Sport Event Management Exam II

What are external drivers?

Factors that sport event managers have no control over

What External Drivers are Common for All Sport Events?

• Per Capita Disposable Income
• Time spent on leisure and sports

What External Drivers are specific to Spectator Sport Events?

• External Competition
• Households earning more than $100,000
• Broadband connections

What External Drivers are specific to Participant Sport Events?

• Corporate Profit / Advertising Expenditures
• Athletics participation rates (previously)

What are success drivers?

factors that Sport Event Managers have control over

What Success Drivers are common for All Sport Event Types?

• Revenue from Additional Sources
• High Profile in the Market

What Success Drivers are specific to Spectator Sport Events?

• Create loyal customers
• Close monitoring of competition

What Success Drivers are specific to Participant Sport Events?

• Adopt new technology
• Attracting local support

What are the five parts of Mintzberg's Organizational Configuration?

• Strategic Apex
• Middle Line
• Operating Core
• Technostructures
• Support Staff

What is the Strategic Apex?

Formed by those at the very top of the hierarchy (managers) and their own personal staff

What is the Middle Line?

managers linking between the strategic apex and operating core

What is the Operating Core?

the operators carry out the basic work of the organization (input, output, and direct support tasks)

What is the Technostructure?

the group of specialists who help standardize the organization.

What is the Support Staff?

supports the functioning of the operating core indirectly, that is, outside the basic flow of operating core

What are Mintzberg's Five Configurations?

1. Simple Structure
2. Professional Bureaucracy
3. Machine Bureaucracy
4. Divisionalized Form
5. Adhocracy Structure

What is Simple Structure?

Characterized by little to no technical staff, a loose division of labor, and a small management hierarchy. The leader (strategic apex) directly supervises staff, making it highly centralized and flexible

What is Machine Bureaucracy?

Highly structured with standardized work processes, this type relies on a strong "technostructure" (analysts who standardize work) and middle management

• Elaborative administrative structure, with sharp distinctions between people who are in the middle line and in the operating corps

What is a Professional Bureaucracy?

Relies on the standardization of skills rather than processes. The "operating core" (professionals) is the key part, holding high independence

• More standardization of skills and there are associated parameters such as job design, some training, and formalization of rules and regulations

What is a Divisionalized Form?

Features semi-autonomous divisions managed by a central head office. Coordination is done via standardization of outputs (e.g., performance goals). The "middle line" is the key part, managing multiple product groups.

What is an Adhocracy Structure?

A highly flexible structure with little formalization. It relies on mutual adjustment, cross-functional teams, and innovation

• Very organic, little formalization of behavior
• A lot of knowledge and ability within the people that are in the organization, but they take on many different roles at many different times

What are the Four Phases of the Event Planning Timeline?

1. Development Phase
2. Planning Phase
3. Implementation Phase
4. Evaluation Phase

What occurs during the Development Phase of Event Planning?

• Envision the event determine the reason
• Involve and consider multiple stakeholders
• Possible formation of a local organizing committee
• Brainstorming
• Creative Thinking
• Identify Sport Events Missions and Goals

What occurs during the Planning Phase of Event Planning?

• SWOT Analysis
• Organizers make the vision a reality
• Construction of the Event
• Operational timeline
• Contingency Planning

What are Key Decision Areas During Planning Phase?

• Name and theme
• Program and schedule
• Timing and duration
• Location

What occurs during the Implementation Phase of Event Planning?

• Leadership is critical during implementation
• Actions include:
  • Gathering resources
  • Training staff
  • Implementation of management procedures
  • Coordination of activities
• Flexibility must be maintained

What occurs during the Evaluation Phase of Event Planning?

• Assess activities during the event
• Comparison between results and objectives
• Critical component of creating a more successful event in subsequent years

How is leadership defined?

A behavioral, interpersonal process of influencing others to achieve organizational goals

What is the difference between Managers and Leaders?

Management focuses on tasks and operations, while leadership focuses on people and motivation

What is situational leadership?

A leadership approach where style changes based on the task and the follower's maturity level

What is high supportive behavior?

Listening, giving praise, being patient, and encouraging input

What is high directive behavior?

Giving rules, instructions, procedures, and clearly defining tasks

What is the "telling/directing" leadership style?

High directive, low supportive

• leader gives clear instructions with one-way communication

What is the "selling/coaching" leadership style?

High directive, high supportive

• leader provides direction and encouragement with two-way communication

What is the "participating/supporting" leadership style?

