Sports Marketing: Concepts and How To Apply It | The Sports Executive Path | Skillshare

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Sports Marketing: Concepts and How To Apply It

teacher avatar The Sports Executive Path, Sports Business and Management

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

10 Lessons (2h 29m)
    • 1. Introduction

      6:42
    • 2. Sports Marketing

      17:58
    • 3. Evolution Of Sports Marketing

      24:29
    • 4. Why Did Companies Start Investing in Sports Marketing?

      10:15
    • 5. Cases: Sports Marketing

      21:19
    • 6. Cases: Ambush Marketing

      12:43
    • 7. Careers in Sports Marketing

      4:09
    • 8. Interesting Facts and Figures

      13:25
    • 9. Future Trends in Sports Marketing

      31:07
    • 10. Conclusion

      6:34
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About This Class

Summary

Sports and marketing have long been entwined, and as the years go by, the connection between the two industries grows stronger. Marketing focuses on building solid connections with the consumer and making sure that the product or service offered provides value to consumers. Meanwhile, sports marketing focuses on building a connection with consumers through sports. Usually, a sports marketer is promoting a product or service towards the fans of a sport, athlete or team. Sports marketing relies on building strong connections with fans who take the place of regular consumers. Fans help to make sports marketing unique, and marketers should pay close attention to fans if they want to be successful.

Sports marketing has a long history, ever since the ancient Olympics sports were being used to promote towns and businesses. Now, thanks to the advent of radio, tv and the internet, there are more sports fans than ever. More fans mean more money, not just in the form of athlete wages but also in the amount of money businesses are willing to spend on endorsements. Modern sport has become full of big money sponsorships, and big brands can gain huge exposure due to being associated with a star athlete or major sports team. Red Bull, Procter & Gamble and Heineken are all examples of companies which have gotten it right by achieving a lot of exposure through sports marketing.

In the future, companies will increasingly turn to the internet and social media, in particular, to help promote their brands. Social media has grown massively in recent years, and the future will see more sports teams, organisations and athletes than ever using the platforms to connect with fans. Social media gives marketers the chance to see the direct impact of their campaigns and choose athletes for sponsorships based on their engagement with fans. Sports will continue to spread to new markets, and increasing adoption of female fans can open up new avenues for sports marketers who aren’t afraid to step out of the mould.

 

What You’ll Learn

  • What sports marketing is
  • The critical differences between sports marketing and regular marketing
  • The importance of fans and the differences between fans and consumers
  • What are target audiences and why are they important
  • How sports marketing first began
  • How radio led to an explosion in sports fan numbers and kickstarted modern sports marketing
  • Why companies first started to invest in sports marketing
  • How new technologies helped to spread sports to global audiences
  • What ambush marketing is and how marketing continues to adapt to new innovations
  • How future trends will continue to shape the face of sports and sports marketing

About the Author, Saam Momen:

I have a true passion for teaching! I have proudly taught university courses in Switzerland, USA and Brazil. My career spans over 15 years in the sporting industry with jobs at the London Olympic Bid Committee, UEFA, CSM and TEAM Marketing. I possess a Master Degree in Sports Management and an Executive Education diploma at Harvard Business School on The Business of Entertainment, Media and Sports. I hope that throughout this course you are able to have a wonderful learning experience! Please do not hesitate to reach out should you have any queries.

Why Choose This Course?

This course has been developed to broaden your understanding of sports marketing and the ways it has affected the sports industry over time. If you’re looking to start your career in the industry and would like to increase your knowledge, this is a great place to start. We’re not going to bore you with irrelevant information and out of date figures. We’ve designed this course to be up to date and filled with essential information that will help you to understand sports marketing better.

In modern times, marketing has become interconnected with the sports industry itself as it’s grown and developed. The sports industry is incredibly broad and continues to grow each year, both in terms of overall revenue and in total spending. As the numbers grow, so too does the need for sports marketers to be smarter and better prepared. This course is an excellent step in the right direction for you becoming a better and more rounded sports marketer who can adapt to changes. Even if you don’t plan to work directly in sports marketing, learning the foundations of the subject is a great way to improve your general knowledge of how things work in the industry.

Rather than focus on just theory and explanations, this course will help you to gain a deeper understanding by introducing you to real-world examples. Throughout the presentation, you’ll discover how sports marketing has been used both successfully and unsuccessfully. You’ll be able to examine lots of different examples of sports marketing which mostly come from the past few years, meaning they’re still relevant to today’s industry.

One of the best ways to learn is by looking at relevant case studies. Here you’ll be able to examine each example and learn about why the campaign was chosen, what made it a success and how that success can be replicated. Of course, you’ll also have a chance to learn about why a campaign failed and how to avoid making similar failures. These details can help you to plan or understand future campaigns during your own career. You’ll gain a deeper understanding of how brands can connect with fans and how brands use exposure to their advantage.

Whilst some courses might just focus on one side, we show you the benefits of sports marketing from multiple perspectives. Rather than gain a one-sided view of the industry, here you’ll be presented with a clear picture of how sports marketing affects sports themselves, sports clubs, athletes, the fans and sporting organisations. We’ll show you how sports marketing has changed each area of the industry and show you just how different the sports industry is today, thanks to marketing.

You’ll learn more about how sports marketing first began and what drives it to keep changing and innovating. The industry has come a long way in a short amount of time, and we’ll be exploring just what has caused this rapid shift. Instead of just focusing on the present day, you’ll be able to learn more about sports marketing through the ages and how the changing landscape of technology and consumers have altered sports as we know them.

Finally, you’ll gain a deep insight into how sports marketing will look in the future. We may not be able to predict the future, but by using our knowledge of the industry, we’ll show you future sports marketing trends. If you want to succeed in the sports industry, you’ll have to stay ahead of the pack and innovating is a big part of that. This course can help you to learn and understand what a sports marketer needs to do to adapt and change with future trends.

This course is designed to give you the best possible understanding of the industry, letting you learn from real examples and discover just how sports marketing has evolved and changed over the years. For those looking to start their careers in sports or sports marketing, it represents an excellent way to broaden your knowledge of the subject. Sports marketing is an incredibly diverse and complicated field, so it makes sense to take a course which is serious about the topic.

Meet Your Teacher

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The Sports Executive Path

Sports Business and Management

Teacher

The Sports Executive Path is an online platform created to help anyone interested in gaining knowledge about sports management and the sports industry. Entering the world of sports is notoriously difficult and challenging, competition is fierce and jobs at the top of the pyramid are scarce. Through our courses we will provide guidance and tips, explain myths and grant access to valuable information for anyone wanting to enter this vast and exciting world.

 

The Sports Executive Path was founded by Saam Momen. Saam is an independent business professional who has over 15 years of involvement with the world of sports. His involvement with the sports industry started in a series of world-class sports events in Brazil. Further knowledge was acquired when obtaining a M... See full profile

