Chapter
Ads
Ad 1.1 – Concept of sports marketing
Credit: Reprinted with permission. www.cartoonstock.com Ref. aton1188
Ad 1.2 – Become a Fantasy Football God Ad: Fantasy sports blurring the line between spectator and participant
Source: Sporting News
Articles
Sports Marketing Hall of Fame: Mark McCormack
Source: Susan Vinella, “Sports Marketing Pioneer Dead at 72”; “IMG’s McCormack Hailed as Visionary,” Plain Dealer, May 17, 2003, a1; Eric Fisher, “IMG Founder McCormack Spiced Up the Sports World,” The Washington Times, May 18, 2003, c3.
Credit: The Washington Times
URL: http://www.washingtontimes.com/news/2003/may/18/20030518-120347-6818r/?page=all
Girls get their game on – with great gear: Sports teams cater to women fans with new lines of feminine fashion
Article Author: Ellen Warren
Rightsholder: Courtesy of Chicago Tribune
Figures
Figure 1.3 – Top 10 Sports Websites (March 2011; Total U.S. Home, Work, and University Internet Users
Source: Created by Author, adapted from: http://www.ebizmba.com/articles/sports-websites
Photos
Photo 1.1 – Fans in grandstand
Source: Shutterstock.com – ID # 1855093
Credit: © aceshot1/Shutterstock.com
Photo 1.2 – The sports collectors dream – the Baseball Hall of Fame. The Baseball Hall of Fame’s plaque gallery, housing plaques for all Hall of Famers, November 26, 2011 in Cooperstown, NY.
Source: Shutterstock.com # 90134158
Credit: © Aspen Photo/Shutterstock.com
Tables
Table 1.1 – 25 Coolest Minor League Stadiums
Source: Author Generated Table
Article Author: Doug Mead
Rightsholder: BleacherReport
URL: http://bleacherreport.com/articles/842135-power-ranking-the-25-coolest-minorleague-stadiums
Table 1.2 – NFL Media Rights
URL: http://espn.go.com/nfl/story/_/id/7353238/nfl-re-ups-tv-pacts-expand-thursday-schedule
Table 1.3 – Most Popular Sports and Fitness Activities Based on Core Participation (age 6 and above; U.S. residents)
Credit: Reproduced with kind permission of Sports & Fitness Industry Association, www.sfia.org
Webcaptures
Webcapture 1.1 – ESPN: The growth of sports information on the Web
URL: www.espn.go.com
Webcapture 1.2 – Ski.com: Ski.com provides information for ski enthusiasts
Courtesy http://ski.com
URL: www.Ski.com
Webcapture 1.3 – NCAA: One of the most powerful sanctioning bodies
Copyright: © National Collegiate Athletic Association, 2012. All rights reserved.
URL: http://www.ncaa.com/
Chapter 2
Ads
Ad 2.1 – Cobra stresses an improved performance based on their technological product improvements
Source: Cobra Golf
Ad 2.2 – NCAA capitalizes on the new opportunities based on the growth in women’s sports.
Source: NCAA © National Collegiate Athletic Association, 2012. All rights reserved.
NBA Releases 2011-2012 Regular Season Schedule
Source: http://Slamonline.com
Credit: The NBA and individual member team identifications reproduced herein are used with permission from NBA Properties, Inc. © 2014 NBA Properties, Inc. All rights reserved.
URL: http://www.slamonline.com/online/nba/2011/12/nba-releases-2011-2012-regular-season-schedule/
On the Industry’s Radar
Article Author: Dan Muret
Rightsholder: Sports Business Journal
URL: http://m.sportsbusinessdaily.com/Journal/Issues/2012/01/16/In-Depth/Trends.aspx
Big-Time College Sports is an Out-of-Control Monster
Article Author: Ken Reed
Credit: Courtesy of Ken Reed
URL: http://leagueoffans.org/2013/06/11/big-time-college-sports-is-an-out-of-control-monster/
MLB Forms Diversity Committee
Article Author: Associated Press
Credit: Used with permission of Bloomberg L.P. Copyright© 2014. All rights reserved.
URL: http://espn.go.com/mlb/story/_/id/9158114/mlb-forms-task-force-study-how-increase-diversity
Photos
Photo 2.1 – After the Lockout, the NBA is Still Thriving: Chris Bosh #4 participates in an NBA basketball game at the Air Canada Centre on January 24, 2010 in Toronto, Canada. The Toronto Raptors beat the Los Angeles Lakers 106-105.
