Summer School
Sport Event Marketing
Summer School Sport Event Management
STRATEGIC MANAGEMENT & ADVANCED MARKETING FOR SPORT ORGANIZATIONS (24 H)
Video : Program Week 1
Teasers introduction :
- Stephen Curry 2015 MVP Tribute: « NOW AND FOREVER »
- Together | LeBron James
- Marseille, a football city
- Christopher Pratt Vendée Globe
- OM
- D-WADE
- Liverpool
- NBA Lane | “Welcome to NBA Lane”
- Formula 1
Lecture 1 / Day 1 Live on zoom 1pm to 3.45-4 pm: Sport Business Ecosystem
Powerpoint presentation : Sport Business Strategy 1
- How David Stern Saved The NBA
- David Stern (Former NBA Commissioner) at Seton Hall University
- Sport Business
- IMG
- CAA Sports
- Octagon
- Mark McCormack : What They Don’t Teach You At Harvard Business School
- Magic Johnson : 32 Ways to Be a Champion in Business
- The Elusive Fan by , and
- KOSMOS – Gerard Piqué
- Managing assets in the field of sports special events
- Business Ecosystem
- Resource-Based View
- Manchester City Annual Report
- Real Madrid football club: A new model of business organization for sports clubs in Spain
Video :
- Former NBA Commissioner David Stern Looks Back On Career in Keynote at UMass Amherst
- How NFL teams make money
- Inside Bayern Munich: Business of Sport Special
- World sports franchise business
- The Dallas Mavericks owner explains why owning a sports team is unlike any other business
- Football and Money : 6 Ways in which football clubs make money !
Challenge 1 Students Groups Worskhop
- Groups creation : 4-5 students per group
- Sport Business Case Choice / Final Exam
- ColdPlay Event Business Model : inputs ? outputs ? Value Proposition ? Value Creation ?
Lecture 2 / Day 2 Sport Business Models
Powerpoint presentation : Sport Business Strategy 2
Materials and links :
- Business Model Community
- Build better business models
- Manchester United Business Model
- NFL Business Model
- Managing and Modeling the Combination of Resources in Professional Sporting Events
- Open13
- 4 Slam Tennis Academy
- Karti P.Chidambaram
- Palaniappan Chidambaram
- All In Academy
- All In Management
- Rolex Paris Masters
MHR Business Case Study :
- Montpellier Rugby Club
- MHR BP presentation (PPT) : MHR16
- Internal Business Case MHR by Denis Navizet (french version)
Challenge 2 Students Groups Worskhop
- Open13 Provence Strategic Vision
- RBV Analysis of your exam business case
Lecture 3 / Day 3 Relational Business Model
Powerpoint presentation : Sport Business Strategy 3
Materials and links :
- Skoda VIP Program Tour de France
- How to Plan Your Own Networking Event (and Invite the Right People)
- Le VIP, c’est un métier
- Ne confondons pas hospitalités et relations publiques !
- Public Relations ATP Events
- IMG Hospitality
- Sport Public Relations and Communication by Maria Hopwood, James Skinner & Paul Kitchin (Broché)
- Sports Public Relations by Jackie L’Etang (Broché)
- Video : Levi’s® Stadium Suite Testimonials
- Video : Formula 1® Australian Grand Prix, Corporate Hospitality Suites
- Video : Arsenal: Premium Hospitality
- Video : Party time : Rituels festifs dans le monde du BtoB
- Video : 2018 FIFA World Cup™ – The Best of Hospitality
Challenge 3 Students Groups Worskhop
- Lyon Strategic vision
- Business Model Implementation for your exam case
Lecture 4 / Day 4 : Reputational Business Model
Powerpoint presentation : Sport Business Strategy 4
Materials and links :
- Bielsa, une Réputation au naturel (France Football)
- The Players Tribune
- Reputation Institute
- NFL Seahawks branding : 12th Man
- MLS Seattle SoundersFC Style Guide
- Importing Sport Organisation Reputation in China : the Case of Olympique Lyonnais Football Club
- Managing E-Reputation and Key Stakeholders in the Context of Sport Expressive Organizations
- Reputation Insititute 2019 : Companies Ranking
- Reputation Institute 2017 : CSR Ranking
- Reputation Institute : Countries – Cities Reputation 2018
- Video : What is Reputation? [Charles Fombrun]
- Video : What are the 7 dimensions of Reputation?
