I definitely think that organizations need to be able to identify who their target markets are and understand that they’re very different. I think as we are progressing, we’re starting to see that there are some very big differences in fans based on generational contrasts. For example, Millennials and Gen Z fans are consuming sports in a much different way than previous generations like Gen X or Baby Boomers. Instead of actually sitting down and watching full games, we find that Millennials and Gen Z’s are more inclined to watch really short snippets. They just want to see highlights. A lot of what they’re doing is digital so they’re looking at their phones or looking at an iPad to get their information, which means it might be coming in from an app and alerting them via notifications.

They are not necessarily watching sport in the same way, where they sit down in front of the TV for three hours to watch a game. Instead, they’ll get quick highlights and snippets here and there. It’s really important for sports management and organizations to be able to understand those consumption patterns and habits so they can package their sport in a way that reaches all fans. We still have generations who want to watch that full game, but I think it’s also very important for organizations to understand how they can still get fans to attend games. Depending on the market and the location, it could take hours out of a person’s day just to travel to the stadium, attend the event, and get home afterward. It is important to find easier ways for that to take place for people to be able to get there and then make sure that when they’re actually there, they have a lot of different entertainment options. In actuality, it can be an all-day event for that fan.

Online Sports Management Education and Consumer Statistics

In today’s world where we have so much more technology, it’s much easier for organizations to track who their fans are. If someone buys a ticket online, or if they buy it through a mobile device and use the electronic ticket, organizations are able to track who that customer is as well as the demographic information about them. Additionally, they can sometimes follow what they’re buying at the stadium if they’re making their purchases through the app.

A lot of teams and a lot of stadiums are now moving to have specific apps that fans can use, and that all helps to track and understand who those consumers are. Sports management education tells us the other great thing about mobile ticketing is that if someone purchases a ticket and then sells it, it allows them to track when the transaction took place, who sold a ticket, and who purchased it. When that scenario happened in the past on the secondary ticket market, teams never knew who those consumers actually were that were in the seats. Now, they can continue to track and have the most accurate data about their fans.

Another one of the nice things with digital is that it allows for more personalization. For example, an organization might be promoting something, but they’re also able to have a one on one interaction with fans. Basically, if a fan sees a promotional post on social media, they can type a response and the organization might respond back to them. The same thing is happening with athletes, where there’s this much deep connection now between athletes and fans, but also sport organizations and fans because there’s so much opportunity for two-way communication.

When people ask me about legal concepts in sports, I think more about how to bring the best ownership to the table and how to allow for more owners to participate in the league. Each league has different restrictions as far as ownership and sports management are concerned. There are restrictions that limit how much debt or leverage an owner can have, and even rules for who can be an owner and how much responsibility a general partner should have.

And so, the legal side of owning a sports franchise starts with team agreements and franchise agreements. These are typically complex documents, but they describe how owners have to perform within a league.

An owner needs to understand how much of a team they are allowed to own and how much they can borrow to purchase a team. Can they have limited partners? Are they allowed to have corporate ownership or outside ownership? What kind of information flows to the team owners and the league, and how does that information help owners?

The franchise agreement is a very, very interesting agreement, and it has evolved. It’s changed the way the National Football League does business as it’s tried to increase the value of its franchises.

The only way to increase the value of NFL franchises in the world of global sports is to increase the audience that may be able to buy a franchise. One way to do that is to allow for cross-ownership or to allow for owners of other sports teams in different cities to own NFL franchises. That’s a new way that they’ve tackled the issue in addition to making sports management education and online sports management education more accessible to potential franchise owners.

One crucial aspect to understand in global sports and sports management is sponsorship. Anyone interested in sports management education or online sports management education needs to understand the value of sponsorship.

A sponsorship is an agreement between a corporate organization and a given sports organization. Any given sponsorship opportunity offers an exclusive partnership deal between a sports organization or, in some instances, the sports venue and the organization. For example, when Madison Square Garden makes a sponsorship deal with Pepsi, Pepsi gets a number of things in return. For starters, Pepsi gives Madison Square Garden a financial investment.

This gives Madison Square Garden an extra source of revenue. Pepsi also gets a number of different opportunities. One example would be a product trial, so consumers now have an opportunity to only try Pepsi at Madison Square Garden.

Now, while Pepsi might be an example of something that’s widespread and everyone’s possibly had, there could be a certain pizza company that few have ever had. If that pizza company makes a sponsorship deal with Madison Square Garden, every single individual who’s now visiting Madison Square Garden has a new opportunity to try out this pizza company.

