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Although sports is generally defined as motor activity, it has always been much more than that. Since management and sports follow the same objective of achieving highest performance, correlation between these two fields nowadays become increasingly interesting in terms of corporate strategy. This chapter aims to point out how organisations as well as individuals can benefit from the general and psychological values and strategies of sports, by first looking at the general framework of professional sports an futher applying approaches from various types of sports directly to certain business functions like general management, human resource management and marketing management. The chapter concludes with an international case study and brief outlook.
The use of gamification in workplace learning to encourage employee motivation and engagement
(2019)
When we think about playing a game, be it a card game, board game, sport, or video game, we generally associate the act of playing with a positive experience like having fun, enjoying the interaction with others, or feeling a greater motivation to reach a certain goal. By contrast, workplace learning is often perceived as being dull. Employees are likely at some point in their career to find themselves stuck in a rigidly defined seminar for a long period of time or in front of their computer navigating through a mandatory e-learning course on a dry topic such as standards of business conduct of safety policies.
In recent years, organizations have tried to leverage the motivating quality of games for more serious learning contexts. Gamification entails transferring those elements and principles from games to nongaming context that improve user experience and engagement. In this chapter, we will specifically focus on the context of workplace learning.
CODE RED FOR HUMANITY. The alarm bells are deafening, and the evidence is irrefutable: greenhouse-gas emissions from fossil-fuel burning and deforestation are choking our planet and putting billions of people at immediate risk. Global heating is affecting every region on Earth, with many of the changes becoming irreversible. (Guterres 2021)
The digitalisation ongoing in households and sustainability-related challenges are multifaceted and complex. The introducing quote of the United Nations Secretary-General refers to the latest report of the Intergovernmental Panel on Climate Change (IPCC), emphasising the urgency to act – now. As of today, becoming a sustainable population is still a distant destination. As outlined in the previous chapters, the challenges associated with that transformation remain huge, complex, and largely unsolved. Recent dramas such as the power incident in Texas (2021), the floods in Germany (2021), or the drought in sub-Saharan Africa (2020s) – are just a few of the uncountable issues stirring up the debate about fossil-fuel abandonment and the timing of climate neutrality. Business research can actually be accused of referring to the persistent focus on gains and growth, despite early warnings for society at large (e.g., Meadows et al., 1972; Kölsch & Veit, 1981; Veit & Thatcher, 2023). However, academic researchers, corporations, and society are now waking up, as shown by the climate change conference. In fact, it appears that the information systems (IS) discipline just began tackling mammoth challenges around climate change within the last decade (Melville, 2010; Watson et al., 2010). The central discussion in emerging work revolves around the role and use of digital technologies on the path to a healthy planet. But while early studies have focused on organisational settings (e.g., Gholami et al., 2016; Seidel et al., 2013), increasingly research addresses private settings (e.g., Wunderlich et al., 2019).
The management of football brands : brand identity management illustrated by Borussia Dortmund
(2017)
Despite a growing awareness of the importance of the management of trademarks at the club level, there is a significant delay regarding the professional management of the brand within the Bundesliga clubs. So far, the principles of brand identity management were rarely applied, and most clubs have given up, despite a high economic potential, the ability to create competitive advances in economic terms, but also in sports terms. In this chapter, we will study the success factors of the management of brand identity of professional football clubs from the actual case of Borussia Dortmund.
The Football World Cup 2014
(2017)
International sporting events such as the Football World Cup constitute the ideal platform for companies to implement their target-group-specific marketing communications. Therefore, sporting event organisers sell exclusive marketing rights for their events to official sponsors. In return, these sponsors acquire exclusive opportunities to utilise the event for their own marketing purposes.
Ambush marketing is the method used by companies that do not actually hold marketing rights to an event, but still use marketing activities in diverse ways to establish a connection to it. The philosophy of ambush marketing consists of achieving conventional marketing objectives using unconventional methods. However, it creates the risk of fines or punishment, since companies that use these strategies even though they do not have sponsorship rights are violating legal requirements.
This case study introduces and analyses the marketing communications tools of sports sponsorship and ambush marketing.
This chapter presents the diverse facets of sports marketing in Western Europe. It showcases the most important types of sports, most significant leagues, bestknown clubs, most popular athletes and the biggest sporting events in Western Europe while elaborating on the relevant aspects of sports marketing. We examine European sportsconsumers, characterise the sports marketing market in Western Europe an explain the current scientific/academic status of sports marketing. Moreover, we illustrate the motives for the internationalisation taking place in sports marketing. In conclusion, this chapter includes an international case study on the entry of the NFL into the European market.
The SDGs give an overview of the world's development challenges of the present and the coming decades and set a new global agenda for more inclusive and sustainable development and growth. These challenges also represent opportunities for social innovations and the creation of scalable and financially self-sustaining solutions by businesses and (social) entrepreneurs. Examples of solutions to social and ecological challenges are for instance providing low-income communities with access to affordable, quality products and services in areas such as water and sanitation, energy, health, education and finance. New business models can meet customer demands by providing solutions and thereby create opportunities for low-income people as employees, suppliers and distributors.
As long as there have been professional sports, there have been relationships on different levels. For example, sponsorship (or patronage as it was called in the early days) was mostly based on personal relations between the local benefactors and their favourite sports club. Regarding media, clubs always maintained special relationships with selected journalists. The bond between fans and their clubs was always a close and mutually beneficial one. All these relationships existed from the start of the sports business. Therefore, relationship marketing is nothing new in the context of sports. Many sporting organisations always knew to value a deep and good relationship with their stakeholders and practised relationship marketing without being aware of it. Successful sports managers, however, take the old wisdom and turn it into a modern relationship marketing approach by structuring the various relationships in order to make them more effective and profitable for the own sporting organisation and the various stakeholders. This chapter ... illustrates the many facets of relationship marketing and the possibilities it offers in the context of the sports business.
Marketing in sports
(2014)
In this chapter the principals of marketing will be explained an transferred to the contex of sports. Following a brief introduction the principles of marketing will be outlined and explained in further detail. Then the subject of sports marketing will be introduced from different perspectives using various definitions and approaches. Afterwards the focus is on the unique characteristics of sports marketing before a model of sports marketing will be presented. Then it will be shown how professional sporting organisations might market their products an themselves. The chapter concludes with a detailed case study using the example of FC St. Pauli which is one of only few real brands in German sports.
This concluding chapter summarises and discusses the different parts and findings of the anthology on hand. The main statements and conclusions of each chapter are presented. Following up, the editors try to look into the future of the sports business and sports management in general and the future of sports marketing in particular and draw a final conclusion.