Job search
Job Search

Going global and commercial

by Liz Terry, Leisure Media | Published in Sports Management 2012 issue 2
Read on turning pages | Download PDF of this issue

The future growth and prosperity of the sports market will be inextricably linked to the development of TV rights and associated sponsorship in a way that will change the essence of many sports, as well as the way facilities are designed and grassroots sport is organised. This was the message from the International Herald Tribune Sports Business Summit, held recently in Istanbul, Turkey.

We're moving from a time when sports are televised only if they're telegenic, to one where they're adapting themselves to be 'televisable' in a way that's altering their fundamental nature. Delegates heard how the America's Cup sailing - originally thought to be an untelevisable sport - has adapted in two ways, firstly by rigging boats with cameras and the crew's with heart rate monitors and microphones to enable close-up camera work and secondly by the creation and marketing of a 'stadium sailing' concept - close-fought races which take place in bays with headlands. Both concepts enable spectators to enjoy the action and drama close-to.

Cricket was given as another example - the game now comes in three formats - a five-day test, a 50-over game and Twenty20 cricket. With these options up its sleeve, the International Cricket Council (ICC) is looking for new markets to win over. Examples were given of everything from Masai Warrior Cricket (apparently spear-throwing skills are transferrable) through to breaking the Afghan market, which is seen as ripe for development. Film director Sam Mendes has even made a film about it called 'Out of the Ashes: Afghanistan and Cricket'. The ICC wants to develop more markets like Pakistan, where half the population - 550m people - are cellphone users and there are opportunities to develop lucrative sponsorship income around this technology.

Finding ways to break into new global markets was a big theme of the conference and in an excellent case study of Major League Baseball (MLB), Jim Small, VP of Asia for MLB explained how the sport targets growth by understanding what drives attendances at games. He contrasted the US - where research showed 54 per cent of 'moms' are baseball fans, make decisions about attendance and see it as entertainment, meaning actual participation in the sport isn't the main driver of attendance - with China, which MLB has targeted for growth, but where actual participation in the sport is the main factor which drives people to attend games.

As a result, MLB is getting involved with sport in schools in China with the aim of growing interest in baseball from the grassroots up, with its eye on the prize of high game-day attendances, TV rights and sponsorship riches in a market that's so huge, "if you're one in a million, there are 1,400 of you".

Small said it takes generations to create a truly global 'sports property', but you know you've made it when the passion is passed down the generations from grandparents to parents and then to children. "It's a long-term play," he concluded.

This focus on growth, change, TV rights, sponsorship, globalisation and the commercialisation of sport is coming fast and will fundamentally change the way sport and sports facility provision operates in ways we are only just beginning to understand.

Sign up for FREE ezines & magazines
Sports jobs
Everyone Active
featured job

Swimming Teachers

Everyone Active
Salary: Competitive hourly rate
Job location: Nationwide

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Nuneaton, United Kingdom

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: West Lindsey, United Kingdom

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Watford, United Kingdom

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Middlesbrough, United Kingdom

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Stratford Upon Avon, United Kingdom

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: St Albans, United Kingdom

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Washington, United Kingdom

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Alton, United Kingdom

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Fleet, United Kingdom
recruiting with sports management

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Rossmore, United Kingdom

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Watford, United Kingdom

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Spelthorne, United Kingdom

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Plymouth, United Kingdom

Recreation Assistant (Lifeguard)

GLL
Salary: Up to £22,008 per annum
Location: Poplar, London, UK

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Bishop's Stortford, United Kingdom

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Leicester, United Kingdom
recruiting with sports management

Leisure Assistant

Circadian Leisure Trust
Salary: £8.21 - £8.70 per hour
Location: Kingswood, Bristol, UK

Assistant General Manager

The Gym Group
Salary: Competitive salary plus benefits
Location: Blackpool, UK

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Blandford Forum, United Kingdom

General Manager

The Gym Group
Salary: Competitive salary plus benefits
Location: Greater Manchester, UK

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Dunstable, United Kingdom

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Blaby, United Kingdom

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Bordon, United Kingdom
training with sports management

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Slough, United Kingdom

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Ealing, United Kingdom

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Chichester, United Kingdom

Gymnastics Coach

Everyone Active
Salary: Competitive
Location: Stowmarket, United Kingdom

Gymnastics Coach

Wiltshire Council
Salary: £13.84 - £15.00 per hour (inclusive of 10% market supplement)
Location: Tisbury, Salisbury, UK

Receptionists

Wiltshire Council
Salary: £20,269 - £21,088 pro rata (incl. of 10% unsocial hours plussage)
Location: Calne, UK

Gymnastics Assistant

Wiltshire Council
Salary: £10.54 - £11.19 per hour
Location: Salisbury, UK
lifeguard jobs  personal trainer jobs  swimming teacher jobs  recreation assistant jobs  Gymnastics Coach jobs  apprenticeships jobs  duty manager jobs  Swimming instructor jobs  general manager jobs  Regional Sales Manager jobs  assistant manager jobs  Swim Teacher jobs  assistant general manager jobs  fitness instructor jobs  Customer Services Advisor jobs 
More jobs

Video Gallery

TVS Sports Surfaces
Established in 2009 as a specialist supplier of noise and vibration solutions, The TVS Group has successfully evolved into four key strategic divisions; TVS Sports Surfaces, TVS Gym Flooring, TVS Play Surfaces and TVS Acoustics.
Visit website
More videos

Company profile

Company profile: Crown Sports Lockers
Crown Sports Lockers has designed, crafted and fitted bespoke timber furniture for spas, hotels and the sport and leisure sectors since 1993.
View full profile >
More company profiles

Featured Supplier

Crown overhaul changing rooms at Saunton Sands spa
Saunton Sands Hotel in Devon, UK, has completed a £2m expansion of its spa and wellness facilities.
View full details >
More featured suppliers

Diary dates

23-25 Jul 2019
Melbourne Convention and Exhibition Centre, Melbourne, Australia
05-06 Sep 2019
TagusPark, Oeiras, Portugal
21-22 Sep 2019
Locations worldwide,
23-26 Sep 2019
JW Marriott Turnberry Resort & Spa, Miami, United States
More diary dates