TYBMS SEM-6 Sports Marketing (November 2025 Question Paper with Solutions)

 Paper/Subject Code: 86015/ Elective: Marketing: Sports Marketing

TYBMS SEM-6 

Marketing: 

Sports Marketing 

(November 2025 Question Paper with Solutions)

Note: 

i) All questions are compulsory

ii) Figures to the right indicate full marks

All Questions are compulsory and carry equal marks

Q.1 (A) Fill in the blanks (solve any 8):        (8 Marks)

1. Celebrities add __________ quotient at events.

a. Emotional

b. Glamour

c. Spiritual

d. Out casting

2. The Involvement of ________ stage is maximum in sports

a. Infancy

b. Retirement 

c. Youth

d. Old People

3. Video, games, tickets music etc. are the _________ element of the sports Product.

a. extended

b. Core

c. Crucial 

d. Negative

4. The Consumer perception about the Brand is Brand ________.

a. Equity 

b. Image

c. awareness

d. spontaneous

5. _________ are a form of advertising that uses famous personalities or celebrities.

a. Endorsement

b. Contest

c. Premium

d. Demand

6. ________ are items given away with the sponsor's product as part of the sales promotion.

a. Premium

b. Sweepstakes

c. Coupon

d. Negative

7. ________ is standard wording agreement that can be reused over and over without change.

a. Boiler Plate

b. General

c. Broadcast

d. Ambush

8. ________ aspect of the agreement, will describe the geographical are within which the agreement is relevant.

a. Tenure

b. Territory

c. Parties

d. Termination

9. The ________ may also be referred to as Bricks and Mortar.

a. Retailer

b. Wholesaler

c. Distributer

d. Franchise

10. Sports Event have _________ the Consumption Since they are Produced and Consumed at the same time.

a. Simultaneous 

b. Uniform 

c. Delayed

d. Certainty

Q.1 (B) True or False (Solve any 7):            (7 Marks)

1. Events Like Olympics and selective appeal

Ans: True

2. The Result validity of sports research is for Long Span of time

Ans: False

3. Pricing strategies vary throughout the stages of the Product Life Cycle

Ans: True

4. The Perception of a sports brand can also be created with its sponsors

Ans: True

5. Ideas that are Common in Consumers mind are used in sticky branding

Ans: True

6. Sponsorship are supposed to benefit both parties.

Ans: True

7. Value in Kind is the monetary benefit a sponsor may provide the Rights Holder

Ans: False

8. Franchisee has no right to use the Franchisor ideas names and logo

Ans: False

9. Building strong relationships with fans is crucial for long-term success in sports marketing

Ans: True

10. Products defines the appropriates format and media for promotion

Ans: False

Q.2) A) Discuss the Characteristics of Sports Marketing? 

Meaning of Sports Marketing

Sports marketing refers to the use of marketing principles and techniques to promote sports events, teams, athletes, sports products, and services. It aims to attract fans, increase participation, generate revenue, and build strong relationships with consumers.

Characteristics of Sports Marketing

1. Intangibility

Sports marketing involves experiences and emotions that cannot be physically touched or tested before consumption. For example, the excitement of watching a live cricket match is intangible.

2. Perishability

Sports events are perishable in nature. If a ticket for a cricket match remains unsold before the match begins, the opportunity to sell that ticket is lost.

3. Inseparability

Sports events are generally produced and consumed simultaneously. For example, spectators watch and experience a football match while the players perform on the field.

4. Variability

The quality and experience of sports events may vary depending on players' performance, weather conditions, competition, and venue. Every match can provide a different experience.

5. Emotional Attachment

Sports marketing creates strong emotional connections between fans, teams, and athletes. Fans often support their favourite teams even during difficult periods.

6. Unpredictability

The outcome of a sporting event cannot be guaranteed. An underdog team may defeat a stronger team, which creates excitement and interest among spectators.

7. Sponsorship and Endorsement

Sponsorship and celebrity endorsements are important characteristics of sports marketing. Companies sponsor teams, tournaments, and athletes to promote their brands. For example, a sportswear company may sponsor a cricket team.

8. Wide Audience Reach

Sports events attract audiences from different age groups, regions, and social backgrounds. Major tournaments such as the Olympics and the Cricket World Cup reach millions of people.

9. Brand Building

Sports marketing helps companies develop brand awareness, brand image, and brand loyalty. Associating a brand with a successful athlete or popular team can improve its reputation.

10. Revenue Generation

Sports marketing generates revenue through ticket sales, broadcasting rights, sponsorships, merchandise, advertisements, and licensing.

11. Fan Engagement

Sports marketers use social media, fan clubs, mobile applications, contests, and interactive campaigns to build relationships with fans and encourage their participation.

12. Product and Service Diversity

Sports marketing includes the promotion of various products and services, such as sports equipment, clothing, footwear, fitness services, tickets, broadcasting, and sports tourism.

B) Explain the Decision making Process for Sports Involvement?