Source: Shutterstock.com – ID # 49724977g
Credit: Domenic Gareri/Shutterstock.com
Photo 2.2 – The mature market: staying young and having fun in record numbers Source: Shutterstock.com – ID # 3105993 Credit: Lisa F. Young/Shutterstock.com
Tables
Table 2.1 – College Sports TV: The Main Players
URL: http://www.broadcastingcable.com/news/news-articles/battle-college-sports-fans/106216
Table 2.2 – Top 10 Sports Video Games (Ranked by total U.S. units sold)
URL: www.complex.com/video-games/2012/12/the-10-best-sports-video-games-of-2012/fifa-13
Webcapture 2.1 – Myrtle Beach Pelicans using a low-cost market niche strategy
Source: BB&T Coastal Field
Credit: Reproduced courtesy of Myrtle Beach Pelicans
Webcapture 2.2 – ESPN Fantasy Sports: ESPN.com providing sports information via the Internet
Source: ESPN.com
Webcapture 2.3 – C-12 Lacrosse showing its latest advances in Lacrosse Technology
Source: C-12 Lacrosse
Reproduced with permission of Entrotech.com
Chapter 3
Articles
Marketing Research in Action: the Gary Southshore RailCats
Source: Center for Sport Recreation and Tourism Development, KSU / Gary
Southshore RailCats Feasability Study
Hitting a Home Run with the Digital Generation
Rightsholder: Scarborough USA 2012
Case Study: A Sponsorship Measurement Solution
Source: A Sponsorship Measurement Solution, IEG October, 2011. Ukman, L & Krasts, M
Credit: IEG
URL: http://www.sponsorship.com/ieg/files/07/07903e35-98d1-4f1c-b318-7524b3104222.pdf
Drivers should take a spin online, study shows
Article Author: Tripp Mickle
Rightsholder: Sports Business Journal
URL: http://www.sportsbusinessdaily.com/Journal/Issues/2012/11/05/Research-and-Ratings/NASCAR-study.aspx
Case Study: Survey Shows Split on Racial Opportunity
Article Author: Mark Fainaru-Wada
Rightsholder: ESPN – Originally published in The Good Men Project
URL: http://sports.espn.go.com/espn/otl/news/story?id=6006813
Figure 3.4 – Designing a questionnaire
Source: Churchill. IM/TM - Basic Marketing Research, 3/E, 3E. © 1996 South-Western, a part of Cengage Learning, Inc. Reproduced with permission.
URL: www.cengage.com/permissions
Photos
Photo 3.1 – Field Hockey: The growing number of women’s sport participants is being monitored through secondary marketing research.
Credit: Elissa Unger
Photo 3.2 – Focus groups
Source: Shutterstock.com – ID #55855492
Credit: Franz Pfluegl/Shutterstock.com
Tables
Table 3.3 – North American Golf Report Table of Contents
Credit: Golf Research Group
URL: http://www.golf-research-group.cpm/reports/22/content.html
Webcaptures
Webcapture 3.1 – SBRNET: Sport Business Research is an excellent source of primary and secondary data
Credit: Courtesy www.SBRNET.com.
Chapter 4
Ads
Ad 4.1 – Wrangler® & Brett Farve
Source: Wrangler®
Credit: Courtesy Wrangler®
Articles
Spotlight on International Sports Marketing
Article author: Richard Lewis
Credit: Courtesy of Sport England
URL: http://sportengland.org/about-us/what-we-do/annual-report/
Sports Marketing Hall of Fame: Babe Didrikson Zaharias
Credit: Elizabeth Lynn, Babe Didrikson Zaharias: Champion Athlete (New York, Chelsea House, 1989). 1-55546-684-2 © 1989 by Chelsea House Publishers an imprint of Infobase Learning.
High School Sports Participation Tops 7.6 Million, Sets Record
Article Author: Lauren Fellmeth
Source: “High School Sports Participation Tops 7.6 Million, Sets Record”
Credit: NFHS: National Federation of State High School Associations.
URL: http://www.nfhs.org/content.aspx?id=3282.
P90X vs. Insanity: Which is the best for you?
Article Author: Rebecca Anderson
Source: Sports & Fitness
URL: http://weekly.blog.gustavus.edu/2013/02/22/p90x-vs-insanity-which-is-the-best-for-you/
Figures
Figure 4.2 – Maslow’s Hierarchy of Needs
Source: A.H. Maslow, Motivation and Personality, 2nd ed. (New York: Harper and Row, 1970).
Credit: Maslow, Abraham H.; Frager, Robert D.; Fadiman, James, Motivation and Personality, 3rd Edition, © 1987.
Reprinted by permission of Pearson Education, Inc., Upper Saddle River, NJ.
Figure 4.5 – Model of Attitude Formation
Source: Adapted from Del Hawkins, Roger Best, and Kenneth Coney. Consumer Behavior: Building Marketing Strategy, 7/e © 1998 The McGraw-Hill Companies, Inc.
ISBN 0256218951
Rightsholder: McGraw-Hill Companies
Credit: © The McGraw-Hill Companies, Inc.
Figure 4.6 – Model of Consumer Socialization
Source: John Mowen, Consumer Behavior 3rd ed. (New York: Macmillan, 1993)
Rightsholder: Macmillan
Figure 4.7 – The Structure of Social Class
Source: Richard P. Coleman, “The Continuing Significance of Social Class to Marketing,” Journal of Consumer Research, vol. 10 (December 1983), 265-280.
Rightsholder: Journal of Consumer Research
Credit: Reprinted by permission of the University of Chicago Press.
Photos
Photo 4.1 – Father and son fishing together by the ocean
Source: Shutterstock.com – ID # 57789094
Credit: BlueOrange Studio/Shutterstock.com
Photo 4.2 – Many consumers see a discrepancy between the “ideal” and “actual” body.
Source: Shutterstock.com – ID # 106274624
Credit: Diego Cervo/Shutterstock.com
Photo 4.3 – A growing number of consumers participate in high-risk sports.
Source: Shutterstock.com – ID # 107616701
Credit: Vitalii Nesterchuk/Shutterstock.com
Photo 4.4 – Sports participants fulfilling the need for self-actualization.
