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Interview with Joie Chitwood III, President, COO, Indianapolis Motor Speedway LLC
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| Author(s) |
Harald Dolles, Heilbronn Business School, Germany
Sten Soderman, Stockholm University, Sweden
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| Abstract |
After eight consecutive Formula One Grand Prix races between 2000 and 2007, the Indianapolis event was dropped from the Formula One calendar. This interview explores some of the reasons why Formula One has struggled to make an impact in America and examines what could be done to make the sport attractive to US motor racing fans.
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| Summary |
Joie Chitwood III joined the staff of the Indianapolis Motor Speedway as senior vice-president, business affairs, in October 2002. In December 2004 he was promoted to president and chief operating officer and he now oversees daily operations for the Indianapolis Motor Speedway, including the Hall of Fame Museum and the Brickyard Crossing Inn and Golf Course. Chitwood's connection to the IMS family of companies runs much deeper than his present position. He was one of the first staff members of the Indy Racing League, as the liaison officer to its teams, and in 2002 he had the honour of serving as pace car driver for the Indianapolis 500-Mile Race. Previously he served as vice-president and general manager of Raceway Associates LLC, which oversees the operation of Chicagoland Speedway. During Chitwood's tenure at Chicagoland Speedway, which is partly owned by IMS, he oversaw the construction of the 1.5-mile oval, negotiated contracts with both the Indy Racing League and NASCAR for successful events, and the operation of the Route 66 Raceway. He was one of the first employees of the Indy Racing League, which had its inaugural race in 1996 in Orlando, Florida. His family connection dates to the late 1930s, when his grandfather began competing in the Indianapolis 500. From the age of five Chitwood was an integral part of his family's entertainment business, the renowned Chitwood Thrill Show. He began his career as a stuntman and later specialised in precision driving.
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New media, branding and global sports sponsorship
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| Author(s) |
James Santomier, Sacred Heart University, CT, USA
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New media has emerged as a significant dimension of branding and global sports sponsorship because it provides the capability to communicate with consumers worldwide via a multitude of digital platforms. This paper discusses the results of a systematic review of the development of global sports sponsorship and the importance of new media integration to the sector for the future. Results indicate that a new paradigm is emerging which involves thematically linked, integrated, strategic global marketing initiatives driven by new media applications, which have enhanced the value of sports sponsorship.
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| Summary |
The integration of new media technologies has changed the manner in which sport is produced, marketed, delivered and consumed. This has contributed significantly to the ongoing fragmentation of media channels worldwide and prompted a dynamic and synergistic relationship between new media and sports sponsorship.
The proliferation of new media technologies, the revolution in consumer to consumer communications and the need for brands to gain permission to engage consumers have also precipitated a transition in marketing logic "from a goods-dominant view, in which tangible output and discrete transactions were central, to a service-dominant view, in which intangibility, exchange processes and relationships are central" (Vargo & Lusch, 2004, p.2). Core marketing activities now include "interactivity, integration, customisation and coproduction" (p.11), and value "is defined and co-created with the consumer rather than embedded in output" (p.6). New media, therefore, has become a vehicle for the expansion of integrated marketing communications, which includes the use of multiple media channels and publicity methods in order to sell products, services and ideas (McAllister & Turow, 2002). The use of multiple new media platforms in sports sponsorship communications, a fundamental dimension of sports marketing communications, enables brands to communicate effectively with consumers, develop brand awareness rapidly in new markets and provide new content opportunities (Roberts, 2006/2007).
Although digital communication technologies are becoming increasingly important in the marketing mix for most enterprises, Thorbjornsen & Supphellen (2004) maintain that it is also important to integrate a broader range of brand-building activities that strengthen relevant associations and enhance positive emotions for the brand. Brand management has reduced its dependency on advertising and is now using multiple channels, such as product placement, sponsorship and events marketing, in order to engage consumers and sustain experience around the brand (Arvidsson, 2006).
In light of the relatively recent emergence and the high level of significance of new media technologies to the growth of the global sports industry, and the accelerated growth and significance of sports sponsorship to brands and sports properties worldwide, this paper discusses the results of a systematic review (Lipsey & Wilson, 2001) related to: the current state of development of global sports sponsorship; the importance of new media integration to the sports sponsorship sector; and the implications of new media for the future of global sports sponsorship.
The results of this review indicated that a new paradigm is emerging in sports sponsorship which involves thematically linked, integrated, strategic global marketing initiatives driven by new media applications. Successful global brands have integrated new media platforms as well as generated branding benefits and revenue. It is predicted that sports sponsorship will maintain its synergistic relationship with new media and continue to enable sponsors and sponsees to enhance communications through the use of multiple channels and to develop products and services specific to their core consumers.
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The internationalisation of a sports team brand: the case of European soccer teams
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| Author(s) |
Andre Richelieu, Faculte des Sciences de l'Administration, Université Laval, Québec
Sibylle Lopez, Université Laval, Canada
Michel Desbordes, University Paris Sud-XI
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| Abstract |
Today, in the sports arena, the status of a sports team brand is vital. The purpose of this paper is to describe and explain how a team can become an international global brand. Following a conceptual approach, it articulates a model for a team's brand internationalisation and proposes four strategies relevant to the sports arena - Brand Reputation; Brand Affinity; Brand Challenger; and Brand Conquistador.
It illustrates this internationalisation process via three case studies: Football Club Barcelona, Paris Saint-Germain and Olympique de Marseille.
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| Summary |
Building on previous research, the academic contribution of this research lies mainly in the conceptualisation of the internationalisation of a sports team brand as well as with an explanation of how a sports team can position itself as an international global brand. In this paper, we articulate a model on the internationalisation of a sports team brand. After a thorough analysis of the literature, we propose four strategies, which are relevant to the sports arena: i) Brand Reputation (think local, act global / the brand reputation specialist); ii) Brand Affinity (think local, act global / the brand affinity specialist); iii) Brand Challenger (think local, act global / the brand recognition specialist); and iv) Brand Conquistador (unifying local brands / the brand recognition specialist). We illustrate the internationalisation of a sports team brand using three case studies: Football Club Barcelona (FCB), Paris Saint-Germain (PSG) and Olympique de Marseille (OM).
PSG and OM are both national brands and FCB is an international continental brand. The difference is mainly explained by a lack of on-field performance by the two French clubs. In order to grow its brand internationally, PSG could follow the Brand Challenger scenario through co-branding. OM could use the Brand Affinity strategy, taking advantage of legitimate product and brand extensions to crystallise the emotions its fans live. FCB could envision implementing the scenario based on the Conquistador strategy in order to definitively become an international global brand and to start tackling the conceptual stage. FCB could favour co-branding initiatives, as well as product and brand extensions.
In the next step of our research, we intend to draw parallels between continents and between sports. This could lead us to propose an integrated model of internationalisation that would fit most sports team brands, and take into consideration the importance of cultural context.
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Risk management in sports sponsorship: application to human mortality risk
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| Author(s) |
Norm O'Reilly, Laurentian University
George Foster, Stanford University, California, USA
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This paper seeks to build understanding of the evaluation of sponsorships involving high human mortality risk. Examples of risky sponsees are presented, with two assessed as in-depth case studies. Based on this research, a sponsorship evaluation framework for sponsors is presented that includes: sponsee selection, risk management, strategic tactics, contingency planning, contract elements and post-contract tactics.
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| Summary |
Risk management continues to grow in its importance for organisations, their activities and their investments. When an organisation chooses sponsorship as a promotional strategy, it signs up to deal with the risks inherent in supporting a partner, or 'sponsee'. Simply expressed, the sponsor must weigh the potential benefits of a successful sponsee (e.g. Olympic gold medallist) against possible negative outcomes (e.g. poor performance, negative athlete behaviour, death). The risks inherent in pursuing high returns render sponsorship evaluation crucial - before, after and during the sponsorship. This paper seeks to build understanding of the evaluation of sponsorships that involve high human mortality risk. It does so by reviewing the related literatures, articulating the dimensions of risk in sponsorship, operationalising the high-risk sponsee and proposing a sponsorship evaluation framework for high-risk sponsees.
From examples of risky sponsees presented, two are assessed as case studies of expeditions, both in which the sponsees - mountain climbers - died tragically. The purpose of the case studies is to illustrate two specific and different instances of high human mortality risk in sponsorship and to construct a sponsorship evaluation framework for organisations to follow, to mitigate risk when investing in high human mortality risk sponsorship properties. Findings provide direction to practitioners for a variety of activities around high-risk sponsorship, including sponsee selection, risk management, strategic tactics, contingency planning, sponsorship contract elements and post-contract evaluation. Recommendations are also provided for future research.
