Entertainment

Case Study

Communications in Sports & Entertainment: A Unit 11 SEM Case Study

Cubs Care connects with its community. It couldn’t be any other way, considering the bond that exists between the team and the city of Chicago. The team and its players are woven into the fabric of the North Side of “the windy city.” The neighborhood surround- ing Wrigley Field

is known as “Wrigleyville,” owing as much to the mutual affection between team and fans as to the name of the famous ballpark at its center.

Thousands of non-profit organizations in the Greater Chicago area benefit from the funds and merchandise provided by the team, its players, the fans, and outside contributions. Cubs Care provides “financial support for youth sports, children with special needs, victims of domestic violence, and social service agencies in the community.” Established in 1991, the charity has distributed over $12 million and has recently averaged more than $1 million a year.
Funds come from a variety of activities. One of the most popular is the Cubs Convention, an off-season oppor- tunity for fans to interact with players, team management, and broadcasters. To participate, fans must pay an admission fee. The three day event provides attendees with a chance to discuss plans for the upcoming season, have photos taken with their favorite players, and get autographs. In-season events include Meet the Team, Have a Ball, where those donating to Cubs Care can meet with players and receive autographed baseballs and Hey Dad, Wanna Have a Catch, which allows youngsters to play catch in the outfield with parents, run the bases, and spend time touring the playing field. Participants also receive baseballs, T-shirts, and can eat lunch in the Friendly Confines Café.
Players’ wives also help by participating in food drives, writing and editing books (Wrigley Field, A to Z is one recent publication), and organizing charity events.
Much effort goes into promoting youth baseball in Chicago. Cubs Care grants not only support Little League and other youth programs, but also have been used to rehabilitate and upgrade several fields. The fund has partnered with local agencies to refurbish and build four

diamonds, named “Legends Fields” in honor of former Cubs players, at Hamlin Park. A

$500,000 donation, made in partnership with the Chicago Park Dis- trict, the City of Chicago, and the Thillens family, also helped revive Thillens Stadium, a historic local field first opened in 1938.

Case Study Questions

1. 
   What role does the team’s management of Cubs Care play in its overall marketing strategy?
   
2. 
   Can you think of other fund raising activities that would be consistent with the team’s
   

approach to its participation in Cubs Care?

3. 
   Why are community relations programs important to sports and entertainment organizations? Are they also impor- tant to athletes and celebrities? Why or why not?
   

4. 
   Would a program similar to Cubs Care work as well in another city or in another sport where the fans are less passion- ate about the team, where the team hasn’t been around as long, or where the ties between team and community are not as strong? Why or why not?
   

Source: Pitching In, Fielding Dreams, Chicago National League Ball Club, L.L.C.

Unit 11 Discussion Question Review

How do you find out when your favorite team is playing its next home game? Where do you go to find out how well your favorite player is performing? How do you know when your favorite actor will be featured in a new movie? What other sources might be available to help you find that information?

In today’s information age, this kind of information is readily available in a number of formats. In most cases, information is distributed by the sports or entertainment organization. In other cases (typically the source of negative publicity), a story may be broken by a member of the media.
These could include:

• 
  Internet
  
• 
  Newspaper
  
• 
  Television
  
• 
  Radio
  
• 
  Magazines
  

What instances can you think of where an athlete or entertainer has engaged in activities that generated negative publicity for themselves or the organization that employed them? What was the activity? How did you hear about that activity? Did that act have a negative impact on the celebrity or organization? Why or why not?

A hot topic now among sports fans and enthusiasts is the use of illegal performance enhancing drugs (steroids) among Major League baseball players. Other issues that seem prevalent among celebrities and entertainers include drug use/abuse and public behavior not conducive with the public’s perception of how “role models” should act.
What instances can you think of where an athlete or entertainer has engaged in activities that generated negative publicity for themselves or the organization that employed them? What was the activity? How did you hear about that activity? Did that act have a negative impact on the celebrity or organization? Why or why not?
Many times celebrities will get involved with events in which the general public is very aware. There is probably no better example of this right now than the negative publicity surrounding several of the major league sports (steroid scandal, Barry Bonds and Major League Baseball…NBA referee allegedly fixing games for gambling purposes…Michael Vick in the NFL).
Think about some of the stories you have read in the news recently and how they apply to the sports and entertainment industry. Can you think of any social issues that impact the business of sports and entertainment?
Social issues in sports and entertainment refer to everything from ethical actions of athletes, entertainers and sports/entertainment organizations to the industry’s efforts to do their part to positively impact society.

