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nike v reebok essay
sports sponsorship literature review
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Sponsors and Sports
In the world of sports, everything from the cups the athletes drink from to the stadiums they play in is up for grabs. The four major sports are a playing field for the teams as well as major companies hoping to influence the public.
While there are some positives and negatives to sponsors, a line has to be drawn somewhere. The four major sports, Major League Baseball, the National Basketball
Association, the National Football League, and the National Hockey League all generate millions of dollars from sponsors each year. Individual athletes themselves command large endorsement contracts that in many cases exceed their own salaries. And although the heads of these sports try to limit the influence of companies, they are still a major part of every game played. One of the more widely known sponsors of sports is Nike. Their rivalry with Reebok and other shoe and apparel companies is seen on television and on the playing field.
Advertising their company is the major concern when displaying their logos in sports. Beverages, fast foods, credit cards, automobiles and a wide variety of companies spend their money on sports related ventures. They spend big dollars to name stadiums and arenas after their companies. Television gives these companies even more chances to influence the public with commercials that companies might sometimes pay up to $1 million for. The uniforms that the players wear are now being made my different manufacturers whereas five years ago each league had all their teams wearing the same brand. The equipment being used is also made by different companies. No matter what is being fought for, sponsors create good and bad influences in each sport. Major League Baseball is recognized as the most popular sport. They also play the most games which is a plus to sponsors. Each game is seen as a chance to spread word of their company.
But MLB seems to be the least affected team wise by sponsors. This is probably because of the strict rules set forth and also because of recent work stoppages and labor disputes. MLB was once the leader in innovative ideas involving sponsors. Billboards are placed around the stadium in strategic spots that will be noticed by fans and television. Stadiums are now being renamed by companies willing to spend millions to have the stadium named after the company such as
3Com Park in San Francisco. These short term deals can create a problem in the future though. Athletes are not as widely chosen for endorsement contracts as in other sports. This is probably because many players cannot make a huge
The National Football League (NFL) and NASCAR thrive on sponsors and vice versa. An NFL game is by far the most watched single game event in the country and gaining popularity exponentially worldwide. Their championship, the Super Bowl, is arguably the most watched television program in that particular year. In NASCAR, the Daytona 500 is their “Super Bowl” and is a very large event in its own right. Corporations all over the world jump on these mega advertising vehicles with the hope that their name is popularized which will result in profitability. In many cases, most of those who do buy airtime during NFL games, the Super Bowl, and during the major NASCAR races are very visible names and products that we already know about. Most of the time, these companies are trying to market new products or products that have been enhanced.
A. Major League Baseball owners have voted to contract the league and disband 2 of the 30 teams in the league before next season.
Winfree * , Jason A., McCluskey, J. J., Mittelhammer, R. C., & Fort, R. (2004). Location and attendance in major league baseball. Applied Economics, 36(19), 2117-2124. doi:10.1080/0003684042000287664
The sphere of sovereignty that this situation involving privately owned sports franchises seek public financing from state and local spheres of government to maximize the sport teams bottom line. Many organizations in many localities have been involved in using public money to benefit themselves financially. For example, the Yankees and the Mets in New York, the Milwaukee Brewers, Seattle Washington’s sport teams, and Pennsylvania. “Of the thirty-one plans that have been put to the voters, a vast majority (84 percent) were eventually approved. The remaining five (or 16 percent) that did not receive voter support were eventually
In the last decade, almost all the big cities in the United States, and a few small cities as well, have battled with each other for the right to host big league franchises. Cities spend hundreds of millions of dollars to build new stadiums and offer enticements to private franchise owners. Politicians often push for stadiums and other favors to teams despite not having support from neighborhoods and general opposition across the whole city, especially where these high dollar stadiums would be built.
For a start, sponsorships can be risky. For example, overexposure can take a negative effect on the artist and his or her song. Many people are tired of hearing the same song on the radio, television, and at the movies after a countless amount of times. According to paragraph 8 of “Selling Out Not Worth the Risk,” Moby, an electronic artist, released his album called Play in 1999. He licensed each one of his 18 tracks. Fans then lost interest because they heard this everywhere on the radio, on commercials and movies. In many other cases, a record label who owns the rights to the artist’s music licenses the song to another company. Once this happens, the artist would not have any control over how the music can be used. According to paragraph 9
The teams which are in New York, Memphis, Chicago, Birmingham, Las Vegas, Orlando, and San Fransisco.
