MGMT-4743 Final Exam, Oklahoma State Advanced Sports Management

Social Capital Primer

All Social Networks have value

Chapter 2: Tragedy & Recovery, Security & Terrorism

Sports & Social Capital

Sports provide common interest that helps build community

(Example: Dallas Cowboys Fans in Dallas)

Marshall Plane Crash (1970)

- 75 People Killed, 37 of them being football players

- Were going to cancel program but because of community response they didnt

- We Are Marshall is a movie about it

Wichita State Plane Crash (1970)

- Plane Crash carrying Wichita States Football Team

- Wichita State Cancelled Program, Not as inspiring as Marshall so no movie

Oklahoma State Plane Crash (2001)

- Plane Crashed Carrying OSU Mens Basketball team, 10 tied

- Remember the 10 Memorial run every year

- Memorial created in Colorado

Texas A&M Bonfire Collapse (1990)

- Texas A&M Tradition, Huge student built and ran bonfire hosted before Texas game

- Collapsed, 12 students killed, 27 injured

- Lawsuits continue to this day

Hurricane Katrina (2007)

- Horrible Hurricane that destroyed gulf coast, specifically New Orleans

- Saints helped out a lot, even opened up Stadium for housing

- LSU went on a tear that year

- LSU and Saints became Louisianas Rallying point

9/11 - Play On (2001)

- Big Controversy on when to start playing games after 9/11

- Lots of fear and security issues / questions

- NY Mets; First major sports event in NY after 9/11 attacks

- Yankees make 2001 world series

- Emotions, Sense of Community, Normalcy, Pride

Joel Hinrichs (Oct 1, 2005)

- Died when bomb with him exploded 200 yards from OUs stadium

- He tried entering the stadium with it Prior to his death

Security vs. Service

- How do we balance Security & good service?

- Security issues: Frisking, Metal Detectors, dogs, water bottles

- Safety for Spectators / Participants

NASSM Conference, 2009, Columbia SC

- "Gullah Festival"

- A festival to celebrate african culture and pride

Chapter 3: Civic Pride

Social Anchor Theory

- social anchors are institutions that act as a support for the development and maintenance of social capital and social networks

- Man-made or natural structures

- corporations

- festivals and celebrations

- Sports

Social Anchors

- Must allow for social capital development

- Must provide binding, bridging & connecting people from different cultures

- Provides identity and uniqueness for community members

OKC tragedies

- 1995 Murrah building bombing

- 1999 may 3rd tornado

OKC Response

MAPS program: sales tax funded to revitalize downtown (bricktown, ford center, ballpark, paycom)

Pat Tillman

- AZ State Football Player

- Very Smart, Great athlete & NFL Player

- Decided to join military after 9/11 Attacks

- Finch had to set up funeral

Chapter 4: Public Relations

Duke Lacrosse Case

- Girl Accused Duke lacrosse team of sexually assaulting her at a party

- Duke shuts down program and fires coach in response

- Turns out the accusation was false

The Kate Hnida Case

- Female kicker on New Mexico sexually assaulted by male teammate

- Told Coaches, they did nothing

Malice at the Palace

Rivalry between Pistons & Pacers, Fight happens between players, pistons fans start throwing stuff at pacers players, big fight breaks out between pistons players & fans and pacers players

Tim Donaghy

NBA Referee Gambling on games he officiated and rigging them

1985 NBA Draft Lottery

Theory that NBA Commissioner David Stern would mark an envelope by bending or freezing it before putting it in the lottery system, therefore being able to rig who gets the #1 pick

UNC Football Case

- athletes enrolled in "dumby" classes and received A's

- academic misconduct

- Other people doing work

The Decision (2010)

- Lebron James leaves hometown Cavaliers for already successful Miami Heat

- Media Coverage was excessive, made way to big of a deal about it

- Steve Carrell Espy Skit

Tiger Woods

- On top of the golf world at a young age

- Multiple car crashes & nasty public divorce

- Almost all sponsors left besides Nike

Other Scandals

- Lance Armstrong using Steroids

- Penn St. Assaults

- Manti Teo

Discussion points for fantasy sports

- Is Fantasy good for the sport

- Does fantasy create more/better fans

- is fantasy sports gambling

- is daily fantasy gambling

Chapter 5: Fantasy Sports

Henry Chadwick

Brooklyn Sports writer for the New York Clippers, invented the box score

Baseball Card Eras

- 1840s: 50s Cabinet Cards

- 1870s: 1890s Sporting Good cards

-1880s: Tobacco Cards

-1890s: Golden age

Connecting to the game

- News Paper

- Radio

- Television

- Internet

When was the first table top baseball board game invented?

