Английский язык для профиля «Менеджмент в спорте». Учебное пособие для студентов 1 курса факультета Международного туризма, спорта и гостиничного бизн

Unit 8

Promoting and advertising in the sport industry

Lead-in

1.What are the best ways of promoting and advertising of sports events?

2.What do they depend on?

3.What effect does good advertising produce?

4. How does bad advertising influence the company?

5.Can you think of examples of good/bad promoting?

Vocabulary

1)to attain (v.) — добиваться, получать syn. to accomplish, to reach attainable (adj.) — достижимый attainability (n.) — достижимость

to attain revenue — добиваться определенного дохода to attain results — достигать результатов

2)revenue (n.) — доход, выручка syn. proceeds, earnings

the revenue (n.) — (Br.E) налоговая revenues (n.) — выручка от реализации to increase revenue — увеличить выручку annual revenue — ежегодная выручка

3)to announce (v.) — огласить, заявить syn. to report, to state

announcement (n.) — объявление, доклад announced (adj.) — объявленный, заявленный to announce changes — заявить об изменениях

4)to conduct (v.) — проводить, вести syn. to lead, to organize conducting (adj.) — проводящий

to conduct policy — проводить политику

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5)awareness (n.) — информированность, ознакомленность syn. knowledge, perception

to be (un)aware of — (не) осознавать, (не) понимать

agrowingpoliticalawareness—растущееполитическое сознание

6)to facilitate (v.) — содействовать, способствовать, облегчить

syn. to smooth, to ease facilitation (n.) — содействие

to facilitate a process — облегчить процесс to impede –препятствовать

7)cost (n.) — стоимость, расходы syn. fare, charge

to cost (v.) — стоить costly (adv.) — дорого costs (n.) — расходы

at no cost — бесплатно, безвозмездно to cover the cost — покрыть расходы

8)to decrease (v.) — уменьшать, уменьшаться syn. to reduce, to fall

decrease (n.) — уменьшение, понижение

to decrease significantly — уменьшиться значительно to decrease by 25 % — уменьшиться на 25 %

9)to target (v.) — намечать, планировать syn. to aim at, to focus on

to target a point — ставить целью

to target the youth — быть нацеленным на молодых людей

10)overwhelming (adj.) — подавляющий, решающий syn. huge, uncontrollable

to overwhelm — преодолеть, поглотить overwhelmingness — подавление

an overwhelming majority — подавляющее большинство

11)to maintain (v.) — поддерживать, сохранять syn. to keep, to support

maintenance (n.) — сохранение работоспособности, поддержка

to maintain stability — поддерживать стабильность

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Unit 8. Promoting and advertising in the sport industry

1.Fill in the gaps with the right form of the words given in brackets.

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Unit 8. Promoting and advertising in the sport industry

3) The groups, however, are important for _______

of global issues affecting treatment.

4)These activities can _______ in markets where the risks are high.

5)A better way to make money may be to_______ at those users.

4.Read Text A and mark the statements as T/F/NM.

TEXT A

The advertisement strategy in Olympics significantly differs from other events. In Olympic Games there are limited ways of attaining revenues from advertisement — either athletic endorsement in Olympics, or purchasing broadcasting rights and in such a way promotion the TV Company, or sponsorship. Thus, in Olympics, there are no merely advertisers, there are sponsors. Sponsorship involves not only financial support of the revenue, but providing products and services, technologies, expertise and personnel to help in the organization of the Games. The Olympic Games provide incomparable returns for the sponsors. They benefit from the marketing platform based on the ideals and values and increased opportunities from the company’s showcasing, sales, community outreach programs and internal rewards.

“Without the support of the business community, without its technology, expertise, people, services, products, telecommunications, its financing — the Olympic Games could not and cannot happen. Without this support, the athletes cannot compete and achieve their very best in the world’s best sporting event.”, stated Dr Jacques Rogge, the President of International Olympic Committee.

Promotion of Sportsmen

In summer 2001, the Olympic Committee of the United States announced a new promotional campaign aimed at developing interrelation of the United States Olympic Team and public. This was to be attained with three commercials picturing in humorous way three sportsmen trying to get into the Olympic Team. Each commercial ended with a slogan “The U.S. Olympic team. They’re not just out there every four years, they’re out there every day”. Chairman of NBC Sports and Olympics Dick

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Unit 8. Promoting and advertising in the sport industry

Ebersol said that his company conducts the policy of raising awareness of the U.S. Olympic team with the aim of making athletes more familiar to viewers, particularly the young ones for them to follow the sportsmen of the team throughout Olympics.

