Sports business unplugged : leadership challenges from the world of sports

목차 (Table of Contents)

• CONTENTS
• List of Illustrations = ix
• List of Tables = xi
• Foreword / DAVID STERN = xiii
• Acknowledgments = xv
• Abbreviations = xvii
• Introduction = xix
• Part One. Marketing and Sponsorship
• 1. Can More Sponsors Seize the Day, and the Activation? = 3
• 2. Space : The Next Frontier in Sports Sponsorship? = 6
• 3. Benefits of Long-Term Sports Partnership Worth Going "All In" = 9
• 4. Has Experience Trumped Sports in Sponsorship Market? = 13
• 5. Are Big Numbers Masking Competition for Sponsorship Dollars? = 16
• 6. Assessing the Impact of the NHL Lockout on Fans, Sponsors = 19
• 7. How Fan, Sponsor Reactions Factor into Team Decisions = 23
• 8. Are Ads Featuring Female Athletes Effective with Consumers? = 26
• 9. How Can Sports Compete for the Hearts, Minds of Youth? = 30
• 10. As NFL Lockout Continues, Sponsors near the Death Zone = 34
• 11. Understanding Why Sponsorship Continues to Grow = 38
• 12. Could Sponsor Alliance Spread to North American Sports? = 42
• 13. When Athletes Become Legends, Do Their Sponsors Also? = 46
• 14. Strategy Session : Keys to Marketing to Youth = 50
• Part Two. The Olympics
• 15. IOC Has Opportunity to Create True International Sports Network = 55
• 16. How Will Olympic Sponsors Respond to Future Host Sites? = 59
• 17. Bach's History a Signal That His Leadership Will Be Proactive = 62
• 18. What Is Your Sports Property Doing to Build, Keep Its Fan Base? = 66
• 19. Soaring Cost of Olympic Host Bids Concerns Ueberroth = 69
• 20. Beyond London : Building on Olympic Fan, Sponsor Interest = 72
• 21. Deighton Balances Economic Realities with Legacy Expectations = 75
• 22. How IOC's Pound Sees Anti-doping, Marketing Efforts Evolving = 79
• 23. Analysis Must Show NHL the Value of Olympic Competition = 83
• 24. U.N. Role Offers IOC Chance to Place Sport amid Global Priorities = 87
• 25. Opportunity Now for Paralympics to Grab N. American Spotlight = 90
• 26. U.S. Facing a Generation without Playing Host to Olympics = 93
• 27. Consider Intangibles When Weighing Olympic Host-City Benefits = 97
• Part Three. Looking at How Things Are Done in Canada and around the Globe
• 28. How to Bridge the Sports Research-Practitioner Divide = 103
• 29. Grey Cup's Centennial Should Have Marketers Taking Notice = 107
• 30. Reasons to Believe in India Football League = 110
• 31. Results of Canadian Sponsorship Study Relevant for Everyone = 113
• 32. Resurgence Changing How Sports World Views Canadian Market = 117
• 33. What Americans Can Learn from Sports Day in Canada = 120
• 34. Assessing Vancouver after Facts, Accusations, Shades of Truth = 123
• 35. NHL Must Be Strong on Power Plays of Innovation, Globalization = 127
• 36. Why Canada's Paint the Town Red Program Looks Like a Winner = 131
• Part Four. Making the Sports World a Better Place
• 37. Rollerball Flashback : How Virtual Reality Replaces Violence = 139
• 38. Top 10 List of Reasons Why the NCAA Still Matters = 142
• 39. Are We Serious Enough about Diversity to Welcome All? = 147
• 40. Second-Tier Events, Health Initiatives Will Gain Foothold in 2015 = 150
• 41. This Industry Could Learn Something from Scholars = 153
• 42. CrossFit Shows Strength to Excel among Participatory Sports = 157
• 43. The Growing, Changing Nature of Sports Management Instruction = 160
• 44. How to Spot, Benefit from Next Disruptive Innovation in Sports = 163
• 45. When Goliath Doesn't Win - and Why = 167
• 46. Sports Industry Must Find Moral Courage to Act amid Crisis = 170
• 47. Gender Equity Best Served by Creativity, Not Loopholes = 174
• 48. The Secrets of Leadership Are Often Found at the Bottom = 177
• 49. Failing to Prepare Athletes for Lifestyle Only Feeds Problem = 180
• 50. Why Lacrosse's Popularity Is Spreading across the U.S. = 184
• Index = 189