Canadian Sport Marketing

Norm O'Reilly, PhD, MBA, CPA, is dean of the Graduate School of Business at the University of Maine and a professor of sport management in the Maine Business School. A Canadian, Dr. O'Reilly was the founding director of the International Institute for Sport Business and Leadership in the Gordon S. Lang School of Business and Economics at the University of Guelph. He has authored 16 books and more than 150 management journal articles. He was awarded the Distinguished Career Contributions Award by the American Marketing Association's Sport Marketing Special Interest Group (2015) and is a fellow of the North American Society for Sport Management. O'Reilly was assistant chef de mission (assistant mission leader) for the Canadian team at the 2016 Paralympic Games in Rio, Brazil, and has attended four Olympic Games in various capacities with Team Canada. Benoit Seguin, PhD, is a professor of sport marketing in the School of Human Kinetics at the University of Ottawa. His research focuses mainly on sport sponsorship, ambush marketing, brand governance, and topics related to Olympic marketing. In addition to his academic work, Dr. Seguin has extensive experience in the management of Olympic sport organizations, including as marketing director of two national sport associations, past president of Diving Canada, assistant chef de mission (assistant mission leader) for the Canadian team (2003 Pan Am Games, Santo Domingo), and board member for several sport organizations. Gashaw Abeza, PhD, is a professor at Towson University. Abeza taught graduate and undergraduate students at the University of Ottawa (Ottawa, Ontario) and Southern Methodist University (Dallas, Texas), and he guest lectured at four other universities. He has been an adjunct professor at the University of Guelph since 2019. His main research interest is marketing communications, with his specific area of expertise in digital media. He has researched and written extensively on the topic of social media in sport and is widely published. He is the coauthor of two books and coeditor of one book: Implications and Impacts of Esports on Business and Society (IGI Global), Sport Sponsorship Insights (Routledge), and Social Media in Sport: Theory and Practice (World Scientific). Dr. Abeza serves as an ad hoc reviewer for a number of academic journals. He currently serves on the editorial boards of eight academic journals: International Journal of Sport Communication; Sport, Business, and Management; Journal of Relationship Marketing; International Journal of Esports Research; Journal of Global Sport Management; Sport Marketing Quarterly; International Journal of Sports Marketing and Sponsorship; and the newly launched Sport Management Digest. Michael L. Naraine, PhD, is an assistant professor in the department of sport management at Brock University and is also an honorary adjunct professor at La Trobe University in Victoria, Australia. His primary research interest is the area of digital sport management and marketing, examining the strategy, fan engagement, and analytics related to new developments in the sport business landscape, including social media, esports, business analytics, and artificial intelligence. Naraine is also a research fellow of the North American Society for Sport Management and is the current editor in chief of Case Studies in Sport Management. Additionally, he serves as an editorial board member for Sport Marketing Quarterly, International Journal of Sport Communication, and the newly founded Sports Innovation Journal.

Foreword Richard Pound, IOC Member Introduction Bob Wanzel, Founding Director, Institute for Sport Marketing, Laurentian University Part I. Introducing Canadian Sport Marketing Chapter 1. An Introduction to Sport Marketing Executive Perspective: Mark Harrison, President and CEO, The T1 Agency Athlete Perspective: Curtis Knight, National Lacrosse League (NLL) Player and Marketing Professional Expert Perspective: Jonathon Edwards, Associate Professor of Kinesiology, University of New Brunswick What Is Marketing? The Uniqueness of Sport Marketing Chapter Summary Test Your Knowledge Key Terms Chapter 2. The Canadian Sport Industry Executive Perspective: Katherine Henderson, CEO, Curling Canada Executive Perspective: Scott McRoberts, Director of Athletics, University of Guelph A Brief Introduction to Canada Sport Organizations in Canada Sport Events in Canada