Sports Marketing

1、Sports Marketing: A Special Case of Marketing?Chapter 11General theories of marketing should ultimately possess superior predictive & explanatory powers of how marketing works.Does the application of sports marketing principles better explain and predict optimal buyer/seller relationships & exchange

2、s better than traditional goods/services marketing?In other words, if everyone marketed like sports marketers, would they be more successful?Theory & Application2How is sports marketing different from traditional goods/services marketing?By understanding the differences we can understand the effecti

3、veness of sports marketing principles.3Fans vs. CustomersCustomer: “One that buys goods or services.Fan: “An ardent devotee; an enthusiast; Fanatic: “A person marked or motivated by an extreme, unreasoning enthusiasm, as for a causeWhat are some things you have seen fans do at a game that customers

4、at a grocery store never do for a favorite cereal or toothpaste?#14Fans vs. CustomersIf a customer is a loyal Folgers coffee customer, we can predict that s/he will likely continue to buy Folgers coffee at the grocery store. A loyal Folgers customer may, however, switch to similar coffee (Maxwell Ho

5、use) or buy Folgers at another store if appropriately discounted. You wont see many Folgers customers wearing shirts with its brand name emblazoned across the chest. Nor are you aware of many people, who of their own free will, frequently visit . If so, they must be the same people who are visiting

6、, , and .Why? Because most people dont identify themselves by what detergent or toothpaste they use.#15Fans:Identify with and follow the behavior of the team and individual players on that team, on and off the field (via , team websites, newspapers, television, radio, wireless emails, etc.).Purchase

7、 licensed merchandise (jerseys, automobile paraphernalia, caps, mugs, etc.) promoting the team.Donate or pay extra for permanent seat-licenses (PSLs) in order to buy season tickets.Travel to see games of that team outside of his local market.Support tax-based initiatives to pay for a new arena or st

8、adium for the team.Are a supporter of the conference or league in which the team plays.Devote significant social time attending, watching and discussing the team with others devoted to the same or other teams.#1Fans vs. Customers6Why? Consumer Surplus.How much would you pay to go to the Super Bowl?

9、Why?#17Identification vs. LoyaltyLoyalty is the repeat purchasing of a good or service by a consumer. A loyal customer is sensitive to differences in brands and prefers a brand or set of brands over others (see Odin, Odin and Valette-Florence 2001).Identification is when an individual reacts to even

10、ts that occur to the team or player as if the events happened to him or her (Kagan 1958). How did you feel when your team won or lost in the play-offs recently?What exactly did you do when your favorite player succeeded or failed? Why did you do that?#28Loyalty vs. IdentificationTransaction#2#2Socia

11、l exchange9Who Pays?Advertising & Promotion CostsThe manufacturer and/or retailer of goods and services pay for the development and placement of brand advertising and promotions.In contrast, sports teams and individuals (e.g., players and drivers) receive indirect and direct financial support to adv

12、ertise and promote themselves. Fans indirectly promote the team by buying and wearing or displaying licensed team merchandise. Sponsors directly promote the team and pay for advertising and media to do so. For instance, ATT pays the Dallas Stars at least $100,000 to host the team website (). Radio a

13、nd TV broadcasts of events are “brought to you by the sponsors. Can you think of any other goods or services that come closesuch that customers promote the organization the way sports fans do?Is anyone else marketing as effectively as sports teams often do?What brands are people willing to pay extra

14、 for just so people can see the logo?#310Who Pays?Advertising & Promotion CostsMuch of the actual product, particularly in terms of revenue, is in the broadcast of the games or event. The fact that sports are broadcast, in and of itself, differentiates sports from other goods and services. Typical g

15、oods and services find it difficult to entertain using its product as the star of a broadcastalthough some try.#3Ab-dolly Infomercial11Goods and services marketers typically pay for media to broadcast or print advertising and promotional information.The media pays sports teams for the right to broad

16、cast or print team and event information. For example, ABC/ESPN & Time-Warner are paying $4.48 billion for NASCAR (8 years). Relatedly, the distribution for sports is increasingly electronic and not limited to static locations.#3Who Pays?Media Costs12Geographic Distribution: Static vs. MobileGoods a

17、nd services are sold in specific geographic outlets. Although retail locations may open or close, customers typically visit or receive service based from specific locations. Sporting events and teams, on the other hand, are basically traveling road shows, moving from location to location, city to ci

18、ty, nationally and globally. The NFL, for example, is broadcast in 205 countries across 24 time zones for upwards of 4500 hours of weekly programming.Has anyone ever seen a U.S.-based sporting event broadcast in another country? How is the product (i.e., the broadcast) similar or different from what

19、 is seen in the U.S.?Has anyone ever bought a Coke or gone to McDonalds in different countries? How is the product and marketing different?#413From an international marketing perspective, sports such as soccer, basketball, baseball, tennis, golf and motorsports are global products that need little t

20、ranslation or alteration to be accepted across cultures. Compared to most sports, frequently cited global products such as Coke and McDonalds are not actually standardized global products. Coke alters its packaging, name and syrup content in foreign countries. McDonalds offers beer in German restaur

21、ants and cooks its hamburgers rare in France. The content or product of the NFL, Formula1 Racing, Olympics Downhill Racing, or World Cup Soccer remains the same throughout the world. In a sense, given its electronic broadcasts, this distribution channel is standardized around the world. Obviously, t

22、he promotion (e.g., language) and pricing (e.g., costs of cable or PPV) aspects of the marketing mix are adjusted to regional markets.#5Truly Global ProductsCoke in Japan14Two-part pricingCustomers typically pay one price for a given product or service.Professional sports and major college sports fa

