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Merchandising In Sports Marketing. Essay

2172 words - 9 pages

Merchandising is defined as all the activities having to do with the right merchandise at the right price at the right quantities at the right time in the right place with the proper controls. Marketing is the commercial functions involved in transferring goods from producer to consumer. By combining the aspects of merchandising and marketing into a sports spectrum, sports merchandising is the way professional sports teams and organizations market and deliver their products to the consumer. The vast majority of the marketing effort for sports team is accomplished through the playing of the teams' games. Professional sports are able to create an incredible amount of exposure during their games because their uniforms, team colors, and logos are on display for the course of the game to both those in attendance, and the people watching the game on television. Teams use different tactics and marketing maneuvers to increase interest and sales in their apparel. We will focus on the merchandising efforts of the National Football league (NFL), the leader in professional sports organizations in merchandising. We will look at the overall merchandising effort as well as how the league markets itself through various different avenues.When looking at the merchandising effort of professional sports teams, you must look at the top dog in this, the National Football League (NFL). Football is king in the industry for many reasons, none larger than the vast popularity and viewing of the sport. In a survey by ESPN/Chilton sports, two-thirds of all Americans consider themselves to be football fans. Maybe even more shocking is the fact that forty-three percent of all women consider themselves to football fans. When looking at the definition for merchandising, we can evaluate the NFL using the 5 "right" of merchandising. In looking at the 5 "rights," we begin with the right merchandise, or knowing what is the right merchandise for our customer. Teams in the NFL are able to run the spectrum of products carrying their respective logos on them, from Dallas Cowboys mouse pads to a Donavon McNabb Philadelphia Eagles jersey. Basically everything you can think of is sold with an NFL logo on it. This shows the incredible power of the NFL and its teams as brand names. Within the right merchandise there is certain products that can be labeled as staple goods and fashion goods. Staple goods are products that are consistent sellers, year after year. When talking about staple goods, the most obvious choice would be that of NFL team jerseys. In 2001, their were four million NFL jerseys purchased, which shows that this item is by far the greatest selling product offered by the NFL and its licensed sellers. Other examples of staple goods are hats, jackets, tee shirts, and footballs. These goods are very good sellers year after year, especially at NFL football stadiums on game days. The next "right" to look at is the right price, which is basically the final determinant in the purchase...

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