International Sport Management Final
10 Things to Consider in New Media Project
1. Assembling a core team to assist in the development of the new media initiative 2. Brainstorming specifically about content and technology opportunities to take the concept beyond initial idea 3. Market testing the concept with a representative audiences of focus group 4. Developing appropriate financing, budgeting, and revenue analysis 5. Addressing country-specific and enterprise-specific legal and rights issues 6. Planning the integration of specific technologies within the enterprise 7. Developing a prototype or beta version if feasible 8. Ensuring quality control 9. Addressing distribution and marketing issues as they relate to both international and local markets 10. Coordinating on-going management and maintenance
Organizational Categories of Amateur Sport in the U.S.
1. Community-based efforts (agency-sponsored programs, national youth service organizations, club sports, and recreation programs) (Service delivery is in the form of organizations such as the AAU, YMCA, Little League, United States Olympic Committee, National Intramural-Recreational Sports Association, civic clubs, and so on) 2. School-based programs Forms of College Sports (Intercollegiate athletics and Collegiate intramural sports)
Export Services vs Import Spending
1. Export of services tourism spending as a result of hosting a sport event The service being exported is the entertainment of the event or other attractions associated with the event; a benefit to regional economy vs 2. Import spending foreign companies used to build sport facilities or venues The spending of the event organizer on facility construction is a cost to the host economy.
4 Contents Consumers are Most Likely to Access
1. Highlights- Shorter type of content, More appropriate for mobile devices, SMJ provides daily video highlights and interview footage on their mobile phones, Off-field contents can be produced (e.g., interviews, reports, player profiles, press conferences, daily practice sessions) 2. General Information-Statistics, Rosters, Schedules, Scores, History, Constant updating 3. Game-Day Information- Arena information, Contacts, Parking, Weather, Team lineups, Live video, and Mobile devices 4. Sponsorship Content-New media enables brands to communicate more effectively & more often with consumers, Develop brand awareness rapidly in new markets, Provide new communications platforms, Video commercials, Pictures, Graphics, logos...
New Media vs Old Media
1. How content is transmitted and accessed (new media integrate text, pictures, video, and sound content. The content is then distributed) 2. Interactivity (the most significant for future sport-related digital content development)
Injections vs Leakages
1. Injections to the circular flow of money in the economy are: Autonomous investments, Government spending on good and services (if local region), Export (e.g., tourism), Consumption of the organizing committee (funded by Autonomous money), Import substitutes, Most of these injections occur before and during the event 2. Leakages (Savings, Taxes, and Imports) Although leakages also occur before and during the event, after the event they dominate.
Internal Factors Affecting Sport Consumption
1. Motivation & identification (Two most important factors influencing sport consumption behavior) 2. Achievement (Vicarious achievement) 3. Aesthetics (Artistic appreciation associated with the sport) 4. Affiliation (Inherent desire of people for affiliation with some entity) 5. Drama (Spectators' excitement about an uncertain outcome until the last minutes of a game) 6. Escape (Spectators' desire to get away from their ordinary life) 7. Knowledge (Need to acquire information associated with a particular sport or team) 8. Social interaction (Spectators' needs for socialization opportunities through spectatorship) 9. Basking in reflected glory (BIRGing) (Tend to associate themselves with a successful sport entity to enhance their self-esteem ) 10. Cutting off reflected failure (CORFing) (Tendency for people to cut themselves off, or distance themselves, from an unsuccessful sport entity to protect their self-esteem)
Multiplier Effect
1. Multiplier Effect- An increase in spending that leads to an increase in the size of the overall economy that is a multiple of the original increase (Mankiw, 2007) 2. Main Factors in Determining Multiplier Effect Diversity of an economy. Size of the economy. Employment rate (If the economy is close to full employment, the multiplier will be lower than it would be if many resources were underemployed (unemployed labor, idle equipment, unused building materials). 3. Total economic impact of a sport event A region consists of the primary regional impact (the direct effect) times the multiplier (the induced effect)
2 Types of Economic Outcome
1. Pareto Optimal An outcome in which no member of the economy can be made better off without making another member worse off A desirable characteristic of an economic equilibrium or outcome Expense of attending a sporting event = Saving money on dinner and a movie → Overall well-being has not improved 2. Pareto Improvement An outcome in which an improvement in economic well-being does not come at the expense of others (Varian, 1990, p. 17) Tangible benefits [quantifiable] vs Intangible benefits [non-quantifiable]
