In the traditional sense, any given time where a content provider, which is a sports organization — say, the Houston Texans — wanted to give information about one of their players to the fans, they would give it to the mass media first. And the mass media would then distribute it to the given audience and probably a mass audience. If a player was hurt, for example, the Houston Texans would utilize that information and give it to ESPN.

Not only would they be able to give it to ESPN how they wanted, but then ESPN would choose how they would want to distribute that piece of information to the fans. So the fans are actually getting watered-down information not only from ESPN, because ESPN chooses to craft the message how they choose, but the information which comes from ESPN is actually coming from the Texans first.

There’s been an interesting example when social media started to hit its stride in global sports. Arian Foster was hurt in a game. He tweeted out an MRI picture. Now, this is a great example of how a piece of sports information changed drastically in terms of how it’s reached in new ways to sports fans members.

Arian Foster tweeted out a picture of his MRI. No longer did that information have to be understood by the Texans. The Texans didn’t have to give it to ESPN. And no longer was it up to ESPN in terms of how they would report this message.

ESPN, in the past, could have had the option to report on Arian Foster from week to week. Or, perhaps, to say whether he’s going to miss several weeks. It was up to the fans to understand the information from ESPN. Now, with this new tweet, Arian Foster gives his MRI directly to the fans.

Of course there are doctors on Twitter. So, they can completely understand for themselves what is going on with Arian Foster. They can actually diagnose how long he would be out, if at all. So, it was a really interesting example in sports management of how these two graphs represent a shift: not only in terms of sports information that certain teams get and certain organizations receive but also in terms of how sports teams and athletes themselves can have a better way of communicating with their fans and their audience members.

The emergence of athlete-driven media is an important part of sports management education courses.

We became the first North American team to acquire an esports franchise in September of 2016. The numbers behind esports are staggering. More people watch the League of Legends World Championships than the BCS National Championship, the NBA Finals, the World Series, the Stanley Cup Finals, et cetera.

The numbers are staggering. The demographics are staggering. And enough fans have yet to be monetized in any way and have yet to really receive some of the professional treatment that sports entities, whether it’s teams or leagues or broadcasters, have currently reserved for traditional sports teams, as it were.

For us, in sports management, this was an incredible opportunity to meet this entirely new demographic, to understand the trends behind the success of esports over the last many years, and what we believe to be the continued explosive growth in the industry. Then, we were able to utilize the fact that we are part of an ownership group that is willing to invest behind somewhat risky, but at the same time, innovative, unique, and new ideas.

We spent a lot of time thinking about, one, do we want to invest in esports? The answer was, “Absolutely yes,” because of some of the demographics that I’ve talked about in the numbers. Number two, which was probably the hardest question to answer was, once we know we want to invest in esports, what is the vehicle that we’re going to choose?

For us, it just made logical sense, given that we are a sales and marketing organization, given that we understand how to run a team, and given that we are blessed to have some of the best sponsorship sales, ticket sales, marketing, fan engagement folks in the entire industry, if not the world.

We figured we could utilize those resources to help really grow Team Dignitas, which is the esports franchise that we acquired, and really help professionalize what is an incredibly exciting but an incredibly nascent industry.

The next six months, year, or three years will really show how successful we, as well as other franchises that follow our path, will be in professionalizing esports and really creating the next sporting behemoth in global sports.

But for us, it is very much about getting a seat at the table to an exciting industry with young fans, passionate fans, and really turning Team Dignitas, which is our investment in this space, into the marquee franchise in all of esports.

These are the kinds of subjects our sports management education course tackles.

Wearable technology is really becoming an important aspect of data capture for sports teams and for the athletes themselves. And where it really comes into play is in the continuous flow sports like basketball or soccer. What you’ll find is that in these continuous flow sports, you’re monitoring a lot of the biometric data and information. And you’re measuring levels of hydration. You’re measuring fatigue. You’re measuring stamina. You’re measuring heart rate. You can look at a soccer player as he or she runs up and down the field of play and understand how all of these measurements I just mentioned change with their exertion level.

And this is a way to catch fatigue when it’s going to occur. It’s also a way to build stamina. We understand where the limits are and where the decline comes. How do you push past that and build stamina in these athletes?

There are several issues with wearables and the biometric and health data that it captures. There are the HIPAA regulations which prevent, without the athletes authorization, the open sharing of that information. So, it’s not like teams can freely pass it to one another. Secondly, from an athlete standpoint, he or she may feel that they own that data.

