The purpose of this paper is to show how sports events contribute to a citys or a countrys marketing and branding strategies. It helps them raise revenue through sponsorship or investment. The marketing plan is designed to offer people a precise blueprint for the marketing of a sports plan. John douvis, department of sport management, university of peloponnese sparta, greece abstract despite their growth and magnitude, several professional sport leagues have been concerned over time with the problem of decrease in the general interest. Sport sponsorship is a powerful and impactful marketing technique. What makes fans attend professional sporting events. Sport, event, and tourism management set sport, event and tourism management. The importance of communication in sports marketing your. Purpose sports marketing is a dynamic subject area linking academic research, marketing practitioners and public policy planners. This can be especially effective when a major sporting event is. Sport marketing, especially sponsorship is of great importance since it is a part of a promotional mix that supports the interest of the company by.
It is less about using a particular strategy and more about using sports to help the marketing efforts. The highest level of support exclusive opportunity for naming rights your name little italy festa. Intentional great destination parks operate from a business approach and this is the first business plan for sports parks in the system. It encompasses a wide variety of disciplines, which in turn requires a lot of work across multiple teams within an organization. Frank supovitz is the author of the sports event management and marketing playbook, 2nd edition, published by wiley. Creating brand awareness through event marketing the offfield competition of sportswear companies in the olympics. Su event marketing plan template simpson university. While sports in india has usually been a governmentled initiative, the private sector has historically participated through corporate social responsibility channels, ppp in sports infrastructure development and for. Creating brand awareness through event marketing the offfield competition of sportswear companies in the olympics authors. Sponsors can also run promotional campaigns to popularise the event before the day.
The linking of the glory of sport and the honour of teams for merly country is an important social and cultural aspect of the ath lete oath. This is the essence of sports develop ment and the role events play is clearly significant in putting both the participants and the event as a whole in the shop window. The event marketing plan comes up along with the excellent facts. Pdf the role of sport events in destination marketing. Strategic sport marketing is an approach to sport marketing where organizations engage in careful planning prior to implementing marketing activities designed to meet organizational goals shank, 2009. Nfl challenge group logo quiz most popular sport nfl logo marketing intro video marketing mix activity mcdonalds segmentation marketing functions activity target market activity market research activity. Since then, cse has grown into one of the strongest marketing organizations not only in. Aside from the digital revolution, the rapid rise in the importance, influence and value of female fans has been one of the most distinctive shifts in the sports marketing landscape in the last. Name and logo will appear on all materials at event and anytime festa is in print or online name and logo on all media and marketing materials, 2,500 fliers, 150 full. The significance of sponsorship as a marketing tool in sport events supervisor arcada. Welcome to your guide to event marketing in 2020 and beyond. Women and sport today paul smith founder and ceo, repucom women and sport explores the rise in the importance of both female athletes and female fans. You produce text as per the suggestions under the heading content. For example, a simple sports event will always need sponsors in terms of providing funds and sports materials for it to push through.
Sports sponsorship is a marketing tool that is frequently used by companies to reach a wide audience on a global basis so as to. The handson sport event marketing template is a unique and resultsdriven tool tool a tool which has proved its worth in the past. In connection with the digital possibilities, enormous opportunities arise for global players as well as. You keep the text under the heading sample and customize it for your event. There is a need to explore sport marketing and show how it uses marketing concepts to achieve business success. The global sports market, comprising of infrastructure, events, training and manufacturing and retail of sports goods is estimated at inr37. Philosophy, methods and research in sports marketing. Communication in sports marketing helps sports organizers attract participants and spectators to their sport or their venue. You delete what you do not need for your event 2nd. Marketers directly promote sport in countless ways, such as through tra ditional media commercials, onsite giveaways, and event marketing.
