ADVERTISEMNET OF

SPORTING EVENTS

SANDIPAN BHATTACHARJEE- 84
BISWAJIT SONWAL - 81
 ADVERTISEMENT
Advertising is a form of communication
 intended to persuade an audience
(viewers, readers or listeners) to purchase
or take some action upon products, ideals,
or services. It includes the name of a
product or service and how that product or
service could benefit the consumer, to
persuade a target market to purchase or
to consume that particular brand

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 Types of advertising
Virtually any medium can be used for advertising. Commercial
advertising media can include wall, paintings, billboards, street
furniture components, printed flyers and rack cards, radio, cinema
and television adverts, web banners, mobile telephone screens,
shopping carts, webpopups, skywriting bus stop benches, human
billboards, magazines, newspapers, town criers, sides of buses,
banners attached to or sides of airplanes ("logojets"), in-flight
advertisements on seatback tables or overhead storage bins,
taxicab doors, roof mounts and passenger screens, musical stage
shows, subway platforms and trains, elastic bands on disposable
diapers,doors of bathroom stalls,stickers on apples in
supermarkets, shopping cart handles (grabertising), the opening
section of streaming audio and video, posters, and the backs of
event tickets and supermarket receipts. Any place an "identified"
sponsor pays to deliver their message through a medium is
advertising.

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Digital advertising

Television advertising / Music in advertising

Radio advertising

Online advertising

Product placements

Physical advertising

Press advertising

Mobile billboard advertising

In-store advertising

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 What is Sport & Entertainment
Marketing?
Sport & entertainment marketing are part of a larger body of
marketing known as “lifestyle marketing”
Lifestyle marketing can be defined as a strategy for seizing
the concept of a market by its most meaningful recurrent
patterns of attitudes and activities and then tailoring
products and their promotional strategies to fit these
patterns.
We will define sport and entertainment marketing as: all activities
designed to meet the needs and wants of consumers through
exchange processes.
Sport and entertainment marketing has 2 major thrusts: the
marketing of sport and entertainment products and services
directly to consumers and the marketing of other consumer &
industrial products or services, 5
How is sport marketing different
from other forms of marketing?
The sport product is invariably intangible and
subjective -- what each consumer experiences is
subjective-- it is subject to different interpretations
and also to different degrees. This couples with the
fact that when leaving a sporting event, the consumer
leaves with a memory compounds the problem for
sport marketers in trying to ensure customer
satisfaction.

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The sport product is inconsistent and
unpredictable -- There is no script that
guarantees the result -- nor can the sport
marketer guarantee the quality and
consistency of the performance.
Sport has an almost universal appeal and
pervades all elements of life -- Thus sport
marketers have a variety of target markets
and must create product variations based upon
price and time to provide opportunities for
involvement to a variety of these segments.

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 Sports and TV
Sports provide a scenario for what TV
does best -- live, dramatic, suspenseful
action
Televised sporting events (Super Bowl,
World Series and Olympics) often
rank among the highest viewed
programs of all time
Broadcast sports touch almost every
American household
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 Sports and Culture
Sports provide entertainment
Sports affect civic “pride”
Sports impact community development and
economic fortunes –
Sports often provide a backdrop for other
forces in society

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How is sport marketing different
from other forms of marketing?
Sport is both a consumer and an industrial
good -- sport is produced as an end product for
mass consumer appeal for both spectators and
participants while at the same time it is being
used by businesses as a way to reach their
consumers and to sell their respective products
and services.

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No business other than sport is
viewed so simplistically to the
point where the consumers view
themselves as experts in terms of
product knowledge --This is
exacerbated by the number of media
outlets --talks shows etc, devoted to sport.
According to Miller Lite Report 52% feel
they could play, 74% officiate and 51%
coach

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 Sports Broadcasting History
Invention of videotape (1956) and
satellite transmissions (1962) spurred
the growth of television sports.
ESPN debuted in 1979. IN India it
debuted in 1998 .

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Fundamentals of Sports Television

The owner determines the market value of the

television rights and then seeks the highest bidder
for those rights. The owner may be an individual
team, a league, a conference, etc.
Rights’ Fees have escalated over the last decade.
These fees help pay salaries for athletes and
provide income for teams, leagues and conferences
or the event promoter.

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 SOME OF THE MAJOR
SPORTS EVENTS
FOOTBALL
CRICKET
TENNIS
OLYMPICS
HOCKEY
GOLF
BASKET BALL
F1
MOTO GP
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 Opportunities in the Sports Industry
There are 13 major career areas in sport: event suppliers, event
management and marketing, sports media, sports sponsorship, athlete
services, sports commissions, sports lawyers, manufacturers and
distribution, facilities and facility suppliers, teams, leagues, college
athletics, and finance
Marketing & Public Relations

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Problems of Televised Sports
Pressure to win
Creation of inflated sports environment
Control over starting times and time outs
Advertising sponsorships
Sports created for television (XFL, WWF,
WCW, Extreme Games)
Cross Promotion
Ownership Issues
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