Sports Entertainment Marketing A

Credit: 0.50
Course Preface
Core Code: 37-01-00-00-260
Printable Version: Sports Entertainment Marketing A (pdf)

Course Description
This is an introductory course which will help students develop a thorough understanding of the marketing concepts and theories that apply to sports and sporting events. The areas this course will cover include basic marketing, target marketing and segmentation, sponsorship, event marketing, promotions, sponsorship proposals, and sports marketing plans. This course will also delve into the components of promotion plans, sponsorship proposals and the key elements needed in sports marketing plans. Students taking sports marketing should have the opportunity to participate in DECA (student marketing leadership organization). DECA related activities and curriculum can be used as an approved part of all marketing classes.

Note: Primary course content, terminology, activities, projects, performance competencies and curriculum examples will be provided. Contact Utah State Marketing Specialist, Dale Stephens for specific information.

Core Standards of the Course

Standard 08.0903-01
Students will discover the world of sports marketing and the use of marketing to promote sports and non-sports businesses in sports.

• Define sports marketing, marketing, exchange, producer, consumer, etc.
• Describe the “Four (4) Ps” of sports marketing.
• Explain the marketing functions and activities related to each.
• Define & explain marketing functions (7).

• Describe activities to market a sports property.
• Define and/or simulate sports properties and marketing of sports.
• Understand why teams utilize marketing.
• Distinguish the different roles of people in sports.

• Describe activities to market non-sports products using sports.
• Explain reasons for using sports as a medium for promotion.
• Define: “borrowed equity”, promotion, and marketing through sports.

• Identification of the components of the event triangle: event, sponsor, fan.
• Describe the exchanges developed in the event triangle.
• Explain the effects of media broadcasting on the event triangle.

Standard 08.0903-02
Students will assess the fan’s role in sports marketing as a spectator & consumer.

• Recognize reasons why fans attend sporting events.
• Discuss the interests and attraction of sports for fans.
• Determine and discuss fan motivation and attraction to sports.
• Explain and evaluate fan attendance factors
• Compare and contrast audience, consumers, customers
• Identify different types of consumers.
• Identify sports fans as valuable target markets.
• Define: athlete, agent, market segment, specific target segments, etc.

• Identify and define types of sporting events.
  • Amateur, professional, other.
  • Organized and un-organized sports.

• Explain stadium as place of distribution.
• Define: attendance, gate, distribution, fan-fun event, etc.
• Discuss media distribution of events.
• Identify ways for fans to be involved in events.
• Identify event purchases – ticketing and media purchases.
• Discuss consumer media purchases (ie. DIRECTV & Satellite, Pay-Per-View).

Standard 08.0903-03
Students will assess the role of corporate partners (sponsors) in sports marketing.

• Describe reasons a company would be involved in an event or sports property.
• Define: business entity as a corporate partner; sponsorship as a process, etc.
• Use goals of sponsorship to develop/assess effective sponsorships.
  • Sales-- opportunities, merchandising, flow-through/pass through rights
  • Image – development, matching w/ event, branding
  • Target marketing – research & audience, traits
  • Relationships – hospitality & its use in customer relationships
  • Awareness – visibility, promotion
• Identify & discuss the desire for event exclusivity – importance in sponsorship.
• Investigate ambush marketing, its use, appeal, and ethical considerations.
• Illustrate how sponsors leverage sponsorship to maximize investments.

• Determine sponsorship goals & objectives & their use in sponsorships.
• Recognize major goals of sponsorship.
  • Increase sales; 2) develop image; 3) reach target markets; 4) develop target market relationships; 5) create brand & corporate awareness.
• Understand and discuss the concept of borrowed equity.

• Discuss SWOT concept & evaluation applications in sponsorship.
• Identify measurement opportunities.

Standard 08.0903-04
Students will assess the importance of event marketing and entertainment in sports.

• Explain event marketing applications to all components of “event”.
• Define: stadium, venue, team, league, athlete, event, etc.

• Concessions
• Merchandising opportunities
• Seating
• Staffing & training
• Personal Seat Licenses, Luxury Boxes, & season tickets

• Define Sportscape – all elements of marketing that make a game more than a game.
• Explore elements: aesthetics, music, color, smells, lighting, motion.
• Explore elements: parking, comfort, sponsor marketing, signage.
• Explore luxury box opportunities: for team & for sponsor.

• Discuss SWOT concept & evaluation applications in event marketing.
• Explore evaluations of:
  • Sales – ticketing – season – packages
  • Enjoyment – fan reaction & consumer evaluations
  • Return on investment – repeat purchase or event participation questions
  • Venue – capacity – perceived crowding

Standard 08.0903-05
Students will discover the importance and elements used in developing a promotion mix to market sports businesses.

• Determine sports marketing purposes for promotions.
• Recognize and discuss the role of promotion.
• Identify components of the promotion mix: advertising, personal selling, sales promotion, and sponsorship.
• Recognize and discuss media types, advantages, and limitations.
  • Internet
  • Newspapers
  • Television
  • Direct mail
  • Radio
  • Magazines
  • Outdoor
  • Other

• Determine a corporate partner’s promotion mix for a certain event/property.
• Develop an event promotion mix for a certain event/property which includes public relations, sales promotions, advertising, and sponsorship.

• Develop for a sports event the components of a promotion plan following DECA
• Guidelines for Advertising-Promotion Plan.
  • Promotions and advertising should promote the event to fans.
  • Personal selling efforts should be reflective of a sports property.
• DECA components of a promotion plan
• Itemized list of DECA Promotion plan components include:
  • Target market, media selection, budget, advertising schedule and campaign.
  • Ad layouts and commercials.
  • Reference DECA website as a resource and for performance indicators: www.deca.org.

Standard 08.0903-06
Students will discover the importance and elements used in developing a sponsorship proposal to attract non-sports businesses to sporting events.

• Investigate importance and use of marketing plans in sports.
• Explore existing marketing plans and their application in industry.

• Identify and discuss target marketing efforts of sponsors to fans at events.
• Identify and discuss the components of sponsorship proposals.
• Develop a sponsorship proposal for a sports marketing event.
• Include the required components provided for the proposal:
  • Description of the event or property offered for sponsorship
  • List of sponsorship objectives that match sponsor needs
  • List of sponsorship components (ie rights, benefits, or inventory)
  • Pricing of sponsorship

Standard 08.0903-07
Students will discover the processes used in developing a sports marketing plan for a team or event.

• Components should include promotion plan & sponsorship proposal completed in standard six.
• Discuss and develop outline for conventional / typical marketing plans.
• Explore existing marketing plans and their application in industry.

• Identify how a sponsor promotions and event promotion plans are integrated into a sports marketing plan.

• Identify how a sponsorship proposal and sponsorship plans are integrated into a sports marketing plan.

• Identify and explain the following required marketing plan components.
  • Executive Summary
  • Introduction
  • Situation Analysis
  • Target Market Identification
  • Goals
  • Strategies
  • Implementation
  • Evaluation
• Marketing plans may include other optional components as determined by teacher:
  • Scheduling, season summary, season preview, ticketing goals
  • Sales strategies, season promotions @ games
  • Game by game summary, price promotions/theme nights
• Reference examples and evaluation methods from the Internet.