In regards to a customer profile those aged between 26-35 years old with children, an income between $22,500 to $75,000 would attend under 5 or 2 games per year. They would not necessarily be a baseball fan but are looking for family entertainment. This gives an understanding to motives behind why this market is attending and how to create a market strategy to their ideals.
Claritas MyBestSegments identifies one psychographic profile that aligns with the target market we are pursuing. The “Up-and-Comers” are individuals who watch ESPN and follow college sports; range from 25-44 years of age; work in management and professional job roles; and use above average technology. Up-and-Comers are young sports enthusiasts who work demanding jobs and are well versed in using technology. In addition, “Up-and-Comers” are individuals who willing to try new things. Consequently, “Up-and-Comers” may likely be part of the early adopters or early majority of the ESPN streaming
Having been tasked with developing and implementing a comprehensive marketing and promotional strategy for the Staten Island Yankees, the Class-A short season affiliate of Major League Baseball's famed New York Yankees, the first priority would be to conduct a thorough appraisal of the organization's current situation. Playing within the confines Richmond County Bank Ballpark, a 7,171-seat waterfront stadium on the northernmost tip of Staten Island, the team recorded a total attendance figure of 192,568 in the 2011 season. This figure means the average Staten Island Yankees game drew only 5,663 fans, or just 79% of the ballpark's capacity, which is unacceptable to say the least. Last season was even more disappointing in terms of local support for the team, and as the Staten Island Advance recently reported "Staten Island has seen an estimated 30 percent drop in reported attendance from a year ago, dipping to 3,934 fans per game through the first 22 home contests compared to 5,663 per game during the 2011 season" (Waggoner, 2012). After a 30-45 finish in last year's regular season, in conjunction with the MLB Yankees roster deterioration over the last offseason, it is reasonable to expect a decrease in attendance similar to the 30 per cent loss seen last year unless a concerted effort is made to revitalize fan support and rebuild the Staten Island Yankees brand. The following sales and promotional strategy report will
The Cleveland Indians fans have earned the reputation of being extremely dedicated and loyal to their team. According to Rosko (2016), Cleveland Indians’ fan base was ranked in the top 250 in the world. It is no secret that the baseball team has a devoted following, but it does beg the question who are these fans? The followers of the Cleveland Indians’ brand will be segmented into groups based on their demographics and geo-demographics. For the Cleveland Indians, this will entail categorizing consumers into groups based on age, gender, family size, and region.
Professional sports has become one of the most popular industries in the world today. The media spends billions of dollars on advertisements and teams spend millions of dollars on professional athletes all for one reason, the fans. The fans ticket sales and merchandise purchases are what keeps all the sport teams around and prevents professional athletes from losing their jobs. There are three types of fans in the sports world, average fans, fanatics, and fair-weather fans.
In 2008, a study showed that the percentage of people who watched football in America (30%) was equal to the combined percentages of people who watched the next three top professional sports. (Baseball-15%, NASCAR-10%, Hockey-5%) This shows how drastically football’s audience in the country has increased. It is hard to believe that such a huge organization came from the passion of a few men determined to revolutionize the sports world. An insight to how, when and where it all started might have the biggest baseball fan asking, “Is it Sunday yet?”
DraftKings and FanDuel should not be allowed to operate because it is not a game of skill. The two companies both claim that their daily fantasy sport league games are of skill, while others such as the New York State Attorney General, Eric Schneiderman, believes it is a game of chance. In a statement to The New York Times, FanDuel said
One of the greatest obstacles that the NFL has had in introducing football globally is that many people outside of the United States and Canada find the rules complex and confusing. To help teach people more about football, the NFL designed an interactive website platform which teaches fans the fundamentals of American football (Hardcastle, 2012). The website seeks to directly address the queries, making it highly interactive. This website also serves as a foundation for advertising and promotional decisions; it can show executives which areas of the world are visiting the site, and showing interest in football which helps for deciding which venues to select for future NFL International games. The website also assists in identifying individuals with similar characteristics that have significant implications for the determination of marketing strategies; market segmentation (Market Segmentation, 2002-2010).
For me when I watch sports (which is almost on a daily biases) it doesn’t take very long to see an advertisement for a fantasy gambling website such as Draftkings.com and FanDuel.com. Both of these companies have had issues recently with their advertising. Recently there have been two issues of false advertising against Draftkings and one issue against FanDuel.
Due to more players entering into the market, the threat of rivalry is very strong.
Since the inception of fantasy sports companies, very few industries have grown this significantly in such a short time span. Since the surge in popularity of daily fantasy betting FanDuel and DraftKings have launched aggressive efforts to expand in order to reach the 51 million current fantasy sports users in the US and Canada alone. Although approximately 38% of Americans admitted to betting on sports in 2008, fantasy sports companies are also experiencing increased scrutiny from state regulators. Criticism stems from the belief that daily fantasy sports betting is considered to be online gambling and therefore should be illegal or heavily regulated at the state level. Multiple
Bacilos' US Latino target fans are more likely to spend their time with hobbies such as Listening to music (64%, 117 index), Cooking/Baking (48%, 131 index), Traveling (46%, 138 index), Films/Cinema (43%, 130 index), Shopping (43%, 136 index), Vacationing (43%, 137 index), and Reading Books (39%, 118 index). Fans are less likely to spend their time with Football (175, 92 index)
Major League Baseball continues to adapt to the ever changing technological landscape as the fan’s attention span gets shorter the more and more options teams have to present in terms of connect ability and entertainment. “One common explanation is that in an age of ever increasing speed and shrinking attention spans, the pace of baseball games is just too slow” (Taylor). The attempt to link technology to a Major League fan to the live action is what top baseball executives are determined to achieve while gaining critical customer relationship management data. CRM generates an organization’s sales leads, marketing targets, and many other important tools utilized throughout the business processes.
My article written by Joe Drape discusses the agreement to merge two large fantasy sports companies, Fanduel and Draftkings. After a year filled with legitimacy questions by several attorney generals, both companies have struggled to stay afloat. The question that surrounded the two companies were based off whether or not employees of both companies were using inside information to target customers. Major class-action lawsuits were filed all across the country which deeply hurt the reputation and money supply of both companies. The merger, which is not set and stone, will allow the companies to prop themselves back up and as Jason Robins, the chief executive of Draftkings adds, “truly realize the potential of our vision, and as a combined company,
As there are many important variables in this decision process that are not under the direct control of the sports marketer such as the players performance or lack of competition in match, it is vital to ensure that fans enjoy a positive experience. It is necessary in an increasingly competitive and cluttered sporting landscape to strategically manage the variables that are under the control of sports marketers. It is essential to the sports marketer to understand which dimensions spectators perceive as important (Michael D. Clemes, 2011).