1. Sports Marketing
Sports marketing is marketing products through the sponsorship of sporting events or the
sponsorship of teams or equipment for sporting events.

2. Sports is a Service.
The sports is a service.

3. Relationships
Requirements
Capability
Timing
ACTION PLAN

4. • Develop requirements profile of each event • Understand decision-making process
• Develop gap analysis • Identify important relationships
• Define strategies to close gaps • Develop and implement relationships
• Recognise sport is key to business success building plan – regional, national,
international
Relationships
Requirements
Capability
Timing
 Consult bid
 Define timing
• Identify necessary local capabilities  Execute in stages
• Harness existing capability  Region is ahead
• Develop required capability  Need to keep ahead
• Adapt current practices to suit market need
ACTION PLAN – SPORTS MANAGEMENT

5. Sports engagement is just not about viewership
The sports engagement is just not about the viewership. It is all about the sports worship.

6. Purchasers Adoption Media Distribution Product Pricing Facilities Competition Exchange Employees
MARKET INFLUENCERS

7. Purchasers Adoption Media Distribution Product Pricing Facilities Competition Exchange Employees
Owner buys Individual Contractual
existing or branding in power
Customers Loyalty Owner pays Static Adapted Single price economic
builds own competitive favors
facilities markets owners
MARKET INFLUENCERS – AN OVERALL VIEW

8. Purchasers Adoption Media Distribution Product Pricing Facilities Competition Exchange Employees
Fan pays Government Contractual
Fans,
extra for (taxpayers) Monopoly power
Fans Recognition Sponsors, & Dynamic Global social
right to buy pay for power favors
Media pay
tickets facilities players
MARKET INFLUENCERS – SPORTS COMMUNITY

9. Purchasers Adoption Media Distribution Product Pricing Facilities Competition Exchange Employees
Owner buys Individual Contractual
existing or branding in power
Customers Loyalty Owner pays Static Adapted Single price economic
builds own competitive favors
facilities markets owners
Fan pays Government Contractual
Fans,
extra for (taxpayers) Monopoly power
Fans Recognition Sponsors, & Dynamic Global social
right to buy pay for power favors
Media pay
tickets facilities players
MARKET INFLUENCERS – A PARADIGM SHIFT

10. sports marketing different from traditional marketing
By understanding the differences we can understand the effectiveness of sports marketing principles.

11. FANS VS. CUSTOMERS
What are some things you have seen fans do at a game that customers at a grocery store never do for
a favorite brand?
Customer Fan Fanatic
One that buys goods or An ardent devotee; A person marked or motivated
services. An enthusiast by an extreme, unreasoning
enthusiasm, as for a cause

12. Value of Sports Event, Product, or Service for the Fan
Consumer Surplus
Value of the Transaction
Fans can pay any premium over
the cost of product to avail the
services and product.
Price of Sports Event, Product, or Service
Plan*
Profit
Cost of Sports Event, Product, or Service Provision
*Availability of Sports Event, Product, or Service Provision
FANS PRICING

13. SPORTS PRICING – VALUE OF EMOTION

14. 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.
- Reebok president Robert Meers
SPORTS IS CHANGING