10 Distinctions of Sport Marketing
1. Sport organizations must both compete and cooperate with one another 2. Sport consumers are often experts of the products that they use of consume 3. The supply of sport products is high, and demand fluctuations are common 4. Sport products are intangible 5. Sport products are simultaneously produced and consumed 6. Sport facilitates socialization 7. Sport products are inconsistent in nature 8. Maintaining control over the core sport product is difficult 9. Ancillary products remain important to sport 10. Sport is difficult to price
4 Types of Sport Consumer
1. Sporting goods consumer 2. Sport services consumer 3. Sport participants and volunteers 4. Sport supporters, spectators, and fans
Economic Benefits
1. Tangible Benefits (quantifiable): The measurement of the amount of economic activity (ex) 50,000 non-regional visitors * $200 average spending per visitor = $10,000,000 Air quality, noise levels and traffic counts are also measureable 2. Intangible Benefits (non-quantifiable) Increasing the participation motivation in sport, decreasing the illness rate, reducing stress, etc. Consumer Surplus- The extra benefit that a consumer enjoys when he/she purchase a good or services Assuming that costs of all options are equal, if members of the local economy choose to attend sport events rather than other options, although their actions do not represent a net increase in spending, they do represent an increase in consumer surplus and therefore an increase in economic well-being.
Geography and Background of Europe
47 countries and two-thirds of a billion people, or 11 percent of the global population Currently 28 of the 47 European nations are members of the European Union (EU) Croatia joined on July 1st, 2013 27 countries were EU members before Croatia joined. UK is scheduled to leave from EU on March 29, 2019 European countries are subject to both European law (if members of the EU) and national law, although it is acknowledged that national policy takes precedence EU members are governed by European sport federations and umbrella organizations for sport European Olympic/Paralympic Committees European nongovernmental sport organization Council of Europe's structures for sport Other United Nations bodies
Sport Sponsorship in Europe
91% of sponsorship ($7~8 billion) investment resided in the sport sector Essential component in the funding Excellent example of sponsorship revenue - Formula One (F1)
Role of Sport in South Asia, SE Asia, and Oceania
Almost all known Western-styled sports are being played across the region. The British brought Western sports to the hole empire from football and cricket to tennis and swimming Four south Asia national teams (i.e., India [#1], Sri Lanka [#6], Pakistan [#7], Bangladesh [#9]) are currently ranked at the Top 10 men's rankings of the International Cricket Council High popularity of ELP in Southeast Asia Sport Always viewed as tool for integration and national identities
American Model vs Euro Model
American model of sport: Clear separation b/w closed professional leagues and amateur sport Fixed membership leagues and draft system European Sport Model: Promotion-relegation model The least successful teams are relegated to the league below and the most successful teams are promoted to a higher league Differences of revenue proportion by team's performance
New Media Dimensions- Social Media
Applications, Platforms, and media that focus on facilitating interaction, collaboration, and sharing of content Social media measurement strategy: 1. Internal sales and distribution data 2. Consumer behavior studies (for target group) 3. Media channel data (media consumption) 4. Buzz data (Viral marketing)
Viral Marketing, Viral Advertising, and Marketing Buzz
Are buzzwords referring to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of viruses or computer viruses
European Sport Law
Athlete protections and human rights: The Bosman ruling (1995) The free movement of European athletes across the borders of European nation-states The retain-and-transfer scheme (1957) effected significant changes in FIFA's regulations concerning the status and transfers of players Effected the free agent in MLB, NFL, NBA, and NHL European hooliganism- Negative and enduring characteristic of European sport
Sport in Eastern Europe
Before 1989 (the fall of the berlin Wall), many Communist nations achieved great sporting success because of the heavy involvement of government in sport. After 1989, especially after the Sprint program was implemented in 1991, transformation has occurred in the sport systems of many former Communist nations. The Western European sport management model has been applied Read the case study, "Sport Systems Before and After the Fall of Communism in Slovakia" (pp. 151)
Evolution of Role of Government in Sport in China
Before the 1980s, government was responsible for funding and overseeing sport-related affairs and operations. The sport governance system gradually evolved under the free-market system to become more self-sufficient since the 1980s. Sport operations in China are now still extensively controlled by governments at all levels.
