How is sports marketing different from traditional goods/services marketing?

Fans vs. customers:

Customer: One that buys goods or services.

Fan: An ardent devotee; an enthusiast;

Fanatic: A person marked or motivated by an extreme, unreasoning enthusiasm, as for a cause

What are some things you have seen fans do at a game that customers at a grocery store never do for a favorite cereal or toothpaste???

If a customer is a loyal Folgers coffee customer, we can predict that s/he will likely continue to buy Folgers coffee at the grocery store. A loyal Folger’s customer may, however, switch to similar coffee (Maxwell House) or buy Folgers at another store if appropriately discounted.

You won’t see many Folger’s customers wearing shirts with its brand name emblazoned across the chest. Nor are you aware of many people, who of their own free will, frequently visit www.folgers.com. If so, they must be the same people who are visiting www.tide.com, www.zest.com, and www.crest.com.

Why? Because most people don’t identify themselves by what detergent or toothpaste they use.

On the other hand,

Fans:

Identify with and follow the behavior of the team and individual players on that team, on and off the field (via www.espn.com, team websites, newspapers, television, radio, wireless emails, etc.).

Purchase licensed merchandise (jerseys, automobile paraphernalia, caps, mugs, etc.) promoting the team.

Donate or pay extra for permanent seat-licenses (PSLs) in order to buy season tickets.

Travel to see games of that team outside of his local market.

Support tax-based initiatives to pay for a new arena or stadium for the team.

Are a supporter of the conference or league in which the team plays.

Devote significant social time attending, watching and discussing the team with others devoted to the same or other teams.