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Transcripts

1. Introduction: Hi, My name is Sam Woman, and welcome to this course on sports marketing. Before we start, I'll give a short introduction about myself. I have had the privilege of working for over 15 years in the sports industry and companies like you A. For the governing body of European football, great sports marketing agencies, such a CIA, salmon T marketing, the London 2012 Olympic bid Committee, as well as dozens of other sports related projects. In this course, we will be talking about sports marketing, which focus primarily on building a connection with consumers through sports. What you learned in this course is the following. What sports marketing is the critical differences between sports marketing and regular marketing, the importance of facts and the differences between fans and consumers. How sports marketing first began how radio alleged with explosion and sports find numbers and kick started modern sports marketing While companies invest in sports marketing. How new technologies help to spread sports to global audiences? What ambush marketing is on how marketing continues to adapt to new innovations on how future trends will continue to shape the face of sports and sports market. The idea is that not only this course, but all future courses are actionable and that you can implement the ideas immediately. There is a workbook in the project segment to write down not over your notes, but to provide links toe all relevant content discussed in each chapter. If you have missed the course is produced before, feel free to watch them here. So without further ado, let's begin. Hello and welcome to this course on sports marketing. Sports marketing presents a way for brands and companies to interact with fans and market themselves to their intended audiences using the power and global reach of sports. Although sports marketing has been around in some form for a very long time, we're going to take a look at the ways in which it has helped to shape the modern sports industry. Sports marketing is the use of sports to promote something either a product or service or something related to the sport. Sports marketing is a big part of the reason for the massive global reach of sports and part of the reason why athletes are so well loved and can earn so much money. Sports have always been loved by people throughout history, but It was only at the turn of the century that businesses really started to take advantage of this potential rather than just seeing sports is a game sports marketers have to see. It is a way to reach their target audience and build a strong connection between sports fans and their brand. Sports marketing allowed sports to be monetized, taking them from something that people casually played for recreation to forming an ultra competitive bidding dollar industry. Whereas before sports have always been something played, too. Small crowds of people live sporting events are now stream directly around the world and consumed by millions of people at a time. This change in viewing numbers is at least partly thanks to sports marketing, and it's easy to see its influence on your favorite sport. Athletes are now often seen as mega stars who can earn millions of dollars just in endorsement deals. This increase of money into the sports industry has led to players getting stronger, faster and smarter. As the amount of money in the game has increased, so too, has the risk a new reward for both successful teams and successful marketing departments. Over the course of this subject, will cover the basics of marketing on how it's involved in sports around the world. We'll discuss how sports marketing has changed and evolved over the years from its humble beginnings to the giant industry it is today. You'll be able to learn all about how marketing has affected the way sports air plate and consumed throughout history. We'll take a look at how technology has changed sports on the ways in which future developments in technology and market trends will affect the future of sports. There will also be information on how marketers tried to predict and analyze thes trains throughout the course will examine real examples of sports marketing in action. We'll discuss what exactly made them successful or even unsuccessful. We're also going to review all of the different areas that sports marketing effects. We will look at how marketing is used across the industry. There will be an opportunity to learn about how sports marketing effects, different areas of the sports industry and the many different job opportunities that are available. For marketers, working as a sports marketer doesn't just mean working at a marketing agency. There are plenty of different job positions in all the areas a sport, and we'll take a look at some of the biggest examples. You have a chance to look a real world. Examples of successful I'm not so successful sports marketing campaigns. We will dissect each one to give you the chance to learn more about our campaign succeeds on what leads to failure. It is important to be able to learn from real life examples, and looking at case studies of sports marketing is a great way to do that. We will also examine recent sponsorship and endorsement deals across different sports. Through this, we can learn about the violence companies place on difference events and discuss what a company can hope to gain by spending millions on sponsoring a mega event like the Olympics or the World Cup. Perhaps most importantly, we will take a look at the ways in which sports marketers adapted to changes in the market or rewrote the rules. To be successful in marketing, you need to be able to be creative, adapt to changes and take risks, and sports marketing is no different. We will look at the sports marketer who helped to rewrite the rules whilst also adapting successfully to changes in sports and the market 2. Sports Marketing : sports marketing. So the simplest way to define marketing is that it is the promotion and selling of goods and services as it's linked to advertising. It's often associated with looking to sell at any cost and get consumers to show you the money. Marketing is more often about building relationships with your customers and making sure they are satisfied. However, this is all about attracting new customers on having successful relationships with your current customers is one of the best ways to do that. Rather than just being focused on money markets is have to ensure that the service or product being promoted is given value to the customer. Sports marketing is a subdivision off marketing and focuses on two separate branches. The first branch is marketing. Are there a sports team or sports event? This usually involves promoting a brand such as the football club, Real Madrid or events such as the Olympics. The second branch involves using the sporting event or team to promote a product or service an example. This sponsorship of clubs. This type of sports marketing can be used to advertise either a brand, such as a company name or a physical product like merchandise. So what are the goals of sports marketing? The aim of any markets here is to provide their client with strategies on how to best promote their brand product or service for sports marketing. The premise is the same. Only this time it's either specifically promoting a sports club event or brand, or it will be using a sports club or event to advertise this product or service the sports marketing mix. Traditional marketing focuses on four main areas known as the four piece. These are price, product promotion and place for sports marketing. We take those four peas and add an additional four planning, packaging, positioning and perception. Together, this makes up the sports marketing mix. The first P of marketing focuses on the price. The price of the product or service that you offer is something that should always be tailored carefully to the current market and marketing. You have to always evaluate the price and respond to changes in the market. As a marketer, you control the price and should always be open to changing your pricing structure. Where needed. Next step, we have product. When it comes to marketing, you have to be able to assess your product or service. Honestly, you need to ask yourself the question. Is our product well suited for the market and customers you're targeting? You should be able to look at what you're offering and compare it to that of your competitors. If your product isn't superior, is there a way to develop it to be better? Thirdly, we need to focus on promotion. Promotion is the way in which we tell potential customers of all of our services on how with a market to sell to them. Small changes in how you promote a product can make a big difference to sales. It's important to experiment with different methods of promotion. You should also be aware that just because something works today, it doesn't mean it always will. Your strategy will need to be updated over time for our final P of traditional marketing. We have place ultimately placing your product down to taking two big boxes for your intended buyers. Accessibility and convenience. The birth of e commerce has given this P a whole new set of possibilities. Today's customers are likely to interact with your brand across a range of platforms in space is, for example, a custom. Let me try on an outfit in a high street shop and then make their purchase later online, where they could be discounts available. On the other hand, when purchasing something larger, such as a mortgage for a new car, the transaction itself is more likely to take place in person after researching suitable options online. Our first P of sports marketing is planning when it comes to producing and your marketing strategy. Planning out each stage is important. The plan should define the aims of the marketing strategy and taken to account the budget. That will be a lot for we going from planning. We have packaging. This refers to the way in which a product or service appears. Rather than talking about what kind of box it comes in, we need to focus on the general impression the product or service gives. This includes every aspect off its presentation, including the appearance of staff, the way the location looks and how any brochures or promotional materials look next. We have positioning position looks at the intended audience and helps to design the product or service around this When coming up with a marketing strategy, you should use target market analysis to gain a thorough understanding off the target market. And finally, let's talk about perception. The way customers perceive your product, service and company is one of the most important things to focus on. What do customers really think about your products? You can think about the idea impression you'd like to leave on your customers and how you can improve aspects of your service to reach this. So who is sports marketing? Ang guts? That would be the target audience, and part of marketing is figuring out exactly who your target market is. It's important to Taylor both your product or service and your marketing towards your target audience to achieve the best possible results. The target ordnance you're aiming for will depend on the product or service you're offering . There'll be a group of people who are most likely to buy your product and will often share characteristics such as demographics and behaviors, an example of effective use of sports marketing. Using the target audience would be that this girl can campaign by the English Sports Council. This was an ad campaign designed to lower rates of a bestie through athletic participation . The target audience was regular people, particularly women, who were more risk of developing capacity. The ad featured regular, everyday women rather than super fit athletes to motivate the average woman to also take parts because of the effective use of a target audience. The campaign was a success, with a video being widely shared on the hashtag still being used to that. I didn't Mississippi from the damn I'm the hottest ramp and nephew woman. Stop me now women. - I'm record. So both traditional marketing and sports marketing make use of target audiences to effectively targeted demographic that's interested in their service. The way the two types of marketing differ is who their target audience is made up off with traditional marketing. You're aiming your marketing strategy at the consumer. The consumer is a person or group of people that buys goods or services. The particular consumer you want to focus on is part of the target demographic that you're focusing on for sports marketing rather than traditional consumers. We instead have fanatics or friends as they're more commonly known. Affirmed is an ardent devotee of a team sport, or part in particular athletes, and it will typically be a lifelong enthusiast. The difference between the consumer and the fanatic is ultimately what one of the biggest factors in causing differences between tradition, marketing and sports marketing. The loyalty of friends to the club, a sport that they follow changes the dynamics of the market, marketing goods and services versus sports marketing. Overall, there are eight different dimensions to examine toe. Understand the differences between marketing goods and services and sports marketing. We're going to be taking a look at purchases, adoption promotion and media distribution channel, product price facilities and competition. When it comes to purchases, we're talking about who is buying the product or service that's on offer. In the case of traditional marketing its customers for sports marketing, we have fanatics that are buying the products. Adoption is the process by which a consumer goes through when deciding whether or not to buy a new product after adoption is successful, we have brand loyalty for consumers. Brand loyal to use your results purchases with a low amount of switching between brands. When it comes to sports, marketing fanatics psychologically identify with clubs or athletes, which often goes beyond loyalty. The adoption process off fanatics is based on passion and generally results in a lifelong connection to the ground. Promotion and media refers to any type of marketing communication, which is used to inform target audiences about the product. When we talk about the promotion of goods and services, the company will pay media for promotion. This will be in the form of ads off other promotional media for sports. Marketing. Promotion and media are typically involved when fans, sponsors and the media paid to promote the brand club with sports. But the distribution shallow is a chain of businesses for intermediate agrees that a product or service passes through before reaching the consumer. Examples of distribution channels include wholesalers, retail stores and even the Internet. Distribution channels for traditional goods and services tend to be Hurley static on our site. Limited by this, we mean that once the distribution channel has been established, it will not normally be changed. Sports marketing distribution channels will often be more dynamic. Changing the method off distribution. Multiple channels may also be used. It's important to make sure that the different distribution channels don't interfere with one another. The product is the merchandise, goods or service that's being sold for products traditional marketing will often deal with adapted products these air those that are already created and are being adapted to be suitable for new markets and consumers. When expanding into new markets, particularly internationally, you will often need to adapt and change a product toe a line with a new audience. When we examine the sports and entertainment industries, we often see that products are often produced with the global market in mind. The global product is one which is marked it across several countries with the same brand name features and specifications. There is less of a need to adapt to international markets when it comes to sports and entertainment prices, also something that often differs greatly between traditional goods and services, marketing and sports marketing. When it comes to traditional goods and services, the