Long and Short Term Benefits
Benefit= 𝐶^𝑛× ∆𝐴 Where: C = the level of induced impact (0 < c <1) n = the number of time periods ΔA = the initial direct and indirect impact As n increases to infinity, the value of the induced impact tends toward zero. The Olympics are an exception. During this period, autonomous expenditures are made so that the equilibrium income will not immediately return to the starting point following the event. Caused by varying autonomous injections (ΔA), permanently changing demand functions will exist during the remaining time.
Olympic Medal Count NE Asia
Chapter 9 Slide 6
Nongovernmental Sport Agencies
China Chinese Olympic Committee (COC) Nongovernmental, nonprofit national sport organization whose major objective is to develop sport and promote the Olympic Movement in China All-China Sports Federation (ACSF) Japan Japanese Sport Association (JASA) Japanese Olympic Committee (JOC) South Korea National Council of Sport for All (NCSA) Korea Sport & Olympic Committee (KOC)
Centralized vs. Mixed Sport Governance
China: Centralized Refers to "the sport managing system in a nation in which a specific government unit at every level of government is responsible for overseeing sport-related affairs and operations" (Eschenfelder & Li, 2006) and for the promotion and development of sport. Others: Mixed Governments still involved in policy, but they have limited supervision over operations in private sector.
Sport Supporters, Spectators, and Fans
Consume sporting events passively through game attendance, watching sport events on television or other media, and reading about sporting events online of in print
Sport Participants and Volunteers
Consumers who are actively involved in sport activities as participants or unpaid employees
Marketing and Sponsorship in a Global Economy
Continues to eye foreign markets International markets have become a source of substantial revenue for the professional leagues Corporations often look to collaborate with sport properties to help grow their businesses IOC : TOP FIFA: Three tiers of partnership Although IOC sponsors and FIFA Partners may have disparate product lines, they share one characteristic: A desire to align with a powerful sport property to enhance their global branding strategy
New Media
Convergence of telecommunications, computing, and traditional media includes any media production that is digitally distributed and interactive: Audio and video content streaming Audio and video content on demand (VoD) Chat rooms, blogs, e-mail, and social media Digital marketing by e-mail and text messages (full list Chapter 20 slide 4)
Geography and Background- Southeast Asia
Covers a vast area that borders the Indian subcontinent in the west, China in the north, and Australia in the south Measuring 4,523,000 square kilometers, the region is divided into two smaller regions the mainland nations the maritime nations (aka the Malay world) Formed the Association of the Southeast Asian Nations (ASEAN) in 1967 Member nations: Indonesia, Philippines, Viet Nam, Thailand, Myanmar, Malaysia, Cambodia, Laos, Singapore, Brunei-Darussalam Populations in Southeast Asia (including Timor-Leste in 2018) : over 650 millions
Barnstorming
Early system of sport delivery Barnstormer: a team that has no regular home field and travels the country playing exhibitions Financial issue - not enough salary, had to find..... No TV, Radio, Internet.......... Allowed high-quality baseball games
Korean Sport Industry Segmentation
Facility and management (US$2.7 billion) Sport services (sport events, marketing, information, and other sport services) (US$8.9 billion) Sport products and merchandizing (US$7.9 billion)
Professional Sport in the U.S.
