Strategies in the Sports Marketing Industry Essay

After watching ESPN’s 30 for 30, Broke, my mind starting pondering this question of why and how so many professional athletes are blowing through the millions they make while playing their specific sport? It is amazing that someone can spend that much money so quickly. What are they buying and who are they buying things for? Where are they spending it? Where do they go wrong? When did this trend start and will it continue in the future? What are the league officials doing in order to prevent this tragedy from happening? These are some of the questions I will try to answer throughout this paper.

Another objective of sports marketing is creating sales. “The modern sports marketer is charged with one simple responsibility: to increase the sources of revenue” (Westerbeek 6). This includes obtaining more sponsors

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.

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.

The primary sources for these revenues are from ticket sales, sponsors, broadcasting, apparel sales, and donations which all generate that money (Chait 1). Athletes are recruited to colleges because the coaches think they have the talent to help the team succeed in their sport. At Auburn University, Cam Newton received a full ride scholarship. He became the “star” quarterback for the team, which produced a lot of revenue for the football team and the university (Belson 1). The school thought of additional methods to create more profit, so they put Newton’s number on jerseys, sweatshirts, hats, and other wanted apparel. Those sales alone increased the profit margins enormously (Belson 1), and it all went to the team and the university. All the extra money that resulted from promotional efforts generated even more controversy. Questions arose, such as where to spend the additional funds, whether the school needed new athletic facilities, or even whether the star quarterback should receive a portion of the profits, and were debated. Both sides held passionately to their opinions, and the topic generated a strong response from people on both sides of the debate (Belson 2).

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 recent explosion of revenues flowing to NCAA member institutions and the relative pittance going to the primary input—the players—for those participating in bowl games and the annual “March Madness” men’s basketball tournament have created growing unease over the distribution of the largesse (Sanderson 116).” Players in the National Collegiate Athletic Association or NCAA are looking for financial aid outside of their academics. The NCAA feels an increasing need to distribute more financial aid towards student-athletes, and they would like “to consider changing restrictions on athletes’ opportunities to earn income beyond their grants-in-aid” (Sanderson 117). This will allow athletes do have more disposable income outside of their studies. For a more detailed study on the topic, Allen R. Sanderson and John J. Siegfried dig into the economic side of paying college athletes in their Journal for Economic Perspectives: “The Case for Paying College Athletes”. With the rapid advancement of technology and social media, the National Collegiate Athletes Association is becoming monopolistic in their large-scale commercialized sports programs. The resources are being allocated to different companies involved in the profit making off of student athletes. The NCAA is developing ways to make collegiate sports more competitive, and one of these ways is to pay the athletes participating in big sports programs such as men’s basketball and football. Their argument is that college

Athletes and the sports industry have turned into a multi-billion dollar business annually. Stacked on top of that is that leagues and educational institutions receive multi-million dollar media contracts each year. This is so that broadcasters such as NBC, FOX, and TNT have the rights to broadcast that team or leagues games. The surge of money in the sports industry has led to an influx of agents into the world of agent athletes.

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

Economic theory introduces us to four different types of markets: perfect competition, monopolistic competition, oligopoly, and monopoly. Professional sports teams operate in an environment that is different than the typical business structure. The goal of this paper is to look at this industry, in particular the NFL, in an economics context and gain an understanding of the market structure of this unique industry. To do this I will discuss a brief history of the National Football League in the U.S. and how this organization is structured. I will also discuss typical market structures and type of

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.

NOCO Soccer Academy is a successful youth soccer training program is the market that Dyer has been targeting. Dyer wants to grow his business enough to reach his strategic goal of building a sports complex for his business to occupy. Dyer needs to double his business in order to support this goal. In using S.W.O.T. analysis to evaluate NOCO’s current situation it is clear that NOCO has a number of things working for it already; customer retention is very high, awareness of NOCO in its’ current market is close to 100 percent and Dyer has access to enough trainer resources to continue his company’s growth. Some of the obstacles NOCO faces in working toward expansion are loss of customer base to high school sports programs after they

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

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.