IUB SPH-M 404 - SPH 404 notes (56 pages)

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SPH 404 notes



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SPH 404 notes

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Pages:
56
School:
Indiana University, Bloomington
Course:
Sph-M 404 - Colloquium in Sport Management
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Sports Agency Overview 09 09 2014 Sport Agency Basics Basic Definition A sports marketing and management agency is a business that acts on behalf of an entity in the sports industry The client can be a variety of entities people brands media companies properties events non profits and even concepts The agency can manage a client s interests in a number of areas representation sales negotiation marketing social digital strategy activation and measurement As athletes became more and more recognizable figures in the public spotlight companies brands began using them as endorses for products and services Sport Agency Functions Strategy Consulting Public Relations Research Evaluation Contract Negotiation Social Digital Marketing Sponsorship Licensing Financial Planning Content Development Marketing Activation Event Creation Management Full Service vs General vs Specialty Agencies Full Service agencies handle the pillars of sports management Strategy Sponsorship sales Marketing activation Contract negotiation o Ex IMG Octagon Wasserman Media Group CAA A number of agencies offer a more general menu of service options but occasionally will engage other vendors to supplement capabilities GMR Marketing Team Epic Premier Partnerships Specialty or niche agencies are typically smaller in employee size and instead have core focus or competency Excel sports navigate research Joyce Julius Associates Spreadfast The Convergence of Sport and Entertainment Agencies are always looking for new revenue streams and many are expanding into music movies fashion and youth academies Beats by Dre Jay Z World Cup IMG Academy Mercedes Benz Fashion Week IMG MasterCard s Priceless Suprises Brands continue to look for ways to reach the consumer transcend typical points of differentiation and so do agencies and athletes celebrities LeBron James sponsorship portfolio can t miss for sponsors Careers in Sport Internships internships internships Be a good writer Network your heart out Be willing to travel 100 Work hard don t be a diva Document what you ve done Perfect your personal elevator pitch Envision your path for future growth Find and lean on your mentor Always Be Closing Octagon Overview Octagon Passion Engagement Results provide world class services that tap into consumer passion through sports and entertainment content partnerships develop and implement compelling brand engagement experiences onsite and online from grassroots to global execute flawlessly and measure results to deliver returns on quantifiable business and brand objectives The global sports entertainment and lifestyle content marketing arm of the interpublic Group of Companies Industry pioneer with roots dating back to the 1980s Recognized expertise in aligning brands with sponsorships and partnerships to meet returns on clients objectives Passion Drivers continues to be the definitive tool for developing targeted sponsorship leveraging programs Our global footprint octagon has 76 offices in 22 countries on 6 continents our core businesses marketing athletes personalities Octagon Marketing Our Disciplines Sponsorship Consulting Strategic planning Concept ideation Sponsorship selection evaluation Rights negotiation Promotion Events Event management Premium hospitality Consume trade promotion Mobile Guerilla Marketing Research Measurement Asset valuation ROI ROO Measurement Primary Research Passion Drivers Specialized Services Supporting our core competencies we offer our clients full service capabilities in the following areas o Digital o Multicultural marketing o Cause related marketing o Talent procurement o Merchandise o Creative Why Octagon Global network with local expertise Recognized for industry excellence Unrivalled experience Unique understanding of fans Tried trusted methodologies Passion engagement results Allstate Octagon Consulting activation merchandise hospitality digital entertainment Taylor Strategy Public relations media correspondence social strategy Starcom Media buying agency Leo Burnett Advertising creative agency IMG Strategy negotiation property and rights holder controller 2014 Allstate College Football took over times square outside of the Good Morning America studios for a media activation event Utilized CFB analyst Kirk Herbstreit as spokesperson for the Allstate it s good sweepstakes launch Invited a number of large media syndicates out to attempt kicks on live camera Opened to NYC public allowing everyone a chance to register for the sweepstakes and take the big kick The Rise of Amateur Athletics 09 09 2014 Amateur Athletics The Beginning Definition Amateurism No Pay Professional Pay The History of amateur and professional sports basically comes down to class socioeconomic status the poor class typically played for money or bets the wealthy payed for fun exercise no need for financial gain the Amateur Athletic Union AAU was formed in 1888 to establish standards and uniformity in amateur sport AAU Snapshot During its early years the AAU served as leader in international sport representing the U S in global federations It worked closely with Olympic movement to prepare athletes for the games The Amateur Sport Act of 1978 o Established the United States Olympic Committee providing a governing body for each sport o Thus changing the AAU s focus to the promotion of youth spots at local and regional levels Motto Sports for All Forever Amateur Sports are Big Business Youth Sports Tourism is the fastest growing travel industry segment Competitive Youth Sports usually require travel and multi day play Costs to compete Hotel Airfare Gas Food Uniforms Event fees Sports facility construction sportplexes is growing as the completion for cities to host large scale events grows Who is funding the construction o Public vs Private funding o o o o o o Trying to Get Around the Rules of Amateurism Sponsorships A company pays the athletes expenses in return for that athlete wearing the companies logo or name on his her shirt hat uniform Scholarship Some colleges would offer places to athletes to train and practice with little emphasis on education Trust funds any prize money is paid into a trust fund from which the athlete can draw living expenses more after retirement Token jobs an athlete is given a job to keep amateur status but he she works very little leaving more time for training Illegal gifts money from boosters lavish meals autographs for pay etc The Olympics created under the spirit of amateur international competition


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