Canadian Sport Marketing

Norm O’Reilly, PhD, MBA, CPA, is dean of the Graduate School of Business at the University of Maine and a professor of sport management in the Maine Business School. A Canadian, Dr. O’Reilly was the founding director of the International Institute for Sport Business and Leadership in the Gordon S. Lang School of Business and Economics at the University of Guelph. He has authored 16 books and more than 150 management journal articles. He was awarded the Distinguished Career Contributions Award by the American Marketing Association’s Sport Marketing Special Interest Group (2015) and is a fellow of the North American Society for Sport Management. O’Reilly was assistant chef de mission (assistant mission leader) for the Canadian team at the 2016 Paralympic Games in Rio, Brazil, and has attended four Olympic Games in various capacities with Team Canada. Benoît Séguin, PhD, is a professor of sport marketing in the School of Human Kinetics at the University of Ottawa. His research focuses mainly on sport sponsorship, ambush marketing, brand governance, and topics related to Olympic marketing. In addition to his academic work, Dr. Séguin has extensive experience in the management of Olympic sport organizations, including as marketing director of two national sport associations, past president of Diving Canada, assistant chef de mission (assistant mission leader) for the Canadian team (2003 Pan Am Games, Santo Domingo), and board member for several sport organizations. Gashaw Abeza, PhD, is a professor at Towson University. Abeza taught graduate and undergraduate students at the University of Ottawa (Ottawa, Ontario) and Southern Methodist University (Dallas, Texas), and he guest lectured at four other universities. He has been an adjunct professor at the University of Guelph since 2019. His main research interest is marketing communications, with his specific area of expertise in digital media. He has researched and written extensively on the topic of social media in sport and is widely published. He is the coauthor of two books and coeditor of one book: Implications and Impacts of Esports on Business and Society (IGI Global), Sport Sponsorship Insights (Routledge), and Social Media in Sport: Theory and Practice (World Scientific). Dr. Abeza serves as an ad hoc reviewer for a number of academic journals. He currently serves on the editorial boards of eight academic journals: International Journal of Sport Communication; Sport, Business, and Management; Journal of Relationship Marketing; International Journal of Esports Research; Journal of Global Sport Management; Sport Marketing Quarterly; International Journal of Sports Marketing and Sponsorship; and the newly launched Sport Management Digest. Michael L. Naraine, PhD, is an assistant professor in the department of sport management at Brock University and is also an honorary adjunct professor at La Trobe University in Victoria, Australia. His primary research interest is the area of digital sport management and marketing, examining the strategy, fan engagement, and analytics related to new developments in the sport business landscape, including social media, esports, business analytics, and artificial intelligence. Naraine is also a research fellow of the North American Society for Sport Management and is the current editor in chief of Case Studies in Sport Management. Additionally, he serves as an editorial board member for Sport Marketing Quarterly, International Journal of Sport Communication, and the newly founded Sports Innovation Journal.

Foreword
Richard Pound, IOC Member

Introduction
Bob Wanzel, Founding Director, Institute for Sport Marketing, Laurentian University

Part I. Introducing Canadian Sport Marketing
Chapter 1. An Introduction to Sport Marketing
Executive Perspective: Mark Harrison, President and CEO, The T1 Agency
Athlete Perspective: Curtis Knight, National Lacrosse League (NLL) Player and Marketing Professional
Expert Perspective: Jonathon Edwards, Associate Professor of Kinesiology, University of New Brunswick
What Is Marketing?
The Uniqueness of Sport Marketing
Chapter Summary
Test Your Knowledge
Key Terms

Chapter 2. The Canadian Sport Industry
Executive Perspective: Katherine Henderson, CEO, Curling Canada
Executive Perspective: Scott McRoberts, Director of Athletics, University of Guelph
A Brief Introduction to Canada
Sport Organizations in Canada
Sport Events in Canada
Sport Facilities in Canada
Professional Sport
University and College Sport
Olympic Sport
Grassroots and Amateur Sport
Chapter Summary
Test Your Knowledge
Key Terms

Chapter 3. Sport-Market Research
Executive Perspective: Krista Benoit, President and CEO, iSPARK Consulting
Executive Perspective: Indivar Kushari, COO, Q.i. Value Systems Inc., and Former Chief Data and Information Officer, Canadian Football League
Time as a Key Element in Marketing Research
The Uses of Marketing Research
Types of Market Research
Types of Data Sources
The Market Research Process
Chapter Summary
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Key Terms