Five dominant professional sport leagues MLB [30], NFL [32], NBA [30], NHL [31], MLS [23] - total 146 franchises in 2018 A sport franchise is the privilege or right of ownership of a team in a league as well as the obligation to follow the policies and procedures of the league
Sport Agents in Europe
Geographical necessity to adopt a cross-border appreciation of the complexities of the European marketplace Different from the union-based collective bargaining system of North America
Sport Goods
Good: Direct consumption good (Equipment, Apparel, Nutrition, Sport drinks) Indirect consumption good (Transportation, Lodging, Concessions) Direct investment good (Facilities: stadium, arena, golf course, tennis court) Indirect investment good (Parking, Club house, Ski lodge)
Challenges of Developing and Integrating New Media
Identifying the objectives & opportunities for integrating new media Determining what specific new media technologies are appropriate Developing relevant new media management skills Creating new financial resources to maintain existing levels of media expenditure and funding Developing necessary production skills within the enterprise to capture and store digital content and use it effectively and efficiently Sourcing the technology skills that will enable all the previous challenges to met
Contingent Valuation Method (CVM)
If the use of public resources for achieving some social goals cannot be priced with a market value, the determination of the costs and benefits may then have to apply the valuation techniques that are designed specifically for valuing nonmarket effects of a public policy An increasingly common method of evaluating indirectly intangible benefits associated with sport is the CVM. Read "Estimating the Intangible Economic Benefits of Sport" (pp. 309)
Impact of Event Structure
Impact of Event Structure on Location Factors and Its Economic Relevance Six types of event structures are usually preserved after a mega-event. Four of these - infrastructure, know-how, networks, and culture develop almost as a matter of course through the preparation for the event Two - emotions and image depend on the momentum that the event develops Each of these six event structures transforms the location factors of the host city
Economics of Sport in South Asia
In Australia, the sport industry contributed A$7.9 billion (US$ 4.6 B) to the national economics 1.2% of national GDP (Australia total GDP: US$ 377 billion in 2001) Comparison - the North America (USA & Canada) The sport market - US$73.5 billion in 2019 (Forbes) 0.3% of Total GDP (US$21,963 billion in 2019) In terms of Globalization & Internationalization, the markets in South/Southeast Asia and Oceania are new opportunities to expand for Western markets (American & European sport industry)
New Media Technologies (4 Functions)
Information gathering, sorting, and searching through services such as Google and Bing Sport content production, which is specific to a particular digital platform such as the Internet, HDTV, or mobile devices Sport content distribution through ISPs and specific sport content websites such as ESPN3.com or cbssports.com Content access and display through specific digital platforms such as computers, mobile phones, PDAs ...
New Media Dimensions- Gambling
Legal issues
Popular Physical Activities in Japan
Leisurely walking (30.8 percent) Fitness walking (22.4 percent) Calisthenics, light exercises (17.5 percent) Bowling (15.1 percent) Weight training (11.1 percent) Swimming (9.0 percent) Bathing in the sea (8.9 percent)
Geography and Background- Oceania
Many interpretations have been offered about what constitutes Oceania Oceania has gradually replaced the term South Pacific Although the geopolitical boundaries of the region are predetermined, they do not conclusively represent what the region stands for in sociocultural and historical terms Populations in Oceania (2018): over 40 millions Including nations: Australia, New Zealand, Melanesia, Polynesia, Micronesia
International Brand Management
Marketers create an expression and hope the consumers will perceive it as anticipated The goal is difficult to achieve in a sport setting b/c marketers rarely have control over the core product (Game) Focus on touch point- game environment, safety, in-game entertainment, parking, food service, facility cleanliness, customer service All areas that affect brand perception and over which they have control
Sport Governance in NE Asia
Most nations have an administrative unit in the central government China: State General Administration of Sport, or SGAS (formerly, the State Sports Commission) Japan: Ministry of Education, Culture, Sports, Science and Technology South Korea: Ministry of Culture, Sports and Tourism