Unit 11 Key Words Defined

Community Relations: Focus on an individual or organization’s commitment to bettering their

community

Ethics: The moral standards by which people judge behavior
Foundation: An association established by an organization, athlete or celebrity to maintain, assist, or finance other institutions or programs that are of an educational, charitable, or social nature
Goodwill: A general willingness to work with a person or organization based on a positive reputation or relationship
Media Relations: The relationship between an organization and the media
Press Release: Prewritten story about an organization or athlete/entertainer that is disseminated to various media
Public Relations: Activities that promote the image and communications an organization has with its employees, customers and public
Publicity: Public information about a company/team, good, or service appearing in the mass media as a news item at no cost to the organization
Publicity Stunt: Specific events or activities that are activated with the sole purpose of achieving a high level of media coverage and public awareness

Unit 11 References & Resources

1. 
   The Dream Job: Sports Publicity, Promotion & Marketing, Helitzer, p. 59
   
2. 
   http://iml.jou.ufl.edu/projects/Fall02/Kaufman/page2.htm
   
3. 
   http://press.pandora.com/file/4247784/Index?KeyFile=36264501
   
4. 
   http://www.mtv.com/news/articles/1635334/20100402/bieber_justin.jhtml
   
5. 
   http://www.thewrap.com/how-hollywood-actors-twitter-followings-have-become-as-important-as-talent/
   
6. 
   http://www.sbnation.com/nba/2012/7/3/3135374/deron-williams-nba-free-agency-2012-mavericks-nets
   
7. 
   https://moneyish.com/ish/this-is-what-a-single-tweet-cost-roseanne-barr-and-everyone-who-worked-with-her/
   
8. 
   Sport Marketing, Presentation Notes, Slide 10 of the Promotion/Sponsorship Lecture Ryan Langan, University of South Florida
   
9. 
   https://www.billboard.com/articles/columns/chart-beat/8098189/justin-timberlake-super-bowl-halftime-show-sales-gain
   
10. 
    Sports & Entertainment Marketing, Glencoe-McGraw Hill, 2nd ed., p. 177
    
11. 
    Sport Marketing, Mullin, Hardy, Sutton, 2nd ed., p. 334
    
12. 
    https://www.rydercup.com/news-media/usa/jim-furyk-ryder-cup-media-blitz-and-showed-yankee-stadium-he-can-bring-some- decent
    
13. 
    http://www.usatoday.com/story/sports/boxing/2013/05/01/floyd-mayweather-jr-robert-guerrero/2126863/
    
14. 
    https://www.forbes.com/athletes/list/
    
15. 
    http://edition.cnn.com/2017/06/01/us/tiger-woods-dui-dashcam-video/index.html
    
16. 
    https://www.buzzfeed.com/heidiblake/heres-the-evidence-of-worldwide-match-fixing-prosecutors- say?utm_term=.ej84d0Dp0#.my2VJLP2L
    
17. 
    http://www.utsandiego.com/news/2012/may/25/man-pleads-guilty-in-basketball-betting-ring/
    
18. 
    http://www.foxsports.com/mlb/story/major-league-baseball-players-association-union-domestic-violence-policy-assault-abuse- 082115
    
19. 
    https://www.nbcnews.com/storyline/winter-olympics-2018/ioc-votes-uphold-russia-olympics-ban-athletes-won-t-march- n850891
    
20. 
    https://bleacherreport.com/articles/2790759-robinson-cano-roberto-osuna-punishments-expose-hypocrisy-in-postseason-ban- rule
    
21. 
    https://www.bostonglobe.com/sports/2015/08/10/marathon-doping-report-very-concerning- baa/nOXIre8BhCvqZKEwZdzFRL/story.html
    
22. 
    http://maristpoll.marist.edu/723-more-than-six-in-ten-fans-believe-connection-to-biogenesis-steroid-clinic-too-little-to-justify- mlb-suspensions/
    

23 http://seattletimes.nwsource.com/html/mariners/2015951189_basenotes19.htm

24. 
    http://www.telegraph.co.uk/sport/olympics/london-2012/8710041/London-2012-Olympics-one-in-10-athletes-are-drugs-cheats- says-anti-doping-chief-executive.html
    
25. 
    http://time.com/money/4713938/heres-how-much-more-expensive-being-a-cubs-fan-is-in-2017/
    
26. 
    https://www.milb.com/river-bandits/news/cost-of-attending-bandits-game-below-milb-average/c-219619808/t-196097124
    
27. 
    Dosh, Kristi (@sportsbizmiss). “Avg tix prices per SBJ: Broadway show ($88), Disney (adult $85), NFL ($77), NHL ($57), NBA
    

($48), MLB ($27).” 26 March 2012, 6:18 PM. Tweet.

