Abstract This article examines the subject of sports sponsorship. The paper analyzes why a particular company chooses to become involved in sportsmarketing. The writer looks at the various benefits of sponsorship. The writer also examines different forms of corporate sponsorship. Following an introduction, the paper provides a review of literature in the area of sponsorship. The article includes an analysis regarding reasons for company involvement in sports sponsorship. The writer looks at the matter of corporate goals and objectives. The paper also discusses the issue of target markets and benefits received for being a sponsor.
From the Paper "Many factors influence whether companies choose to become involved in sports sponsorship. The key factors in the decision making process are cost, the likelihood of product image enhancement resulting in increased sales and the likelihood of a significant amount of positive media exposure. Sports sponsorships provide corporate sponsors with a myriad of benefits that can be used to market and promote a company's products and services. The benefits of sponsorship include signage at sporting events, local or national media coverage, promotional opportunities before and after the event and ... "
Tags:sportsmarketing, sponsorship, company involvement, corporate sponsors, VIP, skybox, revenue increase, cost, team sponsorship, personal endorsement, tiger woods, their target market, benefits they receive
Abstract This paper evaluates the sportsmarket in the US in terms of a macro environment (country economy level) and micro environment (firm/consumer level). The paper discusses the growing importance of sports for community and looks at this through an economic and social perspective. It discusses revenue trends, employment, number of companies, industry pattern, trade balance and sports consumption, as well as sports being part of American education and playing an important role for communities.
Table of Contents:
Introduction
Chapter I - Country Overview - PEST Analysis
a. Political Factors
b. Economic factors
c. Social Factors
d. Technological Factors
Chapter 2 - Sport Importance and Expansion in the USA
a. Sport Importance
b. Sport Expansion
Chapter 3 - Typical Sporting Disciplines and American Model of Sports a. Typical Sporting Disciplines
b. American Model of Sports Chapter 4 - SportsMarket Analysis and Impact on the American Economy
a. SportsMarket Analysis
b. Impact on the American Economy
Chapter 5 - SportsMarket Size in the USA and Business Operations
a. SportsMarket Size in the USA
b. Business Operations (Distribution, Pricing, Retailing)
Chapter 6 - Retail Channel, Athletes, Brands and Major Key Industry Players
a. Products, Services and Goods
b. Athletes
c. Brands
d. Profile of Major Sporting Companies
Chapter 7 - The Sports Industry in the USA
a. Sports Media
b. SportsMarketing c. Sports Broadcasting
Chapter 8 - Sports Infrastructure, Facilities and Stadiums and Retail Channel Network
a. Sports Infrastructure
b. Facilities and Stadiums
c. Goods and Equipment Retail Channel Network
Chapter 9 - Textile & Apparel Market in India
a. Introduction
b. Indian Textile and Apparel Market Analysis
c. Issues in the Indian Textile and Apparel Sector
Chapter 10 - Conclusion
From the Paper "The industry growth, due mainly to team sports' popularity highlights the American sports preferences towards the four main sports categories: football, baseball, basketball and hockey. In the same time, overall sports participation slightly decreased in the last decade despite increased popularity among new individual sports, such as golf or aerobics/fitness. This may translate into a shift of the basic sports consumer from an active participant role to a passive viewer role. The technological advancement that enables sports fans nationwide and international to view their favorite games/players from thousands of miles away on a variety of channels, such as TV, internet or phone may be one of the explanations behind this trend."
Abstract The paper discusses the demand for sportsmarketing and how the educational system has introduced courses on sports management. The paper examines the products the companies are offering and looks at the competition within the sportsmarketing industry. The paper shows how sportsmarketing helps with the construction of sports facilities, the offering of sports scholarships for the talented children or the sponsorship of various social events.
