ISBN-10:
0071361243
ISBN-13:
9780071361248
Pub. Date:
03/21/2001
Publisher:
McGraw-Hill Professional Publishing
The Ultimate Guide to Sports Marketing / Edition 2

The Ultimate Guide to Sports Marketing / Edition 2

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Product Details

ISBN-13: 9780071361248
Publisher: McGraw-Hill Professional Publishing
Publication date: 03/21/2001
Edition description: REV
Pages: 315
Sales rank: 1,329,774
Product dimensions: 6.40(w) x 9.30(h) x 1.03(d)

About 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.

Table of Contents

Forewordxi
Prefacexiii
Acknowledgmentsxvii
Part 1The Role and Scope of Sport Events
1Understanding the Sport Industry, the Players, and Opportunities3
Appreciating the History and Variety of Sport Events5
The Starting Blocks12
Personality, Lifestyle, and Work Style Characteristics You Will Need14
Expectations14
Game Highlights17
2Critical Planning to Master the Game19
SWOT: The Strengths, Weaknesses, Opportunities, and Threats Analysis20
Creating and Working Your Plan26
Plan for Uniqueness30
International Event Planning30
Conducting Your Planning Meetings31
Celebrating Success and Controlling Stress31
Planning for Contingencies34
Sport Event Planning: Summary35
Game Highlights36
Resources for Event Planning Software37
3Designing, Planning, and Controlling Event Logistics39
Asking the Right Questions39
Logistics40
Working with Vendors43
Selecting a Web Partner49
Volunteers52
Uniform Design and Distribution53
Facilities55
Weather56
Traffic Flow: Keep Things Moving56
Transportation58
Special Accommodations61
Food and Beverage63
Ticketing and Admissions65
Ticketing and Seating Variations67
Seating Design and Control68
Safety and Emergency Precautions68
Hallmark or Recurring Events69
Award Ceremonies70
Negotiating Hotel Room Blocks71
Bookends and Other Conflicts74
Beginning the Logistical Planning Cycle75
Game Highlights79
4Providing Hospitality at Sport Events81
Questions and Considerations When Purchasing a Hospitality Package82
A La Carte and Individual Hospitality84
Winning the Hospitality Game: 10 Effective Hospitality Strategies85
Working within a Budget92
A Final Word on Sport Event Hospitality93
Game Highlights95
References for Protocol96
5Negotiations and Contracts97
Option to Renew and Right of First Refusal98
Termination and Arbitration99
Risk Management and Insurance99
Sponsor and Supplier Agreements100
Television104
Personnel104
Sport Celebrities105
Not-for-Profit Beneficiaries105
Venue Contracts106
Licensees106
Hospitality107
When to Utilize Legal Counsel108
When to Consult a Sport Management/Marketing Consultant109
Litigation, Arbitration, and Alternative Dispute Systems110
Closing Arguments111
Game Highlights112
6Risk Management: Protecting Your Investment113
Tell It to the Judge114
Training: The First Preventative Measure115
Risk Assessment116
Athlete Protection118
Loss Prevention118
Storage119
Access to Events120
Hiring Staff122
Transporting the Goods124
Wrap-Up125
Safety First126
Anticipating Problems128
Incident Reporting130
Securing Adequate Insurance131
The Final Score137
Game Highlights137
7Effectively Recruiting and Leveraging a Sport Celebrity139
Finding the Right Match140
Contacting and Persuading the Sport Celebrity141
What Does It Cost?143
Maximizing the Celebrity's Appearance144
Ideas for Sport Celebrity Appearances148
Game Highlights149
8Event Marketing151
Part ITraditional Event Marketing152
Part IICorporate Event Marketing169
Game Highlights174
Part 2Practical Methods for Achieving Success
9Financing Sports Events177
Finding Capital177
Contracting Outside Agencies194
Nonsponsorship Funding Sources: Foundations and Financial Institutions195
Controlling Costs196
Final Words of Advice197
Game Highlights198
10Licensing Agreements and Merchandising199
The Licensing Process200
Vending Locations, Design, and Operations201
Marketing Licensed Merchandise and Guarantees202
Training Your Sales Team203
Selling Merchandise at Smaller Events204
Game Highlights205
11The Ins and Outs of Sport Events207
Cycling208
Running Races208
Golf Tournaments and Outings214
3-on-3 = 7 Times the Fun218
Alternative or Action Sports220
Ultra Sport Events222
Multicity Sport Events222
Game Highlights223
12Sports Tourism: An Economic Catalyst for Cities225
Organizing a Sports Commission227
Assessing Your Community227
Bidding for Events229
Homegrown Events232
Marketing Your City as a Sports Center233
Measuring the Economic Impact234
Additional Research246
Game Highlights246
13Charitable Events247
Who Benefits?248
Finding the Right Charitable Organization249
What Does the Charity Bring to the Sport Event?250
Legal Considerations250
Seeking Sponsors254
The Charity Spokesperson254
Potential Liabilities254
Measuring Your Success255
Game Highlights256
14Closing Ceremonies: Advice to New Sport Event Management and Marketing Professionals259
Get Up at Dawn: The Future Is Yours259
Ready, Set, Go!261
A Final Word262
Part 3Appendixes
1Sample Agreements267
AIndependent Contractor Agreement267
BSponsorship Agreement273
CLicensing Agreement277
2Useful Resources287
ACareer Opportunities in Sport Event Management and Marketing287
BTypes of Sport Events288
CSport Awards Banquet: Sample Script290
DProduction Schedule Designed by Robert W. Hulsmeyer and Adapted for Basketball by Dylan Aramian292
EOlympic Games Official Opening/Closing Ceremonies296
FRules for Establishing Precedence (Protocol) for Your Sport Event299
References305
Index309

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