Table of Contents

INTRODUCTION

LEARNING MATRIX

Case 1
MÉS QUE UN CLUB (MORE THAN A CLUB): THE COMMERCIAL DEVELOPMENT OF FC BARCELONA
Simon Chadwick and Dave Arthur

Case 2
BRANDING SPORT TEAMS IN A COMPETITIVE CONTEXT: A LOOK AT TEAM BRANDING STRATEGIES IN THE NATIONAL HOCKEY LEAGUE
André Richelieu and Frank Pons

Case 3
ESPN STAR SPORTS
James Santomier

Case 4
THE CHALLENGES OF MODERNISING A PROFESSIONAL SPORT: A CASE STUDY OF PROFESSIONAL ROAD CYCLING
Stephen Morrow and Catharine Idle

Case 5
SWEATYBETTY: BY WOMEN, FOR WOMEN
Leigh Sparks

Case 6
UNIVERSITY COLLEGE DUBLIN ASSOCIATION FOOTBALL CLUB – PUTTING AN APPROPRIATE STRATEGY IN PLACE
Anne Bourke

Case 7
WHO COULD WISH FOR MORE? NEW ZEALAND’S COAST-TO-COAST MULTISPORT EVENT
Geoff Dickson and Sean Phelps

Case 8
TWENTY-20 AND ENGLISH DOMESTIC CRICKET
Paul Kitchin

Case 9
MANCHESTER UNITED: THE COMMERCIAL DEVELOPMENT OF A GLOBAL FOOTBALL BRAND
Sean Hamil

Case 10
SOMETHING FOR NOTHING - THE FREE TICKET MYTH
Paul Muller and Dave Arthur

Case 11
GUINNESS, SPORT, AND THE POSITIONING OF A GLOBAL BRAND
John Amis

Case 12
SPORTS IN THE COUNTRY OF A BILLION: A STUDY OF THE MARKETING POSSIBILITIES AND THE RESULTING DEVELOPMENT OF LESS POPULAR SPORTS IN INDIA
K.K. Ramachandran

Case 13
DEVELOPMENTS IN WEB TECHNOLOGY: ENHANCING THE VIEWING SPECTACLE OF SPORT.
Paul Turner

Case 14
TRIBALISM: ATTRACTING FANS IN A FRAGMENTED MARKET
Rudi Meir

Case 15
THE INTERNATIONALISATION OF CLUB ATLÉTICO DE MADRID, S.A.D.:
CREATING VALUE BEYOND BORDERS, A DIFFERENTIAL STRATEGY
Ignacio Urrutia, Germán Robles and Kimio Kase

Case 16
OLYMPIC MARKETING: THE POWER OF THE FIVE RINGS BRAND
Alain Ferrand

Case 17
TO CLOSE OR NOT TO CLOSE: PRESS RELATIONS AND LOCKER ROOM ACCESSIBILITY IN SPORTS
Paul M. Pedersen

Case 18
“THE GAME WE LOVE. EVOLVED.”: CRICKET IN THE 21ST CENTURY
Maria Hopwood and Allan Edwards

Case 19
CELEBRITY ATHLETES AND ATHLETIC CLOTHING DESIGN: THE CASE OF NATALIE GULBIS
Norman J. O’Reilly & L. Anne Braedley

Case 20
PROMOTING PACIFIC ISLANDER RUGBY IN A CROWDED MARKETPLACE: USING MEDIA RELATIONS TO OVERCOME THE CHALLENGE
Dave Arthur and Simon Chadwick

Case 21
INTEGRATION BETWEEN BROADCASTERS AND TRANSMISSION COMPANIES INVOLVED IN SPORTS BROADCASTING
Harry Arne Solberg, Knut Helland and Brita Ytre-Arne

Case 22
HOW TO USE NAMING RIGHTS IN THE BUSINESS OF SPORT
Thomas Bezold

Case 23
IF THE SHOE FITS: A MARKETING ANALYSIS OF THE STARBURY ONE BASKETBALL SHOE
David Stotlar and Cheri Bradish

Case 24
ON TOUR WITH THE BARMY ARMY: A CASE STUDY IN SPORTS TOURISM
John Beech

Case 25
THE FUTURE OF THE TOUR DE FRANCE: FROM AN INDEPENDENT STYLE OF ORGANIZATION TO “A FORMULA ONE MODEL”?
Michel Desbordes

Case 26
SPORTS DEVELOPMENT MEETS SPORTS MARKETING IN AFRICA: BASKETBALL WITHOUT BORDERS AND THE NBA IN AFRICA
Jason Means & John Nauright

Case 27
NEW MARKETING CHALLENGE OF THE SOUTH KOREAN PROFESSIONAL BASEBALL LEAGUE & THE LOTTE GIANTS
Jaemin Hong and Chanil Lee

Case 28
PROFESSIONAL RUGBY, COMMUNITY RUGBY CLUBS AND VOLUNTEERS: CREATING ADVANTAGE THROUGH BETTER VOLUNTEER MANAGEMENT
Simon Darcy, Tracy Taylor, Graham Cuskelly and Russell Hoye

Case 29
BOCA JUNIORS, THE HALF PLUS ONE OF THE AMERICA’S POPULATION TEAM: THE RESTRUCTURE OF THE CLUB
Santiago Ramallo

Case 30
GRAND SLAM COMMITTEE MOVES TO REGULATE TENNIS WEAR LOGOS
Simon Chadwick and Geoff Walters

About the Author

Simon Chadwick is Professor of Sport Business Strategy and Marketing, and Leader of the Ambushing, Sponsorship and Sport Marketing Group, at Coventry University (UK). He is also a Director of the Birkbeck Sport Business Centre at the University of London. Simon is co-editor of the books 'The Business of Sport Management', 'The Marketing of Sport' and 'The Business of Tourism Management' (all published by FT Prentice Hall), and is also Editor of the International Journal of Sports Marketing and Sponsorship, Elsevier's Sport Marketing book series and the Henry Stewart Sports Marketing Talk Series. Simon has worked with numerous organisations from across sport including FC Barcelona, Atletico Madrid, Chivas US, the four Grand Slam tennis tournaments, the Football Association (FA), Sport England, the International Tennis Federation, Sport Business, Red Mandarin and International Marketing Reports.

Dave Arthur is a senior lecturer in the Department of Exercise Science and Sport Management at Southern Cross University where he co ordinates the acclaimed Master of International Sport Management degree. Although this is his first co edited book he has published many book chapters, a range of articles in leading sport journals and is a member of the editorial board of Sport Management Review. In addition to academia he has consulted to leading sporting organisations including the National Rugby League, South Sydney Rugby League Club and the Australian Sports Commission. His abiding sporting passion however is rugby union. As a practicing journalist he was accredited for the 2003 Rugby World Cup and in 2006 he was privileged to be the Pacific Islanders' Media Manager for their three Test series versus Wales, Scotland and Ireland.

Reviews

'A must have text for students and a valuable reference for professionals, International Cases in the Business of Sport provides a clear and stimulating insight into the ever changing, and increasingly expanding, global sport market.'
Rob Wilson, Senior lecturer in Sport Management, Sheffield Hallam University, UK.