What is one way that many sport properties are growing their market by extending their distribution?

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One of the biggest challenges to sport organizations is the availability of tickets in the secondary market and the ease of purchasing them in that way, often at prices below the current asking price of the team producing the event. Arguably, today’s secondary market, which includes major players, such as SeatGeek, StubHub, Ticketmaster, and VividSeats, has become the primary ticket market for consumers and properties. In many cases, the sport property itself has now effectively become the primary and secondary market seller. By partnering with traditional secondary market vendors and brokers and by seamlessly offering the best tickets available on the property’s own website (regardless of whether the inventory has never been sold, or it is “returned” inventory from the secondary market), the fan buys the best seat available directly from the property with full authentication and assurance that the ticket can be transferred electronically for others to use.

Why is this the case? To state the matter simply, for a price-based, the secondary ticket market offers a variety of prices, all of which, except for the marquee opponent games, are usually less than the team offers because the team has a higher cost of doing business. The team or organization must pay the talent, produce the game, and maintain the stadium and the costs related to the fan experience. The secondary market has none of those costs because resellers purchase inventory from consumers (and, in some cases, knowingly or unknowingly directly from the team itself) who have previously purchased from the team and are not planning to attend the games.

The secondary market has always existed. In the past, it was referenced under the collective term scalper. The original role of scalpers was to buy low and sell high for high-demand games and special events. Now their role is to buy and sell at a profit, regardless of whether the game is sold out or is a high-demand game. What has changed is that the primary market, and the sport leagues in general, have legitimized the idea of buying tickets from a source other than the team itself by signing sponsorship agreements with these secondary market sources, particularly StubHub (whose parent company is eBay Inc.). In effect, sport organizations have granted them the only thing they lacked—recognition as a credible, trustworthy source for purchasing tickets. We might argue that the sponsorship deals offered the leagues and their teams a way to benefit financially from at least one aftermarket source because the fans were already routinely buying and selling their tickets offline and online anyway.

But the issue is much more complicated than just the fact that the secondary market sells tickets. Many season-ticket holders purchase their tickets from the team knowing that they will not be attending all the games in their plan. Thus, the opportunity to resell their tickets to offset the costs and, in some cases, to resell them at a higher price than they paid for them can be a critical factor in the decision to purchase the season tickets in the first place. All Ticketmaster teams and organizations offer their season-ticket holders a special web page or an app where they can sell their tickets online. The money is first credited to their season-ticket account. The team encourages the sellers to apply the funds to the next year’s season tickets, but they can also request a payment from those funds at the end of the season. Thus, ticket-reselling options are a real benefit to the season-ticket holder.

Secondary markets also offer benefits to non-season ticket holders, a market that is growing as younger fans shy away from the rigidity of season-ticket packages.36

Secondary market sellers have the ability to offer packages containing games or events from every team or entertainment venue in the same market, allowing the consumer to enjoy a variety of sport and entertainment experiences without owning multiple ticket plans. This is also becoming more common with regard to suites and other premium seating options. Package flexibility has also emerged. Although some innovative sport organizations are allowing a flex spending approach to ticket buying where the buyer agrees to spend a certain amount of revenue, electing to purchase different types of seating options at prices and locations based upon the buyer’s needs throughout the season, secondary sellers have offered this option for years, and it has been very successful.

Consider this comparison: Everyone knows that if you go to a pizza shop, it is always less expensive to purchase the whole pie rather than a number of slices customized to the buyer’s preference. Yet, in our current marketplace, customization, and as Burger King would say “having it my way,” appears to be king.

The NBA and Ticketmaster have created a centralized online portal for fans, designed to serve as one-stop shopping for all NBA tickets, because it consolidates the teams’ primary and secondary ticket-selling options in one place. Users are directed to a page containing all available ticket options for each team, including secondary ticket listings.

In 2018, MLB attendance declined for the fifth time in six seasons and at a faster rate than prior years. Among the contributing factors is consumer confusion during ticket purchasing. Oakland A’s president Dave Kaval argues that “It’s become too complicated and confusing for fans in a lot of cases, and there are a lot of competing offers out there.”37 Both clubs and StubHub recognize a need for greater coordination in customer outreach and sales.

Firms like Eventellect and Dynasty Sports & Entertainment have emerged to address that very issue. With more marketplaces, it is more critical than ever for properties to manage and strategically deploy their inventory. These firms leverage data insights to specifically target and sell tickets on both primary and secondary markets. These platforms, like most marketplaces, also have the potential to track a ticket’s life cycle, giving properties a better understanding of who holds the ticket as well as when and for how long a customer holds it. This data has potential benefits for understanding ticket sales and consumer behaviors, even extending to in-event marketing and better understanding of customer needs.38

Christopher Barnhill KIN 3801 Final Exam Review

A focus on producing and selling goods and services rather than identifying and satisfying the needs and wants of consumers and their markets

Which of the following is an example of marketing through sports?

