The Blockbuster Strategy
spending a lot of money on a few select projects (books, movies, etc.) through large-scale marketing efforts, A-list actors, high production costs and betting that they win big at the box office
Alan Horn, Warner Bros.
champion of blockbuster bets: released 4-5 event-film films annually that appealed to young, old, male and female and received a higher-than-average production and marketing budget (Inception, Happy Potter)
Real Madrid's Galacticos Strategy
a forceful effort to attract some of the world's biggest stars to his club to increase revenue and fanbase worldwide (ex: David Beckham)
Boca Juniors' Talent-Development Model
developing star players through its academy, and then selling them for high prices to European clubs (at least one per year); this model is self-reinforcing because it identifies young talent, develops it, and sells it to Europe for money that is put back
Maria Sharapova
youngest woman to win at Wimbledon; agent Max Eisenbud helped her choose brands that would build her own brand to stand for the same qualities she championed (ex: Motorola)
LeBron James
fired his agent and created his own firm to represent him (LRMR) and give him more control to pursue innovative deals or projects that did not garner profits (charity); wanted to purse revenue-sharing or equity shares instead of standard endorsement deals
TOP Program
The Olympic Program: the highest level of Olympic Sponsorship valued at $240 million; each sponsor pays around $85 million sponsorship fee and then activation expenditures
2012 TOP Sponsors
Acer, P&G, Coca-Cola, GE, McDonald's, VISA, Samsung, Dow, Omega, Atos Origin, Panasonic
Olympic Values
authenticity, mythology and mystique, pinnacle of sport
Olympic Brand
encompasses every activity and each touchpoint across both tangible and intangible dimensions
Olympic Influencers
members of the Olympic movement, The IOC, The OCOG, athletes, broadcasters, consumers
Olympic Touchpoints
Tangible (products, packaging, advertising, destination environment), Intangible (services, atmosphere, ambiance, attitude)
Brand vision
any organization's long-term direction as it relates to its ultimate dream" (dream: spreading Olympic values worldwide to increase interest in the enjoyment and participation of the Games)
Acer Case Brief
Top Sponsorship: 2009-2013, provided equipment
Marketing Tactics: goal was to double U.S. market share to 11.7%, estimated increase in sales to $30billion, increase in brand value and employee morale
Results: many people didn't get message from commercial
Samsung Case Brief
Sponsorship began in 1997 and has helped the company solidify its reputation as one of the leading and most successful brands in the world
Marketing Tactics: shifted from brand awareness to brand preference
Results: increased brand value
Coca-Cola Case Brief
Support since 1928 (longest continuous sponsorship)
Marketing Activities: Olympic Torch Relay, Green Branding
Visa Case Brief
began in 1986, build brand awareness
Olympic Athlete Prize Money
varies by country; U.S. gold medal winners receive $25,000 for gold
Shaun White
as of 2010, had $10 million in endorsements: American Express, Target, Oakley, Vail Resorts, Ubisoft, Burton, BF Goodrich, Cadbury
Michael Phelps
sponsored by Speedo, VISA, Omega, Powerbar, and Matsunichi
Lindsey Vonn
Under Armor, P&G, Rolex, Red Bull
Usain Bolt
Puma, Gatorade, Hublot; most markable athlete in 2011
The World of the Stadium
when you invest public money in a project of this nature, you need to defend your decision; it has the opportunity to encourage growth and not just minimum-wage jobs
Staples Center
widely successful example, increase in property value and economic activity in the area
Kyle Field
$480 million renovation budget, insanely nice stadium
Camden Yards
single sport, breakthrough design (retro, intimate feel, modern amenities, suites & upgrades available)
Sporting Kansas City
catches up with world of technological devices through fiber optic network, collected data on fans in order to make more money through marketing tactics
Phillips Arena
$200 million renovation for a social center: premium club, Top Golf, incorporate authentic experiences
The Entertainment District Model
Incorporate experiential factors that make it special; the social world is increasingly important, so this is being accounted for in plans for construction/renovation
The Social Issue of the Stadium
Ice District in Edmonton; revolutionary city planning vision that relies on creation of a town based around a sporting complex; innovative, still an experiment; Brooklyn: the placement of the Mets Stadium, where a community used to sit
The Controversy called Title IX
the money problem: discrepancy in funding between men's and women's sports; lack of TV coverage for women, only 10% of schools generate enough $ to pay for athletic department (driven by mens basketball and football)
Tests of Compliance
Proportionality: the number of opportunities is substantially proportional to enrollment demographics
History and continuing practice of expanding participation: actively working to reach compliance, fully expanding opportunities to minority sex
Brown v. Amy Cohen
Brown University cut two mens sports and women's gymnastics due to financial reasons; Amy Cohen was a gymnast there, and she sued for failure to comply with Title IX; case went to SCOTUS and it sided with Cohen based on proportionality
