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Sports Studies

WCBT Faculty Publications

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Full-Text Articles in Sports Management

Digital Transformation And Strategic Sponsorship: The Case Of Bbva, James Santomier, Sten Soderman, Reinhard Kunz Jan 2020

Digital Transformation And Strategic Sponsorship: The Case Of Bbva, James Santomier, Sten Soderman, Reinhard Kunz

WCBT Faculty Publications

The overall purpose of this paper is to describe and explain the strategic sponsorship program of Banco Bilbao Vizcaya Argentaria (BBVA) and, specifically, the partnership of its U.S. subsidiary, BBVA Compass (BBVAC), with the American National Basketball Association (NBA) using a case study method. This paper demonstrates how BBVA, initially through the transformational leadership of former BBVA Group Executive Chairman Francisco González, has leveraged digital transformation and strategic sponsorship to increase its brand equity and revenue. BBVA’s effective sponsorship strategy represents an innovative, agile, and digitally focused model for marketing executives and sport marketers considering a long-term investment in strategic …

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Managing The Business Of Soccer: A Conceptual Framework, Sten Söderman, James Santomier Jan 2019

Managing The Business Of Soccer: A Conceptual Framework, Sten Söderman, James Santomier

WCBT Faculty Publications

In recent years soccer (i.e., European football) has experienced rapid globalization, primarily due to increased integration of sponsorship agreements, foreign investment, private equity, digital media technologies and effective executive leadership. Manchester United, Liverpool, Paris Saint-Germain, and other high-level European soccer clubs are now owned or managed by investors, with the ostensible objective of generating ancillary benefits or significant profits. Historically, however, the ownership of unprofitable and often relegated soccer clubs was overwhelmingly in the hands of wealthy sport enthusiasts as sole proprietors. Given the recent and often dramatic changes in the business of soccer, the primary purpose of this chapter …

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End Of The Road : Why The Istanbul F1 Grand Prix Came To A Screeching Halt, Cem Tinaz, Douglas Michele Turco, James Santomier Jan 2017

End Of The Road : Why The Istanbul F1 Grand Prix Came To A Screeching Halt, Cem Tinaz, Douglas Michele Turco, James Santomier

WCBT Faculty Publications

This case explores the series of strategic decisions by event organisers and Formula One Management that ultimately drove Formula One's Istanbul Grand Prix to a dead end. The Istanbul Grand Prix required high levels of subsidy from the Turkish government and private investors, yet ended before realizing the expected goals. Findings reveal several factors that contributed to the discontinuation of Istanbul's Formula One Grand Prix, including a misunderstanding of the Turkish market, high costs, low spectator interest, and increased competition from other cities. The case provides a model that other cities considering hosting a major international motorsport event should consider.

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New Media, Branding And Global Sports Sponsorship, James Santomier Oct 2008

New Media, Branding And Global Sports Sponsorship, James Santomier

WCBT Faculty Publications

New media has emerged as a significant dimension of branding and global sports sponsorship because it provides the capability to communicate with consumers worldwide via a multitude of digital platforms. This paper discusses the results of a systematic review of the development of global sports sponsorship and the importance of new media integration to the sector for the future. Results indicate that a new paradigm is emerging which involves thematically linked, integrated, strategic global marketing initiatives driven by new media applications, which have enhanced the value of sports sponsorship.

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Endorser Source Credibility: Redefining Spokesperson Influence Through Development Of The Celebrity-Hero Matrix, Joshua Shuart Jan 2007

Endorser Source Credibility: Redefining Spokesperson Influence Through Development Of The Celebrity-Hero Matrix, Joshua Shuart

WCBT Faculty Publications

Endorsement of sport and non-sport products by athletes is an extremely popular method that corporations use to drive sales and advertising. Traditionally, celebrity endorsement research has focused on the physical attractiveness of the endorser; while this makes sense, it provides only a partial explanation why consumers purchase athlete-endorsed products. Several other components of source credibility, as well as previously unexplored elements such as "heroic" traits, prove to be stronger predictors of intent-to-purchase. A 3-phase research study of Americans aged 18-35 was conducted, with a Celebrity-Hero Matrix© (CHM) developed and several marketing recommendations made based on the findings.

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The Media Dichotomy Of Sports Heroes And Sport Celebrities: The Marketing Of Professional Women's Tennis Players, Joshua Shuart Jan 2004

The Media Dichotomy Of Sports Heroes And Sport Celebrities: The Marketing Of Professional Women's Tennis Players, Joshua Shuart

WCBT Faculty Publications

There is perhaps no better example of media created frenzy over heroism and celebrity than in the world of professional women’s tennis. Two of the most recognizable personalities, Venus Williams and Anna Kournikova, are known for very different reasons: Williams because of her on-court success and her rivalry with her sister Serena, Kournikova because of her on-court failures yet curiously strong endorsement success. Survey research was undertaken to examine perceptions of both women, to determine a) how society views them (as heroes or celebrities), and b) to determine their marketing worth, with regards to consumer intention to purchase an endorsed …

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