sports marketin

A detailed Summary of sports marketin

The business of sports is one of the fastest growing industries in the country. All over the world, many people participate as players and spectators in a variety of sporting activities, creating opportunities for the marketing of a company's goods and services. An important part of the business of sports is sports marketing, which revolves around understanding consumer behavior and motivating target markets to purchase goods and services. Sports marketing at Clemson University has many different aspects ranging from sports and technology and sport law to sponsorship and sports economics.

"Sports marketing is simply any sales or publicity-related activity associated with an organized sporting event (or events), its personalities, or the celebrity lifestyle of its participants" (Schaaf 22). There are two components of sports marketing: the marketing of sport and marketing through sports. Marketing of sport consists of the actual marketing of a particular sport such as football or baseball. This includes, but is not limited to, signage, endorsements, print media, broadcast media, billboards, and news media. Examples of marketing through endorsements are Michael Jordan wearing Nike shoes or Jo

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"For a promotion to be successful, it must be profitable. And to be profitable, it must enhance some, if not all, of the following goals: 1. Paid attendance, 2. Corporate tie-ins, 3. Sponsor value, and 4. Media coverage" (Helitzer 317). Promotions must increase the number of people at the event, or paid attendance, it also must enhance corporate tie-ins, which are signs or give-a-ways at the stadium. Sponsor value, or the value perceived by the sponsor must also be enhanced along with media coverage. Media coverage is enhanced by sending the local or national media sources bulletins about the events or by having press conferences. A strategy that a sports marketer must use is to stagger the promotional gimmicks throughout the event. If one staggers the promotion, then the audience is always aware of the event and looking out for the promotions.

"Sports marketing is one of the most difficult tasks here at Clemson University," states John Seketa. Here at Clemson University, the Athletic Department is responsible for marketing to the athletes, marketing corporate products to the fans, and marketing the event itself. Clemson must market to the athletes so that it can continue to have a successful program and continue to recruit champions. This includes things like Vickery Hall, "the number one athletic enhancement facility," its locker room and other facilities, and the coaches. Vickery Hall

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Approximate Word count = 1003
Approximate Pages = 4 (250 words per page double spaced)

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