Preview

Sports Marketing

Good Essays
Open Document
Open Document
353 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Sports Marketing
Sports related Sponsorship & Advertising in EU

Research issue to be examined:
How Sports marketing (sponsorship) contributes positively to marketing communications performance? Analysing the effects of advertising type and antecedents on attitude towards advertising in sport.
Justification:
Sponsorship can be used to increase awareness and esteem, to build the brand identification, to enhance the brand’s positioning and sales, and to circumvent advertising restrictions in some countries. Examples of global sponsorship are the Olympics, the World Cup in Soccer, the Grand Prix, and the Tour de France. An example of regional sponsorship event is the Indian Hockey League (IHL).
There are three objectives to sport marketing: selling sport as entertainment, “motivate people to engage in sport activities,” and use sports to advertise the sale of products related or not related to sports. Sport marketing is a subdivision of marketing which focuses both on the promotion of sports events and teams as well as the promotion of other products and services through sporting events and sports teams.
The effectiveness of sponsorship varies across geographic regions and should be taken into consideration when planning programs in individual countries. Expenditures on sponsorship are rising and expected to continue to do so.
In this research paper, I shall cover following points: * What is Sponsorship? * What is its role in marketing communications? * How is the correct sponsorship programme selected? * How must it be implemented and subsequently evaluated? * How sponsorship contributes positively to marketing communications performance? * What is happening now in the sponsorship market? * What developments are likely in the future? * What are the effects of advertising type and antecedents on attitude towards advertising in sport? * Celebrity endorsements for sporting events
I shall cover these points with regard to sports


References: * International Journal of Sports Marketing & Sponsorship * Sports Marketing and the Psychology of Marketing Communication by Lynn R. Kahle, Chris Riley * Strategic Sport Marketing by Shayne Quick, David Shilbury, Hans Westerbeek * http://www.imrpublications.com/ - Sports marketing and sponsorship intelligence * Sports Management and Administration (Chap. 11 "Marketing") by David C. Watt * http://www.sportsbusinessdaily.com/Journal.aspx
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Good Essays

    Botton Village: Case Study
    • 984 Words
    • 4 Pages

    Botton Village: Case Study

    Speed, R., & Thompson, P. (2000). Determinants of sports sponsorship response, Academy of Marketing Science, 28(2), 226.…

    • 984 Words
    • 4 Pages
    Good Essays
    Read More
  • Satisfactory Essays

    Sports Industry: Sponsorship
    • 1324 Words
    • 6 Pages

    Sports Industry: Sponsorship

    3. The most successful sport organizations in attracting and retaining sponsorship partners are those that do all of the following except:…

    • 1324 Words
    • 6 Pages
    Satisfactory Essays
    Read More
  • Better Essays

    Athenos Hummus
    • 1772 Words
    • 8 Pages

    Athenos Hummus

    Fullerton (2010). Marketing through Sports Using Mainstream Strategies. (pp.60-91). International Edition. Sports Marketing. New York, NY: McGraw Hill.…

    • 1772 Words
    • 8 Pages
    Better Essays
    Read More
  • Good Essays

    Prudential Center Advertising Analysis
    • 1350 Words
    • 6 Pages

    Prudential Center Advertising Analysis

    On one hand, the staggering popularity of sport is due, to no small extent, to the enormous amount of attention provided it by the mass media. On the other hand, the media are able to generate enormous sales in both circulation and advertising based upon their extensive treatment of sport.” The amount of advertising in sport has become very extreme. In almost every aspect of a sport you can find some form of advertising or media being exposed. The players, the coaches, the memorabilia stores, the stadiums, the teams and especially the commercials during televised games, all include media or advertising in some…

    • 1350 Words
    • 6 Pages
    Good Essays
    Read More
  • Satisfactory Essays

    Mkt452 Quiz Answers
    • 2155 Words
    • 9 Pages

    Mkt452 Quiz Answers

    | According to the text, for sports marketers engaged in the strategic sports marketing process, two common goals are attracting more fans and keeping them. Benefit segmentation lies at the heart of these two objectives.Answer…

