SPMT 270 Exam 4 (Waltemyer) with 100% correct answers 2024

Two Avenues of Sport Marketing 1. The marketing of sport products to the sport consumer ~ "Marketing of sport" 2. The marketing of mainstream and non-sport products through sport ~ "Marketing through sport" What is Sponsorship - " The acquisition of rights to affiliate with an organization or product (e.g. event) for the purpose of deriving benefits related to that affiliation" An exchange of mutual benefits between two organizations ~ Sport sponsorships provide a business with AFFILIATION, EXPOSURE, OPPOURTOUNITY to achieve its marketing objectives Previous Play Next Rewind 10 seconds Move forward 10 seconds Unmute 0:00 / 0:15 Full screen Brainpower Read More 1800s First athletic events in the U.S. were sponsored ( primarily by the transportation and tobacco industries) 1984 Summer Olympic Games in Los Angeles Factors of Sponsorship Growth - Communication - Credibility - Clutter - Coverage ( Media, Technology) Positioning (Fit) How well do two organizations fit together - Brand Image and Target Market - Association can add/ subtract credibility to org./ product Establish an emotional connection with the target market Sport-Brand loyalty Platform for Growth New markets Sport Sponsorship Platforms Individual (Athlete/ Coach) Team League Facility/ Venue Event Media (Broadcast) Sponsorship - Individual a platform for companies to develop a sponsorship based on the support of an individual athlete instead of a team or league. ~ examples: James harden (Adidas), Michale Jordan (Air Jordan), Alex Morgan (coca-cola) Sponsorship - Team a more appropriate platform for local and regional companies or companies with smaller marketing buds ~ examples: Dallas Cowboys (Lincoln), Texas A&M (Adidas) Texans (Papa Johns) Sponsorship - League Sponsorship promotions through a league ~ examples: NFL (Nike), NHL (Honda), PGA (FedEx cup) Sponsorship - Facility/ Venue one of the fastest-growing sponsorship platforms, most notably in the form of naming rights agreements. ~ examples: AT&T stadium (cowboys), Blue Bell Park (A&M baseball) H-E-B Center (cedar park) Sponsorship - Event enables companies to tie directly into the event atmosphere. ~ examples: Homerun Derby (T-mobile), PGA (Shell Houston Open), Boston Marathon ( Adidas), NCAA (Bowl Games) Sponsorship - Media/ Broadcasting occurs mostly in the form of broadcast sponsors. companies that purchase advertising or programming during sport-related broadcasts. ~ examples: SC top 10 (Facebook), CFB Playoff (AT&T), CFB Gameday (Home depot) Brands Products/ Services that communicate and interact with consumers through identifiable and unique experiences Brand Management Strategic craft of identity development in the marketplace through emotional connections & attractive characteristics Brand Identity Reflects the perceived value a company is trying to achieve in the market Benefits of Branding Essential in maintaining long-term financial visibility A strong Brand Identity is the foundation of consumer loyalty and brand equity A Strong Brand Identity ensures sustained revenue through -Popularity in the marketplace - Favorable social positioning - High-level consumers & deep commitment - Spread amongst consumers Brands in sport exist across a wide range of categories - Athletes - Teams - Sport products - University athletic brands - Sport media Brand Theories - provides a guideline to explain consumer behavior and to establish more effective marketing. Promotional campaigns - Theory also provides explanations into dynamics of brand management