TYBMS SEM 6 Marketing: Sport Marketing (Q.P. April 2024 with Solution)

 Paper/Subject Code: 86015/ Elective: Marketing: Sports Marketing

TYBMS SEM 6 

Marketing: 

Sport Marketing 

(Q.P. April 2024 with Solution)

Note: i) All questions are compulsory

ii) Figures to the right indicate full marks

Q.1A Fill in the blanks with the correct options from the bracket: (Any Eight)    (8)

1. What is the primary goal of sports marketing?

a. To promote healthy living

b. To increase revenue for sports organizations

c. To encourage fair play in sports

d. To minimize competition among athletes

2. Equipment & apparels become the without it. product as no game can be played

a. Extension

b. Awareness

c. Core

d. Essential

3. Which of the following is an example of a sponsorship in sports marketing?

a. A company advertising its products during a sports event

b. A company providing equipment id athletes for free 

c. A company offering discounts to sports fans

d. A company organizing a sports tournament

4. What is the term used to describe the strategy of creating a unique and desirable image for a sports product in the minds of consumers?

a. Brand positioning

b. Market segmentation

c-Product differentiation

d. Sponsorship activation

5. _______ involves unconventional, innovative and usually low-cost marketing tactics to engage consumers.

a. Direct Marketing

b. Campaign Marketing

c, Guerrilla Marketing

d. Digital Marketing

6. Which of the following is a characteristic of an effective sport/event logo?

a. Remote

b. Timeless

c. Practical

d. Ambiguous

7. What is the term used to describe the unique image and personality of a sports product or organization in the minds of consumers?

a. Brand

b Logo

c. Slogan

d. Mascot

8. Sports event have _____consumption since they are produced and consumed at the same time.

a. Simultaneous

b. Uniform

C. Delayed

d. Certainty

9. Host city is the place where the _________.

a. Player hails from

b. Event is held

c. Sports originates

d. Topography 

10. What is the term used to describe the process of building and maintaining relationships with customers in sports marketing?

a. Promotion

b. Publicity

c. Advertising

d. Relationship marketing

Q:1B State whether the following statements are true or false (Any Seven)        (7)

1. Sports marketing strategies remain consistent across different regions and cultures.

Ans: False

2. Sports marketing primarily focuses on promoting individual athletes rather than sports organizations.

Ans: False

3. Sponsorships are supposed to benefit both parties.

Ans: True

4. In sports marketing, sponsorship involves only financial support and does not include providing products or services.

Ans: True

5. The term "soft goods", refer to items that are literally soft, such as clothing, and linens.

Ans: True

6. Pricing strategies vary throughout the stages of the product life cycle.

Ans: True

7. Events like Olympics have selective appeal.

Ans: True

8. Market segmentation is not necessary in sports marketing since all sports fans have similar preferences.

Ans: False

9. The players are the core products in sports since they are the producers and the stars of the event.

Ans: True

10. Building strong relationships with fans is crucial for long-term success in sports marketing.

Ans: True

Q.2 Attempt the following

a. Discuss the characteristics of Sports Marketing

Sports marketing is a specialized field within the broader marketing discipline that focuses on promoting and selling sports products, events, teams, and athletes. It combines traditional marketing principles with the unique characteristics of sports, including the emotional and passionate nature of fans and the unpredictable nature of sporting events. Here are the key characteristics of sports marketing:

1. Intangible Product

• Description: Unlike tangible products, the product in sports marketing is often intangible, such as an experience or an emotional connection. For example, attending a live game, watching a match on TV, or following a team’s journey are experiences that can't be physically touched.
• Implication: This means that sports marketers focus heavily on creating emotional connections, fan experiences, and memories. Marketing strategies often emphasize the excitement, drama, and unpredictability of sports to create value for fans.

2. Perishable Product

• Description: Sports events are perishable, meaning once an event has passed, it cannot be sold again. For example, once a match is over, the opportunity to sell tickets or generate live revenue from that match is gone.
• Implication: This creates a sense of urgency for marketing campaigns and pricing strategies. Sports marketers need to focus on pre-event sales, ticket pricing, sponsorships, and broadcasting rights to maximize revenue before and during an event. It also emphasizes the importance of effective event management and the promotion of future events.

3. High Level of Competition

• Description: The sports industry is highly competitive, with numerous events, teams, athletes, and media outlets vying for attention, sponsorships, and fan loyalty.
• Implication: Sports marketers need to differentiate their products and create unique fan experiences. It requires constant innovation, partnerships, and high-quality content to attract and retain fans. Additionally, competition is not limited to direct rivals; sports teams also compete with other forms of entertainment, such as movies, concerts, and video games.

4. Fan Loyalty and Emotional Attachment

• Description: One of the defining characteristics of sports marketing is the emotional connection that fans have with teams, athletes, or sports in general. Fans are often incredibly loyal, forming deep emotional bonds that go beyond the product itself.
• Implication: Sports marketing strategies often focus on building long-term relationships with fans, fostering a sense of community, and tapping into the passion and loyalty that fans feel. Campaigns are often emotionally driven, utilizing nostalgia, pride, and identity to strengthen fan loyalty.

5. Unpredictability and Risk

• Description: Sports events are inherently unpredictable, with outcomes that can be affected by countless variables such as player performance, weather conditions, and unforeseen events (e.g., injuries, controversies).
• Implication: This makes sports marketing more challenging, as the product being marketed (e.g., a game, a season, or a team’s performance) can change at any moment. Marketers need to embrace this unpredictability, ensuring that fans and sponsors remain engaged even when the outcomes aren't as expected. It also means that sports marketers need to continuously react to current events and adapt their strategies to changing circumstances.

6. Sponsorship and Partnerships

• Description: Sponsorship plays a significant role in sports marketing, as brands partner with teams, leagues, and events to promote their products and services. Sponsorship can take many forms, from jersey logos to stadium naming rights to event sponsorships.
• Implication: Sports marketers need to effectively manage and leverage these partnerships to create mutually beneficial relationships. They must align brands with the right audience and ensure that sponsors get maximum visibility and return on investment.

7. Global Appeal

• Description: Sports have a universal appeal that transcends geographical and cultural boundaries. Major events like the FIFA World Cup, the Olympics, or the Super Bowl attract global audiences.
• Implication: Sports marketers can leverage this global reach to target international markets, offering localized products, services, and content. The challenge lies in understanding and respecting cultural differences while still maintaining a unified global brand.

8. Media and Broadcast Rights

• Description: Media rights are a crucial revenue stream for sports organizations. Broadcasting and streaming rights for major sporting events are often sold to television networks, digital platforms, and streaming services.
• Implication: Sports marketers must negotiate and manage broadcast deals effectively to maximize revenue and ensure widespread visibility for their events or teams. They also have to work with media partners to create engaging content that attracts viewers and sponsors.

9. Seasonality and Timing

• Description: Sports events are often seasonal, with leagues or tournaments running during specific times of the year. This means that sports marketing campaigns must align with the timing of the season, be it for ticket sales, merchandise, or media promotions.
• Implication: Timing is critical in sports marketing. Marketers need to plan their campaigns around the seasons, key events (e.g., playoffs, finals), and off-seasons. This requires careful planning to ensure that promotions are timely and effective.

10. Fan Segmentation

• Description: Fans of sports are not a monolithic group; they have different needs, interests, and levels of commitment. Sports marketers segment their audience into various categories, such as casual fans, regular attendees, core fans, and super fans.
• Implication: Tailoring marketing efforts for each segment is essential. For instance, casual fans might be engaged with introductory content and discounted tickets, while core fans may require exclusive experiences, loyalty programs, and behind-the-scenes access to feel valued. Understanding fan segmentation allows for more personalized and targeted marketing.

11. Community and Social Impact

• Description: Many sports organizations focus on social responsibility and community engagement. Sports can serve as a platform for positive social change, charity events, and community initiatives.
• Implication: Sports marketers often engage in activities that extend beyond the sport itself, contributing to social causes, charity events, and local communities. This helps build a positive brand image and can deepen the connection between the team or event and the community.

12. Digital and Social Media Integration

• Description: Social media has transformed sports marketing by enabling real-time engagement, fan interaction, and direct communication with audiences. Platforms like Twitter, Instagram, TikTok, and YouTube are key tools for sports marketers.
• Implication: Sports organizations need to develop digital strategies that engage fans before, during, and after events. This includes sharing live updates, highlights, behind-the-scenes content, player interviews, fan polls, and interactive experiences to maintain fan interest and loyalty.

b. Explain the concept of 'Attendance Frequency Escalator'.

The Attendance Frequency Escalator is a concept used in sports marketing to describe the stages through which fans progress in terms of their engagement with a sports team, league, or event. The escalator metaphor suggests that fans move through different levels of attendance frequency, from occasional viewers to loyal, regular attendees, depending on factors such as their level of interest, commitment, and emotional attachment to the sport, team, or event.

The goal of the Attendance Frequency Escalator is to help sports marketers identify strategies to increase fan engagement by moving them up through these stages of attendance.

Stages of the Attendance Frequency Escalator

The model typically divides fan attendance into several stages based on how often a fan engages with the sport. These stages are:

1. Non-Fans (Inactive Fans)

• Description: These are individuals who have little or no interest in the sport, team, or event. They may be aware of the sport but do not follow it actively or attend any events.
• Goal for Marketers: The goal here is to move these people up the escalator by raising awareness and generating interest. This could be done through broad-reaching marketing efforts such as media campaigns, celebrity endorsements, or introducing them to the sport in a casual, non-committal way (e.g., highlight reels or social media content).