24. 
    http://www.knoxnews.com/sports/vols/football/ut-self-reports-18-violations-since-may-all-level-iii-2b48ab98-625f-1b36-e053- 0100007f70ba-368097321.html
    
25. 
    http://espn.go.com/college-football/story/_/id/8191027/penn-state-nittany-lions-hit-60-million-fine-4-year-bowl-ban-wins- dating-1998
    
26. 
    Sport Marketing, Mullin, Hardy, Sutton, 2nd ed., p. 318-320
    
27. 
    The Sports Business Program: Marketing Your High School Athletics, Lindauer, p. 20
    
28. 
    Framework for Strategic Sports Marketing, Presentation Notes, Dr. Brian Turner, Slide #168
    
29. 
    http://www.wyff4.com/sports/four-south-carolina-milb-teams-team-up-to-support-flood-victims/35685214
    
30. 
    http://www.socialmiami.com/soceyes.asp?g=miami-dolphins-finsweekend-57484
    
31. 
    http://www.nfl.com/news/story?id=09000d5d80b4a489&template=with-video&confirm=true
    
32. 
    Sports & Entertainment Marketing, South-Western Educational Publishing, p. 124
    
33. 
    http://www.turn2foundation.org/intro/mission.asp
    
34. 
    http://www.complex.com/music/2017/03/chance-the-rapper-press-conference-elementary-school-chicago
    
35. 
    http://www.hugbacker.com/sports/crosstown-rivals-wright-and-jeter-wage-slugfest-for-charity
    
36. 
    http://foundationcenter.org/yip/youth_celebrity.html#celebs
    
37. 
    Sport Marketing, Mullin, Hardy, Sutton, 2nd ed., p. 324-333
    
38. 
    Sports & Entertainment Marketing, South-Western Educational Publishing, p. 102
    
39. 
    https://www.cbssports.com/nba/news/lebron-james-free-agency-joel-embiid-others-recruit-the-cavs-superstar-moments-after- losing-nba-finals/
    

24. 
    https://www.nytimes.com/2017/05/12/us/olympics-los-angeles-2024.html https://la24.org/home
    
25. 
    Sport Marketing, Presentation Notes, Slide 17 of the Chapter 15 Lecture, Ryan Langan, University of South Florida
    
26. 
    http://joefavorito.com/category/crisis-management/page/2/
    
27. 
    http://collegefootballtalk.nbcsports.com/2015/08/21/illinois-calls-on-good-old-dan-beebe-for-crisis-management-help/
    
28. 
    The Dream Job: Sports Publicity, Promotion & Marketing, Helitzer, p. 59
    
29. 
    http://latimesblogs.latimes.com/dodgers/2011/08/dodger-stadium-half-empty-and-just-wait-until-next-year.htm
    
30. 
    http://www.hollywoodreporter.com/news/why-baywatch-bombed-at-box-office-1008399
    
31. 
    http://www.nielsen.com/us/en/insights/news/2018/the-grammy-effect-sales-and-on-demand-streams-of-music-performed- surge.html
    
32. 
    https://www.usatoday.com/story/sports/2018/07/16/papa-johns-pro-college-teams-cut-ties-john-schnatter-slur/790722002/
    
33. 
    https://www.kansascity.com/sports/spt-columns-blogs/for-petes-sake/article211083979.html
    
34. 
    http://www.huffingtonpost.com/2012/02/06/woody-harrelson-enrages-redditors-with-marketing-attempt_n_1257871.html
    
35. 
    http://www.espn.com/blog/new-york/mets/post/_/id/124289/dont-look-for-tim-tebow-jersey-at-citi-field
    
36. 
    http://nmsn.foxsports.com/story/3302204
    
37. 
    http://www.forbes.com/sites/maurybrown/2015/07/14/2015-mlb-home-run-derby-sees-tv-ratings-increase-on-espn/
    
38. 
    http://www.sportsbusinessdaily.com/Journal/Issues/2015/06/01/Marketing-and-Sponsorship/MiLB-merchandise.aspx
    
39. 
    https://hoopshabit.com/2015/04/16/charlotte-hornets-rebranding-literally-pays-off-big-time/
    
40. 
    Sport Marketing, Mullin, Hardy, Sutton, 2nd ed., p. 336-337
    
41. 
    http://www.adweek.com/creativity/giant-ape-footprints-appear-around-l-a-in-larger-than-life-stunt-for-kong-skull-island/
    
