What makes up sports marketing to one person could be considered selling out to another. The business world keeps pushing to find a competitive advantage and the sports world has in general welcomed the money offered (Weikel, n
An example of taking the anti-ambush marketing campaign too far was the FIFA attempt in 2010 to "own" the World Cup by suing companies that used the number "2010" (Louw, 148). Secondly, competitors to existing authorized sponsors have a "right" and an "obligation to shareholders to take advantage of such events" (Hoek
Indeed, ambush marketing done ethically is not as draconian as some would suggest. An ambush marketer doesn't necessarily suggest "any connection with the event" but rather he is not deceptive or unethical through the process of giving his own brand "larger exposure" by attaching his product to the event (Louw, 2012, 149)
This shows how important technology was in the development of sports marketing, and this trend only increased as the twentieth century got under way. Radio was actually in existence in a limited way during the first Olympics, but results from these games would have been carried by telegraph wire and even by land and sea shipping to other countries; it was not until the 1920s when radio station WWJ in Detroit broadcast first the fight between Jack Dempsey and Billy Miske and subsequently the World Series in baseball that radio truly demonstrated its power in the sports marketing world (Covil 2010)
The second study matched an anonymous model that is identified as an athlete with a sport and non-sport brand. In this second test, the anonymous model that is positioned as an athlete is more effective promoting sports over non-sport brands (Koernig, Boyd, 25, 26)
High School Marketing Marketing in American business is essential to the ultimate success of any product or service (Archambeau, 2007)
As far back as the 1870's tobacco companies used baseball players to promote their product as they placed baseball cards in their packages in order to develop brand loyalty (Library of Congress, 2011). This relationship signaled the beginning of the business relationship between the tobacco industry and professional sports that continues to this day in spite of the health considerations (Beach, 2010)
Instead of the athlete having to spend hours of precious time organizing these things and making arrangement to get them into the hands of the appropriate person the school's marketing representative could do so leaving time for the athlete to concentrate on other matters. In these difficult economic times it might be difficult for many school districts to justify the expense of such an individual (Elliott, 2007)
The field of marketing is relatively new having emerged in the aftermath of the Second World War and the rapid economic growth that occurred at that time. Sports' marketing as a separate discipline has emerged in the last few decades but it is expanding rapidly (Fox, 1997)
Even in the major revenue producing teams such as football and basketball talented players are often overlooked while in the minor sports such as soccer or field hockey even the best players must seek out the schools instead of the schools approaching them. The fact that colleges and universities are not positioned financially to properly recruit athletes to their institutions presents an interesting problem for our nation's high schools (Pennington, 2008)
As the general public began to idolize their sports heroes and more and more sports began to appear on television the connection between sports and the marketing field continued to expand. In fact, in the mid-1970's an entire television network was created that was totally dedicated to the coverage of sports and the field of advertising and marketing were largely responsible for the success of the network (Rasmussen, 2010)
As the competition for the consumer dollar began to increase, colleges and high schools found themselves facing the reality that they must begin to start marketing their product. The marketing of college products was only a minor step down from the professional level (Reynolds, 2006)
The popularity of these athletes opened the field for all athletes to be used as marketing symbols as more and more companies, even those totally unrelated to any aspect of sports, began to jump on board. The growth in sports' marketing did not slow as the twentieth century ended and the twenty-first century began (Schwartz, 2007)
Both Jesse Owens and Jackie Robinson were used as symbols by different business interests during their periods in the limelight. Owens was provided shoes to use during the 1936 Olympics by the Adidas shoe company (Smit, 2009) and Jackie Robinson, being the first black to play in the major leagues, was featured in advertising by various companies during the late 1950's
Whether characterized as marketing directors, sports information managers, or simply as assistance athletic directors those responsible for marketing the athletic programs on college campuses became important figures. These new men on campus, so to speak, quickly became an integral part of every college's athletic department (Sutton, 2007)
Sports Marketing An interview with Tom Hoff, Senior Associate Athletic Director, External Relations with Ohio State University (Cobbs, 2007) is upbeat in tone and provides a glimpse into how one of the nations' leading Athletic Departments operates
Sports Marketing On November 24, 2009, the Vancouver Whitecaps announced the hiring of Tottenham Hotspur executive Paul Barber to run their new franchise in Major League Soccer (MLS) (Walker, 2009)
The soccer club has little chance over overtaking the Canucks, who are one of the wealthiest and most prestigious hockey clubs in the world, but it is not unreasonable that a major league Whitecaps can overtake the Lions to become the number two sports club in the Vancouver market. This is especially feasible in light of the fact that there is little overlap between fans of Canadian football and fans of soccer -- the Seattle Sounders indicate that only around 10% of the Sounders fan-based comes from the NFL's Seahawks base (Gilchrist, 2009)