Review Of ' Getting Bang For The Buck ' Sports Sponsorships ' Essay

Commercial companies use many different methods to sell products to the public. They use commercials and logos to manipulate the ways people think. While using public figures or sports icons to connect with the general public emotionally. In this paper I will be writing about two sports drink giants and how they use credibility, emotion, and logic to sell their product.

Prince Sports can stay ahead of the changes they possibly face if they keep in mind when Linda Glassel said “It’s learning, it’s studying, it’s talking to people who understand where the market is going” (Pg. 241). In order to stay ahead and take on any challenges that come their way, they need to employ research methods that can help them solve their problems and come up with new ideas for marketing their products. Besides using the Five-Step marketing approach, there are specific aspects they should pay close attention to. As a part of step three, they need to collect data, both primary and

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.

In traditional marketing business companies have to make sure that they are providing the right product. Determining the product is essential in business. For instance, Pepsi Co. has defined its product as cola soda. Likewise in sports marketing a product needs to be defined also. A sports agent’s product is the athlete. He or she has to represent the client well enough to get preferred contracts or top dollar endorsements. There has been some debate as to what constitutes the “core” product in sport marketing. For example, some posit that the core product is the actual event. On the other hand, if we applied a mainstream marketing definition, the “core” product is the benefit that consumers seek from a product, service, or experience, therefore taking the focus off of the actual event. (Masteralexis, Carol & Mary, 2012)

Imagine your eight year old self watching this commercial that features Olympic athletes—your role models—eating Chicken McNuggets, French Fries, and a McFlurry. Instantly, you feel obligated to go to McDonald’s to buy the same thing; after all, you want to be just like them. Athletes build a bridge between consumer and company, which helps companies—like McDonald’s—sell more of their product (Arthur). For this reason, McDonald’s sponsors many popular athletes, including the following: Charles Barkley, Usain Bolt, Kobe Bryant, Dwight Howard, Lebron James, Michael Jordan, and Michael Phelps—just to name a few (McDonald's Endorsers - Athletes). When fit athletes are featured in junk food commercials, people perceive

Ryan’s father is a serial entrepreneur and has the unique experience of vetting start-ups and building them to a particular exit strategy. In working

The sports industry merged from pure athletic competition into a form of entertainment long ago, combining the event itself with technology making it available everywhere. Sports hold a valuable place in the integrated marketing of entertainment content. The loyal fan base of each sport is a ready and willing target for a wide variety of sponsorship, licensing and merchandising opportunities, as well as convergence with other forms of entertainment, including television, movies and games.

“When you try me with a sorry receiver like Crabtree, that’s the result you gon’ get!” were the words Richard Sherman belted out to the country in the face of Erin Andrews after his Seahawks defeated the 49ers to go to the Super Bowl. Before this moment, Richard Sherman was a name only close followers of the NFL knew. But after this moment, he became a name the whole country knew. Just two weeks later, he was starring in a Dr. Dre Beats advertisement (see Appendix Figure 1). Athletes throughout the history of our country have done things that have catapulted them into fame. Their face’s then cover products on your TV or in the paper. The athletes we celebrate throughout our history represent different things we, as a culture, valued at those times. We are more likely to buy a company 's product when an athlete is on it. So advertisers use them. As our values have changed, so have the athletes used in advertisements.

What is sports marketing? Is it the eye-catching bulletins at your local neighborhood stadium? Is it the corporate supported competition you watch on TV, and the competitors indorsing your favorite fast-food chain such as McDonalds or Burger King? These are results of the creative reasoning and focused work of games showcasing professionals. Sports showcasing utilizes sports, in any frame, to help offer products and ventures. This specific style of showcasing is less about utilizing a solitary procedure and more about utilizing the substance of games to help advertising endeavors. The games showcasing industry is quick paced, energizing, and frequently wild. Showcasing agents and occasion organizers manage a ceaseless

Stephen Gill is a young, motivated entrepreneur that started out with a laundry list of ideas that have now landed him on Inc Magazine’s annual ranking of the country’s fastest-growing private companies. Gill recalls that he has considered himself an entrepreneur all his life. With this mentality, Gill, 27, went on to become a graduate of Rowan University’s Rohrer College of Business with a bachelor’s degree in Entrepreneurship and Marketing. During his degree, he says that the overall major was helpful and, by the end, his professors encouraged him and his colleagues to work for an entrepreneur for at least 10 years before becoming one themselves. However, he had other plans and jumped right into the process. He started out by

For my strategic sports marketing project, I decided to report on the sports marketing activities of a particular corporation. I specifically wanted to report on the marketing operations of a rather diverse company; one that offers more than one product line for more than one sport. Oakley, Inc. is a company that offers several different products for a wide range of sports. I will now briefly describe the company and its operations, as well as its primary sports marketing goals and objectives.

Companies look for a return on their investment in various markets. The most common in recent years is partnerships with sporting events. For example, Blockbuster and Budweiser sponsor bowl games and race car events (Johnson, 2011). However, the trend is shifting to ownership. Disney, for example, owns a professional hockey team called the Mighty Ducks (Johnson, 2011). While the revenue stream corporations generate by affixing their name to a sporting team is attractive, the International Events Group (IEG), a company that monitors corporate sponsorship, predicts companies are being drawn to sponsor individuals linked to specific events. For example, Hanes Hosiery paid $1 million to sponsor Tina Turner’s concert tour (Johnson, 2011). Moreover, according to IEG there is unlimited growth potential for corporate sponsorship (Johnson, 2011). Finally, at the end of the 1990’s, over 6,000 corporations participated in some form of sponsorship (Johnson, 2011).

Strong brand recognition – In today’s sports industry Nike’s is one of the most recognizable and famous brands. Nike’s “swoosh” logo alone has generated millions of dollars and can be seen as a huge source of income for the company itself. Over the past years Nike has built a widely known sporting company through partnerships with many prominent figures whom excel in the sporting world. The collaboration with these figures has impacted the company not only through increased income, but also for better identification.

I have had the fortune of being and working with hugely talented and entrepreneurial folks over the last decade, and it has allowed me to closely witness the striking and subtle variations across the different kinds of businesses – from a large enterprise to a startup to a small business. We are experiencing a fast-rising wave of the startup ecosystem these days, and that is enabling entrepreneurs to know more about startups, to dare and dream big, and follow their passions.

In his article, Teixeira begins by examining how the footwear industry has conventionally been characterized with memorable advertising to an extent that major brands have spent millions of dollars in creating spectacular TV advertisements. Some of the major brands mentioned in the article are Reebok and Nike that have spent huge amounts of money in hiring advertising agencies and signing athlete-endorsers. He proceeds to examine how most of the big brands are using online mechanisms in advertising their products through shooting videos and sharing them on YouTube.