International Cases in the Business of Sport

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Overview

Contemporary sport is big business. Major teams, leagues, franchises, merchandisers and retailers are in fierce competition in a dynamic global market place. Now in a fully revised and updated second edition, International Cases in Sport Business presents an unparalleled range of brand new, cutting-edge case studies that show how contemporary sport business is done, that illustrate the most important issues and managerial developments in professional sport, and that provide fascinating insight into commercial management practice.

Written by a team of expert academics and practitioners, the cases presented in this book come from every corner of the sporting world, including organisations and events as diverse as the NBA, the Americas Cup, the Tour de France, the PGA, Barcelona FC and Australian Open tennis. They explore key contemporary themes in sport business and management, such as broadcast rights, social media, strategic development, ownership models, mega-events, sports retailing, globalisation, corruption and financial problems. Each case is carefully structured, including a thematic focus, a clear summary, a case diagnosis, a guide to further resources, and a series of questions, graduated by difficulty, to encourage critical reflection. The book includes shorter cases that can be used without pre-reading in seminars and discussion groups, as well as longer, in-depth cases for use out of the classroom in coursework or assignments, and a companion website provides additional teaching notes for lecturers and instructors on each case plus a general guide to using case studies.

No other self-contained resource offers a comparable breadth or depth of international case material or carefully-structured teaching and learning material. International Cases in Sport Business is an essential companion to any sport business or sport management course, and fascinating reading for any sport business professional looking to deepen their understanding of contemporary management.

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Editorial Reviews

From the Publisher
'A must have text for students and a valuable reference for professionals, International Cases in the Business of Sport provides a clear and stimulating insight into the ever changing, and increasingly expanding, global sport market.'
Rob Wilson, Senior lecturer in Sport Management, Sheffield Hallam University, UK.
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Product Details

  • ISBN-13: 9780750685436
  • Publisher: Taylor & Francis
  • Publication date: 12/31/2007
  • Edition description: New Edition
  • Pages: 484
  • Product dimensions: 7.40 (w) x 9.60 (h) x 1.50 (d)

Meet the Author

Simon Chadwick is Professor of Sport Business Strategy and Marketing, and Director of the Centre for the International Business of Sport, at Coventry University.

Dave Arthur is Director of Sport Business Resources, a sport business consultancy based in New South Wales, Australia, that provides sport business services for profit and not for profit organisations ranging from business and marketing strategy formulation, policy development, sponsorship and event evaluation.

John Beech is a Senior Research Fellow at Coventry University, where he is the Head of Sport and Tourism at the Centre for Sustainable Regeneration

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Table of Contents

INTRODUCTION

LEARNING MATRIX

Case 1
MÉS QUE UN CLUB (MORE THAN A CLUB): THE COMMERCIAL DEVELOPMENT OF FC BARCELONA
Simon Chadwick and Dave Arthur

Case 2
BRANDING SPORT TEAMS IN A COMPETITIVE CONTEXT: A LOOK AT TEAM BRANDING STRATEGIES IN THE NATIONAL HOCKEY LEAGUE
André Richelieu and Frank Pons

Case 3
ESPN STAR SPORTS
James Santomier

Case 4
THE CHALLENGES OF MODERNISING A PROFESSIONAL SPORT: A CASE STUDY OF PROFESSIONAL ROAD CYCLING
Stephen Morrow and Catharine Idle

Case 5
SWEATYBETTY: BY WOMEN, FOR WOMEN
Leigh Sparks

Case 6
UNIVERSITY COLLEGE DUBLIN ASSOCIATION FOOTBALL CLUB – PUTTING AN APPROPRIATE STRATEGY IN PLACE
Anne Bourke

Case 7
WHO COULD WISH FOR MORE? NEW ZEALAND’S COAST-TO-COAST MULTISPORT EVENT
Geoff Dickson and Sean Phelps

