Marketing Esportivo

Cevnautas, Vai aqui uma boa oportunidade do Brasil mostrar que tem mkt gestão esportiva. Colei um exemplo de verbete depois da mensagem. Quem tiver interesse pelo manual de redação, favor escrever direto para laercio@cev.org.br

de    Susan Moskowitz <sports@golsonmedia.com>
para    SPORTMGT@listserv.unb.ca
data    6 de julho de 2010 11:34
assunto    CFA: SAGE Encyclopedia of Sports Management and Marketing
  
We are inviting academic editorial contributors to the Encyclopedia of Sports Management and Marketing, a new 4-volume, 4-color reference to be published in 2011 by SAGE Publications.

This comprehensive work will include some 1,000 articles as a multi-author, multi-curricular reference primarily for college and university libraries.

Over 200 academic programs in the U.S. (and nearly 50 in Canada, Europe, and Australia) now focus specifically on sport management education.Students and professionals consulting the work will come from these programs, as well as traditional disciplines, such as business and marketing, communication, physical education, and sports psychology. Because entries, by intent, will be comprehensible for the lay reader, the encyclopedia will serve a secondary market in public libraries for the general public and sports marketing professionals. We are now making assignments with a deadline of September 3, 2010.

Each article, ranging from 500 to 3,500 words, is signed by the contributor. The General Editor for the encyclopedia is Linda E. Swayne, Ph.D., UNC-Charlotte,  who will review all the articles for editorial content and academic consistency. In addition, the project is overseen by a distinguished editorial board.

If you are interested in contributing to the encyclopedia, it can be a notable publication addition to your CV/resume and broaden your publishing credits. Payment for the articles are honoraria that range from a $50 book credit at Sage Publications for article submissions totaling 500 to 1,000 words up to a free set of the finished encyclopedia for contributions totaling 10,000 words.

The list of available articles (Excel file) and Style Guidelines are attached for your review. Please select which unassigned articles may best suit your interests and expertise and e-mail your article selections to me and I will confirm availability.

If you would like to contribute to building a truly outstanding reference with the Encyclopedia of Sports Management and Marketing, please contact me by the e-mail information below. Please provide a very brief summary of your relevant background. Thanks for your time and interest.

Susan Moskowitz - Director of Author Management - Golson Media - sports@golsonmedia.com

Atlanta Braves                                   
Marketing the Atlanta Braves has been a roller coaster ride marked by relocations, extended losing streaks, and championship seasons. The Braves began life as the Boston Red Stockings in 1871. The team moved to Wisconsin in 1953 to become the Milwaukee Braves. After relocating to Atlanta in 1966, the Braves became known as one of the worst teams in baseball. By 1973, La Salle-Atlanta Corporation was losing close to a million dollars a year on the team, and management was delighted when Ted Turner, an Atlanta media entrepreneur and former advertising executive, offered to purchase the right to televise 60 Atlanta Braves games over the next five seasons for $3 million. The Braves standing plummeted even further in 1974 after management sold Hank Aaron, who had recently broken Babe Ruth’s homerun record, to the Milwaukee Brewers. Announcing that he was tired of seeing the Braves kicked around, Turner purchased the team in 1976.
Turner’s ownership placed the Braves in a unique position because Turner was able to use his own media outlets to promote the Braves. From the beginning, Turner was a hands-on owner, and the Braves were cast into a whirlwind of promotional activities ranging from motorized bathtub and ostrich racing to wet T-shirt contests and high-wire performances. Special promotions included Headlock and Wedlock Night in which pre-game activities involved the marriage of 34 couples and post-game entertainment included pro wrestling. Although much of the baseball world was embarrassed and astonished by Turner’s antics, attendance at Braves games rose to 800,000 in 1976, an increase of 50 percent over the previous year. Turner ceded ownership of the Atlanta Braves to Time Warner in 1996 when the media giant purchased Turner Broadcasting. In 2007, Time Warner exchanged the Braves for 68.5 million shares of its own stock, and the Atlanta Braves became a subsidiary of Liberty Media Corporation.
Throughout the years, the Braves have maintained a loyal fan following. However, management has been forced to compete with other professional sports and various forms of entertainment for fan’s attention. Braves marketing efforts are often carried out in conjunction with those of locally-based sponsors such as Coca Cola, Home Depot, Cingular Wireless, and Bell South as well as those of Anhauser Busch, which holds beer rights at Turner Field. Spring training games are held at Disney’s Wide World of Sports Complex in Orlando, Florida, and Disney accepts responsibility for much of the promotion for those games.

