Lecture 5 Strategic Management and sales & digital marketing in sports organizations Msc ISEM Lionel Maltese Maitre de Conférences Aix Marseille University.

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Presentation transcript:

Lecture 5 Strategic Management and sales & digital marketing in sports organizations Msc ISEM Lionel Maltese Maitre de Conférences Aix Marseille University – CERGAM IAE Aix-en-Provence Associate Professor Sport Event Management Kedge Business School Assets Manager ATP – WTA Events and consulting Twitter : @lionelmaltese

« Relational » Business Model CRM Negociation SPONSORSHIP Offer attractivity SPONSORSHIP PR Visibility CSR Media rights Ticketing 2 1 REPUTATION SOCIAL CAPITAL BRAND 4 7 8 5 3 Interpersonnal Networking Sport Management PHYSICAL SUPPORT 6 resources Hospitality Management competencies

« Reputational » Business Model Activation CRM SPONSORSHIP Sport Management Offer attractivity Media Rights Sponsorship Visibility PR CSR Ticketing Commercial Brand 7 2 FACILITIES STADIUM ARENA REPUTATION BRAND 1 6 5 4 3 Brand Management Ticketing Entertainment SOCIAL CAPITAL resources 8 Negociation Hospitality competencies

Cultural Business Model Activation CRM SPONSORSHIP Sport Management Ticketing Servicing 7 Offer attractivity Ticketing & Services Sponsorship CSR PR Visibility Media Rights Commercial brand 3 REPUTATION FALICITIES Stadium/Arena BRAND 2 6 5 1 4 Fan Relationship Management Brand Management SOCIAL CAPITAL resources 8 + = ASSETS Hospitality Negociation competencies

Reputational  Cultural Business Model CRM Activation B to B Athletes Managementt Parnerships Reputation BRAND Physical Resources (Stadium) FANS Entertainment Production Ticketing & CRM Social Capital PR infrastructure development Resources Basis Direct impact Deployment Indirect impact Core Competences

Networking Management Relational business model and external control of your stakeholders sharing resources Social Capital connexions Private Sponsors Public sponors Sports Institutions Networking Club / event Organization Athletes Management Relational Business Model Suppliers Fans Media Services for stakeholders Interpersonal networking in a limited business

Reputation Management Reputational business model and external control of your stakeholders sharing resources Connexion with Fans = medias Private Sponsors Public sponors Sports Institutions Reputation Club / event Organization Athletes Management Reputational Business Model Suppliers Fans Media Services for stakeholders Media plat-form = Entertainment

Connexion with Fans = activations Fans plat-form = Sportainment Cultural business model and external control of your stakeholders sharing resources Connexion with Fans = activations Private Sponsors Public sponors Sports Institutions Fan Relationship Club / event Organization Athletes Management FRM Business Model Suppliers Fans Media Services for fans Fans plat-form = Sportainment

Ecosystemic circles : Relation – Réputation - Culture Reputation Well-being Public Institutions Relation Partners Suppliers Social Public Executives Institutional Executives Private Executives Sport Institutions Events Sport Managers Fans Practitioners Clubs Experience Game

Sport business life cycle to build a sustainable brand Reputational Business Model Cultural Business Model Relational Business Model 3.0 1.0 2.0

Your strategic GOAL ! Building and managing your global sport ecosystem where all shareholders and stakeholders will become your FANS to create your « CULTURE » focusing on efficient assets strategic management