Sports and Entertainment Marketing 1a: Introduction (2022)

Unit 1: The Big Ideas of Sports and Entertainment Marketing

Adding the words “sports” and “entertainment” in front of the word “marketing” makes the topic of marketing seem much more exciting, doesn’t it? Well, that’s because it is! If you’re taking this course, then you too are probably drawn to sports, entertainment, or both. Maybe you’re an athlete. Or maybe you’re a sports fan. Or maybe you love going to concerts or going to the theater. Whatever drives your interest, this course will help you understand why the Sports and Entertainment industry generates more than a trillion dollars in global business every year—and it’s only growing. That’s why it’s critical for organizations to market their goods and services effectively to the people who will ultimately purchase what they are offering. After all, customers want what the industry is selling, and there’s a lot of money to be made in this industry!

What will you learn in this unit?

  • Identify the structure of the sports and entertainment industry
  • Define and distinguish between marketing, sports marketing, and entertainment marketing
  • Connect historical developments to both current and future trends in sports and entertainment marketing
  • Explain how target market, market segmentation, and the marketing mix relates to and impacts consumer purchasing decisions

Unit 2: Product and Service Central

After completing the last unit, competitions, athletes, spectators, and fans should be fresh on your mind. And so should half-time shows, in-game entertainment, partners, and sponsors. By now, you’ve had a solid introduction to these concepts and how they all play into sports and entertainment marketing. But marketers themselves must consider all these shifting components (and more!) in order to promote and sell just one successful sports and entertainment product. Is that even possible with so many different factors involved? Yes, it is. It’s not easy by any means, and it’s certainly more challenging than marketing a traditional product—but it is possible. In this unit, we’ll see how marketers are able to do this.

(Video) SPORTS & ENTERTAINMENT MARKETING - Marketing Concepts & Marketing Management Orientations

What will you learn in this unit?

  • Identify all the variables in a sports and entertainment product
  • Recognize the importance of branding and its impact on service quality
  • Define the stages of a product life cycle
  • Determine why some new products fail or succeed

Unit 3: The ABCs of Business Communications

Communications for public and media relations is about building relationships. But that’s just the beginning. You’ll need to provide important information to the people in those relationships so they can share that information to the public to promote your product. More importantly, the person responsible for public relations within an organization must be able to reach these intermediary groups in unique and meaningful ways. That’s why a skillful public relations expert must be an effective communicator—someone who’s able to produce materials that contain up-to-date, accurate, and reliable information in clear, concise, and interesting ways.

What will you learn in this unit?

  • Determine the strategies for communicating information through promotional presentations
  • Describe public relations and publicity, and review how a company builds goodwill and public awareness through community relations
  • Identify elements of a press release, a press kit, and a press conference
  • Define media relations, and examine the unique partnership media partners have with the sports and entertainment industry

Unit 4: Principles of Promotion

Promotion is a word that’s frequently used in sports and entertainment marketing. Organizations deploy many promotional strategies to engage and excite the customer, and each strategy presents a different purpose where marketing is concerned. Each strategy, at its core, is all about communication. It takes a savvy marketing team to determine which strategy, or which combination of strategies, will be optimal to use in any given situation. This unit will delve into each of these approaches as we focus on the kinds of events that occur in the sports and entertainment industry.

What will you learn in this unit?

  • Define each element of the promotional mix
  • Compare different promotional strategies for different events
  • Determine the design elements of effective promotions
  • Identify and describe how digital marketing impacts the fan experience
(Video) Sports Marketing Unit 1 Module 1.1 Introduction

Unit 5: Money and Marketing

This unit will have you exploring the retail side of the sports and entertainment industry, focusing on the sporting goods sector. We’ll be examining both the identity of the customers and the changes in how sporting goods are sold. But with that knowledge comes the need for understanding when to raise and lower prices, as well as when to offer promotions to increase company revenue. As you continue through the unit, you will be introduced to the ways that sports and entertainment events contribute to both tourism and the economy.

