Sports marketing agencies: roles, strategies, and industry impact

Sports

Client Management and Representation

This is the crux of sports management and marketing. Clients form the backbone of the business. Client management refers to the acquisition of a viable client base, and the retention of that client base via value-added services. Management includes consultation services and the provision of counsel when needed. Client representation entails the contractual obligation to the client to serve as his or her spokesperson or representative. For example, the sports manager acts as a liaison between the client and the sponsors, team owners/managers, and the media.

Client Marketing and Product Endorsement

The client often requires marketing and product endorsement services to maximize his or her value and potential. Marketing services include helping the client improve his or her "packaging," in terms of image management. Promotion, pricing, and other aspects of the traditional marketing mix also come into play when managing a client. Product endorsement may be one of the tools used to market the client; the sports manager helps to negotiate an attractive contract keeping the client's best interests at heart. For example, the sports manager actively seeks new endorsements as well as re-negotiating existing contracts.

3. Event Creation and Development

Event creation requires a special set of skills related to project management. Large-scale events (for example, the Sony Open in Key Biscayne) require extensive coordination, delegation of tasks, and communication with a wide range of stakeholders. Moreover, the development of sports-related promotional events requires creative thinking. Novel uses of the media, including social media, are called for when creating virtual events (such as online competitions for fans). Fundraising for charities is another avenue of event creation and development. Development of recurring events, such as annual competitions, can prove lucrative for all stakeholders.

4. Event Management and Marketing

Event management refers to the ongoing management of events designed and developed by the agency. Management of the event includes developing a team of diverse and qualified personnel, including ground crew. Event marketing refers to the promotion of any events that were created and developed by the agency. The marketing will likely include multiple media sources, and could be national as well as local. Various media, including digital media, will be used. For example, a Facebook page and Twitter feed for the event need to be created and maintained throughout each day. Merchandise design and development is also a component of event management and marketing.

5. Television Development and Production

Television development and production includes communication with local and cable networks and their program directors. The timing of scheduled events, and whether the events are broadcast live or not, are important considerations in television development and production. For example, the event might conflict with a movie or other feature vying for the same position or time slot. The sports manager needs to oversee the tone and nature of the coverage.