Modules 13-17: Facilities, Events, E-Sports, Careers, Brand & Digital Marketing

Module 13 – Facilities & Events

Historical Evolution of Facilities

• Core purpose has remained the same: a gathering place for people
• Amenities & technology have improved/modernized over time
• Trend toward multi-use and higher frequency of events to maximize revenue

Contemporary Utilization

• Facilities today are booked more often than in the past
• Objective: increase revenue streams beyond primary tenants (e.g.
  concerts, conferences, community events)

Common Risk Factors

• Fan safety
  • Example risks: spectators falling, being struck by balls/objects, crowd surges, slips & trips
• Liability, security breaches, weather hazards, equipment malfunctions (implied context)

Key Financial / Operational Terms

• “Per Capita” Value
  • Revenue or cost on a one-person basis (e.g.
    average merchandise sales per attendee)

Stadium Efficiency Examples

• Water-efficiency: low-flow fixtures, field irrigation systems
• Energy-efficiency: LED lighting, motion sensors, on-site solar/wind, advanced HVAC controls

Importance of Multiple Uses

• Sports teams occupy the venue only a small percentage of the calendar
• Additional uses fill dark days ➜ incremental revenue + community engagement

Game-Play Utilization Rates

• Average pro teams use stadiums for games infrequently; design may be efficient but calendar utilization is low
• Drives push for concerts, festivals, special events, etc.

Facility-Management Stakeholders

• Customers (Fans) – ticket buyers & event attendees
• Internal Stakeholders – event staff, security, operations, concessions, maintenance, team personnel
• External Stakeholders – social/media outlets, municipal governments, sports authorities, surrounding communities

Specific Roles

• Government – zoning, permits, infrastructure, funding, lease terms, community impact
• Team Ownership – long-term leases, capital improvements, innovation, day-to-day upkeep oversight

Event Typology

• Mega Event – single event of national/international scale; special authority; high visitor volume, media impact, and costs
• Special Event – public, regional; requires permitting & extensive logistics; may be annual or one-off
• Traveling Tour/Show – exhibition that moves from location to location, no permanent residence

Economic Impact

• Definition: net change in host economy from staging an event
• \text{Total new money injected into a defined area}
• Applications: justification for real-estate development, joint ventures, tourism spending analysis

Negative Side Effects

• Substitution Effect – local spending shifts rather than grows (e.g. residents spend at stadium instead of downtown restaurants)
• Crowding-Out Effect – visitors/locals avoid area due to congestion, displacing typical economic activity

Module 14 – E-Sports

Record Prize Pools

• The International (Dota 2) 2020 prize purse: \$40\text{ million}

Definitional Differences

• E-Sports: competitive video-gaming for cash, trophies, or rewards
• “Real” Sports: traditional physical athletic competitions
• Movies: passive entertainment medium (non-interactive storytelling)

Team Composition (e.g., Cloud 9)

• Highly-skilled players/roster
• Dedicated coaches & analyst staff
• Support personnel – management, medical, nutrition, content creators
• Emphasis on team chemistry & organizational culture

E-Sports Ecosystem Genres

• Leagues • Channels • Events • Publishers • Collegiate programs • Teams • Brands • Consumers

Major Game Categories & Examples

• MOBA (Multiplayer Online Battle Arena): League of Legends, Dota 2
• Fighting Games: Street Fighter, Tekken
• Sports Simulation: Madden NFL, FIFA
• First-Person Shooter (FPS): Overwatch, Call of Duty
• Strategy (RTS/MMO): StarCraft, World of Warcraft (arena/raids)
• Battle Royale: Fortnite, Apex Legends

Publishers vs. Traditional Leagues

• E-Sports Publisher
  • Owns legal IP rights to the game
  • Controls gameplay updates, rule-sets, monetization, broadcast rights
• Traditional Sports League
  • Collective of team owners; league does not own the underlying sport (e.g.
    no one owns “basketball”) but controls competition format & commercial rights

Module 15 – Careers in Sport

Value of a Sport Management Degree

• Broad foundation in business, marketing, finance, law, and event operations specific to sports industry
• Builds network via internships & practicums

Job Category Examples

• Brands/Manufacturers: Nike, Adidas
• Venues/Facilities: stadiums, arenas, golf courses
• Teams/Franchises: front-office roles, ticketing, analytics
• Media & Agencies: broadcasting, sponsorship sales, athlete representation

Interview Frameworks

• STAR Method – Situation, Task, Action, Results (behavioral answers)
• OPEN UP – (phrase coined by unspecified speaker; emphasis on open communication and opportunity-seeking)

Mehrabian Communication Model

• Words: 7\% of meaning
• Voice & tone: 38\%
• Non-verbals/body language: 55\%
• Implication: we are often poor at holistic communication; non-verbals dominate

Personal Branding

• Ongoing process of crafting and conveying one’s professional identity
• Student examples: LinkedIn profile, portfolio website, consistent social media presence, campus leadership roles

Cost-Benefit of Working in Sport

• Rapid industry job growth but often lower starting salaries; high non-monetary rewards (passion, access, travel)

Module 16 – Brand Management

Components of a Brand

• Name • Term • Sign • Symbol • Design (or any combination) that identifies goods/services and differentiates them

Benefits of Branding

• Identification and product differentiation
• Fosters loyalty & repeat purchase
• Enables premium pricing and brand equity

Visual Brand Elements

• Names, slogans, logos, mascots/characters, color palettes, typography

Athlete Branding

• Three Core Dimensions
  1. Athlete Performance – on-field excellence, statistics, accolades
  2. Physical Attractiveness – aesthetics & fitness appeal
  3. Marketable Lifestyle – off-court life, causes, personality, social presence
• Fans gravitate to behind-the-scenes content, philanthropy, fashion, hobbies

Definitional Purpose of Branding

• To create a distinct, memorable identity that evokes associations and value perceptions

Organizational Branding Elements

• Name • Logos • Colors • Mascots • Buildings • Key individuals • Rituals • Uniforms • Products/services

Color & Branding Examples

• New York Yankees: navy pinstripes ➜ tradition, professionalism
• Notre Dame Fighting Irish: iconic all-gold helmets ➜ prestige, heritage

Module 17 – Digital Marketing

Six Ways to Establish Connection

1. Creating digital content (blogs, videos, podcasts)
2. Engaging on social media platforms
3. Search Engine Optimization (SEO) to boost visibility
4. Amplifying brand content via paid/earned distribution
5. Building rich sites & mobile experiences
6. Innovating with new technologies (AR/VR, AI chatbots, NFTs, metaverse activations)

Role of Advertising

• Integral component that communicates value propositions, drives awareness & conversions, and supports broader marketing mix (product, price, place, promotion)

Content Marketing Best Practices

• Must be valuable, relevant, and consistent
• Aimed at attracting & retaining a clearly-defined audience to drive profitable customer action

Successful Social Media Marketing (4 S’s)

• Social Listening – monitor conversations & sentiment
• Social Influencing – thought-leadership, shareable content, engagement prompts
• Social Networking – community building, two-way interactions
• Social Selling – leveraging relationships to drive sales/leads

Exam Essay Reminder (Module 15 Focus)

• Be prepared to sell yourself using STAR & OPEN UP frameworks
• Highlight unique skills, achievements, and quantifiable results when pitching for a job or task