1867

Bill "Wink" Winkenbach & The GOPPL (Greater Oakland Prognosticators league)

Inventors of Fantasy Sports

Fantasy in the 90s

- Caused huge growth in Football & Baseball

- Came with lots of legal questions

- Technological advances (Mail, Fax, Email, Internet)

- 1999 Yahoo Started Free Online Fantasy

FTSA (1998)

Keeps all Fantasy Statistics

Daily Fantasy Leagues

- Online Gambling Big Issue

- 2006 UIGEA bill killed online poker and gambling, protected Fantasy

- Fanduel founded in 2009

- Draftkings founded in 2012

Mel Kiper

- Started Coverage of the NFL Draft

- Was the first to do it

- Started with a Newsletter

- Got hired by ESPN and Still big face in NFL

Chapter 6: Entrepreneurship

Powerbar

- Created by a long distance runner

- Made for Tri Athletes & Long Distance Runners

- Got Athletes to start using them & spread it word to mouth

Tony Hawk

- Became the best & face of skateboarding in the 90s

- Started Monetizing himself in ads and video games to make him more money and to promote skateboarding

Under Armour

- Founder played Football at the University of Maryland

- Hated playing, Practicing & working out in a cotton shirt

- Post grad he teamed up with a chemist friend and made under armour

USFL (United States Football League)

- 1st version was in the 1980s

- Lasted only 3 years

- Pushed Football by adding TD Celebrations, Challenge Flags & Raised player salaries

Knute Rockne

- Notre Dame Football Coach in the 1920s

- Started the Notre Dame Dynasty

- Started signing sports writers to promote the team; this resulted in a huge fanbase

- Was a great promoter and got ND to build huge new stadium

Mark Allen

- Minority Owner in Houston Astros Ownership Group

- Former OK State Baseball Player, Graduated in '81

Chapter 9: Mark Allen

Duke McClain

- Former Owner of the Houston Astros

- In 2010 he decided to sell the team

Feb 2011 Deal

Jim Crain & Ownership group of around 40 make deal with Duke McClain to buy the Houston Astros for $680 Mil

Ownership Group

A group of wealthy individuals that split the price of a sports organizations, thus becoming a minority / majority owner. They run the team with the other members of the ownership group.

MLB Owners approve of Astros acquisition under the condition that...

- The Astros switch from the NL to the AL

- Ownership group did not like this

- Re negotiated under these terms and deal was done for $350 Mil

Astros New Ownership Strategy

- Sell / Trade Old & Tenured Veterans for Draft Picks and Young Farm Players

- Put a lot more time, effort and funds into their farm system

- This resulted in team being awful for 3 years

- Are now a Dynasty and one of the most successful teams in recent years

"Develop a Plan, Get the Details, Execute" - Mark Allen

Never Stray away from this plan, no matter how hard times can be, be strong and patient and persevere

The Biggest & Most important part that most people dont see

- Fan experience

- Teams put most effort, funds and staff towards all aspects of fan experience

- Bad Fan Experience = No Fans = No Atmosphere = Hard to win = Hard to be profitable

Jenny Barlow

- 2005 OK State grad

- Spent past 11 years in sports

- Spent time with Brewers AAA Beloit Team

- Spent time with Nationals

Chapter 10: Jenny Barlow

What is one thing you are always doing in sports no matter the job?

Selling Tickets

Event Planning with KC chiefs & STL Cardinals

She would do everything from scheduling player visits to childrens hospitals to dealing with player suicides

What does Jenny Barlow do now?

- Event Planning

- MP2 Sports doing student athlete / university contract work with Adidas

Dawn Turner

- Director of Marketing & Brand Management for OKC Thunder

Chapter 11: Dawn Turner

Why does Dawn say you shouldnt plan too far ahead in this field?

Because things are constantly changing

What is the biggest involvement the OKC Thunder do?

Youth Involvement

What is the best thing you can do for you brands image and marketing?

Getting out and involved with the community

Whats the new best way to connect with fans?

Social Media

What is a social media trend that is becoming more popular?

Behind the scenes player engagement

Whats one of the easiest ways to connect with fans?

- Social Media

- It is important to know what demographic of fan is on what platform

What the most important demographic of fan to have?

Local / State fans

What is the biggest thing from a brand standpoint?

Fan & Community Engagement

Jesse Martin

- Technically works for OSU Ticketing but does a bit of everything

Chapter 12: Jesse Martin

TV Contracts at Risk

- TV Contracts are the biggest revenue generator for sports

- How will migration trends to Streaming services effect this

You need to always be getting feedback on fan experience from all types of fans

- Prioritize / Target the passionate fans

- Use the Feedback to constantly be improving game experience

Not all Fans are the same

It is important to segment different types of fans to help cater the best experience to each type of fan

What are the by far 2 biggest revenue generators for OK State Athletics?

