MARKETING OF GAMES IS EFFECTIVE (COMMONWEALTH GAMES)
The Commonwealth Games is an international, multi-sport event involving athletes from the Commonwealth of Nations. The event was first held in 1930 and takes place every four years. It was initially known as the British Empire Games and was renamed to the British Empire and Commonwealth Games in 1954 and the British Commonwealth Games in 1970, before finally gaining its current title for the 1978 edition. The Games are overseen by the Commonwealth Games Federation (CGF), which also controls the sporting programme and selects the host cities. A host city is selected for each edition and eighteen cities in seven countries have hosted the event. As well as many Olympic sports, the Games also include some sports that are played mainly in Commonwealth countries, such as lawn bowls, rugby sevens and netball.[1] Only six teams have attended every Commonwealth Games: Australia, Canada, England, New Zealand, Scotland and Wales. Australia has been the highest achieving team for eleven games, England for seven and Canada for one. Although there are 54 members of the Commonwealth of Nations, 71 teams participate in the Commonwealth Games as a number of British overseas territories, Crown dependencies, and island states compete under their own flag. The four Home Nations of the United Kingdom – England, Scotland, Wales and Northern Ireland – also send separate teams.
History
A sporting competition bringing together the members of the British Empire was first proposed by the Reverend Astley Cooper in 1891 when he wrote an article in The Times suggesting a "Pan-Britannic-Pan-Anglican Contest and Festival
every four years as a means of increasing the goodwill and good understanding of the British Empire". In 1911, the Festival of the Empire was held in London to celebrate the coronation of King George V. As part of the festival an Inter-Empire Championships was held in which teams from Australia, Canada, South Africa and the United Kingdom competed in events such as boxing, wrestling, swimming and athletics. In 1928, Melville Marks Robinson of Canada was asked to organise the first British Empire Games. The first Games were held in 1930 in Hamilton, Ontario, Canada. The name changed to British Empire and Commonwealth Games in 1954, to British Commonwealth Games in 1970 and assumed the current name of the Commonwealth Games in 1978.[2] At the 1930 games, women competed in the swimming events only.[3] From 1934, women also competed in some athletics events[citation needed]. The Empire Games flag was donated in 1931 by the British Empire Games Association of Canada. The year and location of subsequent games were added until the 1950 games. The name of the event was changed to the British Empire and Commonwealth Games and the flag was retired as a result. 1. Commonwealth Winter Games 2. Commonwealth Youth Games 1. The Commonwealth Winter Games is a multi-sport event comprising winter sports which is designed as a counterbalance of the Commonwealth Games, which focuses on summer sports. This is analogous to the Winter Olympics augmenting the Summer Olympic Games. 2. The first Commonwealth Youth Games were held in Scotland in August 2000 where 733 Athletes from 14 countries competed in 8 sports over 3 days. The second edition of the Commonwealth Youth Games took place in Australia in December 2004 and saw over 1000 athletes and officials from 22 countries in a 10-sport programme. The third Youth Games were held in the Indian city of Pune from 12 - 18 October 2008 where 71 nations and territories participated in 9 sports. A decision was taken by the Commonwealth Games Federation at their General Assembly in 2005 to move the Youth Games outside of the Olympic Games year and in doing so awarded the 2011
Commonwealth Youth Games to the Isle of Man. A decision was taken at the General Assembly in 2008 to award the 2015 Commonwealth Youth Games to Samoa and also to subsequently adjust the quadrennial cycle, so that future events will take place in 2017, 2021 and so on. All competitors in the Commonwealth Youth Games will be a minimum of 14 and maximum of 18 in the year of competition (i.e. their 18th birthday is during the calendar year in which the Games is held) and a maximum number of 1000 competitors are invited to participate from every Commonwealth Games Association
Marketing Strategies For CommonWealth Games
1. Launch limited edition currency notes and coins for CWG. Famous Athletes or Stadium can be imprinted on notes Postal stamps similar to the one introduced in 1982 Asia the Games should be launched. Printing of CWG Inland letters and post cards. Bank Notes, Coins & Stamps. 2. Innovative Schemes. CWG special Fixed Deposit Schemes with maturity during the games to increase spending during games. Start events like Guinness book of world record signature campaign with the objective to send Best wishes to our team throughout the country. Brand Government initiatives like “Green Delhi” as “Commonwealth Green Delhi”. Brand “Delhi” a “Delhi 2010(twenty ten)” in all announcements in railway stations, airports and state transports.“Incredible India” branded with CWG and offer packages for tourism during games. CWG specific volunteer plan to generate participation from all sections of society. Bus Tickets and Railway tickets advertising CWGCWG designed auto rickshaws launched with easy financing Cultural festivals in tourist locations promoting CWG. 3. Video Games & Films Video games can be developed and launched on platforms like Nintendo, Sony PS3, XBOX or PC. Animated movies showcasing CWG spirit can be developed to attract the large population under 15 years of age. Browser based online games showcasing spirit of common wealth games. Advertising in Cineplex and multiplex promoting CWG
