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Sports marketing

Author: Miller, Richard K. ; Washington, KelliPublisher: Richard K. Miller, 2009.Language: EnglishDescription: 236 p. ; 28 cm.ISBN: 1577831373Type of document: Book Online Access: Click here Note: Most recent edition available at http://goo.gl/A6cwZBibliography/Index: Includes bibliographical references
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Digital Library
E-book Available
Book Europe Campus
Archives
Print REF300 .L4 S77 2009
(Browse shelf)
001264685
Available 001264685
Total holds: 0

Most recent edition available at http://goo.gl/A6cwZ

Includes bibliographical references

Digitized

Sports Marketing 2009 Contents 1. MARKET SUMMARY................................................................................................. 15 1.1 Scope ............................................................................................................... 15 1.2 The American Sports Fan ................................................................................. 15 1.3 The U.S. Sports Market .................................................................................... 16 1.4 Impact of the Economic Downturn .................................................................... 16 1.5 Sports Brands ................................................................................................... 18 2 TOP SPORTS CITIES ................................................................................................ 21 2.1 Overview .......................................................................................................... 21 2.2 Avid Sports Fans City-by-City ........................................................................... 21 2.3 Attending Spectator Sports Events ................................................................... 23 2.4 College Basketball ............................................................................................ 25 2.5 Major League Baseball ..................................................................................... 25 2.6 Professional Basketball .................................................................................... 26 2.7 Professional Football ........................................................................................ 26 PART I: SPORTS MARKET SEGMENTS ..................................................................... 28 3 ADVERTISING and SPONSORSHIPS .......................................................................... 3.1 Market Assessment .......................................................................................... 3.2 Athlete Endorsements ...................................................................................... 3.3 Advertising Agencies in Sports Marketing ........................................................ 3.4 Sports Sponsorships ........................................................................................ 3.5 Naming Rights .................................................................................................. 29 29 29 30 31 31 4 CONCESSIONS .......................................................................................................... 33 4.1 Foodservice at Sports Venues ......................................................................... 33 4.2 Market Leaders ................................................................................................ 33 4.3 Market Trends .................................................................................................. 33 5 FANTASY SPORTS.................................................................................................... 5.1 Market Assessment .......................................................................................... 5.2 Market Characteristics and Trends ................................................................... 5.3 Recent Developments ...................................................................................... 36 36 36 37 6 LICENSING ................................................................................................................ 39 6.1 Market Assessment .......................................................................................... 39 6.2 Sports Licensed Properties .............................................................................. 39 7 MEMORABILIA .......................................................................................................... 40 7.1 Market Assessment ......................................................................................... 40 7.2 Impact of the Economic Downturn.................................................................... 40 7.3 High-end Baseball Memorabilia ....................................................................... 40 7.4 Sports Cards .................................................................................................... 41 8 PARTICIPATION and RECREATION ........................................................................... 8.1 Sports, Exercise, and Recreational Activities .................................................. 8.2 Participation by Activity .................................................................................... 8.3 State-by-State Participation ............................................................................. 9 SPORTING GOODS .................................................................................................. 9.1 Market Assessment ......................................................................................... 9.2 Sports and Recreation Equipment.................................................................... 9.3 Bicycles ........................................................................................................... 9.4 Athletic Footwear.............................................................................................. 9.5 Fitness Apparel ................................................................................................ 9.6 Used Sports Equipment.................................................................................... 10 SPORTS FANS ........................................................................................................ 10.1 Favorite Sports .............................................................................................. 10.2 Fan Base By Age............................................................................................ 10.3 Fan Base By Income ..................................................................................... 10.4 Fan Base By Gender ..................................................................................... 10.5 Female Fans .................................................................................................. 10.6 Youth Fans .................................................................................................... 10.7 African-American Fans .................................................................................. 10.8 Hispanic-American Fans ................................................................................ 43 43 43 46 51 51 51 51 52 53 53 55 55 56 57 58 58 59 59 59 11 SPORTS MANAGEMENT ........................................................................................ 61 11.1 Overview ........................................................................................................ 61 11.2 Sports Management Agencies ....................................................................... 61 11.3 Academic Programs ...................................................................................... 62 12 SPORTS TRAVEL ................................................................................................... 12.1 Market Assessment ....................................................................................... 12.2 Sports-specialist Travel Agencies .................................................................. 12.3 Sports Fantasy Camps .................................................................................. 12.4 Sports Museums and Halls of Fame .............................................................. 12.5 Baseball Spring Training ................................................................................ 13 STADIUMS and ARENAS ........................................................................................... 13.1 Sports Facility Construction ........................................................................... 13.2 New Stadiums and Arenas ............................................................................ 13.3 Financing ....................................................................................................... 66 66 66 67 68 69 70 70 71 72 13.4 Premium Seating ........................................................................................... 73 14 TICKETING ............................................................................................................... 14.1 Market Assessment ....................................................................................... 