Athletic Endorsement in Olympics

During the Olympic Games, virtually all the athletes carry a huge number of advertisements on their clothes. Numerous outfit companies such as Nike, Adidas or Oakley provide sportsmen with new equipment and clothes designed to facilitate movement and improve performance and at the same time advertise their new products to millions of viewers. Athletes can have various kinds of deals, while some are paid for appearance in a definite outfit, others just get them at no cost. Generally, skis, snowboards, skates and other equipment needed for Olympic games is considerably expensive, and the only opportunity for many athletes is to get sponsored by a sports-outfit company to cover the cost of their equipment. The companies greatly benefit from such deals since by this way their equipment is advertised by the world’s most famous sportsmen. Often the companies modify the models of their outfit used by sportsmen to decrease their price and adapt them to the condition of consumers.

Olympic Licensing and Merchandise

Olympic licensing programs are targeted to market officially licensed products and merchandise from the Organizing Committee, National Committees and IOC. Olympic souvenirs and other merchandise bring a huge amount of money to the organizers. Consumers at the venue of the Games are certain to purchase some little things which would remind them of Olympics, such as official golden or silver coins of Olympic Games, wallets with Olympic symbols and a number of other souvenirs with Olympic logos.

Thus, today Olympics have become a mixture of ancient ideals of sportive perfection and today’s reality associated first of all with commerce. Marketing and advertising are essential things in the organization of the Games since they are targeted to cover great expenses of such global event. Though, despite overwhelming dominance of commercial element, the Games still try to preserve the level and ideals of the Ancient Greece.

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Unit 8. Promoting and advertising in the sport industry

Thus, there are strict tools aimed at maintaining the purity of the competition and the athletes who win the games become people of national pride.

(http://thesportjournal.org/article/marketing-and-pro- motion-of-the-olympic-games/)

Statements

1)The Olympic Games have different sources of funding.

2)The return from the Olympic Games covers more than a third of sponsor’s investments.

3)The advertisers are usually able to provide with enough products and services themselves.

4)The promotional campaign was aimed at inspiring the young to do the sport.

5)It is not necessary that sportsmen pay for the clothes and equipment, in some companies they may get it for free.

6)Companies usually produce the same clothes for sportsmen and for sale.

7)Gold and silver coins differ in sizes.

8)Organizers of the Olympics try to mix traditional and modern features in the event.

5.Find a word in the text that matches each definition below. The words appear in order.

1)Support or agreement

2)A profit from an investment

3)The way in which each of two or more things is connected to the other or others

4)Make something easy or easier

5)Cost for something

6.FindinthetexttheRussianequivalentsofthefollowing:

1)attain revenues

2)purchase broadcasting rights

3)provide incomparable returns

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Unit 8. Promoting and advertising in the sport industry

4)internal rewards

5)compete and achieve one’s best

6)at no cost

7)considerably expensive

8)be targeted to

7.Find phrases in the text and provide their English equivalents

1)воспользоваться, извлечь выгоду

2)без поддержки бизнес-сообщества

3)объявить о новой рекламной кампании

4)проводить политику

5)повышение осведомленности

6)покрытие расходов

7)незаменимые вещи

8)сохранить идеалы

9)национальная гордость

10)подавляющее большинство

8.Fill in the gaps with the words given below.

advancements, facilities, developed, increase, noticed, informing, transmission

Methods of signal _____1of radio, television or Internet, have greatly _____2 by the advancements in transmission technologies, including Satellites, microwave or fiber optic technology. Therefore it should be _____3 that developments in communication technologies, both complimentary and peripheral to the Internet _____4, reorient the mode of _____5 the audience of the Olympic Games and exposing the main events. This is mainly based not only on huge _____6 in the number of media tools and _____7, but the capability and quality of new technologies.