Meaning

The decision-making process for sports involvement refers to the various stages through which an individual decides to participate in sports, watch sports events, support a team, or purchase sports-related products and services.

This process is influenced by personal interests, family, friends, income, health, social factors, and promotional activities.

Stages of the Decision-Making Process for Sports Involvement

1. Need Recognition

The process begins when an individual recognises a need or desire to become involved in sports. This need may arise from a desire to maintain fitness, enjoy entertainment, achieve recognition, or spend time with friends.

Example: A person decides to join a gym to improve physical fitness.

2. Information Search

After recognising the need, the individual collects information about available sports, clubs, facilities, events, or equipment. Information may be obtained from the internet, social media, advertisements, friends, and family.

Example: A student searches online for a nearby football coaching academy.

3. Evaluation of Alternatives

The individual compares different options based on factors such as cost, quality, location, facilities, reputation, convenience, and personal preferences.

Example: A person compares the fees, timings, and facilities of different fitness centres before joining one.

4. Decision to Participate

After evaluating the alternatives, the individual selects the most suitable option and decides to participate in a sports activity or attend a sports event.

Example: A student enrols in a cricket coaching class after comparing different academies.

5. Actual Participation

At this stage, the individual begins participating in the selected sports activity or consumes the sports product or service.

Example: The student regularly attends cricket coaching sessions or purchases a ticket to watch a cricket match.

6. Post-Participation Evaluation

After participating, the individual evaluates the experience and determines whether it meets their expectations. Satisfaction may lead to continued involvement, loyalty, and recommendations to others. Dissatisfaction may lead the individual to discontinue participation or choose another option.

Example: If a student is satisfied with the coaching, they may continue attending the academy and recommend it to friends.

Flowchart of the Decision-Making Process

OR

C) Discuss the Advantage & Disadvantage of Internet media in Sports? 

Meaning of Internet Media in Sports

Internet media in sports refers to the use of online platforms such as websites, social media, live-streaming services, mobile applications, and online news portals to promote sports, broadcast events, share information, and communicate with fans.

Examples include YouTube, Instagram, Facebook, sports websites, and live-streaming platforms.

Advantages of Internet Media in Sports

1. Global Reach

Internet media enables sports organisations to reach audiences across the world without geographical limitations.

Example: Fans from different countries can watch the Cricket World Cup online.

2. Instant Information

Sports news, match scores, results, player statistics, and updates can be shared instantly through websites and mobile applications.

3. Cost-Effective Promotion

Internet advertising and social media promotions can be more affordable than traditional television, newspaper, and radio advertising.

4. Direct Fan Engagement

Teams, athletes, and sports organisations can interact directly with fans through comments, live chats, polls, and social media posts.

5. Live Streaming

Fans can watch matches and sporting events live through online platforms, even when they cannot attend the venue or access television broadcasts.

6. Revenue Generation

Sports organisations can generate revenue through online advertisements, sponsorships, subscriptions, merchandise sales, and paid streaming services.

7. Targeted Advertising

Internet media allows advertisers to target specific audiences based on their interests, location, age group, and online behaviour.

8. Increased Brand Awareness

Athletes, teams, and sponsors can promote their brands and build a strong online presence through digital campaigns and viral content.

Disadvantages of Internet Media in Sports

1. Internet Connectivity Problems

Poor internet connections, slow speeds, or technical failures can interrupt live streaming and prevent fans from watching events smoothly.

2. Spread of False Information

Fake news, rumours, and misleading information about players, teams, and sports events can spread rapidly online.

3. Piracy and Copyright Issues

Unauthorised websites may broadcast sports events without permission, causing financial losses to official broadcasters and rights holders.

4. Negative Comments and Trolling

Athletes and sports organisations may face online abuse, criticism, cyberbullying, and negative comments from users.

5. High Competition for Attention

A large amount of online content makes it difficult for sports organisations to attract and retain the attention of their target audiences.

6. Privacy and Security Risks

Personal information, photographs, and other sensitive data of athletes, fans, and sports organisations may be misused or exposed.

7. Dependence on Technology

Internet media depends on devices, software, platforms, and network infrastructure. Technical problems can affect the viewing experience.

8. Reduced Stadium Attendance

Some fans may prefer watching matches online rather than attending stadiums, which could affect ticket sales for certain events.

D) Explain the main Objective of Sports Sponsorship?

Meaning of Sports Sponsorship

Sports sponsorship is a marketing activity in which a company or organisation provides financial support, products, services, or other resources to a sports team, athlete, event, or sports organisation in return for promotional and commercial benefits.

For example, a company may sponsor a cricket tournament to promote its products and increase brand awareness.

Main Objectives of Sports Sponsorship

1. Brand Awareness

One of the main objectives of sports sponsorship is to increase awareness of a company's brand among sports fans and the general public.

Example: A brand logo displayed on a cricket team's jersey helps people recognise the brand.

