The USC Marshall Sports Business Institute
The Convergence of Sports & Entertainment
Mapping Convergence
December 31, 2009 Mapping Convergence
Book Structure
The book has three distinct sections on Convergence At-Home, Away from Home, & At-Venue
Each section contains three chapters; each of which includes: One Case Study Chapter Topic History Two Historical Examples Primary Research & Topic Analysis Commentary from an Industry Patriarch Total of Four Interviews from Targeted Industry Participants
Research Includes: Cross Section of Representative Topics Domestic & International Examples and Analyses Diversity of Stakeholders Mapping Convergence – Section 1
Section 1: At-Home Convergence
Ch 1: TV Content Ch 2: Video Gaming Ch 3: Athlete Branding
Case Study ~ 10 pgs Case Study Case Study Case Study Beijing Olympics - NBC Nintendo Wii David Beckham
Targeted Interview David Neal: EVP, NBC Olympics Perrin Kaplan: Former VP, Mktg. & Shawn Hunter: CEO, Chivas USA Corp. Affairs, Nintendo
Ch. History ~ 3 pgs Chapter History Chapter History Chapter History
Hist. Analysis ~ 9 pgs Contemporary Historical Analyses Contemporary Historical Analyses Contemporary Historical Analyses Ex. 1 ESPN College GameDay THQ ’s WWE Franchise Tony Hawk Targeted Interview John Skipper: EVP, Content, ESPN Brian Farrell: CEO, THQ Will Kassoy, SVP, Activision Ex. 2 Ultimate Fighting Championship Major League Gaming Yao Ming Frank & Lorenzo Fertitta: Founders Targeted Interview Michael Sepso: Co-Founder, MLG Adam Silver: Deputy Comm., NBA Zuffa, LLC
Primary Research SBI Trend Analysis SBI Trend Analysis SBI Trend Analysis ~ 8 pgs
Targeted Industry Chapter Topic Q&A Chapter Topic Q&A Chapter Topic Q&A Patriarch Interview ~3 pgs David Hill: Chairman, Fox Sports Peter Moore: President, EA Sports Sandy Montag: SCVP, IMG
Draft Completed Interview Conducted Mapping Convergence – Section 2
Section 2: Away From Home Convergence
Ch 4: The Internet Ch 5:Mobile Technology Ch 6: Gambling
Case Study ~ 10 pgs Case Study Case Study Case Study MLBAM Verizon V Cast World Series of Poker Terry Denson: VP, Content Strategy & Jeffrey Pollack: Former Targeted Interview Bob Bowman: CEO, MLBAM Acquisition, Verizon Commissioner, WSOP
Ch. History ~ 3 pgs Chapter History Chapter History Chapter History
Hist. Analysis ~ 9 pgs Contemporary Historical Analyses Contemporary Historical Analyses Contemporary Historical Analyses Ex. 1 Rivals.com Sling Media Betfair.com Targeted Interview Dave Morgan; Ex. Ed., Yahoo! Sports Blake Krikorian: Founder, Sling Media David Yu: CEO, Betfair Ex. 2 Citizen Sports Network Nike + March Madness Terry Jicinsky : SVP, Marketing, Targeted Interview Jeff Moorad: Member, BOD, CSN Michael Tchao: General Mgr., Nike + LVCVA
Primary Research SBI Trend Analysis SBI Trend Analysis SBI Trend Analysis ~ 8 pgs
Targeted Industry Chapter Topic Q&A Chapter Topic Q&A Chapter Topic Q&A Patriarch Interview ~3 pgs George Bodenheimer: Pres., ESPN Larry Witherspoon: CEO, Tickets.com Frank Fahrenkopf: Pres. & CEO, AGA
Draft Completed Interview Conducted Mapping Convergence – Section 3
Section 3: At-Venue Convergence Ch 7: Sports Anchored Development Ch 8: Venue Technology Ch 9: Corp. Marketing
Case Study ~ 10 pgs Case Study Case Study Case Study Dubai Sports City University of Phoenix Stadium Disney/ESPN WWS Complex
Targeted Interview Malcolm Thorpe: Mktg. Director, DSC Mike Bidwill, Pres., Arizona Cardinals Ken Potrock: SVP, Global Sports Enterprises, WDPR
Ch. History ~ 3 pgs Chapter History Chapter History Chapter History
Hist. Analysis ~ 9 pgs Contemporary Historical Analyses Contemporary Historical Analyses Contemporary Historical Analyses Ex. 1 Coors Field Sprint/Fan View The O2 Dome Targeted Interview Ray Baker: Chairman, DMMLBSD JP Brocket: GM, Wireless Consumer David Campbell: CEO, The 02 Applications, Sprint Product Mgmt. Ex. 2 L.A. Live Red Bull Cisco Targeted Interview Tim Leiweke: CEO, AEG Robert Hollander: Pres., Amalfi Ron Ricci: VP, Corp. Pos., Cisco Ventures
Primary Research SBI Trend Analysis SBI Trend Analysis SBI Trend Analysis ~ 8 pgs
Targeted Industry Chapter Topic Q&A Chapter Topic Q&A Chapter Topic Q&A Patriarch Interview ~3 pgs Matt Rossetti: President, Rossetti Jack Hill: GM, Cowboys Stadium Arte Moreno: Owner, Angels Baseball
Draft Completed Interview Conducted Mapping Convergence
Book Outline Summary
Research Includes:
Cross Section of Representative Topics Domestic and International Examples and Analyses Diversity of Stakeholders
Text Will Include 36 Interviews:
9 Case Studies Interviews (1 per chapter) 18 Historical Example Interviews (2 per chapter) 9 Industry Patriarch Interviews (1 per chapter)