Presentation Transcript
Sports Marketing: Sports Marketing Chapter 15 Overview
Five Points of Entry: Five Points of Entry Leagues / Sports Bodies
(NFL, NBA, MLB, IOC, FIFA, etc.)
Teams
(Jazz, Dodgers, Lakers, Bronco’s, US Skiing,
US Figure Skating, etc.)
Athletes
(Michael and all others)
Five Points of Entry: Five Points of Entry Media Partners
(Radio / TV stations that carry games)
Sports Agencies
Not As Expensive As You Think: Not As Expensive As You Think Armour Hot Dogs
Clemens, Griffey Jr, Sosa, Jeter, Bonds
$50,000 each
2 appearances (2 hours)
Play in a Golf Tournament
One-Day Commercial Shoot
Half-Day Photo Shoot
500 autographs
Olympics (Sports): Olympics (Sports) International Olympic Committee (IOC)
Sport Federations (FIFA, Track & Field)
Governing Bodies
(USOC, Canadian Olympic Committee)
Individual Sports Bodies
(USA Boxing, US Track & Field, US Figure Skating, USA Basketball)
Organizing Committees
(Salt Lake, Athens, Sydney, etc.)
Olympics (Sponsor): Olympics (Sponsor) Worldwide Olympic Sponsors (10)
Country-Specific Sponsors (USA)
Official Suppliers
Organizing Games Sponsor
Olympics (Media): Olympics (Media) Global TV Rights
USA (NBC)
Canada
Europe
South America
Asia
Middle East
Australia
Most Misuse: Most Misuse It’s just another advertising vehicle.
No link to strategy.
Need to justify cost with incremental sales.
In-Stadium Is A Waste: In-Stadium Is A Waste Utah Jazz
Delta Center seats 19,996 for a game.
Assume 95% capacity per game = 18,996 actual people
14,000 season tickets (41 home games)
Assume season ticket holders come to 75% of games.
Total Attendance: 778,844 season attendance
Discreet Individuals Attendance: 362,344 people
$30,000 for a Delta Center Sign
Football Is Even Worse: Football Is Even Worse Football Season Ticket Holders attend about 90% of games.
Lavell Edwards Stadium seats 65,000
Season Tickets (public / students): 53,000
Six Home Games
Total Attendance: 390,000
Discreet Individual Attendance: 156,800
Coke & the Atlanta Olympic Games: Coke & the Atlanta Olympic Games Spent $450 million worldwide
$40 for worldwide sponsor rights
$ 25 million NBC advertising
$ 50 million other TV advertising
$ 18 million Olympic Torch Relay
$ 12 million Coca-Cola Olympic City
$ 15 million “Team / Governing Bodies”
$290 million global activation / promotions (167 countries = about $2 million per country)