advanced theory and practice in sport marketing - Marshalls University

The sport sales organization is made up of three components. Organizational
design in sport sales focuses on how the buying and selling process is implemented.
The sport buying process is the steps involved in making a decision to make a
purchase – including identifying the need, searching for products or services
that satisfied that need, evaluating options, making a decision, purchasing the
product or service, and eventually reevaluating the decision to determine whether
to make the same purchase again or to change. The sport sales process focuses
on taking the sport products and services available for sale, and developing the
best methods for luring the sport consumer to make a purchase by prospecting for
customers, communicating with the sport consumer, making contact and pitching
the idea of a sale, closing the sale, and servicing after the sale is complete.
These functional processes focus on the other two components of the sport sales
organization – sales managers and salespersons. A sales manager is responsible
for many of the financial, economic, and managerial functions within the sales
organization. Salespersons are the face of a sport organization, and must demonstrate
excellent skills in communications, logic and critical thinking, organization,
time management, and knowledge of sport products and services.
In sport, there are certain inventories, including advertising, naming rights,
sponsorships, travel, and ticket sales that are unique because they do not adhere
to the typical supply and demand model. There are only so many tickets to be
sold, advertisement slots to be filled, naming rights to be applied, and sponsorship
opportunities to be secured. Advertising inventories have evolved to include television,
radio, and the Internet, but still have involvement with traditional print
advertising through game programs, media guides, and on game tickets. Naming
rights are often limited to that of the game facility, practice facility, or in some
cases the team itself. Sponsorships require a lot of research, creativity, and time,
as well as a significant financial commitment from the potential sponsor.
Ticket sales are the major revenue stream for a sport organization, and offer a
diverse inventory available for sale. This includes season ticket equivalents (season
tickets plus partial season ticket plans), advanced ticket sales, group sales, walkups,
and specialty seating. The four main strategies utilized in ticket sales management
include database management, benefit selling, upselling, and aftermarketing.
While there are many factors that are beyond the sport salesperson control, the
number of tickets sold is directly related to the number of contacts made, networks
created, and relationships built through referrals and renewals.
FROM THEORY TO PRACTICE
Mark Rodrigues – Ticket Sales Representative
Orlando Magic (NBA) Basketball Club
Orlando, Florida
My role and experience in the sport industry has come a long way. I started
my career in the sport industry as a sophomore in college in 2003 with the
Nashua Pride (minor league baseball organization). My responsibilities with
Continued
SALES MANAGEMENT IN SPORT 173