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sports marketing

Questions and Answers of Sports Marketing

11. Identify some general rules that can be applied to the decision to keep or change brand identity when relocating a sports property to a new market.
12. What three strategies are associated with brand leveraging and tied to building brand equity?
13. What assets comprise brand equity?
14. Why is creating a brand position important?
15. A well-defined brand position contains what three elements?
16. What strategies can be used by sports properties in brand positioning?
17. Brand extensions fall into what two categories?
18. Beyond the potential for growth, brand extensions serve what other purposes?
19. Identify the primary benefits of licensing for the licensor.
20. Identify the primary benefits of licensing for the licensee.
1. Identify five sports teams in any sport that you think have developed strong brand identities. For each team, explain why you think the team has been successful in developing such a strong brand
2. What is your image of NASCAR? Interview five people of various ages and ethnicities. What was each person’s image of NASCAR?
3. For each of the following team brand names, discuss the three characteristics of recognizability, fit, and contrast.a. Durham Bulls (Minor League Baseball)b. Toledo Mud Hens (Minor League
4. Pick two professional sports teams, two minor league teams, and two college teams. Go to each team or university website and copy their logo into a word processing document.For each logo, discuss
5. Identify two teams (professional or college) that you believe have a nice logo, nice use of colors, and a great mascot. Explain why it all fits well together. Identify two teams for which you
6. Suppose a summer volleyball league was formed in your region. The largest city nearest to you will field a team. Propose a team name that you believe fits well with the city and the sport. What
7. Identify a sports team that has recently moved to a new market. Discuss the team’s strategy in terms of changing its name, logo, and colors, or not changing anything. Do you think the team made
8. What do you think about using Native American names for teams, such as the Braves and Indians? Should professional sports teams be allowed to use these names? Why or why not? Do you agree or
9. How successful have your college athletics teams been in building brand equity? Are they well known in your region? What about across the national market? Discuss the level of brand equity that
10. The WNBA continues on a quest to build identity, recognition, and fan support. Review the section in this chapter titled “Staking a Brand Position.” Do you believe the WNBA has done a good
11. What professional team has done a great job of licensing? Explain why. What professional team has done a poor job with licensing? Explain why.
12. Evaluate your college in terms of licensing agreements. What other products could your university license, or in what other ways could it develop license agreements to generate additional revenue?
1. Evaluate the 247Sports brand. Discuss 247Sports in terms of brand roles, such as identity, image, promise, and relationship.
2. Discuss 247Sports’s level of brand equity in terms of brand awareness, brand associations, and brand loyalty.
3. How has the 247Sports brand been positioned? How should it be positioned? Which of the four strategies suggested in Figure 5.9 is being used currently? Is it the best strategy? Why or why not?
4. What brand extensions should 247Sports pursue? Why?
5. What do you see as the future of 247Sports?
1. Explain the dimensions of corporate social responsibility (CSR)
2. Describe the benefits to an organization of being socially responsible
3. Discuss CSR issues that are priorities in the sports industry
4. Explain considerations for implementing CSR strategies
5. State questions to ask when aligning a CSR initiative with a brand
1. What is corporate social responsibility?
2. What is the Pyramid of Corporate Social Responsibility?
3. Explain the four levels of the Pyramid of Corporate Social Responsibility.
4. What are the benefits to an organization of demonstrating a commitment to social responsibility?
5. What are potential negative consequences when an organization is perceived as not being concerned with meeting social responsibilities?
6. Identify three CSR issues that have become priorities among many organizations in the sports industry.
7. What should be the relationship between an organization’s mission and its CSR strategy?
8. Explain how diversity, equity, and inclusion should influence CSR strategy.
9. What is cause-related marketing?
10. How can a cause-related marketing campaign be used to implement a CSR strategy?
11. What is a stakeholder?
12. How can an organization engage stakeholders to be involved in its CSR strategy?
13. What is meant by brand alignment when developing a CSR strategy?
14. Identify three questions to consider to achieve brand alignment with social issues.
1. Do you think it is important for sports brands to commit to corporate social responsibility(CSR)? Pick a professional sports brand (product, league, or team) with which you are familiar and
2. Defend or reject the following statement related to the Pyramid of Corporate Social Responsibility: It is important for an organization in the sports industry to meet higherlevel responsibilities
3. Monumental Sports & Entertainment, whose brands include the Washington Capitals(NHL), Washington Wizards (NBA), and Washington Mystics (WNBA), wants to become“the most valuable, most impactful,
4. Identify a situation in which a sports brand (company, league, or team) failed to meet its social responsibilities either by making poor strategy decisions or failing to take action to address an
5. Social justice has taken on greater interest among adults in the United States and many Western countries. Sports brands’ involvement with social justice issues has generated mixed responses.
6. Select a college or professional sports team in your area. Propose an education initiative for the team to implement in the local market. Explain why you are proposing this idea and state what you
7. Visit the website of one of the following professional sports leagues. Search the website for information on the league’s sustainability efforts. Summarize the league’s sustainability
8. Visit the website of one of the following brands. Find information on the website about the organization’s mission and values. Review information on the website about the brand’s CSR
