SPORTS MARKETING

There are a variety of opportunities to market within the sports industry. From soft drinks and snacks to checking accounts and investments, sports marketing is both consumer-driven and global in scope. Understanding consumer behavior and motivating target markets to purchase particular goods and services are key aspects in marketing sports. It is an industry that continues to grow and is worth $110 to $225 billion. Sports marketing is virtually everywhere and this trend will continue into the future. Please click on the following web site for a more detailed look at sports marketing: http://www.bus.orst.edu/students/e/eddna307/research.htm

Sports marketing consists of all the activities designed to meet the needs and wants of sport consumers through exchange processes. The two most important parts of sports marketing are the marketing of sports products and services directly to consumers of sports and the marketing of other consumer and industrial products or services through the use of sport promotions. The main problem many sports organizations encounter is that they tend to concentrate more on producing and selling goods and services rather than identifying and satisfying the needs and wants of consumers and their markets. The key step in sports marketing is recognizing that one is dealing with a special product. The following web site will tell you more about this section: http://www.canberra.edu.au/cwis/faculty/AppliedScience/Lectures/952/Unit3576/Lesson1A.html

Ethics in sports marketing focuses on the appropriateness of using sports personalities as role models in marketing to children and teenagers. But there is a growing concern in the trend towards the use of ambush marketing techniques. There is always the issue whether these techniques are ethical, illegal, or a smart business practice. Ambush marketing will continue to increase unless a clear defined decision is made. It appears to be difficult for event owners and sponsors to avoid ambush marketing practices. It is up to the company to "back off a bit" by its own code of ethics or by its view on ambush marketing as unethical or simply good business sense. For more on ambush marketing, visit http://www.cjsm.com/Vol1/doust.html

Ever since national cable television networks, home video recorders and satellite discs have been introduced to the public, ABC, NBC and CBS (also known as the "Big Three") have lost their viewership share. And although fewer viewers tune in to the "Big Three" as well as magazines and newspapers, the cost to advertise has not decreased and has actually outpaced the rate of inflation. That is why sports marketing has become increasingly popular in the 90's. Sponsoring sporting events and teams offers a solution to the rising costs and shrinking audiences. Many companies use sports marketing to increase corporate visibility, target preferred customers or specific regions, gain opportunities in merchandising and sales promotions, and entertain key clients and employees. Visit http://www.f-atlantic.com/whysports99.htm to get more in depth on why companies are using sports marketing to advertise their products and services.

There are many different aspects that tie into sports marketing in order to make it a success. A key ingredient are the people behind it all. The four most powerful people in the sports marketing business include Michael Payne, director of marketing at International Olympic Committee, Nike's Steve Miller, Reebok's Peter Moore, and Falk Associates Management Enterprises' Chairman-CEO David Faulk. These men each work for their respectable companies that use sports marketing as an asset to the success of their companies. Important decision-making can determine the success or failure for companies involved in sports marketing. That is why personnel is such an important part in sports marketing. Feel free to learn more about these men and the success they have brought to their respective companies at the following web site: http://adage.com/news_and_features/special_reports?power50-1995/sports.html