Introduction:
San Antonio Spurs
The San Antonio Spurs is one of the best run teams in the National Basketball Association (NBA) today. They are coached by Greg Popovich, and managed by R.C.Buford and owned by Peter Holt. They play to sellout crowds in the AT&T Center with a capacity of 18,500 fans. They are technically a small market team in terms of the city size and the media market. They compete with the large market teams like the Dallas Mavericks, Houston Rockets in the state of Texas and the Los Angeles Lakers, New York Knicks to name a few on the national level. I chose the Spurs because of their consistent success on and off the basketball court in the past decade despite playing in a small market. I will be writing about the following marketing topics:
1. Market Segmentation, Targeting & Positioning Strategy
2. Sports Products
3. Promotions Strategy
Body:
1. Market Segmentation, Targeting & Positioning Strategy
The Spurs are in a unique position in their market as they are the only professional team in San Antonio in the four major leagues (NBA, NFL, MLB and NHL). However, they also compete with some local professional teams like Stars, Scorpions and the Rampage. The Spurs Sports and Entertainment run the promotion and marketing team of the Spurs. They are very creative in their in house productions for the games and overall marketing of the team as evidenced by the recent gold medal winning team at the PromaxBDA Sports Media Marketing Awards. (1).
The team has done an excellent job of scouting international players that deliver excellent value on the court and help market the team to a wider target of international audience. The Spurs have a deep fan following in Latin America because of drafting the likes...
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...tures or videos. (6).
Conclusion:
The San Antonio Spurs redefined basketball in terms of their play on the court and their ability to be profitable despite being in a small market. They have to be very good on the court for them to generate revenue unlike the big market teams like the New York Knicks who struggled on the court but are #1 in brand value and revenue generation. Their team brand of basketball is not the popular version compared to the rest of the NBA, which has more flashiness and spectacular plays. However, critics and the NBA as a model franchise appreciate them. They continue to be a model team with no off field issues and are heavily involved in the local community. Prominent NBA writer, Kevin Arnovitz, chronicles the current Spurs dynasty with an important question to all the basketball fans: Do you care about the San Antonio Spurs? (7).
The Portland Trail Blazers organization is a sports entertainment company dedicated to not only winning NBA Championships, growing new basketball consumers, providing superior entertainment, value and service to the people but making a real difference outside the basketball arena in the local and regional communities. The Trail Blazers work outside the arena to make a difference in the local and regional communities by effectively serving people in need. The Trail Blazers enrich the lives of all of the people associated with the Trail Blazers brand as we thrive to diverse opportunities and contributions through charitable donations, solid ethnics and morals within the employment hiring’s and extreme respect for all that are part of this organization. On and off of the court, we aim to achieve our mission by working hard to emphasize our core values: community, diversity, excellence, transparency, revolutionary and humility.
The National Basketball Association no longer holds the prominence that it once had. In the aftermath of the lockout that took away half of the 1998-99 season, the National Basketball Association finds itself looking into an uncertain future. Appearing similar to the state of the league during the mid 1980's, the NBA finds itself with a tarnished image and no icon's to build the league around. With the retirement of Michael Jordan and the number of superstars in which the league built its popularity on during the 1990's getting smaller, the National Basketball Association sits in limbo while it searches for its new identity.
Several foreign basketball players have individually left their marks on NBA courts, in NBA record books, and in their fans’ hearts. Different ethnic groups, races, and sports fans in general have united, cheering on heroic efforts from players from overseas. These international players amped up the level of competition in basketball and found themselves at home in the NBA. Four international players have been honored with the most prestigious award a player can receive in professional basketball, NBA MVP. These same four players are undoubtedly future Hall of Famers and were listed in the top 30 international players of all time in a 2013 “Dime Magazine” article (Daruaku). These four players, Steve Nash, Tim Duncan,...
I had been to Staples Center before for a handful of Lakers games but never had I been to a Clipper game. I was very interested in seeing how different Staples would look and the culture it would create being at a Clipper game compared to Lakers game event though they play at the same venue. Upon walking up to Staples Center I notice a couple things that are already different. There is a billboard with the title Clipper Nation: Rise. There are also a handful of fans that are wearing Lakers jerseys. To me this was interesting to see because people in LA have created this culture surrounding the Lakers that they are clearly LA’s team and the Clippers are just the other team that plays at Staples Center. However this year with the advertisement done not only before the game outside of the arena but also inside the arena during the game to promote this new rise in Clipper basketball. They are the new young energetic team led by the human highlight reel Blake Griffin.
New entrants into this industry are unusual since NBA League approval and a sharp franchise fee stand in the way of potential new team owners. Moreover, attempting to deceive the NBA would put the following difficulties into an entrepreneur’s path are: massive capital costs, lack of brand reputation, lack of TV revenue, and steep competition for talent. Extension teams occasionally do get approval, like the Charlotte Bobcats founded in 2004. Though, the competition that so many different industries face from new entrants is practically non-existent in professional basketball.
