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Imagine sitting at a favorite sporting event. Think about all the advertisements on the jumbotron and the things the team wants you to buy. All these teams have one main goal, to sell you product and make a profit. The men and women behind the scenes making this all happen are sports marketers. According to Wake Forest University, the careers of sports marketers are fast paced, exciting and quite hectic. From NASCAR to baseball, these marketers use a multitude of strategies to market product in the real world. For example Mike Ozanian, member of the Forbes staff, talks about the Dallas Cowboys. He contributes the 500 million dollar revenue from per season to specific athlete endorsements and being on the tv show “Hard Knocks”. In addition Gwen Burrow, writer at EMSI supports Ozanian by using Drew Brees, the highest paid player, with 11 million in endorsements as a prime example of sports marketing. On the other hand, Joe Gillespie, the CEO of Zoove, discusses the impact technology has on sports marketing. He notes how fans can order food, shop for merchandise, check bathroom lines all from the comfort of your seat with your mobile device. Steve Parker supports Gillespie’s technology approach in saying that everyone has access to television whether in the home or out in public. Anyone watching on tv will see commercials promoting these teams. The world of sports marketing plays a major role in the U.S. Economy. When trying to gain revenue, sports marketers will use strategies such as specific athlete endorsement and the advancement of technology to maximize profits.
Everyone that has a favorite sports team has that one player, who’s jersey they own, autograph they have or have even met them on the sidelines at a game. One of the ...
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...s a huge role in the economy as well, contributing roughly $14.3 billion. Without sports, sports marketers and the fans, the economy and the way we perceive the world would be entirely different.
Works Cited
Burrow, Gwen. "Not Just a Game: The Impact of Sports on U.S. Economy." EMSI Economic Modeling Specialists Intl. N.p., 9 July 2013. Web. 15 Dec. 2013.
"Career and Professional Development." Sports Marketing. Wake Forest University, n.d. Web. 16 Dec. 2013.
Gillespie, Joe. "How Brands Are Using Mobile To Change The Game." MediaPost Publications. N.p., 29 Oct. 2013. Web. 16 Dec. 2013.
Ozanian, Mike. "Dallas Cowboys Lead NFL With $2.1 Billion Valuation." Forbes. Forbes Magazine, 05 Sept. 2012. Web. 16 Dec. 2013.
Parker, Steve, Jr. "Sports Marketing: Breaking Down Barriers to Better Consumer Relationships." Asking Smarter Questions. N.p., n.d. Web. 16 Dec. 2013.
Noll, Roger, and Zimbalist, Andrew. Sports, Jobs, and Taxes: The Economic Impact of Sports Teams and Stadiums. Brooking institutions press, Summer 1997. Vol. 15 No. 3.
“Career and Professional Development: Sports Marketing.” Wake Forest University. Wake Forest University, 2013. Web. 6 December 2013.
Coakley, J. J. (2007). Sports in society: issues & controversies (9th ed.). Boston: McGraw-Hill Higher Education.
Marketing companies know that by associating a product with an athlete it can drastically increase sales. Fig 1. Gaines, Cork. "... ... middle of paper ... ...
The sports industry is a very big business that contributes great amounts to the economy in terms of turnover, taxes and jobs. The sports industry has an economic cycle. So it depends on different parts of the year to hold big events. The benefits to be gained are that local communities as suppliers of services and goods obtain increased business.
I have choosen to use th XFL as a marketing vehicle for my energy/supplement bar. The XFL has been able to position itself as a fast paced hardcore football league. The nature of the leage would compliment the nature of my product in that people will assosiate my product with the action on the field. The league is focusing on a younger active audience and that is the same target market that I am looking to reach with my product. The high awareness and anticipation for the league makes this an ideal time for my product to be introduced to the market.
