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Articles 1 - 10 of 10
Full-Text Articles in Business
Digital Transformation And Strategic Sponsorship: The Case Of Bbva, James Santomier, Sten Soderman, Reinhard Kunz
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 …
The Value Of Sports Teams: The Influence Of Coaches, Fans, And Players On Value, Montgomery Gray
The Value Of Sports Teams: The Influence Of Coaches, Fans, And Players On Value, Montgomery Gray
Writing Across the Curriculum
In this paper, I argue that the true value of a team comes from the coaches, fans, and players. These are the people who influence the monetary and competitional success of a team, so are the ones who affect the value the most. Growing up, I have always been a part of a sports team and have cheered for multiple professional teams across numerous sports, but I have always questioned how a team should be valued. I have also always been in business, so I believed that the monetary value was a good source but have found that it goes …
Managing The Business Of Soccer: A Conceptual Framework, Sten Söderman, James Santomier
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 …
End Of The Road : Why The Istanbul F1 Grand Prix Came To A Screeching Halt, Cem Tinaz, Douglas Michele Turco, James Santomier
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.
New Media, Branding And Global Sports Sponsorship, James Santomier
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.
Leadership And Recruitment: What Leaders Can Learn From Coach Robert Montgomery Knight, Peter A. Maresco
Leadership And Recruitment: What Leaders Can Learn From Coach Robert Montgomery Knight, Peter A. Maresco
WCBT Faculty Publications
The article discusses the leadership style of coach Robert Knight that can be adapted by business leaders in recruiting and managing their employees. Background information about Knight is presented. It is said that Knight believes that coaching is motivation and leadership and understanding human nature. According to the author, Knight is concerned with creating an environment where helping co-workers work to their fullest is the norm. Some additional insights into the leadership philosophy of Knight are presented.
Endorser Source Credibility: Redefining Spokesperson Influence Through Development Of The Celebrity-Hero Matrix, Joshua Shuart
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.
Heroes In Sport: Assessing Celebrity Endorser Effectiveness, Joshua Shuart
Heroes In Sport: Assessing Celebrity Endorser Effectiveness, Joshua Shuart
WCBT Faculty Publications
The use of celebrities, and particularly athletes, to influence consumers and sell products is not a new practice, but one that is gaining considerable steam in the sports marketplace. However, many academics and practitioners have long questioned the means by which celebrity endorsement is measured and evaluated. Through the use of validated surveys among US students and the inauguration of the Celebrity-Hero Matrix (CHM), some of their questions are answered. Being labelled a 'heroic' athlete does, it seems, have tremendous power for marketers, and provides endorsement clout for the athlete.
The Media Dichotomy Of Sports Heroes And Sport Celebrities: The Marketing Of Professional Women's Tennis Players, Joshua Shuart
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 …
The Playmasters (Book Review), Joshua Shuart
The Playmasters (Book Review), Joshua Shuart
WCBT Faculty Publications
Book review by Joshua Shuart.
Ham, Eldon L. The Playmasters: From Sellouts to Lockouts-An Unauthorized History of the NBA. Lincolnwood, IL: Contemporary Books, 2000. ISBN 9780809226023