The sponsorship opportunity also offers viewership ability. Pepsi or the pizza company might have ads up all over the stadium, which will be seen by thousands of people who are coming to Madison Square Garden. This is a great benefit in addition to the product trial. Not only are visitors getting a chance to see the signs, but they’re getting a chance to perhaps consume Pepsi or consume any given new pizza company that has signed a deal with Madison Square Garden.

Something that might not be stressed enough in online sports management education is the difference between professional and collegiate sports.

Colleges have a very different business model than professional or global sports with different sports management goals. They’re trying to connect with their students, their alumni, their boosters, and the community in a way that professional teams might not necessarily be looking toward.

It’s important to remember that collegiate athletics is about building a brand and brand identity. Sports management education stresses that professional teams have to build a brand, too. Pro sports, however, build brands and brand identities in a different way.

The collegiate revenue model is about tickets and people watching, and it’s about the regional networks, or the Big 10 network, or the Pac-12 network. Those are important, but they also have to connect the athletics to the university and to their conference in a way that gets people interested in supporting the school.

I think colleges use athletics as a way to really connect with big donors and to get people connected to the university in a way that makes them feel like they’re a part of it.

In the summer of 2016, Helen Maroulis was the first female wrestler ever to win an Olympic gold medal for the United States. When she sat down and started to tell us her story, she didn’t talk about picturing things or conquering mountains. Her story was about something simple. She explained to us that a person goes into battle or a meeting with nothing other than what they have with them. She was able to say, “Look! This is what I did. This is how I was able to win a gold medal. I go into a situation and put forth the best effort that I can. I don’t think that I’m always going to win. I simply know that I’m prepared mentally and physically to do the best that I can.”

Impact of a Well-Told Story

Helen was able to tell her moving story in 30 to 40 seconds. It reached millions because a lot of people could relate to it and decided to share it. The most important thing that she could do was take a large story like winning the gold medal in Rio and narrow it down using the simplest of tactics. This is what you need to do when you’re trying to tell a story.

Important Storytelling Lessons

Everyone has a story. Whether they’re a brand, league, team, student or parent, they have a story. The most important thing that you can do is make certain that you understand the messages that people are trying to communicate to you and others. You must also use the proper medium, no matter what that is, to make certain that whoever you represent is telling their story properly in an impactful way.

One important rule is that you must actively listen when someone is trying to tell you their story. You have two ears and one mouth. So if you listen to whoever it is that’s trying to tell the story and you’re able to prepare from that interaction, you can tell amazing stories on whatever medium that you want to tell them. Today, you have so many options. You can tell their story using video, print, digital or audio. It doesn’t really matter which medium you use, but you have to make sure that you match that medium to the person who’s telling the story.

You also need to be consistent. You must make certain that you’re telling a story to the right audience, and it’s the right story that you want to tell. There are plenty of examples of people who put stories on Twitter and other social media platforms and made one or more mistakes that caused them to lose control of their message. No matter what it is that you want to do with a story, controlling the message is important.

As long as you’re consistent, anyone in your global sports organization should be able to repeat your story. You can do whatever you like as long as your story is consistent and you’re telling it to the proper audience. With social media, you can tell your story with any device that you want to use in any way that you want to use it. Whether you’re using a phone or laptop, you can build your own story and use Twitter, Facebook, Snapchat or any other platform to spread it.

Yet, the most important thing is that you need to curate the message and make certain it’s told consistently and properly. You also need to make certain that you’re conveying the right message.

Finding Storytelling Opportunities

Opportunities in storytelling exist at every level of sports management. You can find them at agencies and in teams. Athletes and celebrities are hiring their own people to help them tell their stories.

There are some really important characteristics that you can develop through a sports management education that you need to have to help them tell their stories. You have to be a good listener and able to write well. It’s also great if you can speak to the world in more than one language. You need to be able to not only tell the thoughts that you want to express, but you also need to take other people’s thoughts and put them into a form, such as video, audio or print, and make sure that the story is told consistently.

There are so many sports management jobs out there now, from entry level to senior positions, that are growing by leaps and bounds. Teams are hiring for sports management jobs, but they’re mostly hiring at entry-level positions. Given that people have up between five and seven years of experience, they’re primarily hiring senior people for story curation, digital and social media, brand building and advertising positions that didn’t exist before.

