International Cases in the Business of Sport

International Cases in the Business of Sport......Page 4
Copyright Page......Page 5
Contents......Page 6
Acknowledgements......Page 10
Biographies......Page 12
Introduction......Page 22
Learning Matrix......Page 26
Case 1 Més que un club (more than a club): the commercial development of FC Barcelona......Page 30
Case Elements......Page 31
Case Diagnosis......Page 37
Case 2 Branding sport teams in a competitive context: a look at team branding strategies in the National Hockey League......Page 42
Case Elements......Page 43
Conclusion and Diagnosis......Page 50
Case 3 ESPN STAR Sports......Page 59
Case Elements......Page 60
Case Diagnosis......Page 68
Conclusion......Page 70
Case 4 The challenges of modernizing a professional sport: a case study of professional road cycling......Page 74
Case Elements......Page 75
Case Diagnosis......Page 83
Postscript......Page 86
Case 5 sweatyBetty: by women, for women......Page 89
Case Elements......Page 90
Case Diagnosis......Page 96
Case 6 University College Dublin Association Football Club: putting an appropriate strategy in place......Page 102
Case Elements......Page 103
The Strategic Plan......Page 111
Concluding Comments......Page 115
Case 7 Who could wish for more? New Zealand’s Coast to Coast multisport event......Page 119
Case Elements......Page 120
Case Diagnosis......Page 126
Case 8 Twenty-20 and English domestic cricket......Page 130
Case Elements......Page 131
Case Diagnosis......Page 138
Case 9 Manchester United: the commercial development of a global football brand......Page 143
Case Summary......Page 144
Case Elements......Page 145
Case Diagnosis......Page 152
Case 10 Something for nothing: the free ticket myth......Page 164
Case Elements......Page 165
Case Diagnosis......Page 175
Future Research......Page 177
Case 11 Guinness, sport, and the positioning of a global brand......Page 180
Case Elements......Page 181
Conclusion......Page 188
Case Diagnosis......Page 189
Case 12 Sports in the country of a billion: a study of the marketing possibilities and the resulting development of less popular sports in India......Page 194
Case Elements......Page 195
Case Diagnosis......Page 202
Case 13 Developments in web technology: enhancing the viewing spectacle of sport......Page 207
Case Summary......Page 208
Case Elements......Page 209
Case Diagnosis......Page 214
Case 14 Tribalism: attracting fans in a fragmented market......Page 221
Case Elements......Page 222
Case Diagnosis......Page 229
Case 15 The internationalization of Club Atlético de Madrid S.A.D.: creating value beyond borders, a differential strategy......Page 234
Case Elements......Page 235
Annexe 2......Page 246
Annexe 3......Page 247
Annexe 5......Page 248
Case 16 Olympic marketing: the power of the five rings band......Page 251
Case Elements......Page 252
Case Diagnosis......Page 264
Case 17 To close or not to close: press relations and locker room accessibility in sports......Page 272
Case Elements......Page 273
Case Diagnosis......Page 280
Case 18 “The Game We Love. Evolved.”: Cricket in the 21st century......Page 286
Case Elements......Page 287
Case Diagnosis......Page 293
Case 19 Celebrity athletes and athletic clothing design: the case of Natalie Gulbis......Page 299
Case Elements......Page 300
Case Diagnosis......Page 312
Case 20 Promoting Pacific Islander rugby in a crowded marketplace: using media relations to overcome the challenge......Page 316
Case Elements......Page 317
Case Diagnosis......Page 323
Case 21 Integration between broadcasters and transmission companies involved in sports broadcasting......Page 328
Case Study......Page 329
Case 22 How to use naming rights in the business of sport......Page 346
Case Elements......Page 347
Case Diagnosis......Page 359
Case 23 If the shoe fits: a marketing analysis of the Starbury One basketball shoe......Page 362
Case Elements......Page 363
Case Diagnosis......Page 368
Case 24 On tour with the Barmy Army: a case study in sports tourism......Page 371
Case Elements......Page 372
Case Diagnosis......Page 381
Case 25 The future of the Tour de France: from an independent style of organization to ‘A Formula One Model’?......Page 387
Case Elements......Page 388
Case Diagnosis......Page 396
Case 26 Sports development meets sports marketing in Africa: Basketball without Borders and the NBA in Africa......Page 401
Case Elements......Page 402
Case Diagnosis......Page 409
Case 27 New marketing challenge of the South Korean Professional Baseball League and the Lotte Giants......Page 418
Case Elements......Page 419
Case Diagnosis......Page 426
Case 28 Professional rugby, community rugby clubs and volunteers: creating advantage through better volunteer management......Page 433
Case Elements......Page 434
Case Analysis......Page 442
Case 29 Boca Juniors, the half plus one of the America’s population team: the restructuring of the club......Page 452
Case Elements......Page 453
Case Diagnosis......Page 456
Case 30 Grand Slam Committee moves to regulate tennis wear logos......Page 460
Case Elements......Page 461
Case Diagnosis......Page 467
B......Page 474
C......Page 475
F......Page 476
I......Page 477
M......Page 478
N......Page 479
R......Page 480
S......Page 481
U......Page 482
Z......Page 483