GALILEO UNIVERSITY

QUETZALTENANGO CAMPUS

STRATEGIC MARKETING

TUTOR: ROBERTO HERRARTE NAJERA

TOPIC: SPORT MARKETING ESSAY

MARCOS ARMANDO AJCALON ZERAT

013852

QUETZALTENANGO, FEBRUARY 1, 2017

 INTRODUCTION

Sports Marketing, a concept drenched more in hope than in

reason, more of feeling than of thought, but evaluated with the
cold calculation of the economy, in other words, it is about getting the most out of it
the feelings of buyers, whether they are impulsive, or
created by the same seller or marketing expert, in this essay
enriching I plant my point of view, that through my knowledge,
minimum practice as a beneficiary client factor in sports
acquired, also after listening to some interviews on YouTube
y conferences of some Mexican, European experts y
South Americans. As specified with each process that is carried out, the
the ultimate goal is to generate sustainability and profit acquisition
Who requires this tool called SPORTS MARKETING.
 SPORTS MARKETING

Sports marketing consists of all those activities designed to address the

needs and deficiencies of primary, secondary, and tertiary participating sports consumers and of
the consumer sports primary, secondary, and tertiary viewers through processes of
exchange. Sports marketing has made two significant advancements: The first is commercialization.
of sports products and services to sports consumers, and the second is marketing using
sport as a promotional vehicle for consumer products, industrial goods, and services

The marketing at this level is used as a tool for the sustainability of any company that
traverse the vast world of enthusiasts willing to invest in an element created for fun and of which
the best performance is achieved which is the primary goal of any investment, incorporating passion,
emotion and excitement of current marketing, strategically positioning tactically, using the 4 Ps of
marketing, on one or several sports platforms, effectively reaching the audience with a message
chosen segment.

When we talk about primary type participants and spectators, we are talking about factors
existing and never excluded from this visionary concept of Sports Marketing, which are detailed or
explained below:

Primary participants are those who play that sport.

b. Secondary participants are the executives, the referees, etc.
c. Secondary participants refer to journalists, advertisers, etc.
d. Primary spectators are those who witness the event live.
e. Secondary spectators are those who watch the event through the media
communication (television, radio, newspapers, magazines, etc.)
f. Tertiary spectators, who experience the sports productindirectly (by
example, verbally through comments from spectators and primary participants or
secondary.

First, we will analyze the sport itself, as a tool of this Marketing, first of all
because it exposes universal values, framed in the passion for doing something that can make one stop
world and to unite it at the same time in something that is fun but also represents the pride of a
a determined group, it is also used to achieve goals, these with a great multitude of strategies and purposes
that motivates each element, stirs feelings of belonging, because the use of a
emblem of a cry, a name makes them part and responsible for both success and failure
health and consumption sector, focusing on keeping a healthy body and of course on the elements in
sales to achieve that.

The sports marketer must sell passion, experience, aspiration, belonging, feeling,
identity, entertainment, and loyalty.

Sports marketing is an alternate environment and various tools such as sales develop.
BTL, ATL, Brand building, Public Relations, and Direct Marketing. Some countries live so
Well, with sports, sports marketing is one of the most followed careers in the professional field.
so much so that European countries have sports revenue that represents 25% of their income and in
Other activities related to sports tourism generate 10% of their income.
 The market for this type of marketing is so vast that in countries where sports is the only thing that...
breaks with the traditions of daily life, spending between 17 to 20% of their income on this type of
diversions. Now to divide the investment in this type of marketing, we will detail how the investment is made according to
sport
76% is invested in the sport of soccer
15% is divided among baseball, basketball, motorsports, tennis, boxing, athletics, and golf.
c. And the remaining 9% is divided among 76 sports disciplines.

As for the number of sports fans, a study by the Spanish newspaper Marca, in one of
its pages summarize it as follows:
a. Football 40%
b. Basketball 14%
c. Baseball 10%
d. Free Wrestling 6%
e. Volleyball 5%
f. Box 4%
g. American Football 2%
h. Swimming 2%

General Ways to Market Sports

Own Initiation: This is the one where the decision to carry out the sponsorship is planned by the one who owns it.
the property and has the right to execute and market it; the federations give their approval for the
execution of the event and also provide judges, stages, and the respective organization.

2. Under one's own response: The right to hold the event is purchased and marketed by buying the
rights before the federation or organization that concerns it.

3. Under external proposal: when someone outside the respective entities requests to take actions.
that help to market the event. When the event is held under an external proposal or
A personal proposal guarantees money for the one who executes it and provides a guarantee of profit.
whose margin belongs to him, in the same way, work is done based on a percentage charge of what is earned or
by commission.

We can say then that Sports Marketing is the one that focuses on meeting the needs of
who intervenes in sports, from those who practice it, those who promote it, those who multiply it, those who
criticism. This is where we will mention the different tools involved in this process, it is born
as a Peruvian speaker aptly puts it, in the eye of the spectator and the passion with which he can see that
your investment satisfies you, among the means involved in the profit of this type of marketing are the
social media, sports programs, sports and general information press. Something that it mentions
Moreover, in order to sell our proposal, we must study the marketing target of those who...
we consider our future clients, since if what we offer does not align with their goals, they will feel
used and deceived even before acquiring our offering.
It is managed, one is passionate, it is managed, it is a process and marketing as a socioeconomic science,
how to properly manage sports, there are international media that thrive on this and it is
because it works even more than the actual transportation of goods in some countries.

The main challenges of this type of marketing are, first of all, survival.
sustainability, consistency and above all, ROI (Retorno de inversión), ROE (Retorno sobre la
experience) and Use and application of Digital Marketing. Without any of these elements starting from the Return
The investment strategy is dead, because it makes no sense for so much effort.

Based on the above, we can anticipate evaluating what actions we should take for which a
guide scheme that serves to determine the project's viability and a logical order in its development:

a. Ensure that the legal permits are functional for the event.

b. Establish the marketing between companies, that is, sales mechanisms and image for the
event as well as the links for sales between the companies sponsoring the event.

c. Logistic management regarding the press office and stage

d. Prepare the commercial file to outline the rights and obligations regarding values.

CONTACTS SHEET

a. Sports authorities: federation judges and sports monitors

b. Athletes
c. Interdisciplinary personnel that assists in the achievement of the event.

MEDIA

Those who cover the event if they have the appropriate mechanisms for the realization of the event, thus
like the location for the good coverage of the event.

SPORT MARKETING MODELS

a. Self-management of sports administration: It is led by the senior management of the institutions.

sports define commercial policies, strongly related to companies with which
they establish sponsorship agreements.
b. Management of comprehensive private administration: It is the model of sports institutions which
they are listed on the stock exchange, answer to one or several main shareholders.
c. Management of federal administrations: From the sports associations, the
nationally selected as a brand.
d. Management of high-performance sports category administration: The administration of this
management is supported from the understanding of leagues or competitions as registered brands,
being stronger than the individual sum of the teams that compose them.
 e. Autonomous administration management: This model is mostly represented by those
sports institutions that have the legal status of non-profit civil associations.

Bernardo, Mullín (1985). Sports Marketing. Madrid: Paidotribo, Page 10