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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
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