4. New Low floor buses can be used for advertising to promote games. CWG special Autos to be designed and plied other cities – Designer Buses , Autos & Trains 5. Giant Screens to be installed in major areas. These screens can be used to show live matches, ads, news, weather updates. These should be installed permanently and they have a potential to usher in feeling of togetherness and unity - Giant Screens & Billboards 6. Schools ,Colleges & Universities Involvement. Tap the power of youth. Competitions and Contests in school ,colleges and universities. Drawing Competitions, Sports events Essay writing, Photography contests Winners to be given free tickets to the event Cultural Activities with eminent personalities promoting CWG 7. Schools , Colleges & Universities Involvement – International. Involve Indian students present in universities/colleges throughout the world, especially in commonwealth nations. Material, videos and other relevant material to be provided to them to promote the event 8. Marathon to promote the spirit of CWG. Conduct series of City Marathon in major spreading the message of CWG Games. In International Marathons Shera, CWG mascot, can be placed inviting people to come to India Celebrities, Sports Legends and Athletes can be asked to promote CWG during these marathon.
Sports Marketing
Definition:Sport marketing is a subdivision of marketing which focuses both on the promotion of sports events and teams as well as the promotion of other products and services through sporting events and sports teams. It is a service in
which the element promoted can be a physical product or a brand name. The goal is to provide the client with strategies to promote the sport or to promote something other than sport through sports. Sport marketing is also designed to meet the needs and wants of the consumer through exchange processes.
Sport marketing is divided into three sectors.
1. The first is the advertising of sport and sports associations such as the Olympics, Spanish Football league and the NFL. In this case, the promotion is directly related to sports. 2. The second concerns the use of sporting events, sporting teams and individual athletes to promote various products. In this case, the products can but do not have to be directly related to sports. When the promotion is about sports in general, sports teams or sports events, the use of this kind of strategy is called "Marketing of Sports".When the promotion is not about the sports but sports events, athletes, teams or leagues are used to promote different products, the marketing strategy is denominated "Marketing through sports". 3. The third is the promotion of sport to the public in order to increase participation. When the promotion is about increasing participation amongst the public it is called "Grassroots Sports Marketing". To promote the products or services, the companies and associations use different channels such as sponsorships of teams or athletes, television or radio advertisement during the different broadcast sports events and celebrations, and/or advertisement on sporting venues. Street marketing of sport" which considers sport marketing through billboards on the street and also through urban elements (street lighters and sidewalks, etc.) to help promote and gain publicity during major worldwide sporting events such as the Football World Cup, the Olympic Games, the Super Bowl or the Winter Olympic Games.
Sport marketing uses marketing elements to meet the goals of a sports property
Sport marketing follow the traditional four "P"'s of general marketing Product strategies, Price strategies, Promotion strategies and Place strategies, another four "P"'s are added to sport marketing, relating to the fact sports are considered to be a service. The additional 4 P's are: Planning, Packaging, Positioning and Perception. The addition of the four extra elements is called the "sport marketing mix." One element that sport marketing takes advantage of is that athletes tend to be brand loyal and fans tend to be loyal to their favorite athletes and teams. This can be recognized through the contracts players and athletes sign with sports companies in which they get paid to wear or use their products in each game or sporting event. By doing so, the players and athletes and also their fans develop a loyalty to the products for a longer time.
Benefits of Sport Marketing
Sport marketing impulses memberships, sales, and recognition. These factors represent the biggest benefits for the companies, the athletes, the associations, the leagues, and sport event managers. Well planned, effective marketing helps to understand the customer and the marketplace. Also, informed marketing decisions help increase the company's, club's, or association's performance. Due to the status and importance in people's lives, sport is considered a profitable and sustainable marketing source.
