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Strategies In The Sports Marketing Industry

1436 words - 6 pages

Imagine sitting at a favorite sporting event. Think about all the advertisements on the jumbotron and the things the team wants you to buy. All these teams have one main goal, to sell you product and make a profit. The men and women behind the scenes making this all happen are sports marketers. According to Wake Forest University, the careers of sports marketers are fast paced, exciting and quite hectic. From NASCAR to baseball, these marketers use a multitude of strategies to market product in the real world. For example Mike Ozanian, member of the Forbes staff, talks about the Dallas Cowboys. He contributes the 500 million dollar revenue from per season to specific athlete endorsements and ...view middle of the document...

Steve Parker comments on the athlete fan connection by writing “Previously, the conventional way athletes achieved celebrity status was mainly through endorsement deals and association with a certain product or brand. This remains today, but now athletes have the ability to engage their fans directly and organically from their own personality “brand” rather than hitting the lottery with a Nike shoe deal.” Athletes can increase their image in the public eye though social media more than ever. Another big popularity/money booster for athletes and teams is the creation of Fantasy Sports. Parker states “This new athlete-centric sports world began with the popularity boom of online fantasy sports, which has grown into a $3.8 billion industry. Fans invest money into their fantasy teams, which are composed of players on different professional teams in their respective league.” As a result, all teams benefit, because fans will be watching more than one team event for a sport to track players. This creates more opportunities for people to buy merchandise or see commercials while enjoying the game. Endorsements and the popularity of athletes play a major role in how a team's market products and how much revenue they earn.
If the world of sports were to cease to exist as we know it, the economy would take a huge punch to the gut. Many don’t realize the role that sports marketing plays in the economy. This industry provides 456,000 jobs with average salaries of about $39,000 (Burrow). Without people working these jobs, there would be no advertisements, no team apparel, and no televised games. Wake Forest University does a Career Overview of Sports Marketing. One of the jobs they define is an event coordinator by stating “This position requires a great breadth of experience in the field and is one of the more difficult entry-level positions to acquire. Working with the Event Director, an Event Coordinator assists with operations both on and off-site, and must be attentive to every detail of event staging.” The Coordinators also work with corporate sponsors to keep them happy and assure their products are being advertised correctly (Wake Forest). According to Gwen Burrow, “The sports industry as a whole brings roughly $14.3 billion in earnings a year.” One of the major contributors to this the Dallas Cowboys. Mike Ozanian of FORBES Staff builds of Burrow by stating, “ The Dallas Cowboys have not been to the Super Bowl in 16 years. But the lack of a title game appearance has done nothing to slow down the money that flows into the arms of Jerry Jones the oilman who bought the NFL team. The Cowboys are now worth $2.1 billion.” ESPN also reports that poll results show the Cowboys to be the most popular team, and third highest in merchandise sales (Ozanian). But how did Jerry Jones create such a popular team without them even making it to a Super Bowl? What makes Dallas different from any other NFL is the $80 million in revenue that the team gets from sponsorship....

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