Английский язык. Менеджмент и маркетинг в спортивной индустрии. Учебное пособие по английскому языку

conduct – проводить, руководить; ведение, поведение encourage – поддерживать, поощрять, стимулировать retailer – розничный торговец, торговая фирма accompany – сопровождать

essential – необходимый, неотъемлемый, важный trace – находить, фиксировать; след, отпечаток hub – центр

purse – деньги

tournament – турнир, соревнование

issue – выпуск, результат; выпускать, издавать prevalent – общепринятый, распространенный

antecedent – предшественник; предшествующий; прошлое prosper – процветать, преуспевать

apparent – очевидный, явный intricacy - сложность, путаница

peculiar - своеобразный, особенный, необычный

II. Прочитайте и запомните новые словосочетания и их перевод. meet objectives – отвечать (соответствовать) целям, задачам

facility designer – проектировщик здания (сооружения) consumer entertainment – развлечение потребителей customer participation – участие потребителей (клиентов) thoroughbred horse races – скачки чистокровных лошадей bare-knuckle boxing – бокс без перчаток

rock climbing – скалолазание conduct the business – вести бизнес

hands-on experience – практический опыт noble patron – благородный покровитель

III. Прочитайте следующие слова и переведите их без словаря.

Pragmatic, promoter, designer, community, fitness, marketing, type, focus, concentrate, period, part, club, league, sponsor, segment, illustrate, creative, unique, train, formal.

IV. Прочитайте следующие словосочетания и переведите их без словаря.

Community programs, sporting goods manufacturer, principle elements, fitness industry, club organizational structure, sport management structure, global media, train sport managers.

V. Найдите в левой колонке английские эквиваленты русских словосочетаний.

VI. Замените выделенные слова синонимами, данными ниже.

1.The Jockey Club became a national centre for the sports.

2.Sports management includes community programs to support participation in sports.

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3.Sports management is a social process within a sports business.

4.Each sports organization needs highly qualified specialists to run sports events.

5.Contemporary sports competitions differ from the previous ones.

6.It is obvious that running a general business and running a sports organization are different. Enterprise, hub, encourage, antecedent, apparent, conduct.

VII. Прочитайте предложения и переведите их на русский язык.

1.Sports management covers two primary areas of sports industry – spectator sports and fitness industry.

2.In 1814, the Pugilist Society was formed by a group of gentlemen to regulate bare-knuckle boxing and guarantee purses.

3.The growing popularity of newer sports and the increasing power of global media are encouraging the evolution of new management structures.

VIII. Переведите предложения на английский язык.

1.Основные элементы спортивного менеджмента – планирование, организация, маркетинг и оценка.

2.Правительственные организации, производители и продавцы спортивных товаров, спортивные менеджеры и агенты способствуют проведению спортивных соревнований.

3.Пионером спортивного менеджмента является “Жокей Клуб”, основанный в 1788 году в Ньюмаркете.

V. Изучите раздел грамматики Prepositions of Time and Place (Position and Direction)

VI. Вставьте предлоги времени in, at, on, где необходимо

______midnight

______a week

______1896

______my day off

______next week

______October

______arrival

______5 p.m.

______the evening

______last morning

VII. Вставьте предлоги места и направления in, on, within, to participate…competition

focus…spectator sports

run business…sports industry

concentrate…customer participation…sports activities arise…a sports organization

contribute…good health train…a swimming-pool rely…great support

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VIII. Переведите словосочетания на английский язык, используя предлоги in, on, at, to, где необходимо.

Принимать участие в турнире; через полчаса; ответить на вопрос;

впрошлом; вступить в клуб; осенью; помогать в планировании; сосредотачиваться на подготовке персонала; вчера утром;

вполдень; на Пасху; тренироваться в спортзале; слушать спортивные новости; относиться к спортивному менеджменту.

IX. Вставьте предлоги, обозначающие родительный, дательный и творительные падежи (of, to, by, with).

1.Control…performance is an essential element…management.

2.The Jockey Club was founded…a group…noble patrons.

3.In golf a small hard ball is stuck…a long stick or club.

4.His business relates…sporting goods manufacturing.

5.The growing popularity…newer sports led…changes in managerial structure.

