Table Of Content2
Sport Marketing
Fourth Edition
Bernard J. Mullin, PhD
Aspire Group
Stephen Hardy, PhD
University of New Hampshire
William A. Sutton, EdD
University of South Florida
Human Kinetics
3
Library of Congress Cataloging-in-Publication Data
Mullin, Bernard James.
Sport marketing / Bernard J. Mullin, Stephen Hardy, William A. Sutton. -- Fourth edition.
pages cm
Includes bibliographical references and index.
1. Sports--Marketing. I. Hardy, Stephen, 1948- II. Sutton, William Anthony, 1951- III. Title.
GV716.M85 2014
338.4'3796--dc23
2013031098
ISBN-10: 1-4504-2498-8 (print)
ISBN-13: 978-1-4504-2498-1 (print)
Copyright © 2014, 2007, 2000, 1993 by Bernard J. Mullin, Stephen Hardy, and William A. Sutton
All rights reserved. Except for use in a review, the reproduction or utilization of this work in any form or by any electronic, mechanical, or other means, now known or hereafter invented,
including xerography, photocopying, and recording, and in any information storage and retrieval system, is forbidden without the written permission of the publisher.
The web addresses cited in this text were current as of December 2013, unless otherwise noted.
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Photograph (cover): Layne Murdoch/NBAE via Getty Images
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Printed in the United States of America
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The paper in this book was manufactured using responsible forestry methods.
Human Kinetics
Website: www.HumanKinetics.com
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E5690
5
Check Out the Web Study Guide!
You will notice a reference throughout this version of Sport Marketing, Fourth Edition, to a web study guide.
This resource is available to supplement your e-book.
The web study guide features exclusive video interviews with leaders in the sport industry, offering insight into
how they incorporate marketing strategies into their daily work. Activities built around these clips guide you
in using core concepts from the text to answer questions about the applied situations in the interviews. Web
search activities also provide opportunities for you to compare strategies found on sport organization websites,
YouTube, and other online locations.
Follow these steps to purchase access to the web study guide:
1. Visit www.tinyurl.com/BuySportMarketing4EWSG.
2. Click the Add to Cart button and complete the purchase process.
3. After you have successfully completed your purchase, visit the book’s website at
www.HumanKinetics.com/SportMarketing.
4. Click the fourth edition link next to the corresponding fourth edition book cover.
5. Click the Sign In link on the left or top of the page and enter the e-mail address and password that you
used during the purchase process. Once you sign in, your online product will appear in the Ancillary
Items box. Click on the title of the web study guide to access it.
6. Once purchased, a link to your product will permanently appear in the menu on the left. All you need to
do to access your web study guide on subsequent visits is sign in to
www.HumanKinetics.com/SportMarketing and follow the link!
Click the Need Help? button on the book’s website if you need assistance along the way.
6
Guy Maxton Lewis, 1926-2013
Photo courtesy of Special Collections and Archives, University of Massachusetts, Amherst.
We dedicate this book to the memory and legacy of Professor Guy M. Lewis, a true genius and visionary. Guy
was a key founder and builder of undergraduate and graduate programs in sport studies and sport
management at both the University of Massachusetts and the University of South Carolina. Throughout his
long and active career, he constantly searched for ways to integrate the theoretical with the practical, scholars
with practitioners. His professional contributions include the North American Society for Sport History, the
Sport Management Arts and Sciences Conferences at UMass, and the International Sports Business
Conferences at South Carolina. We happily consider ourselves among the many students, colleagues, and
professional associates who have benefitted from his wisdom and counsel. He will be missed. His
contributions will endure.
