The Business of Sport Management
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‘We are desperate for a text in this area.’ Dr Kamel Mellahi, Lecturer in OF THE BUSINESS Strategic Management, Loughborough University Business School, Loughborough University, UK ‘In the process of professionalisation of sports businesses in general and sport management in particular, I strongly recommend this book. It offers a perfect guide to students as well as experienced professionals for the 21st Century.’ Jos Verschueren, Programme Director Sports Management, VLEKHO Business School, Brussels, Belgium ‘A comprehensive and useful text that will be recommended reading to all those studying the management of sport at undergraduate and postgraduate levels.’ Dr Peter Williams, School of Leisure, Hospitality and Food Management, University of Salford, UK ‘Unlike many other textbooks, Beech & Chadwick's book is not lacking in management theory. It is useful for academics teaching the subject as well as for practitioners in a sport business.’ Paul De Knop, Full Professor in Sport Management and Sport Sociology at the Universities of Brussels, Belgium and Tilburg, SPORT MANAGEMENT The Netherlands. The scale and importance of the lucrative sport industry demands Key Features quality business professionals. This ground-breaking new book equips the manager and future manager of sport organisations with the tools • The first business-focussed they need. The Business of Sport Management is ideal for students of textbook to meet the needs of the sport management on programmes of leisure studies, sports studies sport management student and business studies. Written and contributed to by leading academics outside the US. and practitioners in the UK, Europe and Australia it is also of great interest to practitioners working in sport businesses. • Many original case studies and examples of a wide variety of Blending both theory and practice The Business of Sport Management sports encourage students to looks at the distinctive context of sport organisations. It examines apply the theory to real-world sport management theories and practice within functional areas such as finance, human resource management and marketing. Finally it scenarios. considers important contemporary issues such as risk management, • Learning outcomes, questions, the media, sponsorship and merchandising. Set in an international environment the authors have chosen stimulating examples from a exercises and ideas for further research help students structure wide variety of sports. Chadwick Beech & THE BUSINESS OF their progress. About the Editors John Beech is the Head of Leisure, Sport and Tourism Management at Coventry Business School, Coventry University. SPORT MANAGEMENT Simon Chadwick lectures at Leeds University Business School, the University of Leeds. Edited by an imprint of www.pearson-books.com John Beech & Simon Chadwick The Business of Sport Management We work with leading authors to develop the strongest educational materials in business and finance, bringing cutting-edge thinking and best learning practice to a global market. Under a range of well-known imprints, including Financial Times Prentice Hall, we craft high-quality print and electronic publications which help readers to understand and apply their content, whether studying or at work. To find out more about the complete range of our publishing please visit us on the World Wide Web at: www.pearsoned.co.uk The Business of Sport Management Edited by John Beech Coventry Business School and Simon Chadwick Leeds University Business School Pearson Education Limited Edinburgh Gate Harlow Essex CM20 2JE England and Associated Companies throughout the world Visit us on the World Wide Web at: www.pearsoned.co.uk First published 2004 © Pearson Education Limited 2004 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without either the prior written permission of the Publishers or a licence permitting restricted copying in the United Kingdom issued by the Copyright Licensing Agency Ltd, 90 Tottenham Court Road, London W1T 4LP. All trademarks used herein are the property of their respective owners. The use of any trademark in this text does not vest in the author or publisher any trademark ownership rights in such trademarks, nor does the use of such trademarks imply any affiliation with or endorsement of this book by such owners. ISBN 0 273 68268 7 British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library. 