2. Occasional Fans

• Description: Occasional fans are those who may watch a few games or attend some events, but their involvement is sporadic. They are typically drawn to the sport during major events, such as finals, playoffs, or special occasions.
• Goal for Marketers: The objective is to increase their engagement by offering compelling reasons to attend more often. This could include offering attractive ticket pricing, promotional events, or introducing them to regular match-day experiences that may foster a deeper interest in the sport.

3. Regular Fans

• Description: Regular fans are those who attend games or follow the team more consistently. They may purchase season tickets or have a more routine involvement with the sport, but their engagement might still be limited to attending games and following the team's progress.
• Goal for Marketers: Sports organizations aim to enhance their connection with regular fans by offering exclusive content, loyalty programs, or other perks that deepen the emotional attachment and involvement with the team. The goal is to create a strong sense of community and identity among these fans to ensure that they remain loyal and committed.

4. Core Fans (Loyal Fans)

• Description: Core fans are highly dedicated and emotionally invested in the sport or team. These fans attend most or all home games, are regular viewers of matches on TV, and actively engage in fan communities (e.g., social media, fan clubs).
• Goal for Marketers: The objective is to nurture and retain these loyal fans by ensuring that their needs and expectations are met. This can include offering VIP experiences, hosting fan engagement events, providing exclusive merchandise, or involving them in team-related decisions. Core fans are often the most vocal and supportive advocates of the team, so maintaining their loyalty is essential.

5. Super Fans

• Description: Super fans are the most passionate and dedicated supporters. These fans not only attend almost every game and follow the team religiously, but they also engage in additional activities like traveling to away games, participating in fan events, and purchasing premium merchandise.
• Goal for Marketers: The goal is to create an exclusive, elite experience for these fans, such as creating membership programs that provide them with unique benefits, including meet-and-greets with players, special event invitations, or first access to tickets for major games. Super fans act as ambassadors for the sport and team and can help drive awareness and engagement among other fan segments.

Strategies to Move Fans Up the Escalator

Sports marketers focus on increasing attendance frequency and moving fans up the escalator by implementing the following strategies:

1. Promotions and Offers: For occasional fans, offering discounts or bundle deals for multiple games or family tickets can encourage them to attend more often.

2. Engagement through Social Media: Providing fans with regular content such as behind-the-scenes footage, player interviews, or exclusive game insights helps deepen their connection with the team and encourages them to follow and attend more games.

3. Fan Loyalty Programs: These programs can reward regular fans with perks such as early access to tickets, merchandise discounts, or exclusive events, encouraging them to continue their support.

4. Exclusive Experiences for Core Fans: Offering VIP packages, meet-and-greet events with players, and access to team training sessions can make core fans feel more connected and valued, reinforcing their loyalty.

5. Creating a Community: Fostering a sense of belonging is key to moving fans up the escalator. Fan clubs, social media groups, and other community-building efforts can enhance engagement and make fans feel like they are part of something larger than just attending a game.

Benefits of Using the Attendance Frequency Escalator

1. Maximizing Revenue: By moving fans up the escalator, sports teams can increase ticket sales, merchandise purchases, and other revenue streams. Loyal fans are more likely to invest in season tickets, premium experiences, and branded products.

2. Fan Retention: The escalator model helps teams focus on retaining their most engaged fans by offering them personalized experiences and rewards, thereby reducing the risk of losing them to competitors or alternative entertainment options.

3. Targeted Marketing: The model helps teams and marketers segment their audience more effectively. By understanding where fans are on the escalator, targeted marketing efforts can be developed to move them to the next level of engagement.

4. Stronger Brand Loyalty: As fans move up the escalator and become more emotionally invested, they tend to advocate for the team, spreading positive word-of-mouth and increasing the overall brand loyalty.

OR

c. Discuss the advantages & limitations of Internet media in sports

The use of internet media in sports marketing and broadcasting has revolutionized the way fans engage with sports content. The internet offers numerous advantages in terms of reach, interactivity, and convenience, but there are also limitations that sports organizations must consider when leveraging internet media for their marketing and broadcasting strategies.

Advantages of Internet Media in Sports

1. Wider Reach and Global Audience

   • Advantage: The internet allows sports events, teams, and athletes to reach a global audience. Fans from different parts of the world can access content online, irrespective of their geographical location.
   • Example: Platforms like YouTube, social media (Instagram, Twitter, Facebook), and streaming services (e.g., ESPN+, DAZN) allow fans to watch live events, highlights, and exclusive content from anywhere in the world.

2. Real-Time Updates and Interactivity

   • Advantage: Sports fans can access real-time scores, match highlights, news, and player statistics instantly through online platforms. Additionally, internet media offers interactive experiences, such as live chats, comment sections, polls, and fan-generated content.
   • Example: On platforms like Twitter or Instagram, fans can engage in real-time conversations, vote on polls, or share opinions during live events, creating an immediate feedback loop.

3. Cost-Effective Marketing and Promotion

   • Advantage: Internet media offers relatively low-cost alternatives for sports organizations to market their products compared to traditional media (e.g., TV ads, billboards). Digital advertising and content creation allow for targeted marketing, reaching the most relevant audience at a fraction of the cost.
   • Example: Social media ads, influencer partnerships, and email marketing campaigns are often more affordable and provide better targeting for a specific audience compared to expensive TV or print campaigns.

4. On-Demand Access and Convenience

   • Advantage: Fans can access sports content at their own convenience through streaming services and online archives. This flexibility allows fans to watch games, highlights, and sports news whenever they want, rather than being tied to broadcast schedules.
   • Example: With platforms like Netflix, ESPN+, and YouTube, sports content is available on-demand, allowing fans to catch up on matches or watch reruns of games they missed.

5. Enhanced Fan Engagement

   • Advantage: The internet enables sports brands to engage with fans on a deeper, more personal level through social media and online communities. Interactive campaigns, behind-the-scenes content, and fan-driven activities help build loyalty.
   • Example: Teams or athletes can share exclusive behind-the-scenes content via Instagram Stories or YouTube videos, while also engaging with fans through direct replies and live Q&A sessions.

6. Diverse Content Formats

   • Advantage: The internet offers a variety of content formats, from live streams and podcasts to videos, blogs, and social media posts. This versatility enables sports organizations to tailor their content to different audience preferences.
   • Example: A sports team might release game highlights on YouTube, detailed match analyses on podcasts, and quick updates or fun facts on Twitter.

Limitations of Internet Media in Sports

1. Internet Accessibility and Connectivity Issues

   • Limitation: Not all regions have access to high-speed internet, and connectivity issues can disrupt the viewing experience, particularly for live streaming of events. Fans in remote or rural areas may experience difficulties accessing online sports content.
   • Example: In rural areas with poor internet connectivity, fans may experience buffering or low-quality streams, which can negatively impact their viewing experience.

2. Over-Saturation of Content

   • Limitation: The internet is saturated with content from various sports events, teams, and influencers, leading to information overload. With so much content available, it can be challenging for sports organizations to capture the audience's attention consistently.
   • Example: Sports fans may get overwhelmed by the sheer amount of content (tweets, videos, live streams) being posted during an event, making it difficult for a particular team or sport to stand out amidst the noise.

3. Piracy and Copyright Issues

   • Limitation: The online sports streaming market faces challenges related to piracy, as unauthorized streaming services often broadcast games without proper licensing. This undermines official broadcasters and leads to revenue loss.
   • Example: Major sports leagues like the NFL or the Premier League may face issues with illegal streams on platforms like YouTube or unofficial streaming websites, depriving them of potential revenue from legitimate viewers.

4. Lack of Control Over Distribution

   • Limitation: Unlike traditional media, where sports organizations control the distribution channels, the internet allows third-party platforms (like YouTube, Facebook, etc.) to distribute content. This can result in a lack of control over the brand image and content distribution.
   • Example: A sports league may create a video, but if it’s shared or reposted on another platform by fans or media outlets, the original message or branding might get diluted or misrepresented.

5. Monetization Challenges

   • Limitation: While internet media offers new ways to engage with fans, monetizing digital content can be difficult. Ad-blocking technology, the shift to subscription-based models, and the rise of free content make it harder for sports organizations to generate revenue through online channels alone.
   • Example: Sports streaming services may struggle with subscription churn, and teams or leagues might find it challenging to convert online engagement into ticket sales or merchandise revenue.

6. Privacy and Security Concerns

   • Limitation: With the rise of digital engagement and online transactions, issues around privacy and data security become more prominent. Sports organizations must ensure that their platforms and apps are secure and that fan data is protected from cyber threats.
   • Example: If a sports team’s mobile app or ticketing platform is hacked, it can lead to breaches of customer data and damage the brand’s reputation, resulting in legal and financial consequences.