42. 
    http://www.adweek.com/brand-marketing/ice-cube-fox-sports-and-wieden-kennedy-took-over-an-iconic-nyc-basketball-court- to-promote-big3/
    
43. 
    http://www.mediapost.com/publications/article/246424/why-will-ferrells-spring-training-stunt-was-a-gra.html
    
44. 
    http://www.startribune.com/st-paul-saints-keep-their-word-lucky-fan-will-win-10-000-after-16-seed-ncaa-upset/477169933/
    
45. 
    http://bit.ly/NdYwMm
    
46. 
    https://www.all22.com/nfl/tim-tebow-mets-gm-baseball
    
47. 
    http://www.forbes.com/sites/kellyclay/2012/03/22/rovio-turns-space-needle-in-seattle-into-giant-slingshot-for-launch-of-angry- birds-space/
    
48. 
    http://springboardpr.com/2012/02/15/super-bowl-publicity-stunt-goes-bad-four-pr-lessons/
    
49. 
    http://www.hollywoodreporter.com/news/oscars-2012-sacha-baron-cohen-ryan-seacrest-ashes-joke-295288
    
50. 
    Marketing Essentials, Glencoe-McGraw Hill, 2nd ed., p. 301
    
51. 
    http://www.ais.msstate.edu/AEE/Tutorial/3203presselements.html
    
52. 
    The Dream Job: Sports Publicity, Promotion & Marketing, Helitzer, p. 95
    
53. 
    http://www.forbes.com/sites/abinlot/2015/06/30/adidas-and-parley-team-up-for-sneakers-made-from-recycled-ocean-waste/
    
54. 
    http://pr.e-agency.com/pdf/sports_division.pdf
    
55. 
    http://www.greenpacks.org/2013/08/15/brazil-to-introduce-biofuel-buses-for-world-cup-2014
    
56. 
    http://articles.philly.com/2013-04-16/news/38558948_1_don-smolenski-turbines-desean-jackson
    
57. 
    http://www.brandchannel.com/home/post/2010/05/18/Puma-Green-Packaging.aspx
    
58. 
    http://www.ecofriendlymag.com/sustainable-transporation-and-alternative-fuel/nascar-goes-solar-at-pocono/
    
59. 
    http://www.tidesport.org/racial-and-gender-report-cards.html 80)
    

http://nebula.wsimg.com/2b20e1bb7ea3fad9f45263b846342d04?AccessKeyId=DAC3A56D8FB782449D2A&disposition=0&alloworigi n=1

81. 
    http://www.thenation.com/blog/168793/serena-williams-and-getting-emotional-title-ix#
    
82. 
    http://espn.go.com/college-football/story/_/id/7623932/opportunities-black-coaches-rise-college-football
    
83. 
    http://www.tidesport.org/researchcorner.html
    

Unit 12: Careers in Sports & Entertainment

Overview

Unit twelve focuses on the broad range of career opportunities in the sports and entertainment industry. In this section, it is important to distinguish the difference between potential careers in operations and those careers in business. The incredible growth of the sports and entertainment marketing field provides increased opportunities for business careers within the industry.

Objectives

1. 
   Identify the four primary career segments available in the sports industry
   
2. 
   Identify career opportunities specific to entertainment
   
3. 
   Discuss the future of the SEM job market
   
4. 
   Discuss the preparation required for a career in SEM
   
5. 
   Explain why a cover letter and resume are important
   

Lessons

Lesson 12.1 Careers in Sports

Lesson 12.2 Careers in Entertainment

Lesson 12.3 Preparing for Sports and Entertainment Marketing Careers Lesson 12.4 Cover Letters & Resumes

Lesson 12.5 The Job Market

Key Terms

Career Development Cover Letter Resume

Lesson 12.1 Careers in Sports

1. 
   Size and scope
   
   1. 
      The sports industry accounts for over 3 million jobs in the U.S. alone ¹
      
      1. 
         There are 12,660 professional US athletes ¹
         
      2. 
         Florida's golf industry creates nearly 167,000 jobs
         
      3. 
         Under Armour employs over 5,000 people
         
      4. 
         ESPN employs more than 6,500 employees
         
      5. 
         Globally, Nike employs more than 44,000 people
         
   2. 
      The inevitable incorporation of new growth areas such as e-commerce and new technologies points to a broader field with multiple new career opportunities
      
   3. 
      According to Melvin Helitzer’s book, The Dream Job, a new sports publication is launched on nearly a weekly basis
      
2. 
   Sports operations (management) careers
   
   1. 
      Sports operations careers are actively involved with what happens on the court or field and less involved with the business aspect of the field
      
