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THE WORLD VOICE OF SPORT MANAGEMENT Book of Abstracts 3rd WORLD ASSOCIATION FOR SPORT MANAGEMENT WORLD CONFERENCE Santiago de Chile, Chile, 16–19 October, 2019 Editors-in-Chief: Brandon Mastromartino, University of Georgia, USA Irena Valantine, Lithuania Sports University, Lithuania Andrew Kim, University of Georgia, USA Brenda G. Pitts, Georgia State University, USA James J. Zhang, University of Georgia, USA Kaunas 2019 THE WORLD VOICE OF SPORT MANAGEMENT Book of Abstracts of the 3rd WORLD ASSOCIATION FOR SPORT MANAGEMENT WORLD CONFERENCE Santiago de Chile, Chile, 16–19 October, 2019 Editors-in-Chief: Brandon Mastromartino, University of Georgia, USA Irena Valantine, Lithuania Sports University, Lithuania Andrew Kim, University of Georgia, USA Brenda G. Pitts, Georgia State University, USA James J. Zhang, University of Georgia, USA Copyright by LITHUANIAN SPORTS UNIVERSITY No part of this book may be reproduced or transmitted in any form or by any means without written permission from the Lithuanian Sports University. Each Abstract was reviewed by two external scientists of the field. The statements and views expressed in the contirbutions are those of their authors and do not necessarily represent those of the Editorial Board and the publisher. This Book of Abstracts includes all the conference communications (oral and poster) received before the editing deadline. Those received later are not published in the book. Bibliographic information of the publication is provided in the National Bibliographic Database of Martynas Mažvydas National Library of Lithuania (NBDB). eISBN 978-609-8200-24-9 SCIENTIFIC COMMITTEE Brenda G. Pitts, Georgia State University, USA and James J. Zhang, University of Georgia, USA THE WASM 2019 SCIENTIFIC REVIEW COMMITTEE Brenda Pitts, USA James Zhang, USA Ruth Crabtree, UK Lauren Johnson, USA Andrew Kim, USA Winston Chou, Taiwan Euisoo Kim South, Korea Lei Luo, China Irena Valantine, Lithuania Newton Jackson, USA Khatereh Jamaat, Iran Jerónimo Fernández, Spain Rosa López de DʼAmico, Venezuela Jennifer Pecoraro, USA Barbara Osborne, USA Etsuko Ogasawara, Japan Darlene Kluka, USA Anneliese Goslin, South Africa Trish Bradbury, New Zealand Ivo Hooft, Netherlands 3 KAREN DANYLCHUK President of the World Association for Sport Management Greetings Sport Management Colleagues! On behalf of the World Association for Sport Management (WASM), I am delighted to extend a warm invitation to our Third WASM conference that will be hosted by Universidad Santo Tomás in Santiago, Chile October 16– 19, 2019. Conference host Rodrigo Andrés Alvarado Strange, Director of the Sport Science Institute of Santo Tomás University, conference coordinator Gerardo Bielons, Director of Events GB, Scientific Program Co-Chairs Brenda Pitts and James Zhang, and the WASM conference team have been working diligently to plan an outstanding program with the theme “The World Voice of Sport Management”. Our previous two conferences in Madrid, Spain (2014) and Kaunas, Lithuania (2017) attracted participants from over 40 countries and we are confident that Santiago will prove to be another outstanding success. Please browse our conference website and be sure to submit an abstract by the deadline date of 1st March, 2019. We look forward to seeing you in the beautiful city of Santiago! RODRIGO ALVARADO Director of the Sports Science Institute On behalf of the Sports Science Institute of the University of Santo Tomás, it is a great pleasure and a privilege, to host the WASM World Conference 2019, in our 10th anniversary. This institute was created with the mission of developing advanced human capital, as well as generating and spreading knowledge for the sports development, in a joint work with the Olympic Committee of Chile, which will also be part of the 2019 conference. We believe that the conference topic called “The World Voice of Sport Management”, it perfectly reflects what we expect from this congress to be, the meeting of many voices throughout the world, that gives a global view to the development of sports management, particularly since this is the first time this conference will takes place in America. Our country has been taking important steps and assuming great challenges in the sports field, crowned with its designation as host of the Pan American Games in 2023. We are working on a strong scientific and social program to offer the best opportunities for your professional, academic and networking development, as well as to offer the opportunity to discover the beauty and energy of our country and our capital, Santiago. We are aware that for some of you, it will be a long journey, but believe me, it is worth it. We look forward to seeing you soon at the WASM 2019 World Conference, “The World Voice of Sport Management”. 