customer will pay a set price for the product. For the sports industry, fans will often pay in two parts. Often they'll be ticket sales where fans have to pay for the rights to part tickets. Friends are also charged additional costs when attending the event, paying for food and beverage plus merchandise when it comes to facilities. Traditionally, the owner of the business will pay for their own facilities to use for sports facilities can sometimes be paid for by the taxpayers for the government. A recent example of this is Westerns. London Stadium. Originally developed as an athletic stadium for the 2012 Olympics, the London stadium was renovated toe allow it toe hold football matches. The stadium was the least toe Western football club to reduced rate, with a taxpayer covering most of the cost of the stadium, including continued upkeep. Competition occurs at all levels of business and marketing in traditional goods and services. Individual branding is necessary to stand out and compete against other businesses. Individual branding is when different products released by the same company all feature their own unique brandy. This allows the same company to target different audiences and compete better against other businesses. In the sports industry, we see a lot more cooperative on contractual relationships between rival teas. As an example, fees between teams are discussed collectively when we new media rights or even manufacturing deals in American sports wire funds so important the sports industry is set apart from other industries due to fans and their loyalty. Fans will often stick with a club athlete or brand throughout their life and will go to extreme lengths to show their support. The definition of a fanatic is a person marked by excessive enthusiasm and intense, uncritical devotion. The world comes from fanatical, a Latin word meaning someone who's insanely but divinely inspired. Whereas goods and Services marketing aims to satisfy the consumer, sports marketing goes further by bringing not just satisfaction but extreme delight and excitement. The satisfaction of consumer occurs when their needs and expectations off the product are met. Satisfied customers mean a business is assured of future cash folk unless variation in future cash flow. The extreme feelings of excitement and joy that fans feel mean that the feelings of satisfaction often extend much further and lead to extreme devotion to the ground or club fanatics are also often much more resilient in the face of failure, feeling sadness in the face of defeat but not losing hope in their team. Sports marketing focuses on targeting funds and increasing fun engagement, personalizing the fun experience, rewarding loyalty and helping to create fans for life. 3. Evolution Of Sports Marketing: evolution off sports marketing. Now let's turn our attention to the evolution of sports marketing and how it has changed and developed through the years. Although sports marketing is a relatively new concept throughout the history of sports, they have been used as a way to market and promote goods and services, even all the way back in ancient Greece. The original Olympic Games were used by businessmen and groups to help increase their fame through affiliation with star athletes. That's right. Even ancient athletes and businesses knew the value of sponsorships and sports marketing. Recent decades have seen an explosion in the popularity of sports around the globe Is inventions such as the radio, TV and Internet have all increased the number of potential fans able to enjoy sporting events around the world. As the reach of sports has increased, So too, has the marketing potential of sports and athletes. Marketing featuring sports and athletes has grown. Is the impact that sports have on our lives has increased. Sport has become one of the most important and impactful institutions in modern society. The sports industry makes between 406 $100 billion per year. That's seven times the size of the film industry. The industry is still growing around the world to thanks to new technology and the opening up of new media distribution. Friends thes days sports are available on demand almost 24 hours a day. Athletes are more professional than ever and games air more exciting and delivered straight to our living rooms. In high quality definition, there's an endless news cycle and information stream about our favorite sports that helps to influence and persuade us. And sports marketing is part of that. Today's global athletes are huge commodities and, just like in ancient times, can earn big money through endorsements. Many athletes are able to capitalize on their image. Justus Muchas their athletic ability. Endorsements depend on the image of an athlete, and so modern athletes tend to look after their image much more to present themselves in a good light. The birth of sports marketing, sports marketing as we know it is more of a modern invention but has actually existed in different forms since ancient times. An Asian Greece, the Olympics were prestigious tournament where athletes from all over Greece would compete for glory in different sports. Originally started as a religious festival to pay tribute to the gods ears the modern Olympics air. Now one of the most celebrated in popular sporting events in the world, a nation Greece athletes had to train for a mandatory period to enter the Olympics. During this time, their training would take up most of the day, so they were unable toe work, regular jobs. The home city of each athlete would offer sponsorship, providing equipment, coaches and training facilities to their athletes. The ancient Olympic athletes would then be able to successfully train and compete in their sport, hopefully winning recognition and fame for themselves and on their city. Although a lot has changed since then, it seems our love for sports has always led us wanting to be the very best. Athletes compete against one another. Prizes in the ancient Olympics were small, but cities were still willing to risk their money in helping to prepare their athletes for events. This is because of the value which was brought to cities by promoting themselves through the athletes. The origins of modern sports market, the beginning of modern sports marketing as we know it can be tracked back to the 18 fifties in North America. During this time, businesses started to recognize the popularity of sports as a way to create commercial opportunities, effectively marketing through sport. In 18 52 a railroad official and a group of businessmen realized that they could potentially generate economic profits to holding a large event. The men put together the first ever intercollegiate rowing competition between Harvard and Yale. Spectators eager to see the competition flooded to the town on increased rail traffic, hotel occupancy and other spending in the town during the event. During the 18 fifties and sixties, the most popular sport in the U. S. A. Was baseball. Large crowds gathered to watch matches and businesses recognize the commercial opportunities available. Tobacco companies teamed up with a professional baseball league and started to use photographs of the teams to sell their products. The photographs were used to make baseball cards, which could be found in packets and traded through the years. The method of distributions has changed from originally being found only in cigarette packets to being found in packets of bubble gum marketed towards Children. And today baseball cards are still being produced, now available to buy separately. Thes early cards marked the beginning of the memorabilia and sports card collection market that exists today. These baseball cards helped to increase sales of products whilst also creating lasting brand loyalties with fans of the sport. Baseball cards aimed at Children using pop packs of bubble gum are also helps to increase fans of the sport, getting Children interested in baseball and the athletes from an early age and helping to create lifelong friends. The invention of the radio, the early 1920 saw the mainstream introduction of a revolutionary new technology that helped to change the way sport was consumed forever. The invention of the radio was a major turning point for the way in which we communicate. Radio signals could now be sent long distance, and people from all over the country could listen to live events for marketers, sports administrators and broadcasts. Is the radio was a dream come true? It allowed for live sporting events to be delivered straight into people's homes. No longer did sports need to rely on live audiences, which were limited by how many people could fit in a stadium. Now hundreds of thousands of people could enjoy sports no matter where they lived in 1921. The very first baseball was broadcast life in the United States of America. This NUS could hear announcers. We have a play by play account of the match while sitting in their living rooms. In 1927 the very first football match in the UK was broadcasted live over the radio as Arsenal played Sheffield United in the league. Listeners of the broadcast could use special number grids that were published in the radio Times to determine where the action was taking place on the pitch, as one commentator called the action, another read out grid references. As the decades went on and radios became even more popular in the home, sports organizations used the radio waves to advertise and promote sports markets. Is were able to reach the common man on advertising away. That hadn't been possible before the invention off the television sets. Although the radio provided a big leap in the reach of sports and sports marketers, it was nothing compared to the invention that followed. The television presented a new way for sports to engage in three or friends. The idea that a picture is worth 1000 words is more evident than ever when seeing the in fact the invention of the TV had on the presentation of sports. In 1937 the UK showed the very first TV broadcast of a football match as Arsenal played the arsenal reserves in a special showcase of the technology. Although the radio continued to be used during this time, television audiences grew as people were thrilled by being able to watch live sports. The growing number of television sets sold let to a steady increase in the number of sports fans in countries around the world. Sport was becoming more accessible and available to watch than ever before. TV continued to allow larger audiences to enjoy sports in the same way as the radio, but with a dramatic effect on fan engagement. No longer did funds need to use grids to guess where the players were. They could see the action unfolding in front of them all from the comfort of their own homes. As interest in the sports grew, so did the money and marketing opportunities. In 1946 radio and TV broadcasting revenues contributed just 3% of the total revenue off the major baseball league in the US in only 10 years that had risen to more than 16%. The identity air after sports started toe enter the home through TV and radio. Athletes soon started to become recognizable stars. The increased media presence of sports athletes home the link between audiences on the sport. The 19 sixties marked the start of what's now known as the identity era, where athletes were closely associated with brands they represent It examples include Mohammed Ali and added US Arnold Palmer with the PGA NFL star Jones Green with Coca Cola and Check Taylor with Converse. Markets are started using sport to establish a link with the consumers they targeted. As the presence of marketers in the sport grew, athletes start needing proper representation. The first sports marketing agency opened its doors as players were offered new opportunities to capitalize on their fame. The size and scale of endorsements and sponsorships also grew and evolved over time. A sports also route. The increasing popularity of athletes and sports meant that bigger deals could be negotiated and marketers were always getting their money's worth. In 1973 the first ever corporate sponsorship at the stadium venue happened as rich products agreed to pay $37.5 million split over 25 years for the naming rights to a stadium in the state of New York. Emerging sports brands such as Nike, Adidas and Puma grew and fought over the chance to sponsor top sports clubs and athletes for large money, helping to expose their brands and millions of consumers. During the seventies, new laws in North America meant that tobacco companies could no longer advertise on TV or radio. This meant that they had to find alternative marketing methods. Tobacco companies were able to avoid running afoul of the law by instead sponsoring sports events like Virginia Slims Tennis and the NASCAR Winston Cup. Throughout the years, TV audiences continued to increase, and more people than ever were exposed to sports. The's decades told the development of cable television Information of ESPN. The 1st 24 hour sports broadcasting network in your 1973 marked the first year that shirt sponsors started to appear in football. Shirt sponsorships were already common in South America. But when I'm trashed, Braunschweig featured the Jagermeister logo on their shirts. There were initially some raised eyebrows across the continents. The Bundesliga club were paid 100,000 German marks for around 28,000 years in today's money , And it wasn't long before other clubs followed suit in allowing shirt sponsorships, Coca Cola and mean Joe Greene in the phone video, we see NFL player mean Joe Greene, who played for the Pittsburgh Steelers between 69 1981. To this day, he's considered as one of the best defensive linemen in the history of the sport. He was a huge star in his day and was no not just for being an exceptional athlete, but also for being fiercely competitive and his intimidating style of play, which earned him his nickname. The advert was a huge hit for the public as it showed Green in a new light. People were able to see the true character of this larger than life athlete who sporting talents were so impressive. Coca Cola had struck gold with the advert as fans around the country all loved and respect . Joe Green. The advert was voted one of the best shown in 1979 winning a clear award and helping audiences associate Coca Cola with a highly respected and admired star. Athletes please. Mr Green? Yeah. You need any help? I mean, I just want you to know, I think I think you're the best ever. Yeah, sure. I want my coke. It's okay. You can have it. No, no, really, you can have it. Okay. Good. Smiling with the meat that it the 1980 saw the growth of sports continue as sports organization and athletes salaries Kyra rocketed clubs saw in an increase in economic and financial issues as competition and leagues increased. At the time, television revenues were now the biggest factor in the economics of clubs, and the money each side received from media contracts was important in the ability of clubs to recruit and pay top players. The 19 eighties became known as the Me Decade, with specific athletes and brands tailored towards marketing in individual sports in North America. Michael Jordan and Magic Johnson were huge stars in sports of basketball and form partnerships with Nike and Converse, respectively. In the UK, Luke was drinks became a household name, thanks to deal with highly successful Olympic decathlete Daley Thompson. Meanwhile, the biggest star in football, Diego Maradona, negotiated deals of Puma and Coca Cola. These endorsements netted Maradona more than $1 million a year on top of his club salary. The spark drug scandals and a sense of athletes were becoming more focused on money than the sport. Fans still flocked to watch their favorite superstars perform Attendances and viewing numbers continue to rise throughout the decade. The 19 eighties was one of the earliest decades the use of performance enhancing drugs started to become a focal point of media scrutiny, with new, authentic records being broken each year. It was hardly a surprise to many, and nothing seemed to stop the public's insatiable appetite for sports. Despite the scandals that broke sponsorships, deals were largely unaffected as companies realize the pool that their star still had over the public. Although sponsorship revenue