Sports Administration Seminar

September 10, 2012Lecture Notes

Jackie Reau

The Long Tail & Sports Audiences

Audience Segmentation Better Understanding

Deliver Enhanced, Personal ExperienceQuicker Conversion to Avid Fan?

In Sports, who is Britney and who can be No Doubt?

About sports…

Link to full report:

http://media.gamedaypr.com/LPGA%20Futures%20Tours/%233%20LPGA%20booklet.pdf

Cincinnati Soccer

Setting the Foundation

Cincinnati Soccer HistoryThe game of soccer has a long history in Greater Cincinnati, both with professional teams and youth leagues. Cincinnati

boasts the second-largest participation of soccer in the country, second only to the Kansas City area (based on per capita). Pro soccer teams, both indoor and outdoor, who have helped grow the sport, include:

Cincinnati Kids: The team was one of the founding members of and played in the Major Indo or Soccer League, which existed from 1978 to 1992. The Cincinnati Kids played its home games for one year in the old Riverfront Coliseum, now

U.S. Bank Arena.

Cincinnati Riverhawks: The team initially played in the Premier Development Soccer League’s Mid-South Division of the United Systems of Independent Soccer Leagues in 1997 and played in various divisions until the 2003 season.

Cincinnati Cheetahs: The team played in the U.S. Inter-Regional Soccer League for the 1992 and 1993 seasons. In 1994, the Cheetahs returned to play two seasons in the Inter-Regional Soccer League’s Midwest Division’s Eastern conference.

Cincinnati Comets: The team played in the American Soccer League (ASL), a league that existed from 1933 until 1983. The Comets played four seasons (1972-1975), winning the ASL championship in its first season.

Cincinnati Ladyhawks: The Ladyhawks originally played in the W-2 Divisions Central Division of the United States Women’s Soccer League. In its first season in 2000, the Ladyhawks finished in second place in its division. The team no longer

competes.

Cincinnati Silverbacks: Professional indoor soccer team that played in the National Professional Soccer League (NPSL). The Silverbacks remained in the National Professional Soccer League for three seasons until 1998.

Cincinnati Kings: Professional indoor soccer team that competed in the PASL for the 2010, 2011 seasons at the Cincinnati Gardens. The team no longer competes in the PASL and dropped down a division for 2012.

You Be the GMYour decisions in 15 minutes with one credible

source for each decision.

Name of the teamColors/Mascot

Indoor/OutdoorLeagueVenue

# of Games to be Played

Audience Development• Determine primary and secondary targeted fan

base and qualify/quantify it with a minimum of three sources

• Develop a ticketing plan based on capacity (single ticket sales, group sales, community tickets)

• Develop a paid media buy plan to reach the target audiences

Communications• Develop a strategic communications plan for

announcing the team

• Develop an editorial schedule of when team information will be released to media throughout the season

• Develop an editorial schedule for social media platforms used to promote the team to fans

Community Relations• Develop mission statement for community

relations efforts

• Identify a minimum of three non-profits with whom to strategically partner to build community loyalty

• Determine six community events that players and team representatives will participate

Game-Day Promotions/ Sponsorship

• Develop a timeline for the game-day experience (pre-game to post-game)

• Develop a game-day promotional schedule for the season

• Develop a sponsorship sales plan to support the game-day promotions with concept, cost and expectations for results)

Budgets• Revenue Goal: $200,000• Ticket sales/sponsorships/other

• Marketing Budget: $50,000• Player Payroll: $75,000• Venue/League Expenses: $50,000• Game Day Promotions: $20,000• Community Relations: $5,000

Group Project Discussion

September 24 • Read and analyze Sports Business Journal

article• Summary of the article• Your opinion on how a Cincinnati soccer team

could use a similar approach for success with three key ideas

• Future of Media in Sports • Guest: Jamie Smith, publisher of the Business

Courier