¶ … Marketing of NBA
Since the last twenty years there has been a dramatic change at the North American professional sports organization. A change in the business setting of professional sport in North America has caused in the extensive implementation of relationship marketing system. The type of this change has been impacted by causes like globalization of world markets, abundant telecast of sporting programs, changes in technology, and eventually the surfacing of the amusement economy manifested by more and more jobs in the holiday and amusement industry and the launching of new technology propelled by products for entertainment. These changes have built opening for and called for the creation of close relationship among sport establishments and between sport organization and business partners. In the sporting world, the relationship marketing program is based on the standard of drawing and sustaining long-term relationships with commercial and industrial procurers, corporate sponsors and fans. The National Basketball Association-NBA was chosen for the research taking onto account the total metamorphosis of this once struggling league into the most prevailing international sports brand in the world. (Adopting a Relationship Marketing Paradigm: The Case of the National Basketball Association)
Apart from real basketball ability, marketing might be the most vital distinction between the NBA and every other levels of basketball. Name and identity of the sportsman in the NBA is evidently at better level compared to any other professional sport. (Talking X's and O's-Ask the Pro) From its birth during 1946, the NBA has assumed to be an international event that rises above national boundaries. Having 30 teams in the United States and Canada, NBA sporting events and its other programs are telecast to 214 nations and in 43 languages through 157 broadcasters; they are among the biggest suppliers of sports television and Internet programming across the world. The website NBA.com having in excess of 50% of all traffic to the site is by fans outside the United States has nine global destinations intended for fans specific to the language. The NBA is an acclaimed leader in international sports marketing having 13 offices throughout the world. (NBA and Nokia Expand Marketing Relationship)
The NBA has faced a great transformation in the development and recognition from the middle part of the 1980s through the 1997-98 seasons. The NBA came out successful in the NHL in the aggregate attendance per match during the 1998-99 seasons and went on to go up until the 1997-98 playing season. But following the 1997-98 seasons, the NBA had to bear a slide in sales of ticket. Marketing Departments in the NBA were therefore compelled to give innovative ideas for increasing ticket sales. (NBA Marketing Directors' Perceptions of Effective Marketing Techniques: A Longitudinal Perspective) NBA took up relationship marketing practices to triumph over the hard times and has come to be a symbol of the incident as they are happening across professional sport. It seems that the change prevailing philosophy, culture and customs of this league happened between 1980 and 1997. Latest facts from industry journals indicate that this is the phase during which the NBA has adopted the doctrines of the relationship marketing model. (Adopting a Relationship Marketing Paradigm: The Case of the National Basketball Association)
In this phase NBA had taken the mentorship of a lot of renowned marketing executives in this discipline as also Account Executive Robin Pearson who was a member of the group which handled and expanded the growth of vital strategic client-league marketing partnership at NBA. Ms Pearson builds and exhibited unified media and consumer-based promotional events like the 'NBA inside Stuff' to develop consciousness about NBA more and more. (Robin Pearson: Vice President of Business Development) Companies connected with baseball have supported the NBA from the time its marketing strategies came up. NBA used relations marketing practices to reinforce its associations with corporate sponsors, like McDonald's and Coca-Cola. (Adopting a Relationship Marketing Paradigm: The Case of the National Basketball Association) Besides, FedEx Corp a frontrunner in the international shipping business and NBA have made a strategic marketing collaboration which links FedEx's worldwide shipping business and international tracks to the NBA's international marketing plan. (FedEx Shoots For NBA Experience) Under this marketing tie-up FedEx Corp will sponsor its international delivery services by way of domestic NBA matches and league media assets such as NBA TV and NBA.com. (FedEx and NBA in Marketing Alliance) FedEx presents a distinctive chance to capitalize the game's universal association and...
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