by Carol A. Barr, Lisa Pike Masteralexis, and Mary A. Hums
Contents
Preface
Acknowledgments
Contributors
About the Authors
Part I: Foundations of Sport Management
1 History of Sport Management
Todd W. Crosset and Mary A. Hums
Introduction
The Club System: Sports and Community
Thoroughbred Racing
The Jockey Club: The Birth of Club Governance
The Modern Olympic Games: An International Club Event
The Club Structure Today
Sport Structures in the United States: Sport Clubs Adapt to a Different Culture
Leagues
William Hulbert’s National League
Leagues Today
Professional Tournament Sports: Mixing Business and Charity
Professional Golf
Tournaments Today
Inclusion and Innovators: Heroes and Sheroes of Sport Management
The Birth of Sport Management as an Academic Field
Summary
2 Management Principles Applied to Sport Management
Carol A. Barr and Mary A. Hums
Introduction
Definition and History of Management Principles
Functional Areas
Planning
Organizing
Leading
Evaluating
Key Skills
People Skills
Communication Skills: Oral and Written
Managing Diversity
Managing Technology
Decision Making
Organizational Politics
Managing Change
Motivation
Taking the Initiative
Current Issues
Diversity in the Workforce
Managing Technology
International Sport Management
Additional Management Theories
Beyond the Bottom Line
Summary
3 Marketing Principles Applied to Sport Management
John Clark
Introduction: What Is Sport Marketing?
Historical Development of Sport Marketing
The Evolution of Sport Broadcasting
The Acceptance and Growth of Sport Sponsorship
Emphasis on Product Extensions and Development of Promotional Strategies
The Birth of Research in Sport Marketing to Improve Performance and
Acceptance
Key Sport Marketing Concepts
The Sport Marketing Mix
Product
Price
Place
Promotion
Segmentation
Fan Identification
Relationship Marketing
Key Skills
Current Issues
eSports
Cord-Cutters
The Next Generation of Fans
Summary
4 Financial and Economic Principles Applied to Sport Management
Nola Agha
Introduction
Key Concepts
What Is Finance?
Some Basics: Financial Flows in Sport Organizations
The Economics of Sport
Key Skills
Current Issues
Can Growth Continue?
Challenges
Summary
5 Legal Principles Applied to Sport Management
Lisa P. Masteralexis and James T. Masteralexis
Introduction
History
Key Concepts
Risk Management
Judicial Review
Tort Liability
Vicarious Liability
Agency Law
Contract Law
Constitutional Law
Title IX of the Educational Amendments of 1972
Antitrust Law
Labor and Employment Law
Intellectual Property Law
Key Skills
Putting Skills to Practice
Current Issues
Olympic Games
Collegiate Sport
Professional Sport
Government Scrutiny
Summary
6 Ethical Principles Applied to Sport Management
Todd W. Crosset and Mary A. Hums
Introduction
Ethical Considerations
Codes of Conduct
Morality
Morality Versus the Law
Morality in the Workplace
Morality and Multiple Roles
Morality and Corruption
Moral Reasoning and the Changing Nature of Work
Key Skills
Ensuring Morality in the Workplace
Summary
Part II: Amateur Sport Industry
7 High School and Youth Sport
Dan Covell
Introduction
History
School Athletics in the Nineteenth Century
School Athletics in the Twentieth Century
Nonschool Youth Sport Organizations
Governance
National Federation of State High School Associations
State Associations
National Youth League Organizations
Career Opportunities
School Athletic Director/League Director
Officials and Judges
Application of Key Principles
Management
Financial Concerns
Marketing
Ethics
Legal Issues
Summary
8 Collegiate Sport
Carol A. Barr
Introduction
History
Women in Intercollegiate Athletics
Organizational Structure and Governance
The NCAA
Divisions I, II, and III
Conferences
Career Opportunities
Coaches and Athletic Directors
Assistant or Associate Athletic Director Areas of Responsibility
Conference/NCAA or Other Association Opportunities
Current Issues
Finances: The Revenue and Expense Explosion
Pay-for-Play Debate and the Unionization of College Athletes
Coach Jerry Sandusky and Penn State
Hiring Practices for Minorities and Women
Summary
9 International Sport
Mary A. Hums and Per Svensson
Introduction
Globalization
Club System
Promotion and Relegation
Olympic Movement
International Olympic Committee
National Olympic Committees
Organizing Committees for the Olympic Games
International Sports Federations
National Governing Bodies
Sport and Active Society Commission
Paralympic Movement
Professional Sport
Sport for Development and Peace
Career Opportunities
Sport Agencies
Professional Sport Leagues and Clubs
Sport Mega-Events and International Sport Competitions
International Sport Federations
National Sport Confederations
Sport for Development and Peace
Sporting Goods
Corporate Sponsors
Organizing Committees for the Olympic Games
National Olympic Committees
International Paralympic Committee
Current Issues
Choice of Host City for the Olympic and Paralympic Games
Sport and Human Rights
Refugee Athletes
Player Migration
Summary
Part III: Professional Sport Industry
10 Professional Sport
Lisa P. Masteralexis and James T. Masteralexis
Introduction
History
Professional Sport Leagues
Franchise Ownership
Ownership Rules
The Commissioner
Labor Relations
Individual Professional Sports
Key Concepts
League Revenues
Franchise Values and Revenue Generation
Legal Issues
Race and Gender in the Professional Sport Industry
Career Opportunities
Commissioner
Other League Office Personnel
Team General Manager
Other Team Front Office Personnel
Tour Personnel
Agents
Current Issues
Salary Caps
Globalization
