AlA Comparative Analysis of Promotional Campaigns between Competing Sports Organizations

“For a promotion to be successful, it must be profitable. And to be profitable, it must enhance some, if not all, of the following goals: 1. Paid attendance, 2. Corporate tie-ins, 3. Sponsor value, and 4. Media coverage” (Helitzer 317). Promotions must increase the number of people at the event, or paid attendance, it also must enhance corporate tie-ins, which are signs or give-a-ways at the stadium. Sponsor value, or the value perceived by the sponsor must also be enhanced along with media coverage. Media coverage is enhanced by sending the local or national media sources bulletins about the events or by having press conferences. A strategy that a sports marketer must use is to stagger the promotional gimmicks throughout the event. If one staggers the promotion, then the audience is always aware of the event and looking out for the promotions.

The popularity of college sports and its value to entertainment is skyrocketing. The NCAA is the head organization in control of a hundred billion dollar industry. The disgusting disparity arrives at the difference between what

As profits from college sports continuously surge each year, people fail to realize that the school's athletic program wouldn't be prosperous without the many achievements of its elite athletes. Athletes deserve the credit in how much publicity a school gets; has effects on the ticket sales and purchase of sports merchandise.

Alabama Crimson Tide is one of the top power house teams in The National Collegiate Athletic Association. The Tide is slightly behind the most winningest team in College Football; it is also a very driven team, who prides itself on integrity and perfection. The Tide was born in 1892, after William G. Little enrolled at Alabama. Over the span of 124 years, Alabama had a great set of coaches, along with the set of players who have set phenomenal records. Therefore, the following research will reveal the Alabama Crimson Tide’s origin, coach’s records and titles, and the team’s leaderboards throughout its history.

Over the past few years, college athletics has grown immensely, gaining an infinite amount of supporters with no signs of slowing down. Today, sports are no longer just sports; they are becoming a business, leaving the athletes with no profit. The National Collegiate Athletic Association is a multi-billion-dollar organization that would not exist without athletes around the country. Each year, just like the popularity, the revenues that each college makes off athletics also increase but the athletes do not receive any of the compensation despite their work and sacrifices. Throughout one year alone, a division one university’s athletic departments can bring in a revenue that ranges anywhere from $70,000,000 to $180,000,000. This revenue consists of multiple aspects; not just ticket sales. College programs also bring in millions from television and

The “contradiction at the heart of big-time college football,” as Michael Oriard describes it, is the competing demands of marketing and education. The 1890s proved to university administrators that there was an enormous market for collegiate football, which postulated opportunities for university building. Since this ubiquitous realization, there has coincided this blatant, yet unchanging contradiction that academic institutions are permitted to profit off of the services provided by its student-athletes while the athletes must idly accept that they are amateurs, donating their efforts to their respective schools. The schools then direct this revenue toward strengthening their athletic departments, and thus continues this seemingly endless growth of big-time college sports, all while athletes remain uncompensated and academics continue to take a backseat.

Located in the heart of Downtown Tampa, the University of Tampa is home of the Spartans. This program is apart of the NCAA Division II intercollegiate sports and features twenty varsity teams that play in the Sunshine State Conference. The Spartans have won a combined fifteen NCAA DII National Titles. The majority of the games the teams have won have been home games. There are many variables that play into the home team advantage. This research project theorizes that for the 2017-2018 year, the University of Tampa athletic teams win more when they are playing at home on campus than when they are playing away from campus.

The tragic loss of these 75 total community members made the Marshall University President Donald Dedmon question keeping the football program. During the triumphs and failures throughout the movie, the football team came together at last and brought the gloomy community back to the up-spirited, football loving community they always were. Upon finishing the movie, I discovered how important college football is to Eastern United States of Appalachia. Finally I came to the question of asking myself: How has sports, in particularly college football, strength the Appalachian communities across these eastern states?

Marketing plans and strategies are an important part of almost any business today. One of the biggest industries marketing plans have benefited and changed in a number of different ways is the sports industry. The development of the sports marketing industry has led companies to invest millions of dollars to have their product associated with specific teams, players, and sporting events attempting to connect with consumer and create profit for both parties involved. The money involved in sports marketing calls for these sponsorships and endorsement decisions to be made both strategically and confidently. After researching the sports industry from a business perspective the importance of marketing decisions is

The value of entertainment in our society is arguable. We as a society constantly search for new ways to entertain ourselves; professional sports are a major contribution to our source of entertainment. If those who support athletes and their sports have no problem paying to see them,

This article continues to explain that once a sports marketer creates a product and advertises it on a small scale, “Sports marketers get ahead by gradually representing bigger, more important and more prestigious sports teams, companies, associations, and athletes.” In other words, sports marketers need to have a plan of action to promote their product on a larger scale over time. Also, sports marketers spend much of their planning on the aspect of promotion. Mihai verifies that the category of promotion serves to prove that the product is desirable through advertising, sales, sponsorship and public relations. If a sports marketer follows these planning steps, his/her work will lead to a successful product with a large margin of profit.

Traditional marketing and Sport Marketing have similarities and differences. Being able to understand the similarities and differences would help someone comprehend both principles. Both principles share the Marketing Mix or 4P’s of marketing. The 4P’s are product (or service), place, price, and promotion. As defined by McCarthy and Perreault (1988), the marketing mix refers to the controllable variables the company puts together to satisfy a target group. I will explain the differences of the 4ps in traditional marketing and sports marketing.

Sports’ marketing is becoming more readily known as the vehicle that drives the sports business to success. It is “orientated toward consumers and about thinking, deciding and acting in terms of the final consumer. You have to know who your consumers are, what they want and need and use this effectively as a sports marketer orientating the drive more toward the market, not the product (Sports Marketing: The motor that drives the sports business

The career of a sport management professional offers a large number of various positions. One such career is that of a director who specializes in promotion and development. “Promotion and development directors are hired by sports teams and school athletic programs to design and implement promotional campaigns that will increase ticket sales” (Sports Management 1). The biggest part of their job is to provide a profit for the organization they are working for. Directors set up opportunities for the sports team to make money off of sponsors. They also set up deals with advertisers to pay a sum of money in exchange for their ads or products to be listed or shown at their sporting event (Sports Management 1). Good advertising and production of cash flow go hand in hand while promotion directors try to help them to succeed. Development and promotion directors play an important role in developing a profit for their organizations.

Pepsi usually use the sports to market its products. The marketing campaign for Pepsi mainly depends on the sports