The Marketing of Sports Teams and Events
Definition:According to different authors and organizations the marketing of sports events and teams is defined as "Designing or developing a 'live' themed activity, occasion, display, or exhibit a sporting event to promote a product, a team, cause, or organization. Which in other words it can be defined as follows: The marketing of sports events and teams is the marketing strategy which is designed or developed a "live" activity, which has a specific theme. Mostly this kind of strategy is used as a way to promote, display or exhibit different things, such as a sports team, a sport association among others. For example,in Mexico the NFL signed a contract with a Mexican movie theater, Cinemex, so some of the most important games of the event were transmitted in its different theaters. With this the NFL obtained the promotion of the event in its country and in national TV but also it obtained the possibility to promote the event at major scale in the foreign countries, which means more audience, therefore the NFL achieved the goal of promoting the sport event and the teams involved.
The Marketing of Products through Sport
'Marketing through sport' is a concept that that has been used since the 1980s but that also has increased in importance in the last two decades due to the growth and expansion that the different types of sports have enjoyed since then. "Marketing through sports" it is a marketing strategy that can be used in sports in two different ways. 1. In first order, the use of marketing and promotion can be carried out through the sport or through the sports club. In the first case, the use of marketing is under responsibility of the different sporting associations.
2. In the second case, the responsibility falls on the different sports clubs. In this manner, marketing and promotion through the sport and through the club involve sponsorship, corporate events and boxes, licensed merchandise, names and images also known as "endorsement", advertising through broadcaster, advertising such as advertising as ground signage/clothing/equipment advertising, promoting games, promoting using players/club/league or developing 'business opportunities'. The peculiarity of sports is the issue that "sport is the only entertainment where, no matter how many times you go back, you never know the ending."This singular fact is used by marketing companies as an advantage because in this way every time the audience attempts to an event several times it will perceived the advertisements again and again, therefore the marketing of sports reflects different than in other usual areas or common industries, a wide field of opportunities and diversities for the different companies which operate on this field. For Example of sports marketing through sponsorships, sports marketing through sponsorships, is the renovation of the contract between Adidas and the Mexican Football Federation (FMF). In August of this year the CEO of Adidas Herbert Hainer in companion of the president of the FMF, Justino Compeán announced the renewal of the contract in order to permit Adidas to continue producing and designing the uniform of the Mexican teams until 2018.
doc_502248246.docx
The Commonwealth Games is an international, multi-sport event involving athletes from the Commonwealth of Nations. The event was first held in 1930 and takes place every four years. It was initially known as the British Empire Games and was renamed to the British Empire and Commonwealth Games in 1954 and the British Commonwealth Games in 1970, before finally gaining its current title for the 1978 edition. The Games are overseen by the Commonwealth Games Federation (CGF), which also controls the sporting programme and selects the host cities. A host city is selected for each edition and eighteen cities in seven countries have hosted the event. As well as many Olympic sports, the Games also include some sports that are played mainly in Commonwealth countries, such as lawn bowls, rugby sevens and netball.[1] Only six teams have attended every Commonwealth Games: Australia, Canada, England, New Zealand, Scotland and Wales. Australia has been the highest achieving team for eleven games, England for seven and Canada for one. Although there are 54 members of the Commonwealth of Nations, 71 teams participate in the Commonwealth Games as a number of British overseas territories, Crown dependencies, and island states compete under their own flag. The four Home Nations of the United Kingdom – England, Scotland, Wales and Northern Ireland – also send separate teams.
