CHAPTER 4.1Using Sports To Market Products

Cereal Stars

Wheaties 1936 athletes became a permanent fixture

Lou Gehrig Considered a great honor Some athletes have it as a goal

1999 launched a five-box series honoring women in sports

Market Audience Size

Wide range of demographics enjoy sports. Young market flock to X-Games Baby boomers focus on personal fitness in all

types of sports Sports events attract more viewers than

any other entertainment today. 1970-11.2 million golfers 1997-24.7 million golfers Spending by sports advertisers in 1997- $152

billion.

Continued…

1971-800 hrs. of televised sports 1992-1,800 hrs. of televised sports

Play time in games has been changed How is the sports audience a “captive

audience”? If you want to see your team or game, you

have to see the commercials

The Power of Sports

Power of emotional ties Intense love, hate, joy or disappointment over

sports Some are proud of their city Some are intrigued by the skill or psychology

of the players Men openly cried at the last game of the

original Cleveland Browns game in 1995 Owner Art Modell received hate mail and

bomb threats

Continued…

Victory causes powerful emotions too Rioting after championship games

1998 Chicago Bulls and Kentucky Wildcats Fans will overlook an athletes tasteless or

criminal behavior as long as he or she still scores or entertains. Mike Tyson fights after he was recently released

from prison Fans paid $49.95 to watch Tyson fight Tyson made $100 million dollars that year

Fans will make loyal customers of products they learn about through event advertising

Power of a New Market

Rising popularity of women's athletics Causing marketing campaigns to take a closer

look Woman make 80% of all purchasing

decisions Woman spend more than $5 billion per year

on sports- wear Professional women's athletes can earn

millions of dollars in endorsements Nike named a shoe after Sheryl Swoops

Marketing Theory

Marketing products through sports is an interconnected process 1. a company buys the rights to advertise

during a game 2. T.V. and radio networks sell time to teams

and their sponsors. 3. Cities buy the rights to host teams 4. Finally consumers buy the products

advertised at the game.

How Companies Decide

Many companies that want to advertise their products through sports hire outside consulting firms to help

Others start their own marketing groups within their marketing department. ESPN CHILTON Sports Poll.

One of the largest firms Offers demographic data, info about the mood of

the sports consumer at any time, and advise on how to attract a particular market

Assignment

Pick athlete or entertainer for the box cover Think about popularity Think about recent events

Design box with marketing principles in mind Don’t want a pic of athlete making a mistake Make it catchy and appealing to the eye

Use Whatever resources you choose Computer Paper and markers Etc…

On Back of Wheaties Box

Tell why you chose who you did Why they would be a good fit for Wheaties? What market are you going after with the

person you chose? Are there recent events that helped you make

your decision?

Examples