SER Issue 3:3

Contents for SER Issue 3:3

SER 3.3
Authors: Calvin Nite, Stephen McKelvey, Brianna Newland, Matt Walker and Steven Hills
Abstract: Sport & Entertainment Review, Volume 3, No. 3, October 2017.

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Sustained Dominance in Sport and Entertainment: Changing to Maintain
Authors: Calvin Nite
Abstract: As a scholar (and just in life in general), I have generally been a person who understands the world through metaphors. The above lyrics are from the band .38 Special’s song Hold on Loosely, which was a song describing the importance of not smothering one’s significant other when in an intimate relationship. The implication being that if one “holds on too tightly,” one risks driving her or his lover away and the relationship will eventually crumble. These lyrics are paradoxical and describe the counterintuitive aspects of strengthening the bonds of a relationship by providing room for individual growth outside of the relationship’s constraints. Over the course of the last few years, I have found these lyrics to be particularly apropos for my line of research and helped me understand how entities like the NCAA have been able to thrive and maintain dominance over contentious environments.

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From the Front Lines to the Halls of Academia: Charting Ambush Marketing Discourse
Authors: Stephen McKelvey
Abstract: The 1984 Los Angeles Summer Olympics, widely-chronicled as the first “corporate sponsored,” revenue-generating Games, is also recognized in sports marketing lore as the birthplace of ambush marketing. The term arose as a way to describe Kodak’s marketing activities designed to “blunt” the official sponsorship rights of U.S. upstart Fuji Photo Film (McKelvey, 2014). It remains unconfirmed in the annals of sport marketing whether the pejoratively-laden term was first coined by a journalist or by a sport sponsorship executive. What is not in question, however, is that the term (after all, who could resist the word “ambush”?) gained instant traction and has since become engrained in sport sponsorship lexicon.

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The Business of Sports Marketing: An Interview With Lisa Murray, Chief Marketing Officer and Executive Vice President, Octagon Worldwide
Authors: Brianna Newland
Abstract: Lisa Murray is the Chief Marketing Officer (CMO) of Octagon – one of the world’s largest sports agencies – serving the industry in sport marketing and sponsorship as well as athlete and talent representation. Murray has been in the sport and entertainment industry for nearly three decades, and has been a part of the executive team that has guided the company through the substantial evolution of the sport and entertainment industry. Based in Stamford, Connecticut, she oversees marketing and communications, and leads the organization’s marketing best practices on a global scale. A mastermind of developing and implementing ingenious activation programs for high profile clients and brands at prominent events, like the FIFA World Cup and Olympic Games, Murray is an industry heavyweight who has won numerous awards. She has been named one of Ad-week’s 35 powerful women in sports, SportsBusiness Journal’s 20 most influential women in the industry, and was named to Sporting News annual “Power 100” list. Humble to a fault, Murray will tell you that it is her team that deserves the accolades, but do not let that modest persona fool you, she has her finger on the pulse of the industry.

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Social Program Evaluations: Strategies and Shared Value
Authors: Matt Walker and Steven Hills
Abstract: Socially responsibility (SR) and Sport-for-Development (SED) programs require robust evaluations to gauge aggregate effectiveness and demonstrate impact. While the idea of a social program evaluation is not novel, evaluation techniques and delivery methods have improved researcher understanding of how they should be approached. In this article, we package this information into an informative bundle of our processes, mechanisms, and outcomes regarding how we design, deploy, and deliver social evaluations. In doing so, we also illustrate that by maintaining a balance between social and organizational value, organizations can benefit themselves as well society. In addition, we suggest that by combining methodological approaches, program evaluators can construct a stronger programmatic impact narrative.

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