Sports & Entertainment Marketing
Unit Eleven Outline, 2014-15 School Year
Unit 11:
Sports & Entertainment Communications
OVERVIEW
The topics covered in unit eleven introduce the various components of sports and entertainment
communications including publicity, public relations, community relations and media relations. A key
concept discussed is the integration of publicity with the sponsorship component of the sports and
entertainment business model, as well as aligning publicity plans with promotional and sales efforts.
Unit eleven also examines the various methods organizations employ to effectively communicate
information about their products and services with customers, media and fans.
OBJECTIVES
1) Explain why sports and entertainment communications are important
2) Define publicity
3) Differentiate between publicity, public relations, media relations and community relations
4) Identify the three approaches to media relations
5) Describe the three ways community relations programs are implemented
6) Name the six functions of sports and entertainment communications
7) Explain how publicity impacts other areas of sports and entertainment business
8) Create a press release with all its essential elements
9) Recognize the types of information typically included in press kits
10) Understand some of the social issues that impact the business of sports and entertainment
`
LESSONS
Lesson 11.1
Lesson 11.2
Lesson 11.3
Lesson 11.4
Lesson 11.5
Lesson 11.6
Lesson 11.7
Lesson 11.8
Sports & Entertainment Communications
Publicity
Functions of Sports & Entertainment Communications
Integrating Publicity
The Publicity Plan
Press Releases
Press Kits
Social Issues in Sports and Entertainment
KEY TERMS
Community Relations
Goodwill
Public Relations
Ethics
Media Relations
Publicity
Copyright © 2014-15 by Sports Career Consulting, LLC
Foundation
Press Release
Publicity Stunt
1
Lesson 11.1
Sports & Entertainment Communications
A. Sports and entertainment information
1. Provides specific news as it pertains to sports teams and organizations, events and all
other forms of entertainment
2. Could include event schedules, player statistics, actor profiles etc.
B. Sources of sports and entertainment information
1. Any news or media outlet is a potential source of sports and entertainment information
a. MTV, Sports Illustrated, Jim Rome radio show, movies.com, USA Today
2. Almost any type of information an individual could want is accessible through the media
a. Radio, TV, Print, Online
C. Role of sports and entertainment communications in SEM
1. The role of a communications staff employed by a sports or entertainment organization
is to effectively disseminate information for the benefit of the business
2. Communications staff plays an integral role in the shaping and management of the
organization’s image
D. Who is SID?
1. SID is a sports organization’s (most often a college) Sports Information Director
2. SID can present his/her self in many forms, including PR Director, Communications
Director, Media Director or a host of other official titles 1
3. SID is responsible for all communications relating to the organization
E. Publicity plays an even more crucial role to a sports and entertainment organization’s
success in the age of the Internet 2
1. The world of public relations has changed drastically, especially for entertainers whose
careers are based on gaining and keeping public opinion
2. How else has technology and the Internet shifted trends in the entertainment business
climate? 2
a. Musicians can now start a career entirely over the Internet using a web site and a
strategic online marketing plan
i. From weekend warriors to independent bands and Grammy-winning artists,
thousands of musicians have embraced social networking sites like Facebook
and YouTube to upload material, promote tour dates and albums while
interacting with fans in an effort to build and/or grow a fan base
(a) A Nielson Music 360 report suggests that YouTube is the primary method for
discovering new music amongst teenagers today
ii. Internet radio station Pandora boasts more than 250 million users and has played
more than 100,000 unique artists and over 1 million unique songs 3
iii. Through software applications like garageband, users can learn how to play
songs from famous artists like Sting, Fall Out Boy and Colbie Caillat
(a) Mark Foster, lead singer of Foster the People, wrote and recorded (playing all
the instruments himself) the song “Pumped Up Kicks” in just one day using
Apple’s popular Logic Pro software. After the demo went viral on the web, the
song climbed the charts and eventually became a fan anthem at the band’s
typically sold-out concerts.
iv. Justin Bieber was originally “discovered” by a talent executive on YouTube when
he was searching for new talent online. Pop stars Justin Timberlake and Usher
would later engage in a bidding war to sign Bieber (he eventually signed with
Usher). 4
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b. Actors, artists and celebrities engage with fans using social media to promote
albums and films, create buzz and dispel rumors
i. In 2013, popular indie rock band, Arcade Fire, announced a release date for their
new album by simply replying to a fan’s message on Twitter after a fan had
tweeted to the band, saying “you’re my favorite” (the tweet was later re-tweeted
almost 2,500 times) 5
c. Movie studio executives have the ability to place movie trailers online for people to
download on their home computers or mobile devices
i. Online, consumers can watch or download trailers for upcoming films like the
highly anticipated 2014 release of ‘The Hunger Games: Mockingjay - Part 1’
d. Fans can discuss topics surrounding their favorite entertainers and celebrities on
web sites like www.IMDB.com and read movie reviews with apps like Rotten
Tomatoes
3. The instant accessibility provided by social media applications like Twitter creates new
challenges for sports and entertainment communications professionals
a. Sports and entertainment organizations have less control now over the flow of
information between the organization and its fans
i. Legendary Yankees captain Derek Jeter announced that he would be retiring
after the 2014 baseball season via Facebook 6
(a) Click here to read the transcript of the official announcement posted on
Jeter’s Facebook page
ii. In 2014, St. Louis Cardinals pitcher Joe Kelly found out that he had been traded
to the Boston Red Sox by following Twitter
iii. In 2013, rather than having the studio issue a press release, actor Sylvester
Stallone took to Twitter to announce that Bruce Willis was no longer a part of the
upcoming film, ‘The Expendables 3’, and that Harrison Ford would replace him
iv. The advent of social media has forced sports properties to evolve and embrace a
new generation of fan communications
(a) Major League Baseball debuted the “140 Club” in 2012, a curated Twitter
service that compiles a list of MLB-related tweets in one spot for fans to see
what the world is saying about baseball and what baseball is saying about the
world
(b) In 2013, rather than issuing a formal press release, Houston Rockets general
manager Daryl Morey shared a "thank you" message on Twitter with two
players who had just been released (Carolos Delfino and Aaron Brooks) as
the team was working to clear cap space so they could sign star free agent,
Dwight Howard
(c) Several major universities like North Carolina, Nebraska and Oklahoma pay
$7,000 to $10,000 a year to a company called Varsity Monitor, who then
keeps a watchful eye on the social media activity of the school’s athletes
* TEACHER’S NOTE *
Now would be a good time to poll the class to see whether they think universities should be
allowed to contract with a company like Varsity Monitor to keep an eye on social activity of
collegiate athletes. Ask students to consider the implications from the school’s perspective if
one of their athletes engages in controversial activity online.
