Introduction
Welcome to Western Sydney University newest Sports Management course BUSM 2048 Sports Marketing.
Sports marketing encompasses the utilisation of athletic events, personalities, and teams as a means to advertise and sell goods and services. The implementation of an effective sports marketing strategy is vital for the growth and success of a sports organization, as it helps to establish brand awareness, foster customer loyalty, and generate revenue. Companies operating in the sports industry adopt a range of marketing techniques, including attracting junior players, involving parents and the community, enhancing their public image, entertaining spectators, securing sponsorship deals, and negotiating broadcast rights agreements, to accomplish their objectives.
By working through this Pressbook you will learn general marketing knowledge and theories relevant to the sports industry, such as sponsorship, endorsements, customer experience, pricing and operations.
Learning Objectives
1. Examine sports marketing strategies and the role of marketing in promoting sports nationally and globally.
2. Apply marketing theoretical frameworks and concepts to the unique factors and characteristics of the modern sports industry.
3. Analyse market research sources necessary to understand the effectiveness of a marketing campaign
4. Identify the evolution of sports marketing from a production, product, and sales focus.
5. Describe the unique nature of sports marketing and the various stakeholders who make up the sports industry.
To reach these learning goals, this unit covers a range of topics and themes throughout various learning modules.
Together we will explore the following
- The unique nature of sports marketing
- Sports markets and stakeholder engagement
- Sports consumers and fan typologies
- Market segmentation and target marketing within the sports industry
- Managing and promoting a sports brand
- Sponsorship, corporate partnerships and the role of game-day activations
- Different modes of sales and service in the sports industry
- Value of market research and analytics for the sport industry
Cover image attribution: ‘Stadium seating that is empty’© Jessica Richards is licensed under a CC0 (Creative Commons Zero) license
