Sport Marketing Plan: Panthers

Sara Allen, Dija Cobb, Jack Grzybek, Nick Joyner, Amber Neely, Devin Rose

MASM 557 - Sport Marketing

Professor Dawson

December 4, 2017
Executive Summary

● Located in the heart of a growing metropolitan area

● Uniquely positioned in uptown to take advantage of a Charlotte metro area that has just two major professional
franchises
● The Panthers are the most visible sports team in the state
● By targeting fans in the 18-29 age demographic, as well as attracting more and more females to Panther games,
our marketing objectives will expand our reach
● Our goal is to be a nationally recognized brand, as well as cultivate a younger and wider fan base.
Introduction

● The Panther logo that sits atop the entrance of Bank of America Stadium distinctly stands out, even from miles
away
● Fans can be proud of the fact that the Panthers have committed to Charlotte and Bank of America Stadium by
improving the venue with a five-year, $180 million dollar renovation
● Pro football is overwhelmingly (33%) the favorite product of adults who follow multiple sports (Harris Poll, 2016.)
● The Atlanta Falcons are over four hours away from Charlotte and the second closest team, the Washington
Redskins, are over five hours away. Our product has great demand and very little nearby competition
Introduction (continued)

● Marketable faces such as linebackers Luke Kuechly and Thomas Davis represent a blue-collar attitude that give
the Panther franchise an identity
● Luke Kuechly has become synonymous with CPI Security as the home security company’s official face
● Linebackers Thomas Davis and Shaq Thompson have become spokesmen for Ram Trucks, often advertised on
Charlotte sports-talk radio
● Cam Newton is an Under Armour athlete

● The Carolina Panther brand and it’s players are in front of consumers through a variety of mediums on a daily basis
 Mission Statement
“ The mission of the Carolina Panthers is to be a leading competitive franchise among National Football League
competitors superseding expectations both during and outside of competition. The Carolina Panthers strive to
provide an inclusive, inviting, and entertaining fan experience by extending the best possible service, products,
and values to our fans while also serving our surrounding communities upholding our commitment to being “Two
States. One Team.”.”
Business Objectives

1. To increase year over year revenue and max out attendance.

2. To retain and expand the core fan base.

3. To revitalize the in-game fan experience.

4. To cultivate community relations.

Situational Analysis
● Economic Climate
○ Located in Charlotte, NC.
○ Ranked #7 on Forbes list for best places for business & careers.
○ Ranked #51 in cost of doing business.
○ Ranked #21 in Job growth
○ Ranked #60 in education
■ Metro Population= 2,479,600
■ Median Household= $68,034
■ Median Home Price= $219,000
■ Unemployment Rate= 4.3%

● Financial Status of The Panthers

○ Carolina Panthers are Ranked #21 on Forbes 2017 list of Most Valuable teams.
■ Valued for $2,300 Million
■ Revenue= $385 million
■ Player Expenses= 168 million
■ Operating Income= $102 million
● Demand Trends
○ Fan Attendance, Ticket sales
■ Fan experience
● Competitors
○ Other NFL teams
○ Nearby Professional teams
■ Charlotte Hornets, Charlotte Checkers
Consumer Information

● Fan Demographics
○ Age (Marzilli, 2016)
○ Gender (Marzilli, 2016)
○ Location (Sharf, 2017)
○ Education
○ Household Type
● 10th Best Fan Base
● Social Fan Base (Igoe, 2016)
● Brand Preferences
○ Fast Food
○ Beer
SWOT Analysis

● Strengths
○ Existing distribution and sales networks, high growth rate, skilled workforce, domestic
market, experienced business units, location, increasing revenue
● Weaknesses
○ Investments in research and development, high loan rates, Cam Newton’s mouth
● Opportunities
○ Growing economy, venture capital, new products and services, new acquisitions, new
markets
● Threats
○ Increase in labor costs, technological problems, location (i.e. other sports teams in the area)
Marketing Strategies
● Target Market
○ Gender demographics of Carolina Panther fans in 2016:
■ Male- 49%, Female- 51%
○ Age demographics:
■ (18-29): 23%, (30-44): 29%, (45-64): 34%, (65+): 14%
● Product
○ A general Panthers game
● Pricing Strategies
○ An average price to attend a Carolina Panthers game ranges from $64.43 to $228.44.
○ Dynamic Pricing
■ Panthers vs Cowboys example, Panthers vs Dolphins example
Marketing Strategies (Continued)

● Location for Games

○ Bank of America Stadium
○ Tickets sold through ticketing office, website, and third-party online ticket sales
● Promotion of Games
○ Bank of America Stadium (big Panthers logo as you drive into city)
○ Social media
○ Billboards (season tickets), ads on local radio & television stations
○ Use of autograph signings, school nights, youth football nights
● Corporate Sponsorships
○ WIIFM - promote team value, revenue, annual economic impact, average game attendance
○ Organization that align with goal: growing the market share with an energetic, youthful age
range
Methods of Evaluation

● Sales and Attendance data

● Renewal rates
○ Season tickets
○ Sponsorship
● Exposure
○ Brand awareness
○ Social media
■ 2 posts per day
■ 60/40 mix (Collums, personal communication, 2017)
Methods (continued)

