راهنمای نهایی بازرایابی ورزشی

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راهنمای نهایی بازاریابی ورزشی Book Name: THE ULTIMATE GUIDE TO SPORTS MARKETING Aouthrs: Stedman Graham , Lisa Delpy Neirotti , Joe Jeff Goldblatt Paperback: 322 pages Language: English Code: SPO01 Size: 3.7 MB PART 1 THE ROLE AND SCOPE OF SPORT EVEN|50702505|qez|
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راهنمای نهایی بازاریابی ورزشی



Book Name: THE ULTIMATE GUIDE TO SPORTS MARKETING


Aouthrs: Stedman Graham , Lisa Delpy Neirotti , Joe Jeff Goldblatt


Paperback: 322 pages


Language: English


Code: SPO01


Size: 3.7 MB



PART 1


THE ROLE AND SCOPE OF SPORT EVENTS


1 Understanding the Sport Industry,the Players, and Opportunities 3


Appreciating the History and Variety of Sport Events 5


The Starting Blocks 12


Personality, Lifestyle, and Work Style


Characteristics You Will Need 14


Expectations 14


Game Highlights 17


2 Critical Planning to Master the Game 19


SWOT: The Strengths, Weaknesses,


Opportunities, and Threats Analysis 20


Creating and Working Your Plan 26


Plan for Uniqueness 30


International Event Planning 30


Conducting Your Planning Meetings 31


Celebrating Success and Controlling Stress 31


Planning for Contingencies 34


Sport Event Planning: Summary 35


Game Highlights 36


Resources for Event Planning Software 37


3 Designing, Planning, and Controlling Event Logistics 39


Asking the Right Questions 39


Logistics 40


Working with Vendors 43


Selecting a Web Partner 49


Volunteers 52


Uniform Design and Distribution 53


Facilities 55


Weather 56


Traffic Flow: Keep Things Moving 56


Transportation 58


Special Accommodations 61


Food and Beverage 63


Ticketing and Admissions 65


Ticketing and Seating Variations 67


Seating Design and Control 68


Safety and Emergency Precautions 68


Hallmark or Recurring Events 69


Award Ceremonies 70


Negotiating Hotel Room Blocks 71


Bookends and Other Conflicts 74


Beginning the Logistical Planning Cycle 75


Game Highlights 79


4 Providing Hospitality at Sport Events 81


Questions and Considerations When


Purchasing a Hospitality Package 82


À La Carte and Individual Hospitality 84


Winning the Hospitality Game:


10 Effective Hospitality Strategies 85


Working within a Budget 92


A Final Word on Sport Event Hospitality 93


Game Highlights 95


References for Protocol 96


5 Negotiations and Contracts 97


Option to Renew and Right of First Refusal 98


Termination and Arbitration 99


Risk Management and Insurance 99


Sponsor and Supplier Agreements 100


Television 104


Personnel 104


Sport Celebrities 105


Not-for-Profit Beneficiaries 105


Venue Contracts 106


Licensees 106


Hospitality 107


When to Utilize Legal Counsel 108


When to Consult a Sport


Management/Marketing Consultant 109


Litigation, Arbitration, and Alternative Dispute Systems 110


Closing Arguments 111


Game Highlights 112


6 Risk Management: Protecting Your Investment 113


Tell It to the Judge 114


Training: The First Preventative Measure 115


Risk Assessment 116


Athlete Protection 118


Loss Prevention 118


Storage 119


Access to Events 120


Hiring Staff 122


Transporting the Goods 124


Wrap-Up 125


Safety First 126


Anticipating Problems 128


Incident Reporting 130


Securing Adequate Insurance 131


The Final Score 137


Game Highlights 137


7 Effectively Recruiting and Leveraging a Sport Celebrity 139


Finding the Right Match 140


Contacting and Persuading the Sport Celebrity 141


What Does It Cost? 143


Maximizing the Celebrity’s Appearance 144


Ideas for Sport Celebrity Appearances 148


Game Highlights 149


8 Event Marketing 151


Part I: Traditional Event Marketing 152


Part II: Corporate Event Marketing 169


Game Highlights 174


PART 2


PRACTICAL METHODS FOR ACHIEVING SUCCESS


9 Financing Sports Events 177


Finding Capital 177


Contracting Outside Agencies 194


Nonsponsorship Funding Sources:


Foundations and Financial Institutions 195


Controlling Costs 196


Final Words of Advice 197


Game Highlights 198


10 Licensing Agreements and Merchandising 199


The Licensing Process 200


Vending Locations, Design, and Operations 201


Marketing Licensed Merchandise and Guarantees 202


Training Your Sales Team 203


Selling Merchandise at Smaller Events 204


Game Highlights 205


11 The Ins and Outs of Sport Events 207


Cycling 208


Running Races 208


Golf Tournaments and Outings 214


3-on-3 = 7 Times the Fun 218


Alternative or Action Sports 220


Ultra Sport Events 222


Multicity Sport Events 222


Game Highlights 223


12 Sports Tourism: An Economic Catalyst for Cities 225


Organizing a Sports Commission 227


Assessing Your Community 227


Bidding for Events 229


Homegrown Events 232


Marketing Your City as a Sports Center 233


Measuring the Economic Impact 234


Additional Research 246


Game Highlights 246


13 Charitable Events 247


Who Benefits? 248


Finding the Right Charitable Organization 249


What Does the Charity Bring to the Sport Event? 250


Legal Considerations 250


Seeking Sponsors 254


The Charity Spokesperson 254


Potential Liabilities 254


Measuring Your Success 255


Game Highlights 256


14 Closing Ceremonies: Advice to New Sport Event Management and Marketing Professionals 259


Get Up at Dawn: The Future Is Yours 259


Ready, Set, Go! 261


A Final Word 262


PART 3


APPENDIXES


1 Sample Agreements 267


A Independent Contractor Agreement 267


B Sponsorship Agreement 273


C Licensing Agreement 277


2 Useful Resources 287


A Career Opportunities in Sport Event


Management and Marketing 287


B Types of Sport Events 288


C Sport Awards Banquet: Sample Script 290


D Production Schedule Designed by Robert W. Hulsmeyer and


Adapted for Basketball by Dylan Aramian 292


E Olympic Games Official Opening/Closing Ceremonies 296


F Rules for Establishing Precedence (Protocol)


for Your Sport Event 299


References 305


Index 309