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	Sports Marketing

Sports administration services for Properties

Sports Marketing

		Services for properties
		Properties can be teams, leagues or events. These count with a Property that acts as an active participant in the sport and require a correlation with the actors of the sportive world, in other words, the sponsors, players and supporters.

Sports Marketing

Brand’s creation

The virtuous circle must start by establishing in the aficionados minds. The Properties must initiate the path to become recognized brands, this way, their added value will increase and they will be able to attain better sponsorships.

This will be accomplished by generating the Property’s unique personality, establishing strongly in a specific but non-limited market. When a Property is seen as a brand, a strong loyalty bond is created; this bond releases the Properties from their sports results.

The brands creation can initiate as a simple image change, with a slogan, a new logo adapted to the time or an advertising campaign that goes along with the property’s possibilities.

When the creation and establishment of a brand is accomplished, it is possible to make better deals with sponsor companies since both brands are recognized and the necessary bond is generated so the fans can recognize the relation between the brands.

Celebrity creation

The Properties that include players, that is to say the teams, can choose to support their brands creation through a bond between their supporters and their players.

In order to do that, the brand can turn to the image of a “franchise player”. He is a player that turns into a celebrity supported by the club, and of course, by his sports performance. However, the club can do many things to consolidate a player and win more through the bond between this player and the club, than through a simple transaction for the player to leave its team and start being a member of another team.

The “franchise player” helps greatly to create an emotional bond between the aficionados and the Property, and this way the Property can use other sports marketing tools to obtain a benefit from its fans.

(Derek Jeter – New York Yankees, Brett Favre – Green Bay Packers, Raúl Gonzalez- Real Madrid).

Loyalty Programs

Once the property has generated a brand and positioned it firmly in the minds of consumers, in this case the aficionados, it can choose to put other sports marketing methods that will benefit the club into action.

Examples of this are the loyalty programs, in which the teams, through an agreement with the media (radio, press, TV) can offer their supporters certain items or prizes. These programs work due to the fact that the media increases its audience or sales and the Property gets advertised.

These programs can even include a certain financial share that goes to the club or Property. That is to say, those items can generate an income; however, the main benefit is advertisement.

Enterprise Stadium

Another extremely attractive point in sports marketing is the so called Enterprise Stadium. In the United States this marketing weapon has been used for over 10 years and it is only now that European professional soccer teams have started to use this method to obtain resources and new infrastructure.

This works by giving the main sponsorship to a company supported by the club’s infrastructure. For example, the stadium where they play, or the facilities where the players are trained acquire the name of sponsor company. This is a powerful weapon because it doesn’t involve any expenses for the Property and can be a highly effective marketing method for the sponsor company.

There are some cases in which the sponsor only invests in the construction of the facility. This can have hotels, restaurants, stores, convention centers, etc.

(Arsenal Football Club in England gave its stadium name to Emirates Airlines for 178.7 million dollars. Texans gave Relliant the name of its whole sports complex for 300 million dollars.

In-stadium sponsorships

During a game at a team’s stadium, thousands of visual impacts that can be turned into marketing weapons are generated. These weapons aren’t only seen by the supporters but also by the media (TV and press) that gives this a greater value. The trays, bags, boxes, vests, jackets and other items sold inside the stadium can be promoted amongst the sponsors.

In a certain moment, supporters can turn into a massive advertising weapon that becomes appealing for sponsors (t-shirts or free caps).

Special offers

Through its sponsor’s products, the Property can generate special offers in order to increase ticket sales. Thus the promotions can be numerous, and fulfilled in a joined collaboration with the sponsor’s marketing department can result in great benefits for both companies (Boleto por six).

Season passes

To invent a better season ticketing system (so tickets can be sold to enterprises) and to manage this at a corporate level can be a great sports marketing weapon. The season passes must have many advantages and incentives so that the enterprises will acquire them.

It is easier to take the supporters to the stadium stands if they have a ticket prior to the event, than to expect them to buy it themselves. This does not mean tickets should be free, it rather means that it is possible to generate some kind of exchange or sales agreement with the enterprises.

Social events

The production of social events that are directly bonded to the Property is a good way to generate a new vision of the Property in society (potential aficionados). The way in which society perceives the team is very important to generate the bond that is essential to obtain supporters. In other words, for an individual to become a team’s fan it is necessary for him to identify with the team, and the generation of different events and social proposals can create these good impression and interest.

School Promotions

Generating a new supporter base is a long-term plan but it can draw a considerable income in the club’s future. A way to create self-financing programs that are in constant touch with the young has to be explored. Visiting high schools, junior highs and especially elementary schools, so the kids can get to know the club (the brand) and generate the bond needed for the aficionado’s formation, is indispensable in this field.

To create a strong regional sense in the young minds helps greatly to the establishment’s support.

State promotion

Together with other state Properties, and with the state or municipal government, a tourism promotion plan that includes the visit to the city and the attendance to games and sporting events can be created. Supporters or opponents visiting from other cities can be motivated through tourist promotional packages in association with hotels, restaurants, clubs, cultural activities, etc.

Cineminute or Short film

Inviting some amateur director to produce a short film or cineminute that can be used as a promotional video to advertise the team can be a great tool. This can be more expensive but has not been exploited by sporting Properties and can generate an excellent short-term impact for the Property.

Team work

The previous sports marketing proposals are only a few of those that can be implemented in your Property.

However, OSM’s purpose is to work together with its customers to get to know the goals and vision of each Property.

This way, the specific tools that will help to obtain these goals can be created and implemented.

OSM wants to work for your Property but mainly, it wants to work with your Property, to find, not only the path to success, but success itself.

We hope to have your approval to initiate the personalized ideas generation stage and to start this way a business relationship that lasts for many years.

CALENDAR

Morelos No. 2179. Col. Arcos Vallarta
CP. 44130
Guadalajara Jalisco, MéxicoO
Tel. & Fax +52 (33) 1202.0877
info@osports.com.mx