X. Переведите предложения на английский язык, обращая внимание на употребление предлогов.

1.Наша компания производит товары, относящиеся к спорту.

2.Выбор правильной стратегии очень важен для любой организации.

3.Европейская Ассоциация Спортивного Менеджмента – одна из самых влиятельных организаций в спортивной индустрии.

4.Кем был основан “Жокей Клуб”?

5.В бейсболе игрок ударяет по мячу битой.

6.Новый игрок присоединится к команде через 10 минут.

7.Главная цель всех структур спортивного менеджмента – удовлетворить потребности спортсменов, зрителей и спонсоров.

8.Какие компании являются лидерами в сфере спортивного менеджмента?

XI Почитайте текст и озаглавьте его абзацы

MANAGEMENT OF SPORTS ORGANIZATION

Sports management is a goal-oriented social process within a sports enterprise using pragmatic self-determined goals. They involve the selection of appropriate strategies and provisions for directing the work of a sports organization, and the control of performance in an effort to meet its objectives. Sports management is primarily concerned with managing organizations that conduct sporting competitions, major events, and community programs encouraging participation and involvement in sport. It also relates to the management of organizations supporting sports competitions such as government agencies, sporting goods manufacturers and retailers, sports promoters, facility designers, player managers and agents. Management within a sports organization involves such principle elements as planning, organizing, marketing and evaluating. They provide activities, products or services related to sports and fitness. This type of management covers two primary areas of sports industry. The first direction is the spectator sports focusing on consumer entertainment. The second one, fitness industry, concentrates on customer participation in sports activities.

Sports management has existed for quite a long period of time and always accompanied sports as its essential part. Naturally, it had various forms and differed from the notion of sports management as it is defined nowadays. Even ancient Greeks practiced such an activity and probably they may be called one of the founders of sports management. The roots of the management system in sports can be traced to around 1750, when a group of noble patrons in Newmarket founded the Jockey Club. It organized, sponsored and promoted local thoroughbred horse races. Its effective organization and management made it a national hub for the sport. The Jockey Club management and organizational structures were adopted by cricket, boxing and other

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sports. The Marylebone Cricket Club revised the rules of cricket in1788 and became the international governing club for the entire sport. In 1814, the Pugilist Society was formed by a group of gentlemen to regulate bare-knuckle boxing and guarantee purses. Even such sports associations as football (soccer) and rugby, which were organized much later, adopted the club organizational structure.

Sports management structures that developed over the past 150 or so years organized sporting events in different ways to meet the particular needs of participants, spectators, and sponsors at particular points in history. The club structure, the league structure, and the tournament structure each arose in response to changes in broad social structures and addressed specific issues within a segment of the sport industry. The evolution of each of these three management structures illustrates that managers need to be creative in the ways they manage sports.

Nowadays clubs, leagues, and tournaments are three of the more prevalent structures used to manage and organize sports. Management systems, including amateur bodies or professional organizations employ some variation of these structures to produce sporting events. But contemporary sports management is far more complex than its historical antecedents. Furthermore, the growing popularity of newer sports such as mountain biking, snowboarding, and rock climbing and the increasing power of global media are encouraging the evolution of new management structures. Sport management professional organizations exist in many countries. The most powerful organizations of contemporary sport management are the North American Society for Sport Management (NASSM), the Sport Management Association of Australia and New Zealand (SMAANZ) and the European Association of Sport Management (EASM).

The continuing growth of the sport industry and its importance to numerous sponsors and institutions created demand for the systematic study of sport management practices. Since the late 1960s, the academic field of sport management has focused on the unique and special issues facing the people who conduct the business of sport. As the sports management profession began to grow and prosper, it became apparent that although similarities existed between running a general business and running a sports organization, there were also intricacies peculiar to the sport industry. In the past sports managers learned from hands-on experiences gained in the industry. However, as the sports industry became more complex, the need to train sports managers in a more formal fashion became a necessity.

XII. Ответьте на вопросы к тексту.

1.How can sports management be defined?

2.What organisations can apply sports management?

3.What are the key principles of sports management?

4.Why is the Jockey Club in Newmarket believed to be the creator of sports management?

5.What structures of sports management are actual nowadays?

