...Sports Marketing Case Study LeBron James: An Endorsement Superstar Problem Identification: * LeBron James was a basketball superstar right out of high school. At such a young age he possessed the talent that would make his name known throughout the world of basketball. His most important move in terms of revenue had been made off of the court, which lands him as one of the highest paid athletes to this day. * Aaron Goodwin was LeBron’s agent until 2005. He was a diving force in negotiating LeBron’s Nike endorsement. This endorsement was worth $90 million which propelled James into a league of his own in terms of the endorsement world. * When LeBron fired his agent, he produced his own “LRMR”, a firm established to focus on all of his business and marketing ventures. This is a smart move in the overall scheme of things because it would allow him to have more freedom to make his own moves. Also, the group consisted of a childhood friend Maverick Carter, which would reveal that the firm had a friendly internal relationship. Trust is a key factor when making business moves and that is what LeBron has with Carter. * A key problem from this move would be that Aaron Goodwin has prior experience in being an agent. He has prior experience in handling endorsement deals and business ventures for his athletes. When LeBron moved on, he made a big risk by making his own firm. He would risk his agents’ connections, experience, and guidance. * Decisions between...
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...of NBA star LeBron James how I agree due to sporting stars growing influence on society, especially children and teens, they should not be allowed to endorse negative brands or messages such as unhealthy food. The influence of sporting stars in today’s society is major. Most athletes idolised by millions around the globe, kids holding onto every word that comes from their mouths. Think of your childhood idol for a second. When you are a child you are so infatuated by your idols you want to be just like them, do what they do, eat what they eat and wear what they wear. With this kind of influence on thousands of people caution needs to be taken when deciding the brands and messages one can endorse. A case study completed by youth in India provides proof of the influence Sporting Stars can have on our youth. About 14.1% of the children tested admitted to purchase products that appear in ads endorsed by their sporting heroes while 51.6% youngsters say that they make the purchase however, not always. 20.4 % say that they never buy products that appear in ads. Another 13% say that they do not want to comment on this topic. In conclusion the truth is stated discussing “The interesting part is that youth are the targeted consumers of celebrity endorsements. Hence Media privilege celebrity endorsement over unendorsed ads in order to make their product much more popular and valuable in the domestic and international market” (Prakash, J &Shamala R, 2014). Another case study was undertaken...
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...marketplace. The success of these endorsed products in the marketplace may also come from star power, which is characterized as unique characteristics possessed by the individual that makes them star worthy.The researcher is familiar with his chosen topic because since he was a little kid he has been a huge fan of basketball and the researcher watched how the basketball industry market and sell their names. He has been updated every releases such as their equipment and other stuff. The researcher preferred this topic because the basketball industry merchandisebecomes one of his collections since he was fond of playing basketball. The researcher findtheir selling items very easy, comfortable, versatile and fashionable to use. For example, a Nike LeBron 12 is very useful in his basketball games and also in fashion sense it is very appealing. One of the most effective and positive associates by transferring different qualities to the product like physical appeal or likeability of the endorser, If the product are used appropriately athletes whose advertising can serve valuable role in enhancing a company’s competitive position not only by contributing to build a favorable brand. Aligning of basketball athletes with a brand is quite risky, but there are some rewards that can be high to this project, resulting in increased sale for...
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...Basketball Association" It's a long but clear title; and I use two whole lines to write it. I'm a basketball fan. When I planned to find a prime resource to read and write about it, I'm aware of some researches or business events involving my interest and business, so I chose this article. After reading the whole essay, I felt perplexed because it wasn't a general primary research that I could recognize at once and the author used some data from sports association. Finally, I thought it's available deliberately. I have two sample reasons: one is that the author collects the valuable data; the other is that the author analyze and flow the idea to the conclusion. Statement of the Problem What is the implied research question in this study? The answer is obvious. Just like the title, this research is to talk about effects of the 2011 Collective Bargaining Agreement in the National Basketball Association. As we knows, because of the new bargaining agreement, players will earn less money that before, and make contribution to the league, but people doesn't it affect or not. This research gives the author's analysis. Review of Related Literature The author, David J. Berri, is a professor of economics in the Department of Economics and Finance; and his current main research topics are the economics of sports. At the beginning of this research, the author gives some background of strikes and lockouts in professional North American sports. Besides NBA, Major League Baseball(MLB)...
