国际营销专业英语Unit 19Winning Campaigns.ppt

Winning Campaigns: Sports Marketing in the US Major Elements of Sports Marketing Sports marketing is the creation of an environment for application of marketing techniques in the business of sport. Sports marketing is made up of distinct segments. The major elements are: - Broadcasters - Facilities/Venues - Promoters - Buyers/ Sponsors - Agents/ Athletes - Event Management/ Operations The sports marketing industry remains an important and viable part of the national economy and consciousness in this country and worldwide. Sports Marketing and Beverage Industry The variety of sport-related marketing activities allows for initiatives at virtually any budgetary level. Sports beverages are the most obvious candidates for a sports marketing campaign, and the most likely to run one focusing on products’ performance-enhancing properties. Carbonated soft drinks (CSDs) sports marketing is not dramatically different from conventional CSD marketing: it seeks to reach its audience through prominent advertising that uses celebrities. Sports Marketing can Reach Out and Resonate The prominence of sports in American culture means a well designed sport marketing endeavor can reach ,and resonate with, a large audience. While television ads are aimed at viewers at home, sponsorship activities often try to reach sports spectators where the game is played – both in terms of communication and actual libation. There’s a sort of hierarchy of sponsorships, including “official”, “exclusive” , “title” and “presenting”. Challenges to Consider in Sports Marketing Endorsement deals and sponsorships leave companies vulnerable to embarrassment. Scandals involving sports, teams or players can cast a dark shadow over even the best planned sports-marketing program. For beverage companies, scandals have also affected advertisers’ and sponsors’ approaches. Opportunities Presented for Sports Marketing Various possible initiatives Flexibility