6.What powerful organizations of contemporary sports management can you name?

XIII. В качестве домашнего задания подготовьте презентацию на тему «History of Sports Management».

TEXT 2

I.Прочитайте текст и ответьте на вопрос Why is an athletic director a ruling body among other sports director jobs?

SPORTS DIRECTOR JOBS. AN ATHLETIC DIRECTOR

Coaches are not the only ones responsible for driving a team towards success. Behind the scenes, there are sports directors who are quietly managing everything that goes on in the athletic program, including budget preparation, hiring, scheduling, and facility management.

There are a great variety of sports director jobs such as an athletic director, a sports development director, a sports information director, a tournament director and others. Among them the ruling body is an athletic director. His/her duties fall under a few basic principles: to promote

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successful athletes, organize sports events and practices, and manage teams. At high education institutions, sports directors are commonly known as athletic directors. In recreation centers and community programs, they are referred to as sports coordinators.

A sports director job requires a great deal of organization, and the candidates for it are typically graduates in health, fitness, or business management. Many specialists begin their careers as coaches or athletic trainers. People in sports director jobs usually possess strong leadership, management, and oral communication skills. Such jobs can enforce these core values in terms of organizations they work for.

An athletic director also known as coaching director or athletics leader is a primary title for sports director jobs at a sports organization. Shortly known as AD by abbreviation, the term mainly refers to the individual responsible for multiple sports departments. On average, a sports organization has one athletic director in charge of scheduling all sports. Basic duties of the position include scheduling gym time for team practices, hiring sports officials, and game management. He/she also promotes events, ensures rules compliance, and communicates with coaches. Conference meetings and budget management for sports teams are also vital. An athletic director hires, supervises and fires coaches and other athletic department employees, which can include office personnel and at least one coach per sport. He/she sets or approves the job descriptions for each position, ensures that the conditions of the job are met and tries to solve problems and concerns. A specialist talks with coaches to learn their needs and plans for the season. When it is necessary, he/she may work with a coach to improve his performance or problems with a team.

An athletic director with no direct power over the athletic program is basically a manager. He makes sure coaches follow a sports organization’s laws and abide by the regulations governing different competitions. But he/she cannot change the training method used by the official team coach. Under these circumstances, an athletic director is also banned from making team-related decisions, including hiring or firing of players, giving sanctions, or rearranging training schedules.

In small sports organizations, an athletic director and a coach may be the same person, although this is sometimes seen as a conflict of interests. In larger ones, it is an administrative position created to manage several trainers in all types of sports. Because of the requirements of the position, an athletic director is more likely to have a business degree than a sports-related one.

An athletic director creates the department's budget and allocates funds for each sport. He is also in charge of raising funds through events and donations. He may contact families, alumni and community members to ask for donations. He budgets for new equipment when needed, and will buy or authorize its purchase. Any events organized or run by booster groups likely will have those activities approved by the athletic director in advance. All written materials produced to promote events must also be approved in advance by the AD or an appointed member of his/her staff. A vital part of an athletic director's job is to secure materials for a sports team from as simple as new uniforms to as complex as commercial endorsements. He/she also plans publicity, organizes timetables for the games, and generally deals with athletic directors from other organizations to find the best possible arrangements for their teams.

When the workload is too much for one person an assistant sports director is hired. He is assigned to specific sports or duties including an assistant principle or an administrative role.

II. Перечислите на английском языке руководящие должности в спортивной организации.

III. Найдите в тексте окончание предложений.

1.An athletic director is in charge of raising funds ___________.

2.At high educational institutions, sports directors are as ______________.

3.An athletic director creates the department’s budget and _____________.

4.On average, a sports organization has one athletic director responsible for ____________.

5.Such a specialist talks with coaches to learn their needs and ____________.

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IV. Составьте аннотацию к тексту

V. Используя материалы текста и дополнительную информацию, подготовьте в качестве домашнего задания презентацию (не более 5 минут) о выдающихся спортивных директорах в России и за рубежом.

TEXT 3

SPORTS INFORMATION DIRECTOR

I. Перед вами план к тексту. Прочитайте текст и скажите, согласны ли вы с последовательностью, в которой расположены его пункты. Если нет, внесите свои поправки.

