Money Games: Profiting From the Convergence of Sports and Entertainment
September 27 , 2017
David M. Carter is a highly qualified author for this this work.“He is a national authority on sports business and strategic marketing, and the author of four books about the sport business industry. He founded the Sports Business Group in 1999 following more than ten years of consulting for the sports and entertainment industries. As a sports business consultant specializing in strategic marketing, Professor Carter has consulted for corporations, sports organizations, sports and entertainment venues, law firms, municipalities, and individual athletes. He regularly provides sports business commentary to national media concerns.” (USC Marshall, n.d.) He is also the author of many other works such as On the Ball: What You Can Learn About Business From America's Sports Leaders (2003), Keeping $core: An Inside Look At Sports Marketing (1996), and You Can't Play The Game If You Don't Know The Rules (1994). With a history as deep and extensive as Carter's, I feel that he is very qualified for this work.
Carter addresses in his work the subject of convergence from the angle of sports transitioning into a type of entertainment. Carter is under the impression that this has actually been happening in the history of sport for a while. In the Introduction of the book, Carter looks at the actual accounts of history in sport back to ancient times and how entertainment worked at that time. However, Carter stated that it was really not until two-thousand years later that the convergence of sport was affected by technology. The big theme that we are seeing is the theme of convergence. Carter Describes this process as the “ coming together...toward a common point” (Carter, 2011, p. 1). And this is where the “money” comes in in the title of Carter's book. The common point that they were and still are trying to accomplish is capitalism. The common point is “ to build brands and generate revenue and . . . increase value for stakeholders in the process” (Carter, 2011, 1). Carter divided Money Games into three distinctive parts: Section 1, At-Home Convergence, section 2, Away-from-Home Convergence and section 3, At- Venue Convergence. Carter seems to include examples all of the chapters that explain the overall convergence of sport and entertainment. In terms of At Home Convergence, the Carter decided to discusses the ways that sports are consumed in the comfort/solitude of our own homes. Carter insists that Sports teams, and leagues are focused on marketing towards the homebound consumers Through a variety of platforms. Such as tv, video games etc. In terms of Away from Home Convergence, Carter addresses the newest ways that sports and entertainment are able to be accessed when not in the comfort of your own home. This focuses on essentially the wireless Internet and mobile technology and how it plays into people accessing data and games on the go. The use of internet has brought in a new source of revenue to the sports leagues and teams as well as to the businesses/corporations that are devoted to delivering sports to the consumers on the go. “rapid evolution of mobile technology and devices has fundamentally altered the consumption of (sport) information away from home” (Carter, 2011, 131). The internet has increased access to sports news, information and entertainment dramatically.
And last, in terms of the at venue convergence portion of Carter's discussion, he describes the recent developments in the original form of sports consumption. The original way to consume sport was by attending the sporting event. ESPN has actually changed this and now we can even see the most organic form of sport in history on television through ESPN's College Gameday. This transition from the attending sport events in person to the at home experience just shows “the power of television to build and extend brands, and deliver value to strategic partners, especially advertisers and sponsors” (Carter, 2011, p. 36). So television as not only allowed teams and leagues to be able to target their prefered fan base, while at the very same time presenting the ability for their sponsors to reach the people group and demographic that they desire. So this transition has completely changed the way that leagues and teams are advertising and promoting their facilities and events.
Some of the most interesting information that I reacted to was the information that chapter 8 is focused on. Carter focuses on the overall development the technology of the venue. Carter uses the University of Phoenix Stadium in Glendale, Arizona as an example of a stadium that was built with a modern technology mindset. He also explained that this stadium was really the best example of what a modern stadium looked like that could attract people to come into the stadium for the events. This is what had me intrigued. Seeing that it is not uncommon for stadiums upgrading their audio systems and Wi-Fi in an effort to outdo the at home consumer experience. I was really surprised to see that there is now competition among the 2 ways that you are providing experiences for one event. In my experience, I was brought up attending Atlanta Hawks basketball games with my father. He always said that the experience of going to a real live game is so much better than just watching the games at home on the television. So in reading that it is actually a struggle to compete with the at home experience surprised me and made me a little sad. However, as a sports marketer, I can see how reading Money Games can help me in my job field. I will need to understand and be proactive in looking for different ways to be able to promote and advertize my events as well as; how to increase the physical event fan experience in our facility. As the demands change in the other ways that our fans can experience the sporting event, it is important to be aware of these changes in trends and to be able to transform/adjust to what will increase the overall fan experience to be able to bring in as much revenue as possible weather it is through increasing the technology in the stadium, changing the way that the game might be accessible at home or on the go, or even catching onto different ways to be able to advertise and promote. As a christian, I need to be careful when applying this mindset of changing everything about the process of advertising and operation for a profit. To a certain point, just because the trend of advertising and operating change, we should not be so focused on making a profit, but rather spreading the love of Christ through our advertising or operations at our events.
Carter, D. M. (2011). Money games: Profiting from the convergence of sports and entertainment. Stanford, CA: Stanford Business Books.
USC Marshall (n.d.). Retrieved September 25, 2017, from https://www.marshall.usc.edu/personnel/david-carter
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