Marketing the sport of basketball in the United States

Abstract

The purpose of this study is to provide best practices to advance the product, place, price andpromotion of basketball in the USA. The authors of this USA Basketball Marketing Plan based their findings on extensive research on both Elite and Mass Sport Development which formed the foundation for a survey for US Basketball Coaches and administrators to create a current view of the current landscape in basketball. This analysis will aide USA Basketball in its goal of promoting youth basketball, developing talent in basketball, recruiting superstars to participate in international events and games, and fostering elite talent to compete in international events. Youth children and female participants are the primary consumer participants for this marketing plan. USA Basketball is the governing body for men and womans basketball in the United States and is the focus organization for our marketing plan. The USA Basketballs Organizational Categories consistof: Professional, Collegiate, Scholastic, Youth and Associate