sports marketing


  • nfl 
    • 231 countries broadcasted to 
  • MLB

  • NBA

  • NASCAR
  • revenues and values 
    • MLB( 10.3Billion 
    • NFL (45 billion) 
    • NBA ( 8 billion 
    • Nascar ( 158 million 
  • revenue segments 
    • sponsorships- fastest growing and most potential 
    • gate revenue- most constraint for growth, dependent on facility size 
    • media rights - mobile and internet spend is rapidly growing 
    • merchandising- selling licensed products with a team/ league logo or other intellectual property 
  • methodology 
  • based on the multiples of revenue of historical transactions 
  • offers to buy and invest in teams currently on the table 
  • value of teams based on each team's current stadium 
  • revenue from non-league events, like concerts and stadium tours, is included when such revenue is pocketed by the team owner or an entity the owner controls 
  • the c's 
    • the content is the activity or event 
    • conduit - the medium through which the event is presented 
    • consumption - just as complex as any other entertainment industry i.e. gender socio-economic, type of sports 
    • convergence - all platforms including sports that have been featured in movies, television biographies, etc. 
  • major league sports 
    • leagues ( operated by commissioners and their staff) 
    • franchises ( teams) 
    • players ( athletes)
    • championship games ( attract a global audience)  
  • business of brands 
    • licensing - when two entities collaborate and use one another to elevate the respective brand 
    • endorsement - essentially the same but less marriage of brands 
    • sponsorships - company exposure through team/league/event 
    • naming rights- corps assigning names to venues ( staples center) 
  • marketing challenges 
    • strikes ( strikes for pay) 
    • steroids
    • behavioral issues ( domestic violence) 

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