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Sports marketing ethical issues
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Due to the nature and complexity of contracts, agents are expected to have a background in contract law and be knowledgeable in finance, business management, financial and risk analysis, and of course, sports. In order to be a successful sports agent one must not only be a great negotiator, but also be highly motivated, have exceptional communication skills, be prepared to work long hours and handle multiple tasks at the same time. An agent must be able to apply effective marketing principles. The “Four P’s” of marketing are: 1. Product (or Service) - What does the athlete want from the agent? What needs does the agent satisfy? 2. Promotion- How is the agent successfully promoting the athlete? 3. Price- What value does the athlete give the team? What are other players of the same caliber being paid? 4. Place- Where do fans look for the athlete? What are fan’s perceptions of the athlete? What are competitors doing? The service that the athlete requires of the agent is that the agent be loyal, trustworthy, and always looking out for the best interests of the athlete. Agents that can effectively communicate the athlete’s worth and successfully negotiate the best possible deal for the athlete, whether it is an employment or endorsement contract are ideal for an athlete. Successful promotion of the athlete’s career, assets both physical and intangible, and other opportunities the athlete can bring to the team/product is an essential part of whether an agent is successful or not. The price is the price negotiated in the contract. An athlete is looking for the best deal possible in order to provide for himself and his family. In order to retain clients an agent must always be able to get his client the best deal possible and create ot... ... middle of paper ... ... allow athletes to get loans from agents makes sense. (2012, March 20). Josh Luchs' proposal to regulate agent loans good for college sports. Retrieved April 7, 2014, from 13. Roberts, D., & Torre, P. (2012, April 16). Jerry Maguire Aspires to be you. Sports Illustrated, Vol. 116 Issue 16, p 50. 14. Shank, M. D. (2009). Sports marketing: a strategic perspective (4th Ed.). Upper Saddle River, N.J.: Pearson Prentice Hall. 15. Shropshire, K. L., & Davis, T. (2008). The Business of Sports Agents (2nd Ed.). Philadelphia: University of Pennsylvania Press. 16. Upton, S., & Sports, E. (2013, July 1). Most NCAA Division I athletic departments take subsidies. USA Today. Retrieved March 10, 2014, from
In sports it has been assumed that the original form of game is attractive and thus satisfies consumer needs. Sports is the exception. Because it is live, and because there is so much free publicity around major events—everything from water-cooler gossip to blogs to newspapers—sports breaks through the static. It is one of the few areas (music and fashion are others), where people are admittedly passionate. And the above mentioned attributes of sports make it a perfect marketing tool. Sports marketing is unique because marketer cannot control the core product. The output of the sport is never the selling point for any marketer and thus it is always an intangible product. No sport is marketed on the winning or losing as that
Casment, William and Jay Haug. "PRO & CON; College Athletes Should Division 1 Athletes Be Paid?" The Florida Times Union 2 July 2013. Questia School. Web. 3 Dec. 2013.
Student athletes should not be paid more than any other student at State University, because it implies that the focus of this university is that an extracurricular activity as a means of profit. Intercollegiate athletics is becoming the central focus of colleges and universities, the strife and the substantial sum of money are the most important factors of most university administration’s interest. Student athletes should be just as their title states, students. The normal college student is struggling to make ends meet just for attending college, so why should student athletes be exempt from that? College athletes should indeed have their scholarships cover what their talents not only athletically but also academically depict. Unfortunately, the disapproval resides when students who are making leaps academically are not being offered monetary congratulations in comparison to student athletes. If the hefty amount of revenue that colleges as a conglomerate are making is the main argument for why athletes should be paid, then what is to stop the National Clearinghouse from devising unjust standards? Eventually if these payments are to continue, coaches, organizations, and the NCAA Clearinghouse will begin to feel that “c...
The role of the sports agent is said to have emerged almost a century ago in the mid 1920s when football player Red Grange hired a “personal representative” to negotiate a contract based upon performance. Grange was the first professional athlete whose contract was based upon his performance along with the fans that his celebrity attracted to the games he played in. Since then most professional athletes hire personal representatives known now as sports agents to work out the details of their playing contracts along with securing other forms of income with the agreement that the sports agent will be paid a percentage of the contract that is completed. Though a sports agents primary role is to maximize the value of what
The role of the sports agent is said to have emerged almost a century ago in the mid 1920s when football player Red Grange hired a “personal representative” to negotiate a contract based upon performance. Grange was the first professional athlete whose contract was based upon his performance along with the fans that his celebrity attracted to the games he played in. Since then most professional athletes hire personal representatives known now as sports agents to work out the details of their playing contracts along with securing other forms of income with the agreement that the sports agent will be paid a percentage of the contract that is completed. Though a sports agents primary role is to maximize the value of what
Block, Molly. "College athletes should not receive payment for playing." The University Star: n. pag. Print.
