CHAPTER 4

The Wide World of Sports and

Entertainment

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 CHAPTER 4 CONTENTS
4.1 Worldwide Sports and Entertainment Events
4.2 Global Sports and Entertainment Trends
4.3 Diversity in the Sports and Entertainment
Industry
4.4 Destinations: Travel and Tourism

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Winning Strategies
Top Rank
• World’s leading promoter of world championship
boxing events
• Provides international distribution
• Boxing from Top Rank is produced and
distributed on the flagship sports network ESPN,
with additional events of equal caliber on ESPN’s
streaming service ESPN+
• Includes in-arena activities and entertainment
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 Lesson 4.1
Worldwide Sports and
Entertainment Events

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The Essential Question 1
What impacts do major international events and
politics have on sports and entertainment?

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Lesson 4.1: Learning Objectives
LO 4.1-1 Discuss the impact of international
events and international recruiting on
sports.
LO 4.1-2 Explain how money and politics affect
sports and entertainment.

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Lesson 4.1: Key Terms
• International Olympic Committee (IOC)
• gender equity
• joint venture
• piracy
• censorship

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Hosting the World
• International sporting events help bring people
around the world closer together.
• They give athletes a chance to compete on the same
playing field and under the same rules agreed upon
by all of the teams and players involved.

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The Olympics
• The International Olympic Committee (IOC) is the
governing authority of the Olympic Movement,
which includes all of the National Olympic
Committees (NOC), the International Sports
Federations, Organizing Committees for the Olympic
Games, athletes, sponsors, and broadcasting
partners.

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Host Cities
• The IOC selects which country will host the
Olympics.
• The selection is made seven years before the event
to provide the host country and cities time to
prepare.
• In addition to assuring the ability, infrastructure, and
commitment to putting on the event, financial,
social, and political situations are also taken into
account when deciding on the host city.
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Marketing
• The IOC organizes the Olympic marketing program.
• Its objective is to ensure the financial stability of the
Olympic Movement.
• The Olympic Partners Programme (TOP) was
developed to establish long-term corporate
sponsorships.

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Broadcasting Rights
• One of the major benefits of being a host city is the
opportunity to promote the city and surrounding
area to the world via broadcast television.

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Olympic Sports
• Each sport that is represented in the Olympic Games
stands to benefit financially through global exposure
to billions of television and digital viewers.
• The IOC uses 39 criteria to decide which sports will
be included in the Olympics, one of which is gender
equity.
• Gender equity is when the opportunities for men
and women are roughly equal.

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International Professional Sports
• Baseball, basketball, golf, tennis, auto racing,
horseracing, and boxing are all international
professional sports, but soccer might be the world’s
favorite sport.
• Soccer is watched by millions of people on every
continent.

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Recruitment of International Athletes
• U.S. Major League Baseball (MLB) teams seek out
international players.
• Prospects are sought by international scouts for
each team.

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International Amateur Sports
• Every August, South Williamsport, Pennsylvania,
hosts the Little League World Series, an
international tournament that has been held for
more than 72 years.
• Millions of youths take part in Little League on six
continents around the world, making it one of the
world’s largest organized youth sports programs.
• Major League Baseball supports Little League.

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 Intermission 1

How does being selected for Olympic

competition benefit a sport?

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Money and Politics in Sports and
Entertainment
• Great emphasis is placed on international events
because they can affect a nation’s economy,
prestige, and its political relations.

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Ping Pong Diplomacy
• Sports had one of its most dramatic impacts on politics
during the 1971 World Table Tennis Championships in
Japan.
• A casual meeting, introduction, handshake, and exchange
of gifts between a Chinese national team member and a
United States team member led to a change in the world
order.
• Today, the two countries have the first and second largest
economies in the world, and a complex and dynamic
economic relationship with significant highs and lows.
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The World Cup
• The Fédération Internationale de Football Association (FIFA)
is the international organizing and governing body of
football, known in the United States as soccer.
• FIFA has 211 member associations.

• FIFA sets the rules and establishes the competition for soccer
on a worldwide level, including the World Cup, a tournament
held every four years to determine a world championship
team.
• Playing in the World Cup can have a major financial impact on
a nation’s soccer industry.
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Recruiting International Athletes
• In 2015, after more than 55 years of an embargo
that forbid doing business with the Cuban
government, sanctions were softened by the U.S.
and the Cuban Baseball Federation (FCB) was
deemed a separate, non-governmental entity.
• An agreement signed between MLB and the FCB
was to allow Cuban players to legally leave Cuba,
come to the U.S. on work visas, and sign with an
MLB team as a free agent.

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Tense Neighbors
• When neighboring countries Afghanistan and
Pakistan met on the soccer field for the first time in
37 years, it was hoped that the game would improve
the relationship between the two countries, which
had many long-running disputes.
• Another rivalry example involves Russia and the
United States.

