Kentucky Derby ROI (Infographic)

Thanks to John Hollow’s sports marketing students at Helena High in Montana for sharing this information…it provides a great look at the value of sponsorship, particularly in the case of high profile events like the Kentucky Derby.

Over 150,000 people visit Churchill Downs every year for the event with another 15 million fans tuning in to watch on TV, making it one of the most valuable properties in all of sports for marketers looking for brand exposure.  

Billed as the “fastest two minutes in sports”, it is important for sponsors to find opportunities for impressions both pre and post-race to boost their return on investment.  One way companies can do this is to sponsor individual jockeys, rather than the event itself.  As you’ll see in the infographic, this can result in great value for sponsoring brands.

So how did marketers fare at this year’s Kentucky Derby?  Check out this nifty infographic with some great data from Apex Marketing Group (@ApexMGAnalytics on Twitter) to see!

The Social Sixteen (Infographic)

Last year, the North Carolina men’s basketball Twitter account had 303,000 followers when they advanced to the Sweet Sixteen.  This year?  Nearly 575,000, an impressive increase to say the least.  Even more impressive is the increase seen by their rival Duke who enjoyed an astonishing 503% increase from last year at this time. While the Blue Devils were stunned by South Carolina and eliminated before they could reach the Sweet Sixteen, a million new Twitter followers in the last year might serve as a nice consolation prize.

But where do the rest of the teams remaining in the NCAA Tournament stack up?  This infographic, created with the help of sports marketing students from Helena High School in Montana, provides a nice summary as we gear up for the Sweet Sixteen!

Super Bowl LI “Fun Facts” (Infographic)

Fandom is a curious thing.  In sports, we see it at varying levels.  Fandom has, on occasion, driven people to engage in some rather irrational behavior.  Why else would anyone tip over police cars or start fires in the street because their favorite team just won a championship?  Fandom can also foster positive behavior.  It can bring people together.  If only for a few hours, people can set aside their differences and embrace a sense of togetherness, cheering for one common, collective goal…this is one of the reasons we love sports.

When it comes to the Super Bowl, fandom represents itself on many different levels.  Some viewers won’t be sports fans at all, just watching to enjoy the company of friends and family and talk about commercials.  Others will dress head to toe in their favorite team gear, right down to their socks and underwear.  According to the latest infographic from WalletHub, 20% of football fans would even skip the wedding of a close friend or family member to see their favorite team live in the Big Game.  19% would skip the funeral of a loved one while 15% of those fans surveyed suggested they would skip the birth of their child.  #Fandom at its finest!  Enjoy the Super Bowl!

For those interested in discussing in class, here are a few ideas for conversation starters:

  • What is “fandom” and what factors might influence the varying levels of fandom?
  • Why is fandom important to sports and entertainment marketing professionals?
  • Why might the city of Houston want to host the Super Bowl?
  • Why do companies want to be associated with the Super Bowl?  How can they connect their brands to the Big Game?

Click here to view the complete “fun facts” infographic in higher resolution from WalletHub on SCC’s Pinterest page.

Sundance Film Festival by the Numbers (Infographic)

Each year, thousands of film fans flock to Park City, Utah for the Sundance Film Festival.  Last year, the Sundance Institute announced that the event generated $143.3 million in overall economic activity for the cities of Ogden, Sundance and Park City and a gross domestic product of $72.5 million in the State of Utah.  They also reported an estimated value of publicity generated by the event to be nearly $100 million in 2016, a new record for the annual event.  The following infographics present some interesting facts about the event that could help spark a fun conversation in your classrooms about everything from economic impact and publicity to sponsorship and industry trends.  Enjoy!

Click here to view the full version (and higher resolution) of the 2016 version of the Sundance infographic on SCC’s Pinterest page.

Click here to view the full version (and higher resolution) of the 2015 version of the Sundance infographic on SCC’s Pinterest page.

Click here for an interactive infographic illustrating the event’s history from sundance.org.

Click here for the economic report released by the Sundance Institute breaking down last year’s economic impact on the area from sundance.org.

Tech Impact on the Future of Sport

Like any other industry, technology continues to have a profound impact on sport.  Tech has improved everything from the viewing experience at home to the actual product on the field.  This infographic from visualistan.com examines the influence of tech on the future of sport.

After reviewing the infographic in class, ask your students some questions relating to the sport product and how tech will impact those products over time.  Some suggestions:

  • What is the sport product?  What are some examples?
  • What are some examples of different segments of the sports industry?
  • Can you think of a specific example of how technology has impacted you personally as a sports consumer?
  • How will technology continue to impact the sport product in the future?
  • Can you think of other examples of tech that have influenced the sports industry not identified in this infographic?
  • While there are obvious advantages to technology in sport, can you think of any disadvantages?

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Click here to download a high resolution version of the infographic from visualistan.com.

Competition for the Entertainment Dollar (Infographic)

Here are two infographics that do a great job illustrating the growing competition for discretionary dollars from US consumers in the sports/entertainment marketplace…In addition to providing a great platform for opening up a discussion about the competition for the entertainment dollar in class, these graphics also offer a great way to introduce the concept of a global marketplace.

Click the images below to be redirected to the original source to see the complete infographic.  Enjoy!

NBA Ticket Prices (Infographic)

Of all the functions of marketing, one could arge the establishment of an effective price point could be the most critical.

Teams across sports consistently tinker with pricing strategies in an effort to find the right formula for maximizing franchise revenues.  Sometimes those strategies work, sometimes they backfire.

Two seasons ago, the New Orleans Pelicans dropped ticket prices by 10%.  The decision resulted in a 19% overall increase in ticket sales that season.  And this season, as the Brooklyn Nets face the prospect of a challenging season on the court, Bloomberg has reported the franchise will reduce ticket prices by an average of 24% in 2016-17.

Earlier this year, BusBud published an interesting infographic that examines NBA ticket prices and offers some interesting comparisons.  Which teams offer the greatest ROI?  When is the best time to buy?  These questions and more are discussed in the graphic below.

 

How College Sports Fans Engage (Infographic)

What is Fan Engagement?

As the business of sports and entertainment evolves, marketing professionals are continuously searching for ways to cater to the changing dynamics of fandom.  Today’s fan craves not only more access but immediate access.  For sports marketers, this is a good thing, but it does not come without its challenges.

In a landscape that now features more sports and entertainment options than ever, building a relationship with fans becomes critical for sports or entertainment properties.  This is where fan engagement comes in.  Whether through specific promotions, social media or game day experiences at the venue, engagement efforts help sports and entertainment properties build and maintain interest in their product.

Like any successful business, properties like the NCAA and its affiliated athletics programs must have a feel for consumer behavior.  Understanding how fans are engaging will ultimately help them create successful strategies for reaching and interacting with consumers.

Engaging College Sports Fans (Infographic)

GoHopscotch.com recently published some interesting statistics that shed some light on how college sports fans engage.  According to the study, fans are twice as likely to watch games on TV than attend in person and Facebook is still their social media platform of choice.  HopScotch created an interesting infographic that shares some of this data and is also offering a free e-book for download that compiles the survey results.  Click here for a link to the HopScotch website.