Marketing of NBA Term Paper

  • Length: 4 pages
  • Subject: Business - Advertising
  • Type: Term Paper
  • Paper: #4960225

Excerpt from Term Paper :

Marketing of NBA

Since the last twenty years there has been a dramatic change at the North American professional sports organization. A change in the business setting of professional sport in North America has caused in the extensive implementation of relationship marketing system. The type of this change has been impacted by causes like globalization of world markets, abundant telecast of sporting programs, changes in technology, and eventually the surfacing of the amusement economy manifested by more and more jobs in the holiday and amusement industry and the launching of new technology propelled by products for entertainment. These changes have built opening for and called for the creation of close relationship among sport establishments and between sport organization and business partners. In the sporting world, the relationship marketing program is based on the standard of drawing and sustaining long-term relationships with commercial and industrial procurers, corporate sponsors and fans. The National Basketball Association-NBA was chosen for the research taking onto account the total metamorphosis of this once struggling league into the most prevailing international sports brand in the world. (Adopting a Relationship Marketing Paradigm: The Case of the National Basketball Association)

Apart from real basketball ability, marketing might be the most vital distinction between the NBA and every other levels of basketball. Name and identity of the sportsman in the NBA is evidently at better level compared to any other professional sport. (Talking X's and O's-Ask the Pro) From its birth during 1946, the NBA has assumed to be an international event that rises above national boundaries. Having 30 teams in the United States and Canada, NBA sporting events and its other programs are telecast to 214 nations and in 43 languages through 157 broadcasters; they are among the biggest suppliers of sports television and Internet programming across the world. The website NBA.com having in excess of 50% of all traffic to the site is by fans outside the United States has nine global destinations intended for fans specific to the language. The NBA is an acclaimed leader in international sports marketing having 13 offices throughout the world. (NBA and Nokia Expand Marketing Relationship)

The NBA has faced a great transformation in the development and recognition from the middle part of the 1980s through the 1997-98 seasons. The NBA came out successful in the NHL in the aggregate attendance per match during the 1998-99 seasons and went on to go up until the 1997-98 playing season. But following the 1997-98 seasons, the NBA had to bear a slide in sales of ticket. Marketing Departments in the NBA were therefore compelled to give innovative ideas for increasing ticket sales. (NBA Marketing Directors' Perceptions of Effective Marketing Techniques: A Longitudinal Perspective) NBA took up relationship marketing practices to triumph over the hard times and has come to be a symbol of the incident as they are happening across professional sport. It seems that the change prevailing philosophy, culture and customs of this league happened between 1980 and 1997. Latest facts from industry journals indicate that this is the phase during which the NBA has adopted the doctrines of the relationship marketing model. (Adopting a Relationship Marketing Paradigm: The Case of the National Basketball Association)

In this phase NBA had taken the mentorship of a lot of renowned marketing executives in this discipline as also Account Executive Robin Pearson who was a member of the group which handled and expanded the growth of vital strategic client-league marketing partnership at NBA. Ms Pearson builds and exhibited unified media and consumer-based promotional events like the 'NBA inside Stuff' to develop consciousness about NBA more and more. (Robin Pearson: Vice President of Business Development) Companies connected with baseball have supported the NBA from the time its marketing strategies came up. NBA used relations marketing practices to reinforce its associations with corporate sponsors, like McDonald's and Coca-Cola. (Adopting a Relationship Marketing Paradigm: The Case of the National Basketball Association) Besides, FedEx Corp a frontrunner in the international shipping business and NBA have made a strategic marketing collaboration which links FedEx's worldwide shipping business and international tracks to the NBA's international marketing plan. (FedEx Shoots For NBA Experience) Under this marketing tie-up FedEx Corp will sponsor its international delivery services by way of domestic NBA matches and league media assets such as NBA TV and NBA.com. (FedEx and NBA in Marketing Alliance) FedEx presents a distinctive chance to capitalize the game's universal association and to present the league's rising number of international basketball players.

Further Nike Inc. has also inked a fresh global marketing contract with the NBA in an endeavor to augment the acceptance of the sports throughout the world. The $100 million agreement spanning five-year will permit the league and the sportswear bigwig to augment their international coverage with TV commercials through the use of Nike's team of NBA players in their jerseys. The NBA telecasts its matches to 212 nations in 46 languages. As per the terms of the agreement, the promotional drive will show at the time of telecast of NBA games, as well as on NBA TV, NBA inside Stuff and on ABC. (Nike, NBA Sign New Marketing Agreement)

Besides, a marketing relationship program for several years was initiated from Dec 13, 2004 between Nokia, the international leader in mobile telecommunications and NBA. This association will give Nokia sole sponsorship of devoted areas throughout Jam Session as well as "Nokia Experience Centre," an interactive platform wherein fans can surf through, touch and experience the complete range of Nokia products; a 100' x 80' area devised to display the N-Gage game platform; the Nokia Imaging Centre," an interactive station devised to present the potential of Nokia's picture and video phones; and the "Nokia Connection Zone," an information platform welcoming all invitees situated at the Jam session main door. Nokia will even be co-presenting sponsor of Club NBA under its new Nokia Unwired music banner. It is through the Jam session that fans get the scope to gather autographs and be face-to-face with the NBA and WNBA stars and legends, fight against their friends in the skill challenges on-court, observe how their palms and shoe sizes compare to their favorite NBA and WBA players and a lot more. Jam sessions even show a wide-ranging trading card and gifts area and the NBA Store in which the fans can buy NBA outfits and NBA All-stars 2005 souvenirs. (NBA and Nokia Expand Marketing Relationship)

Moreover Sirius and the NBA of late declared on January 21, 2005 regarding an extension pact lasting for several years for programming and collaborative marketing. Sirius receives extended trademark marketing rights and will deliver live official figures from the ringside and also radio text displays. The company by now telecasts nearly 40 NBA games every week and will telecast the playoffs and NBA finals. (Sirius and NBA Extend Programming and Marketing Agreement) We could be aware that these network of continuing relationships with excess of 150 corporations as well as industry stalwarts like Coca Cola, Mc Donald's and Nike has caused a 30 times surge of revenues i.e. from $107 million in 1997 to more than $3 billion in 1997 since the past ten years that is going up even further. (Adopting a Relationship Marketing Paradigm: The Case of the National Basketball Association)

Due to globalization, NBA has flourished its market nations such as China and Hong Kong, a few among them. As per the figures accessible, NBA entered into agreement with a 12 television stations which is a record in China during 2003, a phenomenal rise from just one station in 2002 and the number has increased from then onwards. China Central Television, which telecasts at the national level, telecasts two games every week, and the provincial stations one or two more matches. Sources from the Chinese telecast authorities announced that each of the stations dished out $70,000 to $230,000 for purchase of the broadcast rights, depending on the volume of their viewers and other causes. On the whole ratings of NBA has become more than two times in China. As per CSM, an average total of 15 million people viewed the live morning broadcast and also the repeat during the evening of every NBA game telecast on the national sports channel in 2003, weighed against an average total of 6 million. (Sports Marketing Trends)

Besides, the external related changes like the growth of pay TV, technological transformation, globalization of universal markets, and the rising leisure economy everything played a part in the exemplar change. Apart from that, relative modifications within the organization which were important comprised the specialization of personnel and the reformation of the organization, the recognition of partners, and the implementation of a collaborative philosophy by the league. Causes related to the content of the NBA transformation from one marketing exemplar to another contained the organization's determination toward quality, the surfacing of marketing as a leading function within the firm and the developing standard used to estimate customer satisfaction. (Adopting a Relationship Marketing Paradigm: The Case of…

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