Sport is the real common denominator among people all over the world, beyond socio-economic and cultural differences. It is a strong power: Everyone is interested in sports. The sports consumptions have enough socio-economic specificities to justify that the offer develops a marketing adapted to the sporting cultures. It is a market that continues to grow and it is normal that we wanted to see all these specificities.

1. “Sport, like music, is something universal, something that is understood all
around the world, regardless of social, ethnic or religious differences. Not
only sport is universal, but also its values.“
Dr. Jacques Rogge, IOC Past President

2. Done by: SBAI Imane & BENADIBA Maryam
Supervised by: Professor DRISSI El Fadel
International Sport
Marketing

3. Agenda
Definition & Importance
of Sports Marketing
Managing sports brands and
their internationalization
01
02 Distribution channel in
International Sports
Marketing
Communicating with
Sports Market
05
02
03
04

4. Definition &
Importance of Sports
Marketing

5. “The specific application of marketing principles and processes to sports
products and to the marketing of non-sports products through association
with sport”

6. Marketing of Sports
When the promotion
is about sports
Marketing through sports When the
promotion is not about the sports :
athletes, teams or leagues are used to
promote different products.

7. What are some things you have seen fans do at a game that customers at a grocery
store never do for a favorite brand?
Customer
One that buys goods
Fan
An ardent devotee

8. “We’ve recognized for several years that
sport is part of entertainment. The market
now is really sports, fashion and music. We
can’t expect to ignore reality and survive.”
Reebok president - Robert Meers

9. Selling a life style
Differenciating by sport
Acquiring new customers
 Promoting sports activities

10. Managing sports
brands and their
internationalization

11. Teams (FC Barecelone, PSG, Stade Français, etc.), players (Roger
Federer, Maria Sharapova, David Beckham, etc.) and sports
organizations (CIO, NBA, UEFA, etc.) are brands.
Brand and brand management allow the actors to create value, as
much on the marketing as the financial front to ensure their
continued existence.

12. Professional sports brands must distinguish themselves.
What do they offer that is special enough to bring a
consumer to choose a sports game over going to a
restaurant.
This is also a matter of survival, as mentioned by the
former Vice President of Marketing for the Montreal
Canadiens (National Hockey League)

13. In contrast to the various sports products, marketers of
non-sports products have used sports platforms or themes
as part of their marketing strategy as well.
Many organizations use sports personalities to reinforce a
particular competitive position.
The message identified in the positioning statement needs
to be reinforced through all of the marketing mix decisions.

14. In order to discuss the globalization of sports, we shall answer the following questions:
Why? An economic necessity, New business Opportunities, The transformation of
sports.
What? Connect emotionally with fans worldwide. We should mention that sports
apparel is increasingly becoming everyday wear.
Who? Events, leagues, teams, players, equipments.
How? By making use of physical and virtual means (Stores, tours,…)
Where? Sports brands need to develop and nurture their brand name worldwide to
acquire new fans.

15. In order to discuss the globalization of sports, we shall answer the following questions:
Why? An economic necessity, New business Opportunities, The transformation of
sports.
What? Connect emotionally with fans worldwide. We should mention that sports
apparel is increasingly becoming everyday wear.
Who? Events, leagues, teams, players, equipments.
How? By making use of physical and virtual means (Stores, tours,…)
Where? Sports brands need to develop and nurture their brand name worldwide to
acquire new fans.

16. Time
BrandEquity
Local
Regional
National
International Continental
International Global
Conceptual Stage
From a national
to an
international
brand

17. Distribution channel
in International
Sports Marketing

18. The nature of sport product is such that « Sports Shops»
have been a dominant force in distribution channels.
Making products available to consumers is achieved by
placing the products near to the market in purpose-built
facilities (i.e Physical Shops)
There are various types of Shops: Specialized, general sports
retailers, general retailers.

19. Direct selling provide the company with more
control over the product retailing process
Direct mailing order is also another distribution
method in Sports Mix Marketing
Customized products is a strong options for
sports manufacturers as it position them higher
and provide them with a strong brand value.

20.  Sports items are often associated with particular
Sporting Events.
Some selling operations might be operated
unofficially or illegally (e.g. street selling for
tickets, ticket touts…)
For big sport events, the scale of selling is
considered and the distribution channels are
respecting a strict strategy.

21. Communicating with
Sports Market

22. marketing based on interaction within networks of relationships.
Building and managing the relationship with fans is the heart of successful sport
communication
If Rooney wears it
And i’m rooney’s fan
Then I’ll buy it
Devotion and loyalty
are earned

23. “nonpersonal, paid announcement by and identified sponsor”
Used to reach large audiences, create brand awareness, help differentiate a
brand from another, and build an image of the brand with attention grabbing
and persuasive messages.
The allianz arena
In Germany
P&G Thank you mom
Youtube campaign

24.  Managing information and bringing it to the
attention of the public .
The task of generating publicity does not have to be
loud and excessive to be effective.

25. Whereas advertising is very public, indiscriminate and impersonal,
personal contact can be tailored to the target customers interests and
needs.

26. Everything that is done to ensure that the place of purchase or
consumption of the sport product is designed to create specific
behavioral or emotional effects in the consumer.
The experience of
attending a sporting event
Agueroooooooooo
The point of sales
Using posters

27.  Sponsorship is a business agreement between two
parties based on reciprocity.
Organizations such as Visa International and McDonald’s
are inundated with sponsorship proposals.
There is a need to evaluate these proposals and invest
only in those that represent the proper fit for the
prospective sponsor.
Sponsorship is a real gateway services – opening new
markets.

29. Licensing has emerged as the fastest growing component of
the contemporary sport promotion mix.
Just as with corporate brands or logos, a symbol for a team or
event increase consumers awareness and create an identity in
the marketplace.
 Sport is a unique opportunity for companies to break the
noise around their communication.

30. Endorsements and sponsorships will increasingly be handled online by
online marketplaces.
Social marketing will enable influential people in sports to sell products
directly to their fans.
We'll soon be able to accurately measure Athlete engagement and
impact.

31. Evaluation Sheet
 Highlighted the scope of international sports marketing as a
distinct field of marketing, with its unique variables and
functions.
Organizations are required to not only look abroad, but also
to consider ways to successfully penetrate international
markets.
Product, place and communication are integral parts of this
field and can be separately quantified.
Sports offer promising opportunities for communication
tools, especially on the international level.

32. Bibliography
Webography
Global Sport Marketing : Contemporary issues and Practices, Michel Desbordes and
André Richelieu, Routledge Edition, 2013.
International sport marketing: practical and future research implications, Vanessa
Ratten, Deakin Graduate School of Business, Deakin University, Melbourne, Australia
A sample of sport brand value and revenues among the Top 50 Forbes ranking in 2010,
Forbes 2010
5 Ways The Sports Marketing Industry Is About To Change Forever, Forbes 2014
Web 2.0, social networks and the future of market research, International Journal of
Market Research, Cooke, M., Buckley, N. (2008), Vol. 50 No.2, pp.267‐92.
10 great sports digital marketing campaigns, econsultancy.com
Le digital a transformé le marketing sportif, Michel Desbordes.
Goldman, M., Johns, K. (2009), "Sportainment: changing the pace of limited‐overs
cricket in South Africa", Management Decision, Vol. 47 No.1, pp.124‐36.
Web sites of : FC Barcelone, AC Milan, KNVB, PSG, FIFA World Cup, Roland Garros, World
Golf Championship, Reebok, Nike, Adidas.
National Sporting Goods Association Web site: www.nsga.org