The Ultimate Guide to Sports Marketing / Edition 2

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Overview

Includes vital industry information, Internet strategies, and more

An Insider's Look at the Dynamic World of Sports Marketing

Sports marketing is a prestigious and challenging career. The Ultimate Guide to Sports Marketing, Second Edition, will show you how to get your foot in the door and, once inside, construct a solid career in virtually any sport-related field you choose.

The first book to go behind the scenes to examine all the fundamentals from getting that elusive first job interview to acquiring funding, negotiating contracts, managing event logistics, and more this integrated approach to sports marketing features:

  • Discussions with top-level professionals who helped establish and define the field
  • The SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis A proven method for identifying internal aspects and external variables that may affect your success
  • Sample agreements for independent contractors, sponsorship, licensing, endorsements, and venues

Whether you are managing and marketing sports organizations, products, events, or even the athletes themselves, you must be able to look beyond the games to keep them functioning seamlessly. Let The Ultimate Guide to Sports Marketing act as both your guidebook and fingertip reference for entering and building a career in the exciting world of today's sports marketing.

"Get the fundamentals down and the level of everything you do will rise."

 Michael Jordan

The Ultimate Guide to Sports Marketing is about the fundamentals of sports marketing and event management. How can a sports event be designed to meet the needs of athletes, spectators, and sponsors? If a celebrity is scheduled to be on hand, what type of travel and hotel accommodations must be provided? How can you determine appropriate sponsors for an event and then demonstrate the benefits of their sponsorship?

Sports marketing has become one of today's single most exciting careers. The excitement of being involved with sports and teams that you've followed since childhood, the glamour of rubbing elbows with renowned athletes and celebrities, the drama of organizing an event for hundreds or even thousands of attendees all add up to make sports marketing a thrilling, multidimensional career.

At every level, event managers and marketers must share the same discipline, instinctive talent, and tenacity of the athletes themselves. The Ultimate Guide to Sports Marketing will show you how to develop the skills necessary to manage virtually any sports marketing scenario, including:

Event coordination
• Contingency planning
• Logistics
• Working with vendors
• Purchasing, inventory, and distribution of goods
• Ticketing and admissions
• Safety and emergency precautions
• Seating design and controls
• Sponsor and supplier agreements
• Risk management and insurance
• Venue contracts
• Licensing
• Loss prevention
• Finding sponsorship
• Marketing licensed merchandise
• Alternative sport events
• Sports tourism
• Charitable events

Because of their obvious appeal, sports marketing jobs are among the most sought-after in today's job market. But beyond the fun and games, sports marketing requires knowledge and dedication. From ideas for effectively leveraging sport celebrities and their appearances to sample scripts for banquets and presentations, and from managing concessions at Little League games to high-profile World Series promotional assignments, The Ultimate Guide to Sports Marketing pulls back the curtain to give you a hands-on, detailed look at what it takes to succeed behind the arena walls where the real business takes place.

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Product Details

  • ISBN-13: 9780071361248
  • Publisher: McGraw-Hill Professional Publishing
  • Publication date: 3/21/2001
  • Edition description: REV
  • Edition number: 2
  • Pages: 315
  • Sales rank: 1,187,390
  • Product dimensions: 6.40 (w) x 9.30 (h) x 1.03 (d)

Meet the Author

Stedman Graham is president of Graham and Associates, a leading sports marketing firm that has played a role in events including the Volvo Tennis Tournament and the NBA Legends Pride Classic. An adjunct professor at Northwestern University's Kellogg Graduate School of Management, Graham is the best-selling author of You Can Make It Happen and Teens Can Make It Happen. He also writes a popular column for Inside Sports.

Lisa Delpy Neirotti, Ph.D., is director of the sports management program at The George Washington University. Dr. Neirotti consults with corporate sponsors and sports commissions around the world and is a frequent contributor to academic and industry publications.

Joe Jeff Goldblatt is director of the event management program at The George Washington University. The author of Special Events: The Art and Science of Celebration, Goldblatt has produced corporate events for Marriott, Xerox, and dozens of other Fortune 500 companies.

