sports and entertainment marketing

Marketing is essentially the process of exploring, creating and delivering value in terms of your goods or services to meet the needs of your target market. Sports and entertainment marketing is specifically related to the leisure, sports and recreation industries, including sports or fitness groups or businesses, entertainment and accommodation venues, and museums or cultural arts centres.

Our Certificate of Marketing (Sports and Entertainment) will help you enhance the viability of both commercial and non-commercial recreation businesses. By studying this course you will gain insights into customer databases, marketing strategies, PR and media promotions, marketing and consumer laws, and promotional materials like signage, magazines, advertising and merchandising materials. You will also learn how to manage promotional activities, events, patron and membership levels, fundraising and sponsorship, and how to deal with customer complaints.

Leisure marketing is also closely related to sports and entertainment marketing … and we offer a course in that too! Learn more about our Certificate of Leisure Marketing here.

Sector Statistics

The employment level in this sector has undergone definitive highs and lows over the years. According to the Australian Industry and Skills Committee, the employment level in the Sports and Recreation Activities industry more than doubled between 2001 and 2019 but declined by 50 per cent from 2019 to 2020. The level again increased by 87 per cent in 2021, however, it is projected to decrease by 2025.

It’s not surprising the COVID-19 pandemic has had a major impact on the sector. Most organisations and businesses in the industry have had to follow mandated closure orders to minimise the spread of the virus. However, across parts of the country, many organisations have now re-opened, albeit operating in a very different environment that is guided by new restrictions and regulations.

If you are keen to undertake a sports and entertainment marketing course, you will be happy to know that the road to recovery for this industry has been guided nationally by the release of the National Principles for the Resumption of Sport and Recreation Activities.

This is a set of principles released by the National Cabinet, which were developed in conjunction with the Australian Institute of Sport (AIS). These principles align with the AIS’s own release, the AIS Framework for Rebooting Sport. They provide a guide for the re-introduction of sport and recreation activities, including the safe return of training and competition activities. It’s worth noting that although this release provides a set of national principles, each state and territory may encounter different levels of restrictions depending on the incidence of COVID-19 in their community.

Industry Snapshot

The sport, fitness and recreation sector is strongly influenced by other industries such as government, education, community, health, retail, media, tourism and entertainment. According to the Australian Industry and Skills Committee, the sector comprises four primary areas of industry:

• Aquatic and community recreation
• Fitness
• Outdoor recreation

According to the Global Wellness Institute report, Global Wellness Economy: Looking Beyond COVID, the global health and wellness market could be worth almost US$ 7 trillion by 2025. However, the sector’s impact extends beyond economic benefits, with the industry and its sub-sectors providing significant value and contribution to society. In Australia, this includes mental health benefits, preventative health, decreased worker absenteeism, and reduced compensation claims and injuries.

The industry is extremely popular with Australian consumers and caters to a range of demographics and tastes. Consumers are increasingly seeking services targeted to their specific needs, which has led to an increased range of activities on offer, including personal trainers and gyms and fitness facilities. It also mirrors a demand for personalised fitness services and a holistic health and wellbeing approach, including analysing nutritional requirements and mental, emotional and spiritual goals.

Top Skills

According to the Sport and Recreation IRC’s 2019 Skills Forecast, the following form the top priority skills required across the industry:

• Teamwork and communication
• Problem-solving
• Self-management
• Technical and job-specific skills.

Additionally, other skills identified included:

• sports and entertainment marketing
• initiative and enterprise (i.e. small business management)
• sports administration.

Generic skills identified as having priority for this industry include:

• Customer service
• Communication
• Learning agility
• Leadership

The Marketing Mix

There is an abundance of theories and resources to explore if you are keen to undertake a sports and entertainment marketing course. But a great place to start is to consider the Marketing Mix, also known as the “7ps of marketing”. This concept first evolved in the 1960s with E. Jerome McCarthy’s book Basic Marketing: A Managerial Approach. He developed the “4ps of marketing”, which has since been expanded to seven.

#1 – Product

Any marketing strategy should begin with the physical product, service or experience you are “selling”. You should know the key features, benefits and Unique Selling Proposition (USP), and why your clients or customers will choose you over your competitors.

#2 – Price

This is being aware of the demand for your product or services and what your clients or customers will pay. Your pricing will reflect how you want your customers to perceive your business and your brand.

#3 -Place

Consider where your customers will see your product or service for the first time and where they can buy it.  Also, ask yourself whether your advertising (for example, your website) is sending out the right message.

#4 – Promotion

This forms a big part of sports and entertainment marketing. There is a range of platforms where you can products or services, including via:

• Traditional advertising – TV, radio, print media
• Online advertising – social media, Google ads
• Direct marketing – SMS, email marketing, Messenger
• PR and brand recognition – sponsorship, podcasts, social media posts, blogs, event participation
• Cross-promotion with other brands.

#5 – People

This refers to the customer experience and the employees or businesses who are your direct or indirect promoters and supporters.

#6 – Process

Automated, consistent processes will positively impact your ability to grow and scale your business.

#7 – Physical evidence

This is the customer journey with your brand. It includes logos, social media presence and the sales process, such as invoices and emails.