Source: Shutterstock.com – ID # 97358237
Credit: Dudarev Mikhail/Shutterstock.com
Photo 4.5 – The high involvement cyclist
Source: Shutterstock.com – ID # 107083253
Credit: Ljupco Smokovski/Shutterstock.com
Photo 4.6 - Karate: Girls’ sport participation is eroding traditional gender roles
Source: Shutterstock.com – ID # 59662453
Credit: Lipik/Shutterstock.com
Photo 4.7 – Marathon
Source: Shutterstock.com – ID # 162584165
Credit: Suzanne Tucker/Shutterstock.com
Tables
Table 4.1 – Sport Participation Changes from 2013 (Participants ages six and up)
Credit: Courtesy The Sporting Goods Marketing Association
Table 4.2 – Golfer’s Self-Reported Traits and Personality Characteristics
Source: Yankelovich Partners, “How Golfers Are Likely to Describe Themselves.”
Rightsholder: Yankelovich Partners
Credit: The Futures Company Worldwide
Table 4.3 – Why People Participate in Sports
Source: George Milne, William Sutton, and Mark McDonald, “Niche Analysis: A Strategic Measurement Tool for Managers,” Sport Marketing Quarterly, vol. 5, no. 3 (1996), 17–21.
Rightsholder: Sports Marketing Quarterly
Credit: Courtesy of Fitness Information Technology, Morgantown, WV.
Table 4.4 – Segmentation of Runners by Motives
Source: Andrew J. Rohm, George R, Milne, and Mark McDonald, “A Mixed-Method Approach for Developing Market Segmentation Typologies in the Sports Industry,”
Sport Marketing Quarterly, 2006, 15, 29-39, © 2006 West Virginia University
Rightsholder: Sports Marketing Quarterly
Credit: Courtesy of Fitness Information Technology, Morgantown, WV.
Table 4.5 – Core American Values
Source: Leom Shiffman and Leslie Kanuk. Consumer Behavior, 5th ed. (Upper Saddle River, NJ: Prentice Hall, 1994).
Credit: Courtesy The Sporting Goods Marketing Association
Table 4.6 – Household Income for Select Sports and Activities
Credit: reproduced with kind permission of Sports & Fitness Industry Association, www.sfia.org
Webcaptures
Webcapture 4.1 – Kayak Online: Online information source
Source: Kayak Online
URL: http://www.kayakonline.com
Chapter 5
Articles
Baseball Suffers Drop in Attendance
Article Author: Ken Rosenthal
Rightsholder: Foxsports
URL: http://msn.foxsports.com/mlb/story/attendance-down-not-just-at-miami-marlins-games-060513
Sports Marketing Hall of Fame: David Stern
Source: Adapted from E.M. Swift, “Corned Beef to Caviar.” Sports Illustrated (June 3, 1991), 74-87.
Credit: Time, Inc.
Sports Wagering
Rightsholder: American Gaming Association
Credit: American Gaming Association
URL: http://www.americangaming.org/industry-resources/research/fact-sheets/sports-wagering
Figures
Figure 5.2 – Model of Sportscape
Source: K.L. Wakefield, J.G. Blodgett, and H.J. Sloan, “Measurement and Management of the Sportscape,” Journal of Sport Management, vol. 10, no. 1 (1996), 16.
Credit: Courtesy of Human Kinetics, Inc.
Figure 5.3 – Model for Fan Identification
Source: William A. Sutton. Sports Marketing Quarterly.
Rightsholder: Sports Marketing Quarterly
Credit: Courtesy of Fitness Information Technology, Morgantown, WV.
Photo 5.1 – Group of happy Brazilian soccer fans commemorating victory, with the flag of Brazil swinging in the air.
Source: Shutterstock.com – ID # 160923683
Credit: mangostock/Shutterstock.com
Photo 5.2 – Traditional corrida – bullfighting in Spain. Bullfighting has been prohibited in Catalunia since 2011 for animal torturing.
Shutterstock.com – ID # 155340746
Credit: Matej Kastelic/Shutterstock.com
Tables
Table 5.1 – Differences between Spectators and Participants
Source: Adapted from John Burnett, Anil Menon, and Denise T. Smart, “Sports Marketing: A New Ball Game with New Rules,” Journal of Advertising Research (September-October 1993), 21-33.
Rightsholder: Journal of Advertising Research
Credit: Courtesy www.warc.com
Table 5.2 – Who’s a Sports Fan?
Source: “Americans to Rest of World: Soccer Not Really Our Thing,” page 8
Credit: Courtesy of the Pew Research Center
URL: http://www.pewsocialtrends.org/2006/06/14/americans-to-rest-of-world-soccer-not-really-our-thing/
Table 5.3 – Eight Value Dimensions of Sport to the Community
Source: James J. Zhang, Dale G. Pease, and Sai C. Hui, “Value Dimensions of Professional Sport as Viewed by Spectators,” Sports and Social Isssues (February 21, 1996), 78–94. Copyright © 1996, SAGE Publications.
Credit: Reprinted by Permission of SAGE Publications.
Table 5.4: What’s Your Favorite Sport? Favorite sport to watch by interest in sports news.
Source: “Americans to Rest of World: Soccer Not Really Our Thing,” page 9
Credit: Courtesy of the Pew Research Center
URL: http://www.pewsocialtrends.org/2006/06/14/americans-to-rest-of-world-soccer-not-really-our-thing/
Webcaptures
Webcapture 5.1 – Richard Petty Driving Experience: Allowing NASCAR fans to feel racing thrills
Source: Richard Petty Driving Experience
Credit: Richard Petty Driving Experience / DrivePetty.com
URL: http://www.drivepetty.com/
Webcapture 5.2 – New sports facilities such as the Cowboy Stadium in Dallas influence attendance.
