An Overview of U.S. Sport Management October 15, 2013 – Budapest, Hungary

An Overview of U.S. Sport Management

October 15, 2013 – Budapest, Hungary

http://www.wnba.com/fever/news/MEDIA_CENTER.html

http://www.hegyvidek.hu/site/sportkonf.html

• Bocsánat Nem tudok [jól] magyarul• Indianából vagyok

– 6.5M• 9.9M

• 1820

• 46.8K – 115K – 8 campuses

http://www.youtube.com/watch?v=dPSpUow5CfM

http://commons.wikimedia.org/wiki/File:US_Locator_Blank.svg

CSM – 5th Edition (2014)

• Introduction to Sport Management– Chapter 1. Managing Sport– Chapter 2. Developing a Professional Perspective– Chapter 3. Historical Aspects of Sport Business– Chapter 4. Management Concepts and Practice– Chapter 5. Managerial Leadership in Sport Orgs

• Sport Management Sites– Chapter 6. Community and Youth Sport– Chapter 7. Interscholastic Athletics– Chapter 8. Intercollegiate Athletics– Chapter 9. Professional Sport– Chapter 10. Sport Management/Marketing Agencies– Chapter 11. Sport Tourism

• Sport Management Functions– Chapter 12. Sport Marketing– Chapter 13. Sport Consumer Behavior– Chapter 14. Communication in the Sport Industry– Chapter 15. Finance/Economics in the Sport Industry– Chapter 16. Sport Facility and Event Management

• Current Challenges in Sport Management– Chapter 17. Legal Considerations in Sport Mgmt– Chapter 18. Sociological Aspects of Sport– Chapter 19. North American Per. on International Sport– Chapter 20. Sport Management Research

http://mvp.sportsline.com/itmModelDetail.asp?s=%7B8FC29590-997B-11D5-B7A9-00508B650623%7D&l=1&m=61903&sf=10&cnl=2&d=2875

Introduction to Sport Management 1. Managing Sport 2. Developing a Prof. Perspective 3. Historical Aspects of Sport Bus. 4. Management Concepts/Practice 5. Managerial Lead. in Sport OrgsSport Management Sites 6. Community and Youth Sport 7. Interscholastic Athletics 8. Intercollegiate Athletics 9. Professional Sport 10. Sport Mgmt/Marketing Agencies 11. Sport TourismSport Management Functions 12. Sport Marketing 13. Sport Consumer Behavior 14. Comm. in the Sport Industry 15. Finance/Economics in Sport 16. Sport Facility and Event MgmtCurrent Challenges in Sport Mgmt 17. Legal Considerations in Sport 18. Sociological Aspects of Sport 19. North Amer. Per. on Int. Sport 20. Sport Management Research

• Much more than “Big Four”• “Boundaryless”

– Segments, scope, activities, personnel, functions, orgs, etc.

• Types - youth, community, college, elite-amateur, semi-pro, pro, senior, etc.

• Participatory – Ultra-marathon, endurance, survival

» Tough Mudder• 50 events, $2M (‘10) - $115M (‘13)

• Spectatorial– 363 million {$27B (U.S.)}

» Gate receipts, concessions, parking, on-site merchandise, premium seating

U.S. Sport Industry


http://upload.wikimedia.org/wikipedia/commons/5/52/Cowboys_Stadium_full_view.jpg

• Settings and Products – – Single sports - Leagues, teams, orgs– Multi-sports

• State games, colleges, conferences, high schools, foundations, commissions, HOFs– Mass/new/social media, sponsors, retailers, manufacturers, events,

meetings, trade shows– Services

• Agencies, search firms, event staffing, research, travel, legal/financial/marketing, recruiting, consulting

– Sport Mgmt/Marketing firms (775)– Facilities

• All levels, record numbers built, economic impact, civic pride, event solicitation, etc.

– Goods and Apparel• Sporting goods, equipment, sportswear, footwear, etc.• Licensed goods, apparel, merchandise, etc.

– Advertising, sponsorships, endorsements, etc.• $20B in North America, 70% going to sports• Naming rights, bowls, events, athletes, teams, organizations, etc.

– Gambling and fantasy sports– Transportation, tourism, travel, medical, accommodations, meals,

etc.

U.S. Sport Industry


• Toy dept. of life? Diversion from everyday life?• Hard to quantify and define*

• Sport Management – study and practice of all people, activities, businesses, or

organizations involved in producing, facilitating, promoting, or organizing any sport-related product**

• Management, marketing, sponsorship, sales• Governance, communications, events, promotions• Media/public relations, financial, legal aspects

U.S. Sport Industry

*(Howard & DeSchriver, 2005; **Pitts & Stotlar, 2002; Plunkett, 2013)

Size in Billions ($)0

50

100

150

200

250

300

350

400

450

4763

152

183

440

1986

1988

1995

1999

2013


“The Study Of…”• Before 80’s, few classes/majors• 682 SM Programs

– 581 in U.S.• 354 – BA/BS• 198 – Master’s• 29 - Doctoral

• IU

Series10

50

100

150

200

250

300

350

400

1 1 22

44

83

133

193

354

1949

1966

1978

1982

1985

1988

1993

2013

“The Study Of…”• Before 80’s, few classes/majors• 682 SM Programs

– 581 in U.S.