Sport Facilities in Canada Professional Sport University and College Sport Olympic Sport Grassroots and Amateur Sport Chapter Summary Test Your Knowledge Key Terms Chapter 3. Sport-Market Research Executive Perspective: Krista Benoit, President and CEO, iSPARK Consulting Executive Perspective: Indivar Kushari, COO, Q.i. Value Systems Inc., and Former Chief Data and Information Officer, Canadian Football League Time as a Key Element in Marketing Research The Uses of Marketing Research Types of Market Research Types of Data Sources The Market Research Process Chapter Summary Test Your Knowledge Key Terms Chapter 4. The Canadian Sport Consumer Executive Perspective: Rebecca Shanks, Vice President, The T1 Agency Expert Perspective: Luke R. Potwarka, Director of the Spectator Technology and Experience (SEAT) Laboratory and Associate Professor of Recreation and Leisure Studies, University of Waterloo Understanding Sport Consumption Sport Consumption as Spectators Sport Consumption as Participants Chapter Summary Test Your Knowledge Key Terms Part II. Segmentation, Targeting, and Positioning and the Canadian Sport-Marketing Mix Chapter 5. Segmentation, Targeting, and Positioning in Canadian Sport Executive Perspective: Dale Hooper, Former Chief Brand Officer, Rogers, and Past Vice President of Marketing and Consumer Insights, PepsiCo Expert Perspective: Katie Sveinson, Assistant Professor in the School of Sport, Tourism and Hospitality Management, Temple University; and Larena Hoeber, Professor of Kinesiology and Health Studies and Associate Dean for Graduate Studies, Research, and Special Projects, University of Regina Segmentation, Targeting, and Positioning (STP) as Economic Advantage STP as the Bridge to Marketing Strategy Market Selection Targeting Positioning Common Target Markets in Canadian Sport Chapter Summary Test Your Knowledge Key Terms Chapter 6. The Sport Product Executive Perspective: Darryl Boynton, Associate Vice President of Partnerships, Canadian Tire Corporation Expert Perspective: Terry Eddy, Assistant Professor of Sport Management, University of Windsor What Is the Sport Product? Sport Product Forms Sport Brands Packaging Elements of the Sport Product Chapter Summary Test Your Knowledge Key Terms Chapter 7. The Digital Sport Product Executive Perspective: David Thomson, Vice President and Managing Director, NFL Canada Executive Perspective: Mark Nadolny, Products Manager-Digital and Data, Canadian Olympic Committee Expert Perspective: Alanna Harman, Assistant Professor of Kinesiology and Physical Education, Wilfrid Laurier University Expert Perspective: Elio Antunes, President and CEO, ParticipACTION What Makes a Sport Product Digital? Why Is the Digital Sport Product Special? What Are the Two Types of Digital Sport Products? Chapter Summary Test Your Knowledge Key Terms Chapter 8. Branding in Sport Executive Perspective: Scott Smith, President and CEO, Hockey Canada Executive Perspective: Leah MacNab, Managing Director, National Basketball Association (NBA) Canada Expert Perspective: Vijay Setlur, Sport Marketing Instructor in the Schulich School of Business, York University Branding and Sport Building Brand Equity The Branding Process Real-Life Brand Management Chapter Summary Test Your Knowledge Key Terms Chapter 9. Pricing in Sport Marketing Expert Perspective: Mike Alcorn, Consultant, International Institute for Sport Business and Leadership Expert Perspective: Peter Tingling, Associate Dean of the Undergraduate Program and Associate Professor of Management Information Systems in the Beedie School of Business, Simon Fraser University Executive Perspective: Matt Afinec, President and COO, Hamilton Tiger-Cats Football Club, 2021 Grey Cup Festival, and Forge FC Hamilton Soccer Club Price: What Is It? Price and the Four Ps Price and Value Ethics and Pricing Setting Price Break-Even Analysis Controlling Costs Key Pricing Issues Chapter Summary Test Your Knowledge Key Terms Chapter 10. Sport Promotion Executive Perspective: Cameron Kusch, President, Guelph Nighthawks Basketball Club Executive Perspective: Erin Mathany, Vice President of Marketing and Partnerships, Canada Games Council Promotion Promotional Mix Executional Elements of Promotions Chapter Summary Test Your Knowledge Key Terms Chapter 11. Media and Distribution in Sport A Brief History of the Sport Media Business Overview of Media Rights Revenue Models of Delivering Sport Content Key Players