Chapter 1: Study of Sport Management and Sport Communication Lecture 2 {Date}

Lecture Outline Magnitude of the SI –Growth –Segmentation –Role of communication within Focusing on the study of SC/SI Preparing for a career in sport communication: Undergraduate and graduate options Increasing marketability through ancillary activities –SC literature –Academic and professional organizations

Profile of a Sport Communicator: John K. Koluder Opportunities through education, experience, and networking Shifted intentions Rewards Challenges Difficulties

Study of Sport Management and Sport Communication First three chapters introduce field of SC –Studying –Careers –History and growth

Recognizing the Magnitude of the Sport Industry (SI) SI is defined as the market in which the businesses and products offered to its buyers are sport related and may be goods, services, people, places, or ideas (Pitts & Stotlar, 2002). SI has sociological, political, legal, financial impact: Sport is a major institution SI is ranked in top 10 –$213B (2X auto industry; 7X movie industry) –Some estimates much higher (i.e., $324B) »Sporting goods ($26B), Professional services ($15B) »Spectator spending ($26B), sport travel ($154B) »Fantasy football ($2.1B), team expenses ($23B)

Growth of the SI Business of sport continues to expand –Sport Industry: $50B (1987); $152B (1995); $213B (2006) –Franchise values: Redskins, $1.1B; Yankees, $950M –NCAA growth: 1,200 members; 360,000 students; 23 sports; OSU has 36 teams, 900 athletes, $90M revenue Through its coverage of and makeup in the SI, sport communication plays a critical role –Increase in coverage in traditional and legacy platforms –Increase in terrestrial and satellite radio, mobile units, the Internet, and TV: College: CBS’ 11-year, $6B with the NCAA Olympics: NBC’s $894M (2008); $1.18B (2012) Pros: NFL’s national deals pay $3.7B annually

Segmentation of the SI NASPE/NASSM: Sociocultural, management and leadership, ethics, marketing, communication in sport, budget and finance, legal aspects, economics, governance, field experiences Pitts, Fielding, & Miller: Performance, production, promotion Meek: Entertainment, products and services, support organizations Mullen, Hardy, & Sutton: Primary marketing functions Li, Hofacre, & Mahony: Firms and organizations that produce sport

Role of Communication in SI Plays a vital role in any segmentation model Involves personal and organizational communication…not in the models Plays key role in management of sport; needed for –professionals to set strategies, –advertisers to promote products, and –media members to cover sports. Main reason for the growth of the SI Vital to continued growth of SI Often learned in academia

Focusing on the Study of Sport Management (SM) SM: The study and practice of all people, activities, businesses, or organizations involved in producing, facilitating, promoting, or organizing any sport-related business or product (Pitts & Stotlar, 2002) SI growth = demand for trained and educated individuals Formal education –Began in 1966 –Few opportunities before 1980s –Now 200+ undergraduate, 100+ master’s, 12+ doctoral (USA) SM programs and courses: Global, associates, secondary, online

Focusing on the Study of Sport Communication (SC) SM study includes many content areas All courses involve aspects of SC Importance of studying SC –Understand and appreciate role, impact –Become skilled communicators Increased SC courses because… –Increase in sport coverage –Demand for skilled SM professionals

Preparing for a Career in SC SC study is interdisciplinary Sport management, interpersonal communication, advertising, broadcasting, communication, cinema, electronic media, electronic journalism, film, finance, informatics, and information services to journalism, law, management, marketing, mass communication, new media, public relations, speech, and writing (continued)

Preparing for a Career in SC (continued) Absorb all the education possible, and be aggressive in pursuit of on- the-job training along the way

Options at Undergraduate Level 1. Major in SC 2. Study SC within another program Minor or emphasis in SM, PR, journalism, telecommunications 3. Take individual SC courses 4. Supplement with additional courses and practical experience –PR, writing, marketing, communications, advertising, journalism, production, technology, marketing, another language –Develop skills in internship, practicum, volunteer, and work

Options at the Graduate Level Study SC at master’s level –SC program –SC emphasis in another discipline –SC elective courses Study SC at doctoral level Preparation for leadership positions in academics or athletics

Increasing Your Marketability Through Ancillary Activities Read SC literature and join SC orgs Read SC literature –Books on niche segments Textbooks Practical and tutorial Biographical Sociological and cultural Critical media analyses –Academic and trade journals International Journal of Sport Communication Journal of Sports Media, Journal of Sport Management SportsBusiness Journal, NCAA News, SportsTravel

Join Academic or Professional Organizations Provide educational and networking opportunities Professional –COSIDA, APSE, AWSM –American Sportscasters Association (ASA) –U.S. Basketball Writers Association (USBWA) –Football Writers Association of America (FWAA) –National Collegiate Baseball Writers Association (NCBWA) Academic –North American Society for Sport Management (NASSM) –North American Society for the Sociology of Sport (NASSS) –Sport Marketing Association (SMA)

How has SC contributed to the growth of the SI? Why are communication skills important in any sport position? Which segmentation model do you think most addresses the SI’s scope? How do these models classify SC? Why is skill development important? How can learning additional languages benefit you? Why is studying SC important? How do academic and trade publications facilitate the growth of SC? How does the growth of academic programs facilitate the development of professionals in SC? How do professional associations contribute to the SC field? Discussion Questions