SPORT
MANAGEMENT DIGEST
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Sport Management Digest
Journal of Sport Management, 2003, 17, 80-84
© 2003 Human Kinetics Publishers, Inc.
Power and Sports Networks
Framed within network theory, this study investigates the relationships between
national sport governing bodies (NSGBs), the media, and corporate sponsors. The
authors contend that network theory provides an insightful approach into exploring dynamic sporting environment and gaining further understanding of exchangebased phenomena. Using a qualitative research paradigm and set within an Irish
context, the authors undertook a two-tiered study. The first stage included exploratory research with key respondents and the second stage utilized in-depth interviews with four sub-samples of participants. The analysis focuses on the impact of
change drivers and the nature of relationships over time leading to the development of a proposed model to demonstrate the power relationships within a sport
network context.
Wolfe, R., Meenaghan, T., & O’Sullivan, P. (2002). The sports network: Insights
into the shifting balance of power. Journal of Business Research, 55(7), 611-622.
Extreme Sports and the Media
This article focuses on the growth of extreme sports in the United States. Increases
in television audiences for ESPN’s X-Games and NBC’s Gravity Games and the
number of corporate sponsors provide evidence of the growing popularity of extreme sports in recent years. In fact, the author notes the rise in the participation of
certain extreme sports, namely snow-, skate-, wake-, and surf-boarding as well as
bicycle motorcross and the expected growth of these sports until 2005. As one
example of the marketing implications of this participation and the audiences watching extreme sports, the marketing strategy for one of Hershey’s new products is
presented. Given the buying power of Gen X and Y culture, the sport and entertainment marketers are taking notice of the audiences and participants of extreme
sports.
Raymond, J. (2002). Media channels. The demographics of media consumption.
Going to extremes. American Demographics, 24(6), 28-30.
Top Sporting Goods Retailers
Based on retail sales in the United States in 2001, Sporting Goods Business undertook a survey of the top 100 sporting goods retailers. Sullivan reports on these
companies, providing the name of the retailer, the amount of its 2001 sales, the
number of stores these companies have, and insights into reasons for the company’s
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impressive sales record. As well, detailed reports are provided on specific retailers
in order to explain some of the successful strategies they have used to attract and
retain consumers. Among the top five retailers in 2001, we find Foot Locker, The
Sports Authority, L.L. Bean, Dick’s Sporting Goods, and Famous Footwear.
Sullivan, M. (2002). Retail top 100. Behind the numbers. Sporting Goods Business, 35(6), 23-42.
Nike and Women
Even if Nike is named after the Greek goddess of victory, the company has essentially been about men. In the article, Warner reviews marketing and product strategies recently adopted by Nike to win over the clientele of women. The creation of
Nike Goddess, a store designed for the female market in Newport Beach in California, and the creation of “active lifestyle” products (as opposed to sport-specific
products like basketball shoes, running shoes, or soccer shoes) have allowed Nike
to expand its market. Executives at Nike appear to understand that their traditional
marketing strategies have not been highly successful among its female clientele.
Developing products and marketing aimed at physical activity and active lifestyle
is the approach Nike is adopting to attract women as customers.
Warner, F. (2002). Nike’s women movement. Fast Company, 61, 70-75.
The Business of Formula One
Formula One racing is expanding beyond its European roots. With more television
and trackside spectators, the sport should be basking in its success; however, Formula One is dealing with financial crises. Some examples are the bankruptcy of
Kirch, the German media organization in control of SLEC, the company that owns
the marketing broadcasting rights of Formula One; the demise of the Prost team
and the layoffs of employees in other racing teams; and the threat of a new racing
competition set up by the five major Formula One car manufacturers. The author
outlines the expenses involved in the sport and the need for major corporate financial support to ensure the viability of Formula One.
Barnard, B. (2002). Formula One’s formula for success. Big money sport not for
the fainthearted fan or investor. Europe, 418, 16-19.
Career as Sport Information Officer
Building on previous literature, this article presents current demographics of the
profession of intercollegiate sports information directors and advice for potential
employers seeking to enter the profession. The profile of this profession was obtained from the responses to an online survey of 83 sports information directors in
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schools participating in Division I-AA and Division I-A football. The results indicated that males are more predominately represented in sports information director positions and members of a professional organization. In addition, the results
reported various challenges evident in the role. Recommendations for potential
employees in the field were also identified and discussed.
Hardin, R., & McClung, S. (2002). Collegiate sports information: A profile of the
profession. Public Relations Quarterly, 47(2), 35-39.
Risk and Liability in Baseball
Risk and liability insurance in Minor League Baseball is the subject of this article.
With a focus on one AA baseball team, the Reading Phillies, Bloss discusses the
strategies developed by the team owners regarding risk management and insurance. Examples of recent incidents in Reading involving foul balls hitting fans and
mascots being injured are discussed. As well, the author outlines the team’s five
major areas of operations when it comes to risk management: parking, concessions, security, first aid, and maintenance and house-keeping. The concerns specific to these five areas are also identified and explained.