It’s about their body and their personal biometric data. This is a very sensitive issue in sports management. And, in global sports, it’s an issue that players’ unions are very involved in. They’re involved in negotiations with leagues and are trying to implement standards to protect the athlete.

This information is something a reputable sports management education will cover.

Let’s talk about one of the most dynamic areas in all of sports today. That’s the media landscape, which is changing constantly. One of the things we’re seeing is that linear TV is really plummeting, while over-the-top, or OTT, is rising dramatically. As we all know, sports is really the last major holdout that is saving linear TV. By linear TV, what I mean is sitting in front of your TV set at a specific point in time, watching live broadcasts.

In 2005, 14 of the top 100 telecasts were live sports. 10 years later, in 2015, 93 of the top 100 telecasts viewed were live sporting events. Instead of watching linear TV, people are now consuming broadcasts online, on mobile devices or from non-networks like Netflix, Facebook or YouTube. As opposed to the go-to source for content, a TV has simply become a bigger screen to view video.

In some cases, though, the exception is for major sporting leagues and events. Those are the things that still attract eyeballs on a live basis. Now, over-the-top, or direct-to-consumer, is where the growth really is. Many sports leagues are on linear TV, and they also have an over-the-top offering. Major League Baseball, for example, has their MLB At Bat app, which is a direct-to-consumer offering.

The NFL, of course, has their role in broadcast TV, but they also have streaming with DIRECTV. About one third of Americans say that they watch more streaming TV than actual linear television.

In many ways, streaming matches up so much better with our modern on-the-go lifestyle. Plus, the quality of our smartphones, especially with ever-increasing bandwidth such as 5G, will allow for even greater efficiency for streaming video. Netflix is subscribed to by over half of US households, and they’re also the source of some of the best award-winning content. So, as you can see, the media landscape is changing dramatically and rapidly, and it has major implications for the world of both national and global sports.

Online sports management education is a great place to start if you want to learn more about how media has changed and evolved in relation to sporting events. It’s also a good way to learn many other sports management concepts and lessons to form a complete, high-quality sports management education.

“What advice do you give to sports management students as they’re approaching their career or ready to make a change in their career?” asks Laurajean Holmgren.

Bess Brodsky replies, “One of the first things that I tell people is that they have to take responsibility for their career, and they really have to craft a plan. What’s so interesting to me is the number of students and young professionals that I meet with so many different interests, different passions, and different directions that they want to go in the industry. So it’s not a simple answer to say, ‘You should do this’ or ‘You should do that.’ It’s really important to create an individual plan.

“At the start, you must have a good resume and a good LinkedIn profile,” Brodsky continues. “As we progress in our career it’s fine to look at your resume, but what’s really important is that it needs to outline the skill sets that you bring to the table so that a potential employer can really understand what you can do for them. How can you be a solution to their need to fill a role?”

The Importance of Resumes and LinkedIn in Sports Management Education

Brodsky notes that while there are many different styles of resumes, it’s always important for job seekers to explain their qualifications in terms of quantifiable accomplishments vs. broad statements. “I don’t like resumes where I see, ‘I’m responsible for …’ ‘Responsible for’ doesn’t actually mean that you even did it. It means you were responsible for it. Maybe somebody on your staff did it,” Brodsky says. “So, I really stress with people the importance of outlining what it is that they did so that a potential employer can understand what it is they bring to the table.”

She points out that a LinkedIn profile offers “an opportunity to be a little bit more creative … like painting a picture of yourself and who you are.” It’s an opportunity to highlight your skill sets, post a video or a link to a personal website, and include recommendations from former colleagues and employers, she explains. “It’s really an opportunity for somebody to go online and see a portrait of who you are. And I know many people that have been offered jobs just based on somebody reaching out to them via their LinkedIn profile. So those are the two most important things that I see.”

Holmgren agrees. “Right, it’s not just the what, it’s how you’re doing it,” she says. “We often say that students should take a plan and approach their career in a way that shows they know what they want, build the steps towards where they want to go. Does the next job have some of the attributes that match their personality and what they’re really looking for?”

“Exactly!” Brodsky declares. “I think what’s really important as you go on through your career is that you build your personal brand. One of the things that I work with students on is to develop what we call the ‘wow, how, and now’ statement. … You want to tell somebody something that’s going to make them go, ‘Wow!’ And then you want to go into how you got there and what you are doing now.