7. Reliance on Digital Literacy

• Limitation: While internet media is growing, it still assumes a certain level of digital literacy among fans. Older demographics or those unfamiliar with technology may find it difficult to navigate digital platforms and consume content online.
• Example: Older fans might prefer watching matches on TV or attending in person, rather than using streaming services or apps to follow their favorite teams or events.

d. Discuss the 7Ps of Marketing Mix of IPL

The 7Ps of the Marketing Mix is a widely used framework that helps businesses and organizations develop effective marketing strategies. In the context of the Indian Premier League (IPL), the 7Ps model can be applied to understand how IPL, as a sports event, promotes itself, engages fans, and generates revenue. Here’s how the 7Ps (Product, Price, Place, Promotion, People, Process, and Physical Evidence) apply to the IPL:

1. Product

• Description: The product in the case of IPL is not just the cricket matches themselves, but also the entire experience surrounding the event. This includes the teams, players, entertainment, and the emotions it generates for the fans.
• Application in IPL:
  • Cricket Matches: High-quality, fast-paced T20 cricket matches featuring some of the best players in the world.
  • Entertainment: The IPL isn’t just about cricket; it includes entertainment in the form of opening ceremonies, performances, cheerleaders, and off-field activities.
  • Team Brands: Each team has a unique identity, logo, and following, making the teams themselves as part of the product offering. The franchises (e.g., Mumbai Indians, Chennai Super Kings, etc.) are products in themselves.
  • Fan Engagement: IPL products are designed to cater to the entire family and cricket fans, offering not just sports but also a sense of community, excitement, and passion.

2. Price

• Description: The price refers to the amount consumers pay for tickets, merchandise, and broadcast rights, among other offerings. The pricing strategy for IPL is designed to maximize revenue while ensuring accessibility for a broad audience.
• Application in IPL:
  • Ticket Pricing: IPL ticket prices vary based on the venue, match, and seating categories (e.g., VIP, general admission). Prices are generally affordable for the masses, but higher for premium seating.
  • Broadcasting Fees: The IPL sells its broadcasting rights for substantial amounts, making TV and streaming services a key part of its revenue generation strategy. The price for TV and streaming subscriptions (e.g., Jio, Hotstar) for fans to watch IPL matches is also a consideration.
  • Merchandise: Merchandise prices range from affordable items like caps and t-shirts to premium items like jerseys and memorabilia.
  • Sponsorships: A key component of IPL’s pricing strategy is sponsorship deals with major brands (e.g., Vivo, Pepsi, etc.), contributing significantly to the financial model.

3. Place

• Description: Place refers to where the product is made available to consumers, ensuring that fans can easily access the IPL experience.
• Application in IPL:
  • Stadiums: The matches are held in cricket stadiums across various cities in India. IPL ensures that games are hosted in major cities and states, making it accessible to a large number of fans.
  • Broadcasting: The IPL is broadcasted on various TV channels (e.g., Star Sports) and digital platforms (e.g., Disney+Hotstar), reaching millions of viewers both in India and internationally.
  • Digital Platforms: IPL has embraced digital platforms, allowing fans to stream matches on mobile devices, access highlights, and interact on social media platforms like Twitter, Instagram, and Facebook.
  • Merchandising: IPL merchandise is sold in stadiums, online stores, and at retail outlets, making it accessible to fans worldwide.

4. Promotion

• Description: Promotion involves activities that create awareness, excitement, and interest in the IPL. These activities are critical to the tournament’s marketing success.
• Application in IPL:
  • Advertising: The IPL invests heavily in TV commercials, digital ads, and outdoor advertising. These promotions often include high-energy, star-studded campaigns that feature famous players and teams.
  • Social Media Campaigns: IPL has a robust social media presence, using platforms like Instagram, Twitter, Facebook, and TikTok to engage with fans, share live updates, and promote team culture.
  • Sponsorships & Partnerships: IPL has lucrative sponsorship deals (e.g., Vivo, Pepsi, Coca-Cola) and partnerships with companies to promote their products and services during the matches.
  • Contests and Giveaways: The IPL uses contests, prize draws, and giveaways to create excitement among fans and increase engagement (e.g., win tickets to matches or signed merchandise).

5. People

• Description: People refers to everyone involved in delivering the IPL experience, including players, coaches, staff, broadcasters, sponsors, and fans.
• Application in IPL:
  • Players: The high-profile, international players (e.g., Virat Kohli, MS Dhoni, AB de Villiers) play a significant role in drawing fans to the tournament. Their performances, personalities, and brand endorsements contribute to the appeal of the event.
  • Fans: IPL relies heavily on passionate cricket fans who support their teams, whether through attending matches, watching on TV, or engaging on social media. The fan experience is a critical part of the product.
  • Coaches & Management: The coaching and team management staff play an important role in shaping team performance and, in turn, fan loyalty.
  • Sponsors & Ambassadors: Corporate sponsors and celebrity brand ambassadors help promote the IPL and align their brands with the tournament’s energy and excitement.

6. Process

• Description: Process refers to the procedures, mechanisms, and flow of activities through which the IPL delivers its product and services to fans.
• Application in IPL:
  • Matchday Operations: Efficient match-day processes, from ticket sales to crowd management, ensure a smooth fan experience. The use of mobile apps for ticketing, live updates, and fan interaction has become increasingly important.
  • Broadcasting Process: The broadcast process ensures that viewers around the world have access to high-quality coverage, including commentary, player analysis, and live statistics.
  • Merchandise Sales: IPL manages merchandise sales both at the stadium and online, with streamlined payment systems and logistics to ensure fans can easily purchase products.
  • Fan Engagement: IPL has developed processes for engaging with fans through social media platforms, apps, and loyalty programs. The process of interacting with fans is seamless and designed to keep them invested in the tournament.

7. Physical Evidence

• Description: Physical evidence refers to the tangible elements that support the IPL experience and help build the brand image.
• Application in IPL:
  • Stadiums and Venues: The physical environment where matches are held, including the stadiums and the on-field branding, play a crucial role. These venues are packed with high-tech facilities, vibrant team branding, and fan-centric services.
  • Merchandise: The IPL’s branded merchandise (jerseys, caps, mugs, etc.) serves as physical evidence of fan loyalty and helps spread the IPL brand.
  • Trophies & Awards: The IPL trophy, which is presented at the end of the tournament, serves as a symbol of victory and is a highly coveted item for fans and players alike.
  • Broadcast Set Design: The on-screen visual design of the IPL broadcasts, including logos, graphics, and the commentary set, is part of the physical evidence that reinforces the IPL’s brand image.

Q.3 Attempt the following.

a. Discuss the components of promotion mix Discuss the for Sports Marketing.

In sports marketing, the promotion mix refers to the various strategies and tactics used to communicate with and persuade target audiences to purchase or engage with sports-related products, events, or services. The promotion mix is composed of several key components that work together to build brand awareness, drive sales, and enhance fan loyalty. Each element of the promotion mix plays a unique role in shaping the fan experience and driving revenue in the sports industry.

Here’s a discussion of the components of the promotion mix and how they are applied specifically to sports marketing:

1. Advertising

• Definition: Advertising is the paid, non-personal communication of messages to a mass audience through various media channels (e.g., TV, radio, digital, print, outdoor ads).
• Application in Sports Marketing:
  • Sports Sponsorships: Advertisements through sponsorships of teams, athletes, or events are common. For example, a major sportswear brand like Nike may advertise through its sponsorship of athletes or sports teams.
  • Event Promotion: Advertising is used to promote sporting events (e.g., Super Bowl commercials, advertising for the FIFA World Cup or Olympics).
  • Social Media Campaigns: Digital advertising through platforms like Facebook, Instagram, YouTube, and TikTok is increasingly important, targeting specific fan segments with engaging ads and promotions.
• Examples:
  • Coca-Cola advertising during the Olympics.
  • Nike's "Just Do It" campaigns featuring athletes from various sports.

2. Sales Promotion

• Definition: Sales promotions are short-term incentives designed to encourage immediate action or boost sales in the short run, such as discounts, coupons, or contests.
• Application in Sports Marketing:
  • Discounted Tickets: Offering limited-time ticket sales or discounts for upcoming games or events to increase attendance.
  • Merchandise Discounts: Offering promotional pricing for sports merchandise, such as jerseys, hats, or equipment, often tied to a specific team or athlete’s success.
  • Fan Contests and Giveaways: Organizing contests (e.g., win tickets to a game or a VIP experience) or giveaways (e.g., free jerseys or signed memorabilia) to boost engagement and excitement.
  • Bundling: Combining event tickets with merchandise or other fan experiences at a discounted price.
• Examples:
  • “Buy one, get one free” ticket promotions.
  • Special merchandise deals on Black Friday or during major sporting events.

3. Public Relations (PR)

• Definition: Public relations involves managing the spread of information between an organization and the public. It aims to create a positive image and build strong relationships with stakeholders.
• Application in Sports Marketing:
  • Community Engagement: Engaging with local communities and fans through charity events, youth sports initiatives, or community-based programs.
  • Media Relations: Working with the media to ensure positive press coverage about teams, athletes, or events. This could include press releases, media events, or interviews.
  • Crisis Management: Addressing controversies or scandals in a way that maintains or rebuilds the brand’s reputation (e.g., responding to doping scandals, player misconduct).
  • Storytelling: Using human interest stories of athletes or teams to connect with fans emotionally and build a narrative around the sports brand.
• Examples:
  • PR campaigns for a team’s charity work or community outreach.
  • Positive media coverage of athletes overcoming adversity.

4. Personal Selling

• Definition: Personal selling involves direct, face-to-face communication between a salesperson and a potential buyer to persuade them to purchase or engage with a product or service.
• Application in Sports Marketing:
  • Season Ticket Sales: Sales representatives working directly with fans to sell season tickets, suite rentals, or premium seating for sports events.
  • Fan Engagement: Personalized experiences where fan representatives engage with individuals through direct calls or emails to offer special deals, exclusive experiences, or personalized packages.
  • Corporate Partnerships: Selling sponsorship packages or advertising space to companies by directly engaging with decision-makers.
  • Athlete Appearances: Sales reps may also promote events or products by facilitating meet-and-greet opportunities with athletes.
• Examples:
  • Sales representatives promoting luxury suites at stadiums.
  • A direct pitch to companies for sponsorship opportunities in an upcoming sports season.