   2. 
      Potential career paths
      
      1. 
         Scouting
         
      2. 
         Coaching
         
      3. 
         Athletic training
         
      4. 
         Video coordinator
         
      5. 
         Equipment manager
         
      6. 
         General manager
         
      7. 
         Player development
         
      8. 
         Operations
         
      9. 
         Strength and conditioning
         
      10. 
          Travel and accommodations management
          
      11. 
          Performance Analytics
          
   3. 
      Sports operations career profile
      
      1. 
         The Video Coordinator for the Portland Trailblazers is responsible for providing video for basketball staff. The basketball staff uses the film to breakdown games and for scouting purposes. This position is extremely important, as video enables a team to gain an inside edge on competitors as they study opponent strategies and player tendencies. The job becomes increasingly demanding during the season, as the team plays many games and he is required to provide video on short notice. ²
         
3. 
   Corporate sports marketing careers
   
   1. 
      Many major corporations like Pepsi, Coca Cola, Visa, American Express, and Federal Express employ individuals to manage their promotional campaigns, domestic and global sponsorship efforts as well as domestic and international sporting events and entertainment
      
   2. 
      Potential positions in corporate sports marketing
      
      1. 
         Sports Media Coordinator
         
      2. 
         Suite Ticket Manager
         
      3. 
         VP of Sports and Entertainment Marketing
         
      4. 
         Director of Event and Sponsorship Marketing
         
      5. 
         Corporate Communications Manager
         
         1. 
            Helps develop the organization’s brand and marketing activities
            
      6. 
         Business Analytics
         
      7. 
         Social Media Manager
         

1. 
   Corporate sports marketing career profile
   
   1. 
      The Sports Partnership Marketing Manager for a Fortune 500 company (Coca-Cola for example) might be responsible for overseeing a $200 million sports and entertainment marketing budget. He or she might be responsible for all media planning and advertising purchasing for the company’s related brands. He or she might also be the company’s representation in sponsorship negotiations and/or supervising any events the company is participating in. ³
      
1. 
   Sports business careers
   
   1. 
      Careers in sports business focus on helping the organization achieve its financial goals in some way, shape or form
      
      1. 
         Major league sports (NBA, MLB, NFL, NHL, PGA, MLS)
         
         1. 
            Tennis, lacrosse, beach volleyball, bowling
            
      2. 
         Collegiate sports
         
      3. 
         Motor sports
         
      4. 
         Action sports
         
      5. 
         Minor league sports
         
      6. 
         Contact sports (Boxing, MMA)
         
      7. 
         Horse racing
         
      8. 
         Rodeo
         
   2. 
      Potential sports business career paths
      
      1. 
         Ticket sales
         
      2. 
         Sponsorship sales
         
      3. 
         Marketing
         
      4. 
         PR & Communications
         
      5. 
         Legal
         
      6. 
         Finance and accounting
         
      7. 
         Information technologies
         
      8. 
         Graphics design
         
      9. 
         Box office
         
      10. 
          Broadcast and journalism
          
      11. 
          Publications
          
      12. 
          Customer service
          
      13. 
          Game operations
          
   3. 
      Sports business career profile
      
      1. 
         The Vice President Public Relations, Madison Square Garden Sports oversees all of MSG Sports business public relations activity relating to the trade, business, consumer media, internal communications and industry relations. The position works closely with all divisions to ensure integrated activities and communication and also works closely with MSG Sports management to create targeted, impactful public relations plans that meet short and long term business objectives, support critical marketing partnerships, and powerfully deliver key messages to target audiences. ⁴
         
2. 
   Recreation and fitness careers
   
   1. 
      Because of the broad range of industry segments covered, recreation and fitness careers offer many different career opportunities
      
   2. 
      Potential careers
      
      1. 
         Athletic Director
         
      2. 
         Parks and Recreation Director/Manager
         
      3. 
         Exercise Physiologist
         
      4. 
         Corporate Fitness Director
         
      5. 
         Fitness Program Coordinator
         
      6. 
         Personal Trainer
         

1. 
   Physical Therapist
   
2. 
   Sports Nutritionist
   
3. 
   Wellness Coordinator
   
4. 
   Recreation Center Director
   
5. 
   Park Planner
   
6. 
   Marketing and Sales Directors
   
7. 
   Finance/Accounting
   
8. 
   Sales Representative
   
1. 
   Recreation and fitness career profile
   
   1. 
      The Group Fitness Director for the Hawthorn Farm Athletic Club in Portland, Oregon is responsible for managing over 90 hours of classes per week ranging from cycling to aquatics and pilates and everything in between. He or she might be an ACE and AFFA certified group fitness instructor with additional certifications in BODYPUMP, BODYCOMBAT and Cycling. ⁵
      
