Sports Marketing

My Journey with Sports

Sports Marketing

Basic Sport market

1: Introduction to Sport Marketing (Blakey, 2011)

Sport marketing and Sports Marketing

Sport referred to all activities performed within the world of sport; not related to individual sports.  Implies ‘Sport Marketing is related to the activities off the field/court; It’s building relationships with fans through sponsorships and corporations, special events, endorsements, licensing and brand awareness.’

Sports refer directly to the organizations whose business relates to the practice of sports such as the FA.

Why sport marketing?

Sport marketing is a matching process- the matching of sports products and services to the demands of sports consumers and customers. It helps to bring supply and demand balance.

As we know that communication is the key to marketing success. Communication is at the heart of sport marketing when matching supply to demand.

Types of Sport Marketing

  • Marketing of sport: Sport products and services require the application of marketing principles to communicate their message directly to the target segment. This approach mainly focuses on encouraging the consumption of sport products and services such as sports events, sports equipment, etc (Bernstein, 2015).
  • Marketing through sport: Many non-sport-related organisations use sport as a vehicle to reach many target segment and to interact more with their existing customers. Sponsorship has been seen as a dominant approach for using sport as a medium. Sponsorship is a way to gaining rights to access the sport market: naming rights(Barclays Premier League), football stadia(Arsenal’s Emirates Stadium), product endorsement, an official partner/supplier (BMW and Holiday Inn to the British Olympic Association).

 From the study of Gratton and Taylor,(2000) the basic sport market can be displayed:

Basic Sport market

The Sport Marketing Industry

Shank’s, (2009) basic model of the consumer-supplier relationship in the sports industry marked out the key sub-sectors of sports goods and services in sport marketing.

basic model of the consumer-supplier relationship in the sports industry

The Sports Marketing Process

Sport marketing comprises a structured process that considers the environment through which the sports organisation operates, make decisions and strive forward. The sports marketing process has four phases:

Sport Marketing Process

1.       Analysis: At this phase, any sport organisation has to gather the data necessary for the next steps of the marketing process. Information relating to an external business environment, internal organizational performance and market research. The SWOT analysis is an essential tool summary of the key aspects of Strength, Weakness Opportunities and Threats for an organisation.   

2.       Planning: The planning phase considers the direction of the whole sport organisation. Organisation has to determine its specific marketing objectives both short term and long term. According to the objectives the specific sport marketing strategy has to be developed for achieving the objectives.

3.       Implementing: The implementing phase which puts the component of the marketing mix into action.

4.       Control: Control phase which ensures that the sport marketing activities being used ultimately achieve the sport marketing objective. If any discrepancies occur when the control phase can assess where remedial action required.

Marketing Myopia

A sport organisation might follow the philosophy of sport marketing process, but there will be little benefits if its implementation is hampered. If a sport orgnaisation is not careful, it can fall into the trap of marketing myopia.

The symptoms of which have identified in sports marketing (Mullin et al., 2007) as follows:

·         Focus on producing and selling

·         Reliance on winning

·         Confusion between promotions and marketing

·         Short-term focus

·         Lack of research

Thank you for your time

Stay tuned for the next chapter (Research for sport marketing) of Sport Marketing by Paul Blakey


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