SPORT MARKETING 201 :
ASSIGNMENT: THE FOUR
DOMAINS OF SPORT
MARKETING
Student surnames: Student numbers:
- Mini. V (22217628)
- Magangana. I (25127264)
- Mathonsi. S (22436807)
- Ndlela. Z (22494553)
- Ngonyama. W (22290029)
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TABLE OF CONTENT
TOPIC PAGE
[Link] of content 2
2. Introduction 3
3. Theme-based strategies 3-7
4. Product-based strategies 7-10
5. Alignment-based strategies 10-14
6. Sports-based strategies 14-18
7. Conclusion 18
8. Reference list 19
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3. Introduction
The sport industry evolves overtime and marketer’s should always try to
keep up in order to make money. In this assignment we are going to dive
deeper into the four sport marketing domains and their relevence in the
industry.
Three principles should be understood in order to understand today’s sports
marketing industry. You should understand if the product that is being
marketed is “marketed through sport” or it uses “marketing of sport”.
Secondly we look at the nature of the product, is it a sports product or a
non-sports product? Lastly being able to determine the marketing strategy
used between the Traditional and Sponsorship strategy
The four marketing domains are namely; Theme-based, Alignment-based,
sports-based and Product-based. These domains are categorised based on
two dimensions, firstly the type of product this looks at whether the product
is a sport product or a non-sports products. Secondly the type of sponsorship
is considered this is where we look at whether Traditional or Sponsorship
strategy was used.
Both Theme-based and product-based use Traditional marketing taking into
account the Target market which is then segmented into four pillars which
are Demographic ( Who they are), Geographic (Where they are),
Psychographic(Why they buy), By pattern/ behavioural (What they do).
Whereas Alignment-based and sport-based use a Sponsorship marketing
strategy they either use Endorsement, Venue naming rights, licencing or
traditional strategy.
In additional Theme- based and alignment-based use Marketing through
sport These domains focus on marketing a “non-sports” product in a sport
platform whereas The Sports-based and Product- based domains use
Marketing of sport. This means they promote a “sports product” using a sport
platform
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3. THEME-BASED STRATEGIES
Theme based strategies can be defined as the use of traditional marketing
strategies that incorporate a sports overlay into the marketing program for
non-sports products. In a theme based strategy a non sport product or
service is promoted using a sport related
platform. When using a theme based strategy you should consider the Target
Market, The product, Promotion, Price and lastly Distribution or place.
3.1 Target Market
-This picture is a great example for considering a the target market on a
Theme based strategy. This is because this picture clearly shows that the
target market is people who work out and work to maintain a healthy
lifestyle.
- This advertisement would appeal to the target market because the words
“just do it” will motivate athletes and other people who participate in sport.
The target market will also find it appealing because of the visuals used they
will think if they buy from Nike they can become like the person showed.
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3.2 Product
- The products above are water bottles . These bottles are marketed through
sport because they are non-sport products. Traditional strategy is used and
the category is Sports Accessories. The quadrant shows the Theme based
strategy. No clear amount was written about how much it costs solo.
- The sporting theme is incorporated by printing different sport balls and bats
(sport equipment). Instead of the ball being plain sporting equipment was
used to make the bottles sporty and attractive to people who love sport.
- This will influence consumers because people who are into sport will buy it
more and people who don’t like sport Won’t buy it because the products look
like they represent a certain identify and are personal to sport lovers.
3.3 Promotion
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- The above photo shows how a product can be promoted through sport.
Powerade promoted the drink by using the visual of a basketball player. This
will make people think that athletes get energy from PowerAde especially the
sentence that says “IT TAKE MORE GRIND”
- The Sport athlete, team or sporting activity help communicate the brands
(Powerade) message because athletes are people with high levels of energy
and the advertisement states that PowerAde does provide energy.
3.4 Distribution
- The above picture is a good example for Distribution. The lady is
holding a cooler box full of ice and cool drinks. The drinks are
distributed directly to fans in the stadium during the soccer match.
- The location used for distributing the drinks is useful because it makes
it easier for people to buy drinks instead of standing up and going to
look for a drink and that can result in missing the match. The location
is also full of people making it more easier for the drinks to be sold.
3.5 Price
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The above picture shows how Pricing work when a marketer is using a
Theme-based Strategy.
- The discount shown in the picture is that you get R250 off on your next
ADIDAS purchase when you buy any Bafana jersey. This will make more
people buy the jersey and they will also buy more than 1 item.
- Sport is connected to the pricing decision here because ADIDAS used
Bafana which is a national team. When a national team is playing more
people in the country but jerseys. ADIDAS is pushing sales through sport by
using the price.
- Sport is also connected to pricing cause when the price is low more fans will
buy the jersey. Fans buy jerseys as a way to show pride and support to their
team.
