into Actions
	Measuring Marketing Performance
		Fan Engagement
		Customer Satisfaction
		Return on Investment
		Ticket Sales
			Season Tickets. Purchasers of multiple-game ticket packages, either full season or partial season, represent a key customer segment for a sports property. They are a key segment because of their loyalty. A season ticket buyer’s commitment to purchase tick
			Premium Seating. A category that has grown significantly in importance and revenue potential for sports properties is premium seating, which includes special seating areas in a sports venue such as boxes, club areas, and suites as well as seats with uniqu
			Individual Event Tickets. Driving revenue growth from ticket sales for individual events is a challenge that varies among sports properties. Some events are held only once or infrequently such as a college football bowl game or a college basketball confer
			Group Tickets. Marketing sports to groups can be an effective strategy for selling excess ticket inventory and attracting new individual ticket buyers. The definition of the number of people that comprise a group varies among sports properties, although a
			Secondary Ticket Market. A fifth category of ticket revenues has emerged in recent years, one that had been nonexistent for sports properties but has been around for many years. It is the secondary ticket market, or the market for selling tickets purchase
		Sponsorship Sales
		Retail Services
	Ask the Experts: Demand-Based Ticket Pricing
	Marketing Analytics
		How Analytics Are Used for Decision-Making
		Analytics for Sports Marketing
			Holistic customer profile. A customer can have many touchpoints with a sports property. When you buy tickets through a team or venue’s online ticket platform, you create a data point. When you sign up to receive an email newsletter, you create a data poin
			1-to-1 Marketing. A better understanding of customers and their interests obtained through analyzing customer profile data sets the stage for targeted communication and offers. This use of data supports a targeting approach known as 1-to-1 marketing in wh
			Customer Acquisition and Retention. Marketers are constantly engaged in working to acquire new customers and keep existing ones. Analytics is a tool to assist with both tasks. Customer acquisition efforts are supported by using understanding gained from c
	Ask the Experts: Measuring Fan Engagement
	Challenges in Measuring Performance
		Uncontrollable Factors
		Selecting Appropriate Measures
		Determining Impact
	Ask the Experts: Measuring ROI and ROO
	Chapter Summary
	Review Questions
	New Terms
	Critical Thinking Questions
	You Make the Call: Jacksonville Jumbo Shrimp
Chapter 13 Delivery of Sports Experiences
	Customer Service Is Key Ingredient to Quality for Sportservice
	Introduction
	Meet the Expert
	Managing Quality
		Defining Service Quality
			Intangibility. The benefits provided by sports entertainment are largely intangible, meaning they cannot be observed with the physical senses prior to purchase or consumption. The thrill of competition, a sense of community with other fans, and escape fro
			Reliability. Perceptions of quality can be influenced by enhancing the tangibility of the sports consumption experience, but those efforts can be negated if a sports property fails to demonstrate reliability in service delivery. Consumers tend to assess r
			Responsiveness. The responsiveness dimension of service quality deals with employees’ willingness to help customers and offer prompt service. Willingness to serve customers is assessed by the length of time one has to wait to receive service and how well
			Assurance. Whereas responsiveness deals with the speed and reliability of service delivered, assurance is consumers’ perceptions about the knowledge and capability of a service provider. An employee’s actions can build trust and confidence in a consumer’s
			Empathy. The final dimension of service quality is empathy, observed by customers as caring, individualized attention shown by a company or customer service personnel. Empathy can be conveyed by treating customers as individuals with unique needs and by s
		Service Quality and Customer Satisfaction
		Managing Service Quality
	Ask the Expert: Managing Customer Satisfaction
	Marketing Execution
		Why Outsource?
