Sports & Entertainment Marketing
Year One Curriculum, Second Edition
Unit 1 Student Notes Guide:
History & Evolution of Sports & Entertainment Marketing
O V E R V I E W
Unit one provides students with an understanding of the evolution of sports and entertainment as it relates to business. Identifying industry “pioneers” and important milestones will assist students in the comprehension of how the sports and entertainment industry has become the multi-billion dollar industry it is today.
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O B
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J E C T I I V E S
Define the acronym SEM
Identify factors that contributed to the growth of the sports and entertainment industry
Discuss the impact specific individuals had on the evolution of the industry
Recognize specific milestones relevant to industry growth
Define media
Understand the importance of media (broadcast) rights
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L E S S O N S
Lesson 1.1
Genesis of Sports & Entertainment Marketing
Lesson 1.2 Factors Contributing to Industry Growth
Lesson 1.3
Media Impact on Industry Growth
Lesson 1.4
Industry Pioneers
Lesson 1.5
Important Milestones in SEM History
Lesson 1.6
Where Are We Now?
K E Y T E R M S
Fandom
SEM
Media Media (Broadcast) Rights
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Lesson 1.1
Genesis of Sports and Entertainment Marketing
A. The origins of sports and entertainment marketing
1. Define SEM a. SEM
2. Sports and entertainment marketing is a relatively new player in a field of multi-billion dollar industries. What specific events have influenced its enormous growth? a. Forms of sports marketing started as early as
3. How large is the sports industry? a. Comparatively:
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4. Sports industry revenue breakdown (in 2007) a. $173 billion in additional revenues associated with b. c. d. e. f. g. h. i.
$50 billion in sales of U.S. ______________________
$40 billion in sales of U.S. ______________________
$25 billion in sales of U.S. ______________________
$20 billion in revenue in ______________________
$19 billion in revenue in ______________________
$16.4 billion in revenues for the ______________________
$15 billion in revenues in ______________________
$3 billion in revenues for ______________________
5. Entertainment industry projected consumer spending by 2011 a. ______________________ - $2 trillion b. ______________________ - $332 billion c. ______________________ - $251 billion d. ______________________ - $228 billion e. ______________________ - $103 billion f. ______________________ - $89 billion g. ______________________ - $49 billion
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Lesson 1.2
Factors Contributing to Industry Growth
A. Factors that led to industry growth
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B. Are there signs of continued growth? Give an example of why or why not.
1. a. b. c. d.
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Lesson 1.3
Media Impact on Industry Growth
A. Define media
1. Media
2. Example of how media has impacted growth a.
3. Media rights (or broadcast rights) are i. ii.
Many media rights deals provide ______________________ coverage rights
Media rights deals are not reserved for ___________________ broadcasting companies iii. Why are media rights important to sports leagues? c. d.
Why are media rights important to broadcast companies?
Media rights examples e. Ratings i. ii. iii. Example
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2.
B. The progression of media and its impact on the business of sports has been significantly influenced by several events. Give five examples.
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C. In the early days of team sports, concessions and tickets provided the only real source of revenue
for team owners. What outlets are available to sports teams today for driving revenue?
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D. Give two examples of how sports and entertainment business coverage has become widespread
and easily accessible
1.
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Lesson 1.4
Industry Pioneers
A. Discuss the legacy of sports industry pioneers and their impact on the industry’s evolution. In the space below, identify at least one accomplishment associated with each respective individual.
1. Pierre de Coubertin
2. Bill Veeck
3. Mark McCormack
4. Mildred “Babe” Didrikson Zaharias
5. Roone Arledge
6. Jackie Robinson
7. Mohammed Ali
8. William (Bill) H.G. France Sr.
9. Pete Rozelle
10. Michael Jordan
11. David Stern
12. Jon Spoelstra
13. Phil Knight
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B. Discuss the legacy of entertainment industry pioneers and the ir impact on the industry’s evolution
1. P.T. Barnum a. i. ii. iii.
2. Walt Disney a. i. ii. iii. iv. v.
3. Adolph Zukor a. i. ii. iii. iv.
4. Charlie Chaplin a. i. ii. iii.
5. Louis Armstrong a. i. ii.
6. Lucille Ball a. i. ii.
7. Jerry Siegel and Joe Schuster a. i. ii. iii.
8. Rodgers & Hammerstein (Richard Rodgers & Oscar Hammerstein) a. i. ii.
9. The Beatles a. i. ii.
10. Elvis Presley a. i. ii. iii. iv.
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11. William Hanna and Joseph Barbera a. i. ii. iii.
12. Theodor Seuss Geisel (“Dr. Seuss”) a. i. ii.
13. Hiroshi Yamauchi a. i. ii. iii.
14. Steve Allen, Ed Sullivan, Johnny Carson a. Steve Allen b. Ed Sullivan c. Johnny Carson
15. Mort Sahl a. i. ii. iii. iv.
16. Jim Henson a. i. ii. iii.
17. Steven Spielberg a. i. ii.
18. Steve Jobs a. i. ii. iii. iv.
19. Vince McMahon a. i. ii. iii. iv.
20. Michael Jackson a. i. ii.
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iii. iv.
21. JK Rowling a. i. ii. iii.
22. Ted Turner a. i. ii.
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2 3. Sean “Puffy” Combs a. i. ii.
24. Shawn Fanning & Sean Parker a. i. ii.
25. Evel Knievel a. i. ii.
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Lesson 1.5
Important Milestones in Sports and Entertainment Marketing History
A. List ten key dates in the history of sports marketing
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B. List ten key dates in the history of entertainment marketing
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B.
Lesson 1.6
Where Are We Now?
A. How big is the sports industry now?
1. According to the Sports Business Journal a. b. c.
2. According to the North American Society for Sport Management a.
3. According to the Detroit News a.
How large has the entertainment industry become?
1. Movies a.
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5. b.
Music a. b.
Books a.
Computer and video game software a. b.
Theatre a. b. i. ii.
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A D D I T I I O N A L N O T E S
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