Power and Sports Networks. Extreme Sports and the Media. Top Sporting Goods Retailers

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1 SPORT 80 MANAGEMENT DIGEST Sport Management Digest Journal of Sport Management, 2003, 17, Human Kinetics Publishers, Inc. Power and Sports Networks Framed within network theory, this study investigates the relationships between national sport governing bodies (NSGBs), the media, and corporate sponsors. The authors contend that network theory provides an insightful approach into exploring dynamic sporting environment and gaining further understanding of exchangebased phenomena. Using a qualitative research paradigm and set within an Irish context, the authors undertook a two-tiered study. The first stage included exploratory research with key respondents and the second stage utilized in-depth interviews with four sub-samples of participants. The analysis focuses on the impact of change drivers and the nature of relationships over time leading to the development of a proposed model to demonstrate the power relationships within a sport network context. Wolfe, R., Meenaghan, T., & O Sullivan, P. (2002). The sports network: Insights into the shifting balance of power. Journal of Business Research, 55(7), Extreme Sports and the Media This article focuses on the growth of extreme sports in the United States. Increases in television audiences for ESPN s X-Games and NBC s Gravity Games and the number of corporate sponsors provide evidence of the growing popularity of extreme sports in recent years. In fact, the author notes the rise in the participation of certain extreme sports, namely snow-, skate-, wake-, and surf-boarding as well as bicycle motorcross and the expected growth of these sports until As one example of the marketing implications of this participation and the audiences watching extreme sports, the marketing strategy for one of Hershey s new products is presented. Given the buying power of Gen X and Y culture, the sport and entertainment marketers are taking notice of the audiences and participants of extreme sports. Raymond, J. (2002). Media channels. The demographics of media consumption. Going to extremes. American Demographics, 24(6), Top Sporting Goods Retailers Based on retail sales in the United States in 2001, Sporting Goods Business undertook a survey of the top 100 sporting goods retailers. Sullivan reports on these companies, providing the name of the retailer, the amount of its 2001 sales, the number of stores these companies have, and insights into reasons for the company s 80

2 Sport Management Digest 81 impressive sales record. As well, detailed reports are provided on specific retailers in order to explain some of the successful strategies they have used to attract and retain consumers. Among the top five retailers in 2001, we find Foot Locker, The Sports Authority, L.L. Bean, Dick s Sporting Goods, and Famous Footwear. Sullivan, M. (2002). Retail top 100. Behind the numbers. Sporting Goods Business, 35(6), Nike and Women Even if Nike is named after the Greek goddess of victory, the company has essentially been about men. In the article, Warner reviews marketing and product strategies recently adopted by Nike to win over the clientele of women. The creation of Nike Goddess, a store designed for the female market in Newport Beach in California, and the creation of active lifestyle products (as opposed to sport-specific products like basketball shoes, running shoes, or soccer shoes) have allowed Nike to expand its market. Executives at Nike appear to understand that their traditional marketing strategies have not been highly successful among its female clientele. Developing products and marketing aimed at physical activity and active lifestyle is the approach Nike is adopting to attract women as customers. Warner, F. (2002). Nike s women movement. Fast Company, 61, The Business of Formula One Formula One racing is expanding beyond its European roots. With more television and trackside spectators, the sport should be basking in its success; however, Formula One is dealing with financial crises. Some examples are the bankruptcy of Kirch, the German media organization in control of SLEC, the company that owns the marketing broadcasting rights of Formula One; the demise of the Prost team and the layoffs of employees in other racing teams; and the threat of a new racing competition set up by the five major Formula One car manufacturers. The author outlines the expenses involved in the sport and the need for major corporate financial support to ensure the viability of Formula One. Barnard, B. (2002). Formula One s formula for success. Big money sport not for the fainthearted fan or investor. Europe, 418, Career as Sport Information Officer Building on previous literature, this article presents current demographics of the profession of intercollegiate sports information directors and advice for potential employers seeking to enter the profession. The profile of this profession was obtained from the responses to an online survey of 83 sports information directors in