Source: dallascowboys.com
Chapter 6
Ads
Ad 6.1 – Hodgman is capitalizing on the growing mature market. Credit: Pure Fishing – Columbia
Ad 6.2 – Pygmy is segmentation on the basis of the family life cycle. Credit: www.pygmyboats.com
Ad 6.3 – 47 Brand positions itself as the official licensee of the National Basketball Association.
Credit: Forty Seven Brand
Articles
Technical Report: Sport England Market Segmentation
Source: Sport England
Credit: Courtesy Sport England
URL: http://www.sportengland.org/research/about-our-research/market-segmentation/
Generation M2: Media in the Life of 8 to 18 Year Olds, The Henry J. Kaiser Family Foundation, 2013.
Credit: Courtesy The Henry J. Kaiser Family Foundation
URL: http://kff.org/other/poll-finding/report-generation-m2-media-in-the-lives/
ESPN W Brand
URL: http://blogswithballs.com/2010/10/espnw-a-brand-for-female-athletes/
The IWFL and the History of Women’s Tackle Football
Credit: Reprinted with permission from Yahoo. © 2014 Yahoo.
URL: http://voices.yahoo.com/the-iwfl-history-womens-tackle-football-4268395.html
NFL May be Hitting Stride with Female Fans
Rightsholder: ESPN, published 2/3/12
URL: http://espn.go.com/espnw/news-commentary/article/7536295/nfl-finding-success-targeting-women-fans-merchandise-fashion [accessed 1/2/14]
Move over Fútbol. The NFL Scores Big With Latinos
Rightsholder: Dialogo Public Relations (Dialogo.us/), published 1/3/12
Credit: Diálogo Public Relations
URL: http://www.dialogo.us/move-over-futbol-the-nfl-scores-big-with-latinos/ [accessed 1/2/14]
Spotlight on International Sports Marketing – NBA continues to grow internationally Source: http://www.nba.com/2012/news/10/26/nba-international-growth.ap/index.html
Rightsholder: NBA.com
Credit: The NBA and individual member team identifications reproduced herein are used with permission from NBA Properties, Inc. © 2014 NBA Properties, Inc. All rights reserved.
Baseball Continues to Assist Storm Relief Efforts
Article Author: John Schlegel and Mark Newman
Rightsholder: http://MLB.com
Figures
Figure 6.1 – Pro-Sports that Appeal to Teenagers: Youth who say they are very or somewhat interested in the sport.
Credit: With permission of The Futures Company
Photos
Photo 6.1 – Young boy watching a baseball game: Professional sports are realizing the importance of the kid’s market to their long-term success.
Source: Shutterstock.com – ID # 1240253
Credit: Christopher Penler/Shutterstock.com
Photo 6.2 – Polo European Championship match Switzerland against Germany on September 10, 2010 in Ebreichsdorf, Austria: Polo is a sport that has typically appealed to the upper class
Source: Shutterstock.com – ID # 63037606
Credit: fritz16/Shutterstock.com
Tables
Table 6.2 – Most Popular Sports/Athletic/Fitness Activities U.S. Population, Age 55+, Based on Total Participation
Credit: reproduced with kind permission of Sports & Fitness Industry Association, www.sfia.org
Table 6.3 – AIO Dimensions
Source: Journal of Advertising Research
Credit: courtesy www.warc.com
Table 6.4 – Lifestyle Analysis Report: Lifestyle Ranking Index
Source: PRIZM 2010, Experian Marketing Solutions, Inc, 2010. Nielson 2010
Table 6.5 – Five Market Segments for Golf Participants
Source: Sam Fullerton and H. Robert Dodge, “An Application of Market Segmentation in a Sports Marketing Arena: We All Can’t Be Greg Norman,” Sport Marketing Quarterly, vol. 4, no. 3 (1995), 43–47.
Rightsholder: Sports Marketing Quarterly
Credit: Courtesy of Fitness Information Technology, Morgantown, WV.
Table 6.6 – PRIZM Cluster Categories and Descriptions
Source: How to Use PRIZM (Alexandria, VA: Claritas, 1996). Courtesy of Claritas, Inc., of Arlington, VA.
Rightsholder: Neilsen
Table 6.8 – Six Dimensions or Attributes of Sports
Source: James H. Martin, “Using a Perceptual Map of the Consumer’s Sport Schema to Help Make Sponsorship Decisions,” Sport Marketing Quarterly, vol. 3, no. 3 (1994), 27–33.
Rightsholder: Sports Marketing Quarterly
Credit: Courtesy of Fitness Information Technology, Morgantown, WV.
Webcaptures
Webcapture 6.1 – Cleveland Browns Youth Football: A wide array of youth football programs exist that target participation in youth football and cheerleading.
Credit: Reprinted with permission Cleveland Browns Inc. (2014).
Webcapture 6.2 – ESPN W: Reaching women’s soccer fans on the web
Source: ESPN.com
Chapter 7
Articles
Spotlight on International Sports Marketing - 5 Worst Athlete-Endorsed Products of All Time
Article Author: Adam Dietz
Rightsholder: Bleacher Report
Spotlight on Sports Marketing Ethics – NCAA Native American Mascot Controversy
URL: http://www.bernardgoldberg.com/ncaa-native-american-mascot-controversy/
Miami Marlins attendance reverts to old Sun Life Stadium levels
Article Author: Douglas Hanks
URL: http://www.miamiherald.com/2013/08/01/3537432/marlins-attendance-reverts-to.html
Sports Marketing Hall of Fame – Phil Knight
Source: http://www.biogs.com/famous/knightphilip.html
Credit: © 2002-2014 Danny Rosenbaum All Rights Reserved
Photos
Photo 7.1 – This baseball, glove, and bat represent pure goods.