1. 
   Additional sports related career fields
   
   1. 
      Sports agencies and professional services
      
      1. 
         Specialty services
         
         1. 
            Sports law
            
         2. 
            Advertising
            
         3. 
            Accounting
            
         4. 
            Sports medicine
            
         5. 
            Event management and marketing
            
         6. 
            Sponsorship
            
         7. 
            Collegiate multi-media rights management
            
            1. 
               Learfield Sports, ISP Sports, IMG College
               
      2. 
         Sports agents
         
         1. 
            Jerry Maguire movie - “Show me the money”
            
         2. 
            “Super” agents such as David Falk and Drew Rosenhaus
            
         3. 
            Athlete representation agencies such as IMG
            
      3. 
         Celebrity Speakers Bureau
         
   2. 
      Facility management
      
      1. 
         Manage facilities such as stadiums, arenas, golf courses etc.
         
         1. 
            Comcast-Spectacor and Global Spectrum
            
      2. 
         Concessionaires
         
         1. 
            Manage the food and beverage service for stadiums, venues and other sports or entertainment related facilities
            
            1. 
               Aramark, Levy Restaurants, Centerplate, Sportservice
               
   3. 
      Sports associations
      
      1. 
         International Olympic Committee (IOC)
         
      2. 
         United States Golf Association (USGA)
         
      3. 
         United States Youth Soccer Association (USYSA)
         
   4. 
      Sports corporations
      
      1. 
         Colorado Springs Sports Corporation
         
      2. 
         Oregon Sports Authority
         
      3. 
         Florida Sports Foundation
         
      4. 
         St. Louis Sports Commission
         
   5. 
      Sporting goods, footwear and apparel
      
      1. 
         Manufacturers
         
         1. 
            Nike, Adidas, Under Armour, Reebok, Puma
            
         2. 
            Burton, O’Neill
            
         3. 
            Rawlings, Spalding, Wilson
            

2. 
   Wholesalers
   
   1. 
      Distribute to retailers from manufacturers
      
3. 
   Retailers
   
   1. 
      Champs
      
   2. 
      Foot Locker
      
   3. 
      Dick’s Sporting Goods
      

Lesson 12.2

Careers in Entertainment

1. 
   Potential career paths within segments of the entertainment industry
   
   1. 
      Gaming
      
      1. 
         Video games
         
      2. 
         Computer games
         
      3. 
         Board games
         
   2. 
      Music
      
      1. 
         Songwriting
         
      2. 
         Performing
         
   3. 
      Acting
      
      1. 
         Television
         
      2. 
         Film
         
      3. 
         Screenwriting
         
      4. 
         Script writing (television)
         
   4. 
      Comedy
      
      1. 
         Stand up performer
         
      2. 
         Writer
         
   5. 
      Theme Parks
      
      1. 
         Theme park engineer
         
      2. 
         Theme park management; event planner; coordinator
         
   6. 
      Travel
      
      1. 
         Travel director
         
      2. 
         Local, domestic, international tours and cruises
         
   7. 
      Writing
      
      1. 
         Magazines
         
      2. 
         Fiction
         
      3. 
         Non fiction
         
   8. 
      Arts
      
      1. 
         Painting
         
      2. 
         Sculpting
         
      3. 
         Illustration
         
2. 
   Entertainment job functions
   
   1. 
      Specific job functions within the entertainment industry ⁶
      
      1. 
         Sales
         
      2. 
         Marketing
         
      3. 
         Financial management
         
      4. 
         Legal work or consulting
         
      5. 
         Negotiations
         
      6. 
         Personnel management
         
      7. 
         General maintenance
         
      8. 
         Distribution
         
   2. 
      Entertainment business career profile
      
      1. 
         The Senior Vice President of Marketing for Six Flags Amusement Park in St. Louis directs the worldwide strategic marketing initiative for the company. He oversees advertising, public relations, research, sponsorships, promotions and group sales, and works closely with the company’s regional vice presidents of marketing, the corporate vice president of public relations and marketing directors at the parks worldwide. ⁷
         

Lesson 12.3

Preparing for Sports and Entertainment Marketing Careers

1. 
   Although securing a job in the competitive field of sports and entertainment marketing is challenging, young professionals can begin preparing themselves now
   
