Term
| What makes sports marketing unique? |
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Definition
| It is not all the same anything can happen. |
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Term
| As marketers what are we marketing when it comes to a sporting event? |
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Definition
| The competition and the uncertainty of the outcome |
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Term
| How many years ago did sports orginate? |
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Definition
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Term
| What two categories did sport develop in? |
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Definition
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Term
| Where did archery originate from? |
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Definition
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Term
| True or False Sport was meant for warriors not professional athletes |
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Definition
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Term
| In what year did the Olympic Games in Greece Last |
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Definition
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Term
| What stadium was the Olympics held in Greece? |
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Definition
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Term
| What Greek God was the Olympic held for? |
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Definition
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Term
| True or False the olympics games in greece was based on war activities |
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Definition
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Term
| By participating and wining the Olympic games who were you trying to earn favour for? |
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Definition
| The kings, nobility and rules |
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Term
| What sporting activity started in 310 BCE? |
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Definition
| Gladiatorial events in Rome |
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Term
| During the Gladiatorial competitions, what was the main purpose for men participating? |
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Definition
| The purpose of the event was for men to prove their worthiness |
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Term
| How was wealthy man classified during the gladiatorial events? |
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Definition
| it was an opportunity for rich men to show their value as a wealthy man. The more slaves betted the more money you have. |
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Term
| True or False during the Britain Highland games is when sports became more tribal vs ruling |
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Definition
| False the sports starting getting tribal during the Scotland Highland games in the 11th century |
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Term
What two sports allowed knights to fight against each other to get more land and peasants?
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Definition
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Term
| What team sport was considered the "first major" globalization sport and why? |
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Definition
| Cricket in 1300-1600 AD was considered the first team sport because England ruled most of the world |
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Term
True or False: Cricket brought families together to wager on the events to demonstrate their own value
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Definition
| False, wealthy men and land owners wagered on the events and business men brought their best men to show off and compete |
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Term
| Name the stages of the sport evolution |
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Definition
Foundation
Codification
Stratification
Professionalization
Commercialization |
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Term
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Definition
The development and implementation of rules
From 1Cgames 1D to regulated sport
Standardized, translatable, consistent
Breakaway leagues, sports, codes 26
the opportunity to move the sport around the world and have the rules remain consistent |
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Term
| When was hockey codified? |
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Definition
| Hockey started with a stick on a field and was first introduced in England on ice. It was codified in 1877 |
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Term
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Definition
| Dr James invented basketball in Massachusetts in 1891 because wanted to develop a less violent sport where a ball is thrown |
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Term
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Definition
| European basketball for women |
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Term
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Definition
1860s, 1870s, 1880s…
Formation of leagues, division of talent
Globalization of regulated sport
Closed vs. Open league formations…
Every country has different leagues and is playing the sport in different tiers |
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Term
| When was the first international sporting event |
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Definition
| 1896 in Athens, Greece. The olympics |
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Term
| Describe Professionalization |
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Definition
| This is when people started to pay to watch the talented athletes play |
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Term
| Describe Commercialization |
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Definition
Commercialization start seeing money coming and going
1960 is when sports marketing develops due technological inventions, televised sports, radio broadcasting
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Term
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Definition
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Term
| In what city started the business of Olympics and when? |
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Definition
| LA in 1984 because it gave us modern marketing and sponsorship of sports |
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Term
| Sport is not only about the game but also the experience, what factors play in the overall experience of the game? |
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Definition
| Merchandise, concession, sponsorship, |
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Term
| Give an example of product standardization |
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Definition
| Going to lids to purchase the same hat as everyone else |
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Term
| What is a service product? |
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Definition
| intangible, inseparable, heterogenous, perishable. The overall experience is different for different people |
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Term
| True or False: for a sporting event it starts out with the product being sold then extends to the experience of the game |
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Definition
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Term
| What is the communication of the specific product that fulfill the need of the consumer. |
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Definition
Marketing.
No product no link to the consumer nothing to market
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Term
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Definition
| High price, high quality return ie; $400 NHL jersey |
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Term
| Define penetration pricing |
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Definition
| Starts at a low price to generate market share, usually this pricing strategy is used when new products enter a market. Lower profit margins but selling larger volume |
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Term
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Definition
Low price allied to a commensurate change in product offering
Closely linked to identification/acceptance of market position
Acknowledging where you stand in the market ie; minor league selling half off season tickets
Acknowledging that you are offering the same value and quality as NHL
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Term
| Why do stadiums have a fan shop or stadium tours? |
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Definition
| To bring in more foot traffic. This brings in money for the stadium during off season and it also creates value |
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Term
| True or False: it is important to understand the location because you need to consider the ease of access, transportation |
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Definition
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Term
What are you doing in terms of physical evidence for the consumer to justify the price they are paying
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Definition
Ie; sporting banner that showcases championships etc to communicate the value and conveying a specific meaning of the player to your fans
Physical evidence can include cheerleaders , volunteers that help deliver the experience and are dressed in professional gear
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Term
| True or False: From an organization point of view the process is important so things go smoothly. From a consumer point of view they will understand the process for next time |
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Definition
True: From an organization point of view the process is important so things go smoothly. From a consumer point of view they will understand the process for next time
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Term
| What are some strengths of advertising? |
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Definition
Highly visible
Achieves wide range of objectives
Create and maintain brand awareness
Develop and communicate identity
Impacts consumer behaviour
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Term
| What are some weaknesses of sports marketing |
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Definition
High cost, low return
Diminishing effectiveness?
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Term
| Name some incentives when going to a sporting event |
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Definition
ie; bobble head day or free tshirt day this is a way brining fans to the door and building your experience and value as a consumer so you can come back
- Opt in give your information ie; email to get an incentive such as signing up to get chosen to sit at the TD comfort zone VIP seating
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Term
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Definition
Licensor: company or individual granting the license
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Term
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Definition
Licensee: company or individual paying for the rights
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Term
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Definition
An agreement that gives a company the right to use another’s brand name, patent, or other intellectual property for a royalty or fee
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Term
| What is the benefit to licensing and give an example |
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Definition
licensing offers you to concentrate on your core competencies and transferring other responsibilities to someone else to create it ie; Maple leaf jerseys. Maple leafs gets another company to make the jersey
When licensor is making bad product, using 3rd world parties to create the product can influence your image
Potential risk when licensing
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Term
| How is sponsorship today? |
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Definition
Strategic and relational marketing communications tool
Defined and measurable objectives
Property and partner continually assess the overall strategic objectives of the relationship (target market capability, sales objectives)
Recruitment by ‘broader objective’ benefits, including: rights, visibility, networking
Activation + Leveraging!
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Term
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Definition
#1: Value and equity of sport
Brand image and attribute transference
Leveraged association with a valuable property
#2: Breaking through the clutter
Sport consumer awareness, affection, interest
Market segmentation, reach
#3: Sales and more
Opportunity to fulfill multiple corporate objectives
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