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.
In this scenario, the marketing activities of Prince Sports, Inc. will be examined. Prince Sports manufactures a large line of tennis, racquetball, squash, badminton and table tennis products. The company also manufactures clothing, bags and other accessories that would be useful to individuals in those particular sports. The company makes use of multiple different marketing strategies based on the type of equipment, level of expertise of the player and the type of media outlets that are available.
Cotsonika, Nicholas (2009, Jun 9). Sponsor logos may show up on practice jerseys. Retrieved July 15, 2009, from www.freep.com
Williams, Peter. The sports immortals: deifying the American athlete. Bowling Green, OH: Bowling Green State University Popular Press, 1994.. 30-31
Throughout the years sports have become more popular in our society. The average American watches at least one of the major sports if not more, but how do these professional sports affect our economy? Many believe that they can bring more profit and jobs to an economy, but is that really the case, or do taxpayers spend a lot of money for a sports team that does not draw in the revenue it is suppose to?
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.
Zimbalist, Andrew S. Unpaid Professionals: Commercialism And Conflict In Big-Time College Sports. Princeton, N.J.: Princeton University Press, 1999. eBook Collection (EBSCOhost). Web. 27 Mar. 2014.
A decade worth of athletes has had the chance to eclipse Michael Jordan in the minds of the consumer. Yet even out of the spotlight Jordan remains the sports personality with the greatest endorsement chops in the U.S.”( Badenhausen).
This paper will delve into the changes that social media has brought upon Super Bowl ads and how this has translated into the present day brand awareness strategy that various companies have been utilizing. The Super Bowl is one of the most watched events in the U.S. and, as such, companies often attempt to capture the attention of the audience through a variety of entertaining and amusing commercials that are aired during the commercial breaks. It used to be the case that companies often attempted to top each with ever increasingly audacious commercials which were meant to get audiences talking about the company, thus creating a considerable degree of brand awareness among the general population (Barraclough, 2012). The result was that the constant one-upmanship by the various companies actually created a "secondary show", so to speak, wherein the advertisements that were telecasted during the Super Bowl became almost as relevant to the television audience as the main event itself. Such a state of affairs radically changed as a direct result of the development of social media and the need for companies to better connect with their customers through social media campaigns (Barraclough, 2012).
When looking into the history of our culture, there are many subtopics that fall under the word, “history.” Topics such as arts and literature, food, and media fall into place. Among these topics reside sports. Since the beginning of time, sports have persisted as an activity intertwined with the daily life of people. Whether it is a pick-up game of football in the backyard, or catching an evening game at the local stadium, sports have become the national pastime. According to Marcus Jansen of the Sign Post, more specifically, baseball is America’s national pastime, competing with other sports (Jansen 1). Providing the entertainment that Americans pay top dollar for, live the role models, superstars, and celebrities that put on a jersey as their job. As said in an article by Lucas Reilly, Americans spend close to $25.4 billion dollars on professional sports (Reilly 4). The people that many children want to be when they grow up are not the firefighters or astronauts told about in bed time stories. These dream jobs or fantasies have become swinging a bat or tossing a football in front of millions of screaming fans. When asked why so many dream of having such job, the majority will respond with a salary related answer. In today’s day and age, the average athlete is paid more than our own president. The cold hard facts show that in professional sports, the circulation of money is endless. Certain teams in professional baseball and football are worth over millions of dollars. Consequently, the teams who are worth more are able to spend more. The issue that arises with this philosophy is virtually how much more? League managers, team owners and other sports officials have sought out a solution to the surfacing problem. Is it fair to let...
This game of a stick and ball has captivated the United States during good and bad times. In either time most of us today can remember stories of players from the late 1800’s to early 1900’s. These are legendary figures in the sport of baseball that have are celebrated as hero’s and in scandal, i...
... from its most humble beginnings to now being the most viewed game and valued form of entertainment, the NFL and the Super Bowl have become a staple and reliable boost for our economy. Everyone knows about football and it is on pace to become, if not already, the most influential and dependent resource ever.
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 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.
Stafford, Marla R., and Ronald J. Faber. Advertising, Promotion, and New Media. Armonk, NY.: M.E. Sharpe, 2005
The commercialization of sports is illustrated by the amount of money that is involved in sport. Stakeholders in the sector are using lots of money to improve their performances with an objective of making profit. Sport has changed its form and dimension and longer only a source of entertainment, but a...