- Video : The RepTrak System
- Video : Tour de France Teaser
- Video : THE ODYSSEY | Roland-Garros 2019
- Video : NBA Authenticity
- Video : Canadiens legend Beliveau honored at Bell Centre
Challenge 4 Students Groups Worskhop
- Reputational Strategic Management for your exam case
- Business Roadmap presentation work in progress
Lecture bonus : Cultural – FRM Business Model & communication
Powerpoint presentation : Sport Business Strategy 5
Materials and links :
- Redefining the future of sports – how emerging tech will evolve the fan experience
- The Future of the Sports Fan
- The Stadium Experience Keeping sports fans engaged—and loyal
- How Technology is Changing the Sports Fan Experience
- Game plan for enhancing fan engagement (Deloitte)
- Fan Engagement Manager Brentford FC
- Sacramento Kings Continuing Push To Remain NBA’s Tech Leader
- Swinging for the Fences with Sport Fan Engagement Tactics
- Superbowl XLIX and the Future of Sports Fan Engagement
- Sport Monetisation Series: Fan Engagement
- The battle for fan engagement
- Fan Engagement 2016 Year In Review: 100 Global Fan Engagement/Experience Activations
- Atlanta Falcons Smarter Stadium
- Cisco Fan Experience
- Atos global insight of making stadium smart
- The World’s Most High-Tech Stadium
- G2 Strategic (Marshall Glickman)
- Global Spectrum
- AEG Facilities
- From CRM to FRM: Applying CRM in the football industry
- CRM in Football – The Case of Manchester City FC
- Fan Relationship Management is key in Professional Sports
- The Sports Fan Journal
- 12h Man Seahawks Texas A&M
- How teams can use Maslow’s hierarchy to build fan relationship
- Legia’s Fan Loyalty Programme
- Fan relationship management is key in professional sports
- Want to ‘high-five’ Ronaldo? With this app, soon you’ll be able to
- Engaging Sports Fans at Games
- Fans. Passions. Brands. Global Study on Football (Soccer)
- The economics of fan engagement
- Data strategy ATP
- Infographic Friday: The Future of the Sports Fan
- 8 Digital Trends Driving The Transformation Of Sports
- 2016 MIT Sloan Sports Analytics Conference in Boston
- Video : IBM Partners for a Smarter New Atlanta Stadium
- Video : The new Santiago Bernabéu
- Video : MIT Sloan Sports Analytics Boston
- Video : O2 Arena
- Video : Fan Expérience La Poste
- Last Video : Any Given Sunday : Inch by Inch Al Pacino
Lecture 5 / final Day : Students Business Strategy Challenge Final Presentations
Download : Exemple of student presentation
Sport Marketing & Communication (9H)
with Jean-Philippe Danglade (15H)
Video : Program Week 2
Lectures 1 / Day 1 : Sport Business Marketing Trends & Stakes
Presentation : Sport Business Marketing 1
Materials & Links :
- Sport Business
- IMG
- CAA Sports
- Octagon
- Mark McCormack : What They Don’t Teach You At Harvard Business School
- Magic Johnson : 32 Ways to Be a Champion in Business
- The Elusive Fan by , and
- KOSMOS – Gerard Piqué
- «Fan Relationship Manager» et «Sponsorship Activation Manager», deux métiers d’avenir dans le sport business
- Pour un héritage culturel éducatif de Paris2024
- Video : How to create your own luck by Philippe Gabilliet
- Video : Dwyane Wade commercial x Budweiser #OneLastDance
Challenge 1 / Day 1 Students Groups Worskhop
- Groups creation
- Sponsorship Activations with Club or Event Brand presentation / Final Exam
Lecture 2 & 3 / Days 2 & 3 : Sponsorship Activation & Cause Related Marketing
Presentation : Sport Business Marketing 2 & 3
Materials & Links :
- A Formula For Multiplying The Financial Value Of Sponsorships
- How To Activate A Sponsorship – 12 Top Tips To Greater Success
- 10 Essentials to Sponsorship Activation
- The Art of Activation
- ASO Says Sponsorship Packages For This Year’s Tour De France ‘Almost’ Sold Out
- Activative
- TXM Sponsorship Activation Vision
- PSG Commercial Strategy – JC Blanc
- PSG / Accor ALL in China
- Inside PepsiCo’s “One For All, All For One” Sponsorship Strategy
- IEG Coca Cola Olympics
- Video : Taco Bell NBA
- How to Increase Fan Engagement in Sponsorship Activation through Social Media
- Maximizing the ROI of Your Sponsorship Program in 2019
- Sponsorship in Marketing: Effective Communication through Sports, Arts and Events by Bettina Cornwell (Routledge)
- Partnership Activations
- NBA Cares in Oakland
- NBA Care
- ESPN Corporate Citizenship
- Video : Intel Experience by Fred Viktor
- Benfica Safety video | Emirates Airline
- Video : Budweiser | One Team
- Video: BNP Paribas We Are Tennis
Challenge 2 Students Groups Worskhop
- Selection of 2 sponsors + arguments for network introduction and fit
Challenge 3 Students Groups Worskhop
- VREE analysis and Activations Program
Lecture 4 : Best Practice Sponsorship Activation – Rolex
- Rolex Private Presentation on zoom and debate on post Covid Sports Marketing & Communication Trends and Evolutions
Challenge 4 bonus Students Groups Worskhop
- Rolex Athlete and/or Event Choice + VREE
Lecture 5 / final Day 5 : Groups Sponsorship Activations Final Exam
Download : Students Sponsorship Activations example