14.2 Secondary Ticketing ...................................................................................... 14.3 Key Players ................................................................................................... 14.4 Major League Ticketing ................................................................................. 74 74 74 75 76 PART II: SPORTS MEDIA ............................................................................................. 77 15 SPORTS TELEVISION BROADCASTING................................................................ 78 15.1 Overview ....................................................................................................... 78 15.2 Major Sports Networks .................................................................................. 78 15.3 Sports Programming On Cable Networks ..................................................... 80 15.4 League Networks............................................................................................ 81 15.5 Regional Sports Networks ............................................................................. 82 15.6 Team Networks ............................................................................................. 83 15.7 Sport-specific Networks ................................................................................. 84 15.8 College Sports Networks ............................................................................... 84 15.9 International Sports Networks ....................................................................... 85 16 SPORTS RADIO ....................................................................................................... 86 16.1 Market Assessment ....................................................................................... 86 16.2 Listener Demographics .................................................................................. 86 16.3 Sports Radio Stations .................................................................................... 87 16.4 Advertising ..................................................................................................... 87 17 SPORTS PERIODICALS .......................................................................................... 17.1 Market Assessment ....................................................................................... 17.2 Circulation ..................................................................................................... 17.3 Advertising ..................................................................................................... 18 SPORTS ONLINE ..................................................................................................... 18.1 Sports Websites ............................................................................................ 18.2 Market Assessment ....................................................................................... 18.3 Sports Website Visitor Demographics ........................................................... 18.4 Major League Sports Websites ..................................................................... 18.5 Online Sports Video....................................................................................... 18.6 Live Sports Online ......................................................................................... 89 89 89 89 90 90 90 91 92 93 93 PART III: MAJOR TEAM SPORTS ............................................................................... 95 19 MAJOR LEAGUE BASEBALL.................................................................................. 96 19.1 Market Assessment ....................................................................................... 96 19.2 Attendance .................................................................................................... 96 19.3 Team Valuations ........................................................................................... 97 19.4 Fan Cost Index .............................................................................................. 98 19.5 Fan Loyalty .................................................................................................... 99 19.6 Television Broadcasts ................................................................................. 100 19.7 World Series ................................................................................................ 101 19.8 MLB All-Star Game ..................................................................................... 101 19.9 MLB.com ..................................................................................................... 102 19.10 Sponsorships ............................................................................................ 103 19.11 Fan Demographics .................................................................................... 103 20 NATIONAL BASKETBALL ASSOCIATION........................................................... 104 20.1 Market Assessment ........................................................................................... 104 20.2 Attendance ........................................................................................................ 104 20.3 Team Valuations ................................................................................................ 105 20.4 Fan Cost Index .................................................................................................. 106 20.5 Fan Loyalty ........................................................................................................ 107 20.6 Television Broadcasts ....................................................................................... 108 20.7 NBA Finals ......................................................................................................... 108 20.8 NBA All-Star Game ............................................................................................ 109 20.9 NBA.com ............................................................................................................ 109 20.10 Sponsorships ................................................................................................... 109 20.11 Fan Demographics ........................................................................................... 109 21 NATIONAL FOOTBALL LEAGUE ......................................................................... 111 21.1 Market Assessment ..................................................................................... 111 21.2 Attendance .................................................................................................. 111 21.3 Team Valuations ......................................................................................... 112 21.4 Fan Cost Index ............................................................................................ 113 21.5 Fan Loyalty .................................................................................................. 114 21.6 Television Broadcasts ................................................................................. 115 21.7 Super Bowl .................................................................................................. 116 21.8 Pro Bowl ...................................................................................................... 116 21.9 NFL.com ...................................................................................................... 117 21.10 Sponsorships ............................................................................................ 117 21.11 Fan Demographics .................................................................................... 117 22 NATIONAL HOCKEY LEAGUE ............................................................................ 119 22.1 Market Assessment ..................................................................................... 119 22.2 Attendance .................................................................................................. 119 22.3 Team Valuations ......................................................................................... 120 22.4 Fan Cost Index ............................................................................................ 121 22.5 Fan Loyalty .................................................................................................. 122 22.6 Television Broadcasts ................................................................................. 123 22.7 Stanley Cup .................................................................................................. 124 22.8 NHL.com ....................................................................................................... 124 22.9 Sponsorships ................................................................................................ 124 23 MAJOR LEAGUE SOCCER.................................................................................... 125 23.1 Overview ....................................................................................................... 125 23.2 Attendance ................................................................................................... 