Sport Marketing Defined

Professional teams, small colleges, high schools, sports clubs, and youth programs have all looked for a better way to attract and maintain consumers. Among other things, they know thet they compete for time and mnoney with a host of rivals, including malls, mega movie complexes, Internet providers, concerts, and museums. Today's marketers clearly need a rational, coherent system that can match sport consumers with sport products.

The term of sports marketing was coined by Advertising Age in 1979 to describe the activities of consumer and industrial product and service marketers who are increasingly using sport as a promotional vehicle. Even a casual television viewer cannot help noticing the use of sport images and personalities to sell beer, cars, and a whole range of other products.

Another confusing element is use of the therm sports (plural) marketing rather than sport (singular) marketing connotes an industry of diverse and uncoordinated segments that have a little commonality.

Sport marketing consists of all activities designed to meet the needs and wants of sport consumers through exchange processes. Sport marketing has developed two major thrusts: the marketing of sport products and services directly to consumers of sport, and marketing of their consumers and industrial products or services through the use of sport promotions.

SPOTS

NIKE FUTBOL

PASION FUTBOL

BRASIL FUTBOL

The role of Television

Television has helped to build fan bases ever since the 1950's. As much as anything elese, the spread of television images has spurred the global markets for certain sport products such as the NBA, Nike, and Michael Jordan. When the worldwide number of television sets per 100,000 people doubled between 1981 and 1997, it seemed that all sport boats could rise with a surge of viewrs. In the last decade, however, the focus has changed from broad to narrow markets. The success of sport television-think TBS, ESPN, and Fox- and the excess capacity on broadband cable systems has spawned a host of new speciality sport channels. The late 1990's saw the birth of the golf ans speed channels, the Outdoor life Network, and rumors of a tennis channel. The dot-com bust and economic recession did not temper the enthuisiasm of channel builders. By late 2002, a raft of a new cable networks was all the buzz. These incluided Blackbelt TV, the Football Network, the Ice Channel, College Sports Television, NBA TV, and the NFL Channel.

Could the market sustain this competition? Neil Pilson, one-time president of CBS Sports and well-known consultant, thought so. "if you reach 300,000 families who are avid figure skating nuts, your efficiencies are quite strong, even though you're not reaching a large total number", he contended. "You're reaching the committed". But even some new network leaders were hedging their bets. Blackbelt's Wesley Hein admitted thet "peoplewould say maybe it's not the best timing, starting a network in one of the worst advertising markets in years".

¿Que es Mercadotecnia Deportiva?

Es una rama de la mercadotecnia que se creo especialmente para satisfacer las necesidades de los consumidores del deporte a través de un intercambio, que en México cada vez se esta volviendo mas notorio, ya que grandes marcas le apuestan a su comunicación a través de deportistas reconocidos o equipos deportivos.

La tendencia de dedicar mayor cantidad de tiempo al entretenimiento ha transformado el entorno de la actuación de la mercadotecnia deportiva.

No siempre es suficiente poner un logotipo en la camiseta de un equipo, en la ropa de algún deportista famoso o pagar presencia de marca durante la transmisión de algún evento, la mercadotecnia deportiva va mas allá se ha vuelto una actividad que implica buscar patrocinios con los que se comparta imagen, valores, filosofía, objetivos y personalidad de producto, temas que en México escasamente se han desarrollado.

Hablando de patrocinadores en el fútbol mexicano, donde los uniformes de los jugadores están sobrevenidos, ya que no se alcanzan a diferenciar todas las marcas que están en estos uniformes. Donde se podrían aprovechar otros espacios para las marcas que bien podrían otorgar mejores servicios a sus consumidores del deporte y ayudar a mejorar la imagen de estadios y espacios deportivos en México.

Un correcto manejo de una mercadotecnia deportiva puede crear valores positivos para las marcas, además de implantar nuevos vínculos emocionales con los aficionados ya que en cualquier deporte las emociones están a flor de piel, y en el fútbol más puesto que es el deporte más popular de nuestro país.

Equipos de fútbol como América y Guadalajara han comenzado a invertir tanto en investigación, infraestructura y acciones de experiencia para sus aficionados y para personas que se quieren involucrar con un equipo. Este deporte como muchos otros están llenos de emociones y sentimientos por esto las marcas se involucran porque pueden estar muy cerca del consumidor y hacerlo sentir acompañado y seguro. Esto a su vez impulsa el valor de la marca que se halla como patrocinador.