in the Sport Media Business in Canada Media Relations Management Distribution of Tangible Sport Products and Events Chapter Summary Test Your Knowledge Key Terms Chapter 12. Social Media and Distribution in Sport Executive Perspective: John Delaney, Manager of Social Media, True North Sports + Entertainment-Winnipeg Jets Expert Perspective: Olan Scott, Assistant Professor of Sport Management, Brock University Social Media and Its Distinguishing Features Dimensions of Social Media Use in Sport Marketing Practical Guide: Managing Social Media Platforms Return on Investment from Social Media in Sport Chapter Summary Test Your Knowledge Key Terms Part III. Important Strategic Elements of Sport Marketing in Canada Chapter 13. Sport Sponsorship Executive Perspective: Brenda Woods, Vice President of Marketing, Visa Canada Executive Perspective: Don Mayo, Global Managing Partner, IMI International Market Trends in Canadian Sponsorship Sponsorship and Activation History of Sponsorship Sponsorship and Its Roots in Philanthropy Relationship of Sponsorship to Marketing Relationship Between Sponsorship and Advertising Corporate Objectives and Sponsorship Reaching the Target Market Sponsorship and Olympic and Paralympic Sport Properties Chapter Summary Test Your Knowledge Key Terms Chapter 14. Building Successful Sport Sponsorships Executive Perspective: Gavin Roth, Founder and Managing Partner, Gavin Roth + Associates Revenue Consultants Inc. Executive Perspective: Francois Robert, Executive Director of Partnerships, Canadian Paralympic Committee Sponsorship Stakeholders Sponsorship in Canada-A Model for Sport Sponsorship Success Step 1: Presponsorship Practices Step 2: Negotiation Stage Step 3: Sponsorship Life Step 4: Sponsorship Termination Best Practices in Canadian Sport Sponsorship Chapter Summary Test Your Knowledge Key Terms Chapter 15. Ambush Marketing The Business Impact of Ambush Marketing What Does Ambush Marketing Look Like? Ambush Marketing: An Alternative to Traditional Sponsorship Strategies? Research on Ambush Marketing Strategies of Ambush Marketing Counterambushing Strategies Ambush Marketing and Clutter Chapter Summary Test Your Knowledge Key Terms Chapter 16. Technology in Sport Marketing Expert Perspective: Dr. Cheri Bradish, Associate Professor of Marketing Management, Ryerson University Executive Perspective: Costa Kladianos, Vice President of Innovation and Technology, Canlan Ice Sports Information Technology and Information Systems Information Systems in the Marketing Cycle Chapter Summary Test Your Knowledge Key Terms Chapter 17. Social Marketing in Sport Executive Perspective: Allison Sandmeyer-Graves, CEO, Canadian Women & Sport Expert Perspective: David Legg, Professor, Mount Royal University What Is Social Marketing? When Is Social Marketing Appropriate? Understanding Social Marketing and the Company and Consumer Segmentation, Targeting, and Positioning (STP) for Social Marketers Social-Marketing Strategy Target Market: High-Performance Sport Chapter Summary Test Your Knowledge Key Terms Chapter 18. Sport-Marketing Strategy Implementation and Evaluation Executive Perspective: Paul Ausman, Manager of Event Services, Ottawa Sports and Entertainment Group Expert Perspective: Dana Lee Ellis, Associate Professor in the School of Sports Administration Management, Laurentian University Executive Perspective: Johnny Misley, CEO, Ontario Soccer, and Board of Directors, League1 Ontario Marketing-Strategy Implementation in Sport Marketing-Strategy Evaluation in Sport Chapter Summary Test Your Knowledge Key Terms Chapter 19. Olympic Marketing Executive Perspective: Andrew Baker, Vice President of International Relations and Public Affairs, Canadian Olympic Committee Executive Perspective: Debbie Low, CEO, Canadian Sport Institute Ontario Executive Perspective: David Bedford, CEO, Athletics Canada History of Olympic Sponsorship: 1896 to 1976 IOC's Sponsorship Expansion: 1976 to the Present Olympic Broadcasting The Olympic Programme (TOP) Sponsorship Program The Olympic Brand Olympic Marketing in Canada Chapter Summary Test Your Knowledge Key Terms Chapter 20. Marketing Plan Example Executive Perspective: Dan MacKenzie, President, Canadian Hockey League The Desert Dry Rack: A Product by Desert Sports Limited Introduction and Acknowledgement Executive Summary Market Research Situation Analysis Competition Analysis Marketing Strategy Financials Chapter Summary