   1. 
      Personal skills and passion assessment
      
   2. 
      Matching skills with interests
      
   3. 
      Self preparation
      
      1. 
         Researching
         
      2. 
         Learning about the industry
         
      3. 
         Becoming an expert in the field
         
   4. 
      Networking
      
   5. 
      Gaining experience
      
   6. 
      Initiating contact and an aggressive job/internship/volunteer search
      
2. 
   Employment tools
   
   1. 
      Cover letters
      
   2. 
      The resume provides background information about a prospective employee
      
   3. 
      Quality professional and personal references
      
   4. 
      Online profile(s) – LinkedIn, Facebook
      
   5. 
      Employers often request documentation to be submitted electronically via email or via an online website
      
   6. 
      Cover letters, job interviews and resumes are all valuable employment tools for both the employer and prospective employee
      
3. 
   Career development
   
   1. 
      Career development refers to the process of gaining the skills and knowledge necessary for, in the short term, beginning a career in a desired field and, in the long term, creating opportunities for career advancement
      
   2. 
      Athletes and celebrities aren’t the only ones who should be developing a personal brand
      
      1. 
         From the Montreal Gazette: “Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You. You're every bit as much a brand as Nike, Coke, Pepsi, or the Body Shop.”
         
      2. 
         The career development process includes building your personal brand in an effort to become more marketable to prospective employers
         
   3. 
      In addition to creating an effective cover letter and resume, there are a number of ways to build your personal brand
      
      1. 
         Reading as much about the industry as you can
         
      2. 
         Talking with industry professionals to learn more about the business
         
      3. 
         Networking
         
      4. 
         Volunteering, participating in an internship opportunity
         
      5. 
         Online presence: LinkedIn, Facebook, etc
         
4. 
   Interview process
   
   1. 
      Careful preparation for the interview is essential
      
      1. 
         Learn as much as possible about the company and the products and/or services they provide prior to the interview
         
      2. 
         The individual should bring a copy of the resume and references for interviewer
         
      3. 
         The interviewee must understand what the employer is looking for in prospective employees and tailor their skill sets, cover letter and resume to fit those needs
         
      4. 
         Interviewee should dress appropriately
         

1. 
   Interviewee must offer a firm handshake during the introduction and look the interviewer in the eyes
   
1. 
   After the interview
   
   1. 
      The interviewee should send the interviewer a note thanking them for the opportunity and for their time as quickly as possible
      
   2. 
      The prospective employee should place a follow up call to employer within one week following the interview
      

Lesson 12.4

Cover Letters & Resumes

1. 
   The cover letter (also known as a letter of introduction or letter of application) tells the employer the type of position the individual is seeking and specifically how the applicant is qualified to fill the job opening
   
   1. 
      An effective cover letter will:
      
      1. 
         Draw the attention of the reader
         
      2. 
         Encourage careful review of the resume
         
      3. 
         Successfully highlight key personal achievements
         
      4. 
         Explain why the candidate’s skill set is an effective match for the position
         
   2. 
      Cover letters should:
      
      1. 
         Be addressed to prospective employer
         
      2. 
         Specifically identify the position being offered
         
      3. 
         Include a description of skill matches (qualifications)
         
      4. 
         Highlight specific, applicable achievements
         
      5. 
         Reaffirm interest in position
         
      6. 
         State willingness and desire to meet face to face (interview)
         
2. 
   A quality resume will help the individual reach the interview process, resumes that are not well prepared will likely be discarded
   
   1. 
      An effective resume will include:
      
      1. 
         Contact information
         
         1. 
            Name
            
         2. 
            Address
            
         3. 
            Telephone number
            
         4. 
            E-mail address
            
      2. 
         Experience and employment history
         
         1. 
            Description of duties and responsibilities
            
         2. 
            Traditionally listed in reverse chronological order
            
      3. 
         Education
         
         1. 
            List of schools attended and degrees earned
            
         2. 
            Should include dates attended and related coursework
            
         3. 
            Include list of certificates, training, and/or licenses obtained
            
      4. 
         Personal achievements
         
         1. 
            List of affiliations with personal or professional organizations including volunteer or charitable organizations
            
         2. 
            Include personal and professional awards or recognition
            
      5. 
         Reference list
         
         1. 
            List of people prospective employers may contact for more information regarding an applicant
            
         2. 
            Include the name, title, name and location of business, telephone and fax number, and e-mail address
            
         3. 
            Avoid using family members as references
            
         4. 
            Portfolio (collection of relevant work) might be requested by some employers
            

Lesson 12.5 The Job Market

1. 
   Forecast
   
   1. 
      Although the competition for careers in sports and entertainment business is fierce, the field has experienced and will continue to experience rapid growth
      