Source: Shutterstock.com – ID # 62893237
Credit: David Lee/Shutterstock.com
Photo 7.2 – This competition represents a pure service.
Credit: Courtesy Cory Hindel
Photo 7.3 – Future Redbirds in their St. Louis Cardinals licensed baby gear
Source: Courtesy Matthew Shank
Photo 7.4 – Bike manufactures must stress the importance of product design and technology.
Source: Shutterstock.com – ID # 81690598
Credit: Dudarev Mikhail/Shutterstock.com
Tables
Table 7.1 – Wilson Sporting Goods Product Mix
Source: Paraphrased by Author – Wilson Sporting Goods, www.wilsonsports.com
Credit: Courtesy Wilson Sporting Goods
Table 7.3 – Importance Weights Allocated to the Five TEAMQUAL Dimensions
Source: Mark A. McDonald, William A. Sutton, & George R. Milne, “TEAMQUAL: Measuring Service Quality in Professional Team Sports,” Sport Marketing Quarterly, vol. 4, no. 2 (1995).
Rightsholder: Sport Marketing Quarterly
Credit: Courtesy of Fitness Information Technology, Morgantown, WV.
Table 7.4 – Quality Dimensions of Goods
Source: Adapted from D.A. Garvin, “Competing on the Eight Dimensions of Quality,” Harvard Business Review (November-December 1987). 101-109. Copyrighted ©1987 by the President and Fellows of Harvard College; all rights reserved.
Credit: Reprinted by permission of Harvard Business School Press.
Webcaptures
Webcapture 7.1 – TaylorMade-Adidas Golf Extends Their Product Line with Adidas Golf Footwear and Apparel
Credit: © 2014 Taylor Made Golf Company, Inc.
Webcapture 7.2 – Sports logos gallery on the web
Rightsholder: Baseball Almanac, Inc URL: http://www.baseball-almanac.com/
Webcapture 7.3 – Licensed merchandise on the Web
Credit: Reproduced with kind permission of FansEdge™, Incorporated
Chapter 8
Articles
Nike + FuelBand Makes Life a Sport
Article Author: Nike, Inc.
Credit: Courtesy of Nike, Inc.
URL: http://nikeinc.com/news/nike-fuelband-makes-life-a-sport#/inline/6742
Sports Marketing Hall of Fame – Bill Rasmussen
Source: Richard Hoffer, “Bill Rasmussen,” Sports Illustrated (September 19, 1994), 121
Credit: Courtesy of Time, Inc
Spotlight on Sports Marketing Ethics – College Sports Have Become Too Commercialized
URL: http://sites.psu.edu/swk5473sec9engl137h/2013/04/03/college-sports-have-become-too-commercialized/
Credit: Reprinted with permission of Samuel Kantner
Fantasy Sports Becoming Big Business as Popularity Continues to Rise
Article Author: Kyle Clapman
Credit: Courtesy Kyle Clapham
URL: http://news.medill.northwestern.edu/chicago/news.aspx?id=205473
John McEnroe’s Bold Move To Revive US Tennis
Article Author: Bernard A. Chavis
Rightsholder: BleacherReport
URL: http://bleacherreport.com/articles/406753-john-mcenroes-bold-move-to-revive-us-tennis
Spotlight on International Sports Marketing – X Games Global Expansion Continues With TV Deals in New Host Markets, Syndication Deals in Multiple Other Countries
Article Author: Grace Coryell
Rightsholder: ESPN
Photo 8.1 – Concept testing is used to understand consumer reactions to sports such as white water rafting.
Source: Shutterstock.com – ID # 102918779
Credit: Ammit Jack/Shutterstock.com
Photo 8.2 – Extending the product life cycle of the waterbike.
Source: Shutterstock.com – ID # 26118115
Credit: Heather Renee
Tables
Table 8.3 – Critical Success Factors for New Products
Source: Courtland L. Bovee and John Thill, Marketing (New York: McGraw-Hill, 1992), 307-309. 9780070067349
Table 8.4 – Extending the Product Life Cycle
Source: Joel Evans and Barry Berman, Marketing, 6th ed. (New York: Macmillan, 1992), 439.
Webcaptures
Webcapture 8.1 – The new sport of Bossaball combines volleyball, football, gymnastics, and capoeira.
Credit: www.Bossaballsports.com
Chapter 9
Ads
Ad 9.1 – Arnold Palmer: one of the most credible endorsers ever.
Source: Lamkin Corporation
Articles
Sports Marketing Hall of Fame – Bill Veeck
Source: Adapted from Bill Veeck, Veeck as in Wreck: Autobiography of Bill Veeck (New York: Simon and Schuster, 1962).
Spotlight on Sports Marketing Ethics – Endorsements Remain Buyers’ Market
Article Author: Terry Lifton
Rightsholder: Sports Business Journal
URL: http://www.sportsbusinessjournal.com/article/66990
Spotlight on Sports Marketing Ethics – How impact of “Tiger Recession” changed athlete marketability
Article Author: Bill Sanders
Rightsholder: Sports Business Journal
Figure 9.1 – Communication Process
Credit: Solomon, Michael R., Consumer Behavior, 3rd Edition, © 1996, p. 194. Reprinted by permission of Pearson Education, Inc., Upper Saddle River, NJ.