- During soccer season more people buy jerseys, so this pricing is connected
to sport since there was a discount right when people wanted to buy jerseys.
4. PRODUCT-BASED STRATEGIES
Product based strategies are marketing strategies that focus on developing,
positioning and marketing a sport product or service that meets the needs
and wants of a specific target market. It is the efforts to sell sport products
using traditional initiatives when the marketer is not attempting to capitalize
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on an existing official relationship with another sports entity are classified as
product-based strategies. The product can be a physical item such as
sportswear or equipment, but it can also be an experience such as attending
a match, watching a tournament, or participating in a sporting event.
4.1 TARGET MARKET
FIGURE4.1 Nike running shoes for young adults
Target market refers means focusing your product on a specific group of
customers. In this figure Nike targets young adults aged 18-30 who are into
running, gym and group with sporty high performance; Nike ensures their
marketing budget is spent effectively. and they connect with customers most
likely to buy.
4.2 PRODUCT
Figure 4.2
These are Nike football boot which is designed for football players who need
footwear that provides comfort ,performance and support while playing. This
product uses “Marketing of sport” because it is a sport product, the category
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is sportswear, the quadrant is Product-Based and it uses a traditional
strategy. No clear information was given on how much it costs solo
Its design is marked as a high-quality football shoe that helps players
perform confidently while offering comfort support and stylish appearance.
These shoes are aimed at players who want to improve their performance on
the field.
4.3 PROMOTION
FIGURE 4.3
Promotion is the way a business communicates with customers to inform,
persuade, and remind them to buy. The Hollywood bets sharks use
promotional posters advertising sharks Bulls to inform fans about the match
and persuade them to buy tickets online helping the business to achieve.
Hollywood bets on the sponsor shows the sponsor. Hollywood bets also
promotes its brand by using rugby matches, team branding advertising and
digital media.
4.4 DISTRIBUTION
Figure:
4.4
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Distribution is how the product gets to the customers. S.A rugby uses digital
distribution so fans can watch the game even if they aren’t at kings park.
The sharks distribute their match to fans through digital streaming platforms
like super sports and DSTV stream. This ensures the product reaches a wider
audience who cannot attend king’s Park stadium
4.5 Price
Figure 4.5
The price refers to the amount of money the customers are required to pay.
The Hollywood bets sharks use a differentiated pricing strategy by offering
tickets at different prices according to the experience and customer
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segment. General tickets are advertised at R120, while VIP tickets cost R800.
A family package as available for R400 and an early bird offers a 20%
discount. This pricing strategy allows the sharks to attract a wider range of
supporters while it generates revenue from both regular and premium
customers.
5. ALIGNMENT-BASED STRATEGIES
Alignment-based marketers of non-sport products officially align themselves
with sport properties via one or more of the four forms of sponsorship. This
marketing alignment involves the air Nike Jordan\Nike brand, Toyota stadium,
Mam -created business model. Nike Jordan primarily example of a product
marketing. While also Mamelodi Sundowns F.C (football kit) and the blue bulls
(rugby jersey).
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5.1. ENDORSEMENT: Michael Jordan and Nike
Figure 5.1
An endorsement is an act of giving public support, approval or signature to
something as you see Michael Jordan advertise Nike and air Jordan shoes.
The relationship started as a unique revenue sharing sub brand; it
transitioned from a standard athlete's endorsement into being a specific
target market and promotion strategy. This started as high-performance
sport gear but has evolved into a massive lifestyle and streetwear product
marketed globally through sport heritage. It falls under influencer marketing
celebrity branding and lifestyle. Nike spends roughly R4.7 billion annually.
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5.2. VENUE-NAMING RIGHT: Toyota and The Rugby Union
Figure 5.2
Venue naming rights are commercial agreements where a company or
sponsor pays a large fee to attach its corporate name to a stadium as Toyota
stadium; Toyota pays the large fee for the Toyota stadium to be built. Toyota
stadium is a sport entity offering physical space for events. This picture is an
example of corporate branding, and it serves as the venue for the FC dollars
major Legue soccer team. This arrangement is a corporate sponsorship, and
it is under promotion of the 4p's. This is under promotion within 4p's. It aligns
with a R182 million stadium renovation project.
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5.3. TRADITIONAL: Vodacom and The Mamelodi Sundowns
Figure 5.3
Mamelodi sundown and blue bulls' jersey are sport product licensed replica
apparel designed for fans to wear. and the bulls with Vodacom are
commercial slot, Vodacom pays a direct fee to integrate its brand identity
directly into the sport teams apparel stadium and official titles. it also
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touches on product as the physical replica jersey itself is a licensed
consumer item sold to fans through retail outlets like the bull's shop.
