Sports Marketing: the Basics
Question 1: Major revenue sources for professional leagues or teams: a) overall challenges b) unique challenges
a) Unpredictability: You never know if fans will come to a game and how much (concessions and merchandise) they will consume. There is also unpredictability in companies’ willingness to broadcast, license, or sponsor sporting events.
Success: Although not required, a winning product is critical for generating revenue from fans; gate, concession, and merchandising, and companies; broadcasting, sponsorship, and licensing revenue.
Marketing: all revenue sources are dependent on marketing’s 4 Ps; delivering a quality product at a reasonable price to fans by way of promotion.
Internal aspects: What a sports entity does must fit with organizational objectives, and fan culture, including seeking generating specific revenues.
External aspects: All major revenue streams are dependent on the ability to adapt to the ever-changing world.
b) Gate revenues: There are many franchises that sell out even when performance is poor, while franchises struggle in attendance even when at the top of the standings. How can a great team have poor attendance and vice-versa?
Broadcasting: With the increase in new technology and decline of traditional mediums, how can entities ensure that fans will use traditional media mediums.
Merchandising: with increase in black market items, how to deal with counterfeiting.
Concessions: How to offer traditional staples in a health conscious format?
Internet: How to shift a non-tech fan to use new technologies?
Naming Rights: Fans often feel a disconnect because stadiums are named after non-related companies. How do you get fans to connect teams and companies without giving the impression of selling out to corporate interests?
Question 2: a) key learnings from guest speakers b) key learnings from case assignments
a) Montreal Impact, John Di Terlizzi: The need to use relationship marketing to build brand awareness for the Impact team,
a) Unpredictability: You never know if fans will come to a game and how much (concessions and merchandise) they will consume. There is also unpredictability in companies’ willingness to broadcast, license, or sponsor sporting events.
Success: Although not required, a winning product is critical for generating revenue from fans; gate, concession, and merchandising, and companies; broadcasting, sponsorship, and licensing revenue.
Marketing: all revenue sources are dependent on marketing’s 4 Ps; delivering a quality product at a reasonable price to fans by way of promotion.
Internal aspects: What a sports entity does must fit with organizational objectives, and fan culture, including seeking generating specific revenues.
External aspects: All major revenue streams are dependent on the ability to adapt to the ever-changing world.
b) Gate revenues: There are many franchises that sell out even when performance is poor, while franchises struggle in attendance even when at the top of the standings. How can a great team have poor attendance and vice-versa?
Broadcasting: With the increase in new technology and decline of traditional mediums, how can entities ensure that fans will use traditional media mediums.
Merchandising: with increase in black market items, how to deal with counterfeiting.
Concessions: How to offer traditional staples in a health conscious format?
Internet: How to shift a non-tech fan to use new technologies?
Naming Rights: Fans often feel a disconnect because stadiums are named after non-related companies. How do you get fans to connect teams and companies without giving the impression of selling out to corporate interests?
Question 2: a) key learnings from guest speakers b) key learnings from case assignments
a) Montreal Impact, John Di Terlizzi: The need to use relationship marketing to build brand awareness for the Impact team,