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Table of Contents

Foreword xi
Preface xiii
Acknowledgments xvii
Part 1 The Role and Scope of Sport Events
1 Understanding the Sport Industry, the Players, and Opportunities 3
Appreciating the History and Variety of Sport Events 5
The Starting Blocks 12
Personality, Lifestyle, and Work Style Characteristics You Will Need 14
Expectations 14
Game Highlights 17
2 Critical Planning to Master the Game 19
SWOT: The Strengths, Weaknesses, Opportunities, and Threats Analysis 20
Creating and Working Your Plan 26
Plan for Uniqueness 30
International Event Planning 30
Conducting Your Planning Meetings 31
Celebrating Success and Controlling Stress 31
Planning for Contingencies 34
Sport Event Planning: Summary 35
Game Highlights 36
Resources for Event Planning Software 37
3 Designing, Planning, and Controlling Event Logistics 39
Asking the Right Questions 39
Logistics 40
Working with Vendors 43
Selecting a Web Partner 49
Volunteers 52
Uniform Design and Distribution 53
Facilities 55
Weather 56
Traffic Flow: Keep Things Moving 56
Transportation 58
Special Accommodations 61
Food and Beverage 63
Ticketing and Admissions 65
Ticketing and Seating Variations 67
Seating Design and Control 68
Safety and Emergency Precautions 68
Hallmark or Recurring Events 69
Award Ceremonies 70
Negotiating Hotel Room Blocks 71
Bookends and Other Conflicts 74
Beginning the Logistical Planning Cycle 75
Game Highlights 79
4 Providing Hospitality at Sport Events 81
Questions and Considerations When Purchasing a Hospitality Package 82
A La Carte and Individual Hospitality 84
Winning the Hospitality Game: 10 Effective Hospitality Strategies 85
Working within a Budget 92
A Final Word on Sport Event Hospitality 93
Game Highlights 95
References for Protocol 96
5 Negotiations and Contracts 97
Option to Renew and Right of First Refusal 98
Termination and Arbitration 99
Risk Management and Insurance 99
Sponsor and Supplier Agreements 100
Television 104
Personnel 104
Sport Celebrities 105
Not-for-Profit Beneficiaries 105
Venue Contracts 106
Licensees 106
Hospitality 107
When to Utilize Legal Counsel 108
When to Consult a Sport Management/Marketing Consultant 109
Litigation, Arbitration, and Alternative Dispute Systems 110
Closing Arguments 111
Game Highlights 112
6 Risk Management: Protecting Your Investment 113
Tell It to the Judge 114
Training: The First Preventative Measure 115
Risk Assessment 116
Athlete Protection 118
Loss Prevention 118
Storage 119
Access to Events 120
Hiring Staff 122
Transporting the Goods 124
Wrap-Up 125
Safety First 126
Anticipating Problems 128
Incident Reporting 130
Securing Adequate Insurance 131
The Final Score 137
Game Highlights 137
7 Effectively Recruiting and Leveraging a Sport Celebrity 139
Finding the Right Match 140
Contacting and Persuading the Sport Celebrity 141
What Does It Cost? 143
Maximizing the Celebrity's Appearance 144
Ideas for Sport Celebrity Appearances 148
Game Highlights 149
8 Event Marketing 151
Part I Traditional Event Marketing 152
Part II Corporate Event Marketing 169
Game Highlights 174
Part 2 Practical Methods for Achieving Success
9 Financing Sports Events 177
Finding Capital 177
Contracting Outside Agencies 194
Nonsponsorship Funding Sources: Foundations and Financial Institutions 195
Controlling Costs 196
Final Words of Advice 197
Game Highlights 198
10 Licensing Agreements and Merchandising 199
The Licensing Process 200
Vending Locations, Design, and Operations 201
Marketing Licensed Merchandise and Guarantees 202
Training Your Sales Team 203
Selling Merchandise at Smaller Events 204
Game Highlights 205
11 The Ins and Outs of Sport Events 207
Cycling 208
Running Races 208
Golf Tournaments and Outings 214
3-on-3 = 7 Times the Fun 218
Alternative or Action Sports 220
Ultra Sport Events 222
Multicity Sport Events 222
Game Highlights 223
12 Sports Tourism: An Economic Catalyst for Cities 225
Organizing a Sports Commission 227
Assessing Your Community 227
Bidding for Events 229
Homegrown Events 232
Marketing Your City as a Sports Center 233
Measuring the Economic Impact 234
Additional Research 246
Game Highlights 246
13 Charitable Events 247
Who Benefits? 248
Finding the Right Charitable Organization 249
What Does the Charity Bring to the Sport Event? 250
Legal Considerations 250
Seeking Sponsors 254
The Charity Spokesperson 254
Potential Liabilities 254
Measuring Your Success 255
Game Highlights 256
14 Closing Ceremonies: Advice to New Sport Event Management and Marketing Professionals 259
Get Up at Dawn: The Future Is Yours 259
Ready, Set, Go! 261
A Final Word 262
Part 3 Appendixes
1 Sample Agreements 267
A Independent Contractor Agreement 267
B Sponsorship Agreement 273
C Licensing Agreement 277
2 Useful Resources 287
A Career Opportunities in Sport Event Management and Marketing 287
B Types of Sport Events 288
C Sport Awards Banquet: Sample Script 290
D Production Schedule Designed by Robert W. Hulsmeyer and Adapted for Basketball by Dylan Aramian 292
E Olympic Games Official Opening/Closing Ceremonies 296
F Rules for Establishing Precedence (Protocol) for Your Sport Event 299
References 305
Index 309
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