Running Head: SPORTS MARKETING
Sports Marketing
Brittany M. Puryear
Union College
Abstract
Sports Marketing is a specific form of marketing principles or alternative sports and the figures associated with these sports with both board and targeted marketing group of costumers. Countless companies and brands have used sports marketing to build positive awareness, support retail and sales in the company to gain an overall advantage in their market. The most common examples of sports marketing are athlete endorsements, testimonials, event marketing and stadium advertising.
Marketers consider marketing as a powerful, seductive agency of social control that places consumption at the middle of a individuals knowledge and identity. Countless companies and brands have used sports marketing to build positive awareness, support retail and sales in the company to gain an overall advantage in their market. Companies spend millions of dollars on marketing. The most common examples of sports marketing are athlete endorsements, commercials, testimonials, event marketing and stadium advertising.
Sports Marketing began with sports management firms, which managed endorsement deals and contract negotiations for professional coaches and athletes, began forming in the 1960’s and early 1970’s with Mark McCormack’s International Management Group (IMG), Bob Woolf (Woolf Associates), and Donald Dell’s ProServ. The first full- service sports marketing and sponsorship agencies were founded in the mid-1970’s with Millsport LLC (now part of The Marketing Arm) and ProServ, which had extended beyond athlete management into event production and sponsorship negotiations.
Sports Marketing exploded in growth in 1984 with the Summer Olympics in Los Angeles, when corporate sponsors used the Olympic Games as a main stage to market their brands. Such as Coca-Cola who spent nearly thirty million dollars in support of its official sponsorship of the Olympic Games...