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Copyright, iv
Preface, xix
Acknowledgments, xxiii
Part I. Contingency Framework for Strategic Sports Marketing, 1
Chapter 1. Emergence of Sports Marketing, 2
What Is Sports Marketing?, 3
Understanding the Sports Industry, 4
Sport as Entertainment, 4
Spotlight on International Sports Marketing: NFL Comes to Big Screen in Mexico, 5
A Marketing Orientation, 5
Fan Friendly Minor League Ballparks a Fun Destination, 6
Growth of the Sports Industry, 7
International Sports Marketing: Chinese Basketball Fans: “I Love This Game”, 10
The Structure of the Sports Industry, 10
The Consumers of Sport, 11
The Sports Product, 16
Different Types of Sports Products, 16
Career Spotlight: Dean Bonham, CEO, the Bonham Group, 17
The Multidimensional Nature of the Sports Product, 22
Producers and Intermediaries, 23
Sports Marketing Hall of Fame: Mark McCormack, 26
Basic Marketing Principles and Processes Applied to Sport, 27
The Sports Marketing Mix, 27
The Exchange Process, 28
The Strategic Sports Marketing Process, 29
NHL Hopes Female Fans Take Pink to the Rink, 30
Summary, 31
Key Terms, 32
Review Questions, 32
Exercises, 32
Internet Exercises, 33
Endnotes, 33
Chapter 2. Contingency Framework for Strategic Sports Marketing, 35
Contingency Framework for Strategic Sports Marketing, 35
After the Lockout, NHL Is Still Thriving, 36
Contingency Approaches, 38
Internal and External Contingencies, 40
Internal Contingencies, 41
Vision and Mission, 41
Organizational Objectives and Marketing Goals, 42
Organizational Strategies, 44
Organizational Culture, 48
External Contingencies, 49
Competition, 49
Technology, 50
Media Technology: Ten Technologies That Are Changing the Way People Consume Sports, 52
Cultural and Social Trends, 56
Physical Environment, 57
Political, Legal, and Regulatory Environment, 58
Demographics, 60
Tennis Bodies’ Rulings Force Adidas to Change Its Stripes, 60
Ethnic Studies: How to Create Ethnic Promotional Nights That Grow Ticket Sales, 62
The Economy, 63
Monitoring the External Contingencies, 65
Assessing the Internal and External Contingencies: SWOT Analysis, 66
Summary, 68
Key Terms, 69
Review Questions, 69
Exercises, 70
Internet Exercises, 70
Endnotes, 70
Part II. Planning for Market Selection Decisions, 73
Chapter 3. Research Tools for Understanding Sports Consumers, 74
Marketing Research in Action: The Albany River Rats, 75
The Marketing Research Process, 76
Defining the Problem or Opportunity, 77
Measuring Return on Sports Marketing Investment, 78
Choosing the Research Design Type, 82
Identifying Data Collection Techniques, 84
Secondary Data, 85
Primary Data, 88
Spotlight on International Sports Marketing: Survey Uncovers Canadian Fan Passion Drivers, 92
Designing Data Collection Instruments, 94
Designing the Sample, 98
Data Analysis, 99
Preparing a Final Report, 101
Summary, 102
Key Terms, 103
Review Questions, 103
Exercises, 103
Internet Exercises, 104
Endnotes, 104
Chapter 4. Understanding Participants as Consumers, 105
Model of Participant Consumption Behavior, 107
Participant Decision-Making Process, 107
Types of Consumer Decisions, 112
Psychological or Internal Factors, 113
Personality, 114
Motivation, 115
Perception, 119
Learning, 121
Attitudes, 122
Sociological or External Factors, 124
Culture, 124
Spotlight on International Sports Marketing: China Wants Its People Fighting Fit for 2008, 124
Social Class, 127
Reference Groups, 128
Sports Marketing Hall of Fame: The Babe: Babe Didrikson Zaharias, 129
Family, 129
Situational Factors, 130
High School Sports Participation Climbs, 130
Workout Combos for the Time-Starved, 133
Summary, 134
Key Terms, 135
Review Questions, 135
Exercises, 136
Internet Exercises, 136
Endnotes, 136