10 9 8 7 6 5 4 3 2 1 08 07 06 05 04 Typeset in 10/12.5 pt Sabon by 3. Printed and bound by Ashford Colour Press, Gosport. The publisher’s policy is to use paper manufactured from sustainable forests. Brief contents Part I The context of sport 1 1Introduction John Beech 3 2Governance and ethics in sport Ian Henry and Ping Chao Lee 25 3The role of the State in sport Chris Parker with Alan Barnard 43 Part II Business functions applied to sport 67 4Organisational behaviour in sport organisations John Old 69 5Human resource management in sport 93 Terrence Wendell Brathwaite 6Sport marketing Malcolm Sullivan 128 7 Sports finance Bill Gerrard 154 8Managing small and not-for-profit sport organisations 191 Cameron O’Beirne 9Strategy and environmental analysis in sport Chris Parker 213 10 Managing sport operations, quality and performance Terri Byers 240 11 Information technology and management information systems in 268 sport Cameron O’Beirne and Susan Stoney Part III Sport management issues 291 12 Sports and the law Karen Bill 293 13 Sport event and facility management Dave Arthur 321 14 Sport sponsorship and endorsements 350 Des Thwaites and Simon Chadwick 15 Sport broadcasting Harry Arne Solberg 368 16 eManaging sport customers Alan Tapp 394 17 Risk management in sport Dominic Elliott 414 18 The sports betting industry David Morris 431 19 The future for sport businesses Simon Chadwick 452 Contents Figures xv Tables xvi Exhibits xvii Case studies xviii About the authors xxi Preface xxv Acknowledgements xxvii Abbreviations xxviii Useful websites xxx Part I The context of sport 1 1Introduction 3 John Beech Overview 3 The main focus of the book 4 The development of a sport as business 5 The development of professional sport and professional players 10 Key themes 13 Key topics and issues 18 Conclusion 20 Discussion questions 23 Guided reading 23 Recommended websites 24 Keywords 24 Bibliography 24 2Governance and ethics in sport 25 Ian Henry and Ping Chao Lee Overview 25 Introduction 26 Systemic governance 27 Organisational governance and the ethics of governance 30 Political governance 34 Systemic, organisational and political governance and sports policy in the UK 36 Conclusion 38 Discussion questions 40 Guided reading 40 Recommended websites 41 viii Contents Keywords 41 Bibliography 41 3The role of the State in sport 43 Chris Parker with Alan Barnard Overview 43 A historical overview of the UK 44 Only three influences? 47 Why is the State involved? A modern perspective 48 Funding 49 Sporting bodies and international sporting achievement 54 Sport in education 58 The future role of the State 60 Conclusion 61 Discussion questions 64 Guided reading 65 Recommended websites 65 Keywords 65 Bibliography 66 Part II Business functions applied to sport 67 4Organisational behaviour in sport organisations 69 John Old Overview 69 Organising and organisations 69 Types of organisation 72 Managing groups and teams 77 Communication 80 Organisational culture 81 Structure, behaviour, communications and culture – bringing them all together 85 Conclusion 88 Guided reading 91 Recommended websites 91 Keywords 92 Bibliography 92 5Human resource management in sport 93 Terrence Wendell Brathwaite Overview 93 The ‘impact of expectancy’ and managing people in sport 95 Motivation as theory and praxis in HRM 98 Multiple intelligence and motivation in HRM 103 The sports HR manager as a Yenza strategist 106 Functions of the HRM matrix in sports 110 Contents ix Conclusion 122 Discussion questions 125 Guided reading 125 Recommended websites 126 Keywords 126 Bibliography 126 6Sport marketing 128 Malcolm Sullivan Overview 128 The nature of sport marketing 129 Sports customers 130 Operational sport marketing 138 Conclusion 149 Guided reading 152 Recommended websites 153 Keywords 153 Bibliography 153 7Sports finance 154 Bill Gerrard Overview 154 Introduction: the study of sports finance 155 Value in sports organisations 157 Measuring financial value 159 Evaluating financial performance 162 DCF analysis 168 Valuing sports businesses 172 Financing decisions in sports organisations 177 Sport and the stock market 180 Conclusion 181 Guided reading 188 Recommended websites 189 Keywords 190 Bibliography 190 8Managing small and not-for-profit sport organisations 191 Cameron O’Beirne Overview 191 Introduction 191 Issues for the sport SME 193 Developing a business strategy 193 Small-business life cycle 195 Building a competitive edge 197 Operational planning 199 x Contents Cash flow management 199 Section summary 202 Managing the not-for-profit sport organisation 202 Strategic issues for the not-for-profit sport organisation 203 Conclusion 208 Discussion questions 210 Guided reading 211 Recommended websites 211 Keywords 212 Bibliography 212 9Strategy and environmental analysis in sport 213 Chris Parker Overview 213 Understanding strategy 214 Vision 217 Identifying, understanding and analysing environments 220 PESTEL 220 Porter’s forces 222 Core competencies