1. Football

2. Mens Basketball

- Revenue that comes in from these sports is spread across all sports

What are 2 ways to build community fans?

- Ticket Giveaways

- Specials

What is the purpose of a sporting event?

- it is NOT to put on a sporting event

- It IS to give the customers an great and entertaining experience

How do schools promote smaller sports?

- Using the bigger ones

- EX: Recognizing the Womens Soccer team at a football game halftime

Why is working in sports hard to do if you dont love it?

- Work is Super hard

- Hours are Super Long

- Super Competitive

Why should you never discount sales jobs?

Commission is huge and is a great way to make a lot of money and sort of be your own boss

Facilities is a big job space in this field

- Event Planning

- Event Running

- Parks & Rec Department

- Landscaping & Grounds upkeep

Most Sports Tourism groups are a...

Sports Commission

What does the Sports Commission typically fall under?

Convention of Visitors Bureau

What is the Convention of Visitors Bureau

The people that decide to bring an event into a city

Big City Sports Commissions

- HUGE Sports Commissions

- Lots of separate departments for each sport

- Lots of Staff

Small City Sports Commissions

- SMALL Sports Commissions

- Not many Staff members

- Some have separate departments, some dont

Whats the hardest event in the world to host?

The Olympics

As a mid sized city, what does Tulsa do to attract sporting events?

- bringing in a lot of niche sports

- They host the biggest BMX race in the USA called the Grand Nationals

Whats the most important part about getting far in this field?

Connections

What should you do if you want to get into the sports industry but cant get an internship / job

Start Volunteering

Besides connections, whats another important trait to have in order to go far in this field

Having Market Flexibility

Getting an Event Into Tulsa

- Know your cities market & what they like

- Know your facilities

- Know the people that can help you put it on

- Get Community leaders in line with it

Competitors in Sports Marketing Field

- Learfield Sports (Mainly College)

- IMG (World Wide, Golf, Tennis & College Sports)

- Neligent Sports (College, Being bought by Learfield)

What makes Notre Dame Special?

They handle their own marketing, advertising and monetizing

OSU Internal Marketing Department

-Handle Smaller stuff

- Game Day Graphics

- Posters

- Schedule Cards

- Game Script

Everybody Knows Everybody

- Linkedin is a great tool to utilize

- Everyone can help your career, Everyone can hurt your career

Having a full ball park causes a domino effect that benefits all aspects of the team

- Higher Viewing of sponsorship signs

- Higher Concession Sales

- Higher Season Ticket Interest

- Higher Ticker Sales

- Higher Jersey Sales

- More Sponsor Interest and Money

- More & New Fans

- Higher Brand Recognition

- More Overall Revenue

Brian Byrnes

- DFW Native

- Currently works for OKC Thunder

- Played Baseball at St Marys in San Antonio

How Brian Byrnes got where he is

- Baseball coach challenged players to get jobs to help with structure

- He got a vendor job with the Spurs because of his friend

- Remember the names of fans, specifically this 1 business man

- Business man got him job in spurs telemarketing

- Did that until he graduated

How Brian Byrnes got where he is pt. 2

- When graduated moved home, unemployed & got temporary job packing school supplies

- Sent 100s of letters to sports teams, no replies

- Minnesota North Stars move to Dallas, he gets job with them

Why the power of building a brand and networking is huge

- Sending a letter is good, but after you send it you cant control anything

- With a connection, you have an in & a way to stay connected and in touch about the job

OKC MAPS

- Plan to rejuvenate downtown OKC and make it alive

- 1 Cent sales tax on all sales

- This funded Bricktown, Civic Center, Ford Center, Baseball Stadium, Economic development and paycom center

- Rejuvinated OKC

OKC Thunder Story

-OKC builds NBA ready arena with no NBA team

- Hurricane Katrina forces Hornets to relocate to empty OKC stadium for 1 year

- OKC embraced the Hornets & impressed the NBA

- Seattle Supersonics move to OKC

No Fan Engagement =

No Team

What is 1 thing the OKC Thunder do you further community and fan engagement?

Hosting open practices at local high schools

EX: Choctaw OK HS Open Practice

You cant be a mega fan

and work in sports

The Spectrum of Sports

- Work for a team

- Work for a league

- Work for an agency

- Work in Sponsorships

- Work in Events

- Work in Media

- Work in Rules / Regulations

What is the key to going far in sports?

Networking & Connections & Flexibility

Berry Tramel

- Head Sports columnist for the oklahoman

- Been doing this for awhile