Bringing the Speedball World Cup to the United States Sports - - PowerPoint PPT Presentation

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Bringing the Speedball World Cup to the United States Sports Marketing Fall 2011 Simon Stuchlik Mike Hustava Kaleb Cypher Kyle Anderson Introduction Speedball = T eam Handball Semi-Annual Event Compatible, but unknown in America

SLIDE 1

Bringing the Speedball World Cup to the United States

Simon Stuchlik Mike Hustava Kaleb Cypher Kyle Anderson

Sports Marketing

Fall 2011

SLIDE 2

 Speedball = T

eam Handball

 Semi-Annual Event  Compatible, but unknown in America

Introduction

SLIDE 3

Mission

Our mission is to bring people from around the world together to celebrate the sport of Speedball (formerly known as team handball) through the Speedball World Cup, hosted in the U.S. North East. In doing so, we strive to establish Speedball among American sports consumers by bringing the world’s best players into the country to compete in front of U.S. fans.

SLIDE 4

Objectives

 Organize a well-functioning event  Raise awareness of Speedball in U.S.  Expand the market  Establish Speedball among major

sports (Participation; watching)

SLIDE 5

SWOT Analysis

 Strengths

Novelty
Pace of Game
Name Change
Large fan Base

 Weaknesses

Unknown Sport
Name Confusion
Lack of U.S. Athletes

 Opportunities

Established

Venues

Popular Gym Sport
Similar Sports Exist

 Threats

Saturated Market
Weak Economy
Cultural Differences

SLIDE 6

Understanding Consumer Needs

 Conduct surveys to determine

prior knowledge of Speedball

 Interests, Motivations,

Demographics

 Possible to create interest based on

what sports consumers follow

SLIDE 7

Consumers as Participants

 Find a way for Speedball to satisfy

participants needs

Exercise, Competition, Socialization, etc.

 Provide information search resources

Marketing, Experiential, etc.
Address risks

 Playing leads to greater interest

Desire to watch, experience game at pro level

(World Cup)

SLIDE 8

Consumers as Spectators

 Understand motivations for

attending/watching

Fan, Entertainment, Pageantry, Family time

 Demonstrate how Speedball fills

various motivations

 Limited knowledge/fan base in U.S.

provides challenge to marketers

SLIDE 9

 Demographic

Lower to Middle Income Families

 Psychographic

Prior Knowledge & Interest in U.S. Sports

 Geographic

Urban Environments in the North East

Market Selection: Segmentation

SLIDE 10

Market Selection: Targeting

 Sizable

City Sizes

 Reachable

TV, Internet

Availability

SLIDE 11

Market Selection: Positioning

Lack of Physicality Speed & Physicality Difficult to Learn & Play Easy to Learn & Play

Speedball

SLIDE 12

Marketing Mix: Product

 Introduction of new sport  Gaining knowledge of a new sport  Unknown Brand logo

SLIDE 13

Marketing Mix: Promotion

 Raw Advertising Campaign  Detailed Promotion Mix  Consideration

Setting goals
Target Market
Deciding on a

Budget

SLIDE 14

Sponsorships

 Vast Opportunities

Venues
Competition Rounds
Apparel

 Attraction for small and large

companies

 Expansion for companies’ existing

product lines

SLIDE 15

Marketing Mix: Pricing

 Unknown, fans lack knowledge  Price for event between $15-$40

Higher prices for later rounds

 Eventual price increase due to:

TV advertising
Celebrity all star game

SLIDE 16

Marketing Mix: Place

 U.S. North East region

Majority of fan traffic from Europe
Reduce travel costs

 Verizon Center  Madison Square Garden

Finals and Semifinals; ‘Final Four’

SLIDE 17

Implementation & Control

 Implementation:

Versus Network
Fan tryouts
Athlete Sponsorships

 Control:

Increased awareness and understanding
Brief survey