1. Course Introduction The Winning Business

2. Class Overview 1 The Winning Fallacy Sports organizations cannot rely on winning to be successful in the sports industry Winning has also become a commodity that means different things to different people Perennial Winners and Losers Teams that win consistently can fail as businesses Teams that lose consistently can achieve success as businesses What are the issues facing sports organization? Teams are struggling to be profitable Increasing domestic and global competition Strategies for Creating a Winning Business What is a sports strategist? What issues do sports strategists need to focus on to be successful?

3. Ballpark Synagogue 2 The South Bend Cubs transform an old synagogue into a new merchandising shrine to the team – a ballpark gift shop http://www.milb.com/multimedia/vpp.jsp?content_id=30984377&sid=t550#/copyhttp://www.milb.com/multimedia/vpp.jsp?content_id=30984377&sid=t550#/ What is the Ballpark Synagogue? Fans now identify the gift shop as their favorite part of the stadium Merchandise sales have increased as much as 50 percent year-over-year The store has been the focus of national attention and received national landmark status A documentary about the synagogue won an Emmy in 2013 Why is it successful? “I always want the team to be in first place. But as a business owner, I care more about attendance.” – Owner Andrew Berlin South Bend Cubs is an example of how making a stadium a destination helps ensure consistent attendance What is the Takeaway?

4. Why Winning Does Not Always Equal Success 3 The Winning Fallacy Perennial Winners Glasgow Rangers Periodic Winners Florida Marlins Winning is a Commodity High School Playoffs Perennial Losers Toronto Maple Leafs

5. What Are The Key Issues Facing The Sports Industry? 4 Financial Risk and Reward Increasing facility, athlete, and personnel costs Attacks on traditional revenue streams Competitive Intensity New global and domestic competition Lower barriers to entry because of technology

6. What Makes For A Successful Sports Strategist? 5 Sports strategists analyze the challenges organizations can best address and determine the best solutions for those problems. How does a sports strategist achieve these goals? Interdisciplinary View Maintain a holistic perspective even as organizations specialize Problem- Oriented First identify the problem you are trying to solve; then develop a process to fix it Committed To Differentiation How am I providing a product that is different from my competitors and valued by my customers? Students of Technology Everyone needs to become a chief technology officer who is able to assess new opportunities when they arise Revenue Focused No matter where someone sits in the organization he or she will be increasingly expected to help generate revenue

7. How Can Sports Strategists Position Organizations For Future Success? 6 Sports Strategist Designing an Identity Constructing Enduring Narratives Mastering New Technologies Maximizing Revenue with Analytics Developing Public Support Crafting a Crisis Blueprint Reinvigorating Sportsscapes Infusing Ethics Into Decision- Making

8. Conclusion 7 Winning Winning is only one of factors that drives industry success In order to prosper financially, organizations must stand out in a hyper- competitive industry Interdisciplinary View The sports strategist must maintain an interdisciplinary view of the organization and must be problem-oriented, committed to differentiation, a student of technology, and always revenue focused Chapters The chapters are designed to provide a variety of solutions and address how to capitalize on each of the success factors that sports strategists can control