Online Sports Management Education

These positions will continue to grow. As long as you have the traits outlined, such as being a good listener and writer and a really good storyteller, you can find these jobs. You only need to remember the most important things. You need to know how to tell your story. You need to know all the tools that are out there to tell your story or the story of the company that you work for in the sports industry. An online sports management education is one of the best ways to gain access to this knowledge and these tools.

Tom Richardson tells us that the evolution of digital media has created new opportunities in the marketplace. There are lots of new kinds of employment opportunities and lots of new kinds of jobs that just were not in this business as recently as five or 10 years ago. The way global sports organizations communicate with their fans has evolved quite dramatically over the last 20 years. Previously, there wasn’t a lot of interaction. Now, it’s a completely different story. There are an enormous number of ways for organizations to actually speak to their fan bases.

The world of digital media includes your website, your email list, your presence on different social media platforms, your own podcasts, etc. A few direct examples would be any of the league websites like NFL.com or MLB.com. In the case of podcasts, for example, the UFC recently launched a proprietary podcast called UFC Unfiltered. All kinds of owned media are really changing the market. Another example that should be added is the NFL doing a proprietary fantasy football platform. All of the activity in a fantasy platform is now essentially owned by the NFL, which was never true in the history of the business before.

When Facebook posts are made and tweets are actually put out, that’s the kind of value they really like to drive because it’s free. It’s really easy to do if you can think of creative things to distribute. Ultimately, it’s a very interactive relationship that’s essentially 24/7, and it’s relentless. There’s a lot to be done on a day-to-day basis. As a result, a lot of new jobs have been created in these sports properties. Most leagues and teams did not even have social media departments five years ago. Now, they’re arguably one of the most important departments in the company. Sports management education highlights two sides of social media. You have the creative side as well as the business side, and there are opportunities in both.

On the creative side, there are the actual creation, conception and execution — activation of the content itself. On the business side, there are the actual planning, distribution and monitoring of the content that is delivered. That’s a very important aspect of league and team business right now because of its global reach, its 24/7 nature, and because of the amount of data that can be produced, which is extremely valuable to the rights holders. There are also a lot of opportunities in the areas of digital creation, video production, audio production, etc. There are more things being created now than ever before in the history of sports.

Online sports management education also points out the numerous opportunities in the world of digital marketing. It’s no surprise that there are an enormous number of agencies in this business helping properties and rights holders figure out what they do in digital media. A lot of the brands use agencies to help themselves. So, there are opportunities in sales, and in business development, and in analytics, etc.

Finally, there are a lot of opportunities in the world of analytics because all of these activities in digital media are producing an enormous amount of data, and all of that data needs to be collected and gathered. It needs to be analyzed and interpreted. It needs to be arranged for consumption by the sports management that wants to review it. Sometimes, it’s called the “presentation layer.” So, analytics departments are growing quite rapidly as well. Between social, creative and analytics, there are all kinds of new opportunities for young people looking to build careers in this business.

A great example of an individual who utilizes these four P’s in a great manner to represent the brand vision is Maria Sharapova with her candy line, Sugarpova. This is an interesting unheard candy, but it’s possibly unheard of because it is representing what the brand adheres to. If you go on the Sugarpova website, you’ll see about them. What they want to get forth is that their brand vision is to be a premium candy company.

If that’s their brand goal in terms of being a premium candy company, she would want to utilize all four of the P’s to represent this brand vision. She utilizes her product to be a premium candy company because they are premium candy. They’re very well-made, and in terms of how she prices them, they’re actually very expensive. She doesn’t necessarily want to down price these candies because even if she did and the everyday consumer could buy a piece of candy they wouldn’t possibly want that from an organizational standpoint because it doesn’t represent the brand vision, which is a premium candy.

In terms of place, in terms of where you can actually buy the candy, you cannot buy it at Walmart. You cannot buy the candy at CVS. You’re actually only going to find the candy at high-class stores, at premium stores. This could be online. This could be at her shop, but you’re likely to find these candies at a premium store.

All of these things are representing the brand value in accordance to online sports management education. If you can do this as a sports organization, or in Maria Sharapova’s example, if you can do this as an athlete within global sports and utilize certain P’s to represent the brand vision, then you can better exemplify what your brand speaks toward. You can better build a relationship with your consumer and especially the consumer who wants what the brand offers. This would highlight effective sports management and brand vision throughout the organization.

The marketing mix is very important to sports organizations and sports management, and what we’ll see in sports management education and online sports management education is that the marketing mix is made up of what we know as the four P’s. The four P’s are product, price, place, and promotion. Each sports organization is going to utilize a different combination of these four P’s. They’ll each have a different product, a different price, a different place, and different promotions to attract any given target segment. This is true of local organizations as well as global sports.