			Expertise. Perhaps the number one reason any business would outsource part of its operations is to take advantage of the knowledge and experience that an outside firm possesses. A marketing agency’s expertise can be developed through specialization in one
			Objectivity. Outside agencies offer an unbiased perspective on a client’s business. An outside agency is independent, not owned or controlled by its clients. Its long-term success depends on delivering results to clients that advance their business, not s
			Resource Availability. An outside agency may have resources the sports property does not. Hiring an agency or consultancy can bring an infusion of creativity and human resources. An outside perspective can contribute new ideas or alternative approaches to
			Cost-Effectiveness. Reasons for outsourcing marketing functions identified so far share the benefit of improving marketing effectiveness. An alternative reason for outsourcing is that in some cases it costs less to hire someone to do a job than to do it y
		Staying In-House
			Control. Maintaining control over decisions and operations is a major consideration for many managers. When operations are outsourced, day-to-day execution and performance are not handled by someone reporting directly to a manager in the organization. Whe
			Consistency. Establishing consistency across operations is highly related to the control issue. Execution that is consistent with an organization’s marketing strategy as well as its policies and procedures may be challenged when tasks are being performed
			Costs. The third reason for performing marketing operations in-house pertains to financial considerations. For sports properties with modest marketing budgets, an outlay for an agency or some other third-party service provider may be cost-prohibitive. Sim
		Services That Can Be Outsourced
			Ticket Sales. Ticket sales may seem like an unlikely candidate for outsourcing. Managing the transactional aspects of ticket sales such as order fulfillment and ticket distribution are relatively straightforward processes that may not require the expertis
			Sponsorship Sales. An organization’s management needs for its sponsorship business depend on whether it is a seller (property) or buyer (company) of sponsorships. Sellers are concerned with identifying prospective sponsorship partners, engaging them throu
			Media. For some sports properties, media rights and sales is one revenue stream that can be maximized by putting it in the hands of a firm that specializes in media operations. If the scope of a team’s media footprint is small, then an in-house media staf
			Facility Operations. Putting on a sporting event requires coordination among several different functions that contribute to delivering a satisfying customer experience. Some of these functions are so specialized or removed from a marketing organization’s
			Marketing Communications. Outsourcing of advertising, public relations, or other forms of marketing communication is hardly unique to the sports industry. Businesses, small and large, across a wide range of industries, utilize outside agencies to meet som
			Market Research. One of the main reasons a business outsources a task or function is that it can hire someone who has the expertise and infrastructure to accomplish the task. Market research is an area that most sports properties do not have the resources
	Ask the Expert: Analytics and the Fan Experience
	Chapter Summary
	Review Questions
	New Terms
	Critical Thinking Questions
	You Make the Call: 601 Analytics
Chapter 14 Preparing Future Sports Marketers
	Finding Your Red Rubber Ball
	Introduction
	Career Paths in Sports Marketing
		Ticket Sales
		Customer Service
		Sponsorship
		Brand Communications
		Event Marketing/Management
		Facility Management
		Marketing Analytics
		Services Marketing
	Positioning for Success
		Experience
			Education. Formal education lays a foundation of knowledge and represents the credentials that an individual needs. Colleges and universities have responded to the growth of the sports industry and interest in sports business careers by developing courses
			Internship. If a key to preparing for a sports marketing career is to get experience, then securing an internship is an important step a student can take toward breaking into the sports industry. Internships are valuable because they allow students to app
			Volunteerism. Although internships are an excellent opportunity to gain experience and develop a network of professional contacts, not all students are in a position to do an internship. For some students, working with no compensation for a few months may
			Work Experience. Gaining experience related to sports through an internship or volunteerism can differentiate a job applicant from others lacking such experience, but what if you do not have these experiences? Are your chances of working in sports marketi
		Networking
			Face-to-Face Networking. Networking opportunities arise in a variety of face-to-face settings. A marketing professional visits one of your classes as a guest speaker—take a moment to approach her after class. Introduce yourself and thank her for taking th
			Social Networking Websites. Technological innovations have created another channel for professional networking: social networking websites. Companies and individuals use social networking sites to promote their professional brands. Facebook and X, popular
		Your Personal Brand
	Ask the Experts: Getting in the Game
	Chapter Summary
	Review Questions
	New Terms
	Critical Thinking Questions
	Online Career Resources
		General
		Social Networking Sites
		Sports Industry
		Networking and Professional Development
Index