What will you learn in this unit?

  • Understand challenges that retailers face in a free-enterprise system
  • Review approaches and methods used to understand and sell to the retail sporting goods consumer
  • Complete sales and payroll-related transactions by analyzing pricing techniques and payment strategies used in retail marketing
  • Examine how sports and entertainment events contribute to tourism and impact the economy

Unit 6: Career Investigation and Planning

(Video) Why Sports and Entertainment Marketing?

By now you’ve been introduced to many functional tasks facing the sports and entertainment marketer. Have any of these areas appealed to you enough for you to pursue a potential career in this line of work? Whether you’re leaning toward a career in sports and entertainment or in another field altogether, this unit will help you set goals and know where to research jobs so that you can be prepared for an exciting career ahead—no matter where you go.

What will you learn in this unit?

  • Recognize different sports and entertainment marketing career paths
  • Develop a plan of action for researching potential career paths
  • Identify available resources to search for potential job leads
  • Determine the essential elements of a career portfolio

Unit 7: Entrepreneurship 101

Owning your own business takes passion, commitment, and resilience. Every business owner face challenges, but those who learn to operate efficiently can also reap the rewards that come with owning a business. In this unit, you’ll learn how to capitalize on changing market trends in the sports and entertainment industry. Identifying these trends will help you in determining where to find fresh opportunities for potential new business ventures. Once you’ve discovered how to spot promising opportunities in a particular market, you will then learn what it takes to be your own boss as well as the steps you’ll need to take to get your business venture going.

What will you learn in this unit?

  • Identify the characteristics of successful entrepreneurs
  • Define and compare different types of business ownership
  • Research market opportunities in the sports and entertainment industry
  • Establish the base components of a successful business plan

Unit 8: The Big Picture of Business

In this final unit of the course, you will begin pulling together everything you’ve learned up to this point so that you can develop your own personal business plan of action. The plan you craft should clearly reflect both your short-term and long-term business goals. Your plan will also need to communicate the incentives that your business opportunity offers so that you can generate the interest you will need for potential investors and stakeholders to fund your venture. An effective business plan will present readers with an accurate depiction of the present state of the business, where you intend to take the business moving forward, and how you will manage to achieve your business growth. It should provide enough detail to direct your efforts, but it also needs to be flexible and fluid enough to incorporate new opportunities and to face unforeseen challenges. Think of it as a revisable roadmap you can employ to chart your future path to business success.

What will you learn in this unit?

  • Identify the fundamental functions of a business
  • Explain how supporting roles contribute to fundamental business functions
  • Interpret the two financial statements legally required of all businesses
(Video) Sports and Entertainment Marketing

Required Materials

Physical

  • Audio recording device
  • Video recording device

Software

(Video) Sports and Entertainment Marketing Intro

  • Presentation software
  • Word processing software
  • Spreadsheet software

Optional

  • Timeline creation software
  • Image editing software

FAQs

What is sports and entertainment marketing all about? ›

Sports and Entertainment Marketing is a specialized marketing course that develops student understanding of the sport/event industries, their economic impact, and products; distribution systems and strategies; pricing considerations; product/service management, and promotion.

What are some examples of sports and entertainment marketing? ›

Sports and entertainment marketing also covers the marketing and promotion of live sporting events. Super bowl ads, stadium ads, and athletes' endorsements are some of the most common examples of marketing we see daily when watching sporting events.

What are the 3 types of sports marketing? ›

To simply put it, there are types of sports marketing: Marketing sports as a product, marketing through the promotion of sports, and grassroots marketing. There are many ways people consume sports, hence, sports marketing can take on many forms.

What is the importance of marketing to the sports and entertainment industry? ›

Marketing in sports organizations plays a vital role in tackling the competition by not only deciding which feature will sell but also planning strategies on how to portray it better than the other players. Customers are more informed as they were a few years ago.