23、ns frequently pay a two-part tariff (or price). Can you think of any goods/services that require an initial payment before you pay a second price for the actual use of the good/service?#615Two-part pricingDemand is frequently sufficient to require an initial payment (donation to the university, paym

24、ent for a seat license, membership fees) for the right to pay more money as a means to allocate a limited inventory of preferable seats. Fans who pay the initial fee are then given the opportunity to purchase tickets.Another aspect of two-part pricing in sports is the event itself. Fans pay for a ti

25、cket to enter the event (initial payment) and then purchase other products (food, drink, souvenirs) after entering. Price-setting in most sports settings must consider various forms of price bundling.Season tickets are offered at a bundled price for the entire season and are de-bundled in the form o

26、f smaller ticket packages or individual tickets.Offering tickets with a hot dog and soft drink for a single price is another example of price bundling in that it combines the prices of what would normally be two-part pricing.#616Two-part pricingWhy do you think fans are willing to pay so much money

27、for food & drink at a sporting event?Why dont more people bring coolers (when allowed) or eat before/after the event?#617Tax-Payer Support:FacilitiesAlthough the subject of much public policy debate, sports team owners frequently do not pay for their own stadiums or arenas. A new Nissan automobile p

28、lant may be able to acquire favorable tax status and property in Mississippi ($695 million in tax breaks and incentives over 20 years), but will still pay for building their own facilities ($930 million in Canton, MS).In contrast, the majority (18/29) of NBA owners facilities are largely or entirely

29、 paid by taxpayers (see , 2001). In addition, naming rights by sponsors add additional revenue to the team. Even when owners invest private dollars into the facility it is not necessarily because public monies are unavailable, but is often due to revenue control issues that will favor the team owner

30、s if they own the facility.#718Tax-Payer Support:FacilitiesConsider Reliant Stadium in Houston, Texas:As first planned, stadium officials had $367 million with which to work - $317 million from bond issues, to be paid off with hotel and rental car tax revenue, and $50 million from the sale of perman

31、ent license seats by the Texans. Officials now concede they knew all along that wouldnt cover the costs for the stadium they wanted. They added a parking tax of $1 per vehicle and a ticket tax capped at $2 a ticket. Fans are helping pay off $82 million worth of extras that have increased the cost of

32、 the Reliant Stadium complex to $449 million. Among the items added to the original stadium proposal are extra restrooms, larger concession areas, 4,000 more parking spaces and landscaping. #719Why are communities willing to pay whatever it takes to attract pro sports?From a broader sociological per

33、spective, sports teams provide a city (or state) a social identity that can represent who they are to others. How do people in your city or state represent themselves to others by the success of their sports teams?#7The successful state university sports team allows constituents to represent themsel

34、ves to others as winners. The tough blue-collar character of the Steelers over the years symbolizes who Pittsburgh fans are to the rest of the country. The black uniforms, skull-and-crossbones, and intimidating players for the Oakland Raiders, for better or worse, mostly identify their fans.The Hogs

35、 at Redskins games representok, we dont know what they represent. 20Branded goods and services have traditionally not cooperated in their marketing efforts. At the wholesale level and in some highly competitive retail markets, goods and services may engage in co-branding or cooperative strategic all

36、iances. As a rule, however, goods and services marketers do not cooperate in cross-promotions and work in-league with each other on a permanent basis.Professional sports leagues have unique anti-trust exemption & monopoly powers limiting production (expansion and contraction of its members)providing

37、 revenue sharing (national TV contracts, etc.), and Allowing profit maximization#8Competition:Cooperation & Monopoly Power21Exchange:Economic vs. SocialCustomers pay an economic price for the goods or services they purchase while fans make a social investment in the transaction.Customers typically g

38、ive up monetary value in exchange (what one gives up for what one gets) for the good or service, although time and search effort may also be expended. In most cases only limited social exchange occurs. Consumers may join together to go out to a restaurant for primarily social reasons. However, the e

39、xchange with the restaurant is still premised upon the purchase of the meal. Individual and groups of customers may at the same time purchase a meal in the same venue where social exchange accounts for little or no part of the encounter. This rarely happens in sports settings.Crowds are generally a

40、bad thing, with negative psychological effects.In sports, attendance is nearly always (98-99% of the time) with at least one other person. The sports fan pays a price for the right to enjoy an emotional experience with others. The fan goes to the game to be with others to share the experience in thi

41、s social exchange. #9What is the difference between a good crowd at the mall and at the game?How does it make people feel?Will they approach or avoid the place?If it is not very crowded at the mall or the game, how will people respond?22Contractual PowerGoods & ServicesThe size and power of the manu

42、facturer or retailer of goods and services affords the owner contractual leverage over its employees. Salaries, benefits and tenure are largely controlled by the owners. Employees have mobility, but are rarely able to single-handedly affect the outcome of the firm by making contractual demands. Spor

43、tsHow can star players command such high salaries? Why are teams & sponsors willing to pay? How can they be worth what they earn?Tiger Woods: $81mMichael Schumacher: $80mPeyton Manning: $42mMichael Jordan: $35mShaquille ONeal: $32m (2004 Salaries & Earnings, Forbes)#1023Contractual PowerGoods & Serv

44、icesThe size and power of the manufacturer or retailer of goods and services affords the owner contractual leverage over its employees. Salaries, benefits and tenure are largely controlled by the owners. Employees have mobility, but are rarely able to single-handedly affect the outcome of the firm b

45、y making contractual demands. Sports: Employees (viz., players) of sports teams are more likely to possess contractual power over employers. Contract concessions, renegotiations and arbitrations generally favor players. The scarcity of superstar talent has shifted the power to players over owners.Union membership has declined in manufacturing over the past four decades. At the s