Popular Physical Activities in South Korea
Mountain climbing Football (soccer) Jogging Walking Badminton Bodybuilding Gymnastics
Sport in Japan
National Sports Festivals (winter, summer, and autumn) are held each year. The Emperor's Trophy is awarded to the prefecture that earns the most points in the competition. Japanese gross domestic sport product (GDSP) was about US$100 billion in 2001, accounting for approximately 2 percent of Japan's GDP
Geography and Background of NE Asia
Northeast Asia is a region that encompasses China (Hong Kong, Macau, and Taiwan), Japan, Mongolia, North Korea, South Korea, and the Russian Far East China, Japan, Mongolia, North Korea, and South Korea (UNEP, 2004) No commonly accepted geographical definition. Highest population of all the sub-regions with 1.48 billion people (UNEP, 2004) Currently around 1.62 billions people
Economic Impact of U.S. Sport
Nothing more than identity of the winner NCAA Men's Basketball (D1-330) avg. attendance 5,185 in 2008-09 season Sponsorship & advertising revenue of college conference NCAA $6 B TV contract deal over 11 years through 2014 NFL : $3.7 B deal with CBS, Fox, NBS, ESPN, DirecTV MLB: $ 700 million deal with Fox, TBS, ESPN Worldwide sponsorship $38 B vs. $14.9 B
New Media Dimensions- Gaming
Online game Sport is major themes
Global Branding
Only brand name and related decisions on a global level Developing the product, service, or brand globally to appeal to the attitudes, likes, and perceptions of the target market
Structure and Governance of Sport in U.S.
Private vs. Public - depending on funding source Public: funded by governmental taxes (local, state, national), nonprofit Private: funded by investors or contributions of a private nature, objective is to make a profit Two types are not mutually exclusive (e.g., Private fitness club vs. YMCA) Governance and policy in sport orgs. relate to the membership, regulations, programming, structure
Professional Sport in Canada
Professional - most prevalent in the Canadian sport landscape & represents a large portion of national sport GDP NHL, CFL, NBA, MLB, MLS NFL, MMA, NASCAR Management concerns - sharing by the franchises in the U.S Economic concern - competing with U.S franchises (e.g., FA, revenue (Canadian $), expenses(US$) - disadvantage of operating Large-scale public financing of professional sport facilities has rarely occurred in Canada CFL mandates the half of rosters must be born or trained in Canada
Historical Background of Sport in Canada
Realities of environment Second half of the 19th century - many sports clubs were established Growing industrialization and urbanization: free time ↑ The role of YMCA - dissemination of new games, provision of the space and facilities Mid 20th century - pursued by wealthy benefactors In 1961, C-131, the fitness and Amateur Sport Act Canadian sport system into a state-financed &controlled organism
Amateur Sport in Canada
Scholastic sport Community sport Intercollegiate athletics- Canadian Interuniversity Sport (CIS) (more than 50 institutions) Canadian Colleges Athletic Association (CCAA) (nearly 100 institutions)
Traditional Sports in South Asia, SE Asia, and Oceania
Sepak Takraw Kabaddi in India Pencak Silat in SE Asia Muay Thai
Sport Services
Service: Professional sport (Coaches, personal trainers, referees) Tourism (Travel and tour agencies, skiing instructors) Entertainment (Spectator sport, media broadcast, sport shows)
Geography and Background- South Asia
South Asia The region located at the southern end of the Asian continent aka the Indian subcontinent One of the world's most densely inhabited regions, having a population of more than 1.5 billion people Populations in Asia (2018): over 4.5 billion people Populations in South Asia (2018): over 1.8 billion The region has a rich combination of ethnic backgrounds and religious affiliations The nations have formed the South Asian Association for Regional Co-Operation (SAARC) Nations: India, Pakistan, Bangladesh, Afghanistan, Nepal, Sri Lanka, Bhutan, and Maldives
Chinese Olympic Strategies and Systems
Spare-Time Sport Schools State administration of national teams Provincial Sport Bureau, Spare-Time Sport Schools (STSS) City Sport Bureau and STSS District Sport Office and STSS
Import Substitution
Sponsorship dollars earned by an organizer of an international sport event from a local corporation could not be considered a net gain in spending in the regional economy But if the local corporation will sponsor the event no matter where it is held, an import substitution occurs. In that case, sponsorship money stays in the region instead of being spent elsewhere. It results in a spending gain locally.