Chapter 5. Understanding Spectators as Consumers, 138
Factors Influencing Attendance, 142
Fan Motivation Factors, 142
WNBA Has the Game, Not Fans, 145
Sports Marketing Hall of Fame: David Stern, 146
Game Attractiveness, 147
Economic Factors, 147
Competitive Factors, 147
Demographic Factors, 148
Stadium Factors, 148
Value of Sport to the Community, 154
Career Spotlight: Dan Mason, General Manager, Rochester Red Wings, Triple A Affiliate of the Minnesota Twins, 155
Sports Involvement, 156
Fan Identification, 156
Spotlight on International Sports Marketing: A Comparative Analysis of Spectator Involvement: United States vs. United Kingdom, 159
Managerial Benefits, 160
Summary, 160
Key Terms, 161
Review Questions, 161
Exercises, 162
Internet Exercises, 162
Endnotes, 162
Chapter 6. Segmentation, Targeting, and Positioning, 165
Segmentation, 165
Bases for Segmentation, 166
Our Father Who Art at Home Plate, 167
Reaching Youthful Audience Demands Break from the Norm, 170
NBA Also Is Female Fan-Tastic, 174
Getting a Handle on Women’s Professional Football, 175
Learning the Hispanic Market, 176
Spotlight on International Sports Marketing: Sports’ Next Expansion: Going Global, 182
Choosing More Than One Segment, 185
Target Markets, 187
Evaluation of Target Markets, 187
Positioning, 189
Repositioning, 192
Hornets’ Stay Helped Create a Pro Sports Image for City, 193
Summary, 193
Key Terms, 194
Review Questions, 194
Exercises, 194
Internet Exercises, 195
Endnotes, 195
Part III. Planning the Sports Marketing Mix, 197
Chapter 7. Sports Product Concepts, 198
Defining Sports Products, 198
Goods and Services as Sports Products, 200
Career Spotlight: J. Jonathan Hayes, Managing Director, U.S. Bank Professional Sports Division, 201
Classifying Sports Products, 203
Product Characteristics, 206
Branding, 206
Spotlight on International Sports Marketing: Brand Beckham, 207
Spotlight on Sports Marketing Ethics: Native American Mascots: Racial Slur or Cherished Tradition?, 209
When Winning Isn’t Everything, 213
Sports Marketing Hall of Fame: Phil Knight, 216
Licensing, 218
Quality, 221
Product Design, 226
Summary, 228
Key Terms, 230
Review Questions, 230
Exercises, 230
Internet Exercises, 231
Endnotes, 231
Chapter 8. Managing Sports Products, 233
New Sports Products, 233
Ultimate Fighting’s Rise Creates New Breed of American Brawler, 234
Types of New Products, 235
Sports Marketing Hall of Fame: Bill Rasmussen, 236
Spotlight on Sports Marketing Ethics: Outta Sight or Gone Too Far?, 238
The New Product Development Process, 242
Idea Generation, 242
Idea Screening, 242
Analysis of the Sports Product Concept or Potential, 243
Developing the Sports Product, 245
Test Marketing, 245
Commercialization, 246
New Product Success Factors, 246
Product Life Cycle, 247
Introduction, 249
Growth, 249
Fantasy Sports Craze Attracting Millions of Fans, 250
Maturity, 251
Birdies: A Backyard Game Serves Up a New Image, 252
Decline, 253
Other Life Cycle Considerations, 253
Spotlight on International Sports Marketing: NBA Reaches Out to Ever-Growing Basketball Fan Base in China, 256
Diffusion of Innovations, 258
Types of Adopters, 259
Summary, 259
Key Terms, 260
Review Questions, 261
Exercises, 261
Internet Exercises, 261
Endnotes, 261
Chapter 9. Promotion Concepts, 263
Communications Process, 264
Sports Marketing Hall of Fame: Bill Veeck, 264
Source, 265
Encoding, 267
Message, 268
Spotlight on Sports Marketing Ethics: Athlete Dramas, Scandals, Suspensions: How Do Corporations Respond?, 268
Medium, 270
Decoding, 271
Spotlight on Sports Marketing Ethics: Are Hockey Company Ads Crossing the Line?, 272
Receiver, 273
Feedback, 273
Noise, 274
Promotion Planning, 274
Target Market Considerations, 274
Push Strategy, 275
Pull Strategy, 275
