Essay on Marketing of the Sport Celebrity

The business of sports is one of the fastest growing industries in the country. All over the world, many people participate as players and spectators in a variety of sporting activities, creating opportunities for the marketing of a company’s goods and services. An important part of the business of sports is sports marketing, which revolves around understanding consumer behavior and motivating target markets to purchase goods and services. Sports marketing at Clemson University has many different aspects ranging from sports and technology and sport law to sponsorship and sports economics.

Following the Civil War in the United States, African-Americans still faced extreme forms of racism and troubles all the way up until the Civil Rights Movement in the 1960s. African-Americans were excluded from nearly all forms of participating in society including the ability to participate in professional sports and be paid at the same level as white athletes. The segregation of sports in this country was never declared by law, however it is something that our culture refused to accept (Reese). The eventual integration of sports in the United States, beginning with baseball and boxing, played a major role in the Civil Rights Movement and had a lasting impact on

In recent history it has been evident that some of the most popularize sports in America have been dominated and overran by African American and other minority athletes. In turn when the coaching and management positions in sports are analyzed and broken down, the number of minority coaches and managers in sport are almost non-existent and have been since those sports organization became established.

In thirteen years of golf, Tiger Woods has made over a billion dollars making him the highest paid athlete ever. He has been the highest paid athlete now for five years in a row. We all know that many people in the world watch him play every weekend and admire him, but is the amount of entertainment he provides really worth 128 million dollars a year? Tiger is only one of many professional athletes who are extremely overpaid. “People forget that sports is entertainment,” says Leonard Armato, a sports agent. Although professional athletes provide entertainment for millions of viewers around the world, they are overpaid because the millions of dollars that they make could be distributed more evenly throughout society and go to things of a

Sports of old were merely competitive activities rooted in heroism and romanticism. Sports activities today, however, have no such innocence or simplicity. Currently in America, the activities that make up our sports culture is not only the competitive events themselves but the processes and issues that underlie and surround them. Entwined in our sports culture is the giant business of mass broadcasting. Indeed, sports and the media go hand in hand like peanut butter and jelly, like Mickey and Minnie, Darth Vader and Luke. They are intertwined and depend on each other to continue to grow. Sports media includes television, radio, magazines, newspapers, books, films, and, now, most importantly, social media devices provided by the

The history of sports goes back since ancient times. It has been a useful way for people to explore nature and their environment. Sports include different activities and games such as football, soccer, basketball, and etc. to express their skills and talents. Also, sports are a way to relax and have fun; but are sports all our African Americans rely on? The dream to become future sports stars. The reason why Gates begins his essay with an anecdote is to show and compare how many african-american athletes were at work today and how little the chances of African-Americans becoming athletes are compared to being a lawyer, dentist, or even a doctor. African-Americans assume that they are born athletes and it’s because the school system doesn’t

This article talked about the daunting unequal media coverage in sports of male sports teams in comparison to females.They researched the true differentiations of coverage between men and women sports. The actual percentage difference of coverage of male vs female sports discovered in their research truly is unfathomable. Men’s sports receive 96.3% of the airtime, women’s sports 1.6% and gender neutral topics were 2.1%. When you think back about twenty years ago and the coverage of media people tend to think that America is generally trending positively forward, however that is not the case for the coverage of women's athletics. It has actually gone down since then. Although on the scarce occasion that they are feature in the news, more often than not they are conveyed in the stereotypical way: as wives, girlfriends, or mothers. When media is highlighting these aspects instead of their talent, hard work or success it takes away from their image as an athlete and it demonstrating that it is acceptable to do so in society. However if male athlete achieved equal success and he was a father, that

Basketball, football, and hockey are considered the most popular sports in America as of today. However, sports in the early 1950s were not as popular as they are now. According to “An Exercise in Subtleties and the Transmission of Racism: An Analysis of Sports Illustrated Covers” by Eric Primm, Summer DuBois, and Robert M. Regoli, they stated that American love their sport and that “each year they would spend billions of dollars on sports-related items and activities.” The media help promote the popularity of the sports in America. Consequently, sports media “plays a key role in perpetuating the types of racial stereotypes about minority athletes in sports” (Ismond, 115). The thesis of this writing project is with some racial stereotype reinforcement

Shaun Powell's book, “Souled Out? How Blacks Are Winning and Losing in Sports” scrutinizes the paradoxes of African-American success in sports. Perturbed predominantly with the erroneous perceived accomplishment of equality through sports across the world, Powell offers his work as a portrayal of the evolution of African-american athletes over time and compares past struggles with modern day issues. Powell discusses how African American’s are both winning and losing in sports, but ultimately emphasizes the negative aspects of the on-going crisis. Powell, a well-known journalist, reviews and discusses how education, professional activism, media, and community relate and affect African-Americans in sports, therefore persuasively conveying his argument.

The use of specific athletes in marketing campaigns really began to show promise when athletes like Jordan began wearing their own brands of shoes. The idea to consumers or fans of the NBA that they could wear the same shoes as Michael Jordan, and somehow play like him was an easy sell by Nike. Today it is now common for marketable athletes in almost all sports to wear their own style of shoes, spikes, or skates. An interesting point to make is that through Nike Michael Jordan eventually launched his own clothing line called Jumpman23 that makes everything from socks and underwear to winter coats. Even though Jordan has been retired since 1999 the Jumpman23 company has continued to release a new shoe every single year that are simply called “Jordan 24”, an increasing corresponding number to the number of years the shoes have been produced. The new Jordan shoes still retails at over $150 a pair even though Mike hasn’t stepped on the court in 11 years! After retirement and becoming the CEO of the Jumpman brand Michael Jordan has been able to court other famous athletes from a variety of sports to wear his brand. A few examples of the athletes include Derek Jeter (baseball), Dwayne Wade (basketball), Jason Taylor (football), and April Holmes (track and field). The wide range of athletes in all different sports who now market a brand for arguably the greatest athlete of all time truly shows the money, power, and influence an athlete can experience

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.

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

"If industry is to be successful in dealing with public opinion . . . it must learn the language of the people, it must consider the study of public opinion as important as any phase of its operations. It must recognize that public opinion can be measured, and utilize the increasingly scientific methods developing today for gauging it"(Ross)

Sports' marketing is a comparatively new field and dimension within the broad concept of marketing. It is continuously evolving and changing today as society combats the free market to decide the legal and ethical limitations of business today. It is significant to note that this discipline within marketing is not clearly defined. Sports today use corporate sponsorships and television money in order to contend and pay for top quality athletes. Those companies use teams, leagues, colleges, and individuals to make a distinction between their products in a very aggressive business environment. What makes up sports marketing to one person could be considered selling out to another. The business world keeps pushing to find a competitive advantage and the sports world has in general welcomed the money offered (Weikel, n.d.).

Sports marketing are one of the most vital uses in the field of marketing nowadays. Many companies have a trend to use sports and sports celebrity in developing their marketing campaign because they have the ability to influence others and they already are role models for a wide share of consumers in the marketplace. So, companies benefit from their popularity and reputation for its brand awareness. Especially some companies in the food and beverages industry which are concentrated on the marketing campaign and make a huge number of expenditure and its budget. Pepsi have many product lines, it introduces a product line for soda which includes many versions such as Pepsi, Mirnda, Seven Up, and other version of Mirinda like Orange and Apple. The second product line is related to the juice. The third category is related to Aquafina mineral water. There are width of every line and versions for every product.