b. Meanwhile, athletes and celebrities now enjoy a unique platform to communicate
directly with fans, providing a medium for delivering unfiltered opinions and dialogue
i. Christina Aguilera announced the name of her newborn baby daughter through
Twitter in 2014
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ii. LeBron James polled fans on Instagram after announcing the decision to return
to Cleveland whether he should wear the number 6 (the same number he wore in
Miami) or if he should return to the same number 23 which he originally wore in
Cleveland
(a) No sooner did LeBron change back to 23 did the NBA store sell out of all
James’ replica Cavs home, away & alternate jerseys, ranging from $65 to
$300
iii. Relief pitcher John Axford had some fun with Twitter after changing jerseys in
2014 to thank Cleveland Indians fans for the support while embracing his new
fan base (Pittsburgh Pirates) by dressing up as a pirate and posting a picture
with the hashtag #AhoyPittsburgh
c. Social media can also create headaches for both the organization and/or the
athlete/celebrity when the individual posts a controversial message
i. Several Olympic athletes were sent home from the 2012 Games by the
International Olympic Committee after posting racially insensitive tweets 7
ii. Some organizations have taken a stance against social media use by its athletes,
like the Florida State’s football coach Jimbo Fisher, who chose to implement a
new team policy in 2012 prohibiting players from using Twitter
iii. Some organizations have taken a stance against social media use by its athletes,
like Iowa’s basketball coach Fran McCaffery, who chose to implement a new
team policy in 2014 prohibiting players from using Twitter after one of the team’s
players exchanged barbs with fans
iv. In 2013, the UFC announced they had indefinitely suspended and fined Nate
Diaz for a derogatory comment the lightweight fighter made on Twitter
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Lesson 11.2
Publicity
A. Publicity
1. Publicity is public information about a company/team, good, or service appearing in the
mass media as a news item at no cost to the organization 8
a. When Roger Ebert reviews a movie on his television show, that particular motion
picture is gaining publicity
b. When musicians perform at award shows or other major events, they are generating
publicity
i. Following Bruno Mars' Super Bowl halftime performance in 2014, the singer’s
music immediately shot up the Billboard's charts with sales of his second album,
"Unorthodox Jukebox," shooting up 180% and his first album, "Doo-Wops &
enjoying an incredible increase of 303% (according to billboard.com) 9
2. In the world of sports and entertainment communication, publicity is generated and
defined by three primary components
a. Public relations
b. Media relations
c. Community relations
3. Publicity is essentially a by-product of those three components
4. Organizations use publicity as a vehicle to increase sales
5. Disadvantages of publicity
a. Publicity cannot be controlled by the organization
i. For example, Roger Ebert may give a particular film a negative review,
discouraging consumers from purchasing tickets and going to the theater
b. Perceived as more credible than advertising
B. Public relations
1. Public relations are activities that promote the image and communications an
organization has with its employees, customers and public 9
2. Often times referred to as “fan” relations in the sports industry
C. Media relations
1. Media relations refers to the relationship between an organization and the media 10
2. The goal of media relations is to develop and maintain a positive relationship with mass
media outlets
3. Media’s impact on sports and entertainment publicity efforts
a. “Magnifying glass effect” of media coverage 11
i. This effect refers to the constant media coverage of newsworthy events taking
place, as well as the reactions and interpretations of those events by other
sources
ii. Click here to read a 2013 story published on awfulannouncing.com’s website
suggesting the “TMZization of sports is now complete”, criticizing news outlets
like ESPN for focusing on gossip or celebrity driven stories rather than covering
real sports news
b. Featuring sports and entertainment news related items has proven to be profitable
for media organizations
i. Increases circulation
ii. Boosts ratings
iii. Amplifies number of readers/listeners
c. A media blitz is a term used to reference an intense communications campaign
which utilizes various aspects of media to reach as many consumers as possible
i. Every year, the NBA engages in a daylong media blitz to kick off coverage of the
NBA All-Star Game and the celebrity-driven events that surround the game
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ii. In 2012, the Canadian Football League launched the largest media blitz in league
history by spending more than $10 million to promote the 100th anniversary of the
CFL’s championship game (the Grey Cup). The effort included a national tour
that brought the championship trophy to 100 communities throughout the
country, government issuance of Grey Cup coins, and the Canadian postal
system issuing 50 million CFL branded stamps. 12
4. What effect on an organization can media relations have? How can publicity and the
media impact a sports or entertainment brand?
a. A perception exists that the media has a tendency to seek out and report stories with
negative connotations implicating sports and entertainment organizations, celebrities
and athletes
b. Many factors influence this journalistic tendency
i. Inflated contracts of athletes and entertainers (some which have a tendency to
flaunt their riches)
(a) Detroit Tigers star Miguel Cabrera made almost double the yearly median
household income in Detroit with every single at-bat during the 2014 season
* DISCUSSION IDEA *
Try to extrapolate the previous example regarding Miguel Cabrera with students. See if they
know what a yearly median income is, then see if it resonates how much the Tigers’ star really
earns when you put it into that perspective.
(b) Boxer Floyd “Money” Mayweather, who earned $105 million last year and
topped Forbes’ annual list of the World’s wealthiest athletes for the second
year in a row, told USA Today in a story that his hobby is “collecting money”
and lives in a 22,000-foot home with multiple garages for his collection of
sports cars 13
(c) Former NFL star turned analyst Deion Sanders tweeted his jubilation in 2013
after recovering his $15,000 dog that had been kidnapped 14
(d) Oprah Winfrey, worth an estimate $2.9 billion and earning $300 million per
year according to celebritynetworth.com, caused a stir when she accused a
shop owner in Switzerland of refusing to show her a $38,000 hand bag that
she was interested in purchasing
ii. Drugs and alcohol
(a) In 2014, pro golfer Dustin Johnson announced that he was taking a leave of
absence from the PGA Tour while golf.com reported that the leave was
allegedly due, at least in part, to substance abuse 15
(b) In 2014, acclaimed actor Philip Seymour Hoffman died from a drug overdose
after struggling with addictions to cocaine, heroin and other prescription drugs
(c) Two of the Pittsburgh Steelers’ primary offensive players (running backs
Le’Veon Bell and LeGarrette Blount) were charged with marijuana
possession (and Bell with Driving Under the Influence) the night before a
2014 NFL pre-season game
iii. Gambling
(a) In 2012, a California man plead guilty to federal charges that he was part of a
betting ring involving the University of San Diego's basketball team who
allegedly paid a former player to throw games as part of the scheme 16
(b) Officials say the illegal betting market generates hundreds of billions of
dollars every year, and the International Olympic Committee goes to great
lengths to prevent events from being “fixed.” Sports betting is perfectly legal
in the United Kingdom, and is considered a legitimate part of the national
economy but, in 2012, the country’s gambling establishments partnered with
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government officials leading up to the London Games to report and prevent
any event fixing. The BBC reported that Olympic organizers also set up an
intelligence team to monitor suspicious betting patterns and tip the
government with any information on individuals that may have attempted to
fix Olympic events. 17
iv. Violence
(a) In 2012, boxer Floyd Mayweather spent two months in prison resulting from
his guilty plea to domestic violence charges
(b) In 2013, USA Today reported that, according to NFL players, roughly threequarters of NFL players owned guns, compared with 40% to 45% of
households in the general population, according to the National Rifle
Association (no actual statistical data exists on gun ownership among NFL
players exists, and league spokesman Greg Aiello told USA Today that the
estimates were "a wild guess." 18
(c) In June of 2014, The NBA suspended Dallas Mavericks guard Raymond
Felton on Thursday for the first four games of the season after his guilty plea
in a New York gun case
(d) In 2104, NFL star Ray Rice was suspended by the league for two games
because of a domestic assault charge involving his wife (a penalty many felt
was insufficient)
(i) Click here to see a video clip with media reaction to the suspension
v. Performance Enhancing Drugs (Steroids)
(a) The use of steroids and performance enhancing sports has been well
chronicled in recent years with prominent Major League Baseball, track and
field and cycling athletes having their legacies tainted by alleged drug use.