5. Direct Marketing

• Definition: Direct marketing involves sending personalized messages directly to individuals, aiming for a measurable response. It includes channels like email, direct mail, SMS, and digital ads.
• Application in Sports Marketing:
  • Email Campaigns: Sending tailored emails to fans with information about upcoming events, ticket sales, merchandise, or exclusive offers.
  • SMS Campaigns: Text message campaigns alerting fans to ticket sales, game results, or special promotions.
  • Targeted Digital Advertising: Using data analytics to create personalized ads that target specific demographics based on their previous behavior or interactions with the brand.
  • Fan Loyalty Programs: Direct communication through loyalty programs offering fans special perks, such as early ticket access, discounts, or VIP experiences.
• Examples:
  • Email alerts for ticket presales or event updates.
  • Text messages offering a limited-time discount for a team’s merchandise.

6. Digital and Social Media Marketing

• Definition: The use of digital channels (social media, websites, apps) to promote and engage with fans in real-time.
• Application in Sports Marketing:
  • Social Media Engagement: Leveraging platforms like Instagram, Twitter, TikTok, and Facebook to engage with fans, share real-time content, and create interactive experiences (polls, hashtags, live streaming).
  • Influencer Marketing: Partnering with athletes, influencers, or celebrities to promote sports products or events to their followers, expanding brand reach.
  • Content Marketing: Creating compelling content (videos, blogs, interviews, behind-the-scenes footage) to deepen fan engagement and promote the sport or team.
  • Fan Polls and Interactivity: Encouraging fans to participate in polls, predictions, or fan-driven content.
• Examples:
• A football club's Instagram feed posting match highlights, fan stories, and product promotions.
• Athletes using their social media to promote sponsor brands or merchandise.

b. Discuss the hierarchy of effects model with reference to Sports Marketing.

The Hierarchy of Effects Model is a framework that describes the stages a consumer goes through when making a purchase decision. It is often used in marketing to understand how to move potential customers from initial awareness of a product or service to actual purchase and post-purchase loyalty. In the context of sports marketing, this model is particularly useful in designing marketing campaigns that guide fans from their first exposure to a team, athlete, or event, to long-term engagement and support.

The Hierarchy of Effects Model typically involves six stages, which are:

1. Awareness
2. Knowledge
3. Liking
4. Preference
5. Conviction
6. Purchase

Let’s break down each stage in the context of sports marketing and how it applies to engaging fans and driving sports-related decisions:

1. Awareness

• Description: The first stage in the hierarchy involves creating awareness about a sports brand, team, event, or product. This is where the consumer (or fan) is introduced to the sports entity, but they may have little or no prior knowledge.
• Sports Marketing Application:
  • Example: A fan may see an advertisement for a new team, a major sports event (like the Super Bowl or World Cup), or a new sports product (e.g., a line of sneakers endorsed by an athlete).
  • Methods: Sports marketers use mass media advertising (TV commercials, radio ads, social media, billboards) to spread awareness. For example, a big event like the FIFA World Cup will be advertised globally to raise awareness.

2. Knowledge

• Description: Once the consumer is aware of the sports entity, the next step is to gain more information and understanding about it. This includes the features, attributes, and unique selling propositions of the team, athlete, or event.
• Sports Marketing Application:
  • Example: After becoming aware of a new sports league, fans may learn more about the league’s teams, athletes, game schedules, or rules. Similarly, a fan may learn about the background and achievements of a star athlete.
  • Methods: Information is typically shared through websites, blogs, social media platforms, sports news outlets, and press releases. Marketers create content that educates fans about the sport, its teams, and individual athletes (e.g., interviews, highlight reels, documentaries).

3. Liking

• Description: In this stage, the consumer begins to develop positive feelings or affinity toward the sports brand, team, or athlete. This is an emotional stage where consumers feel a connection or enjoyment.
• Sports Marketing Application:
  • Example: A fan may watch a few games of a sports team or follow an athlete on social media and start to enjoy their personality, playing style, or team ethos.
  • Methods: Social media engagement, sponsorships, and fan events are key in building emotional connections. For example, a team might host fan meet-and-greets, interactive social media campaigns, or offer behind-the-scenes content to build affinity.

4. Preference

• Description: At this stage, the consumer starts to prefer one sports entity over others. The fan has formed opinions and preferences, influenced by their positive emotional connection and knowledge.
• Sports Marketing Application:
  • Example: A fan may start preferring one football team over others due to their favorite player, team success, or a sense of community with other fans.
  • Methods: Loyalty programs, special fan experiences, and personalized content (e.g., merchandise discounts, exclusive fan content) can strengthen this preference. Sports brands might also focus on building a unique team identity that appeals to a fan's personal values (e.g., a team’s emphasis on social justice).

5. Conviction

• Description: Conviction is the stage where the consumer becomes convinced that they want to make a purchase or take an action. This stage involves a stronger emotional commitment to the sports entity.
• Sports Marketing Application:
  • Example: A fan is now convinced that they want to buy a season ticket, a jersey, or attend a specific game. The decision is backed by their emotional investment in the team, player, or event.
  • Methods: Sports marketers use limited-time offers, testimonials, or endorsements from celebrities or influencers to drive this conviction. Highlighting the benefits of taking action (e.g., early access to tickets, exclusive merchandise) can nudge the fan toward a purchase.

6. Purchase (Action)

• Description: This is the final stage where the consumer takes action and makes the purchase (e.g., buys a ticket, signs up for a subscription, purchases merchandise).
• Sports Marketing Application:
  • Example: The fan buys a ticket to an upcoming game or purchases team merchandise (e.g., jerseys, caps) or subscribes to a sports streaming service.
  • Methods: Sports marketers use calls-to-action (CTAs), easy-to-navigate online booking platforms, promotions (e.g., discounts for early bird ticket buyers), and targeted ads to encourage fans to complete the purchase.

Post-Purchase (Post-Action) Stage

Although not always part of the original model, post-purchase behavior is essential in sports marketing to ensure fan retention and long-term loyalty. After the purchase, the fan’s experience is critical to maintaining the relationship.

• Sports Marketing Application:
• Example: After attending a game or purchasing a product, a fan might share their experience on social media, recommend the team to friends, or engage in fan communities.
• Methods: Follow-up emails, fan loyalty programs, fan clubs, surveys for feedback, and creating opportunities for fans to share content (user-generated content) help nurture long-term relationships and repeat purchases.

OR 

c. What are the common problem encountered during Sports Marketing Research. 

Sports marketing research is a critical tool for understanding consumer behavior, improving fan engagement, and making data-driven decisions. However, sports marketers often encounter several challenges and obstacles during the research process. Here are some of the common problems encountered during sports marketing research:

1. Data Collection Issues

• Problem: Difficulty in obtaining reliable and valid data, especially in a fast-paced environment like sports where trends change rapidly.
  • Causes:
    • Limited access to fans or specific demographics.
    • Low response rates in surveys or focus groups.
    • Seasonal fluctuations in interest (e.g., during off-season).
• Solutions:
  • Use a combination of qualitative and quantitative methods (e.g., surveys, interviews, and social media analytics).
  • Incentivize participation to improve response rates.
  • Ensure consistent data collection across different time frames.

2. Sampling Challenges

• Problem: Difficulty in obtaining a representative sample of the target audience.
  • Causes:
    • Over-representation of certain groups (e.g., hardcore fans) while under-representing others (e.g., casual fans, different demographic groups).
    • Hard-to-reach populations (e.g., younger fans or niche sports followers).
• Solutions:
  • Stratified sampling techniques to ensure diversity and inclusivity.
  • Use of online platforms and social media to reach a broader, more varied audience.
  • Collaborating with fan clubs, local communities, and sports academies to ensure a representative sample.

3. Bias in Data

• Problem: Bias introduced during data collection, analysis, or interpretation that leads to inaccurate conclusions.
  • Causes:
    • Researcher bias in designing surveys or analyzing results.
    • Sampling bias (e.g., only surveying individuals who attend live games).
    • Confirmation bias, where researchers seek data that confirms existing beliefs or hypotheses.
• Solutions:
  • Use of third-party researchers or agencies to ensure impartiality.
  • Blind surveys and randomized sampling to minimize bias.
  • Triangulation of data sources to cross-verify findings.

4. Changing Consumer Behavior

• Problem: Difficulty in keeping up with rapidly changing consumer preferences and behavior, especially in a dynamic environment like sports.
  • Causes:
    • Sudden shifts in fan loyalty, often due to performance or scandals.
    • Evolving technology and digital platforms (e.g., fans moving from traditional TV to streaming or mobile apps).
• Solutions:
  • Continuously track trends and consumer sentiment through real-time analytics, social listening tools, and big data.
  • Invest in longitudinal studies to capture long-term trends, rather than focusing solely on short-term behavior.

5. Inaccurate or Incomplete Data

• Problem: Missing or incorrect data can lead to unreliable conclusions.
  • Causes:
    • Incorrect survey responses (e.g., participants not taking the survey seriously).
    • Incomplete datasets due to non-responses or technical issues in data collection.
• Solutions:
  • Implement data validation checks during surveys to flag inconsistencies.
  • Ensure a robust follow-up process for incomplete responses or non-respondents.
  • Use advanced data cleaning techniques during analysis.

