Marketing of Olympic Sport Organisations

marketing-of-olympic-sport-organisationsAlain Ferrand, PhD, has been the head of the sport management department at the University of Lyons since 1991. He is an associate professor at the University of Turin and collaborates with the French and Italian National Training and Educational Center for top athletes—French National Institute of Sport and Physical Education (INSEP) in Paris and Scuola Dello Sport in Rome. He is also a member of the editorial board of European Sport Management Quarterly.

Luiggino Torrigiani is president of LT and Partners Sport Management Consultancy based in Switzerland, which specializes in event and sport marketing management. Torrigiani received postgraduate degrees in sport management from the Swiss Graduate School of Public Management (IDHEAP) and the Swiss Olympic Association, as well as in business administration from the University of Lausanne. Torrigiani started his business career in the industry at Caterpillar and Logitech, holding senior marketing positions at the international level. He then worked as the marketing director successively in two major international sport federations: International Cycling Union (UCI) and International Federation of Volleyball (FIVB), where he was responsible for marketing, sponsorship, and television rights. Along with Dr. Ferrand and others, he is responsible for the Marketing Module of MEMOS (Executive Masters of Sports Management).

Expand your understanding of the unique strategic and operational marketing issues that Olympic sport organizations and their stakeholders face. Marketing of Olympic Sport Organisations offers valuable insight into the purposes of Olympic sport organizations as well as the differences between profit-motivated sport businesses and not-for-profit sport organizations. It also shows you how to integrate the two increasingly similar concepts into your marketing strategy.

Marketing of Olympic Sport Organisations was developed for use in the Executive Masters in Sports Organisation Management (MEMOS) program. MEMOS, founded in 1995 by a network of European universities supported by Olympic Solidarity, aims to improve the management of sport organizations and provide a higher level of training for sport managers.

The book covers the second of three courses in the MEMOS program. It addresses in detail the combination of social and economic issues within the Olympic movement that create unique challenges and influence the effectiveness of marketing, sponsorship, and sales programs for sport organizations. A key issue is how to successfully intertwine the business-oriented concepts of a profit organization with the lifestyle and social aspects of marketing for a not-for-profit group. These concepts can be applied to any sport marketing organization.

Each chapter in Marketing of Olympic Sport Organisations contains a case study from a different European country that shows how different sport organizations have marketed themselves and improved their standing. After each case study is introduced, it is referred back to periodically throughout the chapter to illustrate key points. Readers will learn how to do the following: Improve brand equity management by assessing and managing its assets and liabilities. Better understand the stakeholders of the Olympic sport organization by analyzing their expectations and decision-making processes in order to deliver the right service. ·Market strategically by gaining strong positioning in the marketplace and developing more superior resources and competencies than those of competitors. Manage strategic sponsorships by specifying the persuasive impact and developing a model to work out strategic choices. Marketing of Olympic Sport Organisations will help marketers worldwide improve the effectiveness of their marketing programs, resulting in successful sport organizations.