History
A sporting competition bringing together the members of the British Empire was first proposed by the Reverend Astley Cooper in 1891 when he wrote an article in The Times suggesting a "Pan-Britannic-Pan-Anglican Contest and Festival
every four years as a means of increasing the goodwill and good understanding of the British Empire". In 1911, the Festival of the Empire was held in London to celebrate the coronation of King George V. As part of the festival an Inter-Empire Championships was held in which teams from Australia, Canada, South Africa and the United Kingdom competed in events such as boxing, wrestling, swimming and athletics. In 1928, Melville Marks Robinson of Canada was asked to organise the first British Empire Games. The first Games were held in 1930 in Hamilton, Ontario, Canada. The name changed to British Empire and Commonwealth Games in 1954, to British Commonwealth Games in 1970 and assumed the current name of the Commonwealth Games in 1978.[2] At the 1930 games, women competed in the swimming events only.[3] From 1934, women also competed in some athletics events[citation needed]. The Empire Games flag was donated in 1931 by the British Empire Games Association of Canada. The year and location of subsequent games were added until the 1950 games. The name of the event was changed to the British Empire and Commonwealth Games and the flag was retired as a result. 1. Commonwealth Winter Games 2. Commonwealth Youth Games 1. The Commonwealth Winter Games is a multi-sport event comprising winter sports which is designed as a counterbalance of the Commonwealth Games, which focuses on summer sports. This is analogous to the Winter Olympics augmenting the Summer Olympic Games. 2. The first Commonwealth Youth Games were held in Scotland in August 2000 where 733 Athletes from 14 countries competed in 8 sports over 3 days. The second edition of the Commonwealth Youth Games took place in Australia in December 2004 and saw over 1000 athletes and officials from 22 countries in a 10-sport programme. The third Youth Games were held in the Indian city of Pune from 12 - 18 October 2008 where 71 nations and territories participated in 9 sports. A decision was taken by the Commonwealth Games Federation at their General Assembly in 2005 to move the Youth Games outside of the Olympic Games year and in doing so awarded the 2011
Commonwealth Youth Games to the Isle of Man. A decision was taken at the General Assembly in 2008 to award the 2015 Commonwealth Youth Games to Samoa and also to subsequently adjust the quadrennial cycle, so that future events will take place in 2017, 2021 and so on. All competitors in the Commonwealth Youth Games will be a minimum of 14 and maximum of 18 in the year of competition (i.e. their 18th birthday is during the calendar year in which the Games is held) and a maximum number of 1000 competitors are invited to participate from every Commonwealth Games Association
Marketing Strategies For CommonWealth Games
1. Launch limited edition currency notes and coins for CWG. Famous Athletes or Stadium can be imprinted on notes Postal stamps similar to the one introduced in 1982 Asia the Games should be launched. Printing of CWG Inland letters and post cards. Bank Notes, Coins & Stamps. 2. Innovative Schemes. CWG special Fixed Deposit Schemes with maturity during the games to increase spending during games. Start events like Guinness book of world record signature campaign with the objective to send Best wishes to our team throughout the country. Brand Government initiatives like “Green Delhi” as “Commonwealth Green Delhi”. Brand “Delhi” a “Delhi 2010(twenty ten)” in all announcements in railway stations, airports and state transports.“Incredible India” branded with CWG and offer packages for tourism during games. CWG specific volunteer plan to generate participation from all sections of society. Bus Tickets and Railway tickets advertising CWGCWG designed auto rickshaws launched with easy financing Cultural festivals in tourist locations promoting CWG. 3. Video Games & Films Video games can be developed and launched on platforms like Nintendo, Sony PS3, XBOX or PC. Animated movies showcasing CWG spirit can be developed to attract the large population under 15 years of age. Browser based online games showcasing spirit of common wealth games. Advertising in Cineplex and multiplex promoting CWG
4. New Low floor buses can be used for advertising to promote games. CWG special Autos to be designed and plied other cities – Designer Buses , Autos & Trains 5. Giant Screens to be installed in major areas. These screens can be used to show live matches, ads, news, weather updates. These should be installed permanently and they have a potential to usher in feeling of togetherness and unity - Giant Screens & Billboards 6. Schools ,Colleges & Universities Involvement. Tap the power of youth. Competitions and Contests in school ,colleges and universities. Drawing Competitions, Sports events Essay writing, Photography contests Winners to be given free tickets to the event Cultural Activities with eminent personalities promoting CWG 7. Schools , Colleges & Universities Involvement – International. Involve Indian students present in universities/colleges throughout the world, especially in commonwealth nations. Material, videos and other relevant material to be provided to them to promote the event 8. Marathon to promote the spirit of CWG. Conduct series of City Marathon in major spreading the message of CWG Games. In International Marathons Shera, CWG mascot, can be placed inviting people to come to India Celebrities, Sports Legends and Athletes can be asked to promote CWG during these marathon.
Sports Marketing
Definition:Sport marketing is a subdivision of marketing which focuses both on the promotion of sports events and teams as well as the promotion of other products and services through sporting events and sports teams. It is a service in
which the element promoted can be a physical product or a brand name. The goal is to provide the client with strategies to promote the sport or to promote something other than sport through sports. Sport marketing is also designed to meet the needs and wants of the consumer through exchange processes.
Sport marketing is divided into three sectors.