The issue has also crossed over to the entertainment industry when rappers
50 Cent, Mary J. Blige, Wyclef and Timbaland were mentioned in connection
with a New York steroid report. 19
(i) Click here to read a 2013 report from the Hollywood Reporter on the
usage of Human Growth Hormone (HGH) among elite actors
(b) In 2013, after years of vehemently denying doping allegations, cycling
sensation Lance Armstrong came clean and admitted to using performance
enhancing drugs throughout his cycling career during an interview with Oprah
Winfrey
(c) In 2013, former Major League Baseball MVP Ryan Braun was suspended 65
games for using Performance Enhancing Drugs (PEDs) while Yankee slugger
Alex Rodriguez was suspended for 162 games, including the entire 2014
season, because of prior offenses
(d) A 2009 Marist College Center for Sports Communication poll suggested that
70% of baseball fans thought players who used steroids should not be
admitted to the Hall of Fame, 24% believed they should be given this honor,
and 6%, at the time, were unsure 21
(i) Fast forward to 2013, when Marist conducted a poll asking the same
questions just prior to MLB’s suspensions of those involved in the
Biogenesis case, and 78% now think players who have used steroids or
other performance-enhancing drugs should not be eligible for the Hall of
Fame, 18% think they should, and just 4% are unsure. 21
(e) In a poll conducted by NPR in 2013 just after news of the Biogenesis scandal,
43% of respondents said they’d be “less likely to buy a ticket to a game
(when asked “Do the allegations about baseball players' use of performanceenhancing drugs make you?”) 22
1. Click here for the complete results and of the 2013 Marist Poll
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(f) David Howman, the chief executive of the World Anti-Doping Agency, said in
an interview that he believes one out of every ten athletes Olympic athletes
are using performance enhancing drugs 23
vi. Escalating costs for attending events
(a) A whopping 63 percent of respondents to an Associated Press poll suggested
that the high price of attending MLB games was “by far the biggest problem in
Major League Baseball” 24
(b) Nearly half (49%) of fans polled in Sacramento about Kings’ ticket prices for
the new downtown arena suggested that, “Yes, the team plans to cater
mostly to high-income customers”
(c) The latest Team Marketing Report Fan Cost Index report suggest that, on
average, the cost of a family of four attending a Boston Red Sox game is
$358.78, a nearly 8% increase over last year (figure includes 2 adult tickets, 2
child tickets, 4 small soft drinks, 2 beers, 4 hot dogs, 2 programs, parking, 2
adult-size caps) 25
(i) Comparatively, according to Minor League Baseball, the average cost for
a family of four to enjoy a MiLB game in 2014 season was $63.55 (price
included parking, two adult tickets, two child tickets, four hot dogs, two
sodas, two beers and a program or scorecard), helping to position itself
as “one of the best budget-friendly options in sports” 26
(d) According to the Sports Business Journal, average ticket prices for
entertainment include: Broadway show ($88), Disney (adult $85), NFL ($77),
NHL ($57), NBA ($48), MLB ($27) 27
* TEACHER’S NOTE *
To see a complete listing of Team Marketing Report’s Fan Cost Index for Major League
Baseball in 2014, access the student handouts provided on your CD-ROM. The files are
can be found in the lesson 11.2 folder on the CD labeled “Lesson 11.2 - Student Handout MLB FCI.” The latest fan cost index reports for the NHL, NBA and NFL are also available in
the folder.
vii. Recruiting violations and other unethical behavior in collegiate sports
(a) After a two year investigation, the University of Oregon football program was
penalized by the NCAA for rules infractions tied to illegal recruiting practices
and also placed an 18 month ban on former head coach Chip Kelly (now with
the NFL’s Philadelphia Eagles) from coaching at a NCAA affiliated program
(b) According to a 2014 report on dallasnews.com, SMU men’s golf coach Josh
Gregory’s resigned after NCAA rules violations were uncovered, including
sending impermissible text messages to recruits and giving school apparel
such as caps to prospects
c. Each respective league or governing body/organization has their own guidelines for
discipline, however, intense media scrutiny often makes such punishments seem
insufficient to the general public, creating further fan disenchantment
i. While many felt the sanctions against the University of Oregon were not harsh
enough (an ESPN columnist referred to the punishment as a mere “slap on the
wrist”), one year after the Penn State sanctions were announced, many
wondered if the NCAA penalties levied against Penn State were too harsh (an
ESPN poll suggested that 63% of fans felt the NCAA should modify or reduce its
penalties against the school) 28
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d. Athletes and entertainers have a unique platform to involve themselves in a positive
manner within the community. It is the responsibility of an athlete or celebrity (or
sports/entertainment property) to direct media attention toward these efforts.
e. Many teams, organizations, leagues, athletes and entertainers do an excellent job of
using the media to communicate positive contributions
i. Those organizations who successfully communicate positive messages have an
effective community relations strategy
5. Three approaches to media relations 29
a. Reactive
i. Responds to informational and other inquiries from media sources and external
entities
ii. Player interviews, appearances, biographies, profiles etc.
b. Proactive
i. The point of initiation is the organization rather than an external entity or media
source
ii. Organizations take the initiative in providing information and creating publicity
iii. Distribution of press kits, press releases
c. Interactive
i. Refers to an organization’s effort to create and maintain a strong relationship with
the media
D. Community Relations
1. Community relations focus on an individual or organization’s commitment to bettering
their respective community 30
2. The goal of a community relations effort is to assist in achieving an organization’s public
relations objectives related to enhancing public understanding, gaining public approval
and acceptance, ultimately leading to public support 31
3. Community relations are typically implemented one of four ways
a. Player or celebrity initiated
i. The Michael J. Fox Foundation auctioned off a limited-edition collection of Nike
shoes inspired by the actor's Back to the Future character last year. The highprofile auction raised $9.4 million for the foundation, the largest private funder of
Parkinson's disease research in the world. 32
ii. Thousands of athletes and celebrities, from Justin Timberlake and Cristiano
Ronaldo (in his underwear), participated in one of the most successful viral
fundraising campaigns we have ever seen in this summer’s Ice Bucket
Challenge, a cause tied to generating awareness and raising funds for
amyotrophic lateral sclerosis (ALS), commonly known as Lou Gehrig’s disease
(a) As a result, (as August 2014), the ALS Association has received $22.9 million
in donations compared to $1.9 million during the same time period last year,
including 453,210 new donors to The Association
b. Team or organization initiated
i. After tornadoes devastated the Dallas/Ft. Worth area in 2012, the Texas Tech
football team visited Lancaster, one of the hardest hit suburbs, to help with
disaster relief efforts 32
ii. The Miami Dolphins Foundation (whose mission is devoted to providing and
supporting signature education, health, youth athletic programs and volunteer
activities that inspire and engage communities throughout Florida) raised over
$600,000 through its annual “FinsWeekend”, an event that features former and
current players, cheerleaders and staff participating in activities like fishing and
golfing 34
iii. In 2013, the San Antonio Silver Stars of the WNBA played their annual breast
cancer awareness game on a pink court painted by breast cancer survivors in an
effort to raise awareness and funding for the initiative
c. League or governing body initiated
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i.
The NFL is engaged in an effort to fight childhood obesity with the NFL Play 60
program
(a) From the NFL website: “As a brand and leader that believes in the power of
sport, the promise of young fans and whose players embody health and
fitness; the NFL and its Clubs are committed to reversing the effects of the
childhood obesity epidemic. NFL PLAY 60 is a national youth health and
fitness campaign focused on increasing the wellness of young fans by
encouraging them to be active for at least 60 minutes a day.” 35
(b) Click here to read how social media has helped raise awareness of the NBA
Cares Campaign, the league’s official global community outreach initiative
that addresses important social issues such as education, youth and family
development, and health and wellness.
4. Foundations
a. A foundation is an association established by an organization, athlete or celebrity to
maintain, assist, or finance other institutions or programs that are of an educational,
charitable, or social nature 36
b. Many athletes and celebrities have used their “celebrity status” to make a positive
impact on issues important to them
c. Celebrity foundations can help individual athletes and entertainers shed negative
images
d. Many high profile athletes and celebrities have formed foundations or take an active
role in supporting or leading foundation-related activities
i. Derek Jeter formed his foundation during his rookie season with the New York
Yankees. The foundation’s mission states aims to 1) create signature programs
which will acknowledge and reward youths who avoid drugs and alcohol and
those who choose healthy lifestyles 2) fund organizations which help prevent and
treat teenage substance abuse and 3) leverage the integrity and popularity of
Derek Jeter by hosting special events for today’s youth which serve as a platform
for his message 37
ii. After tornadoes decimated the area surrounding Moore, Oklahoma, OK City
Thunder star, Kevin Durant, donated $1 million for tornado relief through his
foundation 38
iii. Author J.K. Rowling was recently named president of One Parent Families, a
U.K. nonprofit that supports, educates and advocates for single parents. Rowling,
once a single parent herself, has been one of the organization's major supporters
and ambassadors since 2000. 40
e. A study from the Rutgers School of Business found that donors gave 1.4 percent
more to charities associated with celebrities—to the tune of $100,000 annually
i. Here are the 25 most charitable celebrities last year, according to the Daily Beast
* INTERNET ACTIVITY IDEA *
Have students consider their favorite athlete or entertainer, then research the Internet to find out
if they have a foundation or if they are affiliated with a cause. If not, have them keep
researching until they find one. Ask them to bring a short essay to class and share as much
information as they can about their research. Then ask them if the research has inspired them
to become involved at any level with the cause.
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Lesson 11.3
Functions of Sports and Entertainment Communications
A. There are six primary functions of sports and entertainment communications 41
1. Inform and communicate
a. Communicate information with consumers
b. Gather, present, and distribute information about the organization or product
c. Involves publishing programs, brochures, updating web sites etc.
