SPORTSMARKETIN

GAn international

perspective

Michel Polski2006

BIB

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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