Descripción del sport marketing

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CHAPTER 11

Sport Marketing
OVERVIEW
The principles and tools of sport marketing are essential knowledge for sport managers to be able to position their sport club, player, code or event in the highly competitive sport market. This chapter examines the marketing of sportingorganizations, sport leagues and codes, players and http://www.download-it.org/learning-resources.php?promoCode=&partnerID=&content=story&storyID=19957 athletes, sporting equipment and merchandise and sporting events. The purpose of this chapter is to overview the key concepts of sport marketing, with special emphasis on the process of sport marketing as outlined in the Sport Marketing Frameworkprovided. After completing this chapter, the reader should be able to:  Explain the key concepts of sport marketing  Describe the process of sport marketing using the steps of the Sport Marketing Framework  Define the role of strategy, positioning and branding in sport marketing  Understand how to deploy the sport marketing mix.

DEFINING SPORT MARKETING
Marketing generally refers to theprocess of planning and implementing activities which are designed to meet the needs or wants of customers with particular attention on the development of a product, its pricing, promotion and distribution. Marketing seeks to create an exchange, where a customer or consumer relinquishes money for a product or service that they believe is of equal or greater value. Sport marketing is focused onsatisfying the needs of sport consumers, or those people who use sport-related goods or services through playing sport, watching or listening to sport, buying merchandise, collecting memorabilia or using sporting goods. There are two dimensions to

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C H A P T E R 1 1: SportMarketing

sport marketing: the marketing of sports and marketing through sports. The first dimension is the marketing of sport products and services directly to consumers such as sporting equipment, professional competitions, sport events and facilities and recreational clubs. The second dimension involves the marketing of other, non-sport products and services through sport. Some examplesinclude a professional athlete endorsing a food or fashion brand, a corporation sponsoring a sport event or even a drinks manufacturer arranging to have exclusive rights to provide their products at a sport event. In order for a sport organization to be successful, it must mean something to sport consumers. In practice, this demands that a consumer is aware of the sport organization, its brand and theproducts or services it offers, and has responded to them in a positive way. The process of cultivating such a response is known as branding and, when a sport brand has carved out a firm place in the market and in consumers’ minds, then it is said that it is positioned. The consequence of successful branding and the acquisition of strong market positioning is an ongoing relationship between a sportbrand http://www.download-it.org/learning-resources.php?promoCode=&partnerID=&content=story&storyID=19957 and its users. Sport marketing is therefore best understood as the process of planning how a sport brand is positioned and how the delivery of its products or services are to be implemented in order to establish a relationship between a sport brand and its consumers. This may be achieved bythe marketing of a sport brand or marketing through a sport brand.

THE SPORT MARKETING FRAMEWORK
The Sport Marketing Framework puts the sport marketing definition into practice by providing an approach to meeting sport consumers’ needs. The Framework outlines a step-by-step process for planning and implementing the key principles of sport marketing. The Sport Marketing Framework involves four...