4-1 discussion: The five principles of sports marketing

The organization that I have selected is through the NFL or National Football League

and the specific team is the Jacksonville Jaguars. The Jaguars go way back to their start in 1995

when Jacksonville was awarded a new expansion team. Though still a young team, the Jaguars

have had early on success. They are the youngest NFL expansion team to appear in a conference

championship, and by qualifying for the playoffs during four of their first five seasons. Since

then, the team has fallen on harder times, but has stayed relevant by reinventing itself to stay

with the times and changes.

The 5 different principals that surround sports marketing are:

1.Market Segmentation

2. Relationship Marketing

3. Branding and Positioning

4. External Contingencies

5. Market Plan

The five principles of sports marketing are crucial to the Jacksonville Jaguars. When it comes to

Market Segregation, you only have to look to how they have to maneuver the Season Ticket

holders. Each Season they have to try to retain previous ticket holders, all while enticing new

season ticket holders. In a market, being Jacksonville, that is surrounded by top tier college

teams, building value to those that are already knowledgeable about football, versus those new to

professional sports would be big.

Spt 111 4-1 discussion

Introduction to Sport Management (SPT111)