The Ultimate Guide to Sports Marketing / Edition 2

by Lisa Neirotti, Joe Goldblatt, Stedman Graham

Overview

Sports marketing is heralded as one of the most prestigious, exciting, and popular fields in contemporary marketing. The number of related programs in colleges and universities has exploded, and companies tied with sports marketing handle thousands of avid career hopefuls each year. The Ultimate Guide to Sports Marketing is the first book to go behind the scenes and outline a strategic, integrated approach to effective and innovative sports marketing. Completely revised and repackaged to provide detailed strategies on entering the sports marketing field, acquiring funding, managing event logistics and more, this comprehensive guide covers a wide range of topics including: - Use of the Internet as a sports marketing tool - Negotiations and contracts with sponsors and suppliers - Specifics of licensing deals

Product Details

ISBN-13:	9780071361248
Publisher:	McGraw Hill LLC
Publication date:	03/21/2001
Edition description:	REV
Pages:	315
Product dimensions:	6.30(w) x 8.90(h) x 1.40(d)

About the Author

Lisa Delpy is Assistant Professor of sport and event management and marketing at The George Washington University and the faculty advisor for the University's Forum for Sport Event Management and Marketing. Dr. Delpy's international research on the Olympic movement has taken her to 56 countries where she has interviewed and videotaped over 500 sport event managers and participants. Dr. Delpy has attended 7 Olympic Games, raised funds for the U.S. Olympic Committee, and consulted with corporate sponsors and sports commissions worldwide.

Joe Jeff Goldblatt is the Director of the Event Management Program at the George Washington University. He has produced corporate events for Marriott Corporation, Xerox and dozens of other Fortune 500 companies. He is the author of the first textbook in the field of special even design and production entitled Special Events: The Art and Science of Celebration (VNR 1988). Goldblatt serves on the board for the Journal of Festivals and Special Events, and was the founding President of the International Special Events Society.

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

	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