1. The first is the advertising of sport and sports associations such as the Olympics, Spanish Football league and the NFL. In this case, the promotion is directly related to sports. 2. The second concerns the use of sporting events, sporting teams and individual athletes to promote various products. In this case, the products can but do not have to be directly related to sports. When the promotion is about sports in general, sports teams or sports events, the use of this kind of strategy is called "Marketing of Sports".When the promotion is not about the sports but sports events, athletes, teams or leagues are used to promote different products, the marketing strategy is denominated "Marketing through sports". 3. The third is the promotion of sport to the public in order to increase participation. When the promotion is about increasing participation amongst the public it is called "Grassroots Sports Marketing". To promote the products or services, the companies and associations use different channels such as sponsorships of teams or athletes, television or radio advertisement during the different broadcast sports events and celebrations, and/or advertisement on sporting venues. Street marketing of sport" which considers sport marketing through billboards on the street and also through urban elements (street lighters and sidewalks, etc.) to help promote and gain publicity during major worldwide sporting events such as the Football World Cup, the Olympic Games, the Super Bowl or the Winter Olympic Games.
Sport marketing uses marketing elements to meet the goals of a sports property
Sport marketing follow the traditional four "P"'s of general marketing Product strategies, Price strategies, Promotion strategies and Place strategies, another four "P"'s are added to sport marketing, relating to the fact sports are considered to be a service. The additional 4 P's are: Planning, Packaging, Positioning and Perception. The addition of the four extra elements is called the "sport marketing mix." One element that sport marketing takes advantage of is that athletes tend to be brand loyal and fans tend to be loyal to their favorite athletes and teams. This can be recognized through the contracts players and athletes sign with sports companies in which they get paid to wear or use their products in each game or sporting event. By doing so, the players and athletes and also their fans develop a loyalty to the products for a longer time.
Benefits of Sport Marketing
Sport marketing impulses memberships, sales, and recognition. These factors represent the biggest benefits for the companies, the athletes, the associations, the leagues, and sport event managers. Well planned, effective marketing helps to understand the customer and the marketplace. Also, informed marketing decisions help increase the company's, club's, or association's performance. Due to the status and importance in people's lives, sport is considered a profitable and sustainable marketing source.
The Marketing of Sports Teams and Events
Definition:According to different authors and organizations the marketing of sports events and teams is defined as "Designing or developing a 'live' themed activity, occasion, display, or exhibit a sporting event to promote a product, a team, cause, or organization. Which in other words it can be defined as follows: The marketing of sports events and teams is the marketing strategy which is designed or developed a "live" activity, which has a specific theme. Mostly this kind of strategy is used as a way to promote, display or exhibit different things, such as a sports team, a sport association among others. For example,in Mexico the NFL signed a contract with a Mexican movie theater, Cinemex, so some of the most important games of the event were transmitted in its different theaters. With this the NFL obtained the promotion of the event in its country and in national TV but also it obtained the possibility to promote the event at major scale in the foreign countries, which means more audience, therefore the NFL achieved the goal of promoting the sport event and the teams involved.
The Marketing of Products through Sport
'Marketing through sport' is a concept that that has been used since the 1980s but that also has increased in importance in the last two decades due to the growth and expansion that the different types of sports have enjoyed since then. "Marketing through sports" it is a marketing strategy that can be used in sports in two different ways. 1. In first order, the use of marketing and promotion can be carried out through the sport or through the sports club. In the first case, the use of marketing is under responsibility of the different sporting associations.
2. In the second case, the responsibility falls on the different sports clubs. In this manner, marketing and promotion through the sport and through the club involve sponsorship, corporate events and boxes, licensed merchandise, names and images also known as "endorsement", advertising through broadcaster, advertising such as advertising as ground signage/clothing/equipment advertising, promoting games, promoting using players/club/league or developing 'business opportunities'. The peculiarity of sports is the issue that "sport is the only entertainment where, no matter how many times you go back, you never know the ending."This singular fact is used by marketing companies as an advantage because in this way every time the audience attempts to an event several times it will perceived the advertisements again and again, therefore the marketing of sports reflects different than in other usual areas or common industries, a wide field of opportunities and diversities for the different companies which operate on this field. For Example of sports marketing through sponsorships, sports marketing through sponsorships, is the renovation of the contract between Adidas and the Mexican Football Federation (FMF). In August of this year the CEO of Adidas Herbert Hainer in companion of the president of the FMF, Justino Compeán announced the renewal of the contract in order to permit Adidas to continue producing and designing the uniform of the Mexican teams until 2018.
doc_502248246.docx