2. Brand Image Building

Sports sponsorship helps companies develop a positive image by associating themselves with popular teams, successful athletes, and prestigious sporting events.

Example: Sponsoring an international sports tournament can improve a company's reputation.

3. Increase in Sales

Companies sponsor sports events to attract potential customers, encourage product purchases, and increase sales revenue.

Example: A sports shoe company sponsors a marathon to promote its running shoes.

4. Reaching the Target Audience

Sports sponsorship allows companies to reach specific groups of consumers based on their interests, age, lifestyle, and sporting preferences.

Example: A fitness brand sponsors a bodybuilding competition to reach fitness enthusiasts.

5. Customer Loyalty

Sponsorship helps companies build long-term relationships with customers who support a particular sport, team, or athlete.

Example: Fans may develop a positive attitude towards a brand that sponsors their favourite team.

6. Media Exposure

Sports sponsorship provides opportunities for brand exposure through television broadcasts, newspapers, websites, social media, and live events.

Example: A sponsor's logo may appear during the live telecast of a cricket match.

7. Corporate Image and Goodwill

Companies use sports sponsorship to demonstrate their commitment to sports development, fitness, youth participation, and community welfare.

Example: A company sponsors local school sports competitions to encourage young athletes.

8. Product Promotion and Demonstration

Sports sponsorship allows companies to display, demonstrate, and promote their products directly to consumers.

Example: A sports equipment company provides cricket bats and helmets to a sponsored team.

9. Competitive Advantage

Sponsorship helps a company differentiate its products and services from competitors and strengthen its market position.

Example: A brand sponsoring a popular football team may gain greater visibility than competing brands.

10. Business Networking

Sports sponsorship provides opportunities to develop business relationships with sports organisations, athletes, media companies, customers, and other sponsors.

Example: A company sponsoring a major sporting event may connect with business partners and potential clients.

11. Market Expansion

Companies can use sports sponsorship to introduce their brands into new geographical markets and attract new customer groups.

Example: An Indian brand sponsoring an international sporting event may gain recognition among overseas audiences.

12. Employee Motivation

Sports sponsorship can improve employee morale and pride in the organisation, especially when employees are invited to attend sponsored sporting events.

Q.3) A) Explain the Ethical issues in selling the Sponsorship?

Meaning of Sponsorship

Sponsorship is an agreement in which a company or organisation provides financial assistance, products, or services to a sports team, athlete, or sporting event in exchange for promotional and commercial benefits.

Ethical issues in selling sponsorship refer to moral principles and professional standards that must be followed while offering, negotiating, and selling sponsorship rights. These principles help maintain honesty, transparency, fairness, and trust between sponsors and rights holders.

Ethical Issues in Selling Sponsorship

1. Misrepresentation of Information

Sellers must provide accurate information about the event, audience size, media coverage, expected benefits, and sponsorship opportunities. Providing false or exaggerated information to attract sponsors is unethical.

Example: Claiming that an event will attract 1 lakh spectators when the expected attendance is only 20,000.

2. Lack of Transparency

All sponsorship terms, costs, benefits, and conditions should be clearly communicated to the sponsor. Hiding important information may create misunderstandings and disputes.

Example: Failing to disclose additional charges for advertising or promotional activities.

3. Conflict of Interest

A conflict of interest arises when personal interests influence sponsorship decisions. Sponsorship opportunities should be offered fairly rather than based on personal relationships or financial favours.

Example: Giving a sponsorship deal to a relative's company despite another company offering better terms.

4. Unfair Pricing

Sponsorship packages should be priced fairly according to the value of the benefits provided. Charging unreasonable amounts through misleading claims or exploiting a sponsor's lack of knowledge is unethical.

Example: Charging a small company the same price as a major sponsor without providing comparable benefits.

5. False Promises

Sellers should not promise benefits that cannot be delivered. All commitments regarding logo placement, advertising, tickets, media exposure, and promotional activities should be realistic.

Example: Promising television coverage to a sponsor when no broadcasting agreement exists.

6. Exclusivity Issues

Sponsors may pay for exclusive rights within a particular product category. Selling the same exclusive rights to competing companies without disclosure is unethical.

Example: Providing exclusive sports drink sponsorship to two competing brands for the same event.

7. Ambush Marketing Concerns

Sponsorship sellers should protect the legitimate rights of official sponsors. Unauthorised businesses should not be allowed to create a misleading impression that they are official sponsors.

Example: A non-sponsor using event-related branding to make consumers believe that it officially sponsors a tournament.

8. Bribery and Corruption

Sponsorship decisions must not involve illegal payments, personal gifts, commissions, or favours intended to influence decision-makers improperly.

Example: Offering money secretly to an official to secure a sponsorship contract.

9. Inappropriate Sponsors

Sports organisations should consider whether a sponsor's products, services, and business practices are appropriate for the event, its audience, and its values.

Example: Accepting sponsorship from a company whose products conflict with the event's youth-focused health and fitness objectives.