“So mine would be: ‘After working as an attorney, working as a vice president of sponsorship at Madison Square Garden, and working with top corporations and athletes, I’ve transitioned into being a career counselor and working on navigating career journeys with young professionals in the sports and entertainment industry.’ So you know that I was an attorney, you know I worked at Madison Square Garden, and you know I transitioned. And I told you that in just 20 or 30 seconds.”

Creating a Successful Social Media Profile

Although, when developing their personal branding statements, some people want to give a detailed account of their careers including each job title, Brodsky stresses the importance of an “elevator pitch” to use at a networking event, at a party, or even in an actual elevator, to “succinctly tell somebody who you are and what you’re looking for, so they can get an idea of how they can help you.” She adds that a social media presence, especially on Twitter and Facebook, is also very important.

“And LinkedIn,” Holmgren chimes in. “With LinkedIn, finding your voice on social platforms is crucial — not only being able to post professionally what relates to you and what your voice is, but it’s also something that really creates your brand online.” She goes on to explain that on LinkedIn, best practices include finding articles worth sharing as well as taking a valuable thought of your own and putting it down on paper.

Holmgren notes that great faculty members who often share best practices emphasize the importance of making sure that you find your fit. “That’s what I’m doing now,” she says. “I tend to focus on specific areas of sports that I’m passionate about. That may not speak to exactly what I’m doing right now, but if I want to take the next step, you can see what my voice is online.”

“In this day and age, it’s really important to have a professional profile,” Brodsky says, adding that LinkedIn is the best vehicle for it. “So if you have a Facebook page and that’s going to be about your personal life, keep that to your personal life,” she advises. “There’s the personal and the professional, and it’s really important, especially with young people and millennials, to keep those separate. You really want to be as professional as possible.”

These days, teams and their partners are creating experiences for fans in a way that’s new and different, certainly compared to what we’ve seen in the last 20 years. It used to just be enough to have the experience, the sights, the sounds, the smells, the touch, the feel of sports in a stadium, in your home, or wherever you’re consuming them.

Nowadays, though, we’re seeing something that’s the next leg up, and it’s really all about immersion. If you look at something like the emergence of eSports, it’s really about that immersion. It’s about being entirely enveloped in an experience, and having all five of your senses immersed in the event.

One of the big challenges today (and perhaps going forward) is that the experience you can have watching a sporting event in your home can be at least as good, and in some cases even better, than going to the stadium in person. This can be a tough thing to wrap your mind around because in the past it has always been about going to the stadium and being there for the live experience. So now, the venues — the stadiums and arenas — they are now having to up their game in a way that they’ve never had to before.

This looks different than it ever has, because it’s no longer just about going to the game and having some special type of food or seat, but instead it’s about being there and having an opportunity, usually through social media, to let everyone know that you were there and experiencing it. What’s happening behind the photo or video that you’re taking, whatever is happening on the field, is no longer always the most important thing.

Smartphones, of course, have changed our experience entirely. Currently, we see a lot of the changes going on in hypoconnectivity. This refers to building more and more of a relationship with not just the devices themselves, but the information that they’re giving and providing access to. Because of this, data and analysis are very popular topics right now.

We are now getting more and more detailed information about the things going on that we’re interested in, whether it be the play that’s taking place on the field and how the players are moving around, or even how long the lines are to get the food, drinks, and merchandise that we want to purchase.

So, as a society, we are all in on these changes. One of the questions though, on the flip side, is how much is that extra level of immersion taking away from simply enjoying the games that we came to watch? This is something to monitor as the way we interact with sports continues to change and develop.

For anyone looking to learn more about how the way we interact with sports is changing, as well as much more information on sports management strategies and concepts, global sports trends and marketing, and much more, online sports management education is a good route to consider. And with the online method, you can receive your sports management education without even leaving the house.

There are many different screens in terms of the way people watch global sports. But the first screen is actually live sports, right? The second screen is television, and this is my view of this. And the third screen is really your mobile device.

Imagine this. You’re at home watching something on television that you like. And it’s being displayed with multiple angles or multiple feeds through live streaming. I use the Masters, a golf tournament, as a great example. You might watch the live television feed on CBS.

But masters.com might have several different feeds on their app that could be done from a mobile standpoint. So, the second screen would be TV. The third screen would be your mobile app or your iPad, if you like, or your tablet.

