In IMC 621, the first three weeks of our course is dedicated to Sports Marketing. Let me start by stating that I am NOT an athletic person. I don’t watch sports. I don’t play sports. And, the only athletic thing that I do most weeks is play Wii. Sports Marketing, though, is a fascinating and complex industry built on several different areas of specialization.

Professor Rotberg of IMC 621 cites two distinct areas of focus for sports marketing: marketing of sport products to the sport consumer, and marketing of sport and non-sport products through sport.

Whether its NASCAR, Tiger Woods Buicks, or the Cleveland Cavaliers offering a fan promotion, sports marketing is able to integrate the spirit behind a competitive sport with entertainment and an influential push to purchase products, become a fan or participate in an event.

Although I’m not a sports-minded person, I find myself being drawn to sports marketing. Above other forms of marketing, I think that sports marketing is edgy and modern, and in many cases uses humor, a characteristic in advertising that I’m drawn to as a consumer. I’m a big fan of the ‘This is Sportscenter’ television spots, great examples of humorous and effective marketing in the sports arena.

Sports marketing doesn’t come without risk, though. Nike backed Michael Vick until his arrest for cruelty to animals. The brand lost millions on the production of the Vick V Shoe, which never made it to the shelves, and possibly more in its brand image. Major League Baseball have never forgiven or forgotten the player strike in 1994, a dispute over wages for the multi-million dollar athletes. And, the refusal of Michael Jordan during the Barcelona Olympics to wear the official U.S. Olympics uniform because it was sponsored by Reebok#, not Nike, which was a spokesperson for.

This seems like a timely topic given the largest and most marketed sports event of the year, the Super Bowl, will take place in a few short weeks. As a self-confessed non-sports minded person, I still enjoy watching the Super Bowl, if only for the advertising. This year, NBC charging an estimated $3 million for a thirty second spot during the big game. Not only will these television spots garner the attention of more than 93 million viewers worldwide, but they will surely be the fodder for thousands of blogs and conversations around the water cooler for weeks. One of my favorite brands for witty and entertaining Super Bowl spots is FedEx.

Although I couldn’t find a link on YouTube for it, one of FedEx’s Super Bowl was simply thirty seconds of video color bars with the constant beep. The message at the end noted that the commercial didn’t make it to air on time because they didn’t use FedEx. FedEx just one of the heavy hitters for commercials during the Super Bowl. Budweiser, typically Bud Light, has become a mainstay of the event.

And in recent years, companies like CareerBuilder.com have occupied several spots throughout the game.

So, as savvy marketers, I’m curious to know your thoughts on sports marketing. Millions are invested into athlete spokesperson and even more are put toward event sponsorships. Does it work? In regards to the Super Bowl, is it worth brands investing millions in efforts like a Super Bowl? What are some of the more memorable spots from previous Super Bowls other sporting events that impressed you?

Mo