• IU– History/Personnel

• 1982 – SMM Undergraduate (~180)• 1985 – Master’s (~50)• 1999 – SC Undergraduate (~200)• 2001 – PhD (~20)• 7 Faculty; ~450 Students

– Tracks• B: Marketing/Management; Communication (Print/Broadcast)• M: Athletic Administration; Sport Marketing; Sport Communication

– SM/SC Industry Segments Served• Pro leagues; Intercollegiate/scholastic; Governing bodies• Sport media outlets; Sporting goods; Academy

– Topics Covered• History/Sociology/Psychology of Sport; OT/OB; Strategic Mgmt• Communication, Law, Finance, Marketing, Sales, & Promotions

Series10

50

100

150

200

250

300

350

400

1 1 22

44

83

133

193

354

1949

1966

1978

1982

1985

1988

1993

2013


• Sports Participation – Largest Segment– 217M “active” youth/adults – “Core”:

• Triathlons, endurance, running, MMA, etc. are up • “Core”:

– Basketball (16.7M), Bowling (11.5M), Baseball (9.4M), Yoga (9.8M), Football (9.7M), Soccer (6.4M), Table Tennis (5.6M), Softball (4.5M), Martial Arts (3.9M), Volleyball (3.9M) – Golf (25.6M) - 2012 Core Participants (SGMA)

• Youth– Classes, instructional leagues, competitive leagues, etc.

• PAL, CYO, Pop Warner, Little League, US Youth Soccer

• Community– YMCA, USTA, American Softball Assoc., US Volleyball Assoc.– Participation for fundraisers, career/profession, celebrity,

religious, city, county, regional, national, etc.


Community/Youth

http://assets.usta.com/assets/1/15/SGMA_Research_2012_Participation_Topline_Report.pdf

Interscholastic• Governance

– National– State– Athletic Depts (24K)

• Employees (300K)– Admins, coaches, trainers, officials, etc.

• Size– $15B U.S. Segment

• Participation– ‘80 – 5.4M– ‘00 – 6.6M– ‘12 – 7.7M

• 52% of students

Intercollegiate• National governing bodies

– NAIA, NCCAA, NJCAA, etc.

– NCAA• Student-athletes

– 244K (1982) → 282K (1992) → 360K (23 sports)

• TV rights fees– NCAA…basketball/etc.

» 14-year ($10.8B) – BCS…College Football Playoff

» 12-year ($7B)– Conference/school networks

• Membership – 1,287

• Conferences (major/mid)

• Revenues– FBS: $11M to $163M– FCS: $2.6M to $45M *Matuszewski, 2013; NCAA, 2012

http://chronicle.com/article/NCAA-Signs-108-Billion-De/65219/

http://www.ncaa.com/

Professional• Variety

– Lacrosse, Slamball, paintball, soccer (men’s, women’s, indoor, etc.), racing (bike, auto, extreme, etc.), golf (PGA, LPGA, minors, seniors), etc.

• Football– Flag, touch, tackle, youth, high school, college, semi-pro– Pro

• AF2 – 25; IWFL – 26 ($2,750)• NFL – 32 (2013, Avg. Value: $1.17B)

– Media rights, suites, PSLs, revenue sharing, endorsements, local media rights, gate receipts, hard salary cap/CBO, concessions, naming rights, parking, licensed products, etc.

• Baseball– Youth, high school, college, minors (250+) – MLB (30) - 2013 Avg. Value: $744M

• Basketball– Youth, high school, college, minors, WNBA (12)– NBA (30) - 2013 Avg. Value: $509M

• Hockey– Minor/niche leagues (youth, inline, roller, etc.)– NHL (30) … Avg. Value: $282M

*Forbes

http://en.wikipedia.org/wiki/File:Af2.PNG

http://www.forbes.com/nfl-valuations/list/

http://en.wikipedia.org/wiki/File:05_NHL_Shield.svg


Sport Communication

• Ubiquitous presence– SI growth/viability

• Sport and Media - Symbiotic– Print (sections 30%; mags; books)– Radio (few in 80’s; 328)– Broadcast

• 1960’s … 3 networks-minimal sports• Increases in:

– Fulltime coverage– Specialization– Annual Rights Fees

– New/Social Media


http://www.cbssports.com/mlb/blog/eye-on-baseball/21534899/video-full-theatrical-trailer-for-new-jackie-robinson-movie-42

http://espn.go.com/espnradio/mlb_on_espn.html




– Fulltime coverage» ESPN, ESPN News» Sports Networks (CBS, NBC, Fox, etc.)» College networks (Big Ten, SEC, Longhorn, BYU, etc.)» League networks (NFL, MLB, NBA, etc.)» 235 hours of sport programming daily … double?