2. Shape and enhance organization image
a. Work with “cause” programs
b. Important to all facets of sports and entertainment marketing, including corporations,
teams, leagues, and individuals
c. This function closely resembles marketing function
d. Generate goodwill
i. Goodwill is a general willingness to work with a person or organization based on
a positive reputation or relationship 42
ii. Companies can generate goodwill in a number of ways, often times through an
affiliation with a particular sport, team, league or event
3. Recruiting tool
a. Extremely important to colleges and Universities for recruiting student athletes
b. Professional teams also must “recruit” potential draft choices and free agents
i. In today’s era, the recruiting effort can sometimes go beyond the front office
(a) In 2014, the NBA fined the Toronto Raptors $25,000 because rapper Drake
was making a public push to recruit Kevin Durant to Toronto when he
becomes a free agent in 2016 43
(b) Also in 2014, Lupe Fiasco took to Twitter to lobby US national team star
Jermaine Jones to join the rapper's hometown Chicago Fire
c. Communities recruit franchises and events
i. In 2009, bids for MLS expansion franchises became competitive as community
leaders in major U.S. and Canada markets (Miami, Atlanta, Montreal, Ottawa,
Portland, Ore., St. Louis and Vancouver) were all hoping to land the rights to a
MLS team in each of their respective markets (Portland and Vancouver won the
bids and began play in 2011)44
ii. The MLS has announced tentative plans to expand to 24 teams by 2020 and
cities including Sacramento, Minneapolis, Las Vegas and Miami are interested in
bringing a franchise to the area
(a) Click here to read a story about two prospective ownership groups exploring
opportunities to bring Major League Soccer to Minneapolis
(b) Click here to read about David Beckham’s interest in MLS expansion to
Miami while enlisting celebrity connections to help build publicity for a
potential franchise
iii. In an effort to continue building momentum for a 2018 or 2022 World Cup bid, the
U.S. Bid Committee (led by former President and honorary chair of the
committee Bill Clinton) launched a website that featured an online petition
encouraging fans to pledge their support to the effort
(a) Ultimately, Qatar won the rights, pledging to invest more than $200 billion
over the next decade in preparation for the 2022 World Cup (or roughly 286
times more money per capita on the World Cup than Russia will spend on the
most expensive Olympics ever, the Sochi Winter games)
(i) Click here to read why Qatar is investing in the World Cup
4. Introduce new products or innovations
a. Build new product awareness and interest
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b. Position new product
5. Generate and collect feedback
a. Determine acceptance and effectiveness of organizational policies
b. Gather specific consumer data
i. Attitudes
ii. Preferences
iii. Behaviors
6. Crisis management 45
a. A coordinated effort to handle the effects of unfavorable publicity or of an
unfavorable event
b. Proactive crisis management strategies
i. Forecasting potential crises
ii. Planning how to handle potential crises such as how an organization will react if
a player is associated with a situation that is certain to garner negative media
attention
c. Crisis management often includes a strong focus on public relations to recover any
damage to public image and assure consumers that recovery is underway
d. According to Joe Favorito, sports media expert and author of the book Sports
Publicity, the key to effective crisis management is keeping everyone on track,
following the flow of information, working with public authorities and media who may
not be familiar with your situation or practices, and having the organization speak
with one voice when problems arise 46
e. Crisis management examples
i. Texas A&M has raised thousands of dollars from auctions of memorabilia signed
by its football players in the past, but in the wake of an investigation into
allegations Heisman winning quarterback Johnny Manziel accepted cash for his
signature, the school quickly changed its autograph policy
ii. After a fiasco involving poor performance by US speedskaters at the 2014
Games in Sochi with many pundits blaming Under Armour technology as the
reason, AdAge praised the brand in a news story, citing “Under Armour's Olympic
Experience Is Textbook Case For How to Handle Crisis”
(a) Click here for the story from adage.com: “Here's how apparel and shoe
company skated past controversy”
iii. In the wake of Dan Wheldon’s tragic death at a Las Vegas Motor Speedway
event in 2012, many criticized the lack of communication from IndyCar officials
who failed to release any formal statements or hold a news conference to answer
questions surrounding track conditions, which many felt were unsafe from the
get-go
(a) “This wasn’t even our event,” said Jeff Motley, a communications director for
Las Vegas Motor Speedway, which leased its track to IndyCar for the fatal
race. “But they’ve left us to be the only ones to answer for this. There is such
a thing as Crisis Management 101. And they flunked it." 47
iv. The NBA’s new commissioner Adam Silver and the rest of league was credited
for the successful management of crises when the racist statements made by
former Los Angeles Clippers owner, Donald Sterling, threatened the very integrity
of the league (players considered skipping a playoff game, fans threatened to
boycott games and sponsors pulled out left and right)
(a) Click here to read “NBA's quick action helps rescue Clippers' brand” from
denverpost.com.
Copyright © 2014-15 by Sports Career Consulting, LLC
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Lesson 11.4
Integrating Publicity
A. Importance of integration
1. Many corporations (including those outside of the sports and entertainment industry) are
beginning to view public relations as one all-encompassing arena that includes:
a. Promotion
b. Sponsorship and endorsement
c. Marketing
d. Sales
2. Sports and entertainment organizations follow the same trend and integrate ticket sales
to that mix
3. Effectively integrating publicity within an organization’s marketing strategy positions the
rest of the organization for success
B. Publicity affects many other critical components of the sports and entertainment business
model
1. Overall revenue
a. The sports information director’s “assignment is to sell fans the illusion that the
outcome of a game is so important that they are willing to support their faith with
dollars” 48
2. Sales
a. The presence of negative publicity historically results in slumping sales while positive
publicity can result in a significant uptick in sales
b. Statistically, consumers have shown a decline in willingness to support organizations
who demonstrate an inability to effectively control or manage their image
c. A combination of poor on-field performance and consistent negative publicity off the
field resulted in an almost 8,000 fans per game drop in attendance for the 2011 Los
Angeles Dodgers for the season 49
i. Under new ownership and a resurgence on the field, the Dodgers attendance
rebounded in 2012, increasing by nearly 5,000 fans per game by the all-star
break and by 2013, the team was leading the league in attendance
d. If the New York Times offers a poor review of a newly released film, movie-goers are
less likely to flock to the theatre to see it
i. The highly anticipated 2013 summer Johnny Depp film, “The Lone Ranger", had
a disappointing debut at the box office, a result Depp and producer Jerry
Bruckheimer blamed on critics, with Bruckheimer saying "It's one of those movies
that whatever critics missed in it this time, they'll review it in a few years and see
that they made a mistake." 50
e. Taylor Swift, who lost out to Daft Punk for Album of the Year, actually got a bigger
boost for her album Red, which increased in sales by 105 percent week-over-week.