Rise of WNBA
plays in summer to avoid NBA, NBA owns it and advertises it during NBA finals
Billie Jean King
female tennis player that advocated for gender equality, formed WTA
Advertising Campaigns Aimed at Women
#CoverTheAtlete, Strong is Beautiful
Alpine Ascents
invented by Dick Bass inadvertently (wealthy Texas Oil man who goal was to climb summits of each continent); award-winning site, very popular, geared toward wealthy
Bonaire
small caribbean island, some of the best scuba diving in the world, example of branding for sports tourism, branded itself for scuba diving in the 70s; developed ways to conserve environment
The Economy of Golf
the sport is failing both monetarily and in participation, seeing lack of relevance to millennials, implications of decline of gold
Charles Fraser & Sea Pines Plantation
new concept on remote island that became Hilton Head Island; invention of the plantation/gated community system; designed a livable community with all of the aesthetics and design in mind for an experience centered around golf
Larry Young & Myrtle Beach
went to Calabash, NC and built Marsh Harbour (public course treated as well as a private one); Myrtle Beach started developing courses in the resort complex model
David Bronner & RT Jones Trail
wanted to invest state retirement pension money in something for the state of Alabama; became a tourist attraction all across the state in 11 sites; RT Jones was the signature architect of the games, his named carried weight
The Signature Architect
RT Jones: liked to balance risk and reward, longer Ts, cookie cutter sand traps, holes with multiple routes
Pete Dye: penal system
Tom Doak: exotic designs on cliffs and strange locations
The Player-Designer
Jack Nicklaus: recruited by Pete Dye to help him work on Harbour Town; player puts imprint on course, but technicalities are left to designer
Bandon Dunes
created by Mike Keiser in southern Oregon, top 30 course
Medal Premium Calculations
5:3:2 (ratio of money awarded by countries to athletes for medals); gives premium to gold medal, but does not discount other medal types
Olympic Host Selection Process
fluid system; select five finalists who will make presentations on how they will host the games
2012 Olympic Host Finalists
London, Madrid, Paris, Moscow, NYC (North American and European dominance because of economic advantage
2016 Olympic Host Finalists
Chicago, Tokyo, Madrid, Rio
Katie Bynum
Head of Partnerships, USGA
United States Golf Association
runs US Open and Women's Open, mission driven, serves worldwide, runs 14 national championships, writes and governs the rules that maintain the whole sport
Partnerships with USGA
find strategic and thoughtful, less commercial sponsorships; multi-year agreements with assets like hospitality, digital, broadcast, etc.
Partner Activation
sponsorships touch so many aspects, every form of media, hospitality/event services, ticket sales/campaigns
Under Armor and Kevin Plank
wearable tech (clothing that incorporates fitness)
Schwinn Bikes
went into bankruptcy because it missed out on the mountain bike opportunity when it was presented and lost 65% of the market share
Patent
most powerful expression, grant to you that prohibits someone from taking design for 18 years, incentivizes innovation and business
Trademarks
distinctive marks that set off one brand from another, originally conceived to protect consumers from being misled
Copyright
unique expressions/stories, music is rather tricky, but so is copyright as a whole
Tour 18
18 famous golf holes from around the world replicated through satellite images and measurements in a separate course; park built in Hustin and they piped in seagull sounds, huge hit, but when they announced they would make a chain, the original courses su
Major Challenges for Nike
excess industry capacity, especially on the retail side, generation Y, change in fashion
Management of brand
maintaining peace/ability to avoid management and labor conflict, fans don't want discord, once you lose media coverage, it is hard to get back
Media fragmentation
went from world of 3 networks to a sea of niche outlets; commercials/funding/broadcasting rights are shifting and changing
Heretic games
used to just be a few popular sports with a few popular heroes, 2010 ESPN went all in for world cup, and came out on top, place of experimentation
Women's stage
one of the sports will find their way to mainstream, individual moments are doing better, very event drive, often unpredictable
Environmental Tightrope
more policies will be coming into place that will add sensitivity to event creation and selection
The Packaged Experience
constant experimentation to see where market wants to spend leisure income; may get controversial
The lost mission
obesity epidemic/lack of fitness awareness, sports will be an avenue for that solution
Wealth divide
ominous for social justice, wealthy teams/conferences and resentment of less powerful conferences, present in sports like cars, olympics, soccer, baseball, etc.
The Engineered Athlete
rise in technology, important to preserve the sport while incorporating new technology/equipment, ability to engineer the athlete is becoming more popular
Moral Connection
construed that there is a higher educational impact with sports, original mission was for students to have athletic experience, we believe character is built through sports and that they teach valuable lessons