Concussion Litigation
Drug Testing and Human Growth Hormone
Analytics
Technology
Summary
11 Sports Agency
Lisa P. Masteralexis
Introduction
History
Growth of the Sports Agency Business
Representing Individual Athletes
Representing Coaches and Management Professionals
Sports Agency Firms
Fees Charged by Sports Agents
Career Opportunities
Sports Event Manager
Sports Marketing Representative/Account Executive
Sports Account Executive
Sports Agent
Key Skills Required of Sports Agents
Current Issues
Unethical Behavior
Regulation of Sports Agents
Summary
Part IV: Sport Industry Support Segments
12 Facility Management
Lisa P. Masteralexis and Mary A. Hums
Introduction
History
The Modern Era of Stadium and Arena Construction
Technology in Stadiums
Forces Behind Team Relocation
Types of Public Assembly Facilities
Arenas
Stadiums
Convention Centers
University Venues
Metropolitan Facilities
Local/Civic Venues
Types of Events
Sport Events
Family Events
Concerts
Trade Shows
Religious Events
Convocations
Seasonal Events
Facility Financing
Facility Financing Mechanisms
Why Cities Subsidize Sport Facilities
Facility Ownership and Management Staff
Private Management Options
Facility Marketing
Marketing
Promoting
Facility Revenues and Expenses
Career Opportunities
Marketing Director
Public Relations/Communications Director
Event Director
Booking Director
Operations Director
Advertising, Sponsorship, and Signage Salesperson
Group Ticket Salesperson
Box Office Director
Current Issues
Security
Sustainability
Sport Facilities as Part of Entertainment Districts
Access for Persons with Disabilities
Universal Design
Summary
13 Event Management
Carol A. Barr
Introduction
History
Sport Marketing and Event Management Agencies
Types of Sport Marketing and Event Management Agencies
Full-Service Agencies
Specialized Agencies
In-House Agencies
Critical Event Management Functions
Finance/Budgeting
Risk Management
Tournament Operations
Registration
Volunteer Management
Event Marketing
Project Management
Career Opportunities
Sport Marketing and Event Management Agencies
Events
Key Skills
Current Issues
Event Security
Social and Political Concerns Impacting Hosting of Events
Niche and Extreme Sports
Summary
14 Sport Sales
Stephen McKelvey
Introduction
History
Sales in the Sport Setting
Sales Strategies and Methods
Benefit Selling
Up-Selling
Eduselling
Aftermarketing
Ticket Sales and Social Media
Key Skills: What Makes a Good Salesperson?
Sales Inventory
Tickets and Premium Inventory
Advertising Inventory
Signage Inventory
Naming Rights
Digital and Social Media Inventory
Promotions Inventory
Community Programs
Miscellaneous Inventory
Sponsorships
Summary
15 Sport Sponsorship
Stephen McKelvey
Introduction
A Brief History of Sport Sponsorship
Sales Promotion in Sport Sponsorship
In-Venue Promotions
In-Store Promotions
Putting It All Together
The Importance of Cross-Promotion
Sponsorship Packages
Sport Sponsorship Platforms
Governing Body Sponsorship
Team Sponsorship
Athlete Sponsorship
Media Sponsorship
Facility Sponsorship
Event Sponsorship
Evaluating Sport Sponsorships
Sponsorship Consulting Agencies
Issues in Sport Sponsorship
Multicultural Marketing Through Sport Sponsorship
Innovation from Across the Pond
eSports: A Game-Changing Sponsorship Platform?
Summary
16 Sport Analytics
William Norton
Introduction
History of Sport Analytics
Applied Analytics Topics in Sport
Marketing
Management
Finance
Economics
Law
Skill Sets and Career Opportunities
Leagues
Teams
Media and Research Companies
Current Issues
Summary
17 Sport Broadcasting
Jim Noel
Introduction
History of Sport Broadcasting
The Business of Sport Broadcasting
Rights Fees
Advertising and Sponsorship
Distribution
Highlights and Ancillary Rights
International Sport Coverage
International Sport Programming in the United States
U.S. Sports Programming Internationally
Foreign-Language Sports Networks in the United States
Current Issues
Market “Bubble”?
Bundling
Audience Fragmentation
Career Opportunities
18 The Sporting Goods and Licensed Products Industries
Dan Covell
Introduction
History of Sporting Goods and Apparel
Sporting Goods
Industry Structure
Sporting Goods
Sporting Goods Trade Associations
Licensing
Collegiate Sport
Career Opportunities
Application of Key Principles
Management
Finance
Marketing
Ethics
Legal Issues
Summary
Part V: Lifestyle Sports
19 Recreation and Golf Club Management
Tara Mahoney
Introduction
History
Segments of the Recreation Industry
Community-Based Recreation
Public Recreation
Military Recreation
Outdoor Recreation
Campus Recreation
Therapeutic Recreation
Segments of the Golf and Country Club Industry
Public Clubs
Private Clubs
Current Trends
Trends in Recreation Participation
Trends in the Golf Industry
Market Drivers
Career Opportunities
Strategies for Entering the Recreation, Golf Management and Club Operations
Field Recreation Management Professional Preparation
Golf and Club Operations Professional Preparation
Current Issues for Recreation, Golf and Club Management
Sustainability and the Environment
Summary
Part VI: Career Preparation
20 Strategies for Career Success
Mary A. Hums and Regina G. Presley
Introduction
The Reality of a Career in Sport Management
Career Preparation
Step 1: Self Reflection
Step 2. Career Exploration
Step 3. Gain Experience
Step 4. Career Planning
Step 5. Job Search Strategies
Other Sources of Information
Developing a Personal Brand
Image and Presence
The Cover Letter
The “Elevator Pitch”
Successful “Elevator Pitch”
References
The Job Interview
Summary
Glossary
Index