What are key skills in sports marketing? ›

These are five of the most vital competencies you can cultivate to pursue a successful career in the business of sports:
  • Writing and Communication. ...
  • Analytical Mindset. ...
  • Time and Task Management. ...
  • Scope and Perspective. ...
  • Flexibility and Creativity.
4 Feb 2021

What is the purpose of entertainment marketing? ›

Well-executed entertainment marketing will generate brand awareness and in turn monetize that interest. Indeed, like marketing in general, entertainment marketing aims to drive revenue, for instance by inspiring the purchase of a pizza brand featured in a film.

What are the 5 types of media used to promote sports? ›

Press – newspapers – local, national, daily, weekly; magazines – general, specialist; books – technical, biographies, novels. Films – cinema, television, DVD and online. Internet – websites, blogs, video channels, live streaming, online sports channels. Social media – Facebook, Twitter, Instagram, Snapchat, Flickr.

What are the 4 P's of sports marketing? ›

The four P's are product, price, place, and promotion. Each sports organization is going to utilize a different combination of these four P's. They'll each have a different product, a different price, a different place, and different promotions to attract any given target segment.

What are the three main elements of sports and entertainment marketing? ›

Includes three major components: the internal contingencies, the external contingencies, and the strategic sports marketing process.

What is sports marketing PDF? ›

„Sport marketing is a social and managerial process by which the sport manager seeks to obtain what sporting. organisations need and want through creating and exchanging products and values with others“ Van Heerden (2001, p.93)

Is sports marketing a good field? ›

A career in Sports Marketing is excellent for people who want a job that involves both business skills and their love of sports. Luckily, the sports industry relies heavily on marketing and corporate sponsors to generate revenue, so there are many different kinds of jobs available for sports-minded people.

What is the biggest advantage of sports marketing? ›

Attributes of Professional Athletes

The biggest advantage of sports marketing is that it allows marketers to piggyback on the popularity and devotion many fans feel towards their favorite teams and athletes.

When and how did sports and entertainment marketing first develop? ›

Sports marketing can date all the way back to the 1870's when tobacco companies started putting famous baseball players on their cards.

How do you write a sports marketing plan? ›

Agree on Goals

Any sports marketing plan has to start with the organization's big-picture outlook. Start with your mission statement, your objectives and your short- and long-term goals. Make sure you always have those close at hand and that everyone involved in writing your marketing plan does the same.

How do you market a sports event? ›

Best practices for marketing a sports event
  1. Social media. Few marketing tools are more effective than social media — as long as you keep your event goals and target audience in mind. ...
  2. Email marketing. Online tools other than social media can help you market your sports event. ...
  3. Websites. ...
  4. Offline marketing in a digital world.
14 Jan 2022

What do sports marketers make? ›

Salary Ranges for Sports Marketers

The salaries of Sports Marketers in the US range from $33,530 to $187,200 , with a median salary of $128,750 . The middle 50% of Sports Marketers makes $120,460, with the top 83% making $187,200.

What are the types of entertainment? ›

Types of entertainment
  • Amusement parks.
  • Art exhibits.
  • Fairs.
  • Festivals.
  • Museums.
  • Trade shows.
  • Traveling carnivals.
  • Travelling exhibition.

How is entertainment important? ›

Entertaining activities can refresh your mind and preserve your mental health as well as emotional well-being. It will bring happiness into your life. Some of these activities may even bring you closer to your friends and family members. Therefore, entertainment can be beneficial in many ways.

How do you promote entertainment? ›

10 Social Media Marketing Tips for Entertainment Brands
  1. Post Lots of Different Content. ...
  2. Engage Your Audience. ...
  3. Go Behind the Scenes. ...
  4. Post Content Featuring Your Cast. ...
  5. Look to Similar Projects for Inspiration. ...
  6. Cross-Post Your Content. ...
  7. YouTube: Utilize YouTube Ads. ...
  8. Run Facebook Ad Campaigns Throughout Production.
27 Nov 2019

What is role of media in sports? ›

The media sets up story lines around the sporting event and the individuals involved. They work to script the event so as to excite. They provide pre-event discussion and analysis. The viewer's appetite is heightened.