endorsement deals were ever increasing, not everyone was happy to see increased interest interference from corporations and the sports. They love greater involvement from companies with met by resistance from some fans, media members and consumers. But this resistance was usually inconsequential. The 19 eighties also saw the emergence of a new marketing trend. Ambush marketing. This practice was born by Jerry Wolfe, was a marketing working for American Express ambush marketing refers to the practice of ambushing and events in order to compete for exposure from on other advertisers. A good example is the billboards and advertising holdings that are sometimes seen outside the stadium. When the march is shown on TV. The viewer see not just the advertising boards in the stadium itself, but also competing adverts outside the stadium. The 1982 World Cup following on from the sports marketing surge around the world. It was only natural to see marketing feature so prominently at the world's largest, most famous competition, the World Cup. The competition was hold hosted in Spain and saw officially commercial partners for the first time. Coca Cola was the first of many brands to see the value and using the sport of football to promote its products. Fuji Film and added US were also some of the original partners of FIFA, meaning that added US has the rights to produce the official World Cup ball. The competition saw the largest viewing figures of any previous events, including the Olympics on the moon landing. In total, more than 1.3 billion people from 93 different countries watch the World Cup in many countries taking part in the tournament. All daily activity stopped walls, their national team player, the global reach of the sport and the huge viewing numbers Is it attracted were likely a dream come true for the official partners, whose brands were now being advertised around the world to over a 1,000,000,000 people birth off the super leagues during the 19 eighties. Football in the UK had long being associated with hooliganism and violence, with events such as the highest stadium disaster in 1985 leading to English clubs being banned from European competitions. The start of the 90 saw steep decline in football related violence and hooliganism, however, as harsher laws and penalties were brought in to catch and punish offenders in 1992. With football in the UK now presenting itself with a cleaner image, the first division off the English Football League broke away to form the Premier League. In order to take advantage of a lucrative sports broadcasting deal offered by Sky Sports Between 1986 and 1988 TV revenue had increased from 6.3 million toe a huge £80 million At the time. This money was split between all teams across the four top leagues in England, the clubs in the first division's felt they were worth more than they were receiving. So formed their own league, negotiating a £304 million year deal over five years with Sky sports in other countries and sports. TV money also formed the majority of club revenues, and television became the driving force behind many of the major sports leagues in the world. The fall of communism in Russia and Eastern Europe also opened up. New markets for brands to advertise and sell to. Endorsements in football came under more scrutiny than ever after Brazil defeat in the 1998 World Cup. Considered by many to be the best team in the world and featuring stars such as Roberto Carlos, Cafu, Rivaldo on Ronaldo, the Brazilians were soundly beaten by hosts France in the final, losing three new After the result, Questions were asked about Nike sponsorship of the Brazil team and how much power the brand had over team selections. According to media Clauses and Nikes. Endorsement contract allow them to organize international pictures featuring players of their choice, something many fans believe was a sign of excessive meddling and could have led to issues in the school. The tech era The start of the new century marked the beginning of a new era in sports and sports marketing, the invention and proliferation of the Internet and other technology. So marketers find new ways to utilize sport to their advantage. The arrival of the Internet in all of our homes, as far to change and how much sports media we can continue. Whereas before most people could only watch what was available on the TV, the Internet provides fans with the ability to watch any sport of their choosing completely on the minds. You emerging markets markets such as China and India are becoming an increasing focus of sports marketers, as fans in these countries start to enjoy greater access to major sports needs. The introduction of social media has also helped to shape the way in which marketers, athletes and sports team are able to reach friends. Marketers are now able to tailor their ads to only be seen by their target audiences. Social media also helps increase fan engagement, increasing the psychological bond and the loyalty fans feel for their team. For athletes now we can take a look at the full timeline seeing how much time has passed since the very first sports marketers off course throughout history, sports marketing has existed in one form or another. But it wasn't until recently that sports history as we know it today began. We started with baseball cards and live events over the radio before everything changed forever with the invention of the TV. From here, sports marketer started to see value in player endorsements, utilizing the enormous star power of athletes and creating strong associations with their brands. The increasing popularity of TV meant that the World Cup could be utilized by huge branched , advertised to over one billion people around the world. Greater TV revenue also saw leaves separate to form super leagues such as the English. Primarily the New Century saw the start of the tech era as the Internet and greater availability off technology changed the way sports consume. Today, the tech air continues. His new records of sponsorships and marketing budget is our broken Each year today, the primarily makes more than £3 billion a year from broadcasting deals. Meanwhile, the 2018 Football World Cups on more than 3.5 billion people watched the event 4. Why Did Companies Start Investing in Sports Marketing?: Why did company start investing in sports marketing? So why did company start investing their advertising budgets into sports marketing? Well, people realized the advantage of exposing a brand to lots of people all at once. Sports marketing allows a brand to advertise to large numbers of people easily. There are a number of different ways for a brand advertised using sports TV or radio adverts during a match were one of the most common. Originally, as we're billboards or advertising signs in the stadium, endorsements with a club or athlete also became popular in the 19 seventies saw the beginning of logos appearing on shirts and football. What were the benefits of this kind of marketing? Well, for one, if a team is successful walls featuring the logo of your brand, your brand will be associate it with a great success story. Iconic moments in sports are often associated with brands. Thanks to shirt sponsors. Most fans of English football will remember great teams such as Manchester United wearing sharpened voter phone sponsored kids during their period of dominance in English football. Many fans will also think of purely when they think off intermittently. Athlete endorsements also have the potential to create positive associations, particularly if an athlete is well loved. On top of being successful mean Joe Greene and his endorsement of Coca Cola is a good example of this, as is rough on a doll representing night. But what about the disadvantages off course? It's true that sports marketing isn't always successful for every successful marketing campaign there will be also failures. Back then, the return of investment wasn't easy to calculate. A marketing campaign needs to be able to measure its return of investment to know whether it was successful. There also used to be very little fan engagement with sports marketing. Fans would be able to watch an advert via a logo and not be able to provide much feedback or interact with the market. In most cases, sports marketing would typically have very little global reach unless the marketing was involved in a global event such as the World Cup. Brand exposure would be limited to one or two countries. Advertising campaigns also often lacked innovation or imagination, simply using an athlete to encourage people to buy a product or sticking an advert in the view of fans. Compared to ad campaigns today, most marketing efforts were fairly uninspired. So how exactly did we go from little engagement, Less imagination in marketing and smaller global reach? Toe what we have today. The advancement of availability of technology continues to change the way sports are consumed. Fans were also able to be targeted anyways with the introduction of social media and direct advertising to smartphones. As the popularity of sports grew, so did the number of companies vying to advertise using sports. Because of this, sports marketing and advertising have reached record highs during the Super Bowl. In the USA, companies pay north of $5 million to run a 32nd ad. Thanks to high prices, them ever brands and companies have to get more creative with their advertising. Simply buying audibles isn't enough. Although the Super Bowl ad reaches 100 million Americas, is it cost effective? Companies have to make sure that consumer attention is being earned, not just bought. Fan engagement is a big factor in making sure that a marketing campaign is worthwhile. Brands create meaningful and terrible content that fans and consumer will enjoy and appreciate, rather than trying to directly sell the product. Marketing is instead focusing on creating a lasting connection between France. Nowadays, marketers used the term passion points to refer to things that excite a person. A consumer's fashion point is something which they prioritize in life care about sports. Marketers have to appeal to the passion points of fans building strong connections by using elements that the fans care about. An example of a brand focusing on passion points and the identity of its consumers is the recent Adidas are Smoke It Launch video. The video focuses on things that are unique and special to North Londoners and shows the brand cares about the fans and what makes them different. The video has over one million views and was shared widely across social media when it was released, helping to drive sales off the Merchandise Way Sable, which by the sea Zinman, trust me a block away from the new season looks fresh. So what's the saying? Yes, much that is slaved. Let me tell you something. You ain't all along Big game today. Main course may also to take it. Once you read one of us, you know you might be. Why are you talking? Hurry up, man. You take Listen. Tony treated up from, You know what I could have played for Arsenal. Top scorer under nine can in town. Stay real on you. Come correct will make you invincible Way Change the rules. Change the whole game when you put on ASHA Returning price Never hide, that's all. We create legends that never die. We play for the go way run that makes us off, That's why. Wait, What can I say, man? We're saying, Go brush your teeth. In today's world, brands need a believable reason to be marketing their product. To fans, the vision of the brand and the club or athlete have to be aligned browned and club values need to go together as it means that it becomes easier for the brand to establish a connection with fans. The association or endorsement also has to feel natural or fans won't accept it. Being innovative and making use of the latest technology is key to progress in the modern sports marketing world. Being able to establish global on online brands is important to any company, and making the most of the Internet is the best way to do this. Social media is a key factor in the online presence of brands and can also help to build fan loyalty and consumer retention. It's important to create terrible content that encourages fan engagement in the form of comments. Building campaigns that don't feel like campaigns is the way to do it. Modern trends, such as using augmented reality to build fan engagement and focusing on women's sports, are just some of the ways in which sports marketing continues to innovate and change each year. Mega events, the Olympics and the World Cup are the two biggest sporting events in the world. Both events are held once every four years, and for a very good reason. A colossal amount of work and planning goes into each event, making them a big challenge to host but presenting a chance for a country to show themselves in a positive light on the world stage. As we can see from the figures, the Olympics presents a larger challenge to the host nation in the World Cup. Ah, higher number of athletes, events, venues and attendees packed into a shorter length of time. The London 2012 Olympics saw more than 70,000 volunteers needed to help plan, organize and perform day to day tasks. The 2016 Olympics in Rio needed a similar number, with other 50,000 people helping out of the events. Meanwhile, the 2014 World Cup employed around 15,000 volunteers who helped with everything from hospitality, ticketing and broadcasting. The 2018 World Cup in Russia needed a similar number. Around 17,000 people from all over the world volunteered to help out at the global living's . As we can see from the charts, a lot of planning and organization goes into both events and the work doesn't just take place during the event. Many aspects such as construction, media rights, procurement and the big process start long before the event begins. During the event itself, organizers have to deal with security event, managing, ticketing, temporary stuff and more. Once the events air over, the work doesn't stop either aspect, such as reporting, legacy and sponsorship still need to be handled once the tournament is finished. 