The paper “ Changing Marketing Mix of Soccer in Australia” is an informative option of case study on marketing. Soccer is among the popular sports in Australian. The people in Australia engage in soccer as both a recreation and professional activity. The activity, however, was not popular in its initial stages of introduction in the country. This is because a lot of people in Australia had little or no information about the sport. The sport was however popular with immigrants such as the British and southern Europeans (Migration Heritage Centre, 2006). In 1882, an administrative body was formed in Australia to govern the activities of the national soccer team which had been formed in 1880 (Migration Heritage Centre, 2006).
The administrators engaged in various promotional activities for the soccer sport so that it would gain the popularity that was most needed for its success especially among the native Australians. A marketing mix had to be employed. This finally paid off in the 1960s when Australian soccer started to expand its realm across the continent of Australia. This paper seeks to analyze the changing marketing mix of soccer in Australia since its inception to date. Brief History of Soccer Promotion in AustraliaAt the initial stages of the development of soccer in Australia, the sport did not have any media coverage.
However, as time went by the leaders of the national team saw it necessary to record games to be kept in the archives of the team. As time went by other regions saw the need to form their own soccer teams. This saw the emergence of soccer teams such as Queensland and East Melbourne soccer clubs.
(Migration Emergency Centre, 2006) With the formation of these teams, competitions were arranged among these teams. There was a lot of hype going on around such competitions since the wealthy people in the society offered to sponsor the various teams and there were great rewards for people who won in the competitions. This had simply started as bets but with time the sponsorship was taken seriously and encouraged many players to play the sport professionally as they would earn a living from it (Wilson and Pomfret, 2014, p36). The hype that surrounded these soccer competitions in Australia attracted the media.
People across the continent were interested in the game and unfortunately, not all would make it to the venue where the matches were taking place. The media, therefore, came in handy. It was during the golden age of radio. Matches were transmitted through the radio with listeners being able to understand the happenings of the match through the help of a commentator. Research showed that the radio attracted a lot of listeners (Hutchins & David, 2013)Next was the invention of the television.
This made media coverage for football matches even better. The television was able to offer both audio and visual capacities for the soccer fans that would not be able to attend the live matches. The sport had attracted a lot of players and even more spectators. It was evident that it was more enjoyable to watch soccer than any other sport (Hutchins & David, 2013). The administrators of the various teams that had been formed in Australia saw a niche in the football world. The resources for the teams became stretched due to the increased number of players and the sponsorships they got from the rich in the society were no longer enough.
The increased players were playing for a salary and they needed uniforms as well as paying for accommodation and food while on training and while playing the matches. The administrators had to come up with a way of making ends meet. Through the help of television, print media and radio they opted to promote their teams with the aim of making their teams the preferred choice for the fans.
This saw the beginning of the promotion of soccer in Australia. The administrators were involved in the advertising of jerseys so that fans would buy them and in return generate revenue for the teams. The promotion was mainly based on the jerseys, the time and location of matches for the various teams as well as other offers that the teams would have for their fans. The soccer players were considered icons and they became celebrities across Australia. In fact, meet and greet events were organized where football fans would pay to meet their favourite players.
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