A tool that outlines all the marketing elements a tool that helps you answer all the questions you have about marketing challenges. There are many forms of event marketing and each can be. In this event marketing guide, we reveal the strategies we used to promote our first conference and outline how you can use these techniques for your event. In times of advertising message overloads, sport offers something extremely valuable. Pretest ppt 1 marketing basics, target market, market research coca cola sports marketing vocab quiz test. The template contains a complete market analysis, summaries of target markets, the detailed milestones table, and other relevant discussions. Advances in sport management research what makes fans attend professional sporting events. This special issue of marketing intelligence and planning focusses on the dynamics of sports marketing by including a number of articles on this topic.
Sport marketing is the specific application of marketing principles and processes to sport products and to the marketing of nonsports products through association with sport. Discover best practices for selling out your event, leveraging event data, aligning with the rest of your organization and more. It carefully explains various terminologies related to event management and marketing. Developing a strategic al deangelis sport marketing plan. Sports marketing is about promoting sports in general and promoting other products through sports. The significance of sponsorship as a marketing tool in. Tips be precisebe action drivenbe relevant to your main event objective examples sell 35% more tickets than last year. The event will be presented to you through your reading of these instructions, including the performance indicators and event situation.
Typical sponsors are actually very good at creating a buzz around events and promoting their own brand. Safe, clean, and fun this principle is being executed for the most part. The main goal of this partnership depends on the party of the equation sponsor. Analysis and discussion of events, issues, and trends affecting management and marketing in the sport, event or tourism industries. The importance of communication in sports marketing. A strategic emarketing framework for sport megaevents. The sports event management and marketing playbook. Event marketing is the promotion of a product, brand, or service through inperson interactions. This particular style of marketing is less about using a single strategy and more about using the content of sports to assist marketing efforts. Sport event marketing semester 2, 2014 2015 coordinator lionel maltese professors lionel maltese office room 3a telephone 04 91 82 78 00 email lionel. The sports event golden ruleunderstanding stakeholders objectives uso 6.
Soccer is the official governing body of the sport of soccer in the united states. It consists of the association between a company sponsor and a sport club or event sponsee. Sports marketing is not only about using your advertising sponsors during sports events. A spectator perspective find, read and cite all the. Marketing in e vent management year 20 pages 40 the primary aim of the thesis is find out the importance of marketing in e vent management. Tanalysiswhatarethestrengths,weaknesses,opportunitiesandthreats s. Sports and entertainment marketing, january 2016, page 2 of 4 core standard 2 students evaluate business risks in the sports event industry to reduce risks negative impact on a business. In order to achieve this purpose, the thesis describes and explains companies objectives with sport sponsorship, the threats being encountered by its usage and the reasons why companies decide to sponsor.
The sports event management and marketing playbook, 2nd. Current trends in sports event management and marketing 8. Pdf on sep 7, 2011, guillaume bodet and others published experiential marketing and sporting events. Communication in sports marketing is important at many levels, including. Sports marketing uses sports, in any form, to help sell goods and services. It was established in 1971, ran until 2000, but then was revived in 2007 as the national voice of physical activity and sport. This is not limited to professional sports, and may include college athletics, minor leagues, or alternative sports. For its part, sponsorship or commercial use of a sports brand is the strategy that clubs, sports organizations, and even athletes use to get funding and resources for their development. Accounting and budgeting 2 if an event promoter scheduled a major concert at a location the consumers considered to be. The sport event marketing template is a simple and effective working document it gives you a structure with a proposed text. Marketing kenosha campus sports and event marketing certificate 90 104 7 15 credits x this is a gateway technical college certificate designed for the growing field of sports and event marketing. A field study with consumers participating in different types of events indicates that event attendance increases brand equity and that brand experience is the most important mediator. Play 1 defining and developing objectives, strategies, and tactics 11.
1543 1123 122 888 956 1209 465 914 1405 796 1532 1329 218 648 816 422 217 7 737 779 1305 38 1503 533 195 1051 1184 349 593 1168 267 300 940 18 1456 479 473 1434 848 660 347 163