Chapter 4. The Canadian Sport Consumer
Executive Perspective: Rebecca Shanks, Vice President, The T1 Agency
Expert Perspective: Luke R. Potwarka, Director of the Spectator Technology and Experience (SEAT) Laboratory and Associate Professor  of Recreation and Leisure Studies, University of Waterloo
Understanding Sport Consumption
Sport Consumption as Spectators
Sport Consumption as Participants
Chapter Summary
Test Your Knowledge
Key Terms

Part II. Segmentation, Targeting, and Positioning and the Canadian Sport-Marketing Mix
Chapter 5. Segmentation, Targeting, and Positioning in Canadian Sport
Executive Perspective: Dale Hooper, Former Chief Brand Officer, Rogers, and Past Vice President of Marketing and Consumer Insights, PepsiCo
Expert Perspective: Katie Sveinson, Assistant Professor in the School of Sport, Tourism and Hospitality Management, Temple University; and Larena Hoeber, Professor of Kinesiology and Health Studies and Associate Dean for Graduate Studies, Research, and Special Projects, University of Regina
Segmentation, Targeting, and Positioning (STP) as Economic Advantage
STP as the Bridge to Marketing Strategy
Market Selection
Targeting
Positioning
Common Target Markets in Canadian Sport
Chapter Summary
Test Your Knowledge
Key Terms

Chapter 6. The Sport Product
Executive Perspective: Darryl Boynton, Associate Vice President of Partnerships, Canadian Tire Corporation
Expert Perspective: Terry Eddy, Assistant Professor of Sport Management, University of Windsor
What Is the Sport Product?
Sport Product Forms
Sport Brands
Packaging Elements of the Sport Product
Chapter Summary
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Key Terms

Chapter 7. The Digital Sport Product
Executive Perspective: David Thomson, Vice President and Managing Director, NFL Canada
Executive Perspective: Mark Nadolny, Products Manager–Digital and Data, Canadian Olympic Committee
Expert Perspective: Alanna Harman, Assistant Professor of Kinesiology and Physical Education, Wilfrid Laurier University
Expert Perspective: Elio Antunes, President and CEO, ParticipACTION
What Makes a Sport Product Digital?
Why Is the Digital Sport Product Special?
What Are the Two Types of Digital Sport Products?
Chapter Summary
Test Your Knowledge
Key Terms

Chapter 8. Branding in Sport
Executive Perspective: Scott Smith, President and CEO, Hockey Canada
Executive Perspective: Leah MacNab, Managing Director, National Basketball Association (NBA) Canada
Expert Perspective: Vijay Setlur, Sport Marketing Instructor in the Schulich School of Business, York University
Branding and Sport
Building Brand Equity
The Branding Process
Real-Life Brand Management
Chapter Summary
Test Your Knowledge
Key Terms

Chapter 9. Pricing in Sport Marketing
Expert Perspective: Mike Alcorn, Consultant, International Institute for Sport Business and Leadership
Expert Perspective: Peter Tingling, Associate Dean of the Undergraduate Program and Associate Professor of Management Information Systems in the Beedie School of Business, Simon Fraser University
Executive Perspective: Matt Afinec, President and COO, Hamilton Tiger-Cats Football Club, 2021 Grey Cup Festival, and Forge FC Hamilton Soccer Club
Price: What Is It?
Price and the Four Ps
Price and Value
Ethics and Pricing
Setting Price
Break-Even Analysis
Controlling Costs
Key Pricing Issues
Chapter Summary
Test Your Knowledge
Key Terms

Chapter 10. Sport Promotion
Executive Perspective: Cameron Kusch, President, Guelph Nighthawks Basketball Club
Executive Perspective: Erin Mathany, Vice President of Marketing and Partnerships, Canada Games Council
Promotion
Promotional Mix
Executional Elements of Promotions
Chapter Summary
Test Your Knowledge
Key Terms

Chapter 11. Media and Distribution in Sport
A Brief History of the Sport Media Business
Overview of Media Rights Revenue
Models of Delivering Sport Content
Key Players in the Sport Media Business in Canada
Media Relations Management
Distribution of Tangible Sport Products and Events
Chapter Summary
Test Your Knowledge
Key Terms