Low directive, high supportive

• leader shares decision-making and maintains strong relationships

What is the "delegating" leadership style?

Low directive, low supportive

• leader allows followers to make decisions independently

What is Leader-Member Exchange (LMX)?

A theory focusing on strong leader-subordinate relationships built on trust, respect, and commitment.

What are best practices for volunteer acquisition?

Maintain databases, leverage teams/partnerships, simplify sign-up, and understand motivations.

Why is it important to understand volunteer motivations?

It helps recruit, engage, and retain volunteers effectively.

What are the three components of commitment (Meyer & Allen)?

Affective, continuance, and normative commitment

What is affective commitment?

emotional attachment to the organization

What is continuance commitment?

staying due to perceived costs of leaving

What is normative commitment?

feeling obligated to stay

What are the key components of managing a volunteer program?

Communication, training, execution, and evaluation

Why is communication important in volunteer management?

It keeps volunteers informed, engaged, and supported

Why is training important for volunteers?

It builds skills, confidence, and connection to the event

What does execution involve in volunteer management?

Effectively using and relying on the volunteer team

Why is evaluation important?

It helps improve the volunteer program for future events

What is a budget?

the tool or financial instrument that will assist in what the budgeting decision-making process

What are the three main budget categories?

Revenues, expenses, and net income

What is a preliminary budget?

• Constructed in the earliest phase of the event planning process (development phase)
• A tool that helps the sport event manager and their early planning team know: is this an event we should take on or not?

What is a working budget?

A detailed budget updated with actual numbers during planning

What is a capital budget?

A budget focused only on major long-term investments

What is the budgeting process?

1. Gather Information
2. Forecast Sales
3. Project Profits and Losses
4. Compare Industry Norms
5. Determine Capital Needs

What is budget authority?

Defining who can make spending decisions

What are procurement procedures?

Processes like contracts and RFPs to control spending

What are cost centers used for?

Tracking and managing groups of expenses

What is a petty cash fund?

Small funds for last-minute or minor expenses

What are inventory controls?

Systems to track equipment and materials

What is "value in kind"?

Non-cash sponsorships providing goods or services

What is scrip?

An internal event currency used to track resources

What is External Relations?

management process concerning the creation and communication of information through media

What is Paid Media?

messages that the sport event and its known stakeholders create and decide how they are distributed; often done through a financial investment in these messages and their distribution

• Ex: Advertising, Sponsorships, and Activation of Sponsorships

What is Earned Media?

information created and/or distributed through independent editorial sources; as the sport event, we are not directly paying for or directly creating these messages

• Ex: Publicity

What is an advantage of Earned Media?

earned media stimulates more attention because it is from an independent source (seen as more credible and is less expensive)

What are two important factors when planning External Relations?

Consistency & Flexibility

What are the Roles of External Relations?

• Provide Information
• Creation/Enhancement/Modification of Public Image
• Community Relations
• Workforce Relations
• Educational Efforts
• Recruit and Gather Feedback
• Crisis Management

What are the three steps for Effective External Relations?

1. Conceptualization
2. Development
3. Execution

What are challenges of External Relations?

• Achieving awareness in advance of the event
• Events take place over a set small period of time
• Budget Constraints
• Integrating communications among stakeholders and across platforms
• Community relations are of paramount importance

What is Marketing?

the creation and maintenance of satisfying exchange relationships

What is a Marketing Plan?

Written plan of our marketing strategies for our sport event

• Includes mission statement, target markets, analyze and share information on the internal and external environments, and then clearly state how we are going to make decisions around our marketing mix

What are the 4 P's of the Marketing Mix?

Product, Price, Place, Promotion

What makes a sport event "product" unique?

Sport Events are:

• Intangible & subjective
• Inconsistent & unpredictable
• Simultaneously Produced & Consumed
• Perishable, Must be Pre-Sold
• Consumer & Industrial Product
• Incomparable in Emotional Attachment & Personal Identification
• Often enjoyed universally

What is included in "promotion" for sport events?

• Advertising
• Public Relations
• Personal Selling / Direct Sales
• Sales Promotions
• Sponsor Activation Programs
• Licensing
• Atmospherics

What is the role of price in sport event marketing?

It reflects perceived value and is influenced by demand and competition

What considerations influence pricing decisions?

• similar sport events or entertainment experiences
• individual vs. group pricing systems
• dynamic pricing/yield management

What are the components of "place" in terms of sport events?

