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sports marketing

sports marketing I have choosen to use th XFL as a marketing vehicle for my energy/supplement bar. The XFL has been able to position itself as a fast paced hardcore football league. The nature of the leage would compliment the nature of my product in that people will assosiate my product with the action on the field. The league is focusing on a younger active audience and that is the same target market that I am looking to reach with my product. The high awareness and anticipation for the league makes this an ideal time for my product to be introduced to the market. The XFL is trying to position itself in the sports entertainment market as a compliment to the NFL. They are not going to engage in direct competition with the NFL. Instead they are planning on playing their season during the NFL offseason and act as a minor league for NFL hopefuls. The XFL is hoping to motivate these players by offering them bonus incentives for winning and making great plays. They are starting off with an eight teamleague that is scheduled to play ten games from February to April. The teams which are in New York, Memphis, Chicago, Birmingham, Las Vegas, Orlando, and San Fransisco. The XFL is trying to attract two groups of people as their main audience, football fans looking to extend the NFL season and young people who might not watch much football right now. They are targeting these viewers with a more fast paced and controvercial style of football. They are going to have microphones on everyone so that they can hear what players are saying to eachother. They are hoping that this will add some excitement to the action on the field. They are going to encourage trash talking, endzone celebrations, and make the cheerleaders more involved in the game through interviews and their constant presence on the television. This is directly aimed at the younger audience and directly plays off the success that the WWF has had at attracting this audience. The second group of people that the league is trying to attract is the avid football fan who is looking to extend the NFL season beyond the Superbowl. They are hoping that these people will also be receptive to the changes that the XFL has made to the game but they also realize that it may turn off some of the older viewers. They are also trying to get some of college footballs fan base by attracting some of colleges best players by virtually guaranteeing immediate playing time. Through taking college stars they solve one of their major problems of name recognition. The XFL will also provide these players with a sort of tryout for many NFL teams that may be unsure of the players talent level. The XFL is trying to make the league more fun for the fans attending the games through audience participation, fireworks, and other gimmicks intended to encourage fan involvement. The cost of the games is cheaper than that of the NFL with season ticket prices at around $150 for the five home games. This pricing strategy is intended to attract more people to the stadium and fill the stands for television purposes. The XFL has scheduled its season so that it will not be in competition for airtime with the NFL, but the are somewhat in competition for players. Players who are not really going to make a big impact in the NFL may choose the XFL so that they can have a big name and possible endorsement deals. Competing with the XFL in the way of an audience is other college and proffesional sports. College basketball ends its season in March with it's national tournament. This tournament and the other conference tournaments generally attract a large audience on television which is made up of primarily the same young audience that the XFL is targeting. The NBA is also at the height of its season at this time and baseball is just getting under way. The change of the season from winter to spring also gives people more options especially in the younger market that they are targeting. The XFL has used the success of the WWF to base it's promotional campaign. With commercials based on players running through explosions and cheerleaders running around the locker room naked they have engaged in an risky advertising campaign that is intended to stick in the minds of viewers whether they like the commercial or not. They also have a tremendous advantage in that they already have their target audience watching their WWF telecast. They can use this to create awareness of the league and promote it by linking the two together through promotional events. This could also backfire in that the NFL fan may be turned off by the leagues association with the WWF Bibliography:

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