6. Ethical and Privacy Concerns

• Problem: Managing sensitive information and ensuring that data collection respects privacy laws and ethical guidelines.
  • Causes:
    • Sports fans may be hesitant to share personal information, such as demographic details or purchasing behaviors.
    • Legal and ethical issues around using personal data without proper consent.
• Solutions:
  • Always adhere to privacy regulations (e.g., GDPR, CCPA) and obtain explicit consent before collecting personal data.
  • Be transparent with participants about how their data will be used and offer anonymity if necessary.
  • Implement secure systems for data storage and management.

7. Limited Budget and Resources

• Problem: Limited financial and human resources to conduct in-depth sports marketing research.
  • Causes:
    • High costs associated with large-scale surveys, focus groups, or hiring external research firms.
    • In-house research teams may be small or lack the necessary expertise.
• Solutions:
  • Leverage low-cost or free digital tools for data collection, such as social media analytics or Google Surveys.
  • Outsource specific research components (e.g., statistical analysis or market segmentation) to specialized firms.
  • Prioritize research objectives and focus on high-impact areas to maximize the return on investment.

8. Sports-Specific Research Complexities

• Problem: Unique challenges tied to researching sports audiences that are not present in other industries.
  • Causes:
    • Fan loyalty is often driven by emotional and psychological factors, which are difficult to quantify.
    • Variability of sports seasons, teams, and athletes (e.g., team performance influencing fan behavior).
• Solutions:
  • Develop tailored research methodologies that account for emotional connections to teams and athletes.
  • Use qualitative research techniques (e.g., in-depth interviews or ethnographic research) to capture the deeper motivations behind fan behavior.

9. Overreliance on Traditional Metrics

• Problem: Relying on traditional metrics (like ticket sales and TV ratings) can miss deeper insights.
  • Causes:
    • Focusing too heavily on financial data or surface-level metrics can miss more qualitative aspects of fan behavior.
    • Not accounting for new fan engagement channels like social media, streaming, and mobile apps.
• Solutions:
  • Incorporate a broader set of metrics, including social media engagement, digital interactions, and sentiment analysis.
  • Consider fan experiences and emotional engagement, rather than just financial outcomes.
  • Use big data and AI tools to analyze new and emerging patterns in fan behavior.

10. Technological Barriers

• Problem: Difficulties in adopting and utilizing advanced technologies for sports marketing research.
  • Causes:
    • Lack of access to cutting-edge tools or platforms for analyzing large data sets (e.g., AI, machine learning, big data).
    • Resistance to new technologies or insufficient training within organizations.
• Solutions:
  • Invest in modern research tools and technologies, ensuring the research team is trained to use them effectively.
  • Collaborate with technology partners or third-party agencies specializing in sports analytics and research.
  • Pilot new technologies on smaller projects to minimize risk and gain experience.

d. What are the key issues in Sports Products Strategy

Developing a successful sports product strategy involves a range of key issues that sports marketers and organizations need to address to ensure the product resonates with fans, meets market demands, and stands out in a competitive industry. Here are some of the key issues in sports product strategy:

1. Market Segmentation and Targeting

• Issue: Identifying the right segments of the market and targeting them effectively.
  • Challenges:
    • Sports products appeal to a wide range of demographics, including age, gender, location, income level, and sports preferences.
    • Misunderstanding fan behavior or preferences can lead to ineffective marketing and product offerings.
  • Solution:
    • Conduct in-depth market research to understand different fan segments (e.g., casual fans, die-hard supporters, young fans, family-oriented fans).
    • Create personalized experiences or product offerings that cater to these distinct segments, using data and insights.

2. Brand Positioning and Identity

• Issue: Defining a strong brand that resonates with consumers while differentiating the product in the marketplace.
  • Challenges:
    • Many sports organizations or brands compete for attention, and the market is often crowded with similar offerings.
    • Failure to communicate a distinct brand story or identity can result in a lack of emotional connection with the audience.
  • Solution:
    • Develop a unique value proposition that aligns with the values of the target audience (e.g., winning, community, loyalty).
    • Utilize consistent and authentic messaging through all marketing channels, and ensure that the brand's positioning reflects its core values and mission.

3. Innovation and Product Development

• Issue: Continuously innovating and updating the sports product to stay relevant and meet evolving consumer demands.
  • Challenges:
    • Fans and consumers expect constant innovation, whether in sports equipment, fan experiences, or digital engagement.
    • Keeping up with technological advancements (e.g., virtual reality, augmented reality) and integrating them into the product offering can be complex.
  • Solution:
    • Focus on consumer-driven innovation by listening to feedback, trends, and needs.
    • Collaborate with technology partners and sports science professionals to incorporate cutting-edge features into products, such as smart apparel or advanced training equipment.
    • Experiment with new formats, such as virtual sports experiences, eSports, or digital content, to expand the reach of the sports product.

4. Pricing Strategy

• Issue: Setting the right price point that maximizes revenue while ensuring accessibility and perceived value.
  • Challenges:
    • The sports industry often deals with a wide range of pricing models (e.g., tickets, merchandise, memberships, digital content).
    • Pricing may need to vary based on factors such as product type (premium vs. basic), market demand, and competitive positioning.
  • Solution:
    • Implement tiered pricing models to accommodate different fan segments and purchasing behaviors.
    • Consider bundling strategies (e.g., tickets plus merchandise or premium content subscriptions) to provide additional value.
    • Use dynamic pricing strategies (e.g., for ticket sales or merchandise) that respond to demand fluctuations or market trends.

5. Distribution Channels

• Issue: Selecting the appropriate distribution channels to reach a wide audience and ensure product accessibility.
  • Challenges:
    • The rise of digital platforms means that traditional distribution models (e.g., brick-and-mortar stores, stadium sales) may not be enough.
    • Different regions or countries may have varying preferences and access to certain distribution channels.
  • Solution:
    • Develop an omnichannel strategy that integrates physical and digital distribution (e.g., online retail, mobile apps, physical stores, and in-venue sales).
    • Partner with e-commerce platforms, streaming services, and sports-related apps to expand reach and ensure products are accessible to global audiences.
    • Explore partnerships with influencers or fan communities to increase product visibility through grassroots channels.

6. Fan Engagement and Experience

• Issue: Enhancing the fan experience to drive loyalty and increase brand affinity.
  • Challenges:
    • Fans increasingly expect immersive, personalized experiences from sports products, both online and in-person.
    • Building long-term relationships with fans beyond the game itself is difficult, especially with the rise of digital distractions.
  • Solution:
    • Offer unique fan engagement opportunities through social media interactions, loyalty programs, and exclusive content (e.g., behind-the-scenes access, athlete interviews).
    • Leverage technology like augmented reality (AR) or virtual reality (VR) to enhance the in-stadium or at-home viewing experience.
    • Create community-driven initiatives (e.g., fan clubs, virtual meetups, and social media engagement) that build a deeper emotional connection with the fan base.

7. Sponsorships and Partnerships

• Issue: Effectively managing sponsorships and partnerships to enhance the sports product offering.
  • Challenges:
    • Securing valuable sponsorships that align with the brand’s values and resonate with the target audience.
    • Managing sponsor relationships to ensure that the partnership brings mutual benefits.
  • Solution:
    • Ensure that sponsorships align with the target market and the brand's identity (e.g., sustainable brands sponsoring eco-friendly initiatives).
    • Create innovative activation strategies that go beyond traditional sponsorships, offering fans unique experiences through brands (e.g., interactive fan zones, digital engagement).
    • Continuously evaluate the success of partnerships based on fan sentiment, brand visibility, and sales metrics to ensure ongoing value.

8. Legal and Ethical Considerations

• Issue: Navigating legal and ethical challenges when marketing sports products.
  • Challenges:
    • Sponsorship and marketing campaigns often face regulatory scrutiny, especially when they involve issues like gambling, alcohol, or targeting vulnerable audiences.
    • Ethical considerations, such as responsible messaging and ensuring that advertisements do not promote unhealthy behaviors (e.g., promoting junk food to children or alcohol consumption).
  • Solution:
    • Adhere to regulations and industry standards for advertising, sponsorships, and promotions (e.g., using clear age restrictions for gambling or alcohol-related promotions).
    • Implement ethical guidelines for marketing practices, ensuring transparency and avoiding the exploitation of vulnerable groups.
    • Regularly review campaigns to ensure they align with the organization’s values and societal expectations.

9. Crisis Management and Brand Reputation

• Issue: Dealing with crises that may damage the reputation of the sports product or brand.
  • Challenges:
    • Scandals or controversies involving athletes, teams, or events (e.g., doping, off-field misconduct, or poor performance) can affect fan loyalty.
    • Negative publicity or backlash against sponsorships (e.g., controversial brand associations or environmental impact).
  • Solution:
    • Establish a proactive crisis management plan that includes communication strategies, fan engagement, and transparent actions.
    • Be quick to address and rectify any issues publicly, ensuring that the brand maintains its integrity.
    • Engage in reputation-building activities such as community outreach, charitable initiatives, or transparency in operations.

Q.4 Attempt the following.
a. Explain the 2 Sector Model of Sports 

The 2-Sector Model of Sports is a conceptual framework used to describe how the sports industry operates through two interconnected sectors: the professional sector and the amateur sector. This model highlights the distinct roles, characteristics, and contributions of each sector while emphasizing their interdependence in the broader sports ecosystem.

1. Professional Sector

The professional sector focuses on organized sports played at a high-performance level where athletes, organizations, and teams compete to generate revenue and achieve commercial success.