    • 2155 Words
    • 9 Pages
    Satisfactory Essays
    Read More
  • Powerful Essays

    Book Review of the Olympic Games Effect
    • 2737 Words
    • 11 Pages

    Book Review of the Olympic Games Effect

    The book: The Olympic Games Effect wrote by John A. Davis, is mainly discussing about the sport market, especially the Olympic market. The book made a key contribution to learning the economics of the Olympics, marketing of the Olympics. It is really help marketers to understand how brands promote in such a huge event.…

    • 2737 Words
    • 11 Pages
    Powerful Essays
    Read More
  • Good Essays

    Sports and Entertainment Marketing
    • 651 Words
    • 3 Pages

    Sports and Entertainment Marketing

    Many advertisers take on the role of sponsoring sporting events or teams to bolster popularity and gain recognition through the team or event. Sport marketing urges memberships, sales, and recognition. These factors represent the biggest benefits for the companies, the athletes, the associations, the leagues, and sport event managers. Well thought out, effective marketing helps to understand the customer and the marketplace. Also, informed marketing decisions help increase status and importance in people's lives, sport is considered a profitable and sustainable marketing source. At large sporting events, sponsors like to take advantage of the large crowd to advertise products (handout products, freebies, contests, etc.) because more people will be able to see it. Therefore this is significant because not only is it a simple way to announce a product but it is also efficient due to the amount of people who would see it at a large event. “Another example of sports marketing through sponsorships, is the renovation of the contract between Adidas and the Mexican Football Federation (FMF). In August of this year the CEO of Adidas Herbert Hainer in companion of the president of the FMF, Justino Compeán announced the renewal of the contract in order to permit Adidas to continue producing and designing the uniform of the Mexican teams until 2018. This is an example of sports marketing because as it was define, sports marketing is a marketing strategy in which companies related to sports products or services promote their trademark through design, production or other resources. In this case Adidas, which is completely related to sports, is the company that is using sports marketing as a strategy, by designing the uniforms of the football team and as a consequence its trademark is being promoted every time there is a game.” (Wikipedia, Sports Marketing)…

    • 651 Words
    • 3 Pages
    Good Essays
    Read More
  • Good Essays

    sports management
    • 661 Words
    • 2 Pages

    sports management

    Instead of a salary cap, Major League Baseball implements a luxury tax (also called a competitive balance tax), an arrangement in which teams whose total payroll exceeds a certain figure (determined annually) are taxed on the excess amount in order to discourage large market teams from having a substantially higher payroll than the rest of the league. The tax is paid to the league, which then puts the money into its industry-growth fund. A team that goes over the luxury tax cap for the first time in a five-year period pays a penalty of 22.5% of the amount they were over the cap, second-time violators pay a 30% penalty, and teams that exceed the limit three or more times pay a 50% penalty from 2013 onwards. There is also an incentive to lower payroll; if in any year a team goes under the threshold, the penalty rate decreases to 17.5%, 25% or 40% (depending on prior record over the previous five years) for the next time the tax is paid, which will apply from 2013.The cap limit for 2011-2013 is $178 million, and for 2014-2016 $189 million.…

    • 661 Words
    • 2 Pages
    Good Essays
    Read More
  • Good Essays

    Sports Marketing Case Study
    • 517 Words
    • 3 Pages

    Sports Marketing Case Study

    Linda McLaughlin is the marketing director for Northern University Intercollegiate Athletics and is facing the challenge to build a marketing plan with the target to increase the number of fans watching the university football games.…

    • 517 Words
    • 3 Pages
    Good Essays
    Read More
  • Satisfactory Essays

    Does Sports Marketing Work?
    • 578 Words
    • 2 Pages

    Does Sports Marketing Work?