And Kendrick Lamar, who had a rousing performance with Imagine Dragons but lost
in several categories, saw sales of his debut LP good kid, m.A.A.d. city jump 63
percent week-over-week and streams of his Spotify catalogue jump 99 percent the
day after the show. 51
3. Sponsorship and Endorsement
a. Corporations do not want an affiliation with an individual or organization with image
problems
i. In 2013, rappers Lil’ Wayne and Rick Ross were both dropped by sponsors
(Pepsi dropped Lil’ Wayne and Reebok dropped Rick Ross) after lyrics in their
song were deemed offensive
ii. In 2013, celebrity chef Paula Deen was dropped by Smithfield, her primary
sponsor (and a significant factor in the growth of her brand), and her contract
Copyright © 2014-15 by Sports Career Consulting, LLC
13
with the Food Network was not renewed after admitting to having used a racial
slur at one of her restaurants
iii. Existing sponsors become unhappy customers and difficult to effectively service
when they are disenfranchised with the organization they are sponsoring
(a) Click here to read how the Los Angeles Clippers racism scandal impacted
their relationship with sponsors
(b) Just one year after a hype-filled re-branding of Sporting KC’s MLS stadium,
the name “Livestrong” was removed as a naming rights sponsor as part of
Lance Armstrong’s fall from grace
4. Promotions
a. Some promotions can be offensive to some consumers
b. Promotions may become too “gimmicky” and turn fans off to the product or backfire
in a way that creates negative publicity
i. In an effort to capture the spirit of the last World Cup, the Miami Marlins hosted a
World Cup promotion in which they passed out vuvuzelas (loud horns which
create an incessant buzzing sound) to the first 15,000 fans through the gates
(a) Dan Uggla, Marlins’ second baseman, called the promotion “The worst
handout or giveaway I’ve ever been a part of in baseball.” 52
ii. In 2012, actor Woody Harrelson participated in one of Reddit's "Ask Me
Anything" (AMA) threads, but the actor's answers infuriated the website's users
as he attempted to promote his film, "Rampart." After Harrelson grew frustrated
with fan questions and left the discussion, users called it "the worst AMA of all
time" and an "epic fail by Woody Harrelson's PR machine." 53
c. Publicity can help generate revenue in other ways through the implementation of
creative promotions
i. The University of Notre Dame offers membership opportunities for kids 14 and
younger to join “Clancy’s Kids Club” for an annual fee of $15. Members receive,
among other things, free admission to more than 100 Notre Dame athletic events
each year, a newsletter, t-shirts, coupons and invitations to special kid’s club
events.54
ii. Kid’s clubs are an effective tool by generating additional revenue as well as
enhancing the team’s image
iii. Kid’s clubs also enable the organization to begin building brand loyalty at a grass
roots level
5. Game operations
a. Game entertainment can become a source of negative publicity for a sports franchise
i. Music can be too loud at games
ii. Particular entertainment acts may be offensive to some fans
b. Game entertainment can also be a valuable source of positive word-of-mouth
advertising
i. A child may choose to wear the face paint to school the next day to show off to
friends, sparking interest within the schools. Game entertainment examples like
face painting are prevalent among minor league baseball franchises and
collegiate athletic events.
6. Merchandise
a. Sales of team, player, or celebrity related merchandise tends to slump in the wake of
negative publicity
i. Sales of Kobe Bryant jerseys, perennially a top seller world-wide, dropped out of
the top 50 in the wake of his off-court troubles55
b. Positive publicity or associations can help increase merchandise sales
i. In the years following Kobe’s off-court trouble, he was able to help re-shape an
image while leading Team USA to a gold medal in the 2008 Olympics and the
L.A. Lakers to the 2009 and 2010 NBA Championships
Copyright © 2014-15 by Sports Career Consulting, LLC
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(a) By 2010 (according to the NBA’s website), Kobe's Lakers jersey was the top
seller at the NBA Store and nba.com (he was 3rd last season behind LeBron
James and Kevin Durant despite missing most of the season due to injury)
ii. The Golden State Warriors’ decision in 2013 to switch to a sleeved uniform
generated a lot of publicity, ultimately providing a significant jump in merchandise
sales (overall jersey sales were up 23% from the previous season while the new
look sleeved jerseys accounted for more than half of total jersey sales) 58
iii. The hype surrounding the Brooklyn Nets new logo (designed by Jay-Z) led to
merchandise sales records in 2012. On the first two days Brooklyn Nets gear
was available, the franchise sold ten times the volume of gear that the team
would normally sell in an entire year. 59
7. Television Audience/Ratings
a. In 2013, thanks to a winning record and the buzz generated by rookie sensation
Yasiel Puig, “Puig Mania” helped deliver the highest television ratings for the LA
Dodgers in four years 57
b. After unexpectedly surging into the playoff picture, the Kansas City Royals began
setting record television ratings in 2013, up 65% over last year’s audience
C. It is critical that an organization effectively communicate internally as well as communicating
messages externally
1. Employees in every department should be on the same page
2. The workforce should be not only informed, but also involved
3. Employees should be aware and contributing
4. The organization must exercise the mentality that each employee is the face of the
organization
5. The staff must realize that they are representatives of the organization at all times
Copyright © 2014-15 by Sports Career Consulting, LLC
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Lesson 11.5
The Publicity Plan
A. Publicity plan development considerations 58
1. The goal of the plan is to monitor and gauge community response to each organizational
effort
2. Community relations efforts
a. Speaker’s bureau
b. Clinics and player appearances
c. Mascot, cheerleaders, and band appearances
d. Correspondence (fan mail, photo requests etc.)
3. It is critical to recognize how consumers perceive the organization as a whole
a. The organization must have a current understanding of consumer perceptions
b. The organization must also have an accurate understanding of consumer
perceptions
c. The organization must then manage their publicity plan based on that information
B. Key strategies that should be included in any comprehensive publicity plan include:
1. Identification of any specific information the organization intends to communicate
2. A “hook” to make information newsworthy and grab the reader’s immediate attention
C. Other popular sports and entertainment publicity plan strategies
1. Sneak previews to the press prior to your product release
a. Movie makers with “private screenings” for film critics and media
2. Careful selection of a spokesperson
3. Launching an organization scheduled media blitz
4. Distribution of sequential press releases to encourage media publication of new
information
5. Getting creative
a. For example, an organization may establish a fun and interactive idea centered on
an organization’s ticket release or upgrade process
6. Creating a sense of urgency
a. For example, the Dallas Mavericks may communicate that tickets for their home
opener go on sale to the general public at 10:00 a.m. with a limit of only six tickets
per customer
D. Common components of a publicity plan
1. Press (news) releases
2. Press kits
3. Interviews
4. Photographs
5. Speeches and appearances at seminars, conventions etc.
6. Online chats and forums
7. Community involvement
8. Local, regional and national talk shows or similar programming
9. Press conferences
a. Press conferences take place when an organization spokesperson or the
athlete/entertainer addresses the media to answer questions or make
announcements 59
b. Press conferences generally imply that the organization has a newsworthy
announcement featuring information of significant importance
Copyright © 2014-15 by Sports Career Consulting, LLC
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E. Utilizing resources
1. Organizations make an effort to use all the resources they have available to them
a. Email, fax, Internet
b. Telephone follow up calls
c. Guest speaking opportunities for all staff when available
d. Working with coaches, players and management to create a mutually acceptable
expectation level for participation
F. Publicity “stunts”
1. Publicity stunts refer to specific events or activities that are activated with the sole
purpose of achieving a high level of media coverage and public awareness 60
2. Publicity stunts can serve as an effective vehicle in generating public “buzz” surrounding
an organization or athlete/entertainer
a. Restaurant chain Red Robin, upon hearing that San Francisco 49ers quarterback
Colin Kaepernick really liked its food, took out an ad in the San Francisco Chronicle
to offer him free food for the rest of his life if he was able to guide the team to a
Super Bowl victory (they came up short, losing to the Baltimore Ravens) 61
b. Red Bull, no stranger to publicity stunt success, launched a Golf Skee Ball event in
conjunction with the 2012 Masters where popular professional golfers Rickie Fowler,
Lexi Thompson and Kelly Kraft were challenged with hitting golf balls into a giant
man-made skee ball display 62
c. In 2013, Papa John's offered one million pizzas and America Online offered $1
million to any fan who correctly predicted a perfect March Madness bracket
(according to ESPN’s Darren Rovell, there were about 9.2 quintillion possible
combinations) 63
d. Less than 48 hours after being released by the New York Jets in 2013, Tim Tebow
received a contract offer from the Omaha Beef of the Champions Professional Indoor
Football League, an offer that generated plenty of publicity 64
e. Despite not actually airing a commercial during the Super Bowl in 2014, Esurance
had an extraordinarily successful night, thanks to wildly successful PR stunt in which
the company purchased the first ad slot after the game ($1.5 million less than an ingame slot), and vowed to give away the difference in price to one lucky viewer who
tweeted the hashtag #EsuranceSave30 within 36 hours after the ad aired
i. The stunt generated more than 200,000 entries within the first minute of the
Esurance commercial airing, 1.4 million hashtag uses in the first hour and 4.5
million in the first 24 hours according to esurance.com
ii. In an example of successfully integrating a celebrity endorsement with a PR
stunt, the brand leveraged their celebrity spokesperson, John Krasinski, to
announce the winner on Jimmy Kimmel Live
(a) Click here to watch the video
3. When spontaneous, publicity stunts pose a risk and could yield undesired results
a. In 2012, an online pawn shop dreamed up a controversial publicity stunt that entailed
delivering 900 pounds of Butterfingers to Copley Square in Boston after Patriots wide
receiver Wes Welker dropped a critical pass in the Super Bowl. The company
received so much negative publicity that they were compelled to issue a public
apology. 65
b. From the USA Today: When U.S. luge slider Kate Hansen posted a video online
questioning whether there was a wolf walking down her hallway in the Olympic
Village (where athletes stay) during the 2014 Sochi Winter Games, it was part of a
hoax involving talk show host Jimmy Kimmel. Hansen, who finished competing Feb.
