راهنمای نهایی بازاریابی ورزشی

 

Book Name: THE ULTIMATE GUIDE TO SPORTS MARKETING

Aouthrs: Stedman Graham , Lisa Delpy Neirotti , Joe Jeff Goldblatt

Paperback: 322 pages

Language: English

Code: SPO01

Size: 3.7 MB

 

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

À 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