advanced theory and practice in sport marketing - Marshalls University

As we enter the 21st century, the advanced use of technology to market and
enhance the sport event experience has arrived. An example of this would be
the SkyBOX system. This system integrates emerging Wi-Fi and on-demand
technologies with the Internet. Fans attending a sports event can tap into a
wireless network from anywhere in the stadium using a handheld device that
among other things, will let them: view on-demand instant replays from various
cameras; access real-time analytical and graphic player, team, and game
statistics; order food and merchandise; learn from interactive rulebooks and
playbooks; play interactive games with and against other SkyBOX users; send
email and graphic e-postcards; bid on in-stadium auction items; check traffic
for the drive home; and make reservations at nearby restaurants.
In a competitive industry where fans have a vast number of entertainment
choices, sport properties are discovering the need to create special marketing
programs that reach beyond the playing field. If special efforts are made to
bring the sport and its stars directly to fans, sport properties have greater
opportunities to develop the relationships and positive associations required
for long-term growth. This growth shows the need for sport marketing professions
to move beyond sport consumer relationships (SCRM) to capture the
sport consumer. They want more for their money, and are looking for multiple
experiences. Embracing the concept of sport consumer experiences will allow
the sport marketing professional the means to meet the needs and wants of the
21st century sport consumer.
“Alternative” Sports: Lifestyle Marketing and the
Resulting Cultural Impact
Alternative sports are more than just competitions, challenges, and races – it
is a lifestyle that millions of participants have embraced. Alternative sport participants
do more than just participate in the sport, they live it. These sports are
an extension of their lives, rather than just a way to achieve physical activity.
Especially with the youth subcultures, there are signs and styles that are easily
interpretable. Subcultural style indicates to which group the individual belongs
to, and distinguishes that group from the mainstream. This concept is the foundation
for much of the work in sport consumer research and subcultures.
“Culture” and “lifestyle” are ways to describe the alternative sport scene. It
is not only the activity or sport that an individual participates in, it is the entire
culture. As an example, if you were a skateboarder, being a part of that culture
means that you not only skate, but it also means you look like a skater, dress
like a skater, and participate in the culture of a skater. This concept has been
documented in the movie Dogtown and the Z-Boys.
Previous consumer research about sport subcultures focused on shared ethos,
boundary maintenance, and hierarchical structure based on members’ demonstrated
commitment. Shared ethos or the shared cultural meanings of the group
help to define the subculture. Shared ethos for participants of alternative sports
would be individualism, rebellion, and anti-establishment. Boundary maintenance
is the way members consume market goods to demonstrate acceptable
374 ADVANCED THEORY AND PRACTICE IN SPORT MARKETING