PART I: CONTINGENCY FRAMEWORK FOR STRATEGIC SPORTS MARKETING
CHAPTER 1 Emergence of sports marketing
Understanding the sports industry
Historical development of sports marketing in (North) America
The structure of the sports industry
Career spotlight: Chris Ferris
Different types of sports products
The multidimensional nature of the sports product
Sports marketing hall of fame: Mark McCormack
Basic marketing principles and processes applied to sport
The strategic sports marketing process
CHAPTER 2 Contingency framework for strategic sports marketing
NBA Releases 2011–2012 Regular Season Schedule
Contingency framework for strategic sports marketing
Internal and external contingencies
Organizational objectives and marketing goals
Political, legal, and regulatory environment
Big-time college sports is an out-of control monster
Ethnic studies: MLB forms diversity comittee
Monitoring the external contingencies
Assessing the internal and external contingencies: SWOT analysis
PART II: PLANNING FOR MARKET SELECTION DECISIONS
CHAPTER 3 Research tools for understanding sports consumers
Marketing research in action: the Gary Southshore RailCats
Hitting a home run with the digital generation
The marketing research process
Defining the problem or opportunity
Case study: a sponsorship measurement solution
Choosing the research design type
Identifying data collection techniques
Drivers should take a spin online, study shows – sports business journal
Designing data collection instruments
Case study: ESPN; survey shows split on racial opportunity
CHAPTER 4 Understanding participants as consumers
Model of participant consumption behavior
Participant decision-making process
Psychological or internal factors
Sociological or external factors
Spotlight on international sports marketing: Sport England
Sports marketing hall of fame: The Babe: Babe Didrikson Zaharias
High school sports participation tops 7.6 million, sets record
P90X vs. insanity: which is the best for you?
CHAPTER 5 Understanding spectators as consumers
Factors influencing attendance
Baseball suffers drop in attendance
Sports marketing hall of fame: David Stern
Value of sport to the community
CHAPTER 6 Segmentation, targeting, and positioning
Technical report – Sport England Market Segmentation
Generation M2: media in the lives of 8- to 18-year-olds
espnW: a brand for female athletes
The IWFL and the history of women’s tackle football
NFL may be hitting stride with female fans
Move over Fútbol. The NFL scores big with Latinos
Spotlight on international sports marketing: NBA continues to grow internationally
Choosing more than one segment
Baseball continues to assist storm relief efforts
PART III: PLANNING THE SPORTS MARKETING MIX
CHAPTER 7 Sports product concepts
Goods and services as sports products
Career Spotlight: Rodger Collins, President Packaged Beverages, Dr. Pepper Snapple Group
Spotlight on international sports marketing: the 5 worst athlete-endorsed products of all time
Spotlight on sports marketing ethics: NCAA Native American mascot controversy
Miami Marlins attendance reverts to old Sun Life Stadium levels
Sports Marketing Hall of Fame: Phil Knight
CHAPTER 8 Managing sports products
Nike announces new Nike+ FuelBand – measuring movement to make life a sport
Sports Marketing Hall of Fame: Bill Rasmussen
Spotlight on Sports Marketing Ethics: college sports have become too commercialized
The new product development process
Analysis of the sports product concept or potential
Fantasy sports becoming big business as popularity continues to rise
John McEnroe’s bold move to revive US tennis
Other life cycle considerations
Sports Marketing Hall of Fame: Bill Veeck
Spotlight on Sports Marketing Ethics: endorsements remain buyers’ market
Spotlight on Sports Marketing Ethics: how impact of “Tiger Recession” changed athlete marketability
Establishing promotional budgets
Choosing an integrated promotional mix
CHAPTER 10 Promotion mix elements
Spotlight on Sports Marketing Ethics: Sex sells? Trend may be changing
Spotlight on Sports Marketing Ethics: Lance Armstrong’s fall from athletic grace doesn’t diminish his greatest triumph
Armstrong faces $200 million salary loss with reputation hit
Big 4 jersey rights value put at $370M
Career Spotlight: Kevin Rochlitz, Vice President, National Partnerships and Sales, Baltimore Ravens
NBA cares evolving after 5 years of service
CHAPTER 11 Sponsorship programs
Scheuring Speed Sports announces partnership with Ford Motor Company
Cleveland Cavaliers 2013–2014 promotional schedule
Adelaide United energised by new sponsorship
Designing a sports sponsorship program
Understanding why sponsorship continues to grow
London 2012 sponsors and ambush – and the lessons for Rio 2016
Beats by Dre gives headphones to British athletes, angering IOC
Behind the scenes at the 2013 Waste Management Open
Lance Armstrong Nike contract terminated
Choosing the sponsorship opportunity
Fenton High School looking at boosting corporate sponsorship of athletics
Hot Seahawks add Boeing, Starbucks deals
Spotlight on Sports Marketing Ethics – Nike won’t drop Penn State’s Paterno, so we should drop Nike
Sponsorship implementation and evaluation
Career Spotlight: Lesa Ukman and IEG
CHAPTER 12 Pricing concepts and strategies
Sports Marketing Hall of Fame: Pete Rozelle
Spotlight on Sports Marketing Ethics: astronomical athlete salaries: are they worth it?
The NFL vs. ticket scalpers: Super Bowl edition
New Era Tickets uses iovation to keep scalpers and fraudsters out of the arena
Orioles raise season-ticket prices slightly, expand variable-pricing system
Price increases and reductions
PART IV: IMPLEMENTING AND CONTROLLING THE STRATEGIC SPORTS MARKETING PROCESS
CHAPTER 13 Implementing and controlling the strategic sports marketing process
Busy offseason ahead for Arena Football League: fan take
Sports Marketing Hall of Fame: Gary Davidson
Career Spotlight: Megan Dotson, Director of Marketing, Greenville Road Warriors (hockey)
The 100 worst things in sports
How athletes are fighting for endorsement dollars
Appendix A: Career opportunities in sports marketing
Job opportunities in sports marketing
Where to look for additional information
Appendix B: Some sports marketing sites of interest on the Internet