Key Characteristics:

• Commercial Orientation:
  • Designed to generate profits through ticket sales, broadcasting rights, sponsorships, and merchandise.
• Elite Talent:
  • Involves highly skilled athletes who are compensated for their participation and performance.
• Organized Leagues and Competitions:
  • Includes major leagues (e.g., NBA, EPL, NFL) and international tournaments (e.g., FIFA World Cup, Olympics).
• Fan-Centric Focus:
  • Targets entertainment and engagement for fans, often using media and digital platforms.

Revenue Sources:

1. Ticket sales from live events.
2. Broadcasting rights and streaming platforms.
3. Sponsorships and advertisements.
4. Licensing and merchandising.

Examples:

• Professional sports leagues: NBA, NFL, MLB, Premier League.
• Events: Wimbledon, Super Bowl, Champions League.

2. Amateur Sector

The amateur sector encompasses sports activities conducted for participation, recreation, and grassroots development rather than for commercial profit.

Characteristics:

• Non-Commercial Focus:
  • Prioritizes participation, skill development, and enjoyment over profit.
• Community-Oriented:
  • Emphasizes inclusivity and accessibility for diverse groups.
• Volunteers and Low-Cost Operations:
  • Typically relies on volunteers, local organizations, and government funding.
• Skill Development:
  • Acts as a pipeline for nurturing young talent who may transition to the professional sector.

Funding Sources:

1. Membership fees and registrations.
2. Government grants and subsidies.
3. Sponsorships and community donations.

Examples:

• Local sports clubs and recreational leagues.
• School and college-level sports programs.
• National governing bodies organizing amateur competitions.

Interdependence Between Sectors

The two sectors are closely connected and support one another:

1. Pipeline for Talent Development:

• The amateur sector serves as the foundation for identifying and nurturing young talent that progresses into the professional sector.

2. Shared Infrastructure:

• Both sectors often share facilities, such as stadiums, sports fields, and training centers.

3. Community Engagement:

• Professional teams and athletes frequently support amateur sports through funding, outreach programs, and role modeling.

4. Economic Impact:

• The amateur sector fosters participation, which builds a broader fan base for professional sports, driving ticket sales, viewership, and merchandise purchases.

5. Cultural Significance:

• Amateur sports promote sportsmanship, community involvement, and national pride, which resonate with and reinforce the professional sports narrative.

Examples of the 2-Sector Model in Action:

1. Olympic Sports:
   • Amateur athletes compete in national programs before reaching the professional stage, such as the NBA players in basketball or NHL players in hockey.
2. Grassroots to Professional Soccer:
• Amateur soccer leagues in countries like England feed into professional academies, which eventually supply players for top-tier clubs like Manchester United or Chelsea.

b. Discuss the ethical issues in Sports Marketing

Ethical issues in sports marketing arise when the strategies and practices employed to promote sports-related products, events, and activities conflict with moral principles, societal values, or the well-being of stakeholders. These issues can affect athletes, teams, sponsors, fans, and broader communities, often leading to reputational risks and long-term consequences. Below are the key ethical concerns in sports marketing:

1. Exploitation of Athletes

• Issue: Athletes, especially younger or amateur ones, may be exploited by organizations or sponsors.
  • Example: Excessive use of athletes’ images or personal stories for commercial gain without adequate compensation.
  • Ethical Concern: Fair compensation and ensuring the athlete’s rights and well-being are respected.

2. Over-Commercialization

• Issue: The pursuit of profit often leads to prioritizing commercial interests over the integrity of the sport.
  • Example: Excessive branding on uniforms, stadiums, or interruptions during games for advertisements.
  • Ethical Concern: Maintaining a balance between revenue generation and preserving the spirit of the sport.

3. Targeting Vulnerable Audiences

• Issue: Marketing campaigns sometimes target vulnerable groups, such as children or individuals prone to addiction.
  • Example: Promoting unhealthy products (junk food, alcohol, or gambling) through sports sponsorships.
  • Ethical Concern: Protecting vulnerable populations from harmful influences and promoting responsible marketing.

4. Gender Discrimination

• Issue: Inequities in the marketing and promotion of male versus female sports.
  • Example: Female athletes or teams receiving less sponsorship and media coverage compared to their male counterparts.
  • Ethical Concern: Ensuring fairness, equal representation, and opportunities for all genders.

5. Cultural Sensitivity

• Issue: Misusing cultural symbols or failing to respect diverse cultural contexts in marketing campaigns.
  • Example: Insensitive campaigns that stereotype cultures or use sacred symbols inappropriately.
  • Ethical Concern: Promoting cultural respect and avoiding offensive messaging.

6. False or Misleading Advertising

• Issue: Making exaggerated or unsubstantiated claims about products or events.
  • Example: Advertising a “star-studded” event where major athletes fail to appear, or promoting ineffective sports products.
  • Ethical Concern: Ensuring transparency and honesty in all promotional materials.

7. Ambush Marketing

• Issue: Brands engage in marketing practices that associate themselves with an event without officially sponsoring it.
  • Example: Non-sponsor brands creating ad campaigns that imply a connection to the Olympics or World Cup.
  • Ethical Concern: Undermining official sponsorship agreements and violating intellectual property rights.

8. Doping and Unethical Practices

• Issue: Marketing campaigns may unintentionally endorse athletes or teams involved in doping scandals.
  • Example: Sponsors continuing partnerships with athletes implicated in doping, thereby appearing to condone unethical behavior.
  • Ethical Concern: Upholding ethical standards and promoting clean competition.

9. Invasion of Privacy

• Issue: Excessive use of athletes’ personal lives, health data, or private moments for promotional purposes.
  • Example: Sharing injury details or personal conflicts to generate media attention and drive marketing campaigns.
  • Ethical Concern: Respecting personal boundaries and ensuring athletes’ consent.

10. Environmental Concerns

• Issue: Marketing campaigns often overlook the environmental impact of sporting events.
  • Example: Sponsoring events without addressing waste management, pollution, or resource overuse.
  • Ethical Concern: Promoting sustainability and minimizing environmental damage.

11. Gambling and Sports Betting

• Issue: Partnerships with gambling companies raise concerns about addiction and match-fixing.
  • Example: Teams prominently displaying betting company logos, indirectly encouraging gambling among fans, including minors.
  • Ethical Concern: Promoting responsible gambling and avoiding associations that could harm fans.

12. Neglecting Grassroots Sports

• Issue: Sports marketing often prioritizes professional leagues and athletes, neglecting support for grassroots or community-level sports.
  • Example: Over-funding elite events while ignoring local or amateur sports programs.
  • Ethical Concern: Ensuring equitable resource allocation to support sports development at all levels.

13. Ticket Pricing and Accessibility

• Issue: Excessively high ticket prices or reselling practices may exclude fans from attending games or events.
  • Example: Dynamic pricing models that make tickets unaffordable for average fans during high-demand games.
  • Ethical Concern: Maintaining accessibility and inclusivity for fans of all income levels.

14. Ethical Sponsorships

• Issue: Associating with companies or brands that engage in unethical practices.
  • Example: Partnering with brands known for labor exploitation, environmental damage, or other unethical practices.
  • Ethical Concern: Ensuring partnerships align with the values of the sport and its community.

15. Athlete Endorsements

• Issue: Athletes endorsing products or services that conflict with their values or are harmful to their fans.
  • Example: Fitness icons promoting unhealthy food or unverified supplements.
  • Ethical Concern: Promoting authenticity and ensuring endorsements align with personal and brand values.

16. Fan Manipulation

• Issue: Using manipulative tactics to pressure fans into purchases or over-promising fan engagement experiences.
  • Example: Releasing limited-edition merchandise to create artificial scarcity or misleading loyalty programs.
  • Ethical Concern: Fostering genuine fan engagement without exploitation.

OR

c. Discuss  the Core & Extension products in Sports Marketing         (8)

In sports marketing, understanding the core and extension products is essential for creating and delivering value to fans, customers, and stakeholders. These concepts refer to the different layers of a sports product, encompassing both the primary experience and additional features that enhance or complement it.

1. Core Products in Sports Marketing

The core product is the fundamental benefit or experience that satisfies the customer's primary need. In sports, this typically revolves around the game, event, or competition itself.

Features of Core Products:

• Intangible and Experiential:
  • The emotions and excitement derived from watching a game or event.
  • The sense of belonging and pride associated with a favorite team or athlete.
• Inseparability:
  • The production and consumption of the core product (e.g., a live game) happen simultaneously.
• Perishability:
  • Sports events cannot be stored or resold after their time has passed; the value lies in experiencing them live.

Examples of Core Products:

• The live sports game or competition (e.g., a football match, basketball game).
• The athletic performance and skill displayed by players or teams.
• The outcome or result of the game, creating suspense and drama.

2. Extension Products in Sports Marketing

The extension products are additional elements or services that complement and enhance the core product. These extensions create added value, improve the overall fan experience, and often serve as significant revenue streams.

Features of Extension Products:

• Tangibility:
  • Many extension products, such as merchandise, are physical and serve as a tangible representation of the core product.
• Customization:
  • Extensions are often tailored to meet the preferences of diverse fan segments.
• Scalability:
  • Extension products can be expanded or adapted without altering the core product.

Examples of Extension Products:

1. Merchandise:
   • Jerseys, hats, and memorabilia that allow fans to show support for their teams or favorite players.
2. Tickets and Hospitality Packages:
   • Exclusive seating, VIP lounges, and premium experiences for fans attending live events.
3. Media and Content:
   • Live broadcasts, highlight reels, documentaries, and athlete interviews.
4. Fan Engagement Tools:
   • Apps, games, fantasy leagues, and social media platforms that allow fans to stay connected.
5. Concessions and Amenities:
   • Food and beverages, parking services, and fan zones in the venue.
6. Sponsorships and Advertisements:
   • Brands using the sports platform to reach targeted audiences through promotional campaigns.
7. Digital Experiences:
   • Virtual reality (VR) experiences, eSports tournaments, or fan tokens via blockchain.
8. Community Programs:
• Grassroots initiatives, youth sports camps, or charity events hosted by teams or athletes.