5. Cases: Sports Marketing: cases. Sports marketing, sports marketing is a fast moving industry where changes can happen overnight. Those involved in sports marketing have to be highly adaptable and willing to take risks and innovate. Being able to notice and take advantage of changes in the market is crucial. Marketing needs to be focused on the athletes and teams, but it's often sub septa ble to scandal. Scandal can take many forms, such as resistance to new types of marketing like we saw with the first football shirt sponsors Jagermeister. It can also come from angry fans such a zit the 1998 Brazil World Cup failure where Nike came under scrutiny for their endorsement contracts. It can also come from the athletes themselves, becoming embroiled in a scandal bringing bad press to the brand. Despite the danger of scandal, marketers have to be willing to take risks. Part of innovation is being unafraid to try. New techniques in this section will take a look at some examples of sports marketers who got it right helping to innovate the industry. We will also exactement some examples of marketers stealing another marketers thunder and finally we'll see some examples of marketers who got it very wrong. Those who got it right, Let's start with some positive examples. First, Red Bull is managed to take sports marketing to new extremes in recent decades. Ever since their launch in 1987 when the first kind of rebel was sold in Austria, the company has thrived to do things differently. Now a leading global brand, the company is involved in sponsoring more than 500 different extreme sports and has established itself with a young audience off thrill seekers. Red Bull was continued to associate itself with a brand image of fearlessness and style, buying to Formula One teams and sporting sponsoring events such as the Red Bull Air Race on the X Games. Taking direct ownership of a team is a new way to do sports marketing, and it's paid off for the company. The rebel racing team has been highly successful, winning four championships since their introduction in 2005. Rather than directly showing fans adverts instead, build an image off their company, they tell finds a story about the brand, and it works. A good example of their advertising is the Stratus Space Jump, the Red Bull, Stratos Jump, the Space jump was an event completely organized by Red Bull. In October of 2012 Austrian skydiver Felix Baumgartner was sponsored by Red Bull to complete a freefall jump from the edge of space. FedEx jump from a capsule 39 kilometers up in the stratosphere. Now let's watch the jump to release if you're scared, because there's no way, all right, the whole going home Jack away. The event was, life seemed on online platforms and social media around the world. More than eight million people watched the jump life. The official YouTube highlight video of the event on the Red Bull page has meanwhile amassed more than 45 million views. Rep. Who managed to create a global buzz around the jump and showed other sports marketers how it's done. The company showed the value of creating fun, engaging and share a bowl content that's not direct advertising. Red Bull took advantage of lack of media attention towards extreme sports and forced their identity whilst redefining marketing in sports. Rabou regularly published new content through the Red Bull Media House, which focuses on extreme sports and events. Through this content, they advertise their brand to millions of subscribers who are attracted to their quality, content and fresh approach. Procter and Gamble are an American multinational company which specializes in health care, beauty and hygiene products. The company has been involved in sponsoring the Olympics since 2012. At first glance, P and G doesn't really have much in common with sports or the athletes, and it wasn't clear how the marketing team could use the platform of the Olympics to tell the story that connected the events with the brand. Every athlete has or had a mom, though, and PNG loves months. This connection between athletes, their mums and the brand drove the creation off the thank you Mom campaign. The ad campaigns celebrated the mums of the athletes and showed how their hard work and determination had helped to make the success of the athletes possible. The tagline of PNG proud sponsors of months was used across the campaign to tie all the elements of the campaign together alongside the ads that PNG ran. They also provided a digital platform for consumers to thank and honor their own moms, helping to increase engagement. They also created a home away from home for mums and families of the Olympic athletes and provided travel for all the Team USA athletes mumps. The result was a campaign that was the most successful in the 175 year history off Procter and Gamble. The YouTube video of the ad was widely shared online, accumulating more than 17 million views. The campaign was referenced on Twitter more than 36 million times and had more than 33 billion total media impressions. So let's take a look at the AT P and G crowds of moms. The campaign worked so well because it identified a gap in the markets. It's so mums as not having a voice in the Games and wanted to show them that they were appreciated. It established a really believable connection between the brand and the Olympics. Making fans feel like the company were were these sponsors. The video of the ad was designed to invoke emotions. It was something which can be felt and appreciated by almost anyone who is or has a mother . This emotional connection with the target audience is important in marketing. This connection was felt by viewers all over the world, not just North America helping to spread the global reach of the brand. Last but not least, the video was enjoyable and highly share a bowl. The campaign was well made and went to great lengths to produce content that looked and felt great. This makes a difference when trying to encourage fans to share content. It has to tell the story rather than just being another advert. Heineken has sponsored that you wait for Champions League since 1994 making it one of the competition's oldest partners. The brand is strongly associated with the event and aims to be the only beer fans associate with the Champions League. The Champions League is one of the most watched football events in the world, reaching more than four billion fans across the world. As the biggest partner of the tournament, Heineken exposes their brand to billions of people across over 200 countries. The candidate campaign was a big risk taken by the sports marketing team who wanted to show that Heineken was the kind of company that sets itself apart from others and its approach to marketing and brand development. In the ad, we watch a real life recruitment process which I liken held while secretly filming the interviews Now let's watch the video. What's your management style? Fashion is fashion. Compassion. And what's your biggest weakness? Being stubborn, stubborn, stubborn, I think. Give me one reason why I should hire you. Because supports this. My passion. I'm very pleasant. But football really like a football When you are looking for a job for an interview. Either brush. You look good. You feel good. Hi. Hello. How are you? Okay. So you liked it when we were walking hand in hand. Made me feel interested. We'll see what happens. Well, thank you. Very retreat time. Okay. Thank you very much. Right. Ok. Thank you. Thank you. You sure? I'm fine. I'm just I'm OK. I'll get a little water in a second. You said way. Say what? If we're talking about money? How much money do you think you would like to have position? Last time this happened instead of disco, disco, fire and passion Or cold and calculated. I would say cold calculated because long answer fire and passion. Other people get infected by mine too. Says and you think I'm getting infected right now? We need to go. Simon. Mr Way need to get going missing and they're gonna help us. Please wear. Dad was a big success with fans all over the world. The YouTube video has reached more than three million views and was shared and liked extensively. Fans found it funny, and this helped to create engagement. The ad provided enjoyable contact that wasn't a direct ad helping to spread the brand and its message about the brand identity. Of course, when you take big risks and try to innovate, things can go wrong just as often as they go well, So now let's go. Through some examples of sports marketing campaigns that failed to hit the mark, Nike has been an unfortunate example of why player endorsements carry an element of risk. Over the years, a lot of different Nike athletes have been involved in some form of scandal, including Tiger Woods, John Jones, Lamb Last Armstrong and Maria Sharapova. Most of these candles were fairly light in nature, involving performance enhancing or recreational drugs. Perhaps the biggest example of a player endorsement going bad is Nikes. Relationship with Olympic and Paralympic athletes. Oscar Pistorius Pistorius was a multiple time Paralympic champion and perhaps even more remarkably had competed in the Olympic Games. alongside abled athletes. He was an inspiration to many and a major celebrity in his home country of South Africa. Pistorius was part of a Nike ad campaign that featured the slogan I am the Bullets in the chamber in 2013. However, before the campaign was due to run, the stories should shot and killed his girlfriend. After being charged with murder, Nike pulled the ad, although the image and slogan remained on Pistorius website. Let's watch the video. My body is my weapon. This is how I fight, how I defend detail. A tech. This is my weapon. How I defeat my enemies, how I win my wall, how I make victory mine. This is my weapon. This is how I fight. As you can see, it would have caused an uproar had it aired after the mother. The murder companies need to be careful when selecting athletes to endorse their brand as the wrong type of characters seriously harm the brand's image. Although no one could have predicted the stories could have murdered his girlfriend, Choosing to sponsor athletes purely based on their talents without judging their character can leads to potential scandals like this in the buildup to Sweden's vital World Cup qualifying game against Portugal in 2013. Pepsi ran a series of ads which depicted a voodoo doll bearing an uncanny resemblance to Portugal and Real Madrid star Cristiano Ronaldo. The odds were clearly meant to be tongue in cheek and humorous, but they fell flat with Portuguese and Real Madrid fans who quickly vented their anger at the company online. An anti Pepsi Facebook group gained more than 100,000 fans in a day. Of course, the worst aspect of the ad was that Sweden didn't manage to qualify. They lost 32 hands. Latin. Abramovich's gold weren't enough to help his side advance. Ronaldo, perhaps spurred on by the ads, scored a terrific hat trick which eliminated the sweets at the 1984 Summer Olympics held in the U. S. A. McDonald's decided to run a campaign intended to drum up support for the national athletes . The concept was that for every Mandel, the Team USA athletes worn, McDonald's would give every customer of free item of food. One bronze medal was a free Coke when silver was free fries and a gold medal was a free big Mac. It sounds great in theory, but the marketing team perhaps didn't consider all of the variables before launching the campaign. Thanks to the US previously refusing to attend the 1980 Olympics in Moscow, the Soviet Union team boycotted this Olympics as the biggest sporting rival off the U. S. The absence of the Soviet Union nations meant of massive medal haul for the Americans. In the end, the USA won a record 147 medals with 83 golds. McDonald's stores all over the country couldn't cope with the demand for free items and regularly ran out of food whilst losing money. Let's take a look at the ad, which ended up costing McDonald's so much. McDonald's invites you to be part of the U. S. Olympic team needs a perfect 10 when you play McDonald's. When the U. S wins, you win Olympic game, he approaches handstand. When the U. S. With the metal in the event on your game beast, you win to win a Big Mac regular prize are medium soft drink, or you could instantly win Reebok sports gear RC. A big screen television on you can, too, because when the U. S wins, you win a good time. Of course, it was mostly bad luck that do this campaign. The marketing couldn't have possible predicted that the Soviet Union would pull out when taking risks. Some failures are perhaps inevitable, but it shows how it pays to take every factor into consideration when planning a campaign. 6. Cases: Ambush Marketing: cases ambush marketing as we already covered earlier in the presentation. Ambush marketing was a term first coined in the 19 eighties. It came about thanks to a man named Jerry Welch, who was the head of global marketing for American Express. As head of marketing, Jerry Welch was involved in the company's efforts to expand and grow the brand overseas. American Express was fiercely competing against rival credit card companies such as MasterCard and Visa to try to obtain more business outside of America. Jerry Wealth, just like any good marketer, wasn't afraid to take risks and innovate in order to compete, He developed ambush marketing to help not only grow the brand of the company he presented, but also undermined the efforts of rival companies. Ambush marketing can be highly effective when used property, and since the 19 eighties has been used by many different companies to help expose their brand and deny the marketing efforts off their rivals. The more money involved in sports and sports marketing, the more companies are likely to be fiercely competitive with one another. Competition breeds innovation and ambush. Marketing is just one of the ways in which sports marketers have innovated and change the game in recent decades. The first of the examples on this course is Patty Power, using the London Olympics to help promote their brand. Despite not being a partner off the Olympics, the betting company held an egg and spoon race in London, France, around the same time as the London Olympics in 2012. The second image is from Pringles Campaign. During the Wimbledon tennis event in 2009 the crisp manufacturers used the slogan These air not tennis balls on their distinctive tube shaped packaging. Tennis legend lookalikes were used in the campaign to hand out the crisps outside the famous Wimbledon All England Club. Let's take a look at some in depth examples, beginning with the one that started it all. The credit card wars between rival companies American Express and Visa. Jerry Welch was behind the first instance off Ambush Marketing, which he used walls working for the global marketing arm off American Express. This marketing campaign he started and was involved in became known as the Credit Card Wars . Ambush Marketing seeks to steal the Thunder Oven existing campaign by ambushing an event and competing for exposure against rival brands in the credit card wars. American Express, who were arrival to official sponsor Visa, began a campaign in 1988 based around Olympics held in Seoul, South Korea, involving the totally fictional Olympic Heritage Company. They were forced to withdraw the ads after complaints from the International Olympic Committee. American Express was determined to receive exposure from the Olympic events, however, and they tried again. This time they released an ad featuring the slogan Amex Welcomes You to Seoul and showing pictures of the 1986 Asian Games, which had also been held in Seoul. The ad was intended to deceive readers into thinking it was a photo off the Olympics. The credit card wars continued into the nineties on Amex's action were defended by Welsh, who said the company had a duty to compete against its rival after it had lost out on the Olympic sponsorship rights to Visa ambush. Marketing doesn't just seek to gain exposure for the brand during the ambushing, but also dilute the value off the rights holder. Control and regulation is difficult and it can be controversial to ban advertising for seemingly ambushing and events with the credit card wars. The IOC was forced to step in several times to try to get both Visa and Amex to tone down their marketing. Ambush marketing is often seen at large sporting events such as the Olympics and the World Cup events, which have a large global reach. At the 2010 World Cup hosted in South Africa, South African Airlines started an ambush marketing campaign to take advantage of the global event. The company released ads labeling itself as the unofficial national carrier off the You know what off course. They were unable to name the World Cup in their advertising, but made it pretty obvious defense of the event what they meant. The company also launched a social media campaign offering free flights to anyone named Sepp Blatter, the then president of FIFA. The company also used a dog named Sempati Sepp Blatter to drum up support on social media, helping to gain maturity with facts. Later they released another ad claiming it's official set. Blatter flies with US The advertising indirectly used the World Cup, especially the dog, to expose its brand of fans in the country. Fans flying toe watch games would have been exposed to the brand through its advertising on the social media campaign helped it to create a butts. Despite not being an official sponsor off the 2014 World Cup, beats by DRI became strongly associated with the event thanks to their successful ad campaign gained before the game. The advert featured famous players who would be at the World Cup, including Neymar, Fabregas, Van Persie, storage stores and more, he adds, Also heavily focused on World Cup related imagery, including the flags of participating nations, stadiums that would be hosting games and fans dressed up in national colors. It also used an octopus paying homage to Paul the Octopus from the 2010 World Cup. The adverts were restricted from mentioned the World Cup by name, but, thanks to the imagery used were still able to create a connection between fans on the headphones, the result of the highly successful campaign. Some more than 26 million views on YouTube, plus a 33% growth in subscribers on the official beats by Dream YouTube channel. More importantly, the brand saw 130% increase in headphone sales. Thanks to the campaign. Let's take a look at the ad critics comes before. Switch for God. Okay. Still potential. I feel just not for the first time by Varia Beer attempted to skirt advertising rules at a World Cup events. The Dutch beer brand paid 36 women toe attend the Holland vs Denmark gain whilst wearing a Bavaria dress, which had featured in ads leading up to the tournament's. The women were ejected from the game after officials realized it was an ambushing market events and some were later arrested. Although no charges were made against the women, the company had previously being behind a similar stunt at the Germany World Cup, this time involving men wearing branded leather Hoesen. The men ended up having to watch the match in their underwear after being caught by officials. 