How do sports affect society? ›

Sports also plays a crucial role in uplifting a nation's economy. The world of sports plays a significant role in building a healthier society by bringing people from all walks of life together. Sports play a crucial in influencing people's lives as it helps in promoting a culture of fitness.

Why is social media important in sports? ›

Social Media Marketing Tips for Professional Athletes

Good topics for athletes' social media feeds encourage fans to support them and promote the team's goals and events. ViaSport, an organization that promotes inclusion and participation in all sports, describes how social media can benefit athletes at all levels.

What is good marketing strategy? ›

What makes a good marketing strategy? Knowing your target customer, taking an integrated approach to your campaigns, knowing and communicating your USP, focusing on your customer's problems and above all, committing.

What is the marketing plan? ›

A marketing plan is the advertising strategy that a business will implement to sell its product or service. The marketing plan will help determine who the target market is, how best to reach them, at what price point the product or service should be sold, and how the company will measure its efforts.

What is a sport product? ›

Abstract. In the economic sense, the term of sport product describes the sport good or service, offered to the consumer in order to satisfy his need for sport, be it spectator, viewer, active participant or sponsor.

What are two ways of looking at entertainment marketing? ›

Entertainment marketing will be discussed in two ways. First, entertain- ment will be looked at as a product to be marketed. Second, marketing will be examined in light of how it uses entertainment to attract attention to other products.

How do you market a sports team? ›

10 Effective Marketing Ideas for Sports Teams
  1. Use Social Media. ...
  2. Create a newsletter. ...
  3. Develop a website. ...
  4. Create a raffle. ...
  5. Sell club merchandise. ...
  6. Hand out flyers. ...
  7. Advertise on TV or radio. ...
  8. Tell your friends.
27 Jun 2017

What is the primary focus of marketing? ›

In fact, the fundamental purpose of marketing is to attract consumers to your brand through messaging.

What is the core sport product? ›

The core product at a sporting event refers to the entertainment of competition based on the uncertainty of the game outcome, or to physical goods/services associated with the excitement of the sporting event, or to both.

What is the nature of the sports industry? ›

Sport industry is an industry in which people, activities, business, and organizations are involved in producing, facilitating, promoting, or organizing any activity, experience, or business enterprise focused on sports.

What is the difference between a sport product and a sport service? ›

In contrast with sports products, sports services are intangible products. Ten areas of service quality are: Tangibles. Reliability.

Is a sports marketing degree hard? ›

The general consensus is that sports management is a fairly easy major. This is especially true for degree-seeking students who are passionate about the sports industry as well as its business aspects. However, just like other majors, some general education (gen ed) courses can be challenging for some individuals.

What are the three top skills needed in marketing careers? ›

Top Marketing Soft Skills
  • Communication. At its core, marketing is about communicating to an audience, so it's no surprise that communication is the top skill those in the field need to have! ...
  • Creativity and Problem-Solving. ...
  • Attention to Detail. ...
  • Interpersonal Skills. ...
  • Leadership. ...
  • Adaptability. ...
  • Writing. ...
  • Data Analysis & Analytics.

How many people are employed in sports marketing? ›

In May 2019, the Bureau of Labor Statistics counted 678,500 U.S. jobs for marketing specialists. An additional 240,440 marketing management jobs were available nationwide. The spectator sports industry had 144,230 professionals in total. Of them, about 3,080 were focused on sports marketing.

Who is the target market for sports? ›

The target market for sportswear is broad and includes everyone – boys, girls, men, women, young and the elderly.

What is high school sports and entertainment marketing? ›

This introductory course helps students develop an extensive understanding of marketing concepts and theories that apply to sports, entertainment and business. Areas covered in this course include: the basics of marketing, target marketing and segmentation, sponsorship, event marketing, promotion and marketing plans.

