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Day: January 13, 2018

American Needle v. NFL: An Opportunity To Reshape Sports Law

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Abstract.

In American Needle v. National Football League, the U.S. Supreme Court will decide whether, and to what extent, section 1 of the Sherman Antitrust Act regulates a professional sports league and its independently owned franchises. For the first time, the Court could characterize a league and its teams as a single entity, meaning that the league and its teams are not able to “conspire” because they share one “corporate consciousness,” and thus cannot violate section 1 through even the most anticompetitive behaviors. Such an outcome would run counter to the sports league-related decisions of most U.S. Courts of Appeals, which have generally rejected the single entity defense because teams often do not pursue common interests. It would, however, prove consistent with the views of the Seventh Circuit, which in 2008 determined in American Needle that the National Football League and its teams constitute a single entity for purposes of apparel sales.

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A Model for Screening Sport Sponsorship Opportunities

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Abstract

The prolific submission rate of sport sponsorship proposals to corporate marketing decision makers warrants the availability of a comprehensive screening instrument. Due to the limited number of instruments available Irwin and Assimakopoulos (1992) proposed the Sport Sponsorship Proposal Evaluation Model (SSPEM).This theoretical model featured a compilation of contemporary sport sponsorship evaluation criteria with distinctive weighting and grading scales. The purpose of the current study was to subject the model to empirical testing in an effort to confirm the retention and categorization of contained criteria. Based on the results of this investigation modifications were made to the original model thereby enhancing its universal effectiveness to corporate decision-makers.

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Sport Sponsorship: Appeal and Risks

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Sport sponsorship is a particular case within the sponsorship industry. It is distinct from the more philanthropic forms of sponsorship, which appear to be less motivated by commercial objectives, and which generally achieve less significant commercial returns (Calderon Martinez, Mas-Ruiz & Nicolau-Gonzalbez, 2005). In this paper, the advantages of sport sponsorship are reviewed to identify why sport sponsorship is more popular than other forms of sponsorship. Despite this popularity, the sponsorship of sporting events and individuals also carries some risks. In this paper, we also review the risks, including generic risks such as the risk of news media reporting that is interpretive rather than objective. Other risks relate more directly to sports, particularly the effects of winning and losing on audience attitudes (or sponsorship objectives), and the impact of off-field behaviour otherwise unrelated to the event threatening the objectives of corporate sport sponsorship.

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An Investigation Into Motorsport Sponsorship : A Comparative Analysis Of Two And Four Wheeled Sponsorship

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Abstract:

The prime objective of the research is to establish why commercial sponsors use motor sport as an element of their marketing communications. A comparison has been undertaken between car and bike racing, as represented by Formula One and MotoGp, to establish any differences in approach. The initial historical element of the research revealed that motor sport had been sponsored by vehicle manufacturers since the origins of the petrol combustion engine in the late 19th century. Any suggestion that sponsorship of motor sport is a recent, late 20th century science has been dispelled. The investigation found that the sponsors of top level car racing place major importance on achieving awareness for their brands through media exposure, particularly television. This aim is shared by motorcycle racing sponsors too and a common model is identified. Where motor cycle racing is specifically concerned the research established that there is an almost identical approach to the usage and application of sponsorship to that in...

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Study: Winners and Whiners

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n the on-going battle between IndyCar and Indianapolis Motor Speedway president Tony George and his Indy Racing League, there will be no winners, only whiners. It has been said time and time again that the racing fans will ultimately decide the fate of each series. Both IndyCar and Tony George have placed considerable hope that the sentiment will fall in their favor.

Finally, the enthusiast will be heard. Through RaceStatR – Indy, the first of a two-part study of Indy racing fans, (conducted by Performance Research – a Newport, RI, sports market research firm) the racing fans get a chance to speak out.

With regards to the controversy, when asked which side or opinion they most agreed with, racing fans (47%) generally agreed with the overall position of IndyCar (27% agreed with Tony George, and 26% were undecided), yet three-fourths (75%) are still planning to watch the IRL sponsored “Indy 200” to be held in Walt Disney World, Florida.

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