Post on 26-Mar-2015
SPORTSMARKETIN
GAn international
perspective
Michel Polski2006
BIB
2
SESSION 1
Introduction to the course
History of sports and definitions
Workshop on Ancient and Modern Olympic Games
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Course outlineSession Date Topic Group research presentation
1 02-08 History of sport and its economics
2 02-15 The sport systems
3 02-22 Discovery of sport marketing « Sport in your country »
4 03-01 The sport participant
5 03-08 The sport spectator
6 03-15 The sport purchaser
7 03-29 Segmenting, positioning, targeting « Sport Consumer Behaviour »
8 04-05 Branding, licensing, distributing
9 04-19 Promoting with or without media
10 04-26 Sport sponsorship and partnership
11 05-03 Designing & managing a sport event « Sport good/service marketing »
12 05-10 Final case study
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Grading
Examination : 50% Continuous assessment: 50 %.
10% : class workshops 90% : 3 group workshops.
8 teams of 4 people These cases will evaluate students’ ability to look
for information and synthetize it.
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1) History of sports and its definition
1. History & definition 1. Historical outlook
2. Definition
3. Professionalization
4. Globalization
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1) Ouutlook of evolutions
A) Protosports
Prehistoiry& antiquity
Ethnic gamesNomad gamesSacred games
B) Preindustrial games
From Middle-Ages To the mid-19th
Nobles’ gamesPeople’s games
C) Sports
Mid-19th
Gymnic & military gamesEnglish & touristic games Popular gamesAmerican sportsInstitutionalized sports
LumièresFrench
revolution
Industrialrevolution
Decline of Aristocracy
End of Antique times
Decline of the Roman Empire & Christianism
Conflict
One common dimension:
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A) « Protosports »
Indians & AztecsCentral america
Mediterranea
African and Australianpeoples
China
Central Asia
Eskimos
Anglo-saxons
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A1) Ethnic & nomadic games
http://www.e-mongol.com/
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A2) Antique games
Olympic games (776 bef JC) Religious games
(« soft war »)
Roman games Social games
(slavery system)
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B) Pre-industrial games
B1) Popular games B2) Noble games
Dimensions :- Recreation (meeting between families, …)- Symbolic (social status and position)
Recreation, feasts et local competitions (betting on local champions, activities from daily life, local fairs, …)
At the same time: recreational purpose and structuring the society
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B1) Popular traditional games Combat games (boxing, wrestling,
…)
Instrumentalized gamed Jouts Throwing games Bouncing games Ball-on-foot games Cross games
Skill Opposition Athletic
3 dimensions
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La Choûle
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Popular games from the daily life
Bruegel the Elder, XVIth cent.
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B2) Nobles’games
From Knights to the Baron de Coubertin…
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Knights Tournaments
Le temps des chevaliers, C. Gravett, G. Dann, Gallimard.
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« Paume », XIII-XVth cent.
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« Pall-Mall »
Lauthier, 1717
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Duelling
XVIII et XIXth
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Hunting
1540
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Modern Olympic Games, 1896
Baron Pierre de Coubertin1896 Opening Ceremony
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Gymnic and military sports
German gymnastics (F.L. Jahn)
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Napoleonian Gymnastics Colonel Amoros
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http://museedusport.com/
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« English sports »
Football-rugby Football-association
Rowing
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Tennis
(XIXth century)
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« Touristic sports » Alpinism
« Touring » benefit
Swimming-pools, bathing Hygienic
benefit
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Other specialties
Motor sports : Vive la France !
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US sports From « Noble English » sports … … to popular immigrants’ sports … … to University sports … … To Professional sports.
Priest Naismith, Springfield, Ma, 18951845 : The Knickerbockers (1st team)
1869: Cincinnati Red Stockings (1st pro team)
1st game 18671st league 18761st pro league : 1920
Base-ball
US Football
Basket-ball
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The origin of modern sport: the « industrial republic»
Sociopolitics Secularity Education
Geopolitics Nationalism Colonialism Economical factors
Industrialization Urbanization
English influence of the Public Schools
« The University »« Dribbling
Game »
Germanic influence ofgymnastics« The Army »« Hygienism »
« Protestant ethics »(K. Weber)
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2) A difficult definition…
« Desport » (XIIth cent) = deport (« fun ») disport (pass-time) (XIVth cent) « sport » (1st apperaed in the XVth cent. in England, then imported in France in
1828)Littré, 1828 : « Any outdoor exercise as horse races, rowing, hunting, shooting,
fishing,bowing, gymnastics, and sword ».
1854 : « Le Sport , The newspaper of the Gentry »
Bescherelle 1870 : « Futile activity and pleasure of hunting and fishing »
Sport : coded game with a voluntary physical activity engaged for pleasure
What differences with contemporary sport ?
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Modern definitions
« Sport is Regular and voluntary practice of Intensive muscular exercise In a will of progress That can lead to risk » (P. de Coubertin, Pédagogie sportive, 1922) Principle of « ruled fighting »
« Physical activity, Coded and ruled By a superior organization In a limited time and space To compete And to acheive a loyal performance. » (P. Arnaud, 1995)
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Public or private institution ?
Aristocratic and conservative view
Fortune, family, education The « Chic » before the victory Amateurism & disinterested
game No show, emphasis on
practice NO BUSINESS !
Liberal and republican view (freedom of association)
Open clubs (ages, genders, origins, revenues, beliefs…)
Systematic training for victory Professionalism and look for
show, record, event, … Building of huge
infrastrucutres
• Commercialization et professionnalization
Organization of sport events with commercial goals by private and organized firms (Tour de France (1903) L’Auto (Michelin tyres and Clément bicycles)…)
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Professionalization Case of football and rugby
Football-association (UK,1888) Professional Football League
1895 : Rugby League : à XIII, professional & labour Rugby Football Union : à XV, amateur & aristocracy
XXth cent. : Professionalization of Football « Grey Amateurism gris » in rugby Ambitions of a pionneer : Rupert Murdoch
1996 : Professionalisation of rugby in France
2006 : Labour contracts in Sports Entry to stock-exchange in France (?)
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Globalisation At first, « inter-NATIONALISM »
XIXth cent. In the USA & GB
America’s Cup (1851) 1st « International » Competition Davis Cup (1900)
Modern OG (Athens, 1896) 13 countries
The Thirties Development of tourism and exchanges Development of international federation (1914 FIFA, 14 countries)
First world competitions (1927 cycling, 1930 football (Rimet Cup)) Nationalism and rivalry (fascism & nazism) International Red Sport (1921) International Socialist and Labour Sport
(Labour Games, Antwerp 1927)
Sport & Cold war Sport = tool of propaganda for superpowers