Sports Management Commons^™

The National Basketball Association’S (Nba) Digital Transformation: An Explanatory Case Study, James Santomier, Harald Dolles, Reinhard Kunz

WCBT Faculty Publications

Purpose. Digital transformation in the global sport industry has resulted in digitally focused business strategies, innovative business models, targeted social media marketing strategies, increased consumer, and sponsor demand, accelerated growth in women’s sports, and streaming media (OTT) worldwide. This paper aims to study the case of the U.S.-based National Basketball Association’s (NBA) digital transformation, including multiple interactions of actors in the digital transformation process. A key aim is understanding the synergies resulting from the league’s integration of digital technologies, its business strategy, the evolution of its hybrid business model and the increase in revenue and global branding.

Design/methodology/approach. An explanatory …

Investigating The Mediating Role Of Market Orientation Between Internal Marketing And The Development Of Entrepreneurial Orientation Within Private Sports Clubs, Hossein Mansouri, Saeed S. Boroujerdi, Michael Polonsky, Maizaitulaidawati M. Husin, Mehdi Seydi

New England Journal of Entrepreneurship

Purpose–This studyexamines the role of market orientation in the relationship between internal marketing and entrepreneurial orientation within private sports clubs.

Design/methodology/approach–The research is a descriptive-correlational study based on private sports clubs employees within Iran (Sanandaj). A theoretical model was developed based on the literature and tested using SPSS and PLS-SEM software.

Findings– The findings indicate a positive relationship between internal marketing and employees’ entrepreneurial orientation. Market orientation has also played a positive mediating role in the relationship between internal marketing and entrepreneurial orientation.

Originality/value– The results suggest a higher level of market orientation in the organization can increase teamwork and, …

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 A Sports Franchise: The Influence Of Coaches, Fans, And Players, Montgomery Gray

Sacred Heart University Scholar

This article examines existing data to consider the factors that go into the valuation of a sports franchise. Rather than assuming a narrow monetary calculation, I argue for a broader perspective that includes the often incalculable influence of coaches, fans, and players.

The Impact Of Participation In Athletics On Neurological And Psychological Health And The Ability To Compete, Sean Burke

Writing Across the Curriculum

Through the analysis of data pooled from multiple studies, we identify the relationship between participation in athletics and the likelihood of developing a mental illness or brain injury and how this may impact the longevity of an athlete’s career. Using data from various studies, we find that the prolonged exposure to athletics results in a higher likelihood of developing a psychological or neurological illness both in the short and long term. Additionally, we find that this is often the result of accumulated injuries, both neurological, such as concussions, and physiological, such as tearing muscles or breaking bones. The results, however, …

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

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

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.

Social Media And Prosumerism: Implications For Sport Marketing Research, James Santomier, Patricia Hogan

WCBT Faculty Publications

Social media arid the techniques and processes related to marketing using social media are changing at an incredible rate and will require continual monitoring for those involved in-social media research. As such, we identified the need for sport marketing researchers who are abductive thinkers who can design, combine and use innovative research methodologies as stimulated by the continually evolving technology. Ultimately, however, research prospects related to social media and sport marketing are vast for scholars and marketing professionals alike, and are replete with opportunities for designing new research methodologies.

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.

Politics And Naming Rights: Assessing Ny's Sport Venues, James Santomier, Joshua Shuart

Joshua Shuart

Abstract of a presentation made by James Santomier and Joshua Shuart at the May 28-31, 2008 North American Society for Sport Management Conference.

Politics And Naming Rights: Assessing Ny's Sport Venues, James Santomier, Joshua Shuart

James Santomier

Abstract of a presentation made by James Santomier and Joshua Shuart at the May 28-31, 2008 North American Society for Sport Management Conference.

Sport New Media, James Santomier, Joshua Shuart

WCBT Faculty Publications

One of the dominant strategies currently used to address increased complexity in competitive business environments is to adopt technology at all levels of the enterprise. New media is a dimension of technology that is being adopted almost universally by sport enterprises worldwide. The purpose of this paper which is based on meta-analysis, secondary sources, technical reports and interviews, is to build on current knowledge related to sport new media to discuss: (1) new media technologies relevant to the sport industry and (2) considerations for developing and implementing sport new media projects. Within the complex global business environment, sport managers should …

The Professional Bull Riders Tour: Growth And Development Of A Niche Sport, Peter A. Maresco, Joshua Shuart

WCBT Faculty Publications

The Professional Bull Riders Tour (PBR) presents an opportunity to study a niche sport in transition. After its days as simply a part of the rodeo, the tour has seen tremendous growth as a separate, independent activity. This paper highlights the beginnings of the PBR and its eventual development into one of the highest earning and most watched non-prime-time spectator sports. It also focuses on the development of the marketing behind the PBR and includes an analysis of sponsors and ancillary marketing activities.

What Leaders Can Learn From Athletics: Inconsistencies Between Leadership In Sports And Leadership In Corporations, Peter A. Maresco

WCBT Faculty Publications

The article discusses how the individual performance affect the performance of the rest of the members of the team. The author cites from the perspective of a baseball player or any other team sport where the actions of one affect the actions of the other members. Each player is familiar with the rules, knows exactly what to do when it come to playing their position, and each person on the team is fully aware of the impact their performance will have on the other members of the team. Therefore, business leaders should hire individuals who are already familiar with their …

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.

Leading With The Heart: Coach K’S Successful Strategies For Basketball, Business And Life, Peter A. Maresco

WCBT Faculty Publications

If you are a student of leadership, whether in business or in sports, you have no doubt noticed the proliferation of leadership books that continue to make their way onto the shelves of bookstores. After a while one starts to wonder if there can be possibly anything left to write on the subject that hasn’t already been written. Well, perhaps there is; the relationship between leadership in sports and leadership in business, perhaps even leadership in our everyday lives.

World Wrestling Entertainment: Achieving Continued Growth And Market Penetration Through International Expansion, Joshua Shuart, Peter A. Maresco

WCBT Faculty Publications

World Wrestling Entertainment (WWE) is best known for its promotion of professional wrestling as sports entertainment. Today, World Wrestling Entertainment is an integrated media and entertainment company principally engaged in the development, production, and marketing of television programming, pay-per-view programming, and live events, and the licensing and sale of branded consumer products featuring the highly successful World Wrestling entertainment brand. As the WWE brand continues to grow, a strategic decision has been made to place a greater emphasis on the expansion of the WWE brand globally. This paper will present an overview of WWE from its beginnings as the WWWF …

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 …