Essay on Sports Marketing

Nike, Inc. sought professional athletes to endorse their athletic shoes and in 1985 contracted with Michael Jordan. Michael's success in sports and his endorsement of a personalized Nike brand brought in over $100 million in the first year (Kotler & Keller, 2009). Nike has continued to market successfully with their "Just Do it" campaign and their targeting women athletes.

Economic theory introduces us to four different types of markets: perfect competition, monopolistic competition, oligopoly, and monopoly. Professional sports teams operate in an environment that is different than the typical business structure. The goal of this paper is to look at this industry, in particular the NFL, in an economics context and gain an understanding of the market structure of this unique industry. To do this I will discuss a brief history of the National Football League in the U.S. and how this organization is structured. I will also discuss typical market structures and type of

  Air Jordan’s were the first signature shoes in the NBA, thus starting what is now known as one of the highest demanding shoes in the world. The focus on Michael’s now self-branded product is to understand the relationship between celebrity endorsements and

For some time now Nike has been making a breathtaking promtion deal and sponsoring with popular althlets from different sports. Michael Jordan, Mia Hamm, Venus Williams, and some of the popular althlets that

NOCO Soccer Academy is a successful youth soccer training program is the market that Dyer has been targeting. Dyer wants to grow his business enough to reach his strategic goal of building a sports complex for his business to occupy. Dyer needs to double his business in order to support this goal. In using S.W.O.T. analysis to evaluate NOCO’s current situation it is clear that NOCO has a number of things working for it already; customer retention is very high, awareness of NOCO in its’ current market is close to 100 percent and Dyer has access to enough trainer resources to continue his company’s growth. Some of the obstacles NOCO faces in working toward expansion are loss of customer base to high school sports programs after they

of a sports marketer degree is at the end of their education they have to finish an internship which they can get a feel for what they will be doing with their degree and helps them network.

Tiger Woods, Kobe Bryant, and Michael Jordan, are just a few of the big names that help to sell Nike products. The line of Air Jordan products has been hugely successful for Nike. The Jordan line of shoes and apparel has been extremely successful since it’s beginning. The products are very expensive but the demand allows for the high prices to bring profit. The competitors are now bringing in celebrity and athlete endorsements as well. In many different ways Nike sets the standard for athletic shoes and apparel.

Nike 's decision with regard to marketing is to widely use top professional athletes to endorse its products. No company has put as much creative energy and resources into marketing celebrities as Nike. As running became less popular at the beginning of the 1980s and basketball began to gain popularity, Nike began focusing its marketing attention on basketball shoes. Using Michael Jordan to endorse their basketball shoes, Nike was able to communicate with its consumers effectively and subsequently, profits skyrocketed. Nike has signed Tiger Woods to a five-year endorsement deal, reportedly worth more than $40 million, and has thrown its considerable weight behind him. Nike is know for their creative advertising using celebrities to catch the eye of the target market.

Sport Obermeyer is a high-end fashion skiwear design and merchandising company headquartered in Aspen, Colorado. Over the years, Sports Obermeyer has developed into a dominant competitor. Sports Obermeyer's estimated sales in 1992 were $32.8 million. The company holds 45% share of children's skiwear and 11% of adult Skiwear market. Sport Obermeyer produces merchandise ranging from: parkas, vests, ski suits, shells, ski pants, turtlenecks, and accessories. These products are sold throughout U.S. department stores in urban areas and ski shops. With increasing demands and rising competition, Sport Obermeyer needs to have an edge on the market. Starting in 1985 with a joint venture in Hong Kong

Of course I had dreams of playing professional sport like every other young male in the world but, a wise man spoke to me and he asked me how much my favorite basketball player makes on average, I did the research and Lebron James makes over 300 million dollars annually. Younger me got that information and as expected I held strong on my dreams of being a professional athlete until he showed me 0.0015% of Americans make it into the NBA.”Out of every 10,000 kids playing basketball in high school only 3 will make it to the pros. Note, this doesn’t mean they’re going to stay in the pros more than 5 seconds. This doesn’t mean they’re going to get a sneaker deal and be in a Pepsi commercial This simply means they’ll get drafted.” (Odds of Playing).

The career of a sport management professional offers a large number of various positions. One such career is that of a director who specializes in promotion and development. “Promotion and development directors are hired by sports teams and school athletic programs to design and implement promotional campaigns that will increase ticket sales” (Sports Management 1). The biggest part of their job is to provide a profit for the organization they are working for. Directors set up opportunities for the sports team to make money off of sponsors. They also set up deals with advertisers to pay a sum of money in exchange for their ads or products to be listed or shown at their sporting event (Sports Management 1). Good advertising and production of cash flow go hand in hand while promotion directors try to help them to succeed. Development and promotion directors play an important role in developing a profit for their organizations.

"If industry is to be successful in dealing with public opinion . . . it must learn the language of the people, it must consider the study of public opinion as important as any phase of its operations. It must recognize that public opinion can be measured, and utilize the increasingly scientific methods developing today for gauging it"(Ross)

Sports marketing are one of the most vital uses in the field of marketing nowadays. Many companies have a trend to use sports and sports celebrity in developing their marketing campaign because they have the ability to influence others and they already are role models for a wide share of consumers in the marketplace. So, companies benefit from their popularity and reputation for its brand awareness. Especially some companies in the food and beverages industry which are concentrated on the marketing campaign and make a huge number of expenditure and its budget. Pepsi have many product lines, it introduces a product line for soda which includes many versions such as Pepsi, Mirnda, Seven Up, and other version of Mirinda like Orange and Apple. The second product line is related to the juice. The third category is related to Aquafina mineral water. There are width of every line and versions for every product.

     In the wide world of sports, teams will try and find a way to better market themselves in the nation to make more revenue. There are many ways to market your team but in the newer generation teams have been taking a different approach. Most teams will advertise there big sports star in trying to have people buy there gear, buy tickets, or simply support their team. But the most effective way to market your team is getting to the kids first. In advertising for a younger generation, you will tie the kids in more at an earlier age and hopefully will stay with the team throughout the years.

Nike mainly uses celebrity endorsement and advertising. For example, Nike uses Cristiano Ronaldo, Iniesta and many other players to market the football boots and clothing segment of the company. The company uses a lot of advertising tricks and persuasive techniques to get maximum sales. It uses tricks such as utilizing celebrities to make their products look good. So when the buyers look at the product, the customers will feel as though that they need the product because of the celebrity endorsement. Nike makes it look as if one buys a shoe designed by Cristiano Ronaldo, they will become that good at the game. Another huge and extremely successful ‘campaign’ of Nike is that Nike uses Michael Jordan to create a pair of extremely rare shoes known as the ‘Jordan’s’. Michael Jordan made a mind-blowing $90 million dollars just by selling the Jordans. Nikes total sales are $86 billion and its market share is at