Ch 9: International Sport Flashcards
Global Spread of Sport
- inc interaction and expansion across globe thanks to internet technology
- corps have global strategy (same demand across all corners)
- techn advances major driving factor
- largely influenced by countries w dominance over worldwide media
Club System
Separate from educational system
Primary purpose=fulfill social and fitness functions rather than promote athletes
Allows anyone to participate and use facilities
History
First spread thru imperialistic efforts (imposing culture)
Feud feelings of nationalism (platform for protest)
Major driving factors of globalization
Technological advances and increased accessibility of technology
What largely influences globalization of sport?
Countries w dominance over worldwide media leading to greater media exposure
Globalization not dependent on media alone
Five strategies for building successful global brand
1 build strong consistent brand culture 2 be borderless in marketing 3 build international hub 4 adopt a global structure 5 make customers ur co creators
Corporate Involvement w/ Int. Sport
- sport related (shoes, equipment, sport drinks)
2. Nonsport related that sponsor events, teams, athletes to gain name recognition
North American Markets
becoming saturated
how are sport corps trying to broaden product distribution
by focusing on global markets or even playing direct role in dev of sports in new markets
International Division
created by pro sport leagues to inc pop and consumption overseas and maintain offices abroad
International Efforts focus on:
- Broadcasting
- licensing and 3.merchandising
playing exhibition and regular season games - grassroots participation
- placing teams in international markets
Broadcasting
- visuals=easily exportable
- tv/internet access increasing
- major corps now own major media outlets
Licensing & Merchandising
-inc use of sales of logo merchandising as means to inc league pop (online shopping)
Exhibition Games
ppl in diff countries have opp to view live
Marketing Foreign Players
- dec in barriers w/ inc top players over world
- inc in league pop
- exposure aided by rise of satellite TV and inc games held in diff places
Sport Tourism (4 types)
- travel to participate in sport
- travel to view a sport activity
- travel to visit HOF, stadium, museum
- travel to volunteer at a game
what drives blending of sport and tourism
the benefits of hosting: economic gain, social benefits for community
Grassroots Programs
-inc sport participation
2 areas of focus:
1. inc participation
2. education of sport
Sport for All
- seeks to promote mass participation
- sports viewed as human right and key for good health
- advocated by IOC and UN
What is objective of Sport for Dev and Peace
-to use sport in order tp educate youth, provide leadership opps, bring communities together to help less fortunate
Baron Pierre de Coubertin
Olympics creator in Paris 1894…IOC formed
Olympics History
-pre 1980s is amateurs
1984 Games change commercially (200 M profit)
IOC
international olympic committee
-final authority on all Olympic questions
3 bodies: session, exec board, and prez
NOCs
National olympic committees
- regionally organized
- develops and protects Olympic Movement in respective countries
OCOGs
Organizing Committees
- responsible for planning, implementing, and staging the Games
- venue construction, athlete access, security
International Federations (IFs)
-nongovernmental, international governing bodies that administer one or more sports at world level
National Governing Bodies
(NGBs)
- orgs governing specific sport in each country
- approve and sanction competitions
- set national policies
- responsible for training, development, and selection of teams
Paralympic Games
1960 Rome
challenge=raising $ to cover operating costs
Selling Products Overseas
- adapt to local/regional culture
- lack of cultural awareness neg affects efforts of companies sponsoring international events
Olympic movement strategy
- inc broadcast revenue while avoiding market fluctuations
- long term rights fees contracts w profit sharing=more programs and improved global coverage
olympic partner program
pay for official sponsorship for 4 yrs
NOC Sponsorship Program
target domestic sponsorships
OCOG sponsorship program
finds own sponsors
needs approval from IOC and NOCs
doping
WADA 1999