• Drawing Radius (how far are people coming from to attend our event?)
• Accessibility
• Parking
• Surrounding Areas
• Design / Layout
• Personnel
• Security

What does the Consumer Decision Making Process include?

1. Inputs (external forces)

• Sociological Influences (earned media)
• Marketing Activities (paid media)

1. Throughputs (internal forces) - inputs are interpreted

• Motivation
• Personality
• Perception
• Learning
• Memory

1. Outputs

What are the core motivation for attending sport events as a fan?

• Socialization
• Performance
• Excitement
• Esteem
• Diversion

What are the two questions Sport Event Managers should ask when attracting participants?

1. What do participants want from the event?
2. What makes the event attractive to participants?

What does Solomon suggest when planning sport event?

• design events with the athlete in mind
• and ensure all events are participant friendly

What is a Brand?

The combination of names, symbols, slogans, or logos that identifies a product and distinguishes it from other products

What is Brand Equity?

A set of assets as well as liabilities that are linked to a brand (name, symbols) that either add to or subtract from the perceived value to a consumer from that product or service

What are the five contributors to Brand Equity?

1. Brand Associations

• intangible assets of a brand (characteristics, personality or attitudes that a consumer links to the brand)

1. Brand Awareness

• the likelihood with which a brand name will be recalled

1. Perceived Quality

• consumers perception of the quality of competition & experience

1. Other Proprietary Assets

• related items or terms that the event owns that are connected to the brand

1. Brand Loyalty

• a measure of brand attachment (preference or insistence)

What is Media Relations?

give and take relationship that is created and strengthened in an effort to maintain a favorable position with the media

What are the 3 R's of Media Relations?

1. Relating
2. Retaining
3. Repairing

What is sponsorship?

cash and/or in-kind fee paid to a property in return for access to the exploitable commercial potential associated with the property

What are the benefits of Sponsorship to Sport Events?

• Increased marketing scope through collateral promotions
• Growth of event constituencies
• Knowledge and human resources gain through sponsors' expertise
• Image enhancement through connections with well-known and well-respected companies

What are the benefits of sponsorship to the Sponsor?

• Increased Brand Awareness (Media Exposure, Image Transfer, Differentiation from Competitors)
• Access to Target Markets (Increased Sales, Capture Customer Data)
• Opportunity for corporate hospitality programs
• Employee Engagement Opportunities
• Business to business marketing opportunities

What is the Sponsorship Triad?

1. Sport Event
2. Sponsors
3. Athletes and Spectators (Consumers)

What are the two categories of Sponsorship Assets?

1. Promotional Assets
2. Hospitality Benefits to the Sponsor

What are the dangers of sponsorship?

• Ambush Marketing
• Clutter
• Perceived Over-Communication
• Tickets going to Sponsors
• Sponsor Interference in Event
• Negative Image Transfers

What is Ambush Marketing?

planned effort by an organization to associate itself indirectly with an event in order to gain at least some of the recognition and benefits that are associated with being an official sponsor

Examples of Ambush Marketing?

• Sponsor Broadcast of the Event
• Sponsor Individual Athletes/Teams
• Creating Thematic Advertising
• Independent Ancillary Events

How to protect against Ambush Marketing?

• Pro-active Event Advertisement Buys
• Cooperation with Event Stakeholders
• Spectator Item Guidelines
• Aggressive Trademarking

What are the three steps in the sponsorship process?

1. Research / Identification

• Inventory of Assets

• Types of Sponsorship for Specific Event

2. Sell / Secure

• Decide on Sponsorship Levels, Packaging, and Pricing

3. Service / Maintain

• Deliver on Event Responsibilities

• Compile Sponsorship Report

Why is Activation important?

• Helps the sponsor reap the full benefits of their sponsorship
• Helps the promotional benefits offered to the sponsor by the sport event be more fully integrated in the sponsors typical advertising and marketing efforts
• Activation is connected to stimulation, which is connected to action, which is what a sponsor desires

What are the forms of activation?

• Cross Promotion
• Cause-Related Sponsorships
• Endorsement
• Themed Advertising

What makes Activation effective?

• Achieved through additional money spent by the sponsor to fully activate and leverage the sponsorship
• Some researches suggest that as much as $3 of activation for every dollar of sponsorship rights fee is what is needed, now others point to the average being $1.70 of activation spend for every dollar spent on the sponsorship