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    Global Success Strategies:

    Applying What We Have Learned

    Professor ShropshireThe Global Business of Sports

    Module 7.0

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    What is next? How can a sports

    enterprise achieve global success?

    Climate is what you expect, weather iswhat you get. Mark Twain

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    Lecture 7.1

    Global sportsInternational league

    possibilities?

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    The Flat World and Sports Participation in the business and practice of

    professional sports in the US has become global

    International players now account for sizable

    portions of professional sports rosters

    Leagues have tried (with varying successes) to reach

    a global audience

    Successful: World Baseball Classic? NBA China?

    F1? Unsuccessful: NFL Europa

    Outside the U.S. coming in?

    Involvement of foreign players adds to global appeal

    of leagues and specific sports; this aids in the

    creation of a global product

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    Elements

    What team sport will the world buy?

    Individual easier? Why?

    How do you deliver that sport successfully?

    How do you control finances?

    How do you sustain the success?

    Impact of athletes

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    Global Labor and Product Markets: Redux

    Global labor markets create a virtuous circle

    Global sport product

    Export through media rights and exhibition matches

    played in foreign markets, but local loyalties matter

    Talent

    Money

    Sport

    moreenjoyable

    Revenueincrease

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    What sport will the world buy?

    The already successful?

    Soccer?

    Football ?

    Cricket?

    Basketball?

    A new sport?

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    Reviewing Success

    Financial vs. Popularity

    Projecting future demand?

    Profitability?

    Building equity

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    Case: MLS Join the elite?

    Football is the worlds sport, is MLS the

    missing link?

    "By 2022," MLS Commissioner Don Garber

    said at his annual state of the league

    address of his ideal for the league to be

    amongst the world's elite. "That's our goal.

    "I'm not saying we'll be the biggest league in

    the world but we believe we will be one of

    the top leagues."

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    Global Sport Product: Existing League Efforts

    NFL

    Games atWembley

    Much like F1foreign viewersexist, product is

    scarce

    Few gamesmakes it hard toplay in Britain;tough for fansto grasp

    MLB & NHL

    Easier becauseof alreadystrong pocketsof globalinterest and

    more games tospare

    NBA

    Friendly foreigngames

    Stronginternationalinterest

    Chinesegovernmentplan: basketballcourt in everyvillage

    E

    s

    f

    ~f

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    Recall the Steps for Success?

    Global Labor Markets create a virtuous circle

    Talent follows money, making the sport more

    enjoyable to watch, which increases

    revenues

    Global Sport Product?

    Export through media rights, but local

    loyalties matter

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    Recap

    Multiple global team sports

    efforts exist but none capture

    the entire globe

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    Lecture 7.2

    Economics andBarriers

    Success Traits

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    How to avoid this fate?

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    Economics: Controlling Spending

    Salary Caps

    Financial Fair Play Regulations

    Good business practices

    What is the primary tension?

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    Barriers to Entry

    Capital Talent Facil

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    Five Traits of Successful Leagues

    Audience appeal

    Media presence

    Deep-pocketed ownership

    Location in appropriate markets

    Strong leadership

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    Audience Appeal:

    Entertaining for a Broad Demographic

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    Audience Appeal: Celebrity

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    Audience Appeal: Talent and Facilities

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    Audience Appeal: Youth Sports

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    Media Presence

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    Deep-Pocketed Ownership

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    Location in Appropriate Markets: Live Gate

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    Strong Leadership

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    What do you think?

    Is there an existing sport that can capture

    the world? Is there an existing league

    Will a new sport emerge to capture the

    globe?

    Is world dominance by a team sport

    impossible?

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    Parting Shot

    Frameworks: Remember to use the frameworks wehave developed in this course to study the various

    aspects of the business of sports. Be sure to keep an eye out for Brazil and other

    major sporting events taking place worldwide usingthe lens of our Global Business of Sports class. Welook forward to having you in a future class on theCourseraplatform.

    Thank you for introducing new topics of interest tous, such as Music as sports brandingandJoint/Russian Ukrainian football league,which aregreat followup discussions and research interests forour team.

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    Recap

    Weve analyzed the elementsneeded for global sports success.

    A truly global team sports model

    may evolve as the world flattens

    and shrinks.

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    Thank you

    For playing your part in The Global Business of

    Sports

    Continue the conversation via:

    1) The Forums and/or on

    2) Twitter: #globalsportsbusiness

    Professor Shropshire @kenshropshire

    3) Facebook: Like the Wharton Sports

    Business Initiative