125 23.3 Television Broadcasts ................................................................................... 126 23.4 Sponsorships ................................................................................................ 127 23.5 Fan Demographics ....................................................................................... 128 24 WOMEN'S NATIONAL BASKETBALL ASSOCIATION ......................................... 129 24.1 Overview ....................................................................................................... 129 24.2 Attendance ................................................................................................... 129 24.3 Television Broadcasts ................................................................................... 130 24.4 Sponsors ...................................................................................................... 130 25 LACROSSE ............................................................................................................ 25.1 Overview ....................................................................................................... 25.2 National Lacrosse League ............................................................................ 25.3 Major League Lacrosse ................................................................................ 26 MINOR LEAGUE SPORTS ..................................................................................... 26.1 Overview ....................................................................................................... 26.2 Minor League Baseball ................................................................................. 26.3 Minor League Hockey ................................................................................... 26.4 NBA Development League ........................................................................... 131 131 131 132 134 134 134 134 135 PART IV: INDIVIDUAL SPORTS ................................................................................. 136 27 GOLF ...................................................................................................................... 27.1 Overview ....................................................................................................... 27.2 The Majors Championships .......................................................................... 27.3 The Ryder Cup and Presidents Cup ............................................................. 27.4 The PGA Tour .............................................................................................. 27.5 The LPGA Tour ............................................................................................ 27.6 Demographics of Golf Fans .......................................................................... 28 HORSE RACING .................................................................................................... 28.1 Overview ....................................................................................................... 28.2 Triple Crown ................................................................................................. 28.3 Breeders' Cup ............................................................................................... 137 137 137 138 138 139 140 141 141 141 142 29 RODEO ................................................................................................................... 29.1 Overview ...................................................................................................... 29.2 Professional Bull Riders ............................................................................... 29.3 Professional Rodeo Cowboys Association ................................................... 29.4 Fan Demographics ....................................................................................... 30 TENNIS ................................................................................................................... 30.1 Overview ...................................................................................................... 30.2 Participation .................................................................................................. 30.3 Top Paid Tennis Stars .................................................................................. 30.4 US Open ....................................................................................................... 30.5 US Open Series............................................................................................ 30.6 Sony Ericsson WTA Tour ............................................................................. 30.7 ATP Tour ...................................................................................................... 30.8 Wimbledon ................................................................................................... 30.9 Sony Ericsson Open ..................................................................................... 144 144 144 145 146 147 147 147 148 148 149 150 150 150 150 PART V: RACING SPORTS......................................................................................... 152 31 INDY RACING LEAGUE ........................................................................................ 31.1 Overview ...................................................................................................... 31.2 Television and Radio Broadcast Rights ........................................................ 31.3 Indianapolis 500 ........................................................................................... 31.4 Sponsorships ................................................................................................ 31.5 Racing Teams .............................................................................................. 31.6 IndyCar Series .............................................................................................. 32 NASCAR ................................................................................................................. 32.1 Overview ...................................................................................................... 32.2 Broadcast Rights .......................................................................................... 32.3 Sponsorships ................................................................................................ 32.4 Racing Teams .............................................................................................. 32.5 Track Owners ............................................................................................... 32.6 Fan Demographics ....................................................................................... 32.7 Sprint Cup Series ......................................................................................... 32.8 NASCAR Nationwide Series ......................................................................... 33 RACING CIRCUITS ................................................................................................ 33.1 American Le Mans Series ............................................................................ 33.2 Grand American Road Racing ...................................................................... 33.3 NHRA Drag Racing ...................................................................................... 33.4 World of Outlaws .......................................................................................... 153 153 154 154 154 154 155 156 156 156 158 158 158 159 160 161 162 162 163 163 164 34 SUPERCROSS ....................................................................................................... 165 34.1 Overview ....................................................................................................... 165 34.2 Television Broadcast Rights ......................................................................... 165 34.3 Sponsors ...................................................................................................... 165 34.4 Racing Teams .............................................................................................. 166 34.5 Monster Energy AMA Supercross ................................................................ 166 PART VI: FIGHTING SPORTS..................................................................................... 168 35 BOXING .................................................................................................................. 169 35.1 Overview ....................................................................................................... 169 35.2 Pay-per-View Events .................................................................................... 169 36 MIXED MARTIAL ARTS.......................................................................................... 171 36.1 Overview ....................................................................................................... 171 36.2 Ultimate Fighting Championship ................................................................... 171 36.3 Other Leagues............................................................................................... 