Sport Marketing Analysis: Consumer Segments and Key Messages Report

This report analyzes the market strategies of three organizations: Hopasports, Global Sports Foundation of the USA, and Challenged Athletes Foundation in Australia. It identifies potential consumer segments for each, including spectators, wealthy donors, and athletes with disabilities. The report details the welfare schemes supported by these foundations, such as providing aid to cancer patients and supplying sports equipment to para-athletes. Key messages for each target market are outlined, focusing on fundraising events, auctions of sports memorabilia, and specialized sports equipment. The analysis highlights the importance of understanding consumer motivations and tailoring marketing efforts to specific segments within the sports industry, emphasizing the role of corporate sponsorship and government support in achieving organizational goals. Desklib provides access to similar solved assignments and study tools for students.

Running head: SPORT MARKETING
SPORT MARKETING
Student’s Name
University Name
Author’s Note

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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

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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

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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

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Wrestling make the maximum gross. For specimen, events organised in the USA raises fund
equivalent to $2 to 8 Billion USD approximately (Hopasports.com, 2018).
2.1.2 Three Possible consumer segments
Other than that, charitable sports events are also organised by special request of the wealthy
businessmen of the Middle East countries. One alternative target market of Hopasports
comprise of the spectators who watch the matches on television or online (Hopasports.com,
2018). About 30 to 40% of the revenue generated by the company comes from television or
online customers.
2.1.3 Alternative Target Customer Market
The customers who book the ticket for such charitable trusts, online, are, as per the
ideas of Hull & Kim (2016), requested to add USD $0.90 for the welfare fund of Hopasports.
This is also another source of revenue for Hopasports.
Main Group of Customers
The largest group of customers are the spectators who watches the matches
organised by Hopasports
Other Target Customer groups
1. Baseball and Wrestling makes the maximum gross. For specimen, events organised in USA raises fund
equivalent to $2 to 8 Billion USD approximately.
2. Charitable sports events are also organised by special request of the wealthy business men of the Middle
East countries
Alternative Group of Customers: One alternative target market of Hopasports comprise of the spectators
who watches the matches on television or online (Hopasports.com, 2018). About 30 to 40% of the
revenue generated by the company comes from television or online customers. The customers who books
the ticket for such charitable trusts, online, are, as per the ideas of Hull & Kim (2016), requested to add
USD $0.90 for the welfare fund of Hopasports. This is also another source of revenue for Hopasports.

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Figure 1: Target Customers for the company
(Source: Hopasports.com, 2018)
2.2 Global Sports Foundation
2.2.1 The general Consumer Market
In case of Global Sports Foundation, the potential customers are the premium auction visitors
who are mainly the rich businessmen of the Middle East or Europe, business directors of the
frontline American companies and also Hollywood celebrities (Wichmann & Jarvis, 2014).
These are the market population who pay $30 to $50 million for the sporting merchandise of
famous sportsmen which comes up for auction.
2.2.2 Three Possible Consumer segments
A specific group of customers is also comprised of the people who watch such
auctions online. For every online streaming of the auction video, $0.20 is rewarded to the
organisers of the auctions by YouTube, VuClip and other frontlines live video streaming
sites. The company also have various sports products manufacturers like Yonex, Kookaburra,
Larson’s, and so on as their franchise in CSR (HALL, PASCOE & CHARITY, 2017). The
sports celebrities who use the products of these companies are often requested to provide
their signed products for auction.
2.2.3 Alternative target customer market
Alternative market for the company are the online auction portals where the products
that comes up for auction are sold at three to four times higher price than physical auction
sales.
2.2.4 Welfare Missions of Global Sports Foundation
Australian and New Zealander cancer patients are mostly prioritised by the company
(Globalsportsfoundation.org, 2018). In fact, this suits their mission also, since Australia is

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globally ranked first in terms of having cancer affected patients, followed by New Zealand,
Hungary and also Belgium (Globalsportsfoundation.org, 2018). However, the company also
provides treatment aid for cancer affected patients of the third world countries like India,
Thailand, and Indonesia and so on. Although the organisation do not give direct aid to the
cancer patients of the European countries, they conduct various PR campaigns in unison with
the Red Cross and UNICEF (Globalsportsfoundation.org, 2018).
The campaigns are mostly conducted in the countries like Denmark, the Netherlands,
and Ireland and so on. In South Korea, last year, 1000 cancer patients were given allowances
for full body blood transplantation (Brady et al. 2017). The company also have self-funded
treatment centres for proper treatment of cancer patients. The customers availing treatment
from those centres get facility at a highly competitive price.
2.3 Challenged Athletes Foundation
2.3.1 General Consumer Market
The last organisation that is Challenged Athletes foundation works in close quarters
with the athletes with disabilities. Athletes of various genre receive artificial limbs and
specialised sports equipment from the organisation’s end that enables them to participate in
Paralympics. There are a lot of revenue sources and potential customers of the firm. In fact, it
would be best to classify them as the external stakeholders. The first group of target
customers are the athletes all over the world who purchase the sports goods from the
company (Challengedathletes.org, 2018). This group constitutes the mainstream revenue
channel for the company.
2.3.2 Three possible consumer market
Other than that the sponsors of the annual national Paralympic event, as well as the spectators
of the event, are other two sets of potential customers (Pereira, 2016). Another potential

