Sports marketing

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definition

“ Sports marketing is the specific application of marketing principles and processes to sports products and services in terms of market-oriented corporate management. Sports marketing includes both the marketing of sports products by sports organizations ('Marketing of Sport') and the marketing of sports-related and non-sports products and services by companies using sport ('Marketing with Sport'). "

- Gerd Nufer , André Bühler : Sports Marketing: Introduction and Perspective

Disciplines

Sports marketing is divided into two disciplines.

  • Marketing of sports is the marketing of sports or athletes using result-oriented methods of economics and communication (use of media) for the purpose of satisfying customer needs .
  • Marketing through sport (also: "Marketing with Sport") is the marketing of bundles of services using sport as a communication platform.

The goal is u. a. the development of brands, increasing the level of awareness or an image transfer .

Marketing of sports

When marketing sports, the marketing management principles from general business administration are applied to sports. However, it is particularly important that the special features that the product “sport” entails in comparison with consumer goods, for example, are taken into account. In the field of sport, for example, the clubs involved in the game need a certain willingness to cooperate in order to produce a marketable product. In addition, the uncertain outcome of the game, which is characteristic of the sport, is a variable that cannot be calculated for marketing experts. In addition, sports consumers differ from consumers in other branches of the economy in a number of ways (e.g. greater emotionality and loyalty to the sports brand than to consumer goods brands). Due to the previous peculiarities of sport, it makes sense to "view sports marketing not just as a modification of general marketing, but as a very special - almost independent - form of marketing."

Marketing through sports

In the case of "marketing through sport", the advertiser intends to increase the level of awareness of the advertised bundle of services and / or an image transfer of the characteristics associated with the sport / team / individual used as a communication platform to the bundled of services advertised (see also sponsoring ). According to this definition, the discipline of sports sponsoring is an important part of sports marketing and is managed as a separate discipline in the overarching marketing management process.

meaning

Sports marketing has become firmly established in recent years, which can be seen from the sharp rise in sums in sports sponsorship. 57.2% of the top-selling German companies are active as sports sponsors. Image transfer and increasing awareness through involvement in popular sports are particularly useful tools for large companies. In addition, sports sponsoring is also an "effective instrument for customer acquisition and customer loyalty as well as for increasing sales". For small and medium-sized companies, the regional increase in brand awareness and employer branding often play a role.

Sports marketing has also become more important for clubs. In addition to the increasing dependency on sponsorship money , the marketing of one's own sports product, the service aspect for the members and the further development of the sports offer are decisive for the continued existence of the club. The sports organization has an abundance of common marketing tools at its disposal.

Sub-areas

Nufer / Bühler (2013) have identified the following topics as the currently most important sub-areas of sports marketing (in alphabetical order):

  • Ambush Marketing in Sports
  • Business-to-business marketing in sports
  • Ethics in Sports Marketing
  • Event marketing in sports
  • Hospitality Marketing in Sports
  • Brand management in sport
  • Market research in sports
  • Market segmentation in sports
  • Merchandising in sports
  • Neuromarketing in Sports
  • Rights and rights marketing / sports rights marketing in sport
  • Relationship Marketing in Sports
  • Social Marketing in Sports
  • Social media in sports
  • Sponsorship in sport
  • Testimonial and celebrity advertising in sports
  • Ticketing in sports
  • Virtual advertising in sports

internationalization

Since the early 2000s at the latest, the internationalization of sports organizations such as associations and clubs has also become a topic that should not be neglected. This can be seen in the organization of actually national sports competitions abroad (e.g. the Turkish Football Association with its Supercup from 2006 to 2008 in German stadiums), in marketing tours of sports clubs (e.g. the visits and games of Real Madrid , Manchester United and Bayern Munich in Asia ), international cooperations ( e.g. the shared fan shops of Manchester United and the New York Yankees ) or the entry of international investors into various clubs such as B. RB Leipzig , Manchester City or Manchester United.