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Challenging China
• China has the potential to become the world’s
largest consumer of sports and entertainment
because it has such a massive population.
• Government-run companies control the importation
and distribution of foreign films, art exhibits, video
games, and other types of entertainment in China.
• A joint venture is an agreement between two or
more companies to work together on a business
project.
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Piracy
• Piracy is the theft of copyrighted material.
• It is a problem for the film industry in China because
the sale of illegal copies and streaming affects the
bottom line.

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Censorship
• Making a film that appeals to Chinese movie fans is
just one of the obstacles in China.
• Film companies that produce films in China or hope
to distribute films in China operate under very strict
government censorship rules.
• Censorship is the act of altering or editing media
that is considered objectionable.

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 Intermission 2

Who controls the content of films made or

shown in China?

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 Lesson 4.2
Global Sports and Entertainment
Trends

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The Essential Question 2
How have global trends and global
communications changed the sports and
entertainment industries?

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 Lesson 4.2: Learning Objectives
LO 4.2-1 Identify opportunities for growth in
sports and entertainment based on
global trends.
LO 4.2-2 Identify the effects of global
communications on sports and
entertainment.

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Lesson 4.2: Key Terms
• international marketing
• global trends
• differentiation
• globalization
• box office
• esports
• polyglots

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Global Trends
• International marketing refers to marketing a product in
another country.
• Global trends is the worldwide direction of sports and
entertainment.
• Differentiation is when a product is customized to appeal
to different markets.
• Globalization is the international economic relationships
resulting from the integration of the world’s markets.
• Box office refers to income from ticket sales.

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Esports and Spectator-driven
Video Gaming
• Gaming publishers, sports leagues, motorsports
groups, and esports media have worked together
feverishly to create a major trend in global
entertainment.
• Esports are video games played by multiple players
in front of spectators.
• As esports events have exploded in popularity,
traditional sports are adopting the esports model.
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Baseball
• Baseball has been described as the game for
polyglots.
• Polyglots are people who speak many languages.

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Soccer
• In the United States, soccer continues to grow in
popularity.
• NBC holds the exclusive multi-platform video
broadcast rights in the U.S. (English and Spanish-
language) to England’s Premier League through
2022.
• NBC has made a major commitment to cover world
soccer games as U.S. interest increases.

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Formula One
• Formula One races are held all over the world and
are watched globally but are only held at one
location in the United States.
• International shipping company DHL transports the
racecars and team equipment between locations on
as many as five continents.

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 Intermission 3

What are some of the considerations and

risks of investing in a sport or
entertainment when it is a global trend?

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The World Online
• The Internet has been a major disrupter and threat
to sources of traditional entertainment media such
as theme parks, TV, and movie theaters.
• Thanks to the Internet, people can receive
entertainment without leaving their chair.

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Connecting Countries
• T-Series, an Indian music label and film production
company, has the most widely watched YouTube
channel in the world.
• About 12 percent of the traffic on T-Series comes
from the United States and about 40 percent comes
from outside India.

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Sharing Communications
• The international “Sports Performance Data and Fan
Engagement Summit” has become an annual event.
• In 2017 it focused on how the sports industry could
use data and technology to better engage fans.
• The executives from 100 different sports shared
information on using data to drive their strategies,
including how Formula E racing for electric cars used
data to develop a global race series.

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 Intermission 4

Name two ways the Internet has affected

the sports and entertainment industries.

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 Lesson 4.3
Diversity in the Sports and
Entertainment Industry

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The Essential Question 3
How do cultural and gender diversity relate to
the popularity of sports and entertainment?

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Lesson 4.3: Learning Objectives
LO 4.3-1 Explain the impact of multiculturalism
and diversity on sports and
entertainment.
LO 4.3-2 Summarize the impact of women in
sports and entertainment.

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Lesson 4.3: Key Terms
• culture
• prime time
• trendsetters
• augmented reality
• Title IX

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Multicultural Markets
• Culture is defined as the shared history, beliefs,
customs, and traditions of a group of people that
distinguish them from another group.
• As travel and worldwide communication have
become more accessible, people have had
opportunities to see and hear the wealth of talent
from around the globe.

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Spanish-Language Sports and
Entertainment
• The population growth of the Latino market in the United
States has opened opportunities for sports-related
businesses, as well as entertainment.
• Boxing, soccer, and baseball are all popular sports with a
large Latino following.
• Univision is best known for offering telenovelas, a word
created from tele for televisión (the Spanish word for
television) and novella (the Spanish word for novel).
• Prime time is the block of time during the middle of the
evening when the largest number of viewers is watching.
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International Rhythm
• Many ethnic markets offer potential for expansion
by sports- and entertainment-related businesses.
• Culture and experiences influence the types of
music people like.
• Trendsetters are people who are leading the
direction of entertainment, sports, and other fields.
• Augmented reality is when digital information is
overlaid onto real live video of an event.