11 and is staying at the Olympic village, tweeted a video Thursday morning with the
hashtag #sochiproblems and #sochifail. The #sochiproblems hashtag was commonly
used by visitors to Sochi for complaints surrounding the Games. "I'm not sure about
Copyright © 2014-15 by Sports Career Consulting, LLC
17
repercussions, but I can tell you that our organization is not happy with the incident,"
USA Luge spokesman Sandy Caligiore said in an email to USA TODAY Sports.
"Sochi problems? Sochi fail? That's not USA Luge speaking."
i. Click here to see Hansen discuss the incident on the Kimmel Show
c. When the Seattle Seahawks won the 2014 Super Bowl, the owner of a furniture store
was out about $7 million after a PR stunt offering customers who shopped at the
store their money back with a Seahawks victory
4. In some instances, an event takes place where the public is not sure whether or not the
activity was a publicity stunt
a. Former Heavyweight boxing champ Lennox Lewis and opponent Hasim Rahman
squared off in a brawl during a press conference, leading many to question whether
or not the fight was real or simply a publicity stunt to generate additional excitement
for the pay-per-view event
b. At the 2012 Academy Awards, Actor Sacha Baron Cohen, promoting his new movie
The Dictator, dumped ashes on host Ryan Seacrest on the red carpet. While many
speculated whether the stunt was scripted, Cohen would later publicly apologize to
Seacrest for the antic. Reactions to the scene were mixed on Twitter, but according
to The Hollywood Reporter’s poll at the time, 32 percent of people said the stunt was
‘so not funny,’ 57 percent said ‘it was hilarious’ and 12 percent said ‘it was a great
Oscars moment but rude.’66
c. Two videos went viral in 2013, successfully generating millions of views online with
consumers debating whether they were real
i. NASCAR driver Jeff Gordon released a video that showed him purportedly taking
an unsuspecting car salesman for a wild test drive, sparking a wild debate online
as to whether the video was fake
ii. In 2014, Jeff Gordon and Pepsi released a second version of the “test drive” viral
video to exact revenge on the blogger who originally called Gordon’s video out as
“fake” the first time around, this time posing as a cab driver (the video reached
over a million views in a few hours
iii. Dime Magazine released a video of Washington Wizards’ star John Wall
throwing himself a full-court alley-oop dunk that one USA Today writer referred to
as the “So fake as to be beyond fake. It’s a special kind of fake.”
* DISCUSSION IDEA *
In 2014, the creator of the wildly popular “Flappy Bird” app, Dong Nguyen, pulled the game from
the Apple and Android stores, saying he “couldn’t take” all the attention and criticism anymore.
Several months later, the game was re-introduced to the app store, prompting many to wonder if
it was simply a publicity stunt devised to generate more publicity and help continue to help push
sales of the app/game. Ask students if they think the removal of the app was a hoax or if they
think the game’s creator legitimately wanted to pull the game from the marketplace.
Copyright © 2014-15 by Sports Career Consulting, LLC
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Lesson 11.6
Press Releases
A. Press releases
1. A press release is a prewritten story about an organization or athlete/entertainer that is
disseminated to various media 67
2. Often referred to as news or media releases
3. Must be clear and to the point
4. Every press release must address several specific pieces of information
a. Date
b. Release statement
i. Typically states FOR IMMEDIATE RELEASE or TO BE RELEASED ON
c. Headline
d. Contact information
e. The Lead
i. Lead paragraph must grab reader’s attention
f. Text (body of release)
i. Should answer the questions who, what, where, when, why and how
g. Pitch 68
i. The release ends with identifying information, including a phone number and email
address. This is where you pitch to the audience
ii. Example: “Call this number to find out more about the new Dallas Stars “Adopt-a-Family”
program
h. End
i. Press releases typically end with “end” or “#####”
5. Must be creative and informative or the organization runs the risk of the media not reporting the
information
6. An effective release will feature a catchy title
7. Press releases should be kept to one page if possible
B. Three categories of press releases define when information is disseminated 69
1. Pre-release
a. Occurs before the event takes place
b. If a team wanted to release the signing of a key free agent to the media, an advance story
would alert the media to a press conference the following day
2. Live-release
a. Occurs during the event
b. A second story is released at the actual news release when the new player is formally
introduced to the media at the press conference
3. Post-release
a. Occurs after the event has taken place
b. The next few days following the press conference, additional releases are sent out
referencing details of the player’s new contract, plans for success and past statistics
C. Information an organization may distribute via a press release
1. Announcement of a team’s key free agent acquisition
2. Release of game schedules
3. Highlights of a new blockbuster film to be released
4. Announcement of an upcoming promotion
Copyright © 2014-15 by Sports Career Consulting, LLC
19
5. Description of an upcoming community relations event
* TEACHER’S NOTE *
Lesson 4.8 covers the concept of “upfront marketing” in advertising. ESPN pulled out all the stops for
their upfront presentation in 2012 and issued a press release online to call attention to the event.
Click here to review the press release and ask your students why they think ESPN put so much
emphasis on the upfront presentation. Use the press release to illustrate the importance of
communicating information like this to the media and consumers.
Lesson 11.7
Press Kits
A. Press kits are important as they provide much information regarding an organization or
event to media in a variety of ways
1. A press kit is a package of information distributed to the media to assist them in
reporting 70
2. Press kits could include: 71
a. Athlete, entertainer, organization or event background
b. Fact sheets
c. Biographies
d. Photographs
e. Statistical information
f. Contact information
g. Current press releases
h. Related press clippings
i. Historical chronologies
j. Organizational newsletters
k. Testimonials from key personnel
l. Recommendations for features
3. Each piece included in the press kit should include contact information, as press kit
material often becomes separated
4. Many organizations now create an electronic version of the media kit
a. Ease of distribution
b. Distribution to more outlets
c. Allows for incorporation of audio, video and multimedia presentation materials
5. Frequently, organizations will send annually updated press kits to keep media informed
Copyright © 2014-15 by Sports Career Consulting, LLC
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Lesson 11.8
Social Issues in Sports & Entertainment
A. Social Issues
1. Social issues in sports and entertainment refer to everything from the ethical actions of
athletes, entertainers and sport/entertainment organizations to the sports and
entertainment industry’s efforts to do their part to positively impact society
a. Ethics are the moral standards by which people judge behavior
b. Words often associated with ethical behavior could include honesty, integrity,
respectfulness, confidentiality, non-discriminating, legal and socially responsible
c. Most sports and entertainment organizations feel they have an obligation to operate
their business from an ethical standpoint
B. Examples of hot button social issues
1. The “greening” of sports and entertainment
a. Today’s consumer is more aware of how their buying decisions affect society and the
environment around them- and are willing to make choices in their product
purchases to have an impact on the world around them
i. A recent market research study concluded that environmentally-friendly
packaging plays a vital role in consumer purchase decisions and helps greener
companies gain a competitive advantage over non eco-friendly competitors 72
(a) Nike’s Team USA basketball uniforms designed for the 2012 Olympic Games
were constructed from polyester created from the equivalent of 22 recycled
plastic bottles.73
(i) Click here to see a video on how it took Nike just 13 recycled water
bottles to create a soccer uniform
(b) Puma announced plans to launch a greener packaging initiative by phasing
out the traditional cardboard shoe box and replacing it with a new package
that includes a bag, ultimately using 65% less cardboard 74
(c) In 2013, Nike released a free app (called “Making”) to help designers make
informed decisions about the environmental impacts of the materials they
select, powered by data from the Nike Materials Sustainability Index (a
database built on more than seven years of materials research and analysis)
ii. Other examples of the “greening” of sports and entertainment include:
(a) Brazil, the world’s largest biofuel producer (in order to be considered “biofuel”
the product must contain over 80% renewable materials), will be transporting
athletes during the 2014 World Cup in bio-diesel buses containing fuel that is
made from 20% recycled oil. 75
(i) Click here and here for two interesting infographics illustrating Brazil’s
plans for an even “greener” Olympic Games in 2016
(b) The 2013-14 football season at Lincoln Financial Field in Philadelphia (home
to the NFL’s Eagles) was powered by solar panels and wind turbines and
plans are already in play to capture rain that falls from the stadium roof to
potentially flush the toilets or even water the field 76
(c) NASCAR has the largest recycling and environmental sustainability programs
among all U.S. sports. NASCAR has the world’s largest solar-powered sports
facility, a tree planting program capturing 100% of the emissions produced by
on-track racing, and the largest recycling program in sports with Coca-Cola
Recycling, Coors Light, Safety-Kleen and Creative Recycling. As NASCAR
Green enters its fifth year, it continues to educate NASCAR fans and reduce
the sport’s environmental impact through strategic partnerships with the
teams, tracks, and Official Partners while validating green technologies.
