Marketing Communications and Sports

Paper Summary:

The paper explores how advertisers create marketing communications programs that capitalize on the unique strengths of professional sports. The paper looks at the specific marketing communications strategies that advertisers rely on to gain the return on investment (ROI) on their marketing investments.

Outline:
Introduction
Marketing Communications Strategy Formulation Begins With the Audience
Constructing Marketing Communications Strategies Capitalizing on Sports Marketing

From the Paper:

"Increasingly marketers are turning to professional sports to strengthen their brands by associating them with exceptional athletes, as is the case with Buick aligning itself with Tiger Woods on the PGA (Fitzgerald 2002) or Phil Mickelson with his Accenture-branded golf hat (Stogel, 2004). The same holds true for both commercially-oriented and consumer brands sponsoring NASCAR teams. Take for example the sponsorship of driver Tony Stewart by Home Depot over the last few years and the double-digit growth in ladder sales whenever he wins a race and climbs up a Home Depot ladder when he accepts the trophy to see everyone on the infield (Ferriss, 2005). Advertisers are seeing significant return on investment (ROI) from sponsorships in the NBA, major league baseball (MBL), the NHL in addition to NASCAR and the PGA."

Sample of Sources Used:

• Kathleen A Farrell, Gordon V Karels, Kenneth W Monfort, Christine A McClatchey. (2000). Celebrity performance and endorsement value: The case of Tiger Woods. Managerial Finance, 26(7), 1-15. Retrieved January 20, 2008, from ABI/INFORM Global database. (Document ID: 282778741).
• Paul Ferriss (2005, September). Where sport meets business. Marketing, 110(29), 6. Retrieved January 19, 2008, from ABI/INFORM Global database. (Document ID: 899108651).
• Kate Fitzgerald (2002, April). Buick rides the Tiger. Advertising Age, 73(15), 41. Retrieved January 21, 2008, from ABI/INFORM Global database. (Document ID: 114804557).
• Lawrence Mitchell Garrison (2004, March). NASCAR's wide-reaching PR efforts achieve divine results. PRweek, 7(9), 24. Retrieved January 17, 2008, from ABI/INFORM Trade & Industry database. (Document ID: 582311281).
• Home Depot Sizes Up Sponsorship. (2003, July). Retail Merchandiser, 43(7), 42. Retrieved January 20, 2008, from ABI/INFORM Global database. (Document ID: 839714711).

More papers on Marketing Communications and Sports:

• Research Paper # 93065 : "Media and Sport"
• Marketing Plan # 50095 : "Senior Housing Marketing Plan"
• Research Paper # 52316 : "Corporate Sponsorship in Sports"

APA Citation:

MLA Citation: