International Sport - Prof Lachowetz PDF

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Introduction  Sport is increasing in interaction/expansion across international borders  Internet based technology has created easy access to major spot leagues around the world  Globalization does not mean Americanization o Growth and development of sports across the world, but culture and value of sport itself depends on country o Other countries don't necessarily have the same view and spectatorship as American sports  Club system structure is more common outside US (Meg) o Separate and distinct from the education system o Primary purpose of the club sport system is to fulfill social/fitness functions, rather than to promote superior athletes o Allows anyone to participate and take advantage of good facilities  maintained by local or state government. o Promotion and relegation in global sport leagues History  Sports first spread across boarders through imperialistic efforts o Great Britain colonized various areas of the world, sports were used to impose the conquerors’ culture on colonized land  Sports have fueled feelings of nationalism. o Platform for political and social protests and boycotts  As the United States attempts to expand its major leagues overseas, so too does FIFA attempt to expand football (soccer) in the United States. Globalization of Sports o Corporations have begun to adopt a global strategy in selling their products o Corporations create products with appeal to generate the same demand anywhere o Technological advances / increased accessibility of technology worldwide have increased globalization of sport. o Globalization is largely influenced by countries with dominance over worldwide media o leading to high-profile sports receiving greater media exposure  globalization is not dependent on media alone  Need to be cognizant of cultural differences

Global Strategy 1. Build a strong consistent brand culture 2. Be borderless in your marketing 3. Build yourself an internal hub 4. Adopt a “global” structure 5. Make customers your co-creators Corporate Involvement with International Sport 1. Efforts by manufacturers of sport-related products o North American markets are becoming saturated-->average consumer purchases only a certain amount of sport products/merchandise a year o Sport corporations are attempting to broaden their product distribution by focusing on global markets  Playing a direct role in the development of sports in new markets. o Case Study: Since 2000, Nike has sold more products overseas than in the United States. 2. Efforts by non-sport-related companies that sponsor international sporting events, teams, and athletes to gain name recognition -->sell their products in new global markets Pro Sports League' International Focus  Broadcasting o Visual images are easily exportable goods o Access to television/internet increasing at rapid rate o Major corporations now own major media outlets in countries throughout the world  ESPN International o Leagues often rely on actual game broadcasts/utilize highlight shows to build audience  2012 NFL Super Bowl televised in180 countries  Licensing and Merchandising o Sport leagues are increasingly using the sales of logos to increase league popularity overseas  Online shopping

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Team-logo merchandise allows for fans to identify w/ teams Sale of licensed merchandise serves as a promotional vehicle for the team or league Exhibition and Regular Season Games People in different countries have the opportunity to witness the sport “live”  1986: NFL has played exhibition games outside the United States--> 1 regular season game on foreign soil  2014: MLB has Opening Day in Australia for Japan Series  1988: NBA exhibition games overseas--> regularly play season games overseas Marketing Foreign Athletes Decrease in barriers as more top players play in top professional sport leagues in the world Presence of foreign players has enabled professional leagues to increase popularity overseas  2012-2013:NBA had 84 international players from 37 countries Rise of satellite television--> increasing exhibition games held in foreign countries featuring some of these foreign stars Sports Tourism Increased ease/convenience of international travel have brought increase in international sport tourism  Travel to participate in sport activity  Travel to view a sport activity (led by groups structuring trips, see Barmy Army, etc.)  Travel to visit sport hall of fame, stadium, or museum  Travel to volunteer at sport events Benefits to host sports and tourism:  Economic gain, social benefits for community, generation of tourism for mega-sport events, and holidays to increase involvement in sports  Now common for cities to compete fiercely to host Olympics--> justify sport facility expenditures/enhance sporting profile of country Grassroots Programs Programs /activities undertaken to increase sport participation/interest in a particular international region

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Focused on two areas: Increasing participation Educating people about the specifics of a particular sport Long-term popularity/interest can be achieved only when there is a knowledgeable fan base and a significant number of participants Sport for All International movement that seeks to promote mass participation in sports without discrimination Purpose is not competition--> participation Sports viewed as both a human right/key component to healthy lifestyle Seeks to involve all sectors of population regardless of age, gender, social or economic distinction, or physical or mental ability Advocated by IOC and UN Sport for Development and Peace Use of sport as a tool to promote positive social change  Use of sport to educate youth  provide leadership opportunities  bring communities together to help others less fortunate SDP programs primary purposes:  Peace-building  Post-disaster response  Empowerment of girls/women  Sport for persons with disabilities  Health, education, and economic development  Career development  

