Sports Advertising
Does the flashing of a billboard sign make you want to see an advertised professional sports game? Do you feel an urge to buy sports memorabilia after seeing it advertised on a stadium billboard? And finally, do you get drawn to buying a certain advertised item after seeing it displayed in a sports program? These are all valid questions, one might ask themselves, when attending a sports game or when just pondering about the topic of sports advertisement. Sports teams spend money on advertisement in different ways and through different avenues. It is a part of the norm. For professional sports teams, today. Sports teams may advertise through billboards, stadiums, websites, television, banners, flying blimps or aerial banners, etc. How sports teams choose to advertise could affect their success. If a sports team chooses to use only one avenue to advertise their team, then they will likely not reap the benefits of those teams who choose a variety of advertising venues, such a mixture of those mentioned above.
With that being said, professional sports teams must keep in mind one thing above all else when it comes to marketing and advertisement, which is the audience. Lose the audience and you lose your market (Shelton, 2005). For example, in 1994, players went on a baseball strike, which lasted for 234 days. Fans began to lose their patience and interest, in turn leaving them with a difficult time trying to recapture interest in their teams, over the past 10 years. The baseball strike of 1994 left an important lesson to be learned, in relation to marketing and advertisement. The lesson learned was to always keep your audience happy. Topics to be discussed in this paper are cost of advertising for professional sports teams in relation to team overall budgets, sports and stadium advertisement costs for companies, and overall advertisement options for teams.
First of all, all professional sports teams spend money on advertising as a part of their budget or by using monies through different avenues in relation to the teams overall budget. Wherever the money comes from it is something that is needed in order to promote a team in a proper way to customers in the United States and around the world. All professional sports teams are different when it comes to the amount allotted in their overall budget and the amount spent on advertisement. A few examples can be discussed, so as to get a better overall picture of money spent on advertisement.
One example, to begin with, is the Women's National Basketball League (WNBA). The WNBA had a marketing budget of $15-million in 1998, with the American Basketball League (ABL) having a $5-million budget in the same year (Smith, 1998). Here the differences can be seen, as to how different teams have different marketing budgets. In many instances today, nationally, local taxpayers pay subsidies to professional sports facilities in the amount of $500 million dollars a year (Bast, 1998).
A typical sports facility costs more than $10 million a year. Many times competition among cities for professional sport franchises has dramatically lowered rent payments from teams, often to zero, and teams routinely claim all revenues from parking and concessions (Bast 1998). The marketing money allotted, at this point, is unknown, and is many times paid for by taxpayers. The Major League Baseball (MLB) has a total budget of 11.2 billion per year. After doing an extensive amount of research, it was found that much of the research in regards to budgets and advertising budgets and sports teams are not too public. It was difficult to even find the information above.
Secondly, stadiums are a major avenue for both sports teams companies alike to advertise their team or company. It is a major way to advertise toward many customers for these professional teams, not only in person, at the actual stadium, but also on television, as many professional games are often televised nationally. This is a way to get not only thousands but millions...
By virtue of the fact that sports such as baseball and football in the United States had begun to prove themselves enormously popular and profitable, the intrusion of sponsorship and advertisement as a regular element of the game had begun a century ago. However, the paired evolution of the sports market to the coverage of an enormous breadth of market contexts and categories and of the media channels through
Planning such an event when it has not been done before is very difficult and time consuming. Mistakes can easily be made on cost, time, and other issues when people are unsure as to what they should do to create an event that is successful - which could happen because the promotion company is uncertain about putting on such a large event and has questions about many aspects of it. Volunteers and
Imposing a Tax or Levy to Build a Sport Facility: As previously mentioned, one of the major concerns that have emerged in the recent past is whether or not a community should impose a levy or tax to pay for bonds for a sport facility that would house a major league professional sport team. Historically, many taxation avenues have been used to pay for the development of a new sport facility.
Sports Sponsorships: Considerations and Configurations The sponsorship of sports has become a highly visible and powerful variable in professional sports, and to a lesser degree, in scholastic sports. The field of sports sponsorship has evolved to such a degree that sponsorship strategies have been classified into benefits packaged identified by color: Gold, silver, and bronze. Selection of sponsorship packages has become de facto, which undoubtedly creates advantages for the sponsor. Recently,
Advertising is Essentially a Negative Influence on Society: Generally, advertising has been part of economies across the globe since the commencement of trade as merchants have primarily sorted out the benefits of their goods in the marketplace. Some of the most common advertising means that were present in ancient advertisement include shop signs and broadsides in posts, walls, or trees. Since then advertising has continued to grow and develop to an
10). Branding a sport means picking the focus and emphasizing it. For instance, "Nissan ranks high on the shopping list," since "we know what triggers a consumer's desire beyond price point alone" (Ibid. p. 13) When Nissan is out there on the race track, the consumer focuses on it as he or she never would anywhere else. When Tony Stewart climbed the 20-foot fence to be with his fans after
Our semester plans gives you unlimited, unrestricted access to our entire library of resources —writing tools, guides, example essays, tutorials, class notes, and more.
Get Started Now