The document summarizes a marketing seminar on sport marketing. It begins by defining sport marketing and outlining its three main sectors: marketing of a sport, marketing products through sports, and promoting sports to the public. It then discusses readings on sport marketing literature, the current state of sport marketing in Egypt, and popular careers in the field. The remainder covers sport marketing worldwide, a typical sport marketing plan framework, an example research paper, and benefits of sport marketing. Key highlights include the need to modify Egyptian laws around sponsor rights and the importance of developing sport management education.

1. Marketing Seminar
Sport
Marketing
GUC, MBA
17 March 2013
Youssef Alaadin

2. Road Map
 Sport Marketing Definition.
 Sport Marketing; The Concept.
 Readings in the literature.
 Sport Marketing in Egypt.
 Sport Marketing Worldwide.
 Popular careers in Sports Marketing.
 Sports Marketing Plan Framework.
 Research Paper.
 Benefits of Sport Marketing.
 Discussion.

3. Sport Marketing Definition
Sport marketing is the process of planning how a
sport brand is positioned and how the delivery of
its products or services are to be implemented
in order to establish a relationship between a
sport brand and its consumers. (L.Kesler).

4. Sport Marketing Definition
Sport Marketing products through the
sponsorship of sporting events or the sponsorship
of teams or equipment for sporting events.
(B.John, 2006; The marketing of Sport).

5. Sport Marketing; The Concept.
 Sport Marketing is divided into THREE main sectors:
1- Marketing of a Sport.
 Advertising of a sport and sports associations
such as the Egyptian Football league, the
Olympics and the Tour de France.
(F.Sam et G. Russell, 2008; The Four Domains of Sports Marketing: A Conceptual Framework)

6. Marketing of a Sport:
UEFA League, Football. (2m 30sec)

7. Sport Marketing; The Concept.
 Sport Marketing is divided into THREE main sectors:
2- Marketing Products & Services through Sports:
 The use of sporting events, sporting teams and
individual athletes to promote various products.
(whether they are sports related products or
non-sports related products).
(F.Sam et G. Russell, 2008; The Four Domains of Sports Marketing: A Conceptual Framework)

8. Marketing of a Product through sports:
Adidas trailer– (Related). (1min)

9. Sport Marketing; The Concept.
 Sport Marketing is divided into THREE main sectors:
3- Promotion of a Sport to public:
 The promotion of sport to the public in order to
increase participation.
(F.Sam et G. Russell, 2008; The Four Domains of Sports Marketing: A Conceptual Framework)

10. Marketing a sport to the public:
Vodafone football trailer. (1min)

11. Reading in literature
 The philosophy of sport marketing is to satisfy the
needs of sport consumers, and the trend goes
beyond that.
 Countless companies and/or brands have used
sports marketing to build positive brand awareness,
support retail and sales promotions and gain an
overall advantage in their market.

12. Reading from the literature
 'Marketing through sport' is a
concept that that has been
used since the 1980s but that
also has increased in
importance in the last two
decades due to the growth and
expansion that the different
types of sports have enjoyed
since then.

13. Reading from the literature
 The peculiarity of sports is the issue that “sport is
the only entertainment where, no matter how many
times you go back, you never know the ending.
(Last year an average of 70,000 spectator in the stadium)

14. Sports Marketing in Egypt
 Egyptian sport organizations have traditionally
depended on government funding with little or no
support from private sector (Fekry, Zaki, 2006).
 Recent years, the difficult economic conditions
have led to a decrease in financial support from the
government and left many Egyptian sport
federations with little choice than to look for
alternate sources of funding.
(Sport Marketing in Egypt: Prospective Challenges)

15. Sports Marketing in Egypt
 Shalaby (2004) examined the funding sources
of professional Egyptian Football Clubs and
the marketing of their commercial rights. He
found that within the sport clubs, the
majority of companies (68 %) preferred to
sponsor football events. However, the lack of
scientific research and the need for market
research in sports have prevented Egyptian
sport federations from taking advantage of
marketing opportunities (Fekry, Zaki, 2006).

16. Sports Marketing in Egypt
 This singular fact is used by marketing companies as
an advantage
 240 football
match is being
commercial for.
 because in this way every time the audience
attempts to an event several times it will perceived
the advertisements again and again.