Outline:
Introduction
Demand and Offer
Importance
Producers and distributors
Sponsorship
Competition
Sport product
Constructions
Conclusions
From the Paper "The promotion of sports has probably never been more important than now, when we feel an intense need for a healthier live style. For-profit organizations have often used sports personalities and events to market their items, some of the most relevant examples in this sense being Nike or PepsiCo. Several campaigns were also indented to reintroduce the population to the pleasures and benefits of sports, sending as such a social message, rather than a simple promotion of their items. These features, alongside with a variety of changes affecting the social, economic, political and technological environments, have lead to the creation of sports marketing."
Abstract The paper emphasizes how the role played by the media in sportsmarketing is one that cannot be undervalued or under-estimated. The paper explains that media roles include advertising products and services for companies who 'sponsor' sports teams or sports celebrities through buying advertising time on the air. The paper discusses how the advent of interactive media has changed the shape of today's sportsmarketing initiatives and has produced a need to reconsider how the effects and effectiveness of marketing communications are measured. The paper is of the opinion that further study is needed in this area of media sportsmarketing.
Outline:
Introduction
Importance of Research
Literature Review
Summary and Conclusion
Recommendations of This Study
From the Paper "According to The 2006 Sports Marketing Handbook the reason that there is so much in terms of money invested in sports programming is because sporting events, and specifically major sporting events: "brings networks stronger affiliates and crates an ideal platform to promote prime-time shows along with the added opportunity to fill many hours of the broadcast week with practical entertainment." (The 2006 Sports Marketing Handbook, 2005).
"Fox reported 133.7 million viewers turning to the channel that the game was playing on during Super Bowl XXXIX, which provided FOX with the largest viewing audience ever. However this total fell 2.5 million short of CBS's 35.7 million in 2004."
Abstract This paper will discuss sportsmarketing in the scope of "SportsMarketing: A Strategic Perspective" by Matthew D. Shank and seek to discover how marketing is a valuable aspect in making sure a team has a good foundation. Shank's marketing theory will be discussed and it will be shown how his theories differ from other authors who have tried other means in making marketing a way to get a sports franchise more popular. The Cleveland Indians will be used as a model for describing the theories.
Abstract This paper examines the industry of sportsmarketing. In particular, the paper explores alternative methods to television promotion for advertising, due to the high costs of this method of sports promotion. The paper concludes that a strong promotional mix that includes telemarketing, print, volunteer work and the Internet should be able to garner as strong a promotional response as television promotions.
Table of Contents:
Introduction
Promotional Tools In General
Alternatives To Television
Conclusion
From the Paper "Another excellent method of promotion for sports organizations on small budgets is volunteer work. If members of the sports organizations sign up for and donate hours to non profit community projects the local news media and print media will pick it up and through the stories told the organization will be promoted free of charge. One organization that often has help through sports organizations is the Habitat for Humanity Organization. This organization builds houses by hand for under-privileged citizens to purchase from the organization at low or no interest loans. If members of sports organizations come out to help with the building of the home the news channels flock to cover the event."
Abstract The paper discusses how a marketer combines the product with positioning, pricing, promotion, and place to achieve his objective. The paper explains that the sportsmarketer must consider every part of the marketing mix and put the satisfaction of the target customer on top of everything else.
Outline:
Introduction
Combining the 5 Ps
From the Paper "Just like any other marketer, the sport marketer is faced with a challenge of presenting the sport products to the customer with the best strategy so as to maximize on sales and create a brand loyalty. In the traditional model, the marketer is more concerned with presenting the product in the right way, at the right or best place, at the best price and takes care of what product to present to what market. Therefore, the marketer is greatly concerned about the mode of combining product with positioning, pricing, promotion, and Place to achieve his objective. By coming up with an effectual marketing strategy, the marketing manager is able to carefully bring together all the 5Ps into a selection of activities that budge a range of customers up the ladder. And this is what any marketer wants to see: a satisfied customer."
Tags: customers, product, position, price, promotion, place
Abstract The paper offers a brief history of Turkey and discusses how it has a diverse population who seem to be interested in sports with a highly effective state supported sports system, both private and public. The paper examines in depth the sports shoes market in Turkey and concludes that currently, it is a promising venture to invest and enter the market in Turkey in this niche. The paper includes graphs, tables and charts.
