Study of Sport Management & Sport Communication Lecture 2: Magnitude of the SI Growth

1. Chapter 1: Study of Sport Management and Sport CommunicationLecture 2{Date}

2. Magnitude of the SI Growth Segmentation Role of communication within Focusing on the study of SC/SI Preparing for a career in sport communication: Undergraduate and graduate options Increasing marketability through ancillary activities SC literature Academic and professional organizations Lecture Outline

3. Opportunities through education, experience, and networking Shifted intentions Rewards Challenges Difficulties Profile of a Sport Communicator: John K. Koluder

4. First three chapters introduce field of SC Studying Careers History and growth Study of Sport Management and Sport Communication

5. SI is defined as the market in which the businesses and products offered to its buyers are sport related and may be goods, services, people, places, or ideas (Pitts & Stotlar, 2002). SI has sociological, political, legal, financial impact: Sport is a major institution SI is ranked in top 10 $213B (2X auto industry; 7X movie industry) Some estimates much higher (i.e., $324B) Sporting goods ($26B), Professional services ($15B) Spectator spending ($26B), sport travel ($154B) Fantasy football ($2.1B), team expenses ($23B) Recognizing the Magnitude of the Sport Industry (SI)

6. Business of sport continues to expand Sport Industry: $50B (1987); $152B (1995); $213B (2006) Franchise values: Redskins, $1.1B; Yankees, $950M NCAA growth: 1,200 members; 360,000 students; 23 sports; OSU has 36 teams, 900 athletes, $90M revenue Through its coverage of and makeup in the SI, sport communication plays a critical role Increase in coverage in traditional and legacy platforms Increase in terrestrial and satellite radio, mobile units, the Internet, and TV: College: CBS’ 11-year, $6B with the NCAA Olympics: NBC’s $894M (2008); $1.18B (2012) Pros: NFL’s national deals pay $3.7B annually Growth of the SI

7. NASPE/NASSM: Sociocultural, management and leadership, ethics, marketing, communication in sport, budget and finance, legal aspects, economics, governance, field experiences Pitts, Fielding, & Miller: Performance, production, promotion Meek: Entertainment, products and services, support organizations Mullen, Hardy, & Sutton: Primary marketing functions Li, Hofacre, & Mahony: Firms and organizations that produce sport Segmentation of the SI

8. Plays a vital role in any segmentation model Involves personal and organizational communication…not in the models Plays key role in management of sport; needed for professionals to set strategies, advertisers to promote products, and media members to cover sports. Main reason for the growth of the SI Vital to continued growth of SI Often learned in academia Role of Communication in SI

9. SM: The study and practice of all people, activities, businesses, or organizations involved in producing, facilitating, promoting, or organizing any sport-related business or product (Pitts & Stotlar, 2002) SI growth = demand for trained and educated individuals Formal education Began in 1966 Few opportunities before 1980s Now 200+ undergraduate, 100+ master’s, 12+ doctoral (USA) SM programs and courses: Global, associates, secondary, online Focusing on the Study of Sport Management (SM)

10. SM study includes many content areas All courses involve aspects of SC Importance of studying SC Understand and appreciate role, impact Become skilled communicators Increased SC courses because… Increase in sport coverage Demand for skilled SM professionals Focusing on the Study of Sport Communication (SC)

11. SC study is interdisciplinary Sport management, interpersonal communication, advertising, broadcasting, communication, cinema, electronic media, electronic journalism, film, finance, informatics, and information services to journalism, law, management, marketing, mass communication, new media, public relations, speech, and writing (continued) Preparing for a Career in SC

12. Absorb all the education possible, and be aggressive in pursuit of on-the-job training along the way Preparing for a Career in SC (continued)

13. 1. Major in SC 2. Study SC within another program Minor or emphasis in SM, PR, journalism, telecommunications 3. Take individual SC courses 4. Supplement with additional courses and practical experience PR, writing, marketing, communications, advertising, journalism, production, technology, marketing, another language Develop skills in internship, practicum, volunteer, and work Options at Undergraduate Level

14. Study SC at master’s level SC program SC emphasis in another discipline SC elective courses Study SC at doctoral level Preparation for leadership positions in academics or athletics Options at the Graduate Level

15. Read SC literature and join SC orgs Read SC literature Books on niche segments Textbooks Practical and tutorial Biographical Sociological and cultural Critical media analyses Academic and trade journals International Journal of Sport Communication Journal of Sports Media, Journal of Sport Management SportsBusiness Journal, NCAA News, SportsTravel Increasing Your Marketability Through Ancillary Activities

16. Provide educational and networking opportunities Professional COSIDA, APSE, AWSM American Sportscasters Association (ASA) U.S. Basketball Writers Association (USBWA) Football Writers Association of America (FWAA) National Collegiate Baseball Writers Association (NCBWA) Academic North American Society for Sport Management (NASSM) North American Society for the Sociology of Sport (NASSS) Sport Marketing Association (SMA) Join Academic or Professional Organizations

17. How has SC contributed to the growth of the SI? Why are communication skills important in any sport position? Which segmentation model do you think most addresses the SI’s scope? How do these models classify SC? Why is skill development important? How can learning additional languages benefit you? Why is studying SC important? How do academic and trade publications facilitate the growth of SC? How does the growth of academic programs facilitate the development of professionals in SC? How do professional associations contribute to the SC field? Discussion Questions