10. Misuse of Personal Information

The personal information of sponsors, customers, athletes, and event participants must be handled responsibly. Sharing confidential data without permission is unethical.

Example: Sharing a sponsor's customer database with another company without consent.

11. Non-Compliance with Agreements

Both parties must fulfil their contractual obligations. Sellers should ensure that promised advertising, branding, hospitality, and promotional benefits are delivered as agreed.

Example: Failing to display a sponsor's logo in the agreed locations during a sporting event.

12. Discrimination and Unfair Treatment

Sponsorship opportunities should be offered fairly without unjust discrimination. Decisions should be based on legitimate business requirements, suitability, and contractual conditions.

Example: Rejecting a suitable sponsor solely because of irrelevant personal characteristics rather than genuine business considerations.

B) Explain the hierarchy of effects model with reference to sports marketing.

Meaning of the Hierarchy of Effects Model

The Hierarchy of Effects Model is a marketing communication model that explains the different stages a consumer passes through before making a purchase decision. It shows how advertising and promotional activities influence consumer awareness, knowledge, feelings, preferences, and buying behaviour.

In sports marketing, this model is used to understand how fans become aware of a sports product or event, develop interest in it, and finally purchase tickets, sports merchandise, or subscriptions.

Stages of the Hierarchy of Effects Model

The model consists of six main stages:

1. Awareness

Awareness is the first stage in which consumers become familiar with a sports product, event, team, or brand.

Sports marketers use television advertisements, social media, posters, sponsorships, and celebrity endorsements to create awareness.

Example: A cricket fan learns about an upcoming international cricket tournament through an advertisement.

2. Knowledge

At this stage, consumers gather more information about the sports product or event. They learn about its features, benefits, price, location, schedule, and availability.

Sports marketers provide information through websites, brochures, social media posts, and promotional videos.

Example: A fan checks the match schedule, ticket prices, and stadium location before attending a cricket match.

3. Liking

Liking refers to the stage where consumers develop positive feelings towards a sports brand, team, athlete, or event.

Good advertising, attractive facilities, exciting performances, and positive brand associations help develop liking.

Example: A fan develops a liking for a football club because of its playing style and popular players.

4. Preference

At this stage, consumers prefer one sports product or brand over competing alternatives.

Sports marketers try to create differentiation through quality, reputation, customer service, pricing, and exclusive benefits.

Example: A consumer prefers Nike sports shoes over other brands because of their design, quality, and brand image.

5. Conviction

Conviction occurs when consumers develop a strong intention or confidence to purchase a particular sports product or service.

Special offers, testimonials, product demonstrations, and promotional campaigns can encourage consumers to make a purchase decision.

Example: A fan decides to buy a ticket for a particular cricket match after considering the teams, players, and ticket price.

6. Purchase

Purchase is the final stage of the model, in which the consumer takes action and buys the sports product or service.

Sports marketers make purchasing convenient through online ticket booking, discounts, easy payment options, and accessible retail outlets.

Example: A fan purchases a ticket online to watch a live cricket match at the stadium.

OR

C) Explain the Components of Promotion mix for Sports marketing ?    (8 Marks) 

Meaning of Promotion Mix

The promotion mix refers to the combination of promotional tools used by an organisation to communicate with customers, promote sports products and services, create brand awareness, and increase sales.

In sports marketing, the promotion mix helps promote sports events, teams, athletes, tournaments, merchandise, and sponsorships.

Components of the Promotion Mix for Sports Marketing

1. Advertising

Advertising is a paid form of non-personal communication used to promote sports products, services, events, or brands through different media.

Examples:

• Television advertisements promoting cricket tournaments.

• Newspaper advertisements announcing football matches.

• Online advertisements promoting sports shoes.

• Posters and banners promoting sporting events.

Importance: Advertising creates awareness, attracts audiences, and builds the image of sports brands.

2. Sales Promotion

Sales promotion refers to short-term incentives offered to encourage customers to purchase sports products or services.

Examples:

• Discounts on match tickets.

• Special offers on sports merchandise.

• Buy-one-get-one-free offers on sportswear.

• Free gifts with sports equipment.

• Contests and lucky draws for sports fans.

Importance: Sales promotion encourages immediate purchases, increases sales, and attracts new customers.

3. Public Relations (PR)

Public relations involves creating and maintaining a positive image of a sports organisation, team, athlete, or brand among the public.

Examples:

• Press conferences before major tournaments.

• Interviews with players and coaches.

• Charity events organised by sports teams.

• Press releases announcing new players or sponsorship agreements.

• Community sports development programmes.

Importance: Public relations builds goodwill, improves reputation, and develops public trust.

4. Personal Selling

Personal selling involves direct communication between a salesperson and a potential customer to explain the benefits of a product or service and encourage a purchase.

Examples:

• Sales representatives selling corporate hospitality packages for cricket matches.

• Representatives selling season tickets to football fans.

• Salespeople explaining sports equipment features to customers.

