Marketing the Sports Organisation: Building Networks and Relationships

320 Pages·2008·7.238 MB·English

by  Alain Ferrand, Scott McCarthy

Marketing the Sports Organisation
Marketing and the world of sport overlap in two main ways: in the marketing
of sports related products and services, and in the use of sports to market a
broader range of products and services. Marketing the Sports Organisation intro-
duces the most effective marketing methods and tools available to sports
organisations, and offers practical, step-by-step advice for sports organisations
in the use of relationship-marketing techniques.
Comprehensive and innovative in its approach, the book includes:
(cid:127) A practical framework for implementing relationship marketing through-
out the product and service range
(cid:127) An in-depth examination of tools and methods that increase the value of
the product for the consumer
(cid:127) A genuinely international approach, applicable in all countries
(cid:127) Detailed international case studies from the world of sport.
Offering a thorough introduction to first principles in sports marketing, and
focused throughout on best practice, this book is essential reading for all
students of sport and business marketing, and for all professionals seeking to
improve their sports marketing activity, in both commercial and non-profit
environments.
Alain Ferrand is Professor of Marketing at the University of Poitiers,
Director of the Business and Research Centre (CEREGE), Director of the
Masters in Sport Organisations Management conducted in French, and an
Associate Professor at the University of Turin and the Scuola Dello Sport,
Rome (Italian Olympic Committee – CONI Servizi).
Scott McCarthy has been Chief Executive of the British Judo Association
since 2002. Before that he was Chief Executive of the Irish Basketball Associ-
ation and spent ten years as a Foreign Service Officer for the United States
Department of State.

Marketing the Sports
Organisation
Building networks and relationships
Alain Ferrand and Scott McCarthy
First published 2009
by Routledge
2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN
Simultaneously published in the USA and Canada
by Routledge
270 Madison Ave, New York, NY 10016
Routledge is an imprint of the Taylor & Francis Group, an informa
business
This edition published in the Taylor & Francis e-Library, 2008.
“To purchase your own copy of this or any of Taylor & Francis or Routledge’s
collection of thousands of eBooks please go to www.eBookstore.tandf.co.uk.”
© 2009 Alain Ferrand and Scott McCarthy
All rights reserved. No part of this book may be reprinted or
reproduced or utilised in any form or by any electronic,
mechanical, or other means, now known or hereafter
invented, including photocopying and recording, or in any
information storage or retrieval system, without permission in
writing from the publishers.
British Library Cataloguing in Publication Data
A catalogue record for this book is available
from the British Library
Library of Congress Cataloging-in-Publication Data
A catalog record for this book has been requested
ISBN 0-203-89303-4 Master e-book ISBN
ISBN10: 0–415–45329–1 (hbk)
ISBN10: 0–415–45330–5 (pbk)
ISBN10: 0–203–89303–4 (ebk)
ISBN13: 978–0–415–45329–5 (hbk)
ISBN13: 978–0–415–45330–1 (pbk)
ISBN13: 978–0–203–89303–6 (ebk)
To my family, my friends, the MEMOS community and all my students.
Alain Ferrand
To my family, friends in the MEMOS network, and colleagues within
British sport.
Scott McCarthy
To Alberto Madella.

Contents
List of figures ix
List of tables xiii
Foreword xv
Preface xvii
Acknowledgements xxi
Abbreviations xxii
Introduction 1
1 Relationship marketing for sports organisations: theoretical
foundations and challenges 10
2 Strategic analysis for relationship marketing 53
3 Issues in implementing a relationship-marketing strategy 99
4 British Judo case study: relationship-marketing principles in a
national governing body of sport 197
5 Conclusion 254
Notes 281
References 282
Index 287

Figures
I.1 Differentiation between products and services 3
I.2 The sports industry and its related sectors 5
1.1 The sporting activities market and its environment 12
1.2 External stakeholders in the sporting activities market 13
1.3 The sports activities system 14
1.4 The two types of relationship-marketing theory 17
1.5 Relationship-marketing cornerstones 19
1.6 Relationships between stakeholders in the OHF network 21
1.7 The dimensions of a relationship between two parties 24
1.8 Evolution of the components and the stages in the
relationships between parties 25
1.9 Broad versus narrow definition of a stakeholder 26
1.10 The stakeholder network for EuroBasket Women 2007 28
1.11 Stakeholders in the sports event market 30
1.12 Illustration of a possible change in the status of the
FIBA’s sponsors with respect to EuroBasket Women 30
1.13 The relationships between the main stakeholders in
the ‘Noi 2006’ programme 32
1.14 The six phases of the stakeholder management process 33
1.15 Relationship between the four aspects of
stakeholder theory 34
1.16 Marketing end goals in relation with the different
aspects of stakeholder theory 35
1.17 Partnership levels and associations with the activities
of Swiss Olympic 42
1.18 Sports organisation marketing shift 48
1.19 The three categories of relationship 49
1.20 A framework for sports organisation marketing 52
2.1 The phases of strategic and operational marketing 55
2.2 The strategic management cycle 56
2.3 Superimposing the strategic and marketing cycles 57
2.4 Strategic decisions concerning relationship marketing 58