New Sports Marketing Challenge fills a gap in the market

In an environment of increasing competition between sports codes for sponsorship, government funding, players and spectators, sports organisations now require increased professionalism which includes the application of marketing knowledge.

The University Of Wollongong's Faculty of Commerce recognises this gap in the market and the need for skilled marketing professionals to guide sporting organisations through this environment. Hence, the faculty has developed a subject to meet this need -- 'Sports Marketing' which will be offered for the first time in March 2010.

"This is an exciting new subject development for the University", said Greg Kerr, one of the subject's developers and lecturers. "The Illawarra is known for a range of sports and boasts great facilities, successful teams and individual athletes."

“It is an excellent opportunity for students and sports organisations as the subject includes a practical component called the Sports Marketing Challenge. This will require students to work on a marketing problem identified by a range of participating sporting organisations.”

Marketing challenges the students might encounter include designing market research; increasing ‘at-game’ patronage, or facility usage; improving marketing communications to a particular market segment; increasing customer satisfaction; enhancing the game 'experience'; or conducting a stakeholder analysis.

"The Sports Marketing Challenge offers sporting organisations an opportunity to support local students' studies and gain extra assistance with a particular marketing problem they are facing," according to Alan Pomering, who is co-developing and lecturing on the subject.

Sports clubs or organisations wishing to participate in the Sports Marketing Challenge are encouraged to contact Ms Arava Riemer in the Faculty of Commerce on 4221 5314.

Media seeking further information should contact Alan Pomering on 4221 4049.