• Representatives approaching companies for sports sponsorship deals.

Importance: Personal selling helps answer customer questions, build relationships, and negotiate customised deals.

5. Direct Marketing

Direct marketing involves communicating directly with selected customers to promote sports products, services, or events without relying entirely on mass media.

Examples:

• Sending emails about upcoming matches.

• SMS messages offering ticket discounts.

• WhatsApp messages promoting sports coaching classes.

• Sending promotional offers to existing customers.

• Personalised notifications through sports mobile applications.

Importance: Direct marketing helps reach specific audiences, personalise offers, and encourage repeat purchases.

6. Digital and Social Media Marketing

Digital and social media marketing uses online platforms and digital technologies to promote sports products, events, teams, and athletes.

Examples:

• Promoting cricket matches on Instagram and Facebook.

• Uploading match highlights and player interviews on YouTube.

• Live streaming sports events.

• Running online advertising campaigns.

• Using influencers and athletes to promote sports brands.

Importance: Digital marketing provides global reach, quick communication, interactive fan engagement, and measurable promotional results.

7. Sponsorship and Endorsement

Sponsorship occurs when a company provides money, products, or services to a sports organisation, athlete, or event in exchange for promotional benefits. Endorsement involves a famous athlete or personality recommending a brand or product.

Examples:

• A company sponsoring a cricket tournament.

• A sportswear brand sponsoring a football team.

• A famous cricketer endorsing sports shoes.

• A company displaying its logo on team jerseys.

Importance: Sponsorship and endorsements increase brand awareness, strengthen brand image, and connect companies with sports fans.

D) What are the types of Distribution Channels used for Sports Marketing?    (7 Marks)

Meaning of Distribution Channels

A distribution channel is the route through which sports products and services move from the producer or service provider to the final consumer.

In sports marketing, distribution channels help deliver sports equipment, sportswear, tickets, merchandise, broadcasting services, and other sports-related products to customers.

Types of Distribution Channels Used for Sports Marketing

1. Direct Distribution Channel

In a direct distribution channel, the producer sells products or services directly to the final consumer without involving intermediaries.

Examples:

• A sports club selling tickets directly through its official website.

• A sports company selling shoes through its own online store.

• A stadium selling match tickets at its ticket counter.

• A sports academy accepting registrations directly from students.

Advantages:

• Direct contact with customers.

• Better control over pricing and customer service.

• Higher profit margins because there are no intermediaries.

2. Indirect Distribution Channel

In an indirect distribution channel, the producer uses intermediaries such as wholesalers, distributors, retailers, or agents to sell products to consumers.

Examples:

• A sportswear manufacturer selling products through retail shops.

• A sports equipment company distributing cricket bats through wholesalers and retailers.

• An authorised ticketing agency selling tickets for a sports event.

Advantages:

• Wider market coverage.

• Access to established distribution networks.

• Reduced burden of handling all sales activities directly.

3. One-Level Distribution Channel

In this channel, there is one intermediary, usually a retailer, between the manufacturer and the consumer.

Channel:

Manufacturer → Retailer → Consumer

Example: A sports shoe manufacturer sells shoes to a sports retail store, which then sells them to customers.

Advantages:

• Simple distribution structure.

• Faster access to retail customers.

• Suitable for products sold through specialised sports stores.

4. Two-Level Distribution Channel

In this channel, there are two intermediaries, usually a wholesaler and a retailer, between the manufacturer and the consumer.

Channel:

Manufacturer → Wholesaler → Retailer → Consumer

Example: A cricket equipment manufacturer supplies bats to a wholesaler, who distributes them to sports shops for sale to customers.

Advantages:

• Suitable for large-scale distribution.

• Helps reach geographically distant markets.

• Reduces the manufacturer's need to deal with individual retailers.

5. Three-Level Distribution Channel

In this channel, there are three intermediaries, generally an agent, wholesaler, and retailer, between the manufacturer and the consumer.

Channel:

Manufacturer → Agent → Wholesaler → Retailer → Consumer

Example: A sports equipment manufacturer uses a sales agent to connect with wholesalers, who supply products to retailers.

Advantages:

• Helps enter distant or unfamiliar markets.

• Useful when manufacturers lack their own distribution network.

• Supports large-scale market expansion.

6. Online Distribution Channel

Online distribution uses websites, mobile applications, e-commerce platforms, and digital ticketing systems to deliver sports products and services.

Examples:

• Purchasing sports shoes through an online shopping website.

• Booking cricket match tickets online.

• Buying team jerseys through an official club website.

• Subscribing to an online sports streaming service.

Advantages:

• Convenient purchasing process.

• Access to customers across different locations.

• Easy product comparison and online payment.

• Availability of sales data and customer feedback.

7. Distribution of Sports Services and Events

Sports services have special distribution requirements because they often involve experiences that are produced and consumed at a particular time or place.

Examples:

• Selling tickets through stadium counters and authorised ticketing websites.

• Providing sports coaching through academies and training centres.