Intercollegiate athletics has evolved overtime, there has been tremendous change in college athletics and so has the organization—National Collegiate Athletic Association (NCAA), that was established to protect football players from the flying edge formation (Johnson, 2003). One of such change that has taken place is the commercialization of college sport. Intercollegiate athletics has been commercialized in a variety of ways including sponsorships, donations and endowments, to mention a few. About sixty to eighty percent of generated revenue in big-time college sport programs comes from commercial sources (Wolverton, 2009). Very recently, the University of California—Berkeley and apparel clothing manufacturers Under Armour signed
College athletes do a lot for their universities, but they do not seem to get much in return. They make millions for the NCAA and the university itself, but they do not get to keep any of the money they make. The best thing a student athlete can get is a full scholarship, which is great, but might not be enough. For many athletes, the ideal situation is to make it big and go professional after college, but that does not happen very often. Even the lucky few who make it, may end up getting screwed since they go from having no money to being rich. That sounds great, but how likely is it that they know how to manage their money so they can stay wealthy? Having an agent or financial advisor in their college days could help, but the NCAA forbids it. The NCAA is a growing program but is has to make some changes if it wants to be fair to the student athletes associated with them. These changes should include granting student athletes stipends, better rules for agents, and clearer scholarships.
Some universities actually profit off of their sports teams (i.e. Ohio State football, Kentucky basketball), meaning that the athletes of these teams are indirectly providing means of revenue to their schools. Some believe that the least the schools can do in return for the athlete’s hard work is to provided them with a monthly stipend with a set amount of money—especially when the athletes are allowing a flow of profit to come into the
Most schools deem it acceptable for student-athletes to miss class for nationally-televised games. Some people say that athletes get “full” scholarships that cover their education but those same "full" scholarships do not always entirely cover tuition and cost of living. Student-athletes are still expected to be upstanding in school, despite their overloaded extracurricular schedule. Paying college athletes could also solve a significant problem of athletes quitting schools and colleges. Some student athletes drop out because even though they get money from the school for books, they still need money to for food and other stuff. Most of them can't get a job because they busy with school and practice or games for the sports that they play. Most student athletes choose the school they go to because the school offers them a full scholarship which some of them think that the scholarship pays for more than just their
... sport, but is generally under five years. Therefore, it is the agent’s job to maximize earning potential during and after the athlete’s playing career. At the same time it is the agents job to protect the athlete from overexposure. “The agent must balance the need to maximize exposure with doing what is best personally and professionally for the athlete” (Masteralexis, 1998). This function also includes the agent investing time, energy, and money into the athlete’s career before the player has made it big. If the athlete’s career doesn’t take off, this results in the agent losing money.
“Labour Markets in Professional Sports” was written by Sherwin Rosen and Allen Sanderson from The Economic Journal, Vol. 111. No. 469 (Feb., 2001), pp. F47-F68. Sherwin Rosen (September 29, 1938 – March 17, 2001) was an American labor economist. He had ties with many American universities and academic institutions including the University of Chicago, the University of Rochester, Stanford University and its Hoover Institute. Rosen was chair of the Economics department at the University of Chicago. Rosen was a pioneer in the study of wages and why they vary. Allen Sanderson is a Senior Lecturer in the Department of Economics at the University of Chicago. A graduate of Brigham Young University and the University
According to NCAA rules, “You are not eligible for participation in a sport if you have ever: Taken pay, or the promise of pay, for competing in that sport” (NCAA Regulations 1). The NCAA’s argument is that these rules are necessary to promote competitive balance. These rules also indicate that they have resulted in the economic exploitation of many college athletes. Still, universities refuse to share the bulk of the revenue sports generate with the athletes who make it possible (Marquette Sports Law Review 26.2). Due to these rules and regulations, many low-income student athletes struggle with the everyday life of college. One could argue the fact that many student-athletes are on scholarship, leading to a minimal cost out-of-pocket. The fact of the matter is that there are many other costs, other than tuition, when it comes to a college career. The inability to pay for certain aspects of college, I believe, add the violations that occur when a student-athlete accepts forms of payment. Many payments that are made are given to the athletes by school boosters, whom have large sums of money and can provide a variety of goods and services for
Recruitment can be the biggest day of any high school athlete’s career is the day they’ve been working so hard for which is the day that they sign with the college team that can possibly take them all the way to the professional league. This day is also something that parents wait for because of the hard work and time they’ve invested to make sure that their child becomes one of the best athletes to ever play professionally. There are many hours and money spent to make sure that their athletic star is set up the way they need to be in order to be scouted by the top Ivy League school or even a professional team such as the NBA/WNBA, NFL or
family. In the sports industry, your whole life has to be dedicated to the game and keeping the