Ted G. Fay, David Snyder chapter 8 A North American Perspective on International Sport

Introduction Examples of global brand recognition –Olympic Games –Manchester United –World Series –World Cup –Tour de France –NBA –Nike, Reebok, adidas –Tiger Woods, Michael Jordan, Pele, Yao Ming

What Is International Sport? Two factors determine whether sport is international –Degree, regularity, and action taken with a focus on international activity –Context of the international sport enterprise Note examples on previous slide

Unprecedented Growth in International Sport Dramatic changes in the Olympic Games Corporate sponsorships Shift in the balance of power Recruitment of international athletes Worldwide marketing efforts

Geopolitical and Global Economic Changes Nations’ claims to being world’s best –Olympic Games –FIFA World Cup US claims to most important world events –World Series –Super Bowl –Stanley Cup Little focus on women’s sports

Historic Changes in International Sport Political ideologies Nations’ pursuit of being the world’s best The Olympics at the brink Murder of 11 Israeli athletes and coaches by terrorists in Munich Sporting goods manufacturers Accused of under-the-table payments to athletes Professional athletes –Soviet Union’s victory over favored US team in basketball –Idea to send NBA all-stars to Olympics (continued)

Historic Changes in International Sport (continued) Hockey –Canadian NHL all-stars challenged Soviet Union for first time (one month after Olympics) –Changed professional hockey forever Political and social policy –Nixon used sport as a diplomatic tool by sending US table tennis team to China –Beginning of normalizing diplomatic and economic relations between the two superpowers (continued)

Historic Changes in International Sport (continued) Boycotts –1976 –1980 –1984 Title IX –Passage in the United States –Recognized as setting off a revolution in women’s sports

Redefining International Sport Corporate involvement Eligibility rules Shift of power and players Soccer: the world’s sport obsession

Corporate Involvement 1984 Games marked the first time in Olympic history that significant fees were charged for sponsorship Success started a sport marketing and event management revolution

Eligibility Rules In 1985 IOC eliminated all references to the term amateur Opened the door to professional athletes and teams Collapse of the Soviet Union and East Germany eliminated some of the most powerful nations in history of Olympic completion

Shift of Power and Players Balance of power in international sport has shifted dramatically America’s Cup Tour de France World ladies figure skating Tennis tours LPGA and PGA tours USA Dream Team International players

Soccer: The World’s Sport Obsession Dramatic shift in power and dominance in both men’s and women’s soccer Growth of soccer –Professional leagues for men and women –Proliferation of endorsements, contracts, and television for both men’s and women’s games

Assessing the Expanding Market for Sport Recruitment and development of top players –NBA –Soccer –MLB –NCAA softball –WNBA and WUSA (continued)

Assessing the Expanding Market for Sport (continued) Expansion of professional baseball –Athletes competing in elite US-, European-, and Asian-based professional sport leagues –Teams expanding fan base overseas through Broadcast Team merchandise Other product extensions (continued)

Assessing the Expanding Market for Sport (continued) Globalization of sport marketing –End of cold war helped spawn economies in new nation states of Central and Eastern Europe in 1990s –Sport market economies developed in South America and Asia in first decade of the 21st century –Dynamic export-import exchange occurred among many nations and regions of the world

Careers in International Sport Understanding the basics Pressing concerns

Understanding the Basics Employees need to understand the basics in Finance and macroeconomics Manufacturing and retailing Distribution of products and services Human resource management Primary trade treaties and agreements Movement of goods, services, and capital nation to nation Rights as a foreigner Awareness of legal systems Travel-related regulations

Pressing Concerns Relocating manufacturing operations –Production of footwear and apparel to China, Vietnam, and Indonesia –Created serious financial and ethical questions International sport governance –Figure 8.2 –Corporate sponsorships –Drug testing and arbitration (continued)

Pressing Concerns (continued) Paralympics Addressing full and equitable inclusion of athletes with a disability into their respective organizations and events Other Segments –Arenas and stadia –Ticketing –Security –Fitness centers –Rehabilitation and sports medicine centers –Accommodations and travel

Forecasting the Future The shrinking globe –Trademark licensing and merchandise –Cable deregulation and integrated technologies –On-demand information technologies (continued)

Forecasting the Future (continued) Social awareness –Sport and physical education –Elite athletes –Principles of equity –New order of elite decision makers (continued)

Forecasting the Future (continued) Environmental concerns –Expanded leisure time –Extended life expectancy –Building leisure and sport resorts –Expanded career opportunities