• Broadcasting sports events through television and streaming platforms.

• Offering fitness services through gyms and sports clubs.

Advantages:

• Makes sports events accessible to a wider audience.

• Provides multiple ways to participate in or watch sports.

• Improves convenience for fans and participants.

Q.4) A) Explain the Some Feature of the Sports Brick and Mortar store?

Meaning

A brick-and-mortar store is a physical retail shop where customers can visit in person to view, examine, and purchase products. In sports marketing, these stores sell sports equipment, sportswear, footwear, accessories, and other sports-related products.

For example, a physical sports shop selling cricket bats, footballs, sports shoes, and jerseys is a brick-and-mortar store.

Features of a Sports Brick-and-Mortar Store

1. Physical Location

A brick-and-mortar sports store operates from a physical location, such as a shopping mall, market, or commercial area. Customers can visit the store directly to purchase sports products.

2. Personal Customer Service

Customers can interact with sales representatives to obtain information and advice about sports products.

Example: A salesperson helps a customer select suitable running shoes.

3. Physical Examination of Products

Customers can touch, inspect, and examine products before purchasing them. This helps them evaluate product quality, material, and design.

Example: A customer can examine the grip, weight, and quality of a cricket bat before buying it.

4. Trial and Fitting Facilities

Many sports stores provide trial facilities for products such as sports shoes, clothing, helmets, and protective equipment.

Example: A customer can try on football shoes to check their size and comfort.

5. Immediate Product Availability

Customers can take products home immediately if the items are in stock. They do not need to wait for delivery.

6. Product Display

Sports stores arrange products on shelves, racks, mannequins, and display stands to attract customers and make shopping easier.

Example: Cricket equipment and football accessories may be displayed in separate sections.

7. Local Market Focus

Brick-and-mortar stores often serve customers in a particular locality or geographical area. Their success may depend on location, accessibility, and local demand for sports products.

8. Fixed Operating Hours

Physical stores generally operate during specific business hours. Customers must visit during those hours to make purchases.

9. Higher Operating Costs

These stores incur expenses such as rent, electricity, employee salaries, maintenance, and inventory management. These costs may be higher than those of businesses operating exclusively online.

10. Customer Relationships

Direct interaction with customers helps stores build trust, understand customer preferences, and encourage repeat purchases.

11. Product Variety and Specialisation

Sports stores may offer a wide range of products or specialise in a particular sport, such as cricket, football, badminton, or fitness training.

12. Returns and After-Sales Support

Customers can visit the store to ask questions about warranties, product exchanges, repairs, and other after-sales services, subject to the store's policies.

B) Explain 7ps of Marketing IPL?

Meaning

The Indian Premier League (IPL) is a professional T20 cricket tournament that uses various marketing strategies to attract fans, sponsors, broadcasters, and advertisers.

The 7 Ps of Marketing are Product, Price, Place, Promotion, People, Process, and Physical Evidence. These elements help explain how the IPL markets its cricket matches and creates an entertaining experience for spectators.

1. Product

Product refers to the goods or services offered to satisfy customer needs. In the IPL, the main product is the cricket tournament and the entertainment experience associated with it.

Examples:

• Exciting T20 cricket matches.

• Popular teams and star players.

• Cheerleading, opening ceremonies, and entertainment.

• Team merchandise, such as jerseys and caps.

• Digital match highlights and related content.

Importance: A quality sporting experience attracts fans, builds loyalty, and increases viewership.

2. Price

Price refers to the amount customers pay to purchase a product or service. IPL uses different pricing strategies for different audiences and services.

Examples:

• Different ticket prices for various stadium seating categories.

• Premium hospitality packages for corporate customers.

• Merchandise prices based on product quality and brand.

• Subscription or advertising-supported options for viewing, depending on the broadcaster's offering.

Importance: Appropriate pricing helps attract different customer groups, generate revenue, and maximise attendance.

3. Place

Place refers to the distribution channels through which customers access a product or service.

Examples:

• Matches held at cricket stadiums across India.

• Tickets sold through authorised online platforms and stadium counters.

• Television broadcasts for viewers at home.

• Digital streaming platforms for online audiences.

• Official online stores and retail outlets selling team merchandise.

Importance: Effective distribution makes IPL matches and related products accessible to a wider audience.

4. Promotion

Promotion refers to the communication activities used to create awareness and encourage people to watch matches or purchase related products.

Examples:

• Television advertisements and promotional campaigns.

• Social media promotions on Instagram, Facebook, and YouTube.

• Celebrity endorsements and player interviews.

• Sponsorships and brand partnerships.

• Contests, giveaways, and promotional offers.

Importance: Promotion creates excitement, increases audience engagement, attracts sponsors, and strengthens the IPL brand.

5. People

People include everyone involved in delivering the sports product and creating the customer experience.

Examples:

• Cricketers, coaches, and team management.

• Umpires and match officials.

• Stadium staff and security personnel.

• Commentators, presenters, and broadcasters.

