Local Media Promotion Of The B.A.C., Element Of The Sport Marketing Strategy

The augmented reality (AR) market is expected to grow to $60.55 billion by 2023 and there are currently an estimated 4.2 billion AR-capable devices in the hands of consumers. Experts believe that sport is a high-value market for AR as it is uniquely positioned to utilize AR in multiple marketing contexts (Haber, 2019). The COVID-19 pandemic has accelerated the rate at which sport organizations are utilizing AR as they attempt to reach fans and consumers that are limited or restricted from attending events in person. This article introduces augmented reality to sport managers and practitioners and defines AR, detailing how it can be used by citing examples of how it has been used in sport marketing to this point. Specifically, the paper discusses the three most common classifications of AR for marketing and their role in sport: advertising/promotion, product management, and customer service. The types of AR delivery systems (e.g., HMD, projector-based, smartphone, broadcast AR) are also discussed to clarify that AR is a grouping of technologies and not just one hardware platform. Sport and non-sport examples of AR implementations of the different classifications and delivery systems are provided in this text. Three recommendations are provided for AR development and implementation, namely that sport AR activations should be a complement to the sport product, focus on visual appeal, and strive for immersion. These recommendations are grounded in academic research and intended to assist practitioners planning to implement AR as part of their marketing strategy.

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PromoSeven Sports Marketing

Emerald Emerging Markets Case Studies ◽

10.1108/20450621111110348 ◽

2011 ◽

Vol 1 (1) ◽

pp. 1-5

Author(s):

Donelda S. McKechnie

Keyword(s):

Marketing Strategy ◽

Business Strategy ◽

Emerging Market ◽

Business Environment ◽

Sport Marketing ◽

Sports Marketing ◽

Economic Downturn ◽

Target Market ◽

Event Management ◽

Content Type

Subject area Sport marketing, sponsorship, marketing strategy, event management. Study level/applicability Undergraduate and Postgraduate Business and Management. Case overview This case discusses sport marketing within an emerging market business environment. PromoSeven Sports Marketing is the focus company. PromoSeven name is synonymous with major events particularly Emirates Airline Rugby 7s and the Olympic Council of Asia. The case highlights the challenges facing sponsorship, event management, sport marketing and PromoSeven's own business strategy after the 2009 economic downturn drew attention to Dubai's financial situation. Expected learning outcomes This case can be used to teach sport marketing, sponsorship, event management, and marketing strategy. It can also be used to identify target market segments for sports and the positioning that may appeal to those segments. Supplementary materials A teaching note is available on request.

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Sport marketing strategy

Introduction to Sport Marketing ◽

10.1016/b978-0-7506-8685-3.50008-x ◽

2008 ◽

pp. 81-102

Author(s):

Aaron C.T. Smith

Keyword(s):

Marketing Strategy ◽

Sport Marketing

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A Case Study of Sport Marketing Strategy of Mercuries Taiwan Masters Invitational Golf Tournament 2012

Advances in Marketing, Customer Relationship Management, and E-Services - Emerging Trends and Innovation in Sports Marketing and Management in Asia ◽

10.4018/978-1-4666-7527-8.ch005 ◽

2015 ◽

pp. 82-95

Author(s):

Noah Yang Hsu

Keyword(s):

Marketing Strategy ◽

Sport Management ◽

Sport Marketing ◽

Golf Tournament ◽

Entry Level ◽

Sport Industry ◽

The Right

The Mercuries Taiwan Masters Invitational Golf Tournament has successfully been held for over 26 years without any interruption. The Mercuries Corporation is the company that organized the event solely. However, golf games in Taiwan normally do not attract enough spectators to watch them, unless there are world-renowned star players participating in the game. Consequently, most of the golf tournaments would not be able to sustain because of no sufficient income from spectators and from sponsors. MTMIGT has managed to survive because of the support of its own corporation, but the event is also facing the problem of lacking viewers. Being noticed by the corporation, the Department of Sport Management at Aletheia University and its students earned their reputation as a group of hard working entry-level event volunteers for MTMIGT for many years. Because of this, the corporation contacted the head of the department in 2011 and invited them to work together on a larger scale. The Mercuries Corporation wanted the Department of Sport Management to plan the marketing works of the event, and the company would pay all of the expenses. After months of preparation and planning by the department, the 2011 MTMIGT and its surrounding sport marketing campaigns were staged with better results than its previous years. And the department thus successfully acquired the right of planning and implementing the event's marketing for 2012. This case study fully explores the cooperation between the MTMIGT and the department in 2012. The result as well as its process can be a reference for people in the sport industry and the academy.

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