    This research paper explores the synergy between sports marketing companies and brands and how companies can measure the effectiveness of sports marketing. It focuses primarily on business to business marketing. “Exploring the business-to-consumer and business-to-business measurement strategies, as well as giving a few pointers on how to bring some of this measurement in-house is the objective.” (Horowitz, 42).…

    • 578 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Better Essays

    Sports Marketing Strategies
    • 1328 Words
    • 6 Pages

    Sports Marketing Strategies

    A sport marketing manager works for a sports marketing firm or for a sports organization directly. The primary role of the specialist is to think outside of the box in an effort to choose the right marketing tactics to promote specific sporting events and teams or even to promote products and services that are sold in retail stores or arenas. The sports organizations will use a good mix of both traditional and online marketing techniques to reach a target audience and increase merchandise and ticket sales. It will be the marketing manager job to research markets, determine the barriers and choose the appropriate channels for marketing that will keep costs down and generate revenue.…

    • 1328 Words
    • 6 Pages
    Better Essays
    Read More
  • Good Essays

    Sports Management
    • 1477 Words
    • 6 Pages

    Sports Management

    The four-year sport marketing and management program leads to the degree, Bachelor of Science in Kinesiology, with course work taken in conjunction with the Kelly School of Business. Students admitted to this program are selected from a pool of applicants. Admission to the program is limited. Graduation requirements include:…

    • 1477 Words
    • 6 Pages
    Good Essays
    Read More
  • Satisfactory Essays

    Sports Media
    • 416 Words
    • 2 Pages

    Sports Media

    Internship Analysis of the Structure of Your Organization -- For SLU POLS and WSTD Internships…

    • 416 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Good Essays

    Sports Marketing
    • 435 Words
    • 2 Pages

    Sports Marketing

    The business of sports is one of the fastest growing industries in the world. All over the globe, many people participate as players and spectators in a variety of sporting activities, creating opportunities for the marketing of a company's goods and services. An important part of the business of sports is sports marketing, which revolves around understanding consumer behaviour and motivating target markets to purchase goods and services. Sports marketing is simply any sales or publicity-related activity associated with an organised sporting event (or events), its personalities, or the celebrity lifestyle of its participants. There are two components of sports marketing; the marketing of sport and marketing through sports. Marketing of sport consists of the actual marketing of a particular sport such as rugby league or basketball. This includes, but is not limited to, signage, endorsements, print media, broadcast media, billboards, and news media. Examples of marketing through endorsements are Michael Jordan wearing Nike shoes or ex-rugby league player turned commentator Peter "Sterlo" Sterling on the Blue Haven Pool commercials. Any type of media that mentions a team or athletic organisations is an example of marketing through the use of media.…

    • 435 Words
    • 2 Pages
    Good Essays
    Read More
  • Good Essays

    Advertisement Manipulation
    • 952 Words
    • 4 Pages

    Advertisement Manipulation

    Advertisements are located everywhere. No one can go anywhere without seeing at least one advertisement. These ads, as they are called, are an essential part of every type of media. They are placed in television, radio, magazines, and can even be seen on billboards by the roadside. Advertisements allow media to be sold at a cheaper price, and sometimes even free, to the consumer. Advertisers pay media companies to place their ads into the media. Therefore, the media companies make their money off of ads, and the consumer can view this material for a significantly less price than the material would be without the ads. Advertisers ' main purpose is to influence the consumer to purchase their product. This particular ad, located in Sport magazine, attracts the outer-directed emulators. The people that typically fit into this category of consumers are people that buy items to fit in or to impress people. Sometimes ads can be misleading in ways that confuse the consumer to purchase the product for reasons other than the actual product was designed for. Advertisers influence consumers by alluding the consumer into buying this product over a generic product that could perform the same task, directing the advertisement towards a certain audience, and developing the ad where it is visually attractive.…

    • 952 Words
    • 4 Pages
    Good Essays
    Read More

Related Topics