Importance in Sports Marketing

• Core Product: Ensures the primary value and purpose of the sports offering. Without a compelling core product, fan interest wanes.
• Extension Product: Drives additional engagement, revenue, and long-term loyalty. It helps sports organizations cater to a broader audience and diversify income sources.

d. Discuss the various sales app approaches used in sports selling.            (7)

Sales approaches in the sports industry leverage technology and specialized applications to optimize the sales process. These sales app approaches combine functionality, user experience, and analytics to effectively target customers, enhance engagement, and drive sales. Below are the key approaches used in sports selling:

1. Direct Sales Apps

• Purpose: Facilitate one-on-one interaction between sales teams and potential customers.
• Examples:
  • Sales representatives use apps to showcase product catalogs, seat availability, or sponsorship opportunities during meetings.
  • Apps like Salesforce allow reps to track customer interactions, close deals, and manage follow-ups efficiently.
• Advantages:
  • Enables personalized pitches.
  • Provides real-time inventory or data updates.
  • Allows instant order placements or bookings.

2. E-Commerce Apps

• Purpose: Allow fans to browse and purchase sports merchandise, tickets, and memorabilia directly.
• Examples:
  • Branded apps like the NFL Shop or Nike SNKRS app.
  • Platforms with seamless integration of payment gateways and promotions.
• Features:
  • Personalized recommendations.
  • Augmented Reality (AR) features for product previews (e.g., trying on virtual sneakers).
  • Push notifications for limited-time offers or restocks.

3. Ticketing Apps

• Purpose: Simplify ticket sales for events, games, or tournaments.
• Examples:
  • Apps like Ticketmaster, StubHub, and team-specific platforms (e.g., Manchester United's official app).
• Features:
  • Seat selection with interactive venue maps.
  • Integration with loyalty programs.
  • Mobile ticket delivery with QR codes for easy entry.
• Advantages:
  • Reduces the need for physical ticket outlets.
  • Supports resale and dynamic pricing strategies.

4. Customer Relationship Management (CRM) Apps

• Purpose: Streamline the management of relationships with sponsors, season ticket holders, and corporate clients.
• Examples:
  • HubSpot, Salesforce Sports Cloud, or custom-built CRM tools.
• Features:
  • Centralized customer data for insights into purchasing behavior.
  • Automated follow-ups and task management for sales teams.
  • Reporting tools for tracking sales performance.
• Advantages:
  • Improves customer retention.
  • Identifies upsell or cross-sell opportunities.

5. Fan Engagement Apps

• Purpose: Enhance fan experiences and drive sales through interactive features.
• Examples:
  • Apps like Socios (offering fan tokens) and team-branded engagement platforms.
• Features:
  • In-app purchases of merchandise or exclusive content.
  • Gamified elements (e.g., quizzes or fantasy leagues) tied to rewards or discounts.
  • Live polls and interactions during games to deepen fan involvement.
• Advantages:
  • Builds loyalty by integrating entertainment with commerce.
  • Drives spontaneous purchases via real-time engagement.

6. Social Selling Apps

• Purpose: Leverage social media platforms for sales and fan interaction.
• Examples:
  • Instagram, Facebook, or TikTok with integrated shopping features.
• Features:
  • Shoppable posts and stories.
  • Real-time interaction through live streams featuring product launches or events.
  • Analytics to track engagement and sales conversions.
• Advantages:
  • Taps into the existing social media habits of fans.
  • Enables influencer-driven promotions.

7. Sponsorship Sales Platforms

• Purpose: Streamline sponsorship acquisition and management.
• Examples:
  • Apps like SponsorUnited or custom-built sponsorship sales platforms.
• Features:
  • Tools to identify and target potential sponsors based on industry, budget, or goals.
  • Management dashboards for tracking activation and ROI.
  • Proposal templates for faster outreach.
• Advantages:
  • Enhances the professionalism of sponsorship pitches.
  • Tracks performance to ensure sponsor satisfaction.

8. Mobile Wallet and Payment Integration

• Purpose: Simplify in-app transactions for merchandise, tickets, or subscriptions.
• Examples:
  • Apps that integrate Apple Pay, Google Pay, or proprietary wallets like the NBA's Tap to Pay.
• Features:
  • Quick and secure payment processing.
  • Integration with loyalty points or rewards systems.
• Advantages:
  • Reduces friction during purchases.
  • Encourages impulse buying with one-tap payment options.

9. Analytics and AI-Driven Apps

• Purpose: Provide actionable insights to sales teams for data-driven decision-making.
• Examples:
  • Apps like Zoho Analytics or proprietary AI-driven solutions.
• Features:
  • Predictive analytics for identifying high-potential leads.
  • Heatmaps to track app usage patterns and optimize sales funnels.
  • AI chatbots for automated customer support.
• Advantages:
  • Boosts sales efficiency with targeted campaigns.
  • Enhances personalization.

10. Live Auction Apps

• Purpose: Facilitate bidding on exclusive items or experiences.
• Examples:
  • Apps for memorabilia auctions (e.g., Fanatics Live) or live game-day auctions for unique experiences.
• Features:
  • Real-time bidding.
  • Notifications for bid updates and auction results.
• Advantages:
  • Engages fans in a dynamic way.
  • Drives revenue from premium or limited-edition items.

11. Hybrid Sales Platforms (In-Store and Digital)

• Purpose: Combine physical store experiences with app-based tools for seamless shopping.
• Examples:
  • Apps that offer in-store inventory checks or allow for curbside pickup.
• Features:
  • QR code scanning for product details.
  • Integration with loyalty programs.
  • Augmented reality to visualize gear in a physical setting.
• Advantages:
  • Bridges online and offline shopping experiences.
  • Enhances convenience for customers.

Q.5 Write short notes on: (Any three)                     (15)

a. 5Ps of Selling Sponsorship in Sports. 

The 5Ps of Selling Sponsorship in Sports provide a framework for effectively engaging with potential sponsors and crafting successful sponsorship deals. These elements help sports organizations align their assets with sponsors' objectives, creating a mutually beneficial partnership. Here's a breakdown:

1. Product

• What it is: The asset or opportunity being offered for sponsorship. In sports, this could include naming rights, event sponsorships, digital media, signage, or team branding.
• Considerations:
  • Clearly define the sponsorship inventory.
  • Highlight unique selling points, such as audience demographics, reach, and engagement levels.

2. Price

• What it is: The monetary value or investment required for the sponsorship.
• Considerations:
  • Base pricing on tangible and intangible benefits like brand visibility, ROI potential, and exclusivity.
  • Offer tiered packages or customizable options to attract a range of sponsors.

3. Promotion

• What it is: The strategy used to communicate the sponsorship opportunity to potential partners.
• Considerations:
  • Use professional proposals, presentations, and tailored pitches to engage potential sponsors.
  • Leverage case studies, testimonials, and metrics to showcase past successes and potential impact.

4. People

• What it is: The relationships and networks involved in securing and maintaining sponsorships.
• Considerations:
  • Build and nurture relationships with decision-makers at sponsor organizations.
  • Maintain transparency, communication, and excellent customer service throughout the partnership.

5. Plan

• What it is: The structured approach to identifying, targeting, and acquiring sponsorships.
• Considerations:
• Conduct research to identify potential sponsors whose goals align with the sports organization's audience and values.
• Create a roadmap for outreach, activation, and measuring success to ensure long-term partnerships.

b. Benefits of High Brand Equity in Sports 

High brand equity in sports refers to the strong value, reputation, and recognition a sports entity (e.g., a team, league, athlete, or event) commands in the marketplace. This equity significantly impacts the success and sustainability of the sports brand. Below are the key benefits:

1. Increased Sponsorship and Partnerships

• Attraction of Sponsors: High brand equity makes a sports brand more appealing to sponsors, who see it as a reliable and impactful way to reach their target audience.
• Premium Deals: Sponsors are willing to invest more in partnerships with well-regarded sports brands, leading to higher revenues and long-term agreements.

2. Stronger Fan Loyalty

• Emotional Connection: High brand equity fosters a strong emotional bond with fans, leading to consistent support, even during periods of poor performance.
• Repeat Engagement: Loyal fans are more likely to attend games, purchase merchandise, and engage with the brand across multiple platforms.

3. Revenue Growth

• Ticket Sales: Popular sports brands command higher attendance rates and can charge premium prices for tickets.
• Merchandising: Fans are more inclined to buy branded apparel and memorabilia, creating a lucrative revenue stream.
• Broadcasting Rights: Networks are willing to pay higher fees for rights to broadcast games or events of high-equity brands due to their wide appeal.

4. Enhanced Marketability

• Attractive to Talent: Star athletes, coaches, and staff are drawn to brands with strong reputations, creating a cycle of success.
• Global Reach: High brand equity can transform a sports entity into a global icon, expanding its fan base and market presence internationally.

5. Resilience During Crises

• Fan Forgiveness: High-equity brands are more likely to recover from scandals or poor performance due to their established goodwill.
• Market Stability: These brands are less affected by economic downturns because of their strong consumer base.