172 37 WORLD WRESTLING ENTERTAINMENT ............................................................. 173 37.1 Overview ....................................................................................................... 173 37.2 Live Events and Television ........................................................................... 173 37.3 Pay-per-View Events .................................................................................... 173 37.4 Viewer Demographics .................................................................................. 174 PART VII: COLLEGIATE and HIGH SCHOOL SPORTS ............................................... 176 38 NCAA SPORTS ...................................................................................................... 177 38.1 Overview ....................................................................................................... 177 38.2 Market Assessment ...................................................................................... 177 38.3 Men's and Women's Sports .......................................................................... 178 38.4 NCAA Broadcasting ...................................................................................... 179 38.5 Athletic Department Revenue ....................................................................... 179 38.6 Sponsorships ................................................................................................ 180 39 COLLEGE FOOTBALL .......................................................................................... 39.1 Fans and Spectators .................................................................................... 39.2 Market Assessment ...................................................................................... 39.3 Regular-Season Broadcasts ......................................................................... 39.4 Bowl Games ................................................................................................. 39.5 Bowl Championship Series ........................................................................... 181 181 181 182 182 184 40 COLLEGE MEN'S BASKETBALL.......................................................................... 185 40.1 Fans and Spectators .................................................................................... 185 40.2 Market Assessment ...................................................................................... 185 40.3 Regular-Season Broadcasts ......................................................................... 186 40.4 NCAA Division I Men's Basketball Tournament Revenue ............................ 186 40.5 NCAA Finals ................................................................................................. 186 41 COLLEGE WOMEN'S BASKETBALL.................................................................... 188 41.1 Fans and Spectators .................................................................................... 188 41.2 NCAA Women's Final Four Championship Game......................................... 188 42 HIGH SCHOOL SPORTS........................................................................................ 42.1 Participation .................................................................................................. 42.2 High School Sports Online ........................................................................... 42.3 Local Television Broadcasting ...................................................................... 42.4 Sponsorships and Promotions ...................................................................... 43 YOUTH SPORTS .................................................................................................... 43.1 Participation .................................................................................................. 43.2 Youth Baseball ............................................................................................. 43.3 Youth Football .............................................................................................. 43.4 Youth Hockey ............................................................................................... 43.5 Youth Soccer ................................................................................................ 43.6 Youth Sports Media ...................................................................................... 190 190 192 193 193 194 194 194 194 195 195 195 PART VIII: GLOBAL SPORTS EVENTS .................................................................... 196 44 OLYMPICS.............................................................................................................. 197 44.1 Summer Olympics ........................................................................................ 197 44.2 Winter Olympics ........................................................................................... 199 45 MAJOR EVENTS .................................................................................................... 45.1 FIFA World Cup............................................................................................. 45.2 America's Cup .............................................................................................. 45.3 Tour de France ............................................................................................. 45.4 Rugby World Cup ......................................................................................... 45.5 World Baseball Classic ................................................................................. 200 200 201 201 202 203 PART IX: OTHER SPORTS/COMPETITIONS ............................................................ 204 46 ACTION SPORTS .................................................................................................. 46.1 Overview ...................................................................................................... 46.2 Participation .................................................................................................. 46.3 Dew Tour....................................................................................................... 46.4 X Games ...................................................................................................... 205 205 205 205 206 47 AVP PRO BEACH VOLLEYBALL.......................................................................... 47.1 Overview ...................................................................................................... 47.2 Tours ............................................................................................................ 47.3 Spectators and Fans .................................................................................... 47.4 Sponsors ...................................................................................................... 48 MARATHONS......................................................................................................... 48.1 Overview ...................................................................................................... 48.2 Economic Impact ......................................................................................... 48.3 Business Assessment .................................................................................. 48.4 Sponsorships ............................................................................................... 49 TRIATHLONS......................................................................................................... 49.1 Overview ...................................................................................................... 49.2 Demographics .............................................................................................. 49.3 Major Events ................................................................................................ 49.4 Sponsorships and Promotions ..................................................................... 208 208 208 209 209 210 210 210 211 212 214 214 214 215 215 50 POKER.................................................................................................................... 217 50.1 Current Poker Boom .................................................................................... 217 50.2 Poker on Television ..................................................................................... 218 51 VIDEO GAMING...................................................................................................... 221 51.1 Overview ...................................................................................................... 221 51.2 Key Players .................................................................................................. 221 51.3 Broadcast and Webcast Competitions ......................................................... 222 MARKET RESOURCES.............................................................................................. 224 REFERENCES............................................................................................................. 226

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