• Fans and supporters.

Importance: Players provide the sporting performance, while staff and broadcasters help ensure a smooth and enjoyable experience for spectators.

6. Process

Process refers to the procedures and systems through which customers receive a service.

Examples:

• Online ticket booking and payment.

• Entry verification and security checks at stadiums.

• Match scheduling and tournament organisation.

• Broadcasting and live-streaming arrangements.

• Customer support for ticketing and access issues.

Importance: Efficient processes reduce inconvenience, improve customer satisfaction, and help matches run smoothly.

7. Physical Evidence

Physical evidence refers to the tangible elements that help customers evaluate the quality and identity of a service.

Examples:

• Stadium facilities, seating, and scoreboards.

• Team jerseys, logos, and colours.

• IPL branding on advertising boards.

• Tickets, merchandise, and promotional materials.

• Trophies, presentation ceremonies, and stadium décor.

Importance: Physical evidence creates a professional image, strengthens brand recognition, and improves the overall spectator experience.

OR 

C) Explain the Cross Impact Matrix of the 7Ps of Sports Marketing?

Meaning

The Cross-Impact Matrix of the 7 Ps of Sports Marketing is a tool used to understand how the seven elements of the marketing mix influence and interact with one another.

The 7 Ps are Product, Price, Place, Promotion, People, Process, and Physical Evidence. A change in one element can affect the effectiveness of the other elements. Therefore, sports marketers must coordinate all seven elements to achieve marketing objectives.

For example, if the IPL introduces a premium cricket-watching experience, it may need to increase ticket prices, improve stadium facilities, train staff, and promote the new experience.

Cross-Impact Matrix of the 7 Ps

The following table illustrates how the seven elements interact in sports marketing.

7 Ps	Cross-Impact with Other Elements
1. Product	Product quality affects pricing, promotion, customer service, and fan satisfaction.
2. Price	Ticket prices influence demand, audience selection, promotional offers, and perceived value.
3. Place	Stadium location and digital distribution affect accessibility, ticket sales, and customer convenience.
4. Promotion	Advertising and sponsorship campaigns influence awareness, demand, attendance, and sales.
5. People	Players, coaches, staff, and customer service personnel influence service quality and brand image.
6. Process	Ticket booking, entry procedures, and broadcasting systems affect convenience and customer satisfaction.
7. Physical Evidence	Stadium facilities, team uniforms, logos, and seating arrangements influence brand image and perceived quality.

Explanation of Cross-Impact Relationships

1. Product and Price

The quality of a sports product influences the price customers are willing to pay.

Example: An exciting IPL match featuring popular players may attract greater demand for premium tickets.

2. Product and Promotion

Promotional campaigns communicate the features and benefits of the sports product to the target audience.

Example: Advertising an IPL match featuring popular teams can increase audience interest.

3. Price and Promotion

Discounts, special offers, and promotional ticket packages can influence purchasing decisions.

Example: A limited-period ticket offer may encourage more spectators to attend a match.

4. Place and Process

The availability of convenient locations and efficient distribution systems improves customer access.

Example: Online ticket booking and organised stadium entry make attending IPL matches easier.

5. People and Product

The performance of athletes and the behaviour of staff influence the quality of the sports experience.

Example: Exciting performances by cricketers and helpful stadium staff improve fan satisfaction.

6. Process and Physical Evidence

Efficient service procedures work together with suitable physical facilities to improve the customer experience.

Example: Clear entry gates, comfortable seating, and well-organised security checks help spectators enjoy a match.

7. Promotion and Physical Evidence

Branding displayed at stadiums and through broadcasts reinforces promotional messages.

Example: IPL logos, sponsor boards, and team colours increase brand recognition.

Example: Cross-Impact of the 7 Ps in IPL Marketing

Suppose the IPL plans to offer a premium match-day experience.

• Product: Introduce premium seating and hospitality services.

• Price: Charge higher prices for premium packages.

• Place: Make premium facilities available at selected stadiums.

• Promotion: Advertise the premium experience to target customers.

• People: Train staff to provide high-quality service.

• Process: Introduce smooth booking, entry, and hospitality procedures.

• Physical Evidence: Provide comfortable seating, attractive interiors, and premium lounges.

This example demonstrates that changing one element requires adjustments to other elements to deliver a consistent customer experience.

Importance of the Cross-Impact Matrix

1. Better planning: Helps sports marketers coordinate the seven marketing elements.

2. Improved customer satisfaction: Ensures that products, prices, facilities, and services work together.

3. Effective resource allocation: Helps organisations identify areas requiring investment.

4. Consistent brand image: Maintains consistency between promotional promises and actual service delivery.

5. Increased revenue: Helps improve attendance, merchandise sales, and sponsorship opportunities.

6. Better decision-making: Helps predict the possible effects of changes in one marketing element on the others.

D) Explain the miscellaneous provision in franchise agreement?