Playing a commercial for a local business during a game broadcast

Which of the following is NOT a reason why sport marketing is different from many other types of product marketing?

the emphasis on generating revenue

What legendary sport marketer owned three different Major League Baseball franchises, has been inducted into the Baseball Hall of Fame, and is still known to this day as the champion of the little guy because of the value that he placed on attracting comm

Most traditional products will see consistent sales throughout the year, whereas a sport product has high-volume times and low-volume times.

Analyzing the market and the organization is one of the five strategic componets of marketing management

Having a large percentage of high-income sport fans would be an example of an:

According to the marketing concept of the frequency escalator, who resides on the ground level?

A CRM software database system provides sport marketers

a 360-degree record of all customer interactions

What part of developing the marketing plan involves finding an unmet need and defining it?

Quiz 2: The first step in the purchase decision- making process is

Which of the following would be considered an environmental factor that affects consumer behavior?

A person involved in hands-on activities such as participating in the sport itself ro watching, listening, and cheering on her team is classified as having what sort of sport involvement?

This individual factor is related to what a person thinks of himself or herself

The frequency, duration, and intensity of involvement in a sport or the willingness to expend money, time, and energy in a pattern of sport involvement is referred to as

Data that have been collected, organized, and repackaged for consumption are referred to as

Which of the following would be considered a quantitative approach to collecting custom research?

online surveys distributed to season-ticket holders

Within the sport industry, which of the following are least likely to have full-time staff members dedicated to data research and analysis?

a college athletic department

If a golf course owner split the market into those who played the course 1 to 5 times a year, those who played it 6 to 10 times a year, and those who were members and played 11 or more times a year, which type of market segmentation would she be using?

A sport marketer placing an ad on the right radio station at the right time to reach the right customer would be an example of

Quiz 3: In sport marketing terms, which of the following is not a component of the core event experience or game presentation?

Teams and franchises have much more volatile and unpredictable product life cycles that those of their sport overall.

Comparing the worth of a product that has an organization's name or image on it to the worth of a generic product of similar quality is called

Few sport venues have the ability to generate significant revenue beyond game days.

Cheerleaders, mascots, and concessions are examples of product extensions

Good sport marketers can develop a strong brand image even before establishing brand awareness

The name, logo, and symbols associated with the sport organization are components of the

Which of the following is method for forming associations through consumption

Using nostalgia to pull memories of past usage

Quiz 4: Where is the entry-level sales position for most professional sport teams?

This pricing concept involves pricing tickets based on preferred days for viewing opponents, part of the season, and location of the seat.

Cost relates not only to overall cost but also to such aspects as payment options and value receiced for the purchase price.

In the field of sport marketing, the terms price and cost are interchangeable.

One drawback of lowering a price is that it cheapens the value of the product.

Which of the following is NOT a reason for the explosive growth of sport sponsorships over the last three decades?

Continued decrease in the cost of sport sponsorships

A company thinks that its image in the market is one of poor quality. It enters into a sponsorship agreement with a team that has won six consecutive league championships. What benefit is it seeking?

To alter or reinforce public perception of the company

Activiation costs are typically included within most sponsorship contracts between a brand and a sport team or event.

Quiz 5: Where does the advertising communication process start?

Offering a team sweatshirt to fans who come to nine games is an example of a sales promotion directed at

Increasing frequency of purchases

To measure the effectiveness of advertising as a promotional tool, the sport marketer should evalute impact on sales, image, and consumer awareness.

Which of the following would NOT be considered an effective promotional component of a marketing strategy for driving attendance?

Reliance on star player per performance

The job and duties of the sport public relations professional has changed because the public's view of sport has shifted from a focus on competition to a focus on entertainment spectacle

Public opinion is one of the most powerful forces in society. What aspect of sport marketing is designed to formulate and shape favorable opinion through the mass media?

What type of document used in public relations practice helps subjects speaking to the press stay on the desired message?

To engage fans through social media, team marketers must provide interesting content delivered with an authentic voice.

A good social media strategy for sport teams is to use their organizational or team accounts extensively but not to leverage accounts of the individual athletes and coaches employed by the organization.

Which of the following is an example of a team leveraging its influencers through social media?

A Facebook page for season-ticket holders only

Quiz 6: Of all the elements of the marketing mix, place decisions are typically the easiest to change.

When sport marketers examine the drawing radius for evetns at their venue, distance from the venue is no longer the only key variable. Which of the following is NOT a critical factor in determining how far consumers will drive to attend a sporting event?