Outline:
Brief History of Turkey
Sports Enthusiasm in Turkey
Sports Shoes Market in Turkey
Trends and Opportunities
Market Demand
Prospective Buyers
Competition Market Issues and Obstacles Import Tariffs and Taxes on Sports Clothing and Sports Shoes
Taxes and Other Import Fees
Market Entry
Conclusion
From the Paper "Turkey is an internationally recognized center for sports enthusiasm and participation. The interest in sports is culturally bound both historically and as an aspect of Turkey's general international cosmopolitan nature. This is especially true as a result of the modern emphasis on European involvement and a relatively open international but specifically western travel emphasis both to and from the nation. Aspects of western influence, but specifically UK influence are bound in the Turkish culture as a result of years of European and other allied assistance to overthrow what remained of the Ottoman Empire and collectively remove occupying forces from Greece from the nation. Turkey was in fact the only nation that negotiated a treaty with the Allied forces at the close of WWI and became independent of the old established government and encroaching allied powers as well as the short occupation of the nation by Greece."
Abstract The paper explores tariffs on foreign sporting goods and shows how American regulations have proven no obstacle to the careers of international sports stars. The paper looks at Internet commerce in sports merchandise and infrastructure building and then explains how overcoming customs obstacles can be facilitated. The paper reveals that while the world economy may be unstable, high ticket prices indicate that people are often willing to pay 'top dollar' to forget their economic woes.
Outline:
Tariffs
Regulations
Customs
From the Paper "Despite current economic instability, the overall growth trend in the U.S. sports economy has been positive over the course of the past twenty years, and even a shaky economy may prove helpful to some sectors of the sports merchandise trade, as Americans seek to turn from their concerns to recreational fields. "The U.S. Monthly Retail Trade Survey reported sales in sporting goods stores of U.S. $2.3 billion (preliminary) for October 2004, up 9.3 per cent from the US$1.95 billion in October 2003," or "the largest percentage gain the industry has achieved since 1997, when wholesale sales rose 5.2 per cent" ("Sports industries to the U.S," 2008, Austrade). The impact of the declining value of the dollar was and continues to be a boon for international sports commerce in the U.S. Additionally, China has incurred tremendous press coverage (positive and negative) for its hosting of the Olympics, raising the profile of developing nations and traditionally underrepresented sports at which foreigners have excelled."
Abstract This marketing research proposal focuses on the question of how small- market National Hockey League (NHL) teams can increase fan attendance. Its objectives are to determine NHL fan demographics based on different regions, understand what fans want in their NHL experience, why potential fans are not attending NHL games, and where they are spending their entertainment dollars instead. The proposal concludes that is possible for small market NHL teams to increase their fan attendance with the right mix of marketing (promotions, prices, and product) based on the data collected and how the individual teams will use it.
Table of Contents:
Opening
The National Hockey League
SportMarketing Research Company
Research Problem
Research Objectives
Research Design
Research Timelines
Research Budget
Conclusion
From the Paper "How can small market NHL teams increase fan attendance? The research problem should recognize the most specific issue facing an organization and the level of need. Why are small market teams struggling to fill arenas even though the overall interest in the NHL has increased since the lockout? Small market teams face many problems but increasing fan attendance would provide the following benefits: an obvious increase in revenue and return on investment, added value to the franchise, increase the interest in corporate sponsorships and also cause an increase in the external aspects of the team such as team merchandise and television ratings. SMRC will travel and analyze specific data for each of the small market teams in the NHL."
Abstract This is a persuasive paper that tackles the idea that sports has become simply a marketing agent and a business game rather than a sport that promotes competition, values and respect. The author argues that sport has recently been transformed to a commercial mechanism whereby the media promotes ideals of heroes and contribute to the ideals of falsity and corruption. Sports has become a commodity and a marketing tool and a money orientated idea. Includes an analysis of the statement by Tyler Cowen ?we run the danger that commercially successful heroes induce dangerous forms of mimesis and fail to help citizens coordinate around noble ideas.?