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Culturally Speaking
• Although English is the international language of
business, providing information in the native
language of website visitors can make a difference.
• Good communication is one key to a successful
business.

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Black Programming
• In 2020, Netflix launched a “Black Lives Matter”
collection of over 50 titles about racial injustice in
the United States.
• Netflix is also known to have one of the most racially
diverse management teams in the industry.

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 Intermission 5

How has growth of the Latino population

in the United States influenced sports and
entertainment?

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Women in Sports
• Most girls growing up in the United States prior to
1972 rarely had opportunities to participate in
organized competitive school sports.

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Title IX
• Title IX is an amendment to federal education law
that prohibits discrimination on the basis of gender
in federally funded school programs.
• Since the implementation of Title IX, participation by
females in high school sports has increased by more
than 900 percent and in college sports has increased
by more than 560 percent.

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Fighting for Equality
• Minority women have faced a double jeopardy in sports
—discrimination against their gender and their ethnicity
or race.
• Venus Williams is credited with convincing the All
England Lawn Tennis and Croquet Club, the venue for
the Wimbledon Championship, to award female players
equal payouts with male players.
• The U.S. Open began paying equal prize money for men
and women in 1973, due to efforts by legendary female
tennis player Billie Jean King.
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 Intermission 6

Why was Title IX an important piece of

legislation for women’s sports?

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 Lesson 4.4
Destinations: Travel and Tourism

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The Essential Question 4
What is the role of travel and tourism in sports
and entertainment, and why is
multigenerationalism a factor?

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Lesson 4.4: Learning Objectives
LO 4.4-1 Explain the role of travel and tourism
in sports and entertainment.
LO 4.4-2 Discuss the roles of resorts and theme
parks.

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Lesson 4.4: Key Terms
• direct economic impact
• indirect economic impact
• niche travel
• ecotourism
• multigenerationalism

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Traveling
• According to the World Travel and Tourism Council,
10.4 percent of the world’s gross domestic product
(GDP) is related to travel and tourism.
• Travel and tourism plays a very important role in the
economic growth of many countries.

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Attracting Tourists
• Visitors will purchase airline tickets, book hotel rooms, rent
cars, visit local tourist attractions, and eat at local
restaurants.
• The direct economic impact is the total amount of new
spending resulting from an event or attraction.
• The indirect economic impact is determined by the multiplier
effect, which is the portion of the money spent by visitors on
local goods and services that is in turn spent by local
employers and employees and re-circulated in the area.
• Determining the direct and indirect impacts of a major event
is not an exact science.
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Tailor-Made Vacations
• A wealth of travel opportunities exists and can be
tailored to customers’ vacation tastes and budgets.
• Niche travel, or recreational travel or tours planned
around a special interest, are becoming popular.

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Halls of Fame
• As a travel destination, a hall of fame can serve as a
basis for promoting tourism.
• Sports halls of fame cover every recreation from
lacrosse to jousting and from chess to marbles.

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Ecotourism
• The International Ecotourism Society (TIES) defines
ecotourism as “responsible travel to natural areas
that conserves the environment, sustains the well-
being of local people, and involves interpretation
and education.”
• International sports events attract hundreds of
thousands of tourists from around the world and
have a financial and environmental impact on the
areas visited.

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 Intermission 7

Why should the travel industry be

concerned about the local people who live
near tourist sites?

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Resorts and Theme Parks
• Theme parks generally have activities, rides, and
other attractions centered around movies, cartoon
characters, or television shows that are well known
to children.
• Resorts frequently focus on a single recreational
sport, such as golf, and other relaxing activities.
• Multigenerationalism involves satisfying the needs
of several generations of a family.

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Theme Park Central
• Orlando, Florida, is an extremely popular vacation
site with more than 100 attractions that bring over
72 million visitors a year (for business and pleasure)
to the city.
• To maximize the revenue per guest, Disney wants to
provide all of the products and services that visitors
may want and need during their stay.

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 Intermission 8

Why might a theme park add restaurants

and lodging to its site?

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Sports and Entertainment Marketing
Series Event (1 of 2)
Performance Indicators Evaluated
• Pitch a marketing communication idea to the client.
• Demonstrate negotiation skills.
• Participate as a team member.
• Make a client presentation.
• Gain a commitment from the client.
• Identify the product’s/service’s competitive advantage.
• Demonstrate an understanding of entertainment
distribution.
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Sports and Entertainment Marketing
Series Event (2 of 2)
Think Critically
1. Why would a major city want a professional soccer
team?
2. What would be two advantages for Raleigh if they are
the host city for the team?
3. Why would a team want to locate in the Raleigh area?
4. How might the soccer team play a role in diversifying
the sports fans in Raleigh, North Carolina?
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