Sport Marketing: Identification of Goods/Services, Consumer Segments, and Key Messages

Running head: SPORT MARKETING
SPORT MARKETING
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2SPORT MARKETING
Table of Contents
Introduction................................................................................................................................3
1. Identification of the three examples of goods/services..........................................................3
2. Analysis and identification of possible consumer segment...................................................4
2.1 Hopasports........................................................................................................................4
2.1.1 General Consumer market.........................................................................................4
2.1.2 Three Possible consumer segments...........................................................................5
2.2 Global Sports Foundation.................................................................................................6
2.2.1 The general Consumer Market..................................................................................6
2.2.2 Three Possible Consumer segments..........................................................................6
2.2.3 Alternative target customer market............................................................................6
2.2.4 Welfare Missions of Global Sports Foundation........................................................6
2.3 Challenged Athletes Foundation......................................................................................7
2.3.1 General Consumer Market.........................................................................................7
2.3.2 Three possible consumer market...............................................................................7
2.3.3 Alternative market.....................................................................................................8
3. Key messages for each target market.....................................................................................9
Conclusion................................................................................................................................10
Reference List..........................................................................................................................11

3SPORT MARKETING
Introduction
This report introduces the market credentials and the business way about of the three
organisations, namely Hopasports, Global Sports Foundation of the USA and the Challenged
Athletes Foundation in Australia. In the next part, the potential customer base, as well as the
welfare schemes of these foundations, have been specified in detail. In the last part, the key
messages summarise the working prospect of the respective organisations.
1. Identification of the three examples of goods/services
The first organisation that is going to be focused upon is the Hopasports
organisation. This is a sports fundraising trust whose principal activity is to organise
sports events over various parts of the world. The price collected from the sale of tickets at
the various venues where the events take place are contributed towards the welfare of
society. One recent activity of Hopasports is the organisation of The Ropa-run event in the
Netherlands. This was a fundraising event where the people could participate in a semi-
marathon for amateurs with a nominal price money. This event gathered sponsorship value of
USD $2.5 million. Along with that about1 million people watched the event live and more
than 2 billion watched it lie on the social media channels which shot the event, live
(Hopasports.com, 2018). The prize money won by the participants are mostly contributed to
social welfare. However, other than that, the ticket values gathered, along with the
sponsorship fees and revenue generated from the social media are channels were given for
charitable activities. Holiday trips were organised for 1822 cancer sufferers out of the money
(Hopasports.com, 2018). The wealthy charitable foundation Dubai Cares is the main funding
line of this organisation.
The next organisation to be focused upon is the Global Sports Foundation of USA.
This is a foundation that auctions sports goods used by famous sports celebrities. The fund

4SPORT MARKETING
raised from the auctions are handed out to various African and South American social welfare
trusts that provide financial aid to support the treatment of cancer affected and Alzheimer's
affected children (Globalsportsfoundation.org, 2018). This company generally gains the high
percentage of corporate sponsorship. This implies, for evidence, if Serena Williams is playing
an ATP series with a certain Yonex Tennis racket, she might be asked by Yonex to donate a
Yonex racket with her signature that she has used for the tournament.
The last organisation under focus is the Challenged Athletes Foundation in Australia. This
is a typical organisation that manufactures typical sports goods for the physically challenged
athletes, both established and aspirants. Last year, this organisation provided 1600 hand
cycles to para-athletes and mono skies to another 1200 athletes (Challengedathletes.org,
2018). The athletes are chosen by the organisation after a survey conducted by the Nielsen
group. In fact, the company keeps a track of the athletes whom they give the equipment and
also monitors the practice of those athletes.
Once in a year, the organisation organises a Paralympics with selected 1000 athletes
with disabilities.
2. Analysis and identification of possible consumer segment
2.1 Hopasports
2.1.1 General Consumer market
The customer market of the Hopasports organisation is very large. This is basically a global
NGO. They tie up with organisers of various sports events who want to commit some CSR
activity through the sports event (Hopasports.com, 2018). Hence the general and actually the
largest group of customers are the spectators who watch the matches organised by
Hopasports. However, maximum benefit is derived by the company specifically by arranging
sports events in the USA, Canada and in the UK. Events like soccer matches, Baseball and