– Specialization» 50+ channels with exclusive sport programming (e.g.,

golf, extreme, billiards)


Sport Communication

http://en.wikipedia.org/wiki/File:NBC_Sports_Network_logo.jpg

http://www.cbssportsnetwork.com/




– Fulltime coverage– Specialization– Annual Rights Fees

» NFL - 1962 (5M) → 2000 (2.2B) → 2013 (5.18B)» MLB - 1990 (365M) → 2010 (650M) → 2013 (1.55B)» NBA - 1990 (219M) → 2006 (767M) → 2013 (930M)» NASCAR ($560M)» PGA Tour ($280M)» NHL ($188M)

• New/Social Media


Sport Communication

http://en.wikipedia.org/wiki/File:NBC_Sports_Network_logo.jpg

http://www.cbssportsnetwork.com/

• Source Publicity– Social media; interactive websites

– Used by stakeholders• Orgs, personnel, GMs, athletes, fans, sponsors, media

– Bypass media, communicate directly• Craft, shape, disseminate message

– Gatekeepers … Set agenda … Influence perceptions

– Changes with media relations/SID• Providing info directly to fans• Housed in SID, Marketing, Media, etc.• Social media days, nights, events, zones, etc.

New/Social

http://web.tigerwoods.com/index

• Informational– Media/Public/Community Relations

• Awareness/Information– Injuries, live scoring, results, traffic– Conditions, updates, photos, videos– Charity work, podcasts, vcasts, etc.

• Gatekeeping– Breaking news, dissemination, web traffic

• Social– Interactivity

• Social/parasocial/interact with fans– Fans as judges for dunk contest; MVT

• Promotional/Financial– Marketing/Advertising

• Promote special events/sales/tickets– Merchandise

• Hastags, handles, etc.

• Culture– Team Identity/voice (Wyshynski, 2012)

• Sarcastic, Outrageous, Taunting

Sport Org Social Media Usage





• Social/parasocial/interact with fans– Fans as judges for dunk contest; MVT?







http://chicago.whitesox.mlb.com/fan_forum/social_media/index.jsp?c_id=cws

http://www.youtube.com/watch?v=06d9Phi0EbU












http://islanders.nhl.com/club/news.htm?id=562380

https://twitter.com/









• Culture– Team/Org Persona



http://socialcam.com/users/oiaL6K9t/tagged_in

http://www.nba.com/bucks/

http://tweetscenter.com/ufc-rewards-top-fighters-on-twitter/6753/

http://mashable.com/2012/05/21/nbas-brooklyn-nets-become-first-sports-team-on-socialcam-video/

Org. Social Media Policies

• Identify/mitigate risks– Some orgs allow, monitor, advise against, ban, etc.

• Hold stakeholders accountable for social media comments – Just as public statements

• Protecting sport/club/coaches/game– Limit risk of tweeting sensitive material

• Putting team at a competitive advantage (e.g., false injury info to affect opp.)• Injuries/lineups affect betting lines/gambling

– Limit risk of players distracted by social media

• Protecting media interests– Allow traditional media (& rights fees) opportunity to get info

out *Blair, 2011; Bowles et al., 2013; Clavio, 2012; Daly, 2011; Hutchins, 2011; Weir, 2011; Wyshynski, 2011

https://s3.amazonaws.com/os_uploads/122846_StudentAthlete%20Handbook.pdf

Social Media Issues

• Emotions (fans, personnel, spouses, etc.)

http://www.youtube.com/watch?v=Lpt9RnjU08A

Social Media Issues

• Emotions• Parody/Hacked Accounts/Mistakes

Social Media Issues

• Emotions• Parody/Hacked Accounts/Mistakes• Controversies/Fines

– NBA Mavs owner (2009) - $25K (officials)– NBA Villanueva (2009) – During game– NBA Jennings (2009) - $7,500 (post game before media obligations)– NFL Cromartie (2009) – PGA McLachlin (2009) – Cell– MLS Brian Ching (2009) - $500 (official)– NFL Oher (2010) - $5K (in-game injury)– NFL Ochocinco (2010) - $25K (hour before kickoff)– NASCAR Hamlin (2010) - $50K? (officials)– NFL Owens (2010) - $5K (hour before kickoff)– NFL Dockett (2010) - $5K (20 minutes before kickoff)– NFL Mendenhall (2011) (Osama)– NBA Heat owner (2011) - $500K (lockout)– NBA Butler (2011) (Hospital) – MLB Guillen (2011) - $20K/first MLB suspension for tweet – officials/ “use

of electronic equipment during the course of a game”)– IZOD Castroneves (2011) - $30K (official)– MLB Chris Perez (2012) - $750 (brawl)– IndyCar Owner John Barnes (2012) – $25,000 (“disparaging”)


SM Research• Sport

– Management, Marketing, Communication– Law, Finance, History, Athletics, Sociology, etc.

• Tangential/Parent• Theory/Practice


http://www.sagepub.com/journals/Journal202136

Köszönö[email protected]

mailto:[email protected]

http://www.hegyvidek.hu/site/sportkonf.html

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An Overview of U.S. Sport Management October 15, 2013 – Budapest, Hungary