      1. 
         The expansion of major league sports, growth of minor league sports and rapid expansion of sports related ventures by corporate giants like Disney, Warner and Fox indicate continued growth in job opportunities
         
      2. 
         Introduction of new entertainment and the rise in popularity of existing entertainment opportunities (action sports, rodeos, fishing)
         
   2. 
      Making oneself more marketable as an individual becomes increasingly important
      
      1. 
         Gain experience
         
      2. 
         Become knowledgeable
         
      3. 
         Have a desire to learn (anyone is willing to learn, not everyone truly wants to learn)
         
      4. 
         Strong references
         
         1. 
            Job seekers in sports and entertainment must perform well when given the opportunity to gain the confidence of employers
            
            1. 
               Strong performance will result in positive recommendations for future positions, either within the existing organization or with another company
               
   3. 
      Importance of networking
      
      1. 
         It is often said that “it isn’t what you know but rather who you know.” That couldn’t be more accurate when it comes to the business of sports and entertainment and the employment process.
         
      2. 
         The development of a strong network and ability to impress employers with hard work, dedication and effective job performance are paramount in building a career in the sports and entertainment industry
         
      3. 
         Use of social media such as LinkedIn and Facebook can influence the employment process, both positively and negatively. While enabling people to connect with potential employers, it has also led to applicants being “shut off” because of “inappropriate” messages or pictures posted to social media accounts. Employers do check these sites!
         
   4. 
      Expectations
      
      1. 
         Careers in the sports and entertainment industry are in extremely high demand. Because of that demand, employers are in a position to offer lower salaries than similar positions in other industries.
         
         1. 
            According to sportscareers.com, there is an overabundance of people seeking work in sports and willing to work for less money
            
      2. 
         Job seekers must recognize the level of commitment required by professionals in the sports and entertainment industry. Most jobs require long hours on a pretty consistent basis.
         
      3. 
         A willingness to make sacrifices is paramount
         
         1. 
            According to sportscareers.com, the average sports worker will change jobs 8 times, and make 3 career changes, contributing to an annual industry turnover rate nearing 65% ⁸
            
         2. 
            Job seekers should be willing to move because there are only a limited number of potential positions in each respective market
            
      4. 
         Competition for jobs in sports and entertainment is very high. As such, a positive attitude, strong work ethic and track record of success on-the-job are all essential characteristics for distinguishing candidates from one another
         

1. 
   In 2017, the general manager of the Atlanta Braves, John Coppolella, gave the following sports industry career advice to young fans: "Look for internships. Don't worry about the money. Work hard & don't have expectations beyond being part of a team. Assume nothing."
   
   1. 
      Click here for more career advice from Mr. Coppolella at cnbc.com.
      
2. 
   Although sports and entertainment professionals often make less money and work longer hours than a similar position outside of the industry, one thing remains constant: most sports and entertainment industry professionals enjoy going to work every day.
   
1. 
   Realistic expectations of a sports or entertainment career
   
   1. 
      Just because someone works for the Dallas Cowboys does not necessarily mean they will be watching games every Sunday from a luxury suite. Working for Warner Brothers Studios does not mean an employee will be hanging out with Cameron Diaz or George Clooney on weekends.
      
   2. 
      Many times, regardless of degree, job seekers must start with entry level positions just to get a foot in the door
      
1. 
   Resources
   
   1. 
      Industry books, magazines, periodicals and trade journals
      
   2. 
      Newspapers
      
   3. 
      Guidance counselor
      
   4. 
      School career centers
      
   5. 
      Online resources
      
      1. 
         Monster.com
         
      2. 
         http://www.nikebiz.com
         
      3. 
         http://www.corporate.disney.go.com/careers
         
      4. 
         http://www.teamworkonline.com
         
      5. 
         http://www2.ncaa.org/portal/employment
         
      6. 
         http://www.warnerbroscareers.com
         
      7. 
         https://www.linkedin.com/
         
   6. 
      Additional sources for job leads ⁹
      
      1. 
         Company personnel offices
         
      2. 
         Cooperative education experiences
         
      3. 
         Employment agencies
         
      4. 
         Family and friends
         
      5. 
         Former employers
         
      6. 
         Internships
         
      7. 
         Job fairs
         
      8. 
         Newspaper ads
         
      9. 
         Placement agencies
         
      10. 
          School personnel, such as career development coordinators, counselors and teachers
          
2. 
   Forecast
   
   1. 
      Although the competition for careers in sports and entertainment business is fierce, the field has experienced and will continue to experience rapid growth
      
   2. 
      Click here for advice from over 25 industry professionals on working on social media and sports from industry expert Jessica Smith