Photos
Photo 9.1 – Having greater knowledge of sports such as hockey moves consumers through the hierarchy of effects
Source: Shutterstock # 109773617
Credit: muzsy/Shutterstock.com
Copyright: Michael Pettigrew/Shutterstock.com
Tables
Table 9.1 – Creating a More Effective Message
Source: James MacLachlan, “Making a Message Memorable and Persuasive,” Journal of Advertising Research, vol. 23 (December 1983-January 1984), 51-59.
Rightsholder: Journal of Advertising Research
Credit: courtesy www.warc.com
Table 9.3 – Most watched programs in U.S. television history
Source: Nielsen Newswire 2014, “Super Bowl XLVIII Draws 111.5 Million Viewers, 25.3 Million Tweets,” published 2/3/14
URL: http://www.nielsen.com/us/en/newswire/2014/super-bowl-xlviii-draws-111-5-million-viewers-25–3-million-tweets.html [accessed June 20, 2014]
Table 9.4 – Top 50 Sports Advertisers
Source: Sports Business Journal
Chapter 10
Articles
Spotlight on Sports Marketing Ethics – Sex Sells? Trend May be Changing Article Author: Kate Fagan
Source: ESPNW
Spotlight on Sports Marketing Ethics – Lance Armstrong’s Fall from Athletic Grace Doesn’t Diminish His Greatest Triumph
Article Author: Brian Mazique
Rightsholder: Bleacher Report
Armstrong faces $200 million salary loss with reputation hit
Credit: Used with permission of Bloomberg L.P. Copyright© 2014. All rights reserved.
Case Study – Impact of Facebook Advertisments
Rightsholder: Neilson
Big 4 jersey rights value put at $370m
Article Author: Terry Lefton
Rightsholder: Sports Business Journal
NBA Cares evolving after 5 years of Service
Article Author: John Lombardo
Rightsholder: Sports Business Journal
Photos
Photo 10.1 – Stadium signage – one of the first forms of promotion
Source: Shutterstock.com – ID # 63289540
Credit: Eric Broder Van Dyke/Shutterstock.com
Photo 10.2 – Coca-Cola creates a positive association with baseball by using stadium signage.
Rightsholder: [email protected], Laura M. Hoffman
Photo 10.3 – These runners all exemplify the human billboard
Source: Shutterstock.com – ID # 100671805
Credit: Mr Pics/Shutterstock.com
Photo 10.4 – Athlete signing autographs
Shutterstock.com – ID # 3638294
Credit: Chad McDermott/Shutterstock.com
Tables
Table 10.1 – The Creative Brief & The Client’s Role
Source: Forbes
Credit: Reprinted by permission of Forbes Media LLC © 2014
Table 10.2 – 50 Most Marketable Active Athletes
Authors: David Cushnan, James Emmett, Eoin Connolly, Ian McPherson and Michael Long
Credit: www.sportspromedia.com
URL: http://www.sportspromedia.com/notes_and_insights/the_worlds_50_most_marketable_2013
Table 10.3 – Guidelines for Using Sports Celebrities as Endorsers
Source: Adapted from Amy Dyson and Douglas Turco, “The State of Celebrity Endorsement in Sport,” Cyber-Journal of Sport Marketing
URL: www.cad.gu.edu.au//cjsm.dyson.htm.
Table 10.4 – Profiles of Major Media Types
Source: Adapted from Philip Kotler and Gary Armstrong, Marketing: An Introduction, 4th ed. (Upper Saddle River, NJ: Prentice Hall), 471. Kotler, Philip R; Armstrong, Gary, Marketing: An Introduction, 4th Edition, © 1997, pp. 471, 312. Credit: Reprinted by permission of Pearson Education, IIlC., Upper Saddle River, NJ.
Table 10.5 – Top 5 Countries by Internet Penetration
Source: http://www.internetworldstats.com/stats.htm
Credit: © 2000 - 2014, Miniwatts Marketing Group. All rights reserved.
Webcaptures
Webcapture 10.1 – Cobra Golf using direct objective
Source: Cobra Golf
Webcapture 10.2 – Upper Deck: Sales promotion advertised on the Web
Source: Upper Deck
Webcapture 10.3 – Easton Sports: Easton stresses its competitive advantage Source: Easton Sports
Webcapture 10.4 – Ashworth Inc – Fred Couples creates a powerful image for the Ashworth Collection
Credit: © 2014 Taylor Made Golf Company, Inc.
Webcapture 10.5 – In the Hole Golf – The Internet has become a popular medium for all forms of online purchasing.
Source: InTheHoleGolf.com
Webcapture 10.6 – Golf Channel – The Golf Channel, PGA, and LPGA team up for online contests.
Credit: Golf Channel.com
Webcapture 10.7 – Twitter – Social-media continue to emerge as an interactive web strategy
Source: Twitter
Credit: Nick Pangio
URL: https://twitter.com/nickpangio
Webcapture 10.8 – Philadelphia Eagles reach out to the community
Source: Philadelphia Eagles.com
Credit line: Courtesy of the Philadelphia Eagles
Chapter 11
Articles
Scheuring Speed Sports Announces Partnership With Ford Motor Company
Cleveland Cavaliers 2012-13 Promotional Schedule: Fans Will Wig Out, Fly High and Get a “Kick” Out Of This Season’s Premium Giveaways, Theme Nights and More!
Credit: The NBA and individual member team identifications reproduced herein are used with permission from NBA Properties, Inc. 2014 NBA Properties, Inc. All rights reserved.
URL: http://www.nba.com/cavaliers/releases/promotional-schedule-130927, accessed 12-11-2013.
