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1. The distinctive nature of sport marketing
- Prof. Simon Chadwick
- Archived Lectures *These may not cover the latest advances in the field
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2. Attracting and retaining sports fans
- Dr. Ben Shields
- Prof. Irving Rein
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3. Creating and managing sport teams' brands
- Prof. Andre Richelieu
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4. Sport and the international marketing environment
- Mr. Paul Kitchin
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5. Marketing major events
- Dr. Dave Arthur
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6. Strategy in sponsorship - the basis for creativity
- Mr. Shaun Whatling
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7. The brand game: Club vs Country
- Mr. Ed Coan
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8. Future of sports marketing: trends, challenges, solutions
- Mr. Gareth Moore
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9. Marketing major sports venues - the Amsterdam ArenA case
- Dr. Andrea Santini
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10. Creative sport marketing communications - the case of Atletico de Madrid
- Mr. German Robles Gonzales
Printable Handouts
Navigable Slide Index
- Introduction
- Talk outline
- Opening questions (1)
- Opening questions (2)
- Brand and branding in sport
- Branding, brand strategy and brand equity
- Branding as a key dimension for the organization
- Development of brand equity in sport
- Case studies of branding in sport: TML vs. FCB
- Case studies - similarities in rivalry
- Case studies - similarities in longevity and tradition
- Case studies - similarities in powerful fans
- Case studies - differences in entertainment rituals
- Case studies - community involvement, promotion
- Case studies - differences in role of the league
- Case studies - learnings on branding in sport
- Case studies - the Atlanta Thrashers (NHL)
- Case studies - capitalizing on Hip Hop movement
- Capitalizing on Hip Hop movement - 4 stages
- Hip Hop movement - marketing strategy
- Strategic orientations
- Approaching Hip Hop segment
- Internationalization of sport teams' brands
- Team revenue and value - table 1
- Team revenue and value - table 2
- Combining three models of internationalization
- Chart of internationalization - overview
- Chart of internationalization - detailed
- Combining two strategies of internationalization
- Kapferer and Van Gelder strategies
- Four scenarios relevant for professional sports
- The brand recognition specialist - example
- FCB on the chart of internationalization
- Internationalization of a sport brand
- Conclusion
- Thank you
- References
Topics Covered
- The strategic value of branding
- The branding of sport teams and its relevance
- The branding of teams in North America vs. Europe
- Sport, hip hop and branding
- The internationalization of sport teams' brands
Talk Citation
Richelieu, A. (2008, May 22). Creating and managing sport teams' brands [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved April 20, 2024, from https://hstalks.com/bm/727/.Export Citation (RIS)