Successful Farnchise

During the 1981 season, attendance at Braves games fell by almost 50 percent, and Turner fired Bobby Cox as general manager. In 1982, the Braves won the division title under the management of Joe Torre, but Torre was fired the following year when the team finished 80-82. By 1985, Bobby Cox was back with the Braves in the role of General Manager. In June 1990 when the Braves record stood at 25-40, Cox chose to leave the front office for the dugout. The following year was a turn-around season for the Braves, and Cox and John Schuerholz, who replaced Cox as general manager, were praised for creating one of the most successful franchises in baseball history. After 1992, the Braves made it to 12 playoffs in a row, averaging 100 wins per season.
Although many sports fans have expressed disappointment that the Atlanta Braves have failed to repeat their World Series win of 1995, the team has maintained its status as a highly marketable product. The Front Office has attempted to ensure that marketing efforts are responsive to the changing environment in which professional baseball exists. In 1995, Braves promoters focused on the rising fame of younger players, offering a “9 Game Flex Plan” that provided fans with autographs of rising stars such as Jeff Francoeur and Kyle Davies. This move was so successful that it reversed a seven-year decline in attendance. By the end of the 20th century, game attendance had climbed to more than 3.5 million per season.
Attendance at Braves games is dependent on a number of factors. While die-hard fans continue to shell out big bucks for season tickets, others choose to stay home.  When attendance began to decline early in the 21st century, the Braves Front Office stepped up promotional efforts. In 2001, the Braves partnered with TBS to sponsor “10 Years of Great Baseball,” a marketing campaign honoring the contributions of Sid Bream and Francisco Cabrera during the victorious 1992 season in which the Atlanta Braves went from “worst to first.” Asking “Where were you when Sid slid?” focused fan attention on the point at which the Braves cinched their place in baseball history and reminded them of the excitement generated by a well-played baseball game. Fans were encouraged to visit the Braves official web site and cast votes for their favorite Braves moments. In 2004, TBS began airing “Braves TBS Baseball Friday Night Xtra,” profiling such baseball greats as Carl Ripken, Jr., Ryne Sandberg, and Ozzie Smith.
Braves marketing activities frequently focus on luring entire families to Turner Field in downtown Atlanta. In the summer of 2004, Braves sponsor Xbox installed game consoles in the House of Blues to entice fans of all ages to engage in interactive play. Cartoon Network’s 33,000-square foot Tooner Field opened in 2005 to provide kids with the opportunity to play baseball, interact with plastic Cartoon Network characters, and experience what it is like to be a rock star. Other popular family attractions include Scout Alley, which offers interactive games and exhibits and Monument Grove, which pays homage to legendary Braves players such as Hank Aaron, Phil Niekro, Ty Cobb, and Dale Murphy. The Braves’ digital dugout allows fans to play baseball using Sega Dreamcast machines. One of the most eye-catching attractions at Turner Field promotes both the Braves and corporate sponsor Coca Cola. Sky Field sits atop the roof of left field, featuring pitching mounds for children, a 42-foot high Coca Cola bottle, and cannons that shoot off fireworks whenever Braves score homeruns. For fans that chose to watch the Braves from the comfort of home, the club has partnered with Comcast to launch BravesVision, a 24/7 station on which fans can watch live games, player interviews, and classic games in high definition.
As the economy continued to nosedive in the winter of 2008, the Braves front office announced that ticket prices for seats along outfield lines would be reduced, with some seats selling for only a dollar. The club also reversed a long-standing rule and began allowing fans to bring their own food and beverages to Turner Field. By January 2009, the Braves were offering full season tickets on a buy-two, get two-free basis.

See Also: Brand Image; Franchise; Identity.

Bibliography
Armour, Mark L. and Daniel R. Levitt. Paths to Glory: How Great Baseball
   Got that Way. Washington, D.C.: Brassey’s, Inc., 2003.
Barzilla, Scott. The State of Baseball Management: Decision-Making on the Best and
   Worst Teams, 1993-2003. Jefferson, NC: McFarland, 2004.
Bibb, Porter. Ted Turner: It Ain’t As Easy As It Looks. Boulder, CO: Johnson
    Books, 1997.
Caruso, Gary. The Braves Encyclopedia. Philadelphia, PA: Temple University

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