Michael Jordan’s retirement in 1998 marked the end of basketball’s Jordan-Era. The question became which franchise and players would ascend to dominance if anyone in Jordan’s abscence. This question was answered by two big men, whose unique play and winning attitudes would allow the coming decade, to of NBA basketball to be just as historic as the previous one had been. Despite their stylistic differences, Shaquille O’Neal and Tim Duncan shared a knack for success. The begining of this era saw eight of the next nine NBA champions teams lead primarily by either Shaq or Duncan. Shaquille O’Neal, whose endless amount of nicknames, including the The Big Aristotle, Shaq Daddy, Shaq Diesel , stemmed from his dominant, loud style of play, as well as his boisterous personality. Duncan’s nickname, “The Big Fundamental”, a nickname which was actually given to him by Shaq, is a perfect way to sum up what Duncan represents. This nickname pays homage to Duncan’s no flash, strictly precise game plan and execution. These two superstars can break down through stats and style. I can't possibly sit here and pick Shaquille O'Neal over Tim Duncan or vice versa. They're just too different, yet identical in their impact. Shaquille O'Neal was all about power, while Duncan was/is about consistent non-flashy production.
But what makes people buy the name brand Nike? They have great advertisement. I love to watch Nike commercials; they appeal to me as an athlete. The commercials show the inner fight in people, breaking records, becoming a stronger person, being the best you, and being the best athlete; you can be overcoming anything. I find their advertisement to be very inspiring and motivational. The Nike slogan ‘Just Do It’ plastered on so many products inspire others to get out and ‘Just Do It,' no hesitation. Nike tries to appeal to you to buy their products by placing their apparel on professional athletic. Everyone knows Lebron James he has many young athletes that look up to him and want to be just like him. What do they see Lebron James wearing? Nike apparel, for the kids that want to be just like him, they want what he has. So they want the Nike look. For me personally, I see Nike products and logos at just about all sporting events, which is a great strategy for the business.
Can you imagine playing the game of basketball without a three point line? Basketball has constantly changed throughout history and continues to change today. The National Basketball Association has risen in popularity and is now one of America’s most popular sports. Because basketball continues to be a popular sport, a fan should learn about the origin of the NBA, how the game evolved from the late 1940s to the early two thousands, and how the players today impact the way it is played.
Data analytics and marketing plays a significant role in the sports business industry. One sports organization utilizing analytics is the National Basketball Association (NBA) team the Dallas Mavericks. The Mavericks, owned by Mark Cuban, utilize data collection through ‘inverse analytics’ as a means to create affordable ticket prices as well as keep fans interested and engaged in the team’s success. Through the use of analytics, the Mavericks have maintained a consistently-high game attendance record. However, even though the Mavericks have used data analytics and marketing to their advantage, other sports marketing trends have continued to emerge such as how organizations
The NBA should develop a differentiation leadership strategy. Events that the NBA has organized are becoming irrelevant when compared to its rivals’. For example, the MLB’s All-Star Game has an impact on post-season results. The MLS’s All-Star game features the league’s best against top European soccer clubs. The NHL’s All-Star Game features a ton of scoring in a sport that typically has low scores. There is no novelty factor for the NBA during its All-Star Weekend. Only the NFL’s Pro Bowl is worse than the NBA’s All-Star Weekend in terms of entertainment value.
The National Basketball Associations, Golden State Warriors are approaching history. They are the number 1 ranked team in the league and the quest for winning a record 73 games is well within reach. The keys they play by have helped them be the success they are. The consistent 3 point shooting threat has left many shaking their heads in disbelief. Always making the extra pass has allowed them to strive on and off the ball. Most importantly teamwork both on offense and defense has led them to be ranked among the league’s best in both. As long as the Golden State Warriors keep shooting the three point shot the way they have been, along with great passing and teamwork they will pass the record held by the 1995-1996 Michael Jordan led Chicago bulls team.
Nike is a company-- young and yet mature--developed and respected by popular athletes both past and present, whose icon remains a "swoosh" printed both large and small on many different forms of apparel. The "swoosh" constitutes a dream of being the best bec...
Can you imagine playing the game of basketball without a three point line? Basketball has constantly changed throughout history and continues to change today. The National Basketball Association has risen in popularity and is now one of America’s more popular sports. Because basketball continues to be a popular sport, a fan should learn about the origin of the NBA, how the game evolved from the late 1940s to the early 2000s, and how the players today impact the way it is played.
Nike recruits brand ambassadors from different parts of the world who top in athletes and who are having a good following in the public, which helps them to reach the audience that influences them to purchase the Nike sportswear. (MichaelSam85, 2011)
The marketing goals are: Increase customer retention, Increase eCommerce Sales, Increase our Community Involvement. The first goal specifically works towards reaching 60% repeat sales through different promotional strategies like emotional marketing and sponsoring different professional athletes. Customer retention is extremely important to maintain Nike’s market leader position. Increasing eCommerce is a major focus for Nike. Last year we were able to increase our eCommerce sales by a profitable 51%. Our second goal is to continue this trend by increasing online sales by 50% every year for the next four years. It is our belief that doing so will solidify Nike as a leader in the online athletic market. Nike truly believes that sport can change