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...guidelines and seek ergogenic aids, to include banned substances in order to win. Winning or losing determines a continuous paycheck, scholarships, athletic contracts and sponsored endorsements. The scale is unbalanced in relation to banned substance and sports. Athletes for centuries have abused substances in order to gain an advantage over their opponents, relieve pain due to injuries or a coping mechanism to alleviate the daily pressure to perform. The same reasons stand today. The National Institute on Drug Abuse (NIH) reveals that the most commonly abused drugs include tobacco, alcohol, cannabinoids, opioids, stimulants, club drugs, dissociative drugs, hallucinogens, prescription medications and other compounds (2011). In a 10 year study between 1993 and 2003, 12.8 was the average age for abusing substances (The DASIS Report, 2006). Reuters also revealed that there is less use of drugs but an increase in alcohol use among young athletes in high school (2011). Young athletes are still developing and can have insecurities about their bodies. This can be due to pressure among their peers, personal expectations and comparing themselves to others (Mayo Clinic, 2013). USA Today reports, “according to a survey by the Center for Disease Control and Prevention, steroid use among high school students more than doubled between 1991 and 2003. More than 6% of 15,000 students surveyed admitted trying steroid pills or injections. At the same time, less than 4% of the nation's high schools...
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...Performing well on the court is what the NBA players get paid large sums of money to do, so it is important to have a way to evaluate their performance. The alternative hypothesis states that NBA players in-game production, combined to form their , has an effect on the player’s salary. The null hypothesis states that NBA players in-game production, combined to form their statistics, has no effect on the player’s salary. Figure 1 is a graph of the top 10 paid NBA players, and the contracts that they are currently signed to. #1 Kobe Bryant Total earnings: $64.5 million Salary: $30.5 million Endorsements: $34 million Bryant signed a two-year, $48.5 million contract extension in November that will keep his on-court salary tops in the NBA. #2 LeBron James Total earnings: $61.1 million Salary: $19.1 million Endorsements: $42 million The NBA's top pitchman counts Nike, McDonald's, Coca-Cola, Samsung and Dunkin' Donuts among his partners. #3 Derrick Rose Total earnings: $38.6 million Salary: $17.6 million Endorsements: $21 million Injuries have derailed Rose the past three seasons, but he receives his full Bulls salary and income from a $185 million, 13-year Adidas deal. #4 Kevin...
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...on the court is what the NBA players get paid large sums of money to do, so it is important to have a way to evaluate their performance. The alternative hypothesis states that NBA players in-game production, combined to form their , has an effect on the player’s salary. The null hypothesis states that NBA players in-game production, combined to form their statistics, has no effect on the player’s salary.  Figure 1 is a graph of the top 10 paid NBA players, and the contracts that they are currently signed to. #1 Kobe Bryant Total earnings: $64.5 million Salary: $30.5 million Endorsements: $34 million Bryant signed a two-year, $48.5 million contract extension in November that will keep his on-court salary tops in the NBA. #2 LeBron James Total earnings: $61.1 million Salary: $19.1 million Endorsements: $42 million The NBA's top pitchman counts Nike, McDonald's, Coca-Cola, Samsung and Dunkin' Donuts among his partners. #3 Derrick Rose Total earnings: $38.6 million Salary: $17.6 million Endorsements: $21 million Injuries have derailed Rose the past three seasons, but he receives his full Bulls salary and income from a $185 million, 13-year Adidas...