Scientific institutions

The German Institute for Sports Marketing (DISM), founded in 2012 by Gerd Nufer and André Bühler, is the first scientific institution in Germany that has explicitly set itself the task of further developing and professionalizing sports marketing. The DISM researches the various sub-areas of sports marketing and advises the main players in sports marketing (sports clubs, sports associations, sports sponsors, rights marketers, agencies and the media) on a scientific basis.

literature

  • Arnold Hermanns, Florian Riedmüller: Management manual for sports marketing. 2., completely revised Ed., Vahlen, Munich, 2008, ISBN 978-3-8006-3558-0 .
  • Arnold Hermanns, Florian Riedmüller: Sponsoring and events in sport. From the instrumental view to the communication platform. Vahlen, Munich, 2003, ISBN 3-8006-2968-2 .
  • Gerd Nufer, André Bühler: Marketing in Sports - Basics and Trends of Modern Sports Marketing. 3. completely rework. Ed., Erich Schmidt Verlag, Berlin, 2013, ISBN 978-3-503-14119-7 .
  • Arnd Krüger : Sports management. A topic-related introduction. Oldenbourg, Munich, 2004, ISBN 3-486-20030-5 .
  • Christoph Breuer, Ansgar Thiel: Handbook of Sport Management. Hofmann, Schorndorf, 2005, ISBN 3-7780-1991-0 .
  • Albert Galli: Sports Management. Basics of entrepreneurial management in sport from business administration, taxes and law for the sports manager. Vahlen, Munich, 2002, ISBN 3-8006-2890-2 .
  • Oliver Geyer: Individual athlete sponsoring as a corporate communication tool. Publishing house Dr. Kovac, Hamburg, 2008, ISBN 978-3-8300-3634-0 .
  • Gerhard Schewe: Sports Management. Professional football from a sports economic perspective. Hofmann, Schorndorf, 2005, ISBN 3-7780-3350-6
  • Gerhard Trosien, Michael Dinkel: Personnel development in sports management. Training, employment, representation. Afra-Verlag, Butzbach-Griedel, 2004, ISBN 3-932079-96-5 .

Individual evidence

  1. ↑ Gerd, Nufer, André Bühler: Sports Marketing: Introduction and Perspective. In: Gerd Nufer, André Bühler (Hrsg.): Marketing in Sport - Basics and Trends of Modern Sport Marketing. 3., completely reworked. Ed., Erich Schmidt Verlag, Berlin, 2013, p. 8.
  2. ^ André Bühler, Gerd Nufer: Marketing in Sport - Basics and Trends of Modern Sports Marketing. 3., completely reworked. Ed., Erich Schmidt Verlag, Berlin, 2013, p. 42
  3. ^ Stephanie C. Kiendl: Brand communication with sport. Sponsoring and brand events as a communication platform. DUV, Wiesbaden, 2007, ISBN 978-3-8350-0719-2 .
  4. ↑ Philip Stockmann: Planning and implementation of integrated marketing communication with the main instruments advertising and sports sponsoring. DUV, Wiesbaden, 2007, ISBN 978-3-8350-0975-2 .
  5. ↑ Florian Riedmüller: Sport as a content reference for marketing communication. In: Arnold Hermanns, Florian Riedmüller (Hrsg.): Sponsoring and events in sport. From the instrumental view to the communication platform. Vahlen, Munich, 2003, ISBN 3-8006-2968-2 , pp. 3-21.
  6. ↑ Ariane Bagusat: Sponsoring Trends 2012 . Ostfalia University of Applied Sciences, Salzgitter, 2013, pp. 13 and 17
  7. ^ André Bühler, Gerd Nufer: Marketing in Sport - Basics and Trends of Modern Sports Marketing. 3., completely reworked. Ed., Erich Schmidt Verlag, Berlin, 2013, p. 54.
  8. ↑ First Germany-wide online platform for sports sponsoring launched , Sponsoo, January 29, 2015, accessed on April 11, 2015.
  9. ↑ Pascal C. van Overloop, Arnold Hermanns: Internationalization of professional football clubs : Theoretical foundation and practical approaches on a strategic level. - PDF file, accessed on July 18, 2020
  10. ↑ Simon Chadwick: Internationalization in Sport. In: Gerd Nufer, André Bühler: Management in Sport: Business Basics and Applications of Modern Sport Economics. 3., rework. and extended edition, Erich Schmidt Verlag, Berlin, 2012, ISBN 978-3-503-14118-0 , pp. 605–623.
  11. ^ Website of the German Institute for Sport Marketing - accessed on July 18, 2020