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The Four Domains of Sports Marketing



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Chapter 2 The Four Domains of Sports Marketing McGraw Copyright 2010 by The McGraw Hill Companies Inc All 2 1 ri One of Our Dilemmas No Uniform Definition of Sport s Marketing Thus There Is No Agreement as to Exactly What Constitutes a Sports Product There Is Agreement that the Discipline Encompasses More than Putting Fans in Seats at Spectator Sports Events 2 2 Two Broad Domains As Noted in Chapter 1 there are two broad domains categories of initiatives germane to the discipline of sports marketing Marketing of Sports Products Marketing through Sports by Creating a Sports Overlay Platform 2 3 Important Statement attention to marketing tools is long overdue in the marketing of sports products 2 4 Products Germane to Sports Marketing Sports Products Nonsports Products 2 5 Sports Product Category 1 Spectator Sports i e a football game Live Audience Media based Audience 2 6 Sports Product Category 2 Participation Sports i e golf Attracting more Participants Getting Current Participants to Play More 2 7 Sports Product Category 3 SASS Sporting Goods Callaway Golf Clubs Apparel New Era Baseball Cap Athletic Shoes Air Jordan Shoes Sports related Products Souvenir Program 2 8 Nonsports Products Goods Services not directly related to a sport Anything not Included as a Sports Product such as cars clothes soft drinks razors Nonsports Products Are Often Sold by Creating a Sports Overlay or Platform 2 9 Level of Integration Traditional Strategies Sponsorship based Strategies 2 10 Traditional Strategies Employ the Basic Components of Marketing Strategy Target Market Selection Corresponding Marketing Mix Price Place Product Promotion 2 11 Sponsorship Based Strategies Employ an Official Sponsorship based Relationship with a Sports Entity Traditional Sponsorship Three Special Forms of Sponsorship Venue Naming Rights Building Sponsorship Endorsements Personal or Personality Sponsorship Licensing Right to Use Intellectual Properties 2 12 Basic Principles of Sports Marketing Details in



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