Kirk L. Wakefield
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The Business of Sports Marketing
 

With contributions from Top 10 Sports Marketing Executives 

(All are VPs/Directors of Marketing at organizations that are at the top of their respective leagues or markets in attendance/patronage. Journalists, of course, are in a league of their own.)
  • Matt Fitzgerald (Dallas Mavericks, NBA)
  • Phil Thomas (St. Louis Rams, NFL)
  • Lance Scheetz (San Jose Sabercats, AFL)
  • Kerry Sewell (Memphis Redbirds, AAA)
  • Thomas Federl (Tennis Masters Series Cincinnati, ATP)
  • Matt Majka (Minnesota Wild, NHL)
  • Scott Brubaker (Arizona Diamondbacks, MLB)
  • Dan Farrell (St. Louis Cardinals, MLB)
  • David Stivers (Pebble Beach Golf)
  • Darren Rovell (ESPN)
  • Kurt Hunzeker (Team Marketing Report)
  • Dave Barry (Miami Heralds)
Forward by Dave Barry: "Dear Kirk, I'm sorry, but I am WAY behind on a book deadline, and I'm just not doing anything else now." Dave Barry  P.S. "WAY behind."

 

Contents: Top 10 Sports Marketing Tips

Introduction: We all know basic marketing strategy. Sports marketing books have often rehashed Marketing 101, merely substituting sports examples where appropriate. This text seeks to accomplish three objectives:

1. Add concepts, theory and application beyond principles of marketing that differentiate sports marketing from common product marketing.

2. Make a readable, if not enjoyable, text geared toward sports marketing professionals and sports marketing students.

3. Provide direct input from Top 10 sports marketing executives to provide points of application, discussion, and validity supporting the material within the text.

Subject The Professor's Take Top 10 Outline Team Research Questions
Introduction to Sports Marketing      
Sell an Identity.      
Plan by segments.      
Offer no discounts.      
Research your fans.      
Track and treat your season ticket holders.    
Set sponsorship and sales promotion objectives.  
Tap the Hispanic Market.
Ignite merchandise sales.
Place: There’s no place like home.

See the future. Be the future.

 

The Top 10 Sports Marketing Tips

    Sports Marketing Tip Traditional Concept

1

S

Sell an identity.

Loyalty

2

P

Plan by segments.

Target markets

3

O

Offer no discounts.

Pricing

4

R

Research your fans.

Market research

5

T

Track and treat your season ticket holders.

Revenue optimization

6

S

Set sponsorship and sales promotion objectives.

Promotions/Sponsors

7

T

Tap the Hispanic Market

Cross-cultural marketing

8

I

Ignite merchandise sales.

Merchandising

9

P

Place: There’s no place like home

Physical environment

10

S

See the future. Be the future.

Environmental analysis
K. Wakefield
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Revised: 05/29/2003

 

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