6. Competitive Advantage

• Negotiation Power: High-equity sports brands have the upper hand in negotiations with sponsors, media, and venues.
• Differentiation: A strong brand identity sets a sports entity apart from competitors, ensuring a unique position in the market.

7. Cultural and Social Impact

• Influence on Trends: High-equity sports brands often shape cultural trends and inspire loyalty across diverse demographics.
• Community Support: Strong brands can lead initiatives, events, or campaigns that positively impact their communities and enhance their image.

c. Features of the Sport E-Business 

Sport e-business refers to the application of digital platforms and technology to conduct business activities in the sports industry. It encompasses a wide range of operations, including marketing, sales, fan engagement, and content distribution. Below are the key features of a sport e-business:

1. Global Reach

• Sport e-business platforms can engage audiences worldwide, transcending geographical boundaries.
• Online stores, streaming platforms, and digital content allow fans from all over the globe to connect with sports entities.

2. 24/7 Availability

• Fans and customers can access information, purchase merchandise, or watch content anytime through websites, apps, or social media channels.
• This round-the-clock presence enhances convenience and accessibility.

3. Digital Ticketing and Event Management

• Online platforms offer seamless ticket purchasing and distribution for live events.
• Dynamic pricing, seat selection, and paperless tickets improve the user experience.

4. E-Commerce Integration

• Teams and organizations can sell merchandise, memorabilia, and other branded products directly to fans through online stores.
• Platforms often integrate payment gateways for secure and fast transactions.

5. Content Streaming and Broadcasting

• Streaming platforms provide live and on-demand access to games, interviews, and behind-the-scenes content.
• Subscription models and pay-per-view options generate additional revenue streams.

6. Fan Engagement and Interaction

• Social media, mobile apps, and official websites allow direct interaction with fans, fostering community and loyalty.
• Features like live chats, polls, and virtual meet-and-greets enhance fan participation.

7. Personalization and Analytics

• Data-driven insights help tailor user experiences, such as recommending merchandise, content, or events based on user preferences.
• Analytics also assist in understanding fan behavior and improving marketing strategies.

8. Sponsorship and Advertising Opportunities

• Digital platforms provide space for sponsors to display ads, branded content, and exclusive offers.
• Partnerships can be monetized through co-branded campaigns, product placements, and digital signage.

9. Mobile Accessibility

• Mobile apps enhance the user experience by offering services like live updates, match highlights, and gamified features.
• Many sport e-businesses optimize their platforms for mobile-first audiences.

10. Community Building

• Online forums, fan clubs, and exclusive member areas foster a sense of belonging and engagement among fans.
• Virtual events and social campaigns help build a connected global community.

11. Integration of Emerging Technologies

• AR/VR Experiences: Virtual reality (VR) enables fans to experience games as if they are in the stadium, while augmented reality (AR) enhances in-app experiences.
• Blockchain and NFTs: Sports e-businesses are leveraging blockchain for ticketing and offering NFTs (non-fungible tokens) as digital collectibles.
• AI Chatbots: These provide instant customer service and help with ticket inquiries, merchandise orders, and more.

12. Digital Marketing

• Email campaigns, influencer partnerships, and social media ads amplify the reach of sports e-business initiatives.
• SEO and content marketing help attract and retain online audiences.

13. Scalability

• Digital platforms allow sports organizations to expand their offerings without significant infrastructure costs, making them scalable as the fan base grows.

d. Features of the Sports Store-Brick and Mortar. 

A brick-and-mortar sports store is a physical retail space where customers can shop for sports equipment, apparel, footwear, and related products. These stores provide unique advantages that differentiate them from online-only platforms. Here are the key features of a brick-and-mortar sports store:

1. Physical Product Interaction

• Customers can see, touch, and try products before purchasing, helping them assess quality, size, and fit.
• Product demonstrations or trial areas (e.g., trying out a tennis racket or running shoes) are often available.

2. In-Store Expertise

• Staff members are available to offer personalized advice and recommendations based on the customer's needs and preferences.
• Stores may employ specialists (e.g., for running shoes, team sports, or outdoor gear) to guide customers more effectively.

3. Diverse Product Range

• Sports stores typically offer a wide variety of products, including:
  • Apparel: Jerseys, tracksuits, compression wear, etc.
  • Footwear: Running shoes, cleats, and hiking boots.
  • Equipment: Balls, rackets, protective gear, and fitness machines.
• Many stores cater to multiple sports, from mainstream (e.g., soccer, basketball) to niche activities (e.g., rock climbing, archery).

4. Hands-On Experience Areas

• Stores may feature designated spaces for testing equipment, such as:
  • Treadmills for running shoe trials.
  • Mini courts or hitting areas for tennis, golf, or basketball.
• These experiential zones enhance customer confidence in their purchase decisions.

5. Customization Services

• Many sports stores offer customization, such as:
  • Jersey printing for names and numbers.
  • Personalized fittings for equipment like helmets or gloves.
  • Tailoring sports gear to fit specific needs.

6. Community Engagement

• Stores often become community hubs for sports enthusiasts through:
  • Hosting events, workshops, or athlete meet-and-greets.
  • Partnering with local sports teams or leagues for promotions and sponsorships.
• They may also organize group activities like running clubs or fitness classes.

7. Seasonal and Trend-Based Offerings

• Inventory is typically updated to reflect seasonal sports, like winter gear in colder months or swimwear in summer.
• Stores often stock limited-edition or trend-driven items that cater to fans of specific teams, events, or athletes.

8. On-Site Repairs and Maintenance

• Many stores offer services such as:
  • Stringing tennis rackets.
  • Sharpening ice skates.
  • Adjusting or repairing bikes.
• This adds value to the customer experience and fosters loyalty.

9. Loyalty Programs and Promotions

• Brick-and-mortar stores often feature exclusive in-store discounts, flash sales, or loyalty rewards to attract repeat customers.
• In-store-only promotions encourage customers to visit regularly.

10. Immersive Brand Experience

• Stores are often designed to reflect a dynamic and inspiring atmosphere, incorporating:
  • Visual merchandising with sports themes and interactive displays.
  • TV screens showcasing live games, highlights, or product tutorials.
• This creates an engaging environment for sports enthusiasts.

11. Accessibility and Convenience

• Stores are often located in malls, city centers, or near sports facilities to make shopping convenient for local customers.
• Many offer convenient features such as easy parking, bike racks, or proximity to public transportation.

12. Immediate Availability

• Unlike online stores, brick-and-mortar shops allow customers to purchase and take items home instantly without waiting for delivery.

13. Support for Local Sports

• Stores often collaborate with local clubs, leagues, and schools by:
  • Offering team discounts.
  • Stocking branded gear for local teams.
  • Sponsoring events or athletes.

14. Return and Exchange Services

• Customers can easily return or exchange products in-store, making the process quicker and more reassuring compared to online returns.

15. Tactile and Visual Marketing

• Displays of new products or innovative designs draw attention.
• Signage and posters featuring popular athletes, teams, or events enhance the appeal of the store and its products.

16. Integration with Online Platforms

• Many brick-and-mortar stores now offer “click and collect” services, allowing customers to buy online and pick up in-store.
• Digital kiosks or tablets inside the store may showcase expanded inventory beyond what’s physically available.

e. Meek's Mode of Sports Industry.

Meek's Model of the Sports Industry is a conceptual framework developed by Allen Meek in 1997 that categorizes the sports industry into three distinct segments. This model helps in understanding the complex structure of the sports industry and its economic impact. Here are the three main segments of Meek's model:

1. The Sports Performance Segment

• Definition: This segment includes all organizations, individuals, and activities directly involved in the production and delivery of sports performances as consumer products.
• Examples:
  • Professional and amateur sports teams (e.g., NFL, NBA, FIFA).
  • Individual athletes and their performance in competitions.
  • Events and leagues like the Olympics, Wimbledon, or local tournaments.
• Core Activities:
  • Hosting games and events.
  • Training athletes.
  • Developing sports talent.

2. The Sports Production Segment

• Definition: This segment focuses on producing the goods and services necessary to support the sports performance segment.
• Examples:
  • Manufacturers of sports equipment, apparel, and footwear (e.g., Nike, Adidas, Under Armour).
  • Suppliers of facilities and infrastructure (e.g., stadiums, courts, and gyms).
  • Technology and software providers for performance analytics and broadcasting.
• Core Activities:
  • Designing and producing sports-related products.
  • Providing maintenance services for sports infrastructure.
  • Offering technological solutions, such as wearable fitness devices.

3. The Sports Promotion Segment

• Definition: This segment includes all activities related to promoting sports and sports-related products and services.
• Examples:
  • Media companies broadcasting games (e.g., ESPN, Sky Sports).
  • Sports marketing agencies and sponsorship firms.
  • Social media platforms and influencers promoting sports content.
  • Advertising and branding for sports teams, events, and products.
• Core Activities:
  • Broadcasting live events and highlights.
  • Engaging in marketing campaigns and sponsorship deals.
  • Managing public relations and fan engagement strategies.

Interdependence of Segments

• These three segments are interdependent and collectively form the broader sports ecosystem:
  • The performance segment generates the core product (the sport itself), which fuels demand for equipment and facilities from the production segment.
  • The promotion segment enhances visibility, fan engagement, and sponsorship opportunities, driving revenues back into performance and production.

Application of Meek's Model

• The model provides a holistic view of the sports industry's economic activities and helps stakeholders:
• Understand the dynamics and roles of various entities in the industry.
• Identify opportunities for investment and growth in specific segments.
• Analyze the interconnections between sports performances, supporting industries, and promotional activities.