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Olympic Movement  Olympism o A philosophy of life, exalting and combining in a balanced whole the qualities of body, will, and mind o June 23, 1894: Conceived International Athletic Congress of Paris by Baron Pierre de Coubertin o International Olympic Committee (IOC) was constituted as the supreme authority of the Olympic Movement o The Olympic Games provide a space where countries from around the world can unite through a shared interest in festival and sport

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History 1896: Athens, Greece Pre 1980s: focused on amateur sport 1984: LA Olympic Games marked $200M in profit 1992: Amateurism dropped Barcelona Games 2000: “Celebrate Humanity” highlights Olympic ideals 20004: Olympic Games returned to Athens Now included 200+ nations, 300+ events, billions of viewers worldwide International Olympic Committee (IOC) o Governmental, nonprofit organization based in Lausanne, Switzerland o Olympic Charter: Codification of fundamental principles, rules, and bylaws adopted by the IOC o IOC has final authority on all questions concerning Olympic Games/Olympic Movement o Governed by its self-selected members, who make up three bodies:  The session  The executive board  The president National Olympic Committees (NOC) o Organized regionally o Responsible for developing/protecting the Olympic Movement in their respective countries, in accordance with the Olympic Charter o Authority to designate cities that may bid to host Olympic Games in their respective countries o USOC includes:  Officers  An executive committee  A board of directors Organizing Committees o Organizing Committee for the Olympic Games (OCOG) is formed when a city is awarded the Games  ROCOG was the committee for the 2016 RIO Olympic Games. o Responsible for planning, implementing, and staging the Games, including the following duties, among others:  Venue construction  Athlete accommodations o o o o o o o

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Accreditation and security Logistics (medical services, protocol, technology, tickets, transportation, operations)  Host broadcasting and communications  Finances and risk management  Government relations  Volunteer services  Sports competition International Federations (IFs) o Nongovernmental, international governing bodies recognized by the IOC to administer one or more sports at the world level o Encompassing organizations administering such sports at the national level o Each IF sanctions international competitions/establishes its own eligibility rules for the sport(s) it governs National Governing Bodies (NBGs) o Organizations governing a specific sport in each country o Approve and sanction competitions open to all athletes in its country o Set national policies/eligibility standards for participation in their respective sports o Responsible for training, development, and selection of Olympic teams  

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Paralympic Games o 1960: Start of games in Rome o World’s elite athletes with physical disabilities compete Amputees, wheelchair athletes, the visually impaired, dwarfs, athletes with cerebral palsy, and athletes with spinal cord injuries o Challenge: Raising money to cover operating costs  Not governed or funded by IOC Current Issues  Cultural Awareness/Sensitivity o When selling products overseas, some degree of adaptation to the local or regional culture is necessary.  Nike tailors the presentation of its products to the markets it serves

A lack of cultural awareness can negatively affect efforts of companies sponsoring international events Foreign Student Athletes in US o Colleges began recruiting older student-athletes who had prior experience with international teams. o NCAA implemented rule whereby a student-athlete loses a year of eligibility for every year that student-athlete competes after his or her 20th birthday o This rule has not had dramatic effect on recruitment of foreign student-athletes because participation of foreign student-athletes is on the rise Broadcasting Olympic Games o Broadcasting rights account for 47% of all Olympic revenue, representing billions of dollars. o Olympic Movement Strategy:  Increase broadcast revenue while avoiding market fluctuations  Establish long-term rights fees contracts with profit-sharing to provide more programs and improved global coverage  Forge stronger links between sponsors, broadcasters, and Olympic family to promote agenda that goes beyond games Sponsorship at Olympics o Olympic Partner Program  Pay for official sponsorship for four years o NOC Sponsorship Program  Target domestic sponsorships o OCOG Sponsorship Program  Finds own sponsors  Needs approval from IOC and NOCs Doping o The deliberate or inadvertent use by athletes of banned substances or methods that may enhance performance o 1999: World Anti-Doping Agency (WADA) created o International cooperation among countries allows worldwide standard of definitions and procedures, replacing isolated and disjointed efforts by individual governing bodies  Provides testing and education, funds research, and conducts athlete outreach o

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