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...on colleges marketing to college students is that it is very easy for a college student to misuse the new credit card. A college student most likely has limited financial means and a credit card could help today but hurt substantially more down the road. With a limited income, it would be very easy for the student to become financially dependent on the card. A 2009 Survey by Sallie Mae concluded the following. “The economic downturn has most Americans tightening their spending habits, but not all. College students are even more dependent upon credit cards, according to a survey conducted by Sallie Mae, the nation’s leading provider of student loans. The organization released its survey results last week in its National Study of Usage Rates and Trends. The study focused on undergraduate student’s ages 18 to 24 who were enrolled in public and private four-year colleges and universities during the spring of 2008.” [ (Phan, 2009) ] Another misuse of credit card spending occurs when the student is trying to fit into a social crowd among its peers. Many students feel a need to be part of socially acceptable “cool” crowd, and they will spend and buy things that they do not really need just to make a “fashion” statement. Unfortunately, this could in large part be a chain reaction to their upbringing. A vast majority of college students these days have almost always had everything they every wanted including; newest fads whether it is clothes, shoes, a video games system, jewelry and...
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...WEEK 1 – CASE STUDY: THE KEY MARKETING STRATEGY OF NIKE Nike is considered to be a leading athletic footwear manufacturer, which makes up over 30 percent and 50 percent of global and US market share respectively. In order to reach customers’ demands and get profits, Nike has executed/implemented a number of marketing strategies. This essay will examine Nike’s key strategies from1962 to 2009. The most essential marketing strategy called “Pyramid of influence” was expressed by Product, Place and Promotion strategies throughout targeting on athletes, sportsmen and sports loving consumers. Product (product variety, design, quality) Nike provided high quality running shoes designed for athletes by athletes with competitive prices in comparison to imported shoes. Afterwards, Nike has expanded and designed more various products according to other types of sports such as basket ball (shoes), soccer (sneakers), tennis (clothing and gears) and Golf (golfers’ dresses). Furthermore, Nike's commitment to designing innovative footwear for serious athletes helped it built a cult following among U.S. consumers. Place: (including locations and channels) The first targeting market of Nike’s sport shoes was domestic market (US) and got ideal success with running shoes. They then expanded their markets overseas to Europe from 1994 with soccer’s clothing and then Asia (China targeted) in 2008 with the role of athletes’ sponsor. Moreover, Nike formed a partnership with Foot Clocker to create...
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...Introduction The athletic footwear industry is a highly competitive environment where the top four manufacturers hold over 70% of the market share. The barriers to entry into the industry are comparatively low, as anyone with new creative design ideas can produce and market their product, but the success of smaller companies is oftentimes shaky. Brand loyalty, ample capital, and broad based sourcing create an environment where the bigger companies such as Nike and Reebok have little trouble maintaining market share. Nike enjoys the largest share, with 42.3% of the nearly $8 billion market in the year 2000. Reebok was second with 11.9%, Adidas had 10.8%, and New Balance had 9.6% of the market. The remaining 25% must be divided among the numerous smaller companies fighting for a shot at survival. NIKE Corporation NIKE Corporation was incorporated in 1968. NIKE has primarily been in the business of designing, developing, and marketing athletic footwear, apparel, equipment and accessories. NIKE Corporation is a well managed company in an attractive industry, the company has a strong brand image, and they are effectively capturing the value created from their investment. NIKE is dependent upon high technology in their effort to stay ahead of their competitors and produce products. ucts and machines that actually make the shoes. Its success had been fueled by the use of low wage labor in developing countries, accompanied by highly acclaimed marketing strategies and advertising campaigns...
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...Conclusions and Observations 27 References 29 Executive Summary People love to drink coffee. Coffee shops, independently owned or chains are every corner. Statistics show that people are taking more coffee every day. It is a very profitable business. Nowadays when people think of coffee and its related items, the word “Starbucks” immediately come to mind. Internationally, Starbucks has already become a very famous brand and many are trying to study the secret of its success. In the States, however, another company rivalry is competing with it quite well. Quite often, the Americans are taking preference to this over the Starbucks. The company that is being mentioned is Dunkin’ Donuts. It is without doubt that Dunkin’ Donuts will act as the follower in this industry. Starbucks, on the other hand, is acting the leader. This paper will try to study how the Dunkin’ Donuts are performing by making the benchmarking financial analysis against Starbucks. Financial ratios are prepared and analyzed to evaluate its performance. The study will be focusing on its profitability, liquidity, debt repayment ability and investing feasibility. Non-financial factors are also studied in order to understand on its business environment. Models like SWOT, PEST, Product life cycle and BCG matrix are used in order to get a better picture on the company. Finally, findings from the analysis are presented and observations are made at the...