(i) NASCAR’s program even features its own Twitter handle
(@NASCARGreen)
Copyright © 2014-15 by Sports Career Consulting, LLC
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(d) The Baltimore Orioles’ website features an entire page dedicated to informing
fans about their commitment to sustainability, including the fact that the team
recycles 600,000 pounds of materials annually, encourages bicycle
transportation to games and recognizing that only green-friendly cleaning
products are used to clean Oriole Park
* INTERNET ACTIVITY IDEA *
Ask students to research their favorite teams online to see if they have any green initiatives.
How about the stadiums or events they visit? Then ask them to create a list of five specific
items that their team and the team’s venue could do to become even greener.
* TEACHER’S NOTE *
Now would be a good time to distribute the case study marked “Unit 11 – Case Study – Title
IX” in the Lesson 11.8 folder and work through the questions in class.
2. Gender equity in sports and entertainment
a. Title IX is a federal law enacted in the United States in 1972 that mandates equal
educational and athletic opportunities for students of both genders
i. According to the Women’s Sports Foundation, one in thirty-five high school girls
played sports forty years ago; one in three do today. Before Title IX, fewer than
16,000 women participated in college sports; today that number exceeds
200,000.
ii. The summer of 2012 marked the 40th anniversary of Title IX and for the first time
in history, American women outnumbered the number of men representing the
United States at the Olympic Games
iii. Eight women now hold the title of “General Manager” in minor league baseball,
believed to be the most at any time 77
iv. In 2012, Shannon Eastin became the first woman to officiate an NFL game when
she worked the opening game of the pre-season between the Green Bay
Packers and San Diego Chargers
v. In 2014, Becky Hammon became the first woman to be hired as an assistant
coach in the NBA when the San Antonio Spurs announced that she would be
joining head coach Greg Popovich’s staff
b. Despite the progress that women’s sports have made since the law was enacted,
disparity remains.
i. For example, in 1972, women coached 90 percent of women’s college athletic
teams. Today it’s only 42.9 percent. 78
ii. Bleacherreport.com points out that “Brittney Griner, one of the most exciting
players in the WNBA and the No. 1 overall pick in the 2013 WNBA draft, was
paid $49,440 last year. She supplements her WNBA salary by playing in China
where she earns $600,000. Meanwhile, Andrew Wiggins, the No. 1 pick in the
NBA draft, just signed with the Cleveland Cavaliers for $5.5 million.”
(a) Click here to read the entire commentary discussing whether the Women’s
Tennis Association’s focus on developing image is a positive thing for the
game
iii. Click here for a story describing why WNBA stars face real challenges when it
comes to building a personal brand
Copyright © 2014-15 by Sports Career Consulting, LLC
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* VIDEO ALERT *
Also, ESPN released a series of “shorts” (called Nine for IX). One of the films in particular,
“Branded”, really does a nice job on this particular social issue while also addressing a topic
from a previous unit on branding. Here is the summary from on ESNW.com: “Anna
Kournikova was never the greatest tennis player in the world. In fact, she never rose higher
than No. 8 on the WTA world singles rankings. But her looks and willingness to capitalize on
them made her the most famous tennis player on the planet and ultimately, a pioneer for
fellow women athletes who understand that sometimes, sex sells. Sports is supposed to be
the ultimate level playing field, but in the media and on Madison Avenue sometimes looks
matter more than accomplishments. This film explores the double standard placed on
women athletes to be the best players on the field and the sexiest off them. Branded
explores the question: can women's sports ever gain an equal footing with their male
counterparts or will sex always override achievement?” At the time this version of the text
was published, ESPN was offering free copies to educators. Here is the link to sign up for
your free copy (for those of you who might want to share in class):
http://espn.go.com/espnw/w-in-action/nine-for-ix/knowledge-center/sign-up.
3. Racial equality in sports and entertainment
a. Hiring practices in the sports and entertainment industry have historically
demonstrated a racial imbalance
i. In 2003, the National Football League established the Rooney Rule, requiring all
NFL teams to interview minority candidates for head coaching and senior football
operations positions
ii. The 2013 release of the "2012 Racial and Gender Report Card: College Sport"
by Central Florida's Institute for Diversity and Ethics in Sport states that the
current pool of Division I African-American head coaches (18.6 percent through
the 2011-12 season) is at its lowest mark since the 1995-96 season, an area of
concern for NCAA officials 79
iii. In 2013, Major League Baseball joined the NBA as the only men's professional
sports leagues to receive a combined "A" for race and gender in an annual report
released by the University of Central Florida's Institute for Diversity and Ethics in
Sport 80
(a) Click here for links to more racial and gender reports
Copyright © 2014-15 by Sports Career Consulting, LLC
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Unit 11 Key Terms Defined:
Community Relations: Focus on an individual or organization’s commitment to bettering their community
Ethics: The moral standards by which people judge behavior
Foundation: An association established by an organization, athlete or celebrity to maintain, assist, or
finance other institutions or programs that are of an educational, charitable, or social nature
Goodwill: A general willingness to work with a person or organization based on a positive reputation or
relationship
Media Relations: The relationship between an organization and the media
Press Release: Prewritten story about an organization or athlete/entertainer that is
disseminated to various media
Public Relations: Activities that promote the image and communications an organization has with its
employees, customers and public
Publicity: Public information about a company/team, good, or service appearing in the mass media as a
news item at no cost to the organization
Publicity Stunt: Specific events or activities that are activated with the sole purpose of achieving a high
level of media coverage and public awareness
Unit 11 References & Resources:
1) The Dream Job: Sports Publicity, Promotion & Marketing, Helitzer, p. 59
2) http://iml.jou.ufl.edu/projects/Fall02/Kaufman/page2.htm
3) http://www.billboard.biz/bbbiz/content_display/industry/e3i588547861bb321c9604ecb90f54f9d00
4) http://www.mtv.com/news/articles/1635334/20100402/bieber_justin.jhtml
5) Arcade Fire (@arcadefire). 12 Jul 2013. “@fifferwright Thanks. Our new album will be out October 29th.
pic.twitter.com/CAgYucvimo”. 11:20 AM. Tweet.
6) http://www.sbnation.com/nba/2012/7/3/3135374/deron-williams-nba-free-agency-2012-mavericks-nets
7) http://abcnews.go.com/Sports/wireStory/swiss-soccer-player-booted-tweet-16886636
8) Sport Marketing, Presentation Notes, Slide 10 of the Promotion/Sponsorship Lecture
Ryan Langan, University of South Florida
9) http://www.billboard.com/articles/news/5894012/super-bowl-bounces-bruno-mars-up-billboard-charts
10) Sports & Entertainment Marketing, Glencoe-McGraw Hill, 2nd ed., p. 177
11) The Sports Business Program: Marketing Your High School Athletics, Lindauer, p. 20
12) Sport Marketing, Mullin, Hardy, Sutton, 2nd ed., p. 334
13) http://www.usatoday.com/story/sports/boxing/2013/05/01/floyd-mayweather-jr-robert-guerrero/2126863/
14) Sanders, Deion (@DeionSanders). 30 May 2013. “Thank u Jesus. My dog is BACK! I won’t begin to tell u how
a $15,000 dog goes missing and who took it. Wow! TRUTH pic.twitter.com/FSooCehLq6. 7:33 PM. Tweet.