7. Careers in Sports Marketing: careers in sports marketing. Well, I will have to begin by saying that there are a lot of different careers. If you'd like to enter the sports industry, you need to understand all the options available. So what skills are needed to succeed in the sports industry? As with a lot of other careers, you need to be enthusiastic and flexible in how you work. We'll also need strong interpersonal skills and to be highly organized, depending on what your exact rule. You may also need to be able to work long hours at times and be able to be creative and innovative with your work. Let's take a look at some examples of businesses working in the sports marketing industry. First off, we have some corporate sponsors. These tend to be larger organizations, although small businesses do sponsor teams and events to BMW, Coca Cola, Visa and Procter and Gamble are all big corporate sponsors that wouldn't look out of place sponsoring an event such as the Olympics or the World Cup. Then there are clubs and sports teams themselves. Here we have the New England Patriots, FC Barcelona, New York Yankees and the Los Angeles Lakers. A lot of sports marketing is done directly with professional teams, and most clubs will have a sports marketing department that handles their brand. Some examples of media outlets and broadcasters include NBC, ESPN and Fox Sports. In Europe, we have Sky Zone and more. Amazon has recently started to dip their toe into the sports broadcasting industry, too. For sporting goods retailers, there's Footlocker, Dicks, Sporting Goods, Sports Direct and the Catholic sporting goods stores air heavily linked to sports marketing . An example is Sports Direct having a partnership with Newcastle United of C. The owner of the club also owns the sporting goods stores and uses the club to promote the brand. When it comes to marketing and public relations agencies, we have CSN, Octagon, Endeavor, Exxon MG and Jam are cooperate in the world of sports. These are powerful companies that help to manage the image of companies and brands. They are directly involved in sports marketing, helping to promote many sports brands and events around the world. Sports equipment manufacturers include Wilson, Spalding, Slesinger, Mizuno. The's equipment brands are often linked with events featuring the sports they are featured in. A good example would be the official slash singer Wimbledon tennis balls. These are the only tennis ball brand used at the famous tournament on the brand receives great exposure. Thanks to this, school colleges and universities are also heavily involved in the sports industry. Many universities in the US sponsored their athletes to compete in highly lucrative college competitions. The athletes aren't paid yet but receive free training on education. Universities with great sporting programs are as well renowned as those with excellent education and research facilities, meaning the competitions are highly regarded. Government tourism and sport offices are also linked to the sports industry and sports marketing. Many government tourism offices used the Olympics as a way of promoting increased tourism to their country and finally we have governing bodies and sporting federations. These can include the IOC, FIFA on national bodies such as the Football Association of England on the Australian Olympic Committee. These are often involved in using sports to help increase casual participation amongst the country's population. 8. Interesting Facts and Figures: interesting facts and figures. Let's take a look at the impact that sports marketing has had on the sports industry. By viewing some facts and figures about the industries to analyse and predict future trends in sports marketing, we have to look at the current global sports industry. One of the best ways to predict future trends in sports marketing is to look at which sports generate the most revenue. These are the sports in which the most innovation will typically be seen. An example is how football is the biggest generator off sports revenue today. The latest innovations in sports marketing often come from football. We also need to consider which markets are currently growing the fastest. This means we have to consider where the sports are growing in popularity. We can be talking about specific countries, but also about demographics. For instance, the growth in popularity of football amongst women in the USA. There also needs to be a consideration off how mega events affect these markets. Our mega events such as the Olympics or the World Cup, leading to more people being interested in the sports afterwards or this popularity initially increase before dropping back down to the level seen before. We should also look at which sporting brands are spending the most on whether there truly seeing returns on their investments, brands spending big money on promoting their company. Using a sport may look good initially, but if they're not seeing riel benefits from this spending, they're unlikely to keep doing it. If a brand is consistently getting great results, even when spending big, we can be sure that this sport or event is going to see really growth. Looking at the quick example using this first graph, we can see just how much FIFA makes from broadcasting revenues on how this has increased over time. World Cup broadcasting rights are a huge money maker for FIFA, with around 50% off the total revenue the event makes coming from the broadcasting rights. From this graph, we can see that the amount of money has more than doubled since the 2006 World Cup. Broadcasting rights for the World Cup are now worth around $3 billion based on the trend, there's a good chance this figure will continue to increase. The second graph shows us the different regions, distribution of rights and how many licensees from each region held World Cup broadcasting rights for the 2018 World Cup. Africa and Europe were the two continents with the largest interest in the tournament with 54 55 different countries respectively, showing the mega event. Africa also held the largest share of mobile and Internet broadcasting rights for the World Cup. From the graph, we can see the traditional broadcasting methods such as TV and radio are now comparable to digital streaming numbers, something that has seen a lot of growth in recent years. Although the U. S. To missed out on qualifying for the World Cup for the first time since 1986 the event was still hugely popular in the USA. Fox Sports reportedly paid an estimated $400 million to secure the rights for both the 2018 and 2022 World Cups. Interestingly, ticket sales also suggested fans from the U. S had purchased the most tickets to the event of any country excluding the host nation. Now we'll look through some examples of major sponsorship deals occurring in 2014. Of course, after broadcasting rights, sponsorships represent the largest revenue stream for most sports. It's interesting to see that despite both Panasonic and Samson paying around the same amount of money to become an Olympic partner when I started got the better deal with a partnership lasting twice as long as their rivals. We also see that despite the next Olympics not taking place until 2020 this year, the brands want to start their practice partnerships well in advance. The deals begin the year after the 2016 Olympics in Rio and go on until the mega event in Tokyo, Japan. This is so that the brands get maximum exposure for the brand's during that time. It also shows us that the Winter Olympics give far less exposure to companies as the deals to advertise with the Winter Olympics are worth less than those with the Summer Olympics. Cricket is a highly popular sport that's played around the world, but here we see that sponsorships aren't worth as much as the global events such as the Olympics and Winter Olympics. The growth off the commercial side has increased, however, and endorsements, viewing figures and broadcasting deals are bigger than ever. Going into the final, the I C C revealed that the previous six weeks of the tournament had seen 675 million unique viewers from 220 territories tune in to watch the competition as the most popular sport in India. Games involving the Indian team unsurprisingly drew in the most viewers in this start. Sports Channel paid $2.5 billion to secure the broadcasting rights off the I C C World Cup . For eight years, the I C C worked hard to implement new technology and content production to help increase popularity on exposure off the tournament player. Tracking augmented reality and detailed analytics were all included in global coverage to enhance the fans experience. 21 total sponsors of the event included car manufacturer Nissan and soft drinks giant Coca Cola. Nissan has an eight year partnership with the I C C, sponsoring all of the major cricket tournaments. Uber was also a major sponsor off the tournament as the company hopes to increase its presence in India and Asia as a whole. The company set up an advertising campaign with Indian captain Virat Kohli as an official brand sponsor. Whilst the crickets is an international tournament, it's clear that sponsors at the events are focused on the Asian market and this was underlined by the presence off Bira 91 as the official beer of the event. Its products aren't widely available in the host country, but back in India, the company hosted viewing parties and live screenings in major cities. Now we look at some examples of football's financial dominance over other sports. It's clear from the sponsorship figures we see in the football industry that companies are more than happy to pay a big sums of money. The 10 year added as deal with Manchester United is proof that companies are getting their money's worth as a such a long term deal is a big commitment. The German sportswear giant took over from rivals Nike as the kit manufacturer of the English club back in 2014. In total, Manchester United should receive around £75 million a year, a big increase from the £23.5 million a year that Nike was paying. Although the Manchester United kicked deal remains the largest in the primarily it's since been eclipsed by both Barcelona and Real Madrid. Barcelona is paid £100 million a year by Nike will produce the Spanish Kit sides until 2028. Real Madrid takes the top spot, though earning £110 million a year from added US E. A sports spend a huge sum of money to secure the rights for the English Premier League and to act as the league's official partner for this partnership. The Games company paid £65 million over three years. E A uses the rights to produce its video game Siri's FIFA, which is a global success on one of the best selling video game franchises of all time. In 2016 the Games company sold around 15 million copies of FIFA, which accounted for nearly 40% of its revenue. For yea, the money they spend on the rights is absolutely worth it. When it comes to club football, no competition is bigger than the Champions League. The elite tournaments see stop teams from all over Europe compete for the chance to be crowned champions each season. The final was watched by hundreds of millions of fans around the world and so companies are willing to pay large amounts to sponsor the tournament's car manufacturers, Nissan have been associated with a Champions League, having first partnered with a competition in 2014. According to Rove, Reese, the head of global marketing at Nissan Power, has gone to the consumer. They watch what they want when they want most people. Whether we like it or not. I don't want to see ads live. Sports are the one area where people want to engage. They still want to watch it. It's not exciting to watch the recording or the highlights the next day. For companies like Nissan, this provides a valuable way to reach fans in the moment and engage with them. Most excitement is high from this graph. We can see the increases in total revenue that sports have generated throughout the years. 2000 and 5 may not seem that long ago, but we can see that the total revenue which the sports industry created has nearly doubled between then and 2017. The years have seen a regular and steady increase in revenue of around 5% every four years . Based on this data, the question remains as to whether this number can continue to rise and whether it will reach a point where it decreases at all. For now, it doesn't seem likely. The GDP of a country is its gross domestic product. When we compare the wealth of countries that GDP is usually what we used to measure this, it refers to the market value off all the goods and services that a country produces in a specific time frame, usually per year. Developed countries have the highest Judy peace. With countries like the USA, China, Japan and Germany having some of the largest. On average, the sports industry is growing faster than the global GDP. This means that the total size of the industry is increasing at a faster rate than all of the country's GDP is. Together. From this infographic weaken see a representation of sports revenue growth compared to GDP growth between the years of 4012 the circles are used to illustrate the size of the sports industry in that area off the world proportional to the rest of the world. The larger circles indicate the larger sports industry relative to other areas. As we can see, the red squares on the infographic shows us and more details the sports expenditure growth compared to GDP growth. All of the countries shown have a higher growth in sports revenue than the GDP increase for countries like China and the United States, this is a fairly small difference for France and the UK. However, sports revenue has go more than three times faster than the GDP. Although these figures air from 2013 this graph shows us more detail on which sports are the biggest in certain geographical areas. As we might imagine, football is the most popular sport in both Latin America, Europe, Africa and the Middle East. In all these areas, football makes up the vast majority of total sports revenue. Football will most likely remain the most popular sports for many years to come in these areas, as demonstrated by increasing interest in the World Cup plus higher average league attendances in Europe and other areas. The Asia Pacific area is the most diverse when it comes to sports revenue, although it only made up 13% of the global sports market at the time. Azure represents an emerging market for many sports, and we can see that no single sports is seen as a dominant force. Football generates the most revenue currently. But other sports such as Formula One on American sports like basketball and baseball, aren't far behind. North America is perhaps the most interesting case represented in this chart. We know that North America represents a huge share of the revenue of global sports, and it's clear that it is the region which has a lot of money to spend on sports as well. The most popular sports are us sports. However, with basketball and American football being the two most popular, the sport of football is growing in the US, but as we can see from this chart, it generates less revenue than tennis, for example. 