Adelaide United Energised by New Sponsorship
Article Author: Michael Long
Credit: www.sportspromedia.com
URL: http://www.sportspromedia.com/news/adelaide_united_energised_by_new_sponsorship/
Understanding Why Sponsorship Continues to Grow
Article Authors: Rick Burton and Norm O’Reilly
Rightsholder: Sports Business Journal
URL: http://www.sportsbusinessdaily.com/Journal/Issues/2011/01/20110124/Opinion/Burton.aspx
London 2012 Sponsors and Ambush – and the Lessons for Rio 2016
Credit: www.sportspromedia.com
Beats by Dre Gives Headphones to British Athletes, Angering IOC
Article Author: Martin Rogers
Rightsholder: Yahoo Sports
Credit: Reprinted with permission from Yahoo. © 2014 Yahoo URL: http://sports.yahoo.com/news/olympics–beats-by-dre-gives-headphones-to-british-athletes--angering-ioc.html
Spotlight on Sports Marketing Ethics – Congress Adopts Legislation to Curb Ambush Marketing During 2016 Summer Olympics
Article Authors: Rodrigo Borges Carneiro, Dannemann Siemsen Bilger, & Ipanema Moreira
Rightsholder: International Trademark Association
Credit: Reprinted with permission from INTA Bulletin Vol. 65 No. 2January 15 2010 copyright 2010 International Trademark Association, Authors Rodrigo Borge” Carneiro, Dannemann Siemsen Dilge’, & Ipanema Moreira.
Behind the Scenes at the 2013 Waste Management Open Rightsholder: BMA
Credit: Business Marketing Association (BMA), Phoenix Chapter
URL: http://bmaphoenix.org/events/behind-the-scenes-at-the-2013-waste-management-open/
Lance Armstrong Nike Contract Terminated
Article Author: Michelle Chapman
Credit: Used with permission of Bloomberg L.P. Copyright© 2014. All rights reserved.
URL: http://www.huffingtonpost.com/2012/10/17/lance-armstrong-nike-contract-terminated_n_1973192.html
Fenton High School looking at boosting corporate sponsorships of athletics
Article Author: Sarah Wojcik
Rightsholder: Mlive
URL: http://www/mlive/com/news/flint/index.ssf/2012/06/fenton_high_school_proposes_po.html
Hot Seahawks add Boeing, Starbucks Deals
Article Author: Terry Lefton
Rightsholder: Sports Business Journal
URL: http://www.sportsbusinessdaily.com/Journal/Issues/2013/07/29/Franchises/Seahawks.aspx.
Spotlight on Sports Marketing Ethics – Nike Won’t Drop Penn State’s Paterno, So We Should Drop Nike
Article Author: Clare O’Connor
Rightsholder: Forbes
Credit: Reprinted by permission of Forbes Media LLC © 2014
Career Spotlight – Lesa Ukman and IEG
Credit: www.sportspromedia.com
URL: http://www.sportspromedia.com/notes_and_insights/lesa_ukman_the_sponsorship_pathfinder/0/
Figures
Figure 11.1 – The Sponsorship Process
Source: Hawkins et al., Consumer Behavior: Implications for Marketing Strategy, 6/e © 1994 © The McGraw-Hill Companies, Inc. ISBN: 0256139725
Credit: © The McGraw-Hill Companies, Inc.
Figure 11.3 – Sports Sponsorship Acquisition Model
Source: Reprinted by permission from D. Arthur, D. Scott, and T. Woods. “A Conceptual Model of the Corporate Decision-Making Process of Sport Sponsorship Acquisition” Journal of Sport Management, vol. 11, no. 3 (1997), 229.
Credit: Courtesy of Human Kinetics, Inc.
Photos
Photo 11.1 – Little League (Youth Baseball League)
Source: Shutterstock.com – ID # 503982
Credit: Timothy Kosheba/Shutterstock.com
Tables
Table 11.1 – Official sponsors of NASCAR
Source: Adapted from http://www.nascar.com/en_us/sponsors.html
Table 11.2 – Castrol North America – Sponsorship Criteria Requirements
Credit: BP Lubricants USA Inc.
URL: www.refresh.castrolusa.com/sponsors
Table 11.3 – Sponsorship Opportunities for the Wyndam Championship Sponsorship levels
Credit: Courtesy PGA TOUR
Table 11.6 – Importance of Sponsorship Objectives
Rightsholder: Sport Marketing Quarterly
Source: Doug Morris and Richard L. Irwin, “The Data-Driven Approach to Sponsorship Acquisition,” Sport Marketing Quarterly, vol. 5, no. 2 (1996), 9.
Credit: Courtesy of Fitness Information Technology, Morgantown, WV.
Table 11.7 – Wegmans LPGA Championship Sponsorship Levels
Credit: Children’s Success Fund Special Events, LLC / Wegmans LPGA Championship
URL: http://www.wegmanslpga.org/sponsorship-opps.aspx, accessed 12-13-2013.
Table 11.8 – University Merchandise Sales Leaders in 2013
Credit: Collegiate Licensing Company - an IMG Company
URL: http://www.clc.com/News/Archived-Rankings/Rankings-Q4-2012.aspx
Webcapture 11.1 – Disabled athletes compete in Paralympic games
Source: U.S. Paralympics/U.S. Olympic Committee
Credit: © International Paralympic Committee
Webcapture 11.2 – University of Texas’ Corporate partner program
Credit: www.texassports.com/UT Athletics.