17. Sports Marketing Worldwide
 Sports Marketing 360
Sports Marketing 360 is established as the must-
attend event for sports marketing professionals
from around the world.
This conference is designed to deliver significant
value to those who work in sports, marketing,
media, brands and related areas.

18. Sports Marketing Worldwide
 DME Studios
DME Studios is an integrated marketing agency,
specializing in innovative forms of
communication.

19. Marketing Agency:
DME studios trailer. (2 mins.)

20. Sports Marketing Worldwide
 King of the Mountain (KOM) Sports Marketing is
an agency with many specialization
(Sports Marketing, Event Activation, Brand
Development, Sponsorship Sales, Property
development, Athlete Representation,
Communications and Strategic Planning.

21. Sports Marketing Worldwide
Cycling is now the biggest sporting goods
market in the world in terms of revenue,
according to a survey by multinational market
research company NPD Group.
 Global sales totaled
nearly (US $ 46bn) an
increase of four percent
on 2011.
 137 million bicycles
(including electric bikes).
Cycling accounted for 15
percent of all sporting
goods revenue.

22. Marketing the event:
Tour de France event trailer. (1min 30 sec)

23. Popular careers in Sports
Marketing
 Events Management.
 Public Relations.
 Licensing & Contracting.
 Media Management.
 Social Media – Public Media.
 Marketing & Marketing Research.
 Advertisement – Promotions.
 Membership Management.
 Sales.
 Sport Agents.
 Recreation.

24. Sports Marketing Plan
Framework:
•Analyze •Develop •Product. •Implementati
Plan the Sports Marketing Mix.
Develop a Sport Marketing Strategy
Implement and Control.
Identify Sport Marketing Opportunities
internal and Strategic on Strategies.
external Marketing •Price.
environment Direction. •Control
•Promotion. Process.
•Analyze •Policies.
organization. •Sport
•Place.
•Programs. Marketing
•Analyze Ethics.
market and •Sponsorship.
•Budget.
consumers.
•Analyze
competitors.

25. Research Paper
Sport Marketing in Egypt: Prospective
Challenges.
Ahmed Alafandi, University of Benha, Egypt, aalafandi@uottawa.ca
Benoit Séguin, University of Ottawa, Canada
 This study utilized a modified Delphi technique to determine
the various challenges of marketing sports in the future.
 An open-ended questionnaire was mailed to 179 experts. These
experts were randomly selected among 500 experts with at
least 10 years of experience in sports media, sports
administration, government and/or academics.
 A total of 144 persons completed the questionnaire.

26. Research Paper
Sport Marketing in Egypt: Prospective
Challenges.
Ahmed Alafandi, University of Benha, Egypt, aalafandi@uottawa.ca
Benoit Séguin, University of Ottawa, Canada
 The questionnaire asked about the probability of some events
happening in each of the environments described above and
the respondent’s judgment as to the impact of the proposed
challenge. Using a Likert Scale measurement, the respondents
were then asked to qualify the kinds of impact (very positive to
very negative) and their importance on sport marketing (very
significant to not significant).

27. Research Paper
Results / Discussions / Implications
 Our analysis led to 24 possible events that best capture the
future challenges facing the Egyptian sports industry.
 One of the most important issues identified was:
 The need to modify general association laws in sports and
youth field. (For example, the law provides no protection
for sponsor rights).
 They also refer to the positive and significant impact that
modifying taxes and customs laws would have in the field
of sport.
 The cultural environment was another factor identified as
important by the participating experts. (sports events were
free).

28. Research Paper
 It is projected that government funding will eventually
ceased.
 The biggest challenge identified by the respondents was
the lack of expertise in this field. Hence, the development
of sport management/marketing curriculum in Egyptian
Universities may contribute to the development of sport
marketing.

29. Why Sports Marketing?
 Sports marketing impulses
memberships, sales, and
recognition.
 These factors represent the biggest
benefits for the companies, the
athletes, the associations, the
leagues, and sport event managers.
 sport is considered a profitable and
sustainable marketing source
(NSW Government. "Marketing - Sports Clubs", September 2011).

30. Marketing the Egyptian Football League:
Official Trailer

31. Questions?