CONTENT/TEACHING OUTLINE COMPETENCY: OBJECTIVE: 1.00 Explain the components of the sports and entertainment marketing course. 1.

02 Discuss the impact of sports and entertainment marketing on the economy.

A. Discuss the fundamentals of sports and entertainment marketing. 1. Marketing is the process of developing, promoting, pricing and distributing products in order to satisfy customers needs and wants. Marketing involves all of the activities necessary to get a product from the producer to the consumer. 2. Products include both goods and services. 3. Sports marketing is the involvement of sports to develop, promote, and distribute goods and/or services to satisfy the wants and needs of consumers. Sports marketing includes sponsorships, endorsements, promotion, and fan clubs. Segments of sports marketing include: a. Professional Teams (Football Carolina Panthers/Ericsson Stadium, Soccer Carolina Courage, Hockey Carolina Hurricanes) b. Collegiate and Scholastic Teams (UNC, NC State, Duke) c. Venues: arenas, stadiums, coliseums (Bagwell Field at Dowdy-Ficklin Stadium, The RBC Center, Blockbuster Pavilion, Lowes Motor Speedway) d. Commercial Facilities (Marina Boat Land) e. Health Clubs (Golds Gym) f. Recreation (Aerobics) g. Camps (Tennis Camp) h. Professional Individual Sports (PGA, World Tennis Association, PBA) i. Amateur Sports (AAU) j. Agencies (NCAA, ACC, SEC) k. Sport Support Services (NASCAR Winston Cup Racing Wives Auxiliary) l. Sporting Goods Industry (Nike, Adidas) m. Sport Sponsors (Coca-Cola 600, Cadillac sponsoring the PGA Tour, Wachovia Cup Tournament at Quail Hollow Country Club) n. Sports Media (ESPN) 4. Entertainment marketing is the involvement of entertainment to develop, promote and distribute goods and/or services to satisfy the wants and needs of consumers. Entertainment segments include: a. Music Industry (Quincy Jones) b. Movie Industry (Tom Hanks) c. Theme Park Industry (Walt Disney World in Florida, Paramounts Carowinds Theme Park in North Carolina/South Carolina, Emerald Point Water Park in Greensboro, Tweetsie Railroad in Boone, The Pavilion in Myrtle Beach, Mile High Ghost Town in Maggie Valley) d. Radio Industry (AM, FM, country, rap, hip-hop, jazz, XM, Sirius Satellite Radio) e. Film Industry (Sundance Film Festival) f. Television Industry (Dawsons Creek was filmed in the Wilmington area) g. Dramatic Arts Industry (Raleigh Little Theater and Rose Garden) h. Video Game Industry (PS2, X-Box, Sega Sports, Nintendo Game Cube)
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CONTENT/TEACHING OUTLINE COMPETENCY: OBJECTIVE: 1.00 Explain the components of the sports and entertainment marketing course. 1.02 Discuss the impact of sports and entertainment marketing on the economy.

i. Fine Arts and Science Industry (Smithsonian Institution) j. Night Club Industry (Club 2000) k. Literacy Industry (Oprahs Book Club, READ Foundation, Kelly Ripas Book Club) l. Casino Industry (Harrahs in Cherokee County) m. Hobby/Craft Industry (Southern Christmas Show) 5. Trends in sports and entertainment a. Sports - Naming rights, X-games, and sports specific channels. b. Entertainment - Internet web casts, MP3s, DVDs B. Identify sports and entertainment products as either goods or services. 1. Goods are tangible objects. For example, athletic shoes and CDs. 2. Services are intangible. Services include tasks or acts performed for a customer for a fee. For example, going to a theme park or to see the Durham Bulls play baseball. C. Explain the importance of the sports and entertainment industry to the economy. 1. The sports and entertainment industry generates on average $213 - $350 billion per year in revenue. 2. Approximately 800 million people watched the 2002 Super Bowl. 3. The average attendance per NFL game is 66,000. 4. It is estimated that 16,346,710 people watched a NFL game in 2000. 5. The National Football League has $17.6 billion in television deals with four networks (CBS, Fox, ABC, and ESPN). 6. The average attendance at an National Basketball Association game is 16,804. 7. The average total Major League Baseball attendance is 20,000,000 per year. 8. Over 35 million people visit Walt Disney World in Orlando, Florida each year. 9. The movie Titanic grossed almost $1 billion in global ticket sales. 10. Over 95 million American households own a VCR. 11. Over 30 million American households own a DVD player 12. Sixty-eight percent of American households subscribe to cable TV.

Sports and Entertainment Marketing I Summer 2003 20

CONTENT/TEACHING OUTLINE COMPETENCY: OBJECTIVE: 1.00 Explain the components of the sports and entertainment marketing course. 1.02 Discuss the impact of sports and entertainment marketing on the economy.

Resources Printed References: Sports and Entertainment Marketing, pp. 4-62, 84, 108, 228. Marketing, p. 89. Suggested Activities: Using magazines, find pictures representing each of the sports segments and each of the entertainment segments. Have students list five sports goods, five entertainment goods, five sports services and five entertainment services. Create a collage of athletes, teams, entertainers, actors, etc. Identify goods and services associated with each. There is a 1.00 project at the end of this competency. Other Resources: 1.02 PowerPoint Presentation

Teacher Notes

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