3 82 Sport Management Digest schools participating in Division I-AA and Division I-A football. The results indicated that males are more predominately represented in sports information director positions and members of a professional organization. In addition, the results reported various challenges evident in the role. Recommendations for potential employees in the field were also identified and discussed. Hardin, R., & McClung, S. (2002). Collegiate sports information: A profile of the profession. Public Relations Quarterly, 47(2), Risk and Liability in Baseball Risk and liability insurance in Minor League Baseball is the subject of this article. With a focus on one AA baseball team, the Reading Phillies, Bloss discusses the strategies developed by the team owners regarding risk management and insurance. Examples of recent incidents in Reading involving foul balls hitting fans and mascots being injured are discussed. As well, the author outlines the team s five major areas of operations when it comes to risk management: parking, concessions, security, first aid, and maintenance and house-keeping. The concerns specific to these five areas are also identified and explained. Bloss, B. (2002). Managing risk at the ol ball game. Rough Notes, 145(6), Citizens Role in Public Recreation In this article, Glover examines the relationship between citizenship orientations and recreation service production. Using Marshall s citizenship theory, the author investigates three citizenship orientations: civil citizenship (i.e., rights for individual liberty), political citizenship (i.e., participation in the democratic process), and social citizenship (i.e., access to resources to live based on standards of society). With respect to ideal types of production models, Glover focuses on direct provision (i.e., recreation services are provided by the local government), contract (i.e., a private organization provides recreation services on behalf of the local government), and co-production (i.e., individuals and community groups work together with the local government to provide recreation services). By selecting three community centers supporting characteristics of the different production models, the author was able to show that there is a relationship between citizenship and service production. Implications for future research are also discussed Glover, T.D. (2002). Citizenship and the production of public recreation: Is there an empirical relationship. Journal of Leisure Research, 34(2), Buying a MLB Team: A Profile of Donald Watkins This article provides a profile of Donald Watkins, a successful businessman who is aspiring to become the first African-American owner of a Major League Baseball

4 Sport Management Digest 83 Team. Watkins successful endeavor, Alamerica Bank, has led to other business ventures in real estate, oil, and timber. Watkins interests in ownership of a professional sport franchise are outlined as well as his reasons for selecting baseball and Major League Baseball. He also discusses some of the strategies he plans to implement to provide entertainment to fans. In the article, Watkins offers his opinions on the current state of the business of professional sport and Major League Baseball. Welles, E. (2002). The player. Fortune Small Business, 12(5), Soccer in China The author discusses how soccer has now become one of the most popular sports in Chinese society. Initial government involvement in the promotion and the organization of the sport throughout the country followed by the involvement of the private sector into competitive soccer (i.e., Chinese National Football League) and developmental soccer (i.e., Chinese Football Association) are outlined. Popularity for the game is also evident among fans. Finer also argues that China s increasing love for the game had led to similar problems found in other nations, that is, problems of hooliganism and clashes between fans and riot police as well as corruption in the form of referee match-fixing in league soccer. Finer, J. (2002). The hopes of a nation. Far Eastern Economic Review, 165(22), Sponsorship of Soccer in the US In this short article, Dawidowska discusses the increasing popularity of soccer in the United States and she provides general demographical data of the American fans. She argues that this popularity is attributed to recent media coverage of soccer and the extensive coverage of the US women s World Cup victory in Soccer s increased prominence in the US has been noticed by the corporate sector. Several examples are provided to demonstrate how large American-based corporations are now endorsing athletes (e.g., Procter & Gamble, Gatorade, and Mattel s sponsorship of Mia Hamm) and supporting soccer initiatives (e.g., General Motors and its support of youth soccer). Dawidowska, K. (2002). Goooooaaallll? American Demographics, 24(6), Sport Management Curricula Issues of globalization and internationalization are becoming more prominent in the field of sport management. Faculty members of academic programs in colleges and universities have generally responded by increasing the international

5 84 Sport Management Digest content of their courses. The authors provide the readers with different approaches to follow in order to internationalize the sport management curriculum. As well, issues and challenges to internationalizing the curriculum are presented. From the results of a survey of 95 sport management educators, the authors found that most respondents felt ill-prepared to internationalize the content of the courses they taught. However, these respondents felt strongly about the need to internationalize the content of the sport management courses and thus, they made efforts to internationalize the curriculum. Li, M., Ammon, R., & Kanters, M. (2002). Internationalization of sport management curricula in the United States: A national faculty survey. International Sports Journal, 6(2), Tobacco Involvement in Auto Racing Third party advertising and co-branding have allowed tobacco manufacturers to circumvent advertising restrictions and gain visibility in advertising medium. This article provides several examples where tobacco products have shared visibility in ads focusing on other products. For examples, alliances between TAG Heuer watches and Philip Morris are discussed where the promotion of TAG Heuer watches include the feature of Formula One s West [cigarette brand name] racing car. A similar example for Honda is also provided featuring pictures of Formula One racing cars (where cigarette brand names are evident, i.e., Lucky Strike and Benson and Hedges). Impressions and insights from advertising executives about third party advertising are presented and discussed. Several photographs included in this article depict how tobacco manufacturers are successfully circumventing advertising restrictions to showcase their brands via the promotion of other products. Dewhirst, T., & Hunter, A. (2002). Tobacco sponsorship of Formula One and CART auto racing: Tobacco brand exposure and enhanced symbolic imagery through cosponsors third party advertising. Tobacco Control, 11(2), Compiled by Lisa A. Kihl, and Lucie Thibault Edited by Lucie Thibault