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Contents
Contributors
Foreword
Preface
Web Study Guide
Instructor Resources
Acknowledgments
Chapter 1: The Special Nature of Sport Marketing
The NBA and Global Marketing Strategy
Weathering Recessions
The Competitive Marketplace
Sport Marketing Defined
Marketing Myopia in Sport
Change in the Profession
Uniqueness of Sport Marketing
Wrap-Up
Chapter 2: Strategic Marketing Management
Sport Strategy Is More Than Locker Room Talk
Marketing Planning Process
Strategic Step 1: Develop Vision, Position, and Purpose
Strategic Step 2: Develop Strategic Goals and Objectives
Strategic Step 3: Develop a Ticket Marketing, Sales, and Service Plan
Strategic Step 4: Integrate the Marketing Plan Into a Broader, Strategic Resource Allocation
Strategic Step 5: Control and Evaluate Implementation of the Plan
Eight-Point Ticket Marketing, Sales, and Service Plan Model
Wrap-Up
Chapter 3: Understanding the Sport Consumer
Socialization, Involvement, and Commitment
Environmental Factors
Individual Factors
Decision Making
Wrap-Up
Chapter 4: Market Research in the Sport Industry
Sources of Information
Users of Market Research in Sport and Entertainment
Application of Market Research in the Sport Industry
Performing the Right Research
Wrap-Up
Chapter 5: Market Segmentation
What Is Market Segmentation?
Four Bases of Segmentation
Integrated Segmentation Strategies and Tactics
Wrap-Up
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Chapter 6: The Sport Product
What Is the Sport Product?
The Sport Product: Its Core and Extensions
Grassroots Ideas
Key Issues in Sport Product Strategy
Wrap-Up
Chapter 7: Managing Sport Brands
What Is Branding?
Importance of Brand Equity
Benefits of Brand Equity
How Brand Equity Is Developed
Wrap-Up
Chapter 8: Sales and Service
Relationship Between Media, Sponsors, and Fans and the Sales Process
What Is Sales?
Direct Data-Based Sport Marketing and Sales
Typical Sales Approaches Used in Sport
Pricing Basics
Secondary Ticket Market
Aftermarketing, Lifetime Value, and the Importance of Retaining Customers
Wrap-Up
Chapter 9: Sponsorship, Corporate Partnerships, and the Role of Activation
What Is Sponsorship?
Sponsorship in the Marketing Mix
Growth of Sponsorship
What Does Sport Sponsorship Have to Offer?
Corporate Objectives
Sponsor Activation
Selling Sponsorships
Ethical Issues in Sponsorship
Wrap-Up
Chapter 10: Promotion and Paid Media
The Catchall P: Promotion
Advertising
Advertising Media for Sport
Promotional Concepts and Practices
Promotional Components
Ultimate Goal: Keeping Consumers on the Escalator and Moving Them Up
Putting It All Together: An Integrated Promotional Model
Wrap-Up
Chapter 11: Public Relations
What Is Public Relations?
Public Relations in the Sport Marketing Mix
Sport Public Relations in the Digital Age
Public Relations Functions
Sport, Television, and Entertainment Influence on Sport Public Relations
Wrap-Up
Chapter 12: Social Media in Sport
What Is Social Media?
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Building an Audience
Engaging Fans
Driving Behavior
Social Media Platforms
Avoiding Pitfalls
Leveraging Players and Talent
Wrap-Up
Chapter 13: Delivering and Distributing Core Products and Extensions
Placing Core Products and Their Extensions
Theory of Sport and Place
Facility
Marketing Channels
Product-Place Matrix
Wrap-Up
Chapter 14: Legal Aspects of Sport Marketing
Intellectual Property
Trademark Infringement
Copyright Law and Sport Marketing
Patents
Sport Marketing Communications Issues
Ambush Marketing
Right of Publicity and Invasion of Privacy
Contractual Issues Involving Consumers
Promotion Law Issues
Emerging Issues
Wrap-Up
Chapter 15: Putting It All Together
Cross-Effects Among the Five Ps
Controlling the Marketing Function
Wrap-Up
Chapter 16: The Shape of Things to Come
From Our Crystal Ball
From Our Crystal Ball Redux: By the Year 2020
Wrap-Up
About the Authors
10