15) http://www.golf.com/tour-and-news/dustin-johnson-suspended-pga-tour-after-positive-test-cocaine?sct=hp9
16) http://www.cbssports.com/nfl/story/19705044/goodell-committed-to-stemming-nfls-dui-domestic-violencearrests
17) http://www.utsandiego.com/news/2012/may/25/man-pleads-guilty-in-basketball-betting-ring/
18) http://www.usatoday.com/story/sports/nfl/2012/12/06/jovan-belcher-kansas-city-chief-nfl-guns/1752195/
19) http://www.kltv.com/story/19187814/undefeated-boxer-mayweather-released-from-jail
20) http://www.torontosun.com/2013/06/04/alex-rodriguez-ryan-braun-among-20-players-mlb-seeking-tosuspend-report
21) http://maristpoll.marist.edu/723-more-than-six-in-ten-fans-believe-connection-to-biogenesis-steroid-clinictoo-little-to-justify-mlb-suspensions/
22) http://maristpoll.marist.edu/723-more-than-six-in-ten-fans-believe-connection-to-biogenesis-steroid-clinictoo-little-to-justify-mlb-suspensions/
23 http://seattletimes.nwsource.com/html/mariners/2015951189_basenotes19.htm
24) http://www.telegraph.co.uk/sport/olympics/london-2012/8710041/London-2012-Olympics-one-in-10athletes-are-drugs-cheats-says-anti-doping-chief-executive.html
25) https://www.teammarketing.com/public/uploadedPDFs/2014+mlb+fci.pdf
26)http://www.milb.com/news/article.jsp?ymd=20140605&content_id=78356572&vkey=pr_milb&fext=.jsp&sid=
milb
27) Dosh, Kristi (@sportsbizmiss). “Avg tix prices per SBJ: Broadway show ($88), Disney (adult $85), NFL ($77),
NHL ($57), NBA ($48), MLB ($27).” 26 March 2012, 6:18 PM. Tweet.
28) http://espn.go.com/blog/bigten/post/_/id/80048/poll-should-ncaa-modify-psu-sanctions
29) http://espn.go.com/college-football/story/_/id/8191027/penn-state-nittany-lions-hit-60-million-fine-4-yearbowl-ban-wins-dating-1998
30) Sport Marketing, Mullin, Hardy, Sutton, 2nd ed., p. 318-320
31) The Sports Business Program: Marketing Your High School Athletics, Lindauer, p. 20
32) Framework for Strategic Sports Marketing, Presentation Notes, Dr. Brian Turner,
Slide #168
33) http://995blakefm.com/texas-tech-football-team-help-in-tornado-relief-in-dallas/
Copyright © 2014-15 by Sports Career Consulting, LLC
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34) http://www.socialmiami.com/soceyes.asp?g=miami-dolphins-finsweekend-57484
35) http://www.nfl.com/news/story?id=09000d5d80b4a489&template=with-video&confirm=true
36) Sports & Entertainment Marketing, South-Western Educational Publishing, p. 124
37) http://www.turn2foundation.org/intro/mission.asp
38) http://espn.go.com/nba/story/_/id/9298284/kevin-durant-oklahoma-city-thunder-donate-1-million-tornadorelief
39) http://www.hugbacker.com/sports/crosstown-rivals-wright-and-jeter-wage-slugfest-for-charity
40) http://foundationcenter.org/yip/youth_celebrity.html#celebs
41) Sport Marketing, Mullin, Hardy, Sutton, 2nd ed., p. 324-333
42) Sports & Entertainment Marketing, South-Western Educational Publishing, p. 102
43) http://espn.go.com/nba/story/_/id/11338909/toronto-raptors-fined-25000-drake-concert-comments
44) http://www.usatoday.com/sports/soccer/mls/2009-03-05-mls-expansion_N.htm
45) Sport Marketing, Presentation Notes, Slide 17 of the Chapter 15 Lecture, Ryan Langan, University of South
Florida
46) http://joefavorito.com/category/crisis-management/page/2/
47) http://www.nytimes.com/2011/10/23/sports/autoracing/a-drivers-death-has-raised-questions-aboutindycars-leader.html
48) The Dream Job: Sports Publicity, Promotion & Marketing, Helitzer, p. 59
49) http://latimesblogs.latimes.com/dodgers/2011/08/dodger-stadium-half-empty-and-just-wait-until-nextyear.htm
50) http://usat.ly/1epAZCF
51) http://time.com/2689/grammys-2014-sales-boost/
52) http://www.usatoday.com/life/music/awards/grammys/2011-02-24-grammyboosts24_ST_N.html
53) http://www.signonsandiego.com/news/2010/jul/28/plans-for-vuvuzela-night-blown-out-of-the-stadium/
54) http://www.huffingtonpost.com/2012/02/06/woody-harrelson-enrages-redditors-with-marketingattempt_n_1257871.html
55) http://und.collegesports.com/genrel/nd-kidsclub.html
56) http://nmsn.foxsports.com/story/3302204
57) http://www.marketplace.org/topics/business/puig-mania-hits-dodger-stadium-are-advertisers-ready
58) http://espn.go.com/nba/story/_/id/7857542/derrick-rose-chicago-bulls-jeremy-lin-new-york-knicks-top-nbajersey-sales
59) http://www.cnbc.com/id/47831684
60) http://www.bloomberg.com/news/2011-04-29/nfl-draft-s-first-round-draws-1-3-million-fewer-viewers-than2010-on-espn.html
61) Sport Marketing, Mullin, Hardy, Sutton, 2nd ed., p. 336-337
62) The Dream Job: Sports Publicity, Promotion & Marketing, Helitzer, p. 179
63) Adapted from Sports…More Than Just the Score, McCauley, p. 120
64) http://newyork.cbslocal.com/2013/05/01/tim-tebow-gets-75-per-game-offer-from-indoor-leagues-omahabeef/
65) http://bit.ly/NdYwMm
66) Rovell, Darren (@darrenrovell). “Yahoo is offering $5 million for the perfect March Madness bracket. There
are about 9.2 quintillion possible combinations.” 06 March 2012, 9:52 AM. Tweet.
67) http://www.forbes.com/sites/kellyclay/2012/03/22/rovio-turns-space-needle-in-seattle-into-giant-slingshotfor-launch-of-angry-birds-space/
68) http://springboardpr.com/2012/02/15/super-bowl-publicity-stunt-goes-bad-four-pr-lessons/
69) http://www.hollywoodreporter.com/news/oscars-2012-sacha-baron-cohen-ryan-seacrest-ashes-joke-295288
70) Marketing Essentials, Glencoe-McGraw Hill, 2nd ed., p. 301
71) http://www.ais.msstate.edu/AEE/Tutorial/3203presselements.html
72) The Dream Job: Sports Publicity, Promotion & Marketing, Helitzer, p. 95
73) Marketing Essentials, Glencoe-McGraw Hill, 2nd ed., p. 303
74) http://pr.e-agency.com/pdf/sports_division.pdf
75) http://www.greenpacks.org/2013/08/15/brazil-to-introduce-biofuel-buses-for-world-cup-2014
76) http://articles.philly.com/2013-04-16/news/38558948_1_don-smolenski-turbines-desean-jackson
77) http://www.brandchannel.com/home/post/2010/05/18/Puma-Green-Packaging.aspx
78) http://www.ecofriendlymag.com/sustainable-transporation-and-alternative-fuel/nascar-goes-solar-at-pocono/
79) http://espn.go.com/mens-college-basketball/story/_/id/9488105/black-coaches-college-hoops-decline-figurewhy-college-basketball
80) http://espn.go.com/espnw/more-sports/7946245/women-gms-mean-business-minor-league-baseball
81) http://www.thenation.com/blog/168793/serena-williams-and-getting-emotional-title-ix#
82) http://espn.go.com/college-football/story/_/id/7623932/opportunities-black-coaches-rise-college-football
83) http://www.tidesport.org/researchcorner.html
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NOTES
Copyright © 2014-15 by Sports Career Consulting, LLC
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