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customers’ group is the international Olympic Federation who gives bulk order for sports
goods from the company.
2.3.3 Alternative market
Lastly, the government of various nation states who buy products from them are an
alternative source of revenue for them.
Target Customers Categorisation
Customers of special sports equipment for
the disabled athletes all over the world
This is the most potent group of target
customers and accounts for 60 to 70% of the
revenue generated by the company
Spectators of the Paralympic event
organised by the company
This is the second most important target
group. Approximately $10 to $15 USD is
accumulated from every season of the
Paralympic event organised by the
company. The revenue generated from the
title sponsors of the events is another source
of revenue in this context.
National governments who provide the fund
to the company
This is a minor source of revenue.
Online spectators who stream the
Paralympic event organised by the company
This is an emerging group of target
customers.
Table 1: Classification of the target customers’ groups of Challenged Athletes
Foundation
(Source: Developed by the researcher)

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3. Key messages for each target market
Figure 1: Key message for the Hopasports organisation
(Source: Hopasports.com, 2018)
Figure 2: Key message for the Global Sports Foundation
(Source: Globalsportsfoundation.org, 2018)
The main target of the
company are the
various diseaesed
people nd financially
backward people. two
primary exampes are
the backward
communities of the
indigenous section and
the victims of cancer
The potential
customers
comprise of the
spectators of the
sports matches
The general
market for the
Hopsports
comprise of the
event management
committee and the
corporate bodies
who are the chief
organisors of the
sports events
This
organisation
serves the cancer
affected patients
and takes up
their financial
liabilities of
treatment
The primary
customer base of
the organisation
comprises of rich
businessmen of
the middle east
and Europe
The Global
Sports
foundation is an
entity that have
the various
popular global
auction houses
as their revenue
base

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Figure 3: Key message for the Challenged Athletes Foundation
(Source: Challengedathletes.org, 2018)
Conclusion
Various products/services are made available in the market by the above mentioned
companies. The sports professional agencies and the corporate groups, as well as the
government agencies, are the chief stakeholders of the three entities. Innovative products like
specialised sports kit for various disabled athletes are manufactured by one organisation.
Again, the network of all three organisations are well connected and they enjoy the support
from the corporate and government agencies as well.
The principle target of
this welfare group are
the segment of diasbled
athletes who purchses
products from the
company at less price
The customer base of the
organisation
manufactures specialised
plastic limbs and other
sports equipments for
the partially disabled
athletes.
The challenged athletes
founation have
customers from various
parts of the world which
includes wholesalers and
potential para-athletes
aged between 18 to 44

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Reference List
Brady, O., Nordin, M., Hondras, M., Outerbridge, G., Kopansky-Giles, D., Cote, P., ... &
Hurwitz, E. L. (2017). Global Forum: Spine Research and Training in Underserved,
Low and Middle-Income, Culturally Unique Communities: The World Spine Care
Charity Research Program's Challenges and Facilitators. The Journal of bone and
joint surgery. American volume, 98(24), e110-e110.
Challengedathletes.org, (2018). EMPOWERING THE ATHLETE IN US ALL. Retrieved on
28th September 2018. Retrieved from https://www.challengedathletes.org/
Globalsportsfoundation.org, (2018). About Us. Retrieved on 28th September 2018. Retrieved
from http://globalsportsfoundation.org/
HALL, M., PASCOE, D., & CHARITY, M. (2017). Career direction or re-direction: The
impact of work-integrated learning on exercise and sports science students. In
Refereed Proceedings of the 20th WACE World Conference on Cooperative and
Work-Integrated Education, 2017, Chiang Mai, Thailand.
Hopasports.com, (2018). About Us. Retrieved on 28th September 2018. Retrieved from
https://www.hopasports.com/en
Hull, K., & Kim, J. K. (2016). How Major League Baseball Teams Are Demonstrating
Corporate Social Responsibility on Instagram. Sports Journal.
Pereira, W, (2016). Things to do in UAE on April 5. Retrieved on 28th September 2018.
Retrieved from https://gulfnews.com/leisure/events/things-to-do-in-uae-on-april-5-
1.1703916

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Wichmann, A., & Jarvis, N. (2014). Commitment, expertise and mutual recognition:
oscillating sports tourism experiences of performing and watching at the World
Gymnaestrada. Journal of Sport & Tourism, 19(3-4), 257-280.