5.4. LICENSING: Vodacom and The Bulls Rugby Team
Figure 5.4
Licensing in marketing is a legal deal where one company lets another use its brand
name, logo, character, or technology. This picture is a good example of licensing it
shows the unity between the companies. In the picture, the bulls have a deal with
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Vodacom. Vodacom uses the bulls jersey to advertise so that their brand will grow faster
without making the new product, and the bulls get paid fee and money from each sale.
6. SPORT BASED STRATEGIES
Sport based strategies involve official sponsors of sport properties that sell sports-
related products. Sport plays a central role in both the products and consumer
involvement. This makes the domain strongly reliant on sport-oriented marketing
initiatives. A common example is sportswear or sporting goods company sponsoring a
team or event. These strategies connect sports products directly with consumers who
are interested in sports. The following section discusses traditional sponsorship, venue
naming rights, endorsement, and licensing.
6.1 Traditional Sponsorship: Adidas and South African Football Association
Figure 6.1
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Traditional sponsorship is when a company provides, technical or other support to a
sports property in exchange for promotional benefits. The Adidas and South African
Football Association (SAFA) partnership demonstrates this because Adidas became the
official sponsor of South Africa’s national football teams, providing their official apparel,
jerseys and sportswear. This is relevant to sport marketing because Adidas gains brand
exposure among football supporters while SAFA receives technical and commercial
support.
6.2 Venue naming rights: SuperSport Park – South African sporting events
Figure 6.2
Venue naming rights allow anyone company to attach its brand name to a sporting
venue in exchange for commercial benefits. SuperSport Park demonstrates this strategy
because this name forms part of the official naming of the cricket venue in Centurion.
The association provides continued brand exposure whenever the stadium is
mentioned, advertised or featured during sporting events and broadcasting.
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6.3 Endorsement: Lythe Pillay and On
Figure 6.3
Endorsement occurs when an athlete uses their reputation and sporting achievements
to promote or represent a brand. Lythe Pillay’s partnership with sportswear company
ON demonstrates this strategy as the South African 400 meters athlete joined ON’s
global athlete roster in 2026. The partnership connects ON’s sports products with
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Pillay’s athletic performance and gives the brand credibility and exposure among
athletics consumers.
6.4 Licensing: NBA Africa and Old School
Figure 6.4
Licensing allows a company to use a sports property’s approved names, logos, or their
intellectual property on products. The NBA Africa and South African brand Old School
collaboration demonstrates this through clothing featuring NBA team identities. This is
relevant to sport intellectual property while Old School reaches basketball fans through
officially associated merchandise.
7. Conclusion
The marketing domain matrix provides a foundation based on the recognition of the two
broad marketing focuses of sports products and marketing through sport or sport
overlay, and the type of product, sport and non-sport, being marketed along with the
form of sport involvement in a marketing instance then categorizes it into one or more of
the four strategies based on marketer preferences.
Theme-based and product-based strategizes both focus on traditional target market and
marketing mix approaches to selling a product, though the distinction is that the former
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focuses on non-sport products while the latter markets sport products. Alignment-based
and sports-based strategies are both under the general sponsorship-based strategy
which entails official sponsorships, and the separation of the two strategies is that the
former markets non-sports products and the latter markets sports product.
8. REFERENCES
Barrand, D. (2003). Nike signs up first female golfer. [Online] Available-
[Link]
(Accessed 07/08/2026)
Barrand, D. (2005,June). Why brands are banking on sport promotion
and incentives 13-14
Felt, J. (2003, December/ January) ‘how sponsorship can help your
brand managing intellectual property’ 125,24.
Fullerton, S. (2022). Sports Marketing. 4th edition, Chicago Business Press.
pp 43-65
NBA Africa (2025) ‘Old School and NBA Africa launch lifestyle collection
in South Africa’, 19 December. [Online]
Available-[Link]
launch-lifestyle-collection-in-south-africa
(Accessed:08/08/2026)
On (2026) ‘World University Games Champion and World U20 Gold
Medalist Lythe Pillay Joins On’s Global Athlete Roster’, 18 March.
[Online] Available-[Link]
games-champion-and-world-u20-gold-medalist-lythe-pillay-joins-ons-
global-athlete-roster (Accessed: 07/08/2026)
South African Football Association (2025) ‘SAFA announces adidas as
new official technical sponsor’. [Online] Available-
[Link]
official-technical-sponsor/
(Accessed: 11/08/2026)
SuperSport (2022) ‘SuperSport Park & The Wanderers – where dreams
are made’.[Online] Available-
[Link]
8ef3448e787f/supersport-park-the-wanderers-where-dreams-are-made
(Accessed: 11/08/2026)
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