Sometimes I will watch TV and have a computer and a mobile device, all at the same time watching things. I mean it’s somewhat like when you go into a sports bar and you’re watching a lot of different games all at one time.

Our Sports Management Education courses dissect how we watch sports and how sports management organizations feed us sports information.

It’s interesting that the new generation, Generation Z, sometimes referred to as the “I Generation,” is often referred to as the pluralist generation. This ties in with the idea that these consumers are starting to view sporting events with multiple mediums. What this means is that not only are these consumers the younger generation, and not only are they starting to watch sporting events on television, but they’re also beginning to engage with these sporting events on their personal phone device, or their tablet or all of the above.

This allows a further form of engagement. Consumers these days are very reliant upon engaging with these sporting events. Consumers really value the idea of interacting with any given sporting event because it makes them feel as if they’re a part of it. In addition, it makes them feel as though they have some control over it.

When these consumers are given a second medium to interact with for any given sports activity, they feel that they can have some type of say in what goes on with that sporting event. This aspect of gaining control over the event is seen as evidence that consumers are interacting differently than they once did. Not only are they watching the game, but perhaps they’re also actively tweeting at the team. Maybe they’re on Instagram viewing what’s happening on the sidelines. This makes the consumer feel as if they’re experiencing an all-inclusive environment and that they’re actually part of the sporting event that’s taking place.

It’s important to realize the evolution of sports media. The advent of social media has come into play and helped us realize how important sports media is to athletes and consumers. It’s also important to recognize the value of sponsorships and how sponsorships can help shape a sports organization’s branding process. This goes for sporting event arenas as well, as they can also help with that process of shaping a brand. These things have changed a lot in recent years, and as our culture and society continue to evolve, so will these trends.

If you haven’t considered sports management education, it’s a very effective way to learn more about all concepts relating to global sports and sports management. And, with online sports management education, you don’t even need to leave the comfort of your own home to start learning.

Today, we will be talking about sports media and marketing. We are going to cover a multitude of topics regarding sports management education. We will talk about the evolution of sports media. In particular, we will discuss how it relates to social media and what the advent of social media means for certain global sports organizations.

Building Brands

We will be talking about how to promote a given sports athlete or a given team. In that, we will also discuss the branding process and marketing mix of sports management. This includes the four P’s and how they can be utilized to build up a particular brand. Branding is one of the most important things for sports organizations. We will also touch on sponsorship and how it can come back to help promote and build brands. In addition to all of this, we will also go over the event arena space, including how it can also help build brands.

In terms of events that work, we know that there’s typically the main event, but there also needs to be something before and something after. This seems like a simple formula, but it’s not easy to pull off. However, if you can get it right and have some lead-up to the event that’s more than just a pre-game ceremony—perhaps something like tailgating at a sporting event, which most people are familiar with—then you’re on the right track with your event.

It can either be organized tightly or loosely, but there just needs to be something to attend before the main event. And then, once you get to the main event, it’s on. The game is on, but then you’ve also got to leave people with something as they depart, because we know from plenty of research that as important as first impressions are, final impressions are important as well. Walking out of the event needs to be a pretty good experience to go along with it, so that people leave with that last thing in their minds, and know that they’ve had a good time.

Managing crowds at sports venues seems like it would be something pretty simple, but that’s also not necessarily true. Think about any time you’ve been to an event and it’s been easy to move around, maybe compared to a different event where it’s been tough to move around. A classic example is Disney World.

If you’ve ever been to Disney World, think about all of the people who were there on the same day, at the same time, trying to get into the same activities, and the same rides, and the same shows. But at Disney, as long as you stand in line, they’ve got it pretty well figured out. Nowhere is going to be perfect, but they’ve got it pretty well figured out how to treat people and make you believe that you’re having a good and magical time, even when you’re doing something tedious like standing in line.

These are all the things that the better examples in sports venues are figuring out as well. If you’re going to stand there, you may be on your smartphone to pass the time, but that’s not really what the sports franchises want you to be doing. The better ones figure out good ways to keep you involved, keep you engaged, and keep you a part of what’s going on.

Do you have interest in sports management concepts and strategies, or global sports trends? If so, give online sports management education a try, as it’s the most accessible form of sports management education that you’ll find to learn about how to keep people engaged and interested when attending an event.