Wednesday, March 4, 2020

Abstracted by Aaron Rodriguez 
On July 23rd the Dodgers revealed their new $100M in upgrades. The renovations will include connections between the ballparks other plazas, along with additional elevators and escalators. The new renovations will include new food venues, low and high tech attractions, some merchandise retail, and kids play area.
Comments: The new Dodgers stadium renovations show the advancement of stadiums in sports and how even old stadiums are looking to create modern amenities.  The Dodgers are looking to make a 21st-century park and keep their mid-century modern flair. The new stadium will create an inviting environment that other stadiums around the league and across sports will start to imitate.
Strauss, B. (2019). Marketing company buys sports illustrated's licensing rights for $110 million The Washington Post. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&AuthType=sso&db=edsgit&AN=edsgit.A586871124&site=eds-live&scope=site&custid=s3818721   
Authentic Brands Group has purchased the intellectual property for Sports Illustrated from Meridith Corporation. The two companies have a profit-sharing agreement and the article goes into detail of the rights that each company has to Sports Illustrated. The goal of the two companies is to re-build Sports Illustrated into a global platform while disseminating information with integrity and respect.
Comments: This is an important partnership between Authentic Brands Group and Meridith Corporation to help re-build Sports Illustrated. The partnership seems to still be up in the air on whether or not it will be successful since Authentic Brands has most of their holdings in the fashion industry and this is their first holding in media. Sports Illustrated will likely be re-built into the global brand they desire but it will be a long process to learn the industry.
Seng, C. S., & Keat, L. H. (2014). Marketing sports products on facebook: The effect of social influence. Physical Culture & Sport.Studies & Research, 61(1), 65-73. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&AuthType=sso&db=s3h&AN=96557854&site=eds-live&scope=site&custid=s3818721
The studies were conducted between 2008-2012 to study the involvement that the respondents (between ages 19-28 had with sports. The study found that there was a low level of sport involvement on Facebook.
Comments: This study gives marketers insight into the landscape of Facebook and shows them that for ages 19-28 Facebook is not an effective social media platform. This may be due to the fact that although those 19-28 have a Facebook they do not interact on Facebook, potentially because their parents are also on the platform.  
Ruben Bagramian, a., Judith Madill, a., Norm O’Reilly, a., Sameer Deshpande, a., Rhodes, R. E., Mark Tremblay, a., . . . Guy Faulkner, a. (2019). Evaluation of sport participation objectives within a health-focussed social marketing sponsorship.International Journal of Sports Marketing and Sponsorship, (2), 206. doi:10.1108/IJSMS-01-2018-0011
This study showed that sponsor’s (Coca-Cola Canada) and sponsee’s (ParticipACTION) shared objectives around sport participation. Sports participation might now be considered as a part of sales strategies for regional corporations for Coca-Cola Canada. 
Comments: This shows that sponsors are looking to expand their sports partners to non-profits in sports. This can be useful for marketers to know so those who work in the non-profit sports industry can identify large companies to sponsor them.   
Ratten, V. (2016). The dynamics of sport marketing: Suggestions for marketing intelligence and planning. Marketing Intelligence & Planning, 34(2), 162-168. doi:10.1108/MIP-07-2015-0131
The article studies how sports marketing will continue to be dynamic because of its marketing practice with theory. Sports marketing develops the future of the global economy because of its link to industries such as manufacturing, tourism, education, and technology. 
The purpose of the study is to discuss issues by highlighting the growing area of sports marketing, sport entrepreneurship, and sport management. The findings were that the sports market segmentation has increased in popularity as a strategy for organizations to target consumers.

Comments: This article is important for marketers to know because knowing that the industry is diverse will help them understand the diversity of sports marketing dynamics. Organizations are looking to use sports as a marketing segmentation that organizations are interested in targeting. Marketers for sports organization can use this interest in sports to persuade more organizations to have marketing campaigns and partnerships with them. 

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