4 KEYNOTE SPEAKERS PATRICK NALLY A PRACTITIONER’S VIEW OF THE SPORTS MARKETING INDUSTRY Patrick Nally’s has often been described as the founding father of modern sports marketing. Through West Nally, the company he founded in 1970 with Peter West, he created the blueprint on which much of sports marketing is based to this day. His vision and innovation have shaped the way the sports business operates. Patrick’s work created a revolution in sports marketing which involved the identification, ownership and branding of rights and assets, which could then be packaged and offered to category specific sponsors. This seminal advance ensured valuable exclusivity over a defined and protected set of rights for sponsor brands and, in doing so, ensured that rights owners benefited from previously unheard of fee levels while brands were empowered to create powerful and hugely effective campaigns. It was an approach, which demanded a fresh mind-set from governing bodies, and event hosts, which had previously struggled to manage commercial activities. Patrick was responsible for bringing Coca Cola into football; first as the corporate backer of FIFA’s global development programme, then as sponsor of the first World Junior Championship, Tunisia 1977 and finally as a founder member of the Inter Soccer 4 programme which generated previously unimaginable sponsorship revenues for major FIFA and UEFA competitions. Coca Cola remains a committed sponsor of the FIFA World Cup and Olympic games among other properties, which have been shaped by his trail-blazing approach. He continues to work with many of the world’s best-known brands and leading sports properties and Federations to create outstanding commercial value and marketing benefit for all parties. Nally remains one of the best-connected individuals and most effective radical thinkers in sports marketing and is at the heart of thought-leadership in the sector through his consultancy work. His unique insight into sport and its commercial and media partners, together with his deep reservoir of knowledge, and record of innovation within the sector is aligned to an innate understanding of the needs and culture of brands. This allows him to create consultative pathways designed to guide them towards their goals. The result is clear objective-driven strategies and activation, which harnesses the huge power of sports to the greatest effect in achieving the specific and measurable goals of client companies and organisations. 5 FLÁVIA DA CUNHA BASTOS SPORT MANAGEMENT IN LATIN AMERICA AND THE WORLD SCENARIO: FOCUS AND CHALLENGES Flávia da Cunha Bastos is an Associate Professor at Sport Department of São Paulo University (Brazil). She teaches Sport Management related disciplines in the undergraduate course of Physical Education and Sport. But she is also professor and advisor of master’s and PhD’s students in the Postgraduate Program of the School of Physical Education and Sport of the São Paulo University. She has a Bachelor’s degree and a Master’s degree in Physical Education by the University of São Paulo as well as a PhD in Education by the University of São Paulo. Her research activities are developed as a Leading Researcher of the Group of Studies and Research in Sport Management (GEPAE), since 2003, as coordinator of the Laboratory of Management, Policies, Marketing and Communication in Sport and Physical Education (LAGECOM) of School of Physical Education and Sport, University of São Paulo. Flávia is one of the founders and the first president of ABRAGESP (Brazilian Association of Sport Management). Currently is member of the Association Scientific Committee. She is also member of ALGEDE (Latin American Association of Sport Management), since 2011, and of AIGD (Intercontinental Alliance of Sport Management), since 2010. Flávia was Chair of the Organizing Committee of the ALGEDE 2015 Conference (Brazil) and also Chair of the Scientific Committee at ALGEDE Conference 2017 (Argentina). LUIS MANFREDI LA LIGA WORLD BUSINESS EXPANSION Luis Manfredi is currently the CEO of the Football Professional League of Ecuador. Until April 2018, he was also the Head of Internal Coordination and Procurement Manager at La Liga (Spanish Professional Football League). Luis’ long work experience in the sports sector also includes working as Chief Financial Officer for a Spanish professional football club (Hércules C.F). In his last position, among other functions, Luis was representing La Liga in front of the Spanish Tax Authority and in a number of Joint Committees supervising football clubs undergoing insolvency procedures. Luis Manfredi has studied a degree in Law in the Universitat Oberta de Catalunya in Spain. In addition, he has studied a degree in Business Administration at University of Alicante in Spain. Finally, Luis has a Master of Science in Business Administration by the Jönköping International Business School in Sweden. 6 CONTENT LEGAL SYSTEMS IN A GLOBAL SPORT BUSINESS MARKETPLACE LEGAL SOLUTIONS FOR THE GENDER PAY GAP IN PROFESSIONAL SPORT. Barbara Osborne 15 EMERGING LEGAL ISSUES IN ESPORTS. Mark Nagel and Matt Brown 16 PROTECTING THE COMMERCIAL VALUE OF MODERN ELITE SPORT: ARGUMENTS FOR 17 A EUROPEAN SPORT SPECIFIC EVENT RIGHT. Simon Gardiner WORKING CONDITIONS IN LITHUANIAN WOMENʼS BASKETBALL LEAGUE TEAMS. Rasa Kreivyte 17 and Irena Valantine THE RISK MANAGEMENT AND REGULATION OF TRAMPOLINE PARKS.
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