Sports Marketing

by Schaaf, Phil

• ISBN13: 9781573920193
• ISBN10: 1573920193
• Format: Hardcover
• Copyright: 1995-10-01
• Publisher: Prometheus Books

Summary

With in-depth interviews from both heavyweight sponsors and newcomers, Schaaf offers a fascinating inside view of how promoting products and services through sports sponsorship has become one of the largest industries in the world.

Table of Contents

Acknowledgments	13	(2)
Introduction	15	(6)
Defining Sports Marketing	21	(25)
Sports as a Consumer Decision	22	(3)
Who Are the Fans and Why Are They Important?	25	(2)
The Industry's Players	27	(3)
The Selling of Sports	30	(4)
Sponsorship Packages for Sale	34	(2)
Historical Images and Impacts	36	(2)
Evolution	38	(8)
The Event Triangle	46	(30)
The Event	47	(2)
The Audience	49	(1)
The Sponsors	50	(1)
Why Do Companies Use Events?	51	(2)
Financial Interdependence	53	(2)
Sales Vehicles	55	(2)
The Triangle at Work	57	(7)
Bringing the Three Paths Together	64	(1)
Event Sites and Facility Sponsorship Issues	64	(4)
Star Power--The Event Magnet	68	(3)
Root of Event Interdependence	71	(1)
Case Analysis: Totally Super	72	(3)
So Who Actually Attends the Game?	75	(1)
Big League Sports	76	(34)
Organizational Overview	80	(5)
Big League Motives	85	(2)
The Underpinning of Big League Fanaticism	87	(4)
Labor	91	(5)
But What Is a Player to Do?	96	(3)
Franchise Winners	99	(1)
Franchise Movement	100	(2)
Generating Big Revenue	102	(5)
A Benchmark Event and Legacy: The 1992 Dream Team	107	(1)
Dream Team II--The Marketing Continues	108	(2)
Turning Sporting Events into Sponsorships and Sponsorships into Promotions	110	(33)
Retail Promotions	111	(2)
Media Awareness and Traffic	113	(2)
Stadium and On-Site Event Promotions	115	(2)
Internal Marketing Tool	117	(1)
Product Introduction	118	(3)
Creating Sponsorships--The Profitable Event Turnkey	121	(4)
Who Controls the Promotional Inventory?	125	(1)
Events Create Sponsorship Opportunity	126	(3)
The Comprehensive Approach	129	(2)
Event ``Franchise'' Development	131	(3)
Mass Market Appeal	134	(2)
Summary--Three Thoughts on Sponsorship and Promotions	136	(1)
Case Study: Powerbar: Persistence Pays Off	136	(7)
Event Marketing to Scale	143	(26)
Historical Reference	145	(3)
As Event Revenues Increase So Do Event Costs	148	(1)
Niche Events	148	(3)
Looking at Events to Generate Publicity and Business	151	(3)
Selling (and Buying) Events	154	(2)
More on Event Franchise Expansion	156	(3)
Attracting Events and Franchises	159	(4)
Small-Scale Events	163	(1)
Individually Sponsored Tournament Events	164	(1)
Full Sail Ale: A Diversified Event Strategy	165	(4)
Understanding the Sponsors	169	(26)
Who Makes Sponsorship Decisions?	173	(3)
Key Questions a Sponsor Asks	176	(2)
The Importance of Retailers	178	(2)
Other Sponsor Priorities	180	(1)
The Issue of Barter and Trade-out	181	(1)
Cost of the Promotional Multiplier	182	(1)
The Importance of Timing	183	(1)
Security and Continuity in Sponsorships	184	(1)
Sponsor Service	185	(1)
Sponsor Analysis	186	(3)
Why the Athletes Thank the Sponsors	189	(1)
A Sponsor's Perspective: Great Western Bank in Its Communities	190	(5)
The Media and Broadcast Industry	195	(40)
The Industry	196	(5)
Industry Breakdown	201	(7)
Ratings	208	(2)
The Subsidy Mechanism	210	(2)
Rights Fees	212	(3)
Television Spreads Popularity	215	(3)
Credibility	218	(2)
The Rate Card--Supply and Demand	220	(2)
Inventory Creation	222	(1)
The Perfect Vehicle	223	(1)
Ethics	224	(3)
Are There Negatives to Broadcast Advertising?	227	(2)
Don't Forget the Print Media	229	(2)
Conclusions?	231	(1)
Case Study: The USA Network in the Sports Market	231	(4)
Licensing and Merchandising	235	(21)
The Big Four of Merchandise Sales	236	(3)
Licensing Magic	239	(3)
Industry Expansion	242	(3)
One Licensing Offer	245	(2)
Licensing as a Promotional Piece	247	(2)
Autographed Memorabilia	249	(2)
Merchandising	251	(2)
Licensing in Promotions	253	(3)
Sporting Goods and Lifestyle Marketing	256	(17)
Industry Context	261	(3)
A Prominent Company in the Marketplace	264	(2)
Home Fitness	266	(1)
International Dimensions	267	(1)
How about Those Retailers?	268	(1)
Statistics as a Yardstick of Success	269	(1)
Maintaining the Games for Everyone	270	(3)
Endorsements	273	(24)
Timing as the Endorsement Catalyst	275	(2)
Endorsement Structure in the Marketplace	277	(2)
Opportunity	279	(2)
Endorsement Trends	281	(1)
Types of Endorsements	282	(3)
Buyers and Sellers	285	(9)
Endorsement Tie-ins	294	(1)
Reality of Endorsements	295	(2)
Sports Marketing Buyers and Sellers	297	(15)
Fans Are the Focus	298	(1)
Sales Equation: Locating a Buyer	299	(2)
Working in the Sports Marketplace	301	(2)
Threatening the Buyer-Seller Relationship	303	(2)
Sports Marketing Profile: Robin Carr-Locke	305	(7)
Future Issues in Sports Marketing	312	(17)
The Main Issue	313	(1)
Legislation	314	(1)
The Future of Broadcast Interests	315	(4)
Infomercials as an Advertising Strategy	319	(1)
Ethical Issues	319	(1)
Facilities and Their Franchises in the Next Century	320	(2)
Some Basic Conclusions	322	(1)
Creating Opportunities in the Marketplace	322	(5)
One Subjective Suggestion/Solution to Sports' Woes: ``The Sponsor Cartel''	327	(2)
Notes	329	(10)
Glossary	339	(8)
Name Index	347