What are the advantages and disadvantages of sports? ›

For sport generally
AdvantagesDisadvantages
Promotes new and alternative opportunitiesReduces emotional wellbeing that comes from escaping digital pressures/routines
Supports less-wealthy sports to promote themselvesIncreases costs to sports and participants
4 more rows

What are the three main elements of sports and entertainment marketing? ›

Includes three major components: the internal contingencies, the external contingencies, and the strategic sports marketing process.

What is high school sports and entertainment marketing? ›

This introductory course helps students develop an extensive understanding of marketing concepts and theories that apply to sports, entertainment and business. Areas covered in this course include: the basics of marketing, target marketing and segmentation, sponsorship, event marketing, promotion and marketing plans.

What is the value of sports marketing? ›

Sport Marketing allows companies to promote directly to a primary target market, a captive audience, and stand out from the clutter of traditional advertising. Sport Marketing allows companies to engage consumers on their level.

What is sports entertainment and management? ›

in Sport and Entertainment Management includes accounting, marketing, economics, finance, and industry-specific courses in venue, entertainment and sport management to prepare students to lead the "business behind the business."

What are the 4 P's of sports marketing? ›

The four P's are product, price, place, and promotion. Each sports organization is going to utilize a different combination of these four P's. They'll each have a different product, a different price, a different place, and different promotions to attract any given target segment.

What are two ways of looking at entertainment marketing? ›

Entertainment marketing will be discussed in two ways. First, entertain- ment will be looked at as a product to be marketed. Second, marketing will be examined in light of how it uses entertainment to attract attention to other products.

How do you write a sports marketing plan? ›

  1. Organizational Focus. Begin the development of a sports marketing plan by reminding yourself of your organization's mission statement. ...
  2. SWOT Analysis. ...
  3. Identify Value Proposition. ...
  4. Identify Target Markets. ...
  5. Objectives and Strategy. ...
  6. Take Stock.

What does it take to become a sports marketer? ›

Entry-level sports marketing managers should have a bachelor's degree. The degree can be in either marketing, public relations, advertising, communications or business. However, a master's in sport management is ideal for those who wish to go into sports marketing specifically.

Who created sports entertainment? ›

The term "sports entertainment" was coined by World Wrestling Federation (WWF, now WWE) chairman Vince McMahon during the 1980s as a marketing term to describe the industry of professional wrestling, primarily to potential advertisers, although precursors date back to February 1935, when Toronto Star sports editor Lou ...

How big is the sport industry? ›

Sports Market Size

The global sports market reached a value of nearly $388.3 billion in 2020, having increased at a compound annual growth rate (CAGR) of 3.4% since 2015. The market declined from $458.8 billion in 2019 to $388.3 billion in 2020 at a rate of -15.4%.

What is the biggest advantage of sports marketing? ›

Attributes of Professional Athletes

The biggest advantage of sports marketing is that it allows marketers to piggyback on the popularity and devotion many fans feel towards their favorite teams and athletes.

Is sports marketing a good field? ›

A career in Sports Marketing is excellent for people who want a job that involves both business skills and their love of sports. Luckily, the sports industry relies heavily on marketing and corporate sponsors to generate revenue, so there are many different kinds of jobs available for sports-minded people.

What is sports marketing PDF? ›

„Sport marketing is a social and managerial process by which the sport manager seeks to obtain what sporting. organisations need and want through creating and exchanging products and values with others“ Van Heerden (2001, p.93)

Is sports marketing a major? ›

What is a Sports Marketing Major? As a sports marketing major, you will take a variety of courses in marketing, business, economics and law to develop your skills and knowledge for a career in the field. These courses include: Principles of Marketing.

What is the purpose of sports management? ›

Be ready to compete:The field of sports management equips professionals with the skills and knowledge necessary to support sport marketing agencies, intercollegiate athletic departments, professional sports organizations, sports equipment manufacturers and many more operations throughout the vast sports industry.

Does sports management pay well? ›

Expected salary package: The average range of a Sports Marketing Manager falls between INR 50,000-80,000 per month.

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