Case 8
TWENTY-20 AND ENGLISH DOMESTIC CRICKET
Paul Kitchin

Case 9
MANCHESTER UNITED: THE COMMERCIAL DEVELOPMENT OF A GLOBAL FOOTBALL BRAND
Sean Hamil

Case 10
SOMETHING FOR NOTHING - THE FREE TICKET MYTH
Paul Muller and Dave Arthur

Case 11
GUINNESS, SPORT, AND THE POSITIONING OF A GLOBAL BRAND
John Amis

Case 12
SPORTS IN THE COUNTRY OF A BILLION: A STUDY OF THE MARKETING POSSIBILITIES AND THE RESULTING DEVELOPMENT OF LESS POPULAR SPORTS IN INDIA
K.K. Ramachandran

Case 13
DEVELOPMENTS IN WEB TECHNOLOGY: ENHANCING THE VIEWING SPECTACLE OF SPORT.
Paul Turner

Case 14
TRIBALISM: ATTRACTING FANS IN A FRAGMENTED MARKET
Rudi Meir

Case 15
THE INTERNATIONALISATION OF CLUB ATLÉTICO DE MADRID, S.A.D.:
CREATING VALUE BEYOND BORDERS, A DIFFERENTIAL STRATEGY
Ignacio Urrutia, Germán Robles and Kimio Kase

Case 16
OLYMPIC MARKETING: THE POWER OF THE FIVE RINGS BRAND
Alain Ferrand

Case 17
TO CLOSE OR NOT TO CLOSE: PRESS RELATIONS AND LOCKER ROOM ACCESSIBILITY IN SPORTS
Paul M. Pedersen

Case 18
“THE GAME WE LOVE. EVOLVED.”: CRICKET IN THE 21ST CENTURY
Maria Hopwood and Allan Edwards

Case 19
CELEBRITY ATHLETES AND ATHLETIC CLOTHING DESIGN: THE CASE OF NATALIE GULBIS
Norman J. O’Reilly & L. Anne Braedley

Case 20
PROMOTING PACIFIC ISLANDER RUGBY IN A CROWDED MARKETPLACE: USING MEDIA RELATIONS TO OVERCOME THE CHALLENGE
Dave Arthur and Simon Chadwick

Case 21
INTEGRATION BETWEEN BROADCASTERS AND TRANSMISSION COMPANIES INVOLVED IN SPORTS BROADCASTING
Harry Arne Solberg, Knut Helland and Brita Ytre-Arne

Case 22
HOW TO USE NAMING RIGHTS IN THE BUSINESS OF SPORT
Thomas Bezold

Case 23
IF THE SHOE FITS: A MARKETING ANALYSIS OF THE STARBURY ONE BASKETBALL SHOE
David Stotlar and Cheri Bradish

Case 24
ON TOUR WITH THE BARMY ARMY: A CASE STUDY IN SPORTS TOURISM
John Beech

Case 25
THE FUTURE OF THE TOUR DE FRANCE: FROM AN INDEPENDENT STYLE OF ORGANIZATION TO “A FORMULA ONE MODEL”?
Michel Desbordes

Case 26
SPORTS DEVELOPMENT MEETS SPORTS MARKETING IN AFRICA: BASKETBALL WITHOUT BORDERS AND THE NBA IN AFRICA
Jason Means & John Nauright

Case 27
NEW MARKETING CHALLENGE OF THE SOUTH KOREAN PROFESSIONAL BASEBALL LEAGUE & THE LOTTE GIANTS
Jaemin Hong and Chanil Lee

Case 28
PROFESSIONAL RUGBY, COMMUNITY RUGBY CLUBS AND VOLUNTEERS: CREATING ADVANTAGE THROUGH BETTER VOLUNTEER MANAGEMENT
Simon Darcy, Tracy Taylor, Graham Cuskelly and Russell Hoye

Case 29
BOCA JUNIORS, THE HALF PLUS ONE OF THE AMERICA’S POPULATION TEAM: THE RESTRUCTURE OF THE CLUB
Santiago Ramallo

Case 30
GRAND SLAM COMMITTEE MOVES TO REGULATE TENNIS WEAR LOGOS
Simon Chadwick and Geoff Walters

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