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To better understand what we are going to talk about in this blog, let’s have a look at this definition of Sport Marketing by Aaron C.T. Smith:
“Sport Marketing is focused on meeting the needs of sport customers or consumers, including people involved in playing sport, watching or listening to sport programes, buying merchandise, collecting memorabilia, buying sporting goods like clothing and shoes, or even surfing a sport-related website to find out the latest about their favorite team”.
Definition from Introduction to Sport Marketing: A Practical Approach by Aaron C.T. Smith.
Make sure you differentiate:
- A sport consumer is someone who generally uses sport products or services
- A sport customer is someone who pays for the use of a specific product or services
The two angles of Sport Marketing:
- Marketing of Sport (products and services directly to sport consumers.
- Marketing through Sport (non-sport products marketed through an association to sport – athlete endorsements, event sponsoring…)
The Sport Marketing Framework provides a detailed explanation of the four stages of the Sport Marketing process:
- Identify sport marketing opportunities
- Develop sport marketing strategy
- Plan the marketing mix
- Implement and control the strategy.
I will make reference to this framework regularly, as it’s the barebone of successful marketing campaigns.
I haven’t a chance to illustrate these theories yet, but don’t worry, relevant examples and case studies are coming soon!
