Marketing is used in just about every facet of our lives. Businesses, organizations, and universities each have their own marketing department. This includes the realm of sports as well.
Kim Carbo, manager of Marketing and Special Events for NSU Athletics, has experience in marketing with both professional and collegiate athletes. She explained that marketing in sports not only takes place prior to the games, but during the games as well.
“We do everything. [It] starts with promoting the games. Sharkfins and Sharkbytes to posters and schedule cards and electronic messages, whether it’s out on University Drive, or text messages or Facebook or emails. We’re trying to get a little bit of everything, but that’s from the promotions standpoint.”
Carbo said at the game marketing involves revving up the crowd, involving them in halftime activities and giving them an all-around good game experience.
Jeffrey Fountain, associate professor of Sport and Recreation Management, teaches a sport marketing course. He said marketing in the sports industry can be difficult due to the unpredictability of the events.
“When a customer buys a ticket to a sporting event there is no guarantee of what the end result will be and no guarantee your customers will be happy about the outcome,” he said. “Most marketers are in the business of trying their best to please their customers and providing them with the best possible outcome, but with sports, fans can walk away ecstatic after a win or devastated over a loss.”
Carbo said marketing in sports reaches out to a different audience.
“It appeals to a different group of people. People who are attracted to competition, specific sports, people who like entertainment,” she said. “It’s about people coming to sporting events to see specific athletes; in college and athletics they come to support their friends. They’re looking for the full entertainment package when you’re talking sports from the beginning of the experience to halftime, to the excitement of the game whether it’s a buzzer beater or just the general atmosphere of the game.”
Carbo believes there is no substitute for experience in this field. NSU Athletics is currently looking for interns in the marketing department, and Carbo emphasized that this is a great opportunity for those interested.