Promotional Objectives, 276
The Hierarchy of Effects, 276
Establishing Promotional Budgets, 278
Choosing an Integrated Promotional Mix, 280
Summary, 282
Key Terms, 283
Review Questions, 283
Exercises, 283
Internet Exercises, 284
Endnotes, 284
Chapter 10. Promotion Mix Elements, 285
Advertising, 286
Advertising Objectives, 286
Advertising Budgeting, 289
Creative Decisions, 289
Spotlight on Sports Marketing Ethics: Women’s Tennis Cashing In on Sex Appeal, 291
Nike Ups Money for Large-Ticket Endorsement Deals, 299
Media Strategy, 299
Media Scheduling, 307
Personal Selling, 307
Career Spotlight: Kevin Rochlitz, Senior Director, National Partnerships and Sales, Baltimore Ravens, 309
The Strategic Selling Process, 309
Sales Promotions, 312
Public Relations, 317
No Charity, No Glory: Teams, Leagues Embrace New Social Consciousness, 319
Summary, 320
Key Terms, 321
Review Questions, 321
Exercises, 322
Internet Exercises, 322
Endnotes, 322
Chapter 11. Sponsorship Programs, 324
Growth of Sponsorship, 324
Ford Looks at Sports Sponsorship as a New Way to Connect with the Consumers, 325
Allstate Finds Unique Way to Advertise at Events, 327
DLP Products Races into Year Two of Its NASCAR Sponsorship, 328
Designing a Sports Sponsorship Program, 328
March to Atlanta: Name of the Game Is Driving Drink Sales, 330
Sponsorship Objectives, 333
Awareness, 333
Competition, 334
Spotlight on Sports Marketing Ethics: Protecting Sport Sponsors from Ambush Marketing, 336
Bud Picks Up Word Cup Brew-Haha, 343
Sponsorship Budgeting, 345
Choosing the Sponsorship Opportunity, 348
Marketers Are Joining the Varsity, 352
7-Eleven Hopes to Win Over Sports-Loving Customers with Major Team Sponsorships and Integrated Marketing, 354
Sponsorship Implementation and Evaluation, 360
Summary, 361
Key Terms, 362
Review Questions, 362
Exercises, 363
Internet Exercises, 363
Endnotes, 363
Chapter 12. Pricing Concepts and Strategies, 365
What Is Price?, 365
The Determinants of Pricing, 368
Sports Marketing Hall of Fame: Pete Rozelle, 369
Internal Factors, 369
Spotlight on Sports Marketing Ethics: Astronomical Athlete Salaries: Are They Worth It?, 373
External Factors, 379
Career Spotlight: Don Schumacher, President, Don Schumacher and Associates and Executive Director, National Association of Sports Commissions, 379
Consumer Demand, 380
Economy, 384
Competition, 384
Legal Issues, 385
Technology, 385
Ticket Scalping Comes Out of the Shadows, 386
Price Adjustments, 387
Would Teams Dare Change How Season Tickets Are Priced?, 387
Price Increases and Reductions, 388
Price Discounts, 389
Summary, 390
Key Terms, 391
Review Questions, 392
Exercises, 392
Internet Exercises, 392
Endnotes, 393
Part IV. Implementing and Controlling the Strategic Sports Marketing Process, 395
Chapter 13. Implementing and Controlling the Strategic Sports Marketing Process, 396
NHRA Owners Fire Up Marketing Plan, 397
Implementation, 397
XFL: What Went Wrong?, 399
Communication, 400
Staffing and Skills, 402
Sports Marketing Hall of Fame: Gary Davidson, 402
Coordination, 405
Career Spotlight: Stu Eversole, District Athletic Director, Lakota Local Schools, 405
Rewards, 407
Information, 408
Creativity, 409
Do-Overs: NBA Ball Hardly First Sports Innovation to be Recalled, 410
Budgeting, 412
Control, 413
Planning Assumptions Control, 413
Process Control, 415
Teams, Sponsors and Agencies All Share ROI Accountability, 416
Contingency Control, 421
Summary, 423
Key Terms, 425
Review Questions, 425
Exercises, 425
Internet Exercises, 425
Endnotes, 426
Appendix A. Career Opportunities in Sports Marketing, 427
Appendix B. Sports Marketing Sites of Interest on the Internet, 435
Glossary, 437
Photo Credits, 447
Index, 449

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