SPORTS MARKETING AND BRAND BUILDING
Marketing Management - II Prof. Sanjay Patro
Section C - Group 5 George Antony B13148 Mayank Siotia B13156 Vijender Kaur B13180
SPORTS MARKETING AND BRAND BUILDING
Not that long ago, a company that wanted to reach 20 million young Americans could do it easily—place an ad on Friends on Thursday night. With the proliferation of media types and channels, though, such large and predictable audiences are few and far between. Among all the media touch points, for example, cable has the highest share—34 percent—and of course cable audiences are highly fragmented. Broadcast television gets only 20 percent. Getting people’s attention at ...view middle of the document...
Sports should therefore be part of the mainstream marketing mix, especially for aspirational brands that are still seeking their audience. Marketers are recognizing this. Global spending on sports sponsorships is rising 11 percent a year, to about $32 billion in 2009. The 2006 World Cup in Germany charged $55 million in official partner license fees; South Africa charged almost $100 million. Taking a cue from the massive sponsorships worldwide Nike took a leap from being the recongnized brand behind sponsoring of most valuable franchisees in the NBA to taking over from Reebok (a previous $250 million sponsor) as the official sponsor of the most valuable league in the world – the NFL. Industry estimates of the sponsored amount ranges from anything between $400 million - $600 million.
Any study of a specific methodology of marketing and branding requires us to look into the history of such a process and keeping in line with this understanding we would like to present a brief snapshot of some of the most important events in the course of the symbiotic relationship that sports has formed with branding and marketing for a host of companies. Our primary objective in this project is to make study how sports marketing has assumed a major role for various brands and forms the core of the branding exercise for a host of companies. We also hope to illustrate how, through various corporate sponsorships, sports brands and various sports franchisees (individual teams, an entire sport etc.) form a symbiotic relationship helping them to garner increased revenue and brand association. We would define the sport marketing mix and do a strategic sport-marketing planning process. Further on we would like to present a study of the present environment in the world of sports marketing and brand building and the most recent events that have taken place in this intriguing sector. A great methodology to achieve this would be to study a specific case and illustrating how all the different factors have come into play while building successful sports branding and marketing campaigns. Sports marketing or brand building is a two pronged approach. A complete study of the topic cannot be done without studying how various franchisees and sports have marketed and branded themselves in return, thereby increasing their revenues manifold. The global scenario today includes the likes of mega-rich sports franchisees and sporting leagues which have a net worth of billions of dollars out of which the commercial revenues through merchandising and partnering with sponsors account for half of the dollar value. Hence, we believe that a study encompassing the above listed factors would be of prime importance and we hope to do so to the best of our abilities.
Articles and Other References
McKinsey report on reaching consumers through sports- Richard Lee, Sumi Kim and Jun Shin http://csi.mckinsey.com/knowledge_by_topic/marketing_and_sales/sportsmarketing Cases in Sports...