advanced theory and practice in sport marketing - Marshalls University

FROM THEORY TO PRACTICE
Karin Ochs, Vice President/Group Head
Edelman Worldwide; Chicago, Illinois
Opening Back Doors into the World of Sports Marketing
Sport marketing can be considered an umbrella term used loosely to describe
behind-the-scenes elements of a sport, athlete, or game of some sort. From
lawn mower racing to competitive eating, most events and the planning,
publicity, and sponsorship efforts behind them can be classified as sport
marketing.
So, if you are interested in pursuing a career in sport marketing, it is okay to
dream big and go for that glamorous NFL job. Just do not forget to think out
of the box and look for opportunities that may not be in your face, but can
bring you invaluable experience to take to the big leagues, especially in the
world of public relations.
As someone with more than 13-year experience in public relations, working
on everything from food, hotels, and non-profit organizations to home repair
and e-commerce, I am amazed at how almost every account I have worked on
has had an element of sport marketing at some point. Why? Because sport is like
music – a universal language that can bring out the passion in consumers and
ultimately help with any purchasing decisions if it connects a product with the
right audience.
Take, for instance, the launch of Post Oreo O’s cereal (do we need permission
to mention brands? If so, then I would say “the national launch of a new cereal
for kids”). We knew that linking local professional NBA players with events in
select target markets would add a cool factor for kids and make them interested
in trying the new cereal and telling their friends.
There is also the idea of creating a sport to market your product. Lawn
mower racing was created to market a fuel stabilizer and the public relations firm
behind it became the national headquarters for the US Lawn Mower Racing
Association, now the governing body of die-hard lawn mower racers everywhere.
The sport gets bigger and bigger every year.
Working with non-profit organizations, especially those raising money to cure
diseases, is a surefire way to gain experience working with professional athletes
and teams. They are always looking for meaningful ways to get involved
in their community and try to make a difference. Many athletes have personal
connections to these causes, which can help in negotiating time commitment
and help you gain experience with accommodating athletes.
Another thing to keep in mind is that while you may not be the person negotiating
sponsorship deals, running an event, or representing an athlete, there
are many details of those deals that need to be executed once an agreement is
reached which can lead to opportunity. One of my clients is a national food
commodity and a sponsor of the NFL. Because there are commitments
each party has to keep with each other, public relations is usually the “go-to”
218 ADVANCED THEORY AND PRACTICE IN SPORT MARKETING