The workers get paid and spend the money elsewhere, simulating other jobs and markets. The NFL has a massive impact on the American economy, with billions of dollars being shifted every year. It is difficult to provide an exact number on how many people make money through the NFL, but the payroll is massive regardless. “The league supports about 110,000 jobs in NFL cities— not just tailbacks and punters but hotel workers and sports-bar owners. Overall, the games add about $5 billion to the broader economy in NFL cities.” This fails to account for those making money based of writing and reporting for the teams through other media sites. A new stadium is built roughly every 4 years, so add on the massive amounts of construction workers and company designers to the list. The corruption around player safety results in financial opportunity for not only others, but the players too. Over 25% of former NFL players go on to work with teams or media in some form after they retire. In addition, a lot of lower class adolescents use football as a means of earning a check, “when you look at all of those guys coming out of the South, those guys who have been disadvantaged, who have absolutely nothing, they’re going to want to play just for the money. They’ll sacrifice themselves to take care of their families and so forth” (Source C). Many of these players possess no other skills or talent, and they either die poor or die with
Schackelford, M. (Jul 4, 2009). The Importance of Sports in America. Retrieve for this paper Mar 20, 2014 from, http://bleacherreport.com/articles/211946-the-importance-of-sports-in-america
Over the past twenty years, many things have changed and evolved to impact our economy. From cell phones to music to media, we are all constantly affected. The most influential aspect though, in my opinion, has been America’s biggest game, the Super Bowl. The Super Bowl by all means effects our economies in every way, shape, and form. The sport is one of the most complex social institutions in American Society. Sports effect major institutions of society, including: the mass media, politics, religion, education, and family. The Super Bowl gathers thousands of viewer’s attentions including those who do not usually watch the regular season games.
Nike is one of the most influential businesses in the world today. According to Forbes.com, Nike is the twenty-fourth most valuable brands in the world and it carries over in the way they advertise. The popular swoosh sells itself, but the media plays a valuable role in how they get their message to the public. When analyzing a few print advertisements, we see how the messages are communicated and how the media interprets what the advertisement means.
During controversies associated with athletes and their brands, relationships between athletes and their fans are crucial to being successful. However, with a high profile crisis such as those like Ray Rice, Tom Brady, Tiger Woods, and many other athletes, relationships between the athlete and fan can become strained and fragmented. With the marketing of an athlete as a brand, fans create and build relationships to connect with a particular athlete. The relationship that fans (also known as consumers) establish with their favorite athlete takes time to mature. Therefore, for fans to build a relationship with a brand (or athlete, which will be used interchangeably) there are certain steps that the brand and the consumer must achieve. According to Bee and Kahle (2006), for a fan to associate with a brand, a fan must 1) have compliance, 2) identify (identification), and 3) internalization (p.105). Within each of the three steps, there are guidelines that both the athlete and fan must meet to achieve success as a brand and relatable for fans. The brand must have 1) social effect, 2) attractiveness, and 3) creditability. The fans, on the other hand, must benefit from and believe the social effect, social anchorage, and creditability (Bee and Kahle, 2006, p.105) of the
A recent article in Readers Digest estimates that most Americans spend at least 13% of their income on sporting events and sport related products. Sports has entertained American people and drained money out of their pockets making sporting events an arena of pure economic activity. It has been proven that Americans will purchase tickets to attend sporting events, but this alone does not create enough revenue to keep sports teams profitable.
A young boy goes up to his mother and says, "Mommy! I want to be a baseball player!" If this was said in 1930, the boy's mother probably would have told the boy, "That's not future for you! You need to get a real job and make good money." If this was said in 1999, the boy's mother probably would have said, "Let's go to the store and buy you a baseball glove so you can start to practice." It is visible to every sports fan that in the past few decades, sports has undergone a whole new renovation. It isn't just an activity that is played for fun. It is a business in which owner and players attempt to coincide. It is a business where TV controls fan interest. It is also a business that affects many people's lives, both monetary and living aspects. There are many aspects that are involved with the economics of sport. Each one having unique qualities that adds to the greatest source of entertainment.
It is a delicate and confusing situation. If the fans will pay for everything from the hats to the T-shirts, to the tickets to the hot dogs, the teams will generate more money. However, if that happens, come contract time athletes will demand for more money. If the athlete demands more money, the cost of tickets and memorabilia will go up.
Stafford, Marla R., and Ronald J. Faber. Advertising, Promotion, and New Media. Armonk, NY.: M.E. Sharpe, 2005