9. Future Trends in Sports Marketing: future trends. New technology is always a big driving factor in innovation. And as we saw from earlier in the course, inventions such as the radio and television revolutionized sports Marketing. The Internet has also helped to change sports marketing forever, changing the way in which we consume sports and advertising. So what new factors on the horizon are likely to affect sports marketing in the coming decades? We'll go into more detail on each of these later. But let's take a quick overview at some of the big upcoming changes to the world of sports marketing. Firstly, we have increased adoption of technology, such a smart arenas and stadiums. Fans will feel more connected to an event than ever, with better immersion and information for those of the game. Sport and entertainment have always been linked, but we've seen the lines blurred more recently with halftime shows, fan participation and fan festivals, endorsements and sponsorships are starting to see more benefits off strictly online campaigns, using social media and other features to increase the viral effects. Social media is also increasingly being used to make direct sales, with athletes joining the list off influencers who helped brands to gain exposure before sports marketing was never an exact science, and the impact of campaigns were hard to measure. Now, with more data than ever available, marketers are able to measure the engagement and impact of campaigns. And certain athletes, sports agents and managers have more influence over sports and their clients than ever. There are new monetization opportunities for agents and managers, increasing globalization of sport and how it can affect teams. And lastly, we'll take a look at female fandom and how increasing female fans are being targeted by sports marketers as an emerging audience. The trends that will discuss tend to overlap with each other in some areas. Innovation and change in the industry are usually brought about as a result of two main elements. First, there's consumer needs and preferences something's consumers and fans enjoy. Today may not have been as popular 30 years ago. The other factor is technology. Of course, a large part of innovation and the development of new trends is down to changes in technology. Today we're better equipped than ever to view, consumed and enjoyed sports. Both of these factors air constantly changing and evolving, meaning that sports marketing has to evolve to. That's why we see new sports marketing trends emerging each year as consumer needs and technology brings new possibilities. As we know from earlier on. In our course, the fun experience and perception is a big part of sports marketing. Being able to improve the fan experience whilst watching the sport can help to increase audience numbers and demand for tickets. With the proliferation of smartphone technology, more people than ever are carrying powerful mobile devices on them. Sports being able to use the second screen to increase engagement and enjoyment is now a real possibility. Acts can be used to give fans additional information or extra content in the build up to or during the match. Not only do people enjoy watching sports at home on their smartphone or whilst using their smartphone, but many also take their phones to the state. More than 70% of fans attending events at the stadium will bring their mobile phones. Many funds enjoy taking pictures, updating their social media on more whilst watching sports, particularly at live events. When we talk about smart stadiums were referring to state and so have inbuilt technology toe work with the fans phones, so when we combined the fact that more than 70% of match going fans carry a smartphone with free WiFi capability of modern stadiums, we get a great opportunity to increase engagement with fans at the game. There are hundreds of different potential uses for smart stadiums and how smartphone technology can be used to enhance the fans match going experience. For example, the entire ticketing process can be switched to a mobile up, allowing fans to easily purchase tickets and check into the event. This could also allow unused tickets to easily be returned to the club and resold before the events to other fans. Helping eliminates ticket touts. Smartphone technology can also be used to help guide you to your seat and let you know the quickest route to reach a toilet or how to get a drink or food during halftime. The same app could also inform you how long the waiting time is for each service on where to find the shortest. Cute mobile phones could allow fans to purchase foods, drinks and merchandise without the use of cash nor leaving their seats as this can be brought to them. These are all small details, which can help to make events more enjoyable for all types of fans and create a more inclusive atmosphere. One of the most exciting possibilities of smart stadiums is the development of augmented reality technology. Augmented reality is a term given toe Absar games that given interactive experience by combining the real world with graphics or data in stadiums. The use of A our technology could be used to give you information about players waiting on the bench. It could give you their season statistics using just your smartphone to instantly give you important details. The kind of technology is hope to bring more fan engagement to live games, providing the kind of information that would normally be given by commentators when watching the game at home. Social media could also be directly implemented into smart stadiums, allowing you to post custom pictures from the game and viewing and commenting on highlights of goals on other action. Lost in the stadium here is an example of how augmented reality might work toe enhance the fan experience inside and out of the stadium. With the NFL season weeks away, this is the perfect opportunity to take a look at how the most profitable professional sports league on the planet is embracing augmented reality and using it to engage its fans in new and exciting ways. The Minnesota Vikings joined the National Football League as an expansion team in 1960. Some of the league's all time greats have done the iconic lacking horns, including Brett Farr, John Randall and Randy Moss. Recently, organization added augmented reality to be Vikings playbook, not the actual playbook, but the game day magazine available to their home game patrons. Fans can use the teams of Fisher Acto, watch the publication come to life and get a message from their favorite players and admitted reality. In late 2018 altered Reality Corp announced a new licensing partnership with the NFL Players Association. It's for technology that brings lifelike holograms into the camera view of user smartphone . Using art. Three D AB fans can captured life like Selfies with their favorite NFL players at any time . Earlier this year, the Pro Football Hall of Fan collaborated with staff Muse. They're the leader and conversational ai for sports to offer fans a chance to interact with a talking bronze bust. A hall of Fame coach, John Madden, with statin use technology. Fans can ask the a R John Madden things like this. What was it like after Super Bowl 11 being carried off the field? I mean, just stuff is just swirling around in your mind, and, uh, you know, the only thing that I remember about being carried off the field, they dropped. Microsoft is a major technology partner of the NFL. It's nearly impossible to watch a gang without seeing coaches and players huddled over there. Well branded tablets. Although still too expensive to be a mass market consumer device, Microsoft's hololens headset gives us a glimpse into the future as fans will become fully emerged into an interactive game experience. It's always easy to spot diehard fans. Team peril, tattoos, props and, of course, face pain are all dead giveaways. Now casual fans can join in on the camaraderie. Without the commitment, The Baltimore Ravens have developed an augmented reality app that lets users digitally paint their faces with different team inspired designs. Teams and sports are constantly trying to open new markets as new markets mean more fans and more money. Lots of European football teams play preseason friendlies in countries such as China, Malaysia, Singapore on the USA clubs know that fan loyalty comes from being able to watch games and take part in match day experiences. Most football clubs have an English social media account, which puts out content to fans all over the world. Many clubs also share content in other languages, which will be targeted towards certain locations. There are viewed as potential markets. Social media content has to be funny, share a bowl and memorable, helping to bring exposure to the club and reach new fans. As an extreme example of globalization, the NFL team Jacksonville Jaguars have recently been holding game games at Wembley Stadium in London, although so far the team has played one game a year in the UK The partnership has been going on for more than seven years. The NFL hopes to permanently relocate one of the teams in the league to the UK The league sees it as a great way to open a global audience for American football, which is typically not that popular outside of the U. S. For now, the Jaguars will continue to play just one game a year in London as their owner has talked down suggestions off relocating The idea of NFL games being played across several different countries across the season isn't a far away prospect. Previously, sports sponsorship was aimed at increasing brand exposure by capturing as many eyeballs as possible. Companies saw that sporting events had high attendances and viewing figures and would pay to have their brand advertised using the events. Their brand would either be an event sponsor or used event for some other kind of advertising. Although this method can be effective, most consumers will ignore or disregard brands that seem instance here. The Brown will pay a large amount of money to increase their exposure. But in the end, this ends up going toe waste as the event doesn't fit the product. And so no connection is made between fans and the company. No businesses make the most out of sponsorships, choosing to sponsor events which have a connection to their brand companies, make an effort to use their sponsorships, met memorably building connections with their target audience. This is something that wasn't really seen before, but I started to become more widely practiced. In recent years, some brands have even started to organize their own sporting events to help promote their products. For example, the Coca Cola Street football tournaments ball games allowed this tournament, which came as part of the drinks manufacturers 3.5 year partnership with the Premier League , aimed to promote grassroots football in the UK Coca Cola worked closely with sports Charity Street games and former, primarily football German main Janus to create the competition. The tournament gave street football teams across the country the chance to win prizes whilst also raising money for football development in the UK As with other factors of sports marketing, sports sponsorships devolved on adapt over time. Companies now know that simply paying for exposure isn't enough to increase the success of a brand for a sponsorship. To be truly successful, the business needs to make sure the event they're sponsoring is effect. With a product or service, funds are more likely to feel connected to a brand. If effort goes into developing the campaign to fit the event in the future, sports teams will collaborate directly with sponsors, toe organize events. The Coca Cola ballgames allowed tournaments was a great example of this. Allowing sponsors to be part of the planning process creates a stronger relationship with the brand in the team, leading to sponsors who are more likely to return. Sports have been long considered a form of entertainment by many, and it's true that the two are closely entwined now more than ever, though, the entertainment aspect of sports has become a big part of white, so popular it's increasing. Popularity also depends on higher levels of entertainment and great fan engagements. There are only so many people you can fit into a stadium, and demand usually far outstrips supply. When it comes to tickets to major events, fan zones and fun festivals are a great way to get around. This usually set up for mega events such as the World Cup fans owns give fans a great place to watch the game together. Even if they were unable to travel or secure tickets for the events, Organizations can stepped up their own fan events, allowing them to profit often event in multiple weights. Halftime entertainment is typically more on American custom. The Super Bowl, in particular, is famous for its destructive evidence halftime show, with many Americans choosing to watch the event just to see the halftime performance. This kind of show allows sport to market themselves to new demographics on audiences who may not have much interest in the sport itself. Recently, the Champions League has started to include an opening ceremony, which features a live performance from a band on lots of fireworks and similar displays. It helps to create an atmosphere in the stadium and provide fans in the stadium with a truly unique experience. With the rising ticket costs of events such as the Super Bowl in Champions League final, which can be from a few 100 to a few 1000 euros, it's easy to see why France would want to get more out of the game. Ah, halftime or opening ceremony gives fans more value for their money, increasing the entertainment factor and creating moments to remember. The increasing availability of the Internet has meant that more business than ever is being done online. Sports marketing is no different, and marketers have found that building a releasing campaign that are completely focused on the online world have a lot of success. As time goes on, more endorsements and sponsorship campaigns will use the Internet to achieve their full potential and reach new markets. On on Lee Onley endorsement campaign has a lot of benefits, including a faster turnaround time marketing company. Noda were able to put together an online Super Bowl campaign within nine days. The fact that the company make and release it themselves means there's less waiting around . As with the print ad or TV ad campaign. Online campaigns also have the possibility of going viral. This refers to a piece of content, which becomes widely shared over a short amount of time. Contact needs to be funny, relatable or extremely interesting in some way in order to go viral. In truth, there is no exact formula for reaching viral status. But producing quality content is a great start. An online campaign will also provide greater opportunities for fan engagement. Unlike with a TV ad, friends can share comments. And like an online ads, this kind of engagement helps not just to build a connection between fans and the brand, but also to increase exposure by making sure their friends also see the content. Of course, the ad will also have global reach. Unlike a TV ad, which will be paid to show just on one network, your island campaign could potentially be seen by everyone with an Internet connection. One of the biggest problems with athlete endorsement when it was first introduced was that companies never had a clear way of knowing how much impact the endorsement had on their brand. The company could be spending millions without ever knowing for sure if the money was being well spent. Now, thanks to increased data and social metrics, the real effects of athlete endorsements are available to see new data driven technology promises to reveal just how much engagement athletes have with fans and the true worth off their marketability. This kind of information is vital to brands looking toe endorsed athletes as it can help to show just what kind of our ally they can expect to get from their sponsorship. With this type of information more freely available, athlete endorsements could actually increase as they become less of a risk. Athletes would also work harder to increase their engagement with fans in order to increase their marketability metrics. Social media has given rise the whole new trend in marketing. Traditional distribution channels are expensive on Many brands that are just starting out find it hard to raise the capital needed for traditional distribution channels. Modern businesses have found a new and more cost effective way of exposing their products or service to the general public. Rather than spend money marketing a product to people who aren't the target audience, they can target specific demographics of an athlete