● Open rates
○ Email- 1 per week
○ Click-throughs on web pages (Collums, 2017)
● Surveys
○ Multi-purpose
○ Cost effective
● Customer Relationship Management
○ Ticketmaster Archtics
○ Personalization of marketing materials (Collums, 2017)
Implementation Timeline

Jan- Mar Apr-Nov Nov Nov

2018 2018 2018- 2018-
Jan 2019 Jan 2019

Hosting High School Pop Warner Super

Fan Surveys Player Takeovers State Championships Bowl

Interview fans and ask them Snapchat/Instagram Deck the kids out with Similar to the Little League
to vote on their favorite takeovers from elected Panthers gear and have World Series, but with
players, could also use jersey favorites. players show up to watch, football.
sale information etc.
 Works Cited (A-D)
A demographic profile of league and team fans. (2002, April 15). Retrieved November 14, 2017, from sportbusinessdaily.com:

http://www.sportsbusinessdaily.com/Journal/Issues/2002/04/20020415/Special-Report/Ademographic-Profile-Of-League-And-Team-Fans.aspx?hl=Wendys%20International%20Inc&sc=0

Association of National Advertisers. (2013, November 13). Research Report: 2013 ANA

sponsorship and event marketing measurement survey, 2nd edition. Retrieved from: www.ana.net/miccontent/show/id/rr-2013-sponsorship-and-event-mkting-measurement-survey

Advisorgate. (2016). Carolina Panthers - SWOT analysis. Strength, Weaknesses, Opportunities, Threats for over 40,000+ companies and industries. Retrieved from Advisorgate.com:

http://swot.advisorgate.com/swot-c/7522-swot-analysis-carolina-panthers.html\

Carolina Panthers average attendance 2008-2016 | Statistic. (n.d.). Retrieved November 14, 2017, from Statista: https://www.statista.com/statistics/249641/average-home-attendance-of-the-carolina-

panthers/

Carolina Panthers Have NFL's Fastest-Growing Social Fanbase. (2015, December 16). Retrieved November 14, 2017, from Adweek: http://www.adweek.com/digital/carolina-panthers-have-nfls-

fastest-growing-social-fanbase/

Carolina Panthers revenue 2001-2016 | Statistic. (n.d.). Retrieved November 14, 2017, from Statista: https://www.statista.com/statistics/195242/revenue-of-the-carolina-panthers-since-2006/

Carolina Panthers Single Game Tickets. Retrieved from:

http://www.panthers.com/tickets/single-game.html

Community. (n.d.). Retrieved November 27, 2017, from http://www.panthers.com/community/play-60.html

 Works Cited
DeVault, G. (n.d.). What You Are Missing If You Don't Have Marketing Information System. Retrieved November 27, 2017, from https://www.thebalance.com/what-is-a-marketing-information-
system-mis-2296892

Forbes. (2017). Sports Money: 2017 NFL Valuations. Retrieved from:

https://www.forbes.com/forbes/welcome/?toURL=https://www.forbes.com/teams/carolin

a-panthers/URL=https://www.google.com/&referrer=https://www.google.com/

Forbes. (2017). The Best Places For Business and Careers. Retrieved from:

https://www.forbes.com/places/nc/charlotte/

Harris Poll, The (2016). Pro Football is Still America’s Favorite Sport. Retrieved from:

http://www.theharrispoll.com/sports/Americas_Fav_Sport_2016.html

Igoe, S. (2016, July 13). Panthers' fan base ranked 10th in NFL. Retrieved November 14, 2017, from CBSSports.com: https://www.cbssports.com/nfl/news/panthers-fan-base-ranked-10th-in-nfl/

Marzilli, T. (2016, March 02). Marketing Profiles Of Denver Broncos & Carolina Panthers Fans. Retrieved November 14, 2017, from YouGovBrandIndex:

http://www.brandindex.com/article/marketing-profiles-denver-broncos-carolina-panthers-fans

Mullin, Bernard J., Hardy, Stephen, & Sutton, William A. (2007). Sport Marketing (3rd ed.).

Champaign: Human Kinetics.

 Works Cited
Rishe, P. (2012). Dynamic Pricing: The Future of Ticket Pricing in Sports. Retrieved from:

https://www.forbes.com/sites/prishe/2012/01/06/dynamic-pricing-the-future-of-ticket-pri

Sharf, S. (2017, February 10). Charlotte-Concord-Gastonia, NC-SC - pg.20. Retrieved November 27, 2017, from https://www.forbes.com/pictures/ffgh45femlk/19-charlotte-concord-ga/#4153a5703d98

Stadium. (n.d.). Retrieved November 27, 2017, from http://www.panthers.com/stadium/facts.html

Statista. (2017). The Carolina Panthers. Retrieved from Statista The Statistics Portal: https://www.statista.com/search/?q=Carolina+Panthers

Strickland, B. (2016). Panthers Named Economic Growth Champion. Retrieved from:

http://www.panthers.com/news/article-2/Panthers-named-Economic-Growth-Champion/8

202cfd4-3de8-458b-9718-9d88201ab2a3

Thomas, S. (2015). Reach a Younger Audience, Marketing to Millennials. Retrieved from:

http://blog.wsi-emarketing.com/reach-younger-audience-marketing-millennials/

Ticketmaster. (No date). Retrieved from:www.ticketmasterevents.com/ticketmaster-products/.