Elite Sport in Canada
Sport Canada - the federal government body responsible for sport Responsibility - executive services, policy & planning, sport support, sport excellence, major games & hosting, business operations, management strategies (Read the case study on page 93) The survival of most sport organizations depends on the funding by Sport Canada Issues of 2010 Olympic Winter Games
European Sport for All Charter
Sport for All: Launched in 1975 by sport ministers of European member states Ideology - sport values could contribute effectively to the fulfillment of Council of Europe ideals Supported by Code of Sport Ethics in 1992 (Ethical considerations leading to fair play are integral The elements of all sport activity, sport policy, and management apply all levels of ability and commitment including recreational/ competitive sport) Fundamentals of the charter: The importance of making sport accessible to everybody, particularly children and young people
Economics of Sport in Europe
Sport generated an estimated €407billion ($488.4 billion) in 2004, representing 3.7 percent of the EU GDP 15 million employees, a 5.7 percent share of the European labor market (Dimitrov et al., 2006) Sport sector employed about 800,000 professionals in the then 25 member states of the European Union (EU) Sport as a function of the European common market required that is conform to the four fundamental freedoms (Free movement of people, goods, services and capital) A Growing concern regarding the economic value of sport relates to intellectual property rights has contributed significantly to the economic health of the European sport economy
Global sales of Sport Direct Consumption Goods
Sporting goods: (US$ 278.4 billion (2007) 4.1% annual growth expected during 2016-2023) Licensed sport products: US$ 19.3 billion in 2006 Sport drinks: 9.7 billion liters in 2005
Sport in South Korea
Taekwondo is Korea's national sport. Korean athletes have some notable achievements in international competitions. Sport makes up 2.24 percent of GDP. The Korean national football team has qualified for the FIFA World Cup tournaments ten times (including 2018 Russia World Cup), nine of them continuously since 1986, an achievement unparalleled in Asia.
Structure of Modern Pro Sport Leagues
Teams in a sport must make at least five types of decisions about league structure 1. Format - the method for scheduling matches to determine the champion (e.g., Round robin) 2. Hierarchy - the relationship b/w leagues of lesser and greater quality (e.g., Draft) 3. Multiplicity - the number of leagues at the same level of the hierarchy (e.g., two distinct conference) 4. Membership - the conditions under which a team enters and exits a league (e.g., fixed membership vs. promotion-relegation) 5. Governance - the methods for deciding and enforcing league rules and policies (e.g., commissioner)
Legacy Effect
The amount that made up the primary regional impact quickly dwindles after an event. The impact created through the event necessarily returns to its pre-event state, and the direct, total economic impact has run its course Only if the new infrastructure permanently attracts new money to the economy will the regional economy reach a higher level
Historical Background of Pro Sport in U.S.
The earliest known newspaper account of a baseball game was published on Sep 11, 1845 in New York Morning News (New York Knickerbockers Club vs. New York Club) The Knickerbockers Club- model, became the foundation of modern baseball Commissioner - to oversee the rule & regulations of organization No other sporting institution has influenced American professional sport culture as much as baseball has
Japanese Sport Industry Model, Implications
The interactions among these three sport industry sectors have created several composite sectors. The interactions of the sport industry with other industries have also created some other industry segments. E-sport, a new phenomenon, is a joint product of the information technology industry and the sport industry.
Sport in China
The portion of the Chinese population that participates in sport is less than 30 percent. A national games is held every four years. The GDSP of the Chinese sport industry was around US$13 billion in 2004, approximately 0.7 percent of China's GDP. Martial arts and table tennis but also football, basketball, badminton, Chinese chess.