Bloss, B. (2002). Managing risk at the ol’ ball game. Rough Notes, 145(6), 32-56.
Citizens’ Role in Public Recreation
In this article, Glover examines the relationship between citizenship orientations
and recreation service production. Using Marshall’s citizenship theory, the author
investigates three citizenship orientations: civil citizenship (i.e., rights for individual liberty), political citizenship (i.e., participation in the democratic process),
and social citizenship (i.e., access to resources to live based on standards of society). With respect to ideal types of production models, Glover focuses on direct
provision (i.e., recreation services are provided by the local government), contract
(i.e., a private organization provides recreation services on behalf of the local government), and co-production (i.e., individuals and community groups work together with the local government to provide recreation services). By selecting three
community centers supporting characteristics of the different production models,
the author was able to show that there is a relationship between citizenship and
service production. Implications for future research are also discussed
Glover, T.D. (2002). Citizenship and the production of public recreation: Is there
an empirical relationship. Journal of Leisure Research, 34(2), 204-231.
Buying a MLB Team: A Profile of Donald Watkins
This article provides a profile of Donald Watkins, a successful businessman who
is aspiring to become the first African-American owner of a Major League Baseball
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Team. Watkins’ successful endeavor, Alamerica Bank, has led to other business ventures in real estate, oil, and timber. Watkins’ interests in ownership of a
professional sport franchise are outlined as well as his reasons for selecting baseball and Major League Baseball. He also discusses some of the strategies he plans
to implement to provide entertainment to fans. In the article, Watkins offers his
opinions on the current state of the business of professional sport and Major League
Baseball.
Welles, E. (2002). The player. Fortune Small Business, 12(5), 44-48.
Soccer in China
The author discusses how soccer has now become one of the most popular sports
in Chinese society. Initial government involvement in the promotion and the organization of the sport throughout the country followed by the involvement of the
private sector into competitive soccer (i.e., Chinese National Football League) and
developmental soccer (i.e., Chinese Football Association) are outlined. Popularity
for the game is also evident among fans. Finer also argues that China’s increasing
love for the game had led to similar problems found in other nations, that is, problems of hooliganism and clashes between fans and riot police as well as corruption
in the form of referee match-fixing in league soccer.
Finer, J. (2002). The hopes of a nation. Far Eastern Economic Review, 165(22),
48-52.
Sponsorship of Soccer in the US
In this short article, Dawidowska discusses the increasing popularity of soccer in
the United States and she provides general demographical data of the American
fans. She argues that this popularity is attributed to recent media coverage of soccer and the extensive coverage of the US women’s World Cup victory in 1999.
Soccer’s increased prominence in the US has been noticed by the corporate sector.
Several examples are provided to demonstrate how large American-based corporations are now endorsing athletes (e.g., Procter & Gamble, Gatorade, and Mattel’s
sponsorship of Mia Hamm) and supporting soccer initiatives (e.g., General Motors and its support of youth soccer).
Dawidowska, K. (2002). Goooooaaallll? American Demographics, 24(6), 32-33.
Sport Management Curricula
Issues of globalization and internationalization are becoming more prominent in
the field of sport management. Faculty members of academic programs in colleges and universities have generally responded by increasing the international
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content of their courses. The authors provide the readers with different approaches
to follow in order to internationalize the sport management curriculum. As well,
issues and challenges to internationalizing the curriculum are presented. From the
results of a survey of 95 sport management educators, the authors found that most
respondents felt ill-prepared to internationalize the content of the courses they
taught. However, these respondents felt strongly about the need to internationalize
the content of the sport management courses and thus, they made efforts to internationalize the curriculum.
Li, M., Ammon, R., & Kanters, M. (2002). Internationalization of sport management curricula in the United States: A national faculty survey. International Sports
Journal, 6(2), 178-191.
Tobacco Involvement in Auto Racing
Third party advertising and co-branding have allowed tobacco manufacturers to
circumvent advertising restrictions and gain visibility in advertising medium. This
article provides several examples where tobacco products have shared visibility in
ads focusing on other products. For examples, alliances between TAG Heuer
watches and Philip Morris are discussed where the promotion of TAG Heuer watches
include the feature of Formula One’s “West” [cigarette brand name] racing car. A
similar example for Honda is also provided featuring pictures of Formula One
racing cars (where cigarette brand names are evident, i.e., Lucky Strike and Benson
and Hedges). Impressions and insights from advertising executives about third
party advertising are presented and discussed. Several photographs included in
this article depict how tobacco manufacturers are successfully circumventing advertising restrictions to showcase their brands via the promotion of other products.
Dewhirst, T., & Hunter, A. (2002). Tobacco sponsorship of Formula One and CART
auto racing: Tobacco brand exposure and enhanced symbolic imagery through cosponsors’ third party advertising. Tobacco Control, 11(2), 146-150.
Compiled by Lisa A. Kihl, and Lucie Thibault
Edited by Lucie Thibault