From the Paper "Thesis: The marketing of sports has become a business where players make more money marketing the products than playing the game. Sports heroes are then, no longer promoting the ideals of competition and values, rather through the commercialization of the team and player they are contributing falsity to a society already chaotic. "
Tags:sport, monet, comodity, conumer, marketing, business, hero, social
Abstract In this article, the writer examines the viability of a Sport Chek's retail location in the Toronto area. Sport Chek is first examined as a retail operation and then its target market is given some discussion. Finally, the Toronto area demographics are examined with some detail awarded to customer psychographics.
From the Paper "Sport Chek specializes in delivering unequalled customer service in a retail environment that has been tailored to the customer needs and desires rather than to corporate strategies or operational needs. Sport Chek's product mix places it in different product categories within the sports industry which allow it to appeal to a wide customer base. Among its product categories are: apparel, bikes, fitness, footwear, golf, hockey, outerwear, racquet sports, ski, team sports, and snowboard products. Sport Chek is owned by the Forzani Group which is the largest retail sports retailer in Canada with several other retail operations in addition to Sport Chek. While the company does not breakdown earnings by division, Sport Chek's parent corporation, the Forzani Group, reported $1,129,404k in total revenues of 2006. Sport Chek is a recognizable brand in Canada and particularly in the Toronto area."
Abstract This paper discusses the psychological make up of a sports fan and shows that it is much more complicated than its first glance suggests. The payback for being a sports fan includes the feeling of belonging, a better sense of well being, the ability to identify with the success of someone else and the ability to escape stresses in real life. The paper shows that sports fans around the world behave as consumers in both positive and negative ways which lead marketing departments scrambling to put their finger on keeping it profitable. Sports fans of all kinds identify and lock into their sport or team. Through their own actions they continue to drive profits up while relishing the togetherness being a fan affords them. The paper shows that for sportsmarketing departments to increase profits, it is important that they focus on making the group experience a positive one for fans.
From the Paper "Tailgate parties, thematic approaches to office parties and the selling out of merchandise are all examples of the psychological stronghold that being a sports fan holds for the person who becomes one.
Sports fan behavior has been studied since the 1970s (Nelson pg 18).
The social identity theory has long since been attached to sport fan behavior to explain how self esteem and evaluation can be elevated by identifying with the success of someone else. This is because many fans will discuss the athletic wins in the first person including statements such as "We played well" but when it came to losses the fan moves back to third person with statements such as "They lost last week" (Nelson pg 18) This behavior provides an understanding of what draws sports fans to become fans. They feel success through the success of the athletes and can push losses off on the team because they are not on the team themselves."
Abstract An analysis and marketing recommendations on Gatorade's Strategy for International Markets. The analysis and recommendations have been developed based on recent market trends. The writer explains that given Gatorade's undisputed success in the U.S. sports drink market; there is a strong case to invest in expanding its consumer franchise in international markets. The papers shows that such expansion will allow Gatorade to build on its already existing status as the world leader in sports drink, reduce dependence on the U.S. market and lead to strong revenue and profitability increases.
From the Paper "Gatorade's sales, which was acquired by Quaker Oats in 1983, has grown from $100 million in 1984 to over $2 billion worldwide in 2001. The brand commands 85% share of the sports drink category in the U.S.,1 contributing 33% of total sales and growing at an annual double-digit rate, outpacing the ambling general foods industry. Realizing that 80% of its customers were in the U.S. and Canada, Gatorade turned its attention to potentially large and important global markets such as Latin America, Europe and China. 2 Gatorade was launched in Australia, Brazil, Singapore and Mexico in 1994; China, Indonesia, Columbia and the Philippines in 1995; and the Middle East and South Africa in 1996.3 However, given Quaker's relative lack of global resources, Gatorade faces many challenges in international markets.
Objective: The objective of this paper is to evaluate the opportunities and challenges for Gatorade in key international markets and to recommend marketing solutions."
Abstract 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 SportsMarketing
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."