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...The Sport of Dancing Courtney Packwood ENG-106/Professor Zafonte March 17, 2013 Dancers should be considered athletes as well as artists. Dancers must use their bodies to express emotions, tell a story, commit to years of physical training, develop stamina, work as a team, take care of their bodies, stretch to prevent injuries, and enter into competitions against other dancers. They deserve to be helped at the athletic office. The dance education majors are not even allowed to ask for an ice pack from the athletic trainers. Members of the Grand Canyon University Dance Team are considered athletes, while the Dance Education majors are not. Both programs involve dance training but yet the school team is the only one of the two that reaps the benefits of being an athlete. The label of dancing being an art or sport has been questioned for decades now but no one has given it a definitive answer. When looking up the definition for athlete, several interpretations are given; overall, the main idea of an athlete being, “a person who is trained or skilled in exercises, sports, or games requiring physical strength, agility, or stamina” according to the Webster dictionary. When comparing this definition to dancers, it is clear that they meet each of those standards. So, why are dancers being denied help from the athletic training office when they demonstrate comparable abilities in physical training, competition, teamwork, and dedication; just as much as any of the athletic teams on...
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...Introduction The athletic footwear industry is a highly competitive environment where the top four manufacturers hold over 70% of the market share. The barriers to entry into the industry are comparatively low, as anyone with new creative design ideas can produce and market their product, but the success of smaller companies is oftentimes shaky. Brand loyalty, ample capital, and broad based sourcing create an environment where the bigger companies such as Nike and Reebok have little trouble maintaining market share. Nike enjoys the largest share, with 42.3% of the nearly $8 billion market in the year 2000. Reebok was second with 11.9%, Adidas had 10.8%, and New Balance had 9.6% of the market. The remaining 25% must be divided among the numerous smaller companies fighting for a shot at survival. NIKE Corporation NIKE Corporation was incorporated in 1968. NIKE has primarily been in the business of designing, developing, and marketing athletic footwear, apparel, equipment and accessories. NIKE Corporation is a well managed company in an attractive industry, the company has a strong brand image, and they are effectively capturing the value created from their investment. NIKE is dependent upon high technology in their effort to stay ahead of their competitors and produce products. ucts and machines that actually make the shoes. Its success had been fueled by the use of low wage labor in developing countries, accompanied by highly acclaimed marketing strategies and advertising campaigns...
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...Police brutality towards African American men is an issue that has been occurring since the creation of the first police force in 1838. There have been a large number of cases that have caused high publicity in the 1980’s and 1990’s, but it was not until 2013 that the powerful group of Black Lives Matter was established with the hope of ending police brutality once and for all. Today, many organizations are focused on resolving the violence that has been occurring in the country to the victims of police brutality. Groups such as Black Lives Matter and Communities United Against Police Brutality have been attempting to change the beliefs and institutional practices that lead to this problem. It can be said that many people have been coming together...
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...Alex Young Mr. Chester English 12 CP Rough Draft 3/27/12 How has Social Networking affected the sporting industry? From all the premier sports athletes like LeBron James, Aaron Rodgers, Andy Roddick, Michael Phelps to all of the big-time sports anchors and newscasts like Chris Berman or Dick Vitale. Social Media has changed the dynamics of how people watch and follow sports on a daily basis. Social networking tools like Twitter and Facebook are two big networks that allow people to stay up to date with their favorite team and/or athlete. Social networking began to boom around seven or eight years ago and is continuing to grow rapidly all around the world. I use both Twitter and Facebook on a day-to-day basis. I am checking on the news in the sports world by “following” my favorite athletes via Twitter and I check my favorite teams fan page on Facebook. Twitter is used more by the athletes and sports anchors due to its constant status updates (tweets) and ability to follow only a certain number of people of whom they choose. I entered in the “Twitter world” in 2011 and began to see how it was growing into the phenomenon it is today. It seems like in 2011 that every league, team, player, and even commissioners have their own Facebook pages and Twitter accounts. The real concerning point is the fact that college and pro sports players have been on twitter and have been known to let their emotions take control of their better judgment. A question I bring to your attention...
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