9. Diversity, equity, and inclusion (DEI) have become a priority for companies and organizations across a wide range of industries. The sports industry’s embrace of DEI could be particularly vital
10. A typical practice in cause-related marketing is to create a promotion in which a percentage of sales generated goes to a charity or nonprofit organization. Select a professional sports team in
11. Select one of the following tennis equipment brands. Go to the brand’s website and review its current CSR priorities. Propose an idea for a new CSR initiative in one of the organization’s
1. Evaluate LaLiga’s performance at each level of the Pyramid of Corporate Social Responsibility. Which of the four levels of responsibilities do you believe LaLiga is most effectively meeting?
2. Soccer fans might criticize LaLiga for promoting a social justice issue like racial equality with statements such as,“Stick to playing soccer. We don’t care what you think about equality.”
3. LaLiga has made sustainability a major element of its CSR strategy. What are the potential benefits to LaLiga and its clubs of encouraging sustainable business practices? In your view, do those
4. Is it possible that LaLiga could put too much emphasis on social responsibility? Should LaLiga explore adding CSR initiatives, or does it run the risk of focusing on social responsibility at the
1. Identify the different categories of sports products
2. Describe the characteristics and implications of the three product levels
3. Discuss four factors that influence the adoption of innovations
4. Analyze three strategies for connecting target market characteristics with products
1. When it comes to business growth, what two options do firms have?
2. What other terms in sports are used interchangeably for the word “product”?
3. Describe the difference between a tangible product and an intangible service.
4. How has the availability of digital experiences changed sports consumption?
5. Perhaps the most marketable product a sports property can leverage is the personalities associated with the organization. Explain how this can be done.
6. Identify and define the three levels of a product.
7. What are the three steps in translating product levels into managerial decisions?
8. Define the word “innovation” as it relates to sports products. Why is innovation important to the success of a sports organization?
9. Describe the four influences that affect the adoption of innovations.
10. What are the three characteristics a relative advantage of an innovation needs to possess to be adopted?
11. What three approaches can be used to connect target market characteristics with new products?
1. Figure 7.1 identifies five terms that are used interchangeably with the word “product.”Select a professional sports team brand and go through the five terms, describing how each applies to the
2. Pick a major professional sport (football, baseball, basketball, soccer, hockey, golf, or auto racing) and discuss the importance of offering a digital experience to fans. Describe the various
3. What sports-related apps have you used or purchased? What is your evaluation of the apps? If you have not used or purchased any apps, then locate at least two sports-related apps you would
4. Identify three sports personalities who you believe have a positive impact on their team or sport. Discuss what type of benefit each generates. Identify three sports personalities who you believe
5. Review the three levels of a product that are described in this chapter and shown in Figure 7.4. Apply this concept to some type of entertainment that is not sports-related, such as music
6. Review the three levels of a product that are described in the chapter and shown in Figure 7.4. Apply the levels of product concept by discussing each level in terms of the most popular sport at
7. Review the four influences on the rate of adoption of new innovation. Pick a recent sports innovation not discussed in the chapter and go through each of the influences and what the brand did to
8. One reason horse racing has a difficult time attracting new fans is the complexity of the sport, especially in terms of statistics. Do online research to examine some statistics from horse racing.
9. Pick a pro sports team located near you or one of which you are a fan. Which of the brand leveraging strategies discussed in the chapter could the team use to grow revenue? Give an example of a
1. Describe core, actual, and augmented product features of Blue Wire Podcasts’s main product offering, sports podcast production and marketing.
2. How could Blue Wire Podcasts use the augmented product to differentiate its product from established media brands such as Spotify and Barstool Sports?
3. Which of the three product offerings of Blue Wire Podcasts (podcasts, B2B partnership studio, and original serial podcasts) do you believe has the greatest potential for the company? Give support
4. Which of the four influences on marketing an innovation should Blue Wire Podcasts focus on to ensure its product offerings are accepted and adopted in the marketplace? Explain why you believe that
5. Evaluate Blue Wire Podcasts in terms of product-driven growth strategies for business growth. Recommend one strategy that should be Blue Wire’s focus to drive business growth. Why is this
=+1. Why is Oprah Winfrey such a successful celebrity talk show host?
=+2. Why is it important for celebrities to become actively involved in worthwhile community service projects?
=+Choose a sports or entertainment figure who has a fan club on the Internet. What features does the club offer to its members? Do you think it is worth joining? Why or why not? Discuss your
=+Pay close attention to advertisements for a day. Keep in mind that advertising includes billboards, posters, radio spots, logos, and labels, as well as television commercials.
=+How surrounded are you by advertising?
=+How are some advertisements misleading?
=+List three different forms of sports or entertainment and a current industry trend for each one.
=+1. The guidelines and goals set for different entertainment venues are calleda. industry normsb. industry standardsc. industry trendsd. tiers
=+2. Trends in the concert industry includea. more mega superstars coming on the scene commanding concert ticket prices of between $300 and $400b. increasing fragmentation with more artists and
=+d. increasing importance placed on the concert experience by today’s youth

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