Chapter 12
Articles
Deal to end lockout reached
Article Author: Adam Schefter
Rightsholder: ESPN.com URL: http://espn.go.com/nfl/story/_/id/6797238/2011-nfl-lockout-owners-players-come-deal-all-points-sources-say
Sports Marketing Hall of Fame – Pete Rozelle
Source: “Innovator Rozelle Dies at 70.” Cincinnati Enquirer (December 7, 1996), C1, C5. Credit: Used with permission of Bloomberg L.P. Copyright© 2014. All rights reserved.
Spotlight on Sports Marketing Ethics – Astronomical Athlete Salaries: Are They Worth It?
Credit: Orley Amos
URL: http://cc.kangwon.ac.kr/~kimoon/pr/issues/IS02.html
The NFL vs. Ticket Scalpers: Super Bowl Edition
Article Author: Ira Boudway
Rightsholder: Bloomberg Businessweek
Credit: The YGS Group
URL: http://www.businessweek.com/articles/2013-09-20/the-nfl-vs-dot-ticket-scalpers-super-bowl-edition
New Era Tickets uses iovation to Keep Scalpers and Fraudsters Out of the Arena
Article Author: iovation Inc. (2013)
Credit: www.iovation.com
URL: https://www.iovation.com/images/uploads/case-studies/PDF/iovation-newera-ticketing-case-study.pdf
Orioles raise season-ticket prices slightly, expand variable-pricing system
Article Author: Eduardo A. Encina
Credit: © The Baltimore Sun
Figure 12.1 – Internal and External Influences on Pricing
Source: Gary Armstrong & Philip Kotler; Marketing: An Introduction, 7th ed. 2005.
Credit: Kotler, Philip R; Armstrong, Gary, Marketing: An Introduction, 4th Edition, © 1997, pp. 471, 312. Reprinted by permission of Pearson Education, IIlC., Upper Saddle River, NJ.
Photos
Photo 12.1 – Golf Lessons: To some, golf lessons may be priceless
Source: Shutterstock.com – ID # 812018
Credit: Cindy Hughes/Shutterstock.com
Tables
Table 12.2 – An Example of the Fan Cost Index® (FCI) for the NBA
Credit: Fan Cost Index® / Team Marketing Report.
URL: http://www.teammarketing.com/fci.cfm?page=fci_nhl_06-07.cfm
Table 12.3 – 2013 Sport/Recreational Activity Participation
Source: Courtesy National Sporting Goods Association
Webcaptures
Webcapture 12.1 – Loveland Ski may use seasonal discounting
Credit: Loveland Ski
Area URL: http://skiloveland.com
Chapter 13
Articles
Dew Action Sports Tour
Credit: Active Imagination Inc. Sports Marketing
URL:http://www.marketingforsports.com/content393.html
Busy Offseason Ahead for Arena Football League: Fan Take
Article Author: Eric R. Ivie
Rightsholder: Yahoo Sports
Credit: Reprinted with permission from Yahoo. © 2014 Yahoo.
URL: http://sports.yahoo.com/news/busy-offseason-ahead-arena-football-league-fan-163400668.html.
Sports Marketing Hall of Fame – Gary Davidson
Source: Steve Rushin, “Gary Davidson,” Sports Illustrated (September 19, 1994), 145.
Credit: Courtesy of Time, Inc.
The 100 Worst Things in Sports
Article Author: Zack Pumerantz
Rightsholder: BleacherReport
URL: http://bleacherreport.com/articles/1375225-the-100-worst-things-in-sports
How Athletes are fighting for Endorsement Dollars
Rightsholder: Sports Business Journal
Photos
Photo 13.1 – Sports organizations often utilize creative marketing strategies to target consumers
Shutterstock.com – ID # 143657812
Credit: RTimages/Shutterstock.com
Photo 13.2 – Racing & Sponsorship: Sponsors such as M&M must design controls to evaluate sponsorship effectiveness.
Disclaimer: M&M’S, M, M in a Circle and the M&M’S Characters are registered trademarks of Mars, Incorporated and its affiliates. These trademarks are used with permission. Mars, Incorporated is not associated with Routledge.
Credit: Getty Images
Tables
Table 13.1 – Experience Rankings of Professional Sports Teams
Source: ESPN.com
Table 13.2 – Most Important Skills for Sports Marketing Managers
Source: Peter Smolianov and David Shillbury, “An Investigation of Sport Marketing Competencies, Sport Marketing Quarterly, vol. 5, no. 4 (1996), 27-36.
Rightsholder: Sport Marketing Quarterly
Credit: Courtesy of Fitness Information Technology, Morgantown, WV.
Table 13.3 – Guidelines for Designing Reward Systems
Source: John Pearce and Richard Robinson, Formulation, Implementation, and Control of Competitive Strategy, 5th ed. (Boston: Irwin, 1994). 0-256-12634-8. 11th edition published by McGraw Hill, 2008
Credit: Reproduced with permission of McGraw-Hill Education, LLC
Table 13.7 – Top Ten Sports Scandals
Authors: Michael Dub and Patty Hodapp
Credit: MensFitness.com
URL: http://www.mensfitness.com/leisure/sports/11-biggest-sports-scandals-of-all-time?page=2
Webcapture 13.1 – Teamwork Online – Sports careers on the Web.
Source: http://www.teamworkonline.com
Webcapture 13.2 – Sponsorship ROI Evaluation
Source: Joyce Julius & Associates, www.joycejulius.com
Disclaimer
The publishers have made every effort to contact authors/copyright holders of works reprinted in Sports Marketing 5th Edition and to obtain permission to publish extracts. This has not been possible in every case, however, and we would welcome correspondence from those individuals/companies whom we have been unable to trace. Any omissions brought to our attention will be remedied in future editions.