It’s really important to utilize the four P’s to represent your brand. Within any given sports organization, you don’t want to focus entirely on product quality. What you want to do is focus on product extensions. Perhaps one of these product extensions could be what the brand is. The more you can market your brand to a given target segment, the more consumers will be able to interact with that brand.

CRM is a way that a lot of consumers are now understanding it almost as second nature. If I write an email to someone saying that we want to go on a vacation, I might see a pop-up ad for a cruise line. Now, that doesn’t mean that’s too invasive. It just simply means the CRM understands, in real-time, my wants and needs, and offers a solution to satiate my needs. CRM has the ability to really offer what the consumer wants and we’re seeing that a lot of consumers are clicking on the cruise ad, for instance. If they are searching for certain shoes, for example, perhaps athletic or sportswear, CRM may take that sports data into consideration, such as the type of information regarding who they are and their age group. They’ll track and triangulate the data in terms of what are this age group’s preferences, along with the search patterns before, and offer up new athletic wear for these consumers. Again, this is information that is directly catering towards the needs of what the consumer wants. It’s offering a solution in terms of what the consumer can get from it.

Organizations now are able to collect so much more data about their fans and about who these people are that are following them or who are purchasing from them. Sports management education teaches, one of the ways that information can be used is through really targeted marketing and targeted emails. An example of this might be a team who can look at a fan and say, “This person attended 10 of our 82 games last year.” It doesn’t make sense to market a season ticket plan to this person. Now, teams have data where they can look and see they have attended 10 games. They purchased two tickets to each of those and they tended to sit kind of up in a higher section where the tickets are a lower price. That allows the team and sports management to then develop a really targeted, maybe mini package or 10 game plan. Maybe they’d bump it up to a 12-game plan to try to increase the amount that person spends engaged with the team in the following season. They can do some really targeted promotions using that data, according to online sports management education.

Have you ever watched little kids before they play? Before they get down to playing, they immediately begin to say, “Ok, you’re going to do this. Then, I’m going to ask you this, and then you’re going to fall down.” They spend a lot of time figuring that out because when you know the rules, it’s safe. See, life has no rules. Life can go anywhere. There is no book. There is no certainty. In-play we make rules and the rules are supreme. Another thing about play is that it must be distinct from real life in locality and duration. In other words, there’s a beginning and an end. It takes place here; meaning on the field, on the court, or on this mountain. Life can go anywhere all over the globe. There are no boundaries.

The rules are, I know if I’m in bounds, and I know if I am out of bounds. In life, we stretch the boundaries with each other all the time. We create new laws all the time. Online sports management education tells us when I know the rules, when I know if I’m in the bounds or out of bounds, when I know this is not real life, it’s not life or death, then I am safe and I can explore the range of humanity. I can be brave. I can be the leader. I can be a good teammate. I can cooperate. I can be distraught, and I can lose. All these things can happen without the great consequences that come in real life. Huizinga says, “To be human is to have this cultural forum called play.” I would stress to you that Huizinga’s definition is a very good one for when I know I’m looking at sport.

That’s why we love these games. We love playing them. We love watching them because what we’re seeing when we see man with man or man versus nature, whether it’s a competitive element, or whether the human and athletic virtues of speed, strength, endurance, and agility are put to the test, is we’re watching ourselves. That’s why we measure things. That’s why we record things. We’re obsessed with, “Did he break the record? Did he hit the most home runs? Did he score the most points? Was this the longest game?” It’s because it’s the same thing as asking ourselves, as humans, how far can we run? How fast can we go? How high can we jump? How long can we do this? It’s fascinating to us, and we do it without the consequence of killing each other. We do it without the consequence of breaking our hearts when we fall in and out of love. Sports management education explains that’s why play is essential.

Sports is this very specific element of play. There can be scientific play or dramatic play, but sports or athletic play really shows us a lot about ourselves. It’s an amazing stage.

The one element of play that I left out is the element of play that Huizinga says is also essential. And that is that play can never be for material benefit or profit. That’s not pure play. It’s the same thing as bringing in real-life money. That is how we segue into this tension within sports management – that will always be there between the cultural form of sports and the commercial expression as well as the commercial constructs that flow from this compelling human thing known as sports. Sports and business are always at odds. There is always tension. Those who understand what sports ais and are able to use the properties of it to great commercial benefit are those who are really good at this thing.