ADVERTISING IN SPORTS
The main purpose of advertising is to sell a product or service to the consumer market. Advertising uses many different types of appeal and a number of media to achieve a variety of goals. Advertising is the most effective means to get the word out about products, services, events, charities, and just about anything else that one can think of. Where would sports be today without advertising? Advertising in sports has helped the sports world grow into one of the most profitable industries in the world.
A recent article in Readers Digest estimates that most Americans spend at least 13% of their income on sporting events and sport related products. Sports has entertained American people and drained money out
There are many ways in which advertising is achieved in sports. Corporations advertise their products through sponsorships, merchandising, television, and printed materials.
Sponsorship corporations will sponsor individual players or even whole teams and hope that people will go out and buy the product being sponsored by their favorite player or team. A perfect example of sponsorship was stated in Sports Illustrated a couple of years ago. The New York Yankees signed a ten year 93 million dollar contract with Adidas. Adidas supplies the team with things like cleats and T-shirts, so not only do the Yankees make a lot of money, Adidas will too because people will see the Yankees players wearing Adidas and they will want to go out and buy their products. Individual players may also be sponsored, such as tennis star Pete Sampras. They are paid to wear a particular brand of clothing or shoes creating a demand for others interested in the sport to go out and buy these products.
Another way for corporations to advertise sports is through merchandising. Merchandise includes everything from clothing apparel and shoes, to book and video games, to watches and backpacks with distinctive sports logos and names of star athletes. Getting a branded shoe with one of the top basketball names in the world is the desire of many. Merchandising is profitable for both the company selling the goods and the team or player being marketed, because the team and player