The Ultimate Guide to Sports Marketing / Edition 2 available in Hardcover
The Ultimate Guide to Sports Marketing / Edition 2
- ISBN-10:
- 0071361243
- ISBN-13:
- 9780071361248
- Pub. Date:
- 03/21/2001
- Publisher:
- McGraw Hill LLC
- ISBN-10:
- 0071361243
- ISBN-13:
- 9780071361248
- Pub. Date:
- 03/21/2001
- Publisher:
- McGraw Hill LLC
The Ultimate Guide to Sports Marketing / Edition 2
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Overview
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
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.
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.
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 |