Sports Marketing

Topics: Marketing, Emotion, Sports business Pages: 7 (1971 words) Published: May 27, 2013
Sports Marketing
The Four E’s
Group Presentation and Report
Sports Marketing
The Four E’s
Group Presentation and Report



2. Introduction, Engagement

3. Experience

4.Entertainment, Emotion

5. Conclusion

6. Bibliography and PREZI link

Sports’ marketing is becoming more readily known as the vehicle that drives the sports business to success. It is “orientated toward consumers and about thinking, deciding and acting in terms of the final consumer. You have to know who your consumers are, what they want and need and use this effectively as a sports marketer orientating the drive more toward the market, not the product (Sports Marketing: The motor that drives the sports business (2005)). There are four crucial elements that a sports marketer must consider when positioning their product to the needs and wants of the consumer. The four elements are emotion, experience, engagement and entertainment. The following report aims to show through various studies the importance of the four E’s in a marketing perspective, the way in which the four E’s are used at an organizational level in sports marketing and finally how this connects and effects the consumer of the product or sport.

Engagement within sport is a key-determining factor in selling any sports brand or product. Recently the expansion of marketing sport through the use of media and different technologies is something many companies and organisations are implementing in order to move into the future and continue making profit. Companies will aim to engage with customers on both a macro and micro environmental level using up-to-date technology. Companies can now utilize technology within the macro environment as it becomes more readily accessible and is continually progressing and evolving. Currently leading the way of the sporting tech movement is U.S giant, Nike. Nike is becoming highly recognised for launching consistent innovations, all of which are seemingly conceived to make athletes run faster and jump higher. One of the brand’s latest offerings is the Nike+ FuelBand (The New Economy, 2013). “The Nike+ FuelBand is a way for Nike to further evolve the exciting possibilities of merging the physical and digital worlds. Nike has always been about inspiring athletes, and the Nike+ FuelBand will help motivate them in a simple, fun and intuitive way.” said Nike president and CEO Mark Parker at the Nike+ FuelBand launch event in New York in 2011. (The New Economy, 2013) Similarly, media is an essential component in the microenvironment of any sports business scheme. Sport businesses excel with the use of digital media by expressing a unique point of view to a range of different audiences. Online sports’ marketing has become the newest and most effective foundation for building fan communities for professional sports league and teams. With access to the Internet becoming more readily available, implementing both social and interactive online networks to build a larger fan base in the virtual world is important for a business to be successful. Websites are now including audio, video, podcasts and live broadcasts of league games (Ioakimidis, Marilou, 2010). Digital media intensifies an image or idea that the company is trying to convey through the use of stimulating music, bold letters and extravagant colors. This connects with an audience and although may not necessarily promote the brand it defiantly engages the audience and gives them something to remember. The image of a company is more important than the quality, quantity and price of any product, as this is the ‘brand’ a consumer is going to potentially buy, and no one wants to be a part of an unpopular brand. Companies also use other methods such as surveying, social media and enticements to engage with their audience.

The ultimate experience is created through sporting events, as they are intangible, subjective, inconsistent...
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