Do Now How do you think sport differs from entertainment What is an Industry A group of organizations involved in the producing or handling of the same product or type of service Industries can be further defined by subdivisions ID: 730005
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Slide1
Importance of Sports and Entertainment MarketingSlide2
Do Now
How do you think sport differs from entertainment?Slide3
What is an Industry?
A group of organizations involved in the producing or handling of the same product or type of serviceIndustries can be further defined by subdivisionsSlide4
Examples of Industries
The Music Industry
The Hotel IndustrySubdivisions
Country
Rock
Hip-Hop
R&B
Subdivisions
Full service (resorts)
Limited service
Economy
Extended StaySlide5
Examples of Industries
The Television Industry
The Sports Camp IndustrySubdivisions
Reality TV
Talk Shows
Drama
Sitcom
Subdivisions
Football Camp
Cheerleading Camp
Dance Camp
Basketball CampSlide6
The Sports Industry
Sport:
source of diversion or physical activity engaged in for pleasureSlide7
Entertainment:
any activity which provides a diversion or permits people to amuse themselves in their leisure time
The Entertainment Industry
Examples:
Television
Live Shows
Movies
Music
Books
MagazinesSlide8
How Are They Different?
Sports
Entertainment
Spontaneous/not planned
Unpredictable outcome
Involves competition
Fans support one team
Usually planned with a script or program
Consumers are not motivated by brand or team
Consumers do not remain loyal to a brand Slide9
The Sports and Entertainment Industries
Today these industries are two of the most profitable in the US
Fans spend
BILLIONS
on recreation and related products every yearSlide10
What is Sports Marketing
Applying marketing principles and processes to promote sports productsSports equipment Sports apparel Sports drinks
RG3 Adidas
Under
Armour
- This is How We Run
"Fate"Slide11
What is Sports Marketing
The marketing of non-sports products through association with sports or sports figures
Papa John's and the NFL
Hanes
- Sports and Entertainment
Head and Shoulders
Gillette -
LochteSlide12
Sample Sports Marketing AdsSlide13
What is Entertainment Marketing?
Marketing of entertainment products or using entertainment to attract customers
BK ADSlide14
Dr. Pepper/ Iron ManSlide15
Growth of the Sports Industry
The sports industry generates about $
200 billion
a year
Growth is measured in…..
1. Event Attendance Figures
2. Media Coverage
(
ESPN, Golf Channel, NFL Network)
3. Employment Figures
(
4.5 million jobs and growing)
4. Global Market Expansion Slide16
Growth of the Entertainment Industry
In
2011 the film industry grossed
$10.6 BILLION
The largest grossing movies were
“The Avengers"
($617
million)
“The Hunger Games"
($407
million)
“Dark Knight Rises"
($359
million)Slide17
Trends in Sports and Entertainment
3D movies (Piranha 3D, Toy Story 3, Avatar)
Midnight releases (Twilight Saga)The use of social networks (Twitter, Facebook
)Slide18
Economic Concepts and Their Impact on the IndustrySlide19
CompetitionThe struggle among companies for scarce customer dollars
Based on the theory that only the strong will surviveThose organizations with the best products at the best price will stay in businessSlide20
Types of Competition
Price Competition: when a business uses the price of their product to compete in the marketplace
Non-Price Competition: when a business uses other product features (such as quality, image or service) to compete in the marketplaceSlide21
Economic ResourcesAll of the things used in the production of a good or service
Land – anything from the earth or sea
Labor – the people who work to produce the good or service
Capitol
– the money, buildings, hardware, tools, etc. used in productionSlide22
Factors that influence demand for a Sports or Entertainment event
Price of the ticketsHow often the event takes place
How much promotion is used People involved in event (key players or performers)Slide23
Assignment
Situation: You are to assume the role of director for an amateur tennis tournament. Because of the tournament’s size, two different tennis clubs and several hotels within your town must be used. The town mayor is unsure about presenting this project to the town council
Activity: Convince the town mayor to support hosting your eventEvaluation: You will be graded on how effectively you cover the following topics:
Explain the economic impact of sports and entertainment events on a community/area
Describe factors that influence the demand for services
Explain the concept of competition
Explain the concept of economic resources
Describe trends in sports and entertainment marketing