Sport/Event Product

More Than a Ticket

Elements of Sport/Event Product

Objectives

• A: Describe the unique categories and characteristics of sport/event products.

• B: Explain how the characteristics of sport/event products affect marketing.

Categories of Sport/Event Product

Sporting Events

• Every time you participate in or watch sports, you are consuming a sport/event productExamples:

• Little League baseball

• High school track meet

• College wrestling

• Pro Hockey

• The X Games

Open Ended

Give examples of sporting events that you like to participate in and sporting events that you enjoy watching.

Athletes

• Essential component of sports

• Famous athletes become products

• A big-time athlete adds value to a sport product

Open Ended

Identify other athletes, who would be considered a product themselves

Venues

• The setting has a big impact on consumers' perception of the event.

• Examples:

• Gymnasiums

• Fields/Stadiums

• Convention centers

Sporting Goods

• Essential to the sport event itself

• Examples

• Equipment

• Uniforms/Clothing

• Athletic shoes

Non-Sport Events

• Although sports are America's best-loved pastime, we do attend many events that aren't games or athletic competitions.

Examples

• Concert

• Play

• Movie Premiere

Sport/Event Media

• Televised shows

• Radio broadcasts

• Newspapers/Magazines

• Internet/Social media

Multiple Choice

Which of the following products are a sporting event:

• Yankee Stadium

• Premiere of a Broadway play

• ESPN The Magazine

• Ocean kayaking in Alaska

Multiple Choice

Which of the following is an example of a venue:

• Statesville Sporting Goods store

• Statesville Recreation Complex

• Statesville Annual Marathon

• Statesville Jazz Festival

Multiple Choice

Which of the following is non-sport event:

• The Annual Concession Workers' Convention

• Monday Night Football broadcast

• University of Nebraska Volleyball Camp

• The Little League World Series

Licensed Merchandise

• Any product that bears the name or logo of a sports team or league

• A multibillion-dollar industry

• Examples

• Coffee mugs

• T-shirts, jackets, hats

• Trading cards

Open Ended

Give an example of a licensed sport/event merchandise that you own.

Multiple Select

Which are examples of licensed merchandise

• NASCAR keychains

• Carolina Panther Mugs

• Gloves

• March Madness Posters

Products: Goods or Services

• Goods

• Tangible, physical products

• Seen and untouched

• Services

• Intangible experiences

Sports Services

• Lessons

• Camps/Clinics

• Fitness classes

• Athletic training

Rented vs. Owned Goods Services

Rented-Goods Services

• Involve renting a product for a certain period of time

• Example: Renting a jet ski for a day on the lake

Owned-Goods Services

• Involve repairing or changing a product that you've already purchased

• Example: Paying to replace the webbing in your catcher's mitt

Multiple Choice

The most basic distinction between goods and services states that goods are ____________ products.

• intangible

• inconsistent

• branded

• tangible

Unique Characteristics of Sport/Event Products

Separability

• Is the product produced at the same time it is consumed?

• Hockey sticks are manufactured long before they are sold/consumed

• A football game is produced while it is being consumed

Perishability

• Many sport/event products have a high degree of perishability; can it be stored & used later?

• Hockey stick - yes

• Football game - no

• If they're not consumed immediately, they will be gone forever

• That particular event/game will NEVER happen again

Consistency

• Inconsistent: the quality of the product's performance is impossible to guarantee over a period of time.

• Panthers (from the Super Bowl to most losses in a season)

• Consistent: the quality of a product's performance is possible to guarantee over a period of time (Patriots winning Superbowl back to back)

Most Sport/Event Products are Classified as . . .

• A combination of goods and services

• Can rarely be treated as either pure goods or pure services

• Most sport/event products have a multifaceted nature that combines elements of both types of products

Multiple Choice

A high school basketball team participated in the state championship game last year. It did not participate in the play-off games this year. This is an example of which sports or event product?

• Inconsistent

• Perishable

• Tangible

• Consistent

Multiple Choice

Your band is having a concert to raise money for charity. You have 15 tickets left and must sell them before the performance on Thursday night. This is an example of a(n) __________ product.

• Perishable

• Imperishable

• Consistent

• Tangible

Multiple Choice

What are most sports or event products classified as?

• Pure goods

• Pure services

• A combination of goods and services

• A combination of rented and owned-goods services

Branding

• Makes products stand out from the competition

• Uses positive, memorable product names

• Uses instantly recognizable logos and trademarks

• Help products gain long-lasting consumer loyalty

Open Ended

Why do you remain loyal to your team or entertainer?

Multiple Choice

Which of the following is a reason that sport/event marketers use branding:

• To give their products positive, memorable names

• To use logos and trademarks

• To help consumers distinguish between goods and services

• To make their products stand out from the competition

Open Ended

What's one thing you learned that you didn't already know?