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Sports sponsorship as a strategic investment in China: perceived risks and benefits by corporate sponsors prior to the Beijing 2008 Olympics
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| Author(s) |
Xinquan Sheena Yang, University of British Columbia, Vancouver, Canada
Robert Sparks, University of British Columbia
Ming Li, Ohio University, USA
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The purpose of this study is to examine the application of sports sponsorship in China, particularly to gain some understanding of the benefits as perceived by corporate sponsors. In-depth interviews were conducted with 19 sports sponsorship experts in China. The results provide insights into how sports sponsorship works in this emerging market.
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| Summary |
There have been few attempts to examine how sports sponsorship works in the context of Chinese culture and economics. Most research (e.g. Cornwell, 1995; Farrelly et al, 1997; Gwinner & Eaton, 1999; Lapio & Speter, 2000; Meenaghan, 1991) has focused on markets in North America, Europe, Australia and to some extent Japan, all highly developed capitalist countries. As a result, mainstream sponsorship theories and frameworks are built on the foundation of a highly commercialised market and related systems of social and cultural values. China, with its unique history and cultural background, provides a very different market for sports sponsorship. There is, however, little research to address such uniqueness and identify ways in which international and domestic corporations perceive and act on the opportunities for sponsorship investment in China.
The researchers of this study used a two-stage methodology to address the research questions - document analysis and interviews. For the document analysis, more than 108 documents were gathered and analysed. A series of partially-structured in-depth interviews were conducted with 19 experts in sports sponsorship in China. This included seven experts from various government organisations dealing with sports sponsorship, and 12 corporate senior managers representing 11 corporations that have invested in sports sponsorship in China. They were representatives of the most experienced authorities in sports sponsorship in China.
The results of the study conclude that corporate sponsors view sports sponsorship as a strategic investment. They believe strongly that sports sponsorship helps build not only brand equity, but also relationships, networks and alliances. Relationship is by far the most important element in business dealings in China. The study also examines the concomitant risks perceived by corporate executives in sports sponsorship in China. Five types of risks are identified. They are poor execution, inadequate investment in leveraging, sports performance fluctuation, termination cost and opportunity cost. The lack of trained professionals in sports sponsorship and policy changes are viewed as reasons behind the poor execution. Surprisingly, cultural differences are not considered as barriers for international corporations to sponsor sport in China. The study has direct implications for corporations wanting to invest in sports sponsorship in China.
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The international trade of players in European club football: consequences for national teams
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| Author(s) |
Harry Arne Solberg, Sor-Trøndelag University College, Trondheim, Norway
Kjetil K Haugen, Molde University College, Norway
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The international trade of players in European club football does not seem to have had any negative effects on the national teams in the major leagues. Data presented in this article indicate a potentially positive effect for England and no effect for Spain, Italy and Germany. Contrary to this, the national teams in Norway, Greece and France seem to have benefited from exporting players to leagues of better quality than their own domestic leagues.
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| Summary |
This case study analyses some of the effects of the international trade of players in European club football and particularly the consequences for national teams, both the importing and exporting nations. Analyses based on FIFA rankings do not indicate that the growth in the import of foreigners has had a negative impact upon the national teams in the most successful footballing nations. This does not correspond with the idea that foreign players are to blame for the lack of success of a national team - a commonly held attitude among English football fans. Indeed, for England, the correlation coefficient indicates that the opposite effect is more likely, namely that the national team has benefited from importing foreigners to the English Premier League (EPL). During the 2006-07 season 42% of the EPL players were foreigners, assuming players from Scotland, Wales, Northern Ireland and Ireland be counted as 'English'. If the latter group had been registered as foreigners, the proportion would increase to 62%. In all of the top four teams (Arsenal, Chelsea, Liverpool and Manchester United), the proportion of foreigners exceeded 50%.
One explanation for this could be that foreign players have improved the learning environment for the English players - i.e. for those who have not been displaced from their clubs. The import of foreigners has enabled them to play with, and against, more talented players than would otherwise have been possible. This, in turn, may have improved their quality as players.
The analyses did not reveal any effects, either positive or negative, for national teams in the other major European football nations, i.e. Spain, Italy and Germany. The data indicates that the national teams in Norway, Greece and even France have benefited from exporting their best footballers to the leagues in the major nations, according to the FIFA ranking. The most likely reason for this is that players from these nations have improved by moving to clubs operating in leagues where the learning environment is better than at home. In turn, this may have benefited their respective national teams.
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