9. Read Text B and fill in the gaps with the correct prepositions.

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TEXT B

From the perspective of mass-media, the Olympics become undoubtedly a testing field for the new technologies. As the essential part of the Olympic ideal of the universalism, the International Olympic Committee tries to make every possible effort _____1 ensure everyone around the globe the access to Olympic information irrespective of location. Although the goal started as idealistic, today the infrastructure and technological developments are able to achieve this task. The information age offers the developments in the communication technologies which reorients the mode the consumers experience the Olympics _____2 a broad range of traditional, developing and yet untested mass-media. This _____3 particular concerns the vast potential of the Internet. Though, in Olympics, this medium is has somewhat limited action range due _____4 the actions of the IOC Press Commission and Radio and Television Commission as a reply to request of other forms of media rights holders. Technologies available _____5 use in the Internet, such as streaming video footage of Olympics on the web, were prohibited. Thus, the limits were placed on the possibility of reorientation of media usage for watching the Games. As _____6 the finding out about the Games, internet, as an assessable and far-reaching information tool has large potential for reorientation of the media forms for the informative exposure of the Games.

Historically, radio was the second media or one supplement to television in exposure of the Games. Recent developments in the availability of mobile connection and satellite communication channels have afforded radio networks with relevant infrastructure to provide improved live coverage of the Games.

Of course, the main coverage media of the Olympics is television. Television broadcasting rights traditionally constitute 50% of the Olympic marketing revenue. The estimated number of Olympics viewers is 3.7 billion people in 220 countries and territories (Information from International Olympic Committee Official website). Thus, television is the engine that has pushed the growth of the entire Olympic movement. Over the past two decades, increases in the broadcast revenues have provided the Games with unusually large financial base. Though, this revenue is drawn for the broadcasting rights solely, not on the

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money derived from the viewers. Olympic committee adheres

_____7 the principles of free TV coverage and declines offers for broadcast on a pay-per-view platform since such practice contradicts the Olympic Broadcast Policy, targeted _____8 making the Games viewed by as much number of people as possible. The fundamental Olympic principle, set forth in the Olympic Charter, provides the maximum presentation of the event by broadcasters all around the globe _____9 everybody having access to the television. Therefore, broadcasting rights are sold only to those companies, who guarantee the broadcasting of the Games on their territory free _____10 charge.

10.Write a summary of Text B.

11.Comment upon the statements:

1)“Advertising brings in customers, but word-of-mouth brings in the best customers.” Jonah Berger, author, marketing professor.

2)“Social media is about sociology and psychology more than technology.” Brian Solis, blogger, author, keynote speaker.

3)“Don’t build links. Build relationships.” Rand Fishkin, founder of Moz.

4)“We need to stop interrupting what people are interested in and be what people are interested in.” David Beebe, branded content producer.

5)“If your content isn’t driving conversation, you’re doing it wrong.” Dan Roth, LinkedIn’s executive editor.

12.Complete the text “Nightrider Liverpool” with the words in the box.

starting raise perks receive fundraising stops host

Cycle Nightrider Liverpool and _____1 money to help our local MLJ continue caring for people with terminal cancer and other illness. While Liverpool sleeps, be one of the 1,500 cyclists will be taking on the 100 km or 50 km circular routes which include Albert Docks, Echo Arena, Penny Lane and a _____2 of other city landmarks. After _____ 3 and finishing at the beauti-

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ful Liverpool Waterfront, you and your fellow riders will _____

4 full support throughout the night with regular break _____5, and a well-earned breakfast and medal once you reach the finish line.

The _____6 include training plan, advice and tips to get you ready for the big night, also regular eNewsletters with

_____7 ideas, support and ways to help you smash your target.

13.Read two extracts from the article «Powerful Sports Marketing Promotions That Are Better Than Google» and discuss the following questions:

1)Why do companies choose influential people to promote their product?

2)What influence do the given celebrities have on the popularity of the production and why?

3)How do companies choose the people to present their production?

4)What are the benefits for the endorsers?

1)Matt Frazier, the “No Meat Athlete” who fuels his marathons with a plant-based diet, would like to educate the public about the decisions that go into a typical shopping trip for a plant-based athlete.

“I get so many questions from people about different ingredients and how I manage to eat this way on a budget and with a family, so I think there’d be interest in a walk-through where I would explain, for example, how to choose which organic produce to buy and what I’m looking for when I look at a nutrition label.”

Impact: Certainly organic food producers can benefit from an influential athlete with a healthy diet that others follow. Integrating your healthy product into Frazier’s stream is a great way to drive awareness and leads.

2)Former Ironman competitor and current fitness author and blogger Mark Sisson would like to see healthy lifestyles embraced by businesses around the world.

“I’d like to see a large corporation take on a 21 day Primal Health Challenge in which employees track their development by uploading progress photos and videos to Instagram. A so-

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