Marketing is the act of satisfying and retaining customers. It is one of the primary components of business management and commerce.
Sponsoring something is the act of supporting an event, activity, person, or organization financially or through the provision of products or services. The individual or group that provides the support, similar to a benefactor, is known as the sponsor.
Patrick Nally is a British entrepreneur and specialist consultant. He is widely acknowledged as the 'Founding Father' of modern sports marketing and a principal pioneer of today's sports business industry.
Hamid Etemad is a Canadian organizational theorist, and Professor at the Desautels Faculty of Management, McGill University. He is best known for his work on international entrepreneurship and business, specifically the "internationalization of small and medium‐sized enterprises."
The IULM University - Milan is a university located in Milan, Italy. It was founded in 1968 and is organized in four faculties.
Sport management is the field of business dealing with sports and recreation. Sports management involves any combination of skills that correspond with planning, organizing, directing, controlling, budgeting, leading, or evaluating of any organization or business within the sports field. The field of sport management has its origins in physical education departments. The discipline has evolved to incorporate history and sociology. Development of sport management has also extended to esport management growing to a $4.5 billion dollar industry as of 2018. The opportunities in sport management have expanded to include sports marketing, sports media analytics, sports sponsorships and sports facilities management.
Service-dominant (S-D) logic, in behavioral economics, is an alternative theoretical framework for explaining value creation, through exchange, among configurations of actors. It is a dominant logic. The underlying idea of S-D logic is that humans apply their competences to benefit others and reciprocally benefit from others' applied competences through service-for-service exchange.
Sports marketing as a concept has established itself as a branch of marketing over the past few decades; however, a generally accepted definition does not exist. Academicians Kaser and Oelkers define sports marketing as 'using sports to market products'. It is a specific application of marketing principles and processes to sport products and to the marketing of non- sports products through association with sport.
The Gordon S. Lang School of Business and Economics is the business school of the University of Guelph, in Guelph, Ontario.
Marketing activation is the execution of the marketing mix as part of the marketing process. The activation phase typically comes after the planning phase during which managers plan their marketing activities and is followed by a feedback phase in which results are evaluated with marketing analytics.
Sports communication is a field of communication studies that specializes in the elements of communication in sports. Sports communication can be defined as "a process by which people in sport, in a sport setting, or through a sport endeavor, share symbols as they create meaning through interaction". This field encompasses the study of interpersonal and organizational communication among participants within a sport, fans, and the media. Researchers also examine the way that sports are represented and communicated in the media. Many careers in the sports industry are involved in the interpersonal and organizational communication process. These range from technological occupations, like media and marketing, to team psychologists who focus on relationships between players.
Traditionally, market orientation (MO) focuses on microenvironment and the functional management of an organisation. However, contemporary organisations have widened their focus to incorporate more roles, functions and emphasis on the macro environment. Firms have been concerned with short run success and often not taken into account the long-run ecological, social and economic effects from their activities. Despite growth in the MO concept, there is still a need to reconceptualise the concept with a greater emphasis on external factors that influence a firm.
Fan loyalty is the loyalty felt and expressed by a fan towards the object of his/her fanaticism. Fan Loyalty is often used in the context of sports and the support of a specific team or institution. Fan loyalties can range from a passive support to radical allegiance and expressions of loyalty can take shape in many forms and be displayed across varying platforms. Fan loyalty can be threatened by team actions. The loyalties of sports fans in particular have been studied by psychologists, who have determined several factors that help to create such loyalties.
Kenneth Cortsen is a Danish sport management researcher from Aarhus School of Business, Aarhus University and Associate Professor from University College of Northern Denmark (UCN), Department of Sport Management. His work places research at the heart of commercialization of sports.
John O'Shaughnessy was a British academic and business writer.
Lynn R. Kahle is an American consumer psychologist and Professor Emeritus at the University of Oregon's Lundquist College of Business. From 2018 to 2020 he taught at the Lubin School of Business, Pace University in New York as a visiting scholar and professor.
The concept of international sport refers to sport when the participants represent at least two countries. The most well-known international sports event is the Olympic Games. Other examples include the FIFA World Cup and the Cricket World Cup. The cricket match played between the United States and Canada in 1844 was the first ever international match played in any sport.
GlideSlope is a management consulting firm involved in global sport. GlideSlope was founded in 2010 and currently headquartered in New York City. In April 2017, GlideSlope was acquired by CSM Sport & Entertainment.
Jennifer A. Chatman, an American academic, is the interim dean of the Haas School of Business at the University of California, Berkeley and the Paul J. Cortese Distinguished Professor of Management. Chatman is also the Co-Director of the Berkeley Haas Culture Initiative, the Assistant Dean for Learning Strategies at the Haas School of Business, and editor for the journal Research in Organizational Behavior.
Dan MacKenzie is a Canadian sports administrator and marketing executive. He has served as president of the Canadian Hockey League since September 2019. He served as the vice-president and managing director of National Basketball Association (NBA) Canada from 2014 to 2019, and previously worked for The Sports Network. During his tenure with NBA Canada, he implemented marketing strategies targeted to younger demographics to grow the game in Canada, and he increased the NBA presence using television, advertising, social media and community involvement. He oversaw events which included managing the development NBA Global Games in Europe, 3x3 basketball tournaments in Canada, the NBA Canada Series, and the 2016 NBA All-Star Game.