I believe soccer is the most popular sport or else they wouldn’t have their own championship of the whole world. It just goes to show you that soccer is getting more and more popular. In 1930, 434,500 people attended the World Cup and in 1994 there were over 3.5 million people who attended that World Cup.
Conway, Chris. "A Sports Marketing Success Story." Sports Networker. Sports Networker, 2012. Web. 8 December. 2013.
Have you ever wondered how much money these guys make? Well let’s take Call of Duty Modern Warfare 2. It took about 200 million dollars to produce and they sold 500 million dollars’ worth of copies. Take 500 million and subtract 200 million, 500 subtracted by 200 and that equals 300, and you get a profit of 300 million dollars! They made a lot of money and because of that they created a lot of other games.
Sports have been around for thousands of years. The history of sports in United States began back in the 1840s. United States is a very unique country when we look at its sports, just like every country has a different structure of sports so does US. This paper will be taking about the Sports Organizations and Governance, the sports industry, sports organizations, and Structure of sports in the United States. It will also cover the Sport in the United States vs. Other Western Democracies by taking a look at the State Political, historical context, team objectives, and sports organizations. It will also cover the uniqueness of American sport as well as cover the mass participation and give recommendations on how to increase participation and success.
Sponsorships are useful as a supplement to regular advertising; however, they are especially valuable as an advertising substitute in situations where advertising may be banned or limited. Sports sponsorship provides opportunities to reach audiences in four distinct ways: (1)during the prepromotion advertising and publicity for the event, (2)at the event site during the event itself, (3)during the live or delayed broadcast of the event, and (4)during postevent news reporting of the event’s results. Each time the sporting event is mentioned or shown in the media, there is an opportunity for the event sponsor to gain exposure, (Krapp, 50). Alcohol and Tobacco companies take great advantage of this. They sponsor sporting events or pay to have their advertisements in certain sports arenas and stadiums for just this reason. Multiple chances to have their brand or corporate name shown on television or by the people attending the sporting event. Yet by having these advertisements in the arenas or stadiums, the alcohol or tobacco company does not have to put up warnings with their advertisement like they have to do on their products and advertisements in publications. Significant brand exposure may be gained through event publicity, prepromotion, on-site signage, and telecast of the event, but unlike conventional advertising, there is no requirement for including health warnings or moderation messages, (Locke, 224).
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.
Commercialization is the process of introducing a product to either a mass or niche market. Owners, often, encourage such commercialization because it helps to expose their team or sport to larger audiences, which will help generate revenue. Commercial sport is something not all people are comfortable with or like. I think that it has its place within professional sports alone. But we are seeing it more and more at the college level with Div. 1 NCAA Men’s Basketball and Football. At an elite amateur level, like colligate sport, I think is where commercialization is a bad thing because it takes away from what amateur sport is really about which is participating in athletics while learning. However, the same cannot be said about professional sports. In elite sport, I think that it is almost a required concept. It’s something that is necessary for the survival of the sport itself. Without commercialization, teams wouldn’t be able to pay the players the salaries of their contracts
Advertisements are located everywhere. No one can go anywhere without seeing at least one advertisement. These ads, as they are called, are an essential part of every type of media. They are placed in television, radio, magazines, and can even be seen on billboards by the roadside. Advertisements allow media to be sold at a cheaper price, and sometimes even free, to the consumer. Advertisers pay media companies to place their ads into the media. Therefore, the media companies make their money off of ads, and the consumer can view this material for a significantly less price than the material would be without the ads. Advertisers’ main purpose is to influence the consumer to purchase their product. This particular ad, located in Sport magazine, attracts the outer-directed emulators. The people that typically fit into this category of consumers are people that buy items to fit in or to impress people. Sometimes ads can be misleading in ways that confuse the consumer to purchase the product for reasons other than the actual product was designed for. Advertisers influence consumers by alluding the consumer into buying this product over a generic product that could perform the same task, directing the advertisement towards a certain audience, and developing the ad where it is visually attractive.