Chapter 12. Social Media and Distribution in Sport
Executive Perspective: John Delaney, Manager of Social Media, True North Sports + Entertainment–Winnipeg Jets
Expert Perspective: Olan Scott, Assistant Professor of Sport Management, Brock University
Social Media and Its Distinguishing Features
Dimensions of Social Media Use in Sport Marketing
Practical Guide: Managing Social Media Platforms
Return on Investment from Social Media in Sport
Chapter Summary
Test Your Knowledge
Key Terms

Part III. Important Strategic Elements of Sport Marketing in Canada
Chapter 13. Sport Sponsorship
Executive Perspective: Brenda Woods, Vice President of Marketing, Visa Canada
Executive Perspective: Don Mayo, Global Managing Partner, IMI International
Market Trends in Canadian Sponsorship
Sponsorship and Activation
History of Sponsorship
Sponsorship and Its Roots in Philanthropy
Relationship of Sponsorship to Marketing
Relationship Between Sponsorship and Advertising
Corporate Objectives and Sponsorship
Reaching the Target Market
Sponsorship and Olympic and Paralympic Sport Properties
Chapter Summary
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Key Terms

Chapter 14. Building Successful Sport Sponsorships
Executive Perspective: Gavin Roth, Founder and Managing Partner, Gavin Roth + Associates Revenue Consultants Inc.
Executive Perspective: François Robert, Executive Director of Partnerships, Canadian Paralympic Committee
Sponsorship Stakeholders
Sponsorship in Canada—A Model for Sport Sponsorship Success
Step 1: Presponsorship Practices
Step 2: Negotiation Stage
Step 3: Sponsorship Life
Step 4: Sponsorship Termination
Best Practices in Canadian Sport Sponsorship
Chapter Summary
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Key Terms

Chapter 15. Ambush Marketing
The Business Impact of Ambush Marketing
What Does Ambush Marketing Look Like?
Ambush Marketing: An Alternative to Traditional Sponsorship Strategies?
Research on Ambush Marketing
Strategies of Ambush Marketing
Counterambushing Strategies
Ambush Marketing and Clutter
Chapter Summary
Test Your Knowledge
Key Terms

Chapter 16. Technology in Sport Marketing
Expert Perspective: Dr. Cheri Bradish, Associate Professor of Marketing Management, Ryerson University
Executive Perspective: Costa Kladianos, Vice President of Innovation and Technology, Canlan Ice Sports
Information Technology and Information Systems
Information Systems in the Marketing Cycle
Chapter Summary
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Key Terms

Chapter 17. Social Marketing in Sport
Executive Perspective: Allison Sandmeyer-Graves, CEO, Canadian Women & Sport
Expert Perspective: David Legg, Professor, Mount Royal University
What Is Social Marketing?
When Is Social Marketing Appropriate?
Understanding Social Marketing and the Company and Consumer
Segmentation, Targeting, and Positioning (STP) for Social Marketers
Social-Marketing Strategy
Target Market: High-Performance Sport
Chapter Summary
Test Your Knowledge
Key Terms

Chapter 18. Sport-Marketing Strategy Implementation and Evaluation
Executive Perspective: Paul Ausman, Manager of Event Services, Ottawa Sports and Entertainment Group
Expert Perspective: Dana Lee Ellis, Associate Professor in the School of Sports Administration Management, Laurentian University
Executive Perspective: Johnny Misley, CEO, Ontario Soccer, and Board of Directors, League1 Ontario
Marketing-Strategy Implementation in Sport
Marketing-Strategy Evaluation in Sport
Chapter Summary
Test Your Knowledge
Key Terms

Chapter 19. Olympic Marketing
Executive Perspective: Andrew Baker, Vice President of International Relations and Public Affairs, Canadian Olympic Committee
Executive Perspective: Debbie Low, CEO, Canadian Sport Institute Ontario
Executive Perspective: David Bedford, CEO, Athletics Canada
History of Olympic Sponsorship: 1896 to 1976
IOC’s Sponsorship Expansion: 1976 to the Present
Olympic Broadcasting
The Olympic Programme (TOP) Sponsorship Program
The Olympic Brand
Olympic Marketing in Canada
Chapter Summary
Test Your Knowledge
Key Terms

Chapter 20. Marketing Plan Example
Executive Perspective: Dan MacKenzie, President, Canadian Hockey League
The Desert Dry Rack: A Product by Desert Sports Limited
Introduction and Acknowledgement
Executive Summary
Market Research
Situation Analysis
Competition Analysis
Marketing Strategy
Financials
Chapter Summary