Meaning

A franchise agreement is a legal contract between a franchisor and a franchisee. It specifies the rights, duties, responsibilities, and conditions under which the franchisee can operate a business using the franchisor's brand name, trademark, products, and business model.

Miscellaneous provisions are the additional clauses included in a franchise agreement to clarify legal matters, manage unexpected situations, and ensure smooth operation of the franchise business.

Miscellaneous Provisions in a Franchise Agreement

1. Governing Law

This clause specifies the laws of the country or state that will govern the franchise agreement in case of a legal dispute.

2. Dispute Resolution

It explains how disputes between the franchisor and franchisee will be resolved, such as through negotiation, mediation, arbitration, or court proceedings.

3. Amendment of Agreement

This provision states that changes to the franchise agreement must generally be made in writing and approved by the authorised parties.

4. Assignment and Transfer

It specifies whether the franchisee can transfer ownership of the franchise or assign contractual rights to another person. Usually, the franchisor's prior approval is required.

5. Confidentiality

The franchisee must protect confidential business information, including recipes, business methods, customer information, marketing plans, and trade secrets.

6. Notices

This clause specifies how official communications must be delivered, such as by registered post, courier, email, or another agreed method.

7. Force Majeure

It deals with extraordinary events beyond the parties' reasonable control, such as natural disasters, war, or certain government restrictions, that may prevent contractual obligations from being fulfilled.

8. Severability

If one provision of the agreement is held invalid or unenforceable, the remaining provisions may continue to remain effective, subject to applicable law.

9. Entire Agreement

This clause confirms that the written franchise agreement represents the complete understanding between the franchisor and franchisee and generally replaces earlier discussions or agreements on the same subject.

10. Waiver

It explains that a party's failure or delay in enforcing a contractual right does not necessarily mean that the party has permanently given up that right.

11. Renewal and Termination-Related Conditions

The agreement may include additional conditions for renewal, termination notices, settlement of outstanding payments, and obligations that continue after termination.

12. Relationship Between the Parties

This provision clarifies that the franchisee operates as an independent business owner and that the agreement does not automatically create a partnership, joint venture, or employer–employee relationship.

Example

Suppose a franchisee operates a sportswear store under a well-known sports brand. If the franchisee wants to sell the store to another person, the assignment clause may require the franchisor's prior written approval. If a dispute arises over royalty payments, the dispute resolution clause explains how the matter should be handled.

Q.5) Short Notes (Any 3):            (15 Marks)

1. Problem in sports marketing research

Meaning

Sports marketing research is the systematic process of collecting, analysing, and interpreting information about sports consumers, sporting events, teams, sponsors, and the sports market. It helps sports organisations understand fan behaviour and make effective marketing decisions.

However, conducting research in sports marketing involves several problems and challenges.

Problems in Sports Marketing Research

1. Lack of Accurate Data

It is often difficult to obtain accurate information about fans' preferences, spending habits, attendance, and buying behaviour. Some respondents may provide incomplete or incorrect answers.

2. Changing Consumer Preferences

Sports fans' interests may change because of player performance, team popularity, new sporting events, and changing trends. Therefore, research findings may quickly become outdated.

3. High Cost of Research

Conducting surveys, interviews, focus groups, and market analysis can be expensive. Smaller sports clubs and organisations may not have sufficient funds for detailed research.

4. Difficulty in Measuring Fan Loyalty

Fan loyalty is influenced by emotions, team identity, family traditions, and player popularity. It is difficult to measure these factors accurately using numerical data alone.

5. Seasonal Nature of Sports

The popularity of a sport may vary according to the season, tournament schedule, and performance of teams. This makes it difficult to predict demand throughout the year.

6. Limited Sample Representation

Research based on a small or unrepresentative group of fans may not reflect the opinions of the entire target market. For example, surveying only stadium spectators may exclude fans who watch sports online or on television.

7. Influence of External Factors

Weather, economic conditions, ticket prices, competing events, player injuries, and unexpected match results can influence consumer behaviour and affect research findings.

8. Difficulty in Measuring Sponsorship Effectiveness

It can be challenging to determine whether sponsorship has directly increased brand awareness, sales, or customer loyalty. Many other marketing activities may influence the same results.

9. Rapid Technological Changes

Social media platforms, streaming services, mobile applications, and digital ticketing systems continually change how fans consume sports. Researchers must regularly update their methods and tools.

10. Problems in Forecasting Demand

Predicting ticket sales, merchandise demand, television audiences, and online engagement is difficult because sporting outcomes and fan interest are uncertain.

11. Bias in Research

Fans may give biased responses because of their emotional attachment to a team or favourite player. Researchers may also unintentionally influence responses through the way questions are framed.

12. Privacy and Ethical Issues

Collecting personal information about fans through websites, ticketing platforms, and social media raises concerns about privacy, consent, and the responsible use of data.

2. Benefits of High Brand Equity in Sport

3. Personal Selling

4. Indian Premier League (IPL).

5. FIFA football world cup.