Contemporary sport is big business. Major teams, leagues, franchises, merchandisers and retailers are in fierce competition in a dynamic global marketplace. Now in a fully revised and updated second edition, International Cases in the Business of Sport presents an unparalleled range of cutting-edge case studies that show how contemporary sport business is done and provides insight into commercial management practice.
Written by a team of international experts, these case studies cover organisations and events as diverse as the NBA, the Americas Cup, the Tour de France, the PGA tour, FC Barcelona and the Australian Open tennis. They explore key contemporary themes in sport business and management, such as broadcast rights, social media, strategic development, ownership models, mega-events, sports retailing, globalisation, corruption and financial problems. Each case study also includes discussion questions, recommended reading and links to useful web resources.
International Cases in the Business of Sport is an essential companion to any sport business or sport management course, and fascinating reading for any sport business professional looking to deepen their understanding of contemporary management.
Table of Contents
Introduction [Simon Chadwick, Dave Arthur and John Beech] 1. Bringing the National Football League’s Super Bowl to the Big Stage: The Marketing and Business Aspects of Super Bowl XLVII [Ricard W. Jensen] 2. Rivalry in the German Bundesliga: Opportunities and Threats for Marketing Football [Sebastian Uhrich, Johannes Berendt and Joerg Koenigstorfer] 3. 'If the quenelle is racist then "all priests are paedophiles" and pineapples will be banned' [Gaye Bebek, Stephen Castle and Eva Kipnis] 4. The Sochi Winter Olympic Games and their Sports Tourism and Events Management Potential for the Russian Federation [Robert Kaspar and Benedikt Wallner] 5. Super League Magic Weekend: Using Events to Engage Rugby League Fans New and Old [Leah Donlan] 6. Paris Saint-Germain: A New Brand to Dream Even Bigger [Boris Helleu, and Nicolas Scelles] 7. 'Celebritization': A Case Study of Lolo Jones [Kwame J. A. Agyemang] 8. End of the Road: Why the Istanbul F1 Grand Prix Came to a Screeching Halt [Cem Tinaz, Douglas Michele Turco and James Santomier] 9. How Did a Small Town Ice Hockey Club Become a European Trophy Winner? The Case of Jyväskylä Ice Hockey Club (JYP), Finland [Aila Ahonen] 10. The Olympique Lyonnais Strategic Repositioning: Towards a New Business Model [Aurélien François and Emmanuel Bayle] 11. Social Media and Media Management [Raymond Boyle] 12. The Death of Colonel Reb [Charles M. Carson and Darin W. White] 13. Any Publicity is Good Publicity? Nike’s Controversial Campaigns and Management of Celebrities [Stephen Castle and Gaye Bebek] 14. CONCACAF Strategic Repositioning: Rebuilding Trust in the 'Beautiful Game' [Aaron Burks, Michael M. Goldman and Nola Agha] 15. The Canadian Sport Delivery System: Challenges Facing Recreational Sport [Jonathon Edwards, Charlene Shannon-McCallum and Terri Byers] 16. Selling the Rights to Broadcast Football Games in Europe: The Controversy Still Continues [Jon Guest] 17. Leveraging the Benefits of Sport Sponsorship: A Global Brand's Local Engagement through Sport Sponsorship [Adam Jones and John Nauright] 18. Impacts of an International Motorsport Event on a Small Caribbean Island [Cristina Jönsson] 19. MK DONS FC and AFC Wimbledon: Moving the Goalposts and Rising from the Ashes [David Cook and Christos Anagnostopoulos] 20. How to Spend 20 Years Filling Up a Stadium and Then See it Empty in 4 [Alexey Kirichek] 21. When Sponsorship Turns Sour in Elite Sport [Maria Hopwood and Hamish McLean] 22. Designing Policies and Strategies to Safeguard, Conserve and Reclaim/Reuse Water Resources at Sport Facilities [Cheryl Mallen, Chris Chard, Adel Mansurov and Courtney Keogh] 23. The Football World Cup 2014 [Gerd Nufer] 24. ‘A Tale of Two 9’s’: The Business of Golf [Richard Oddy] 25. Pyeongchang 2018 Marketing: The New Horizon for the Winter Olympics [Jiyoon Oh, Yonsei University, and Alain Ferrand] 26. The National Football League (NFL) in London [Adrian Pritchard] 27. "We don't do walking away" [Balwant Samra, Stephen Castle, and Gaye Bebek] 28. Red Bull Energy Drinks and Football [Sten Söderman] 29. The Development of a Professional Football League in Singapore: Failure or Success? [Donna Wong]
Simon Chadwick is Professor of Sports Enterprise at Salford University, Manchester, UK, where he is a member of the Centre for Sports Business. He also works as Director of Research at the Josoor Institute in Qatar. His interests are in the areas of sports business strategy, sports marketing, and geo-politics and sport. Chadwick has worked with some of the world’s most important sports organisations including FC Barcelona, UEFA, the European Clubs Association and Adidas. His research has been published or covered by outlets ranging from Sloan Management Review to Newsweek and CNN to the Academy of Marketing Science. The Times of London has called him the 'guru of sport management'.
Dave Arthur, in a previous life, was a well-respected and widely published lecturer and researcher who one day saw the light and who now plies his trade as a sought-after consultant and ‘pracademic’. As CEO of Sport Business Resources he has undertaken diverse and interesting sports business projects that have seen him work with some of Australia’s best professional franchises. His burning entrepreneurial desire has recently seen him set up the Institute of Sport – an online start-up that aims to disrupt tertiary education and equip sport business professionals with the skills to lead and manage sport.
John Beech is an Honorary Research Fellow at Coventry University, UK. He is an International Professor at the Russian International Olympic University in Sochi, Russia, and has held the post of Visiting Professor at FH Kufstein University of Applied Sciences in Austria, and at the Instituto de Empresa Business School in Spain. He currently lectures at universities in Sochi (Russia), Jyväskylä (Finland), Paris (France), Split (Croatia), and Karlsruhe and Salzgitter (Germany). He has published widely, including both research articles and textbooks, and his research has been reported in national newspapers in the UK and across Europe.