Calculation of Economic Impact
The primary impact- the change in consumption, investment, and export spending that can be attributed directly to the sport event. 𝒀=𝑪+𝑰+(𝑿−𝑴) Where: Y = the size of the economy measured as total income C = total consumption spending in the economy I = total investment spending in the economy X = total export spending in the economy, or the sale of goods produced in the economy to people outside the economy M = total import spending the economy, or the purchases by people in the economy of goods produced outside the economy (X-M) = net exports
European Sport Media
The privatization and deregulation of the European media industry that occurred over the 1980s and 1990s has transformed the economic model of sport in Europe A central role in the financing of European Sport Bargaining arrangement - individual clubs pass control of bargaining power to the association (ex, FIFA, English Premier League [EPL]) (The negotiated deals guarantee exclusivity to one media provider over a specific and usually significant period) Joint selling of media rights - reducing transaction costs for the sellers (Sport clubs) and buyers (Media)
Sport Development and Governance in South Asia
The role of the government appears to be important in the development of mass sport as well as sport at the elite level The role of the public sector in sport is instrumental within local sport development structure The active involvement of the public sector in local sport points to the emphasis given to sport by governments as part of the nation-building agenda Nations are reconstructing their own image and identity
Sporting Goods Consumer
Those who purchase tangible sport products such as sporting equipment, licensed merchandise, and sport memorabilia
Sport Services Consumer
Those who use sport-related service such as sport education, coaching clinics, and medical services offered by leisure and recreation centers
External Factors Affecting Sport Consumption
Two Types of Sport Products: 1. Core Product Game or competition itself Home team performance, presence of star player, quality of home team players, opposing team performance, quality of opposing team, opposing team history & tradition, closeness of competition, duration of the game, skill level, ticket price, ticket affordability, quality of seating, direct mail & notification, publicity, game time, game schedule 2. Peripheral Product parking, concessions, stadium services
North America and Sport
Uniquely different, distinctive, remarkable - magnitude, influence 1. to unify community, region, nation 2. to produce accomplishment and pride 3. to generate a wealth of publicity 4. to produce windfall revenues Football in U.S. vs. football in the rest of the world Sport structure: U.S vs. Britain (England, Wales, Scotland, Ireland) Sport delivery system- (Infrastructures that exist to cater to participation in sport at all levels and in all forms.) To accomplish the mission, goals, objectives
European Sport Model
Until 1989: Western European (Power sharing and interaction b/w government organizations and nongovernment organizations (NGOs) Characteristics of all free-market democratic economies Shaped by the growth of the media and the influence of private financing) Eastern European (between World War II and 1989) Centralized state control of all sport systems Private ownership was abolished (Communism) Since 1989: Western Model
User-Generated Content
Variety of new sources of online information that is created, initiated, and circulated by consumers intent on educating each other about products, brands, services, personalities, and issues
International Branding
a field within international marketing concerned with the challenges that companies face when their brands cross national borders
Consumer
a person who uses products and services and to whom the marketing efforts are directed
Sponsorship
acquiring rights to affiliate or associate with a product or event for the purpose of deriving benefits related to that affiliation or association, including retail opportunities, purchase of media time, entitlement, or hospitality
Sport Consumer
an individual who purchases sporting goods, uses sport services, participates or volunteers in sport and follows sport as a spectator or fan
Promotion
any activity designed to stimulate interest in, awareness of, and purchase of a product including price discounts, sweepstakes, giveaways, advertising, personal selling, public relations, and sponsorship
Frequency of Regional Games in South Asia
chapter 7 slide 11
Sport Marketing
meeting the needs and wants of sport consumers through various exchange processes either by the marketing of sport (the product or service) or marketing through sport (using sport as a marketing vehicle for non-sport goods and service)
New Media Dimensions- Fantasy Sports
popular activities for consumers in the sport industry 15 million people, $15B
Brand
refers to the name, logo, and symbols associated with the sport organization that serve to provide a point of differentiation from similar products in the marketplace
Licensing
the granting rights to a third party that desires to associate itself commercially (for profit and not for profit) with an institution by using trademarks, names, logos, symbols, and slogans
Marketing
the process of creating, communicating, and delivering the value of a product, service, or idea to the consumer
