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What is Sports Marketing?

What is Sports Marketing?. A Look Back at the History of Sports Marketing…. William “Bill” Veeck was one of the most influential people in sports marketing. Took sporting events to different levels of entertainment.

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What is Sports Marketing?

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  1. What is Sports Marketing?

  2. A Look Back at the History of Sports Marketing… • William “Bill” Veeck was one of the most influential people in sports marketing. • Took sporting events to different levels of entertainment. • In mid-1900’s, introduced the concepts of player names on jerseys, ballpark giveaways, and exploding scoreboards. • Mark McCormack, founder of IMG, linked athletes to corporations in the 1960s. • Many sports 1st’s took place in the 20th century. • Longest running endorsement deal in sports history: Wilson Sporting Goods & Gene Srazen, 1923-1999.

  3. With the growth of the sports industry- 213 billion in revenue & 20 new leagues in the past decade- employment possibilities are expanding. A Future in Sports Marketing?

  4. Categories of Sports • Amateur • High School • College & University • Professional

  5. Amateur Sports • An amateur athlete is a person who does not get paid to play a sport. • To be an amateur, an athlete needs only the desire and drive to play a sport. • High school, college, recreational players. • Recreational sports cannot function without the help of the community, therefore, teams are sponsored.

  6. High School Sports • Many high schools and communities put much effort and enthusiasm into their sporting events. • Sometimes a part of tradition encouraging people to rally around the games. • National Federation of State High School Associations (NFHS) set guidelines and make sure that students benefit from a balanced educational and athletic experience. • Regional influences affect the popularity of sports in the U.S.

  7. College & University Sports • Very popular and extremely competitive. • The National Collegiate Athletic Association (NCAA) is a national organization that governs college athletics and oversees important decisions pertaining to athletics. • Rules & guidelines posted on www.ncaa.org • If rules are broken, the NCAA has the power to eliminate teams from playing an entire season and can terminate an athlete’s scholarship. • To ensure competitiveness, created divisions determined by student population, financial stability, and player ability. • Ex.) Division I, Division II, or Division III

  8. Professional Sports • A professional athlete is an athlete who has the will and ability to earn an income from a particular sport. • Extremely talented athletes have opportunities to earn endorsements, which are sometimes, larger than team salary. • Ex.) At the age of 18, LeBron James signed a 3-year, $12.96 million deal with the Cavaliers and a 7-year $90 million endorsement deal with Nike. • Most heavily marketed category of sports. • Ex.) Gillette Stadium cost $345 million to build. Stadium features 68,000 seats, with 6,000 club seats in midfield that go for as much as $6,000 each over ten years. Currently there are over 50,000 fans on a waiting list for season tickets.

  9. Olympic Sports • According to legend, founded by Hercules. • First recorded evidence of the Olympic Games was in 776 B.C. in Olympia, Greece. • Only event at this time was a 192 meter run. • Abolished in 393 A.D. because of pagan influences. • In 1890, revived by Frenchman Pierre de Coubertin. • Implemented the International Olympic Committee (IOC), which plans the games and oversees issues and decisions. • In April 1896, Athens was chosen for the revival of the games. • Contestants were not chosen by their nation, but instead, traveled to Athens at their own expense. • 300 athletes from 13 countries participated.

  10. Present-day Olympics • Held every four years. • Each time it is held, the IOC increases its global membership. • The 2012 London Summer Games included 205 countries with 10,500 athletes competing. • For years, “The Amateur Rule” prohibited professionals from competing in Olympic events. • Overturned in 1986; as a result, viewership increased. • 1992’s the “Dream Team” (Michael Jordan, Magic Johnson, & Larry Bird) was responsible for the enormous boost in popularity of basketball on an international basis.

  11. Paralympics & Special Olympics • In 1948, Sir Ludwig Guttman organized a sports competition involving WWII veterans; paralympics began. • Olympic-style games for athletes with disabilities were organized for the 1st time in Rome in 1960. • They are held the same year as the Olympic Games. • In 1968, Eunice Kennedy Shriver organized the 1st International Special Olympics at Soldier Field in Chicago, Illinois. • 26 Olympic-type summer and winter sports. • Currently serve 1 million people in more than 200 programs in more than 150 countries.

  12. International Sporting Events • In the early days of ABC Sports, Roone Arledge created “The Wide World of Sports”, a weekly television show that brought unusual sporting events into homes. • Ex.) Wrist-wrestling, cliff diving, world figure skating, cricket, and rugby. • Introduced the public to icons such as the Harlem Globetrotters, Muhammad Ali, and Evel Knievel. • Soccer (known as football outside the U.S.) is one of the world’s most popular sports; World Cup. • Tour de France bicycle race, a 28 day 2,200 mile race, has gained American interest.

  13. Women’s Sports • On June 23, 1972, the enactment of Title IX, the Education Amendment, advanced girls’ participation in sports. • Title IX is a law that bans gender discrimination in schools that receive federal funds. • In 1970-71, only 294,000 high school girls competed in sports. By 1998-99, more than 2,652,000 girls were participating. • Prior to Title IX, few colleges offered sports scholarships for women. By 1995-96, female athletes received $212 million in scholarships. • Billie Jean King was a key player in the advancement of women’s sports. • Dominated women’s tennis for 2 decades, winning 20 Wimbledon titles. • In 1973, challenged male tennis player that proclaimed no woman could beat him; King defeated him.

  14. Extreme Sports • Extreme sports are sports that involve nontraditional, daring methods of athletic competition. • In the 1980’s, skateboarders, rollerbladers, stunt bikers, and snowboarders of Generation X helped launch this sport. • Skateboarding legend Tony Hawk, skiing and snowboarding legend Warren Miller, and surfing legend Kelly Slater have promoted this marketing movement. • ESPN and the X Games have helped add to its success. • Products include sports drinks, clothing, and video games.

  15. Activity Time!!! • Now that we have discussed all the categories of sports, working with a partner…you are to brainstorm to create a “NEW” category of sports, you believe to be the “next best thing”. • You and your partner will create a poster that illustrates this new category of sports to the public. • Also, be sure to give your “NEW” category of sports a name. • At the end of the class period, your group will present posters and explain this “NEW” category!

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