or a similarly influential person. Using the social media reach of an athlete or respected and well known person, including sports bloggers, presenters or coaches, the brand can successfully target a specific audience of people. Utilizing influencers over other forms of marketing can help a brand to build a proper strategy and image for themselves, using the well established families and image off the athlete or influencer in the UK A recent poll found that nearly half of 18 to 35 years old had purchased a product after hearing about it on social media, either through a friend or someone they follow. Social media advertising can have a big impact, and even more so when the endorsement puts efforts into a period, authentic and natural is your product something that the static is likely to naturally recommend to their friends. If not, find someone that fits it better, the future of sports marketing will bring with it more ways than ever for agents and managers to monetize their clients. As we saw in the previous slides. Being able to better measure athlete engagement plus the growth of influencer marketing is leading to great and more valuable endorsement opportunities than ever. Companies being able to accurately judge how valuable an athlete endorsing their product before they sign anything is invaluable to both the company and the athletes. Athletes, teams and their agents will be able to directly participate in marketplaces to match up brands with influencers content with products on data with results. Those agents and managers who were willing to take advantage of the new technologies will find they're able to secure better and bigger deals for their clients than ever. Here we see a representation of all coaches, athletes, clubs and trainers can come together to produce content and need it together, helping to fuel increased endorsement opportunities. Now let's look at some examples of players that have become more successful from markets ability than from pure towns. And a corny cova is a Russian former tennis player who was at the time one of the best known tennis stars worldwide. As a singles player, she never managed to win a title, reaching number eight in the world in 2000. At her peak, she had better success in doubles, where she was ranked number one in the world, one point winning two Grand Slam titles. Despite her limited success at the highest level, Kournikova reached huge international fame, thanks in part to her marketability and the work she did off court. Kournikova was one of Google's most commonly searched names at the height of her fame. But even years after her retirement, she still was regularly featured as one of the search engines. Most searched athletes. Anna Kournikova was part of an early wave of athletes who utilize their markets ability to spread their influence outside of the sport. Anna, in particular, managed to find an outstanding amount of fame despite not being a top five player in the world. Aside from regular photo shoots with magazines Karnik over featured in Hollywood films such as Me, Myself and Irene, she also became the face of Burley's shock observer sports bra. Even after retirement, Kournikova was able to appear on American TV shows and regularly played in celebrity tennis matches. Anna Kournikova, success and status make it clear the talent alone isn't enough to earn the biggest endorsements and sponsors an athlete should be is focused on marketing as they are in sport if they want to be able to have a lasting legacy. Brazilian central defender David Lewis is another example of an athlete who has been able to build himself into a huge star despite his arguable shortcomings as a player. The current Arsenal player has had several stints at top European clubs, including Paris singer Momma and Chelsea. This time in the primarily has earned him a lot of the region as he often makes rash decisions, resulting in this team conceding a goal he plays with typical bruising and flare and passion, which is part of the reason for his large online following. His. Instagram currently has more than 19 million followers, and he's remained one of the most followed footballers on Twitter for several years. With many fans across Europe and Brazil, Social Media Metrix, rather than pure talent, is certainly a lot easier to measure on also provides a more obvious way for brands to judge who is best to endorse their products. Sports and sports audiences have typically been male dominated. The majority of fans in stadiums and watching at home are usually male. This is changing, however. In recent years, the number of female fans has been growing and fumed. Ill fan numbers are now. It's an all time high. As well as increasing a number of viewers, more women than ever are choosing to pick up a sport and stay active. Whilst a lack of available options and funding has often been a problem, more countries are starting to see great results by increasing grassroots campaigns aimed at increasing female participation in sports. Increasing participation in sport at school seems to be the way to go, as women who regularly take part in sports at school have a 76% chance of remaining interested in sports throughout their life. From the graph, we see how popularity is of certain sports seem to depend a lot on the country and gender. Female fans are starting to attend live events in higher numbers and also enjoy watching sports at home. Despite women enjoying watching sports events, however, they can often feel left out or misunderstood by sports brands. Brands need to learn how to increase fan engagement amongst the growing number of female fans as their interest in sports grow more women than ever watching, playing and spending money on sports and sports brands. Companies are starting to take notice of this increasing demographic, however, and have adopted a new strategy to better target female fans. The current trend amongst brands is to produce fun on enlightened campaigns that specifically target female athletes and fans. As an example of how much female fandom is increasing, we can look at female viewership off the NFL in the US this part always historically being played and preferred by men. Female found numbers are increasing faster than male. Female viewership of the NFL is growing by 27% faster than Mayo viewing growth, which is a 21%. Just what kind of effect will this increasing demographic have on brand engagement and loyalty? It will depend on how brands choose to target the new demographic. Of course, those companies who don't make changes to their campaigns to aim it, female funds will lose out to the ones who do. Interestingly, female fans are much more likely than male friends to use a second screen with game related activity such as a smartphone app, it starts or information while also watching the match. This could be invaluable to brands looking to connect more with female funds during the sporting event. Brands are more likely to be able to connect and interact with female fans through social media whilst they watch the game, helping to increase their exposure and create connections with higher number of funds. Companies looking to make the most of this have to be proactive in their approach. A new social media to their advantage. Social media can be used to produce passionate mentions on posts during the match that helped to increase fan engagement, particularly amongst female friends. Examples of fan engagement can help to build a connection between the brand and fans of a sport. Include consistently engaging with their discussions online, producing well made content such as a chronically a day in the life of a die hard fan, sending out free gifts and branded merchandise too fast active on social media. Something interesting to consider is that approximately 1/3 of all sports engagement on social media come from women in 2018. It shows the potential for brands to provide better engagement with female fans and improve the monetization off this audience. We know that engagement and helped to boost brown exposure. But does it really produce measurable results in sales? According to most research, the answer's Yes. In a report based around female NASCAR fans, it was found that female friends were more likely to follow NASCAR over social media. 80% of female fans were regularly interacting with NASCAR related social media were more likely to try a brand. Thanks to a sponsorship. Female fans are more likely to spend money on themselves in their family to show support to their team. Popular Internet searches by female NASCAR fans include 40% searching for women's eh Perrault, 25% men's eh Perrault and 11% Children's Opara browned. Interaction with female fans often leads to more direct sales. Under Armour recognized a gap in the market for a sports brand that takes women and female athletes seriously. Rather than follow the traditional approach of shrink it and pink it, where sports brands simply take a lazy approach of making girls sports, where small and pink under armour wantedto win over women by sharing real stories and motivational videos as part of their campaign under Armour, launched a $15 million campaign to help expose their brand to women all over the world. The company realised that most women wanted to be treated no different from men on a line with athletes to fit the image of the brand. Those that wanted to break the mold and be different. The campaign was a huge success. Seeing 4/4 with revenue growth off at least 30% the company expanded the value of its North American business to more than $400 million. On Under, Armour saw their brand become a household name around the world. The content, which the company put out, was a huge part of its success, creating content that's enjoyable toe watch different and doesn't directly advertise anything as we've seen before. This is a recipe for success, and several under Armour videos reached viral status, becoming widely shared on social media. She's Elvin Shin, featured in a video which amassed more than three million views on YouTube. The video, which sees the model exercising whilst wearing under armour a Perot both live comments are projected on the walls, shows that women in sport shouldn't be discouraged by negativity. Now let's watch the video 10. Conclusion: conclusion. So let's have a recap of everything we've learned in this presentation. You should know what a good understanding of exactly what sports marketing is. Sports marketing is crucially different from regular marketing, thanks to the presence of fans who hold a greater connection and loyalty to a club, athlete or brand. This connection is incredibly important to driving sales attendances and more. Clubs and brands can help to create new connections by engaging with fans, either through the use of social media or in real life. Creating a connection between the brand and a sports team or event isn't simple, However. It's important for these connections to the authentic, as fans will reject brands which don't follow the ideals of the team or athletes before committing to sponsoring a team or event, A company should look for ways to connect with the fans and make sure that the campaign could be successful. You should be able to think about ways of brand, can connect with the fans of a sport and understand how a successful campaign can be built around this. Lots of different businesses involved in the sports industry. We'll have some connection to sports marketing, whether they are national governing bodies. Tourism offices are universities. Sports marketing doesn't just involve promoting a brand or company, but also the advertisement of a mega event and promoting grassroots participation amongst young people. Jobs within sports marketing aren't confined to public relations companies on sports marketing agencies. As a sports marketer, you have opportunities to succeed in all areas and levels of sports around the world. Many brands and organisations work closely with sports marketing agencies or have their own marketing departments, which can allow you to work for companies across lots of different industries. You should be able to recognize the importance of sports marketing on how it effects daily life. Sports marketing has been practiced at least partly since the beginning of real professional sports. The ancient Olympics form the first beginning of endorsements, which have helped to shape the way sports today are played. Last time has progressed. Sponsorships and endorsements may have gotten bigger, but the thought behind them has always been the same. To increase the exposure and fame or a brand or entity. Throughout the decades since the 19 hundreds, there has been a rapid growth in the popularity of sports, and this growth has also been seen in the amount of money that brands are willing to pay in order to receive endorsements from star athletes and sponsor events. Thanks to the way it captures the public's attention, sports will always be the front of marketing, and brands will always seek out endorsement opportunities. You should know, understand the connection between big business and sports and know why. Cos they're willing to invest large amounts of money into sports teams and athletes. You'll also recognize that sports marketing is behind the massive increase in player salaries league revenues On overall money involved in sports, you'll be able to look to the future and judge whether this trend will continue or if it's showing signs of slowing down. Technology has continually changed how we consume and enjoy sports. The invention of the radio was a huge game changer, allowing thousands of people miles away from the stadiums to enjoy the game. Since then, TV and the Internet have further review shin eyes. The way we enjoy sports, the Internet has led to greater engagement with fans and the ability to what sports on demand 24 hours a day from anywhere in the world. As the spread of the Internets influence has grown, we've seen social media become usually popular. Sports are large part of social media, and you should now be able to talk about how social media is utilised by sports teams to enter new markets and increase interest in events. More than ever, social media is being used by teams and brands to increase their exposure through fans of sports and gain more fans by creating and promoting original content. As technology continues to drive change, marketers must stay ahead of the curve. The job carries a lot of risks, as innovation will always require you to try things others haven't thought of or tried. Yet sport grows and expands into new markets every day, and sports marketers have to constantly find a way to reach these new audiences whilst competing against rival brands. New technologies such as augmented reality, smart stadiums and more are being trailed to increase the fan experience and help brands to connect with fans during games, you'll be able to talk about these technologies and the way in which they can be utilized by sports marketers. You also be able to talk about future trends in sports marketing. Off course technology isn't the only means through which marketers can innovate. In the eighties, ambush marketing brought about a huge change in the marketing industry and is still being used today. Part of being a good marketer is being able to change and adapt to achieve success and compete against rival brands. From this presentation, you should now have a good idea about the ways in which sports marketing can adapt over time to changes in the market and be able to explain why marketers need to innovate. Overall, the course should leave you confident in your understanding of the practice of sports, marketing and its history. You should be able to define what sets sports marketing apart from traditional marketing and use your understanding off the sports fan to explain how a brand can create an authentic connection toe a sports team or events. Finally, you'll be able to talk about future trends of the industry and how technology and changing markets can influence the world of sports marketing both positively and negatively. This knowledge of future trends is essential in a fast paced industry. Such a sports marketing as innovation happens regularly and not looking ahead to the future can mean a brand or company gets left behind