1.Nowadays sports industry is impossible without information.

2.A sports information director is responsible for availability of informational, promotional and statistical materials about sport team.

3.A pleasant personality and good communication skills are necessary for creating positive atmosphere around and inside the sports organization.

4.A sports information director must store information about all of the events that a sports organization participates in.

5.All information about the game must be recorded and distributed to various media outlets.

6.Completely factual and accurate data can affect the future of both athletes and coaches.

7.A sports information director is a middleman between the media and athletic team.

8.Such special events as autograph signings and hall of fame inductions help to publicize the athletic department's success and achieve notoriety.

SPORTS DEVELOPMENT DIRECTOR

Serving as public relations professionals in the sports and athletics world, sports information directors act as the liaison between a sports team or athletic organization and the media and public. Sports information directors are most commonly found in collegiate athletic programs, but also work in other levels of sports. Along with public relations duties, the job description of a sports information director includes other communications-related jobs.

The word “information” is derived from Latin informare which means "give form to”.

According to the Oxford definition information means knowledge communicated concerning some particular fact, subject or event; that of which one is apprised or told; intelligence, news. It is impossible to imagine contemporary sports industry without accurate and detailed information. Thus any sports organization requires a qualified information specialist.

A sports information director typically handles a wide variety of tasks for an athletic program. He arranges for the printing of informational and promotional materials, records score and statistics surrounding team and individual performances, and interacts with the media. In essence, the information director represents the team and works to promote a positive public image. The position best suits an individual who has a passion for sports and athletic endeavors. Such a specialist must have the ability to understand and analyze the data related to scoring, team positions, and know common sports terminology.

A sports information director mainly works behind the scenes for an athletic program. He is usually responsible for covering all of the events that a sports organization participates in. It concerns big sports like football and basketball, as well as smaller ones like swimming and tennis. Some of the primary duties of a sports information director include attending and summarizing sporting events, recording statistics, arranging interviews and reporting to the media.

An essential aspect of this job is attending sporting events and providing a summary afterwards. During each event, a sports information director is responsible for paying attention to player accomplishments. In addition, he records the scores and overall happenings of the game. Then this information is distributed to various media outlets.

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Another big part of the job is to consistently record accurate statistics from sporting events. For example, if a sports information director attends a baseball game, he records information like each hitter's batting average and each pitcher's earned run average. If he visits a football game, he records data like a quarterback's passing yards and touchdown completions. This information is valuable and can affect the future of both athletes and coaches. It's therefore imperative that everything recorded is completely factual and accurate.

Arranging interviews between the media and coaches or players is another responsibility of this position. Basically, a sports information director serves as a middle man between the media and athletic team. He sets up comfortable scheduling for interviews, coordinates broadcasting details, interacts with local and regional media outlets, and directs the flow of information from the team to the public.

This specialist is often responsible for organizing any type of special events. Some examples include autograph signings and hall of fame inductions. In turn, it helps to publicize the athletic department's accomplishments and helps it to achieve notoriety. This is important because it can affect a sports organization's budget. Getting attention, especially on the national level, can consequently help funnel more money into physical education programs. Additionally, consistently reporting to the media is common practice. Any pertinent information like player statistics, game scores and highlight plays are documented and shared with the media. Sometimes this information is distributed to a magazine, a website or online publication. If he works for a big name organization, information might also be given to a television or radio show as well.

Besides various professional skills a sports information director should also have a pleasant personality and be able to communicate effectively with a diverse audience. A pleasant demeanor helps to create a positive environment around the sports entity and develop solid relationships within the sports community.

II. Подберите к началу предложения его окончание. Переведите полученные предложения.

1)A sports information director promotes

2)Scores and highlight plays

3)Both big and small sports need

a)a positive public image of a sports.

b)are documented and shared with the media

c)a qualified information director

III. Найдите в тексте эквиваленты следующих предложений и выпишите их.

1.Следовательно, любой спортивной организации нужен квалифицированный специалист по информации.

2.Директор по спортивной информации обычно отвечает за освещение всех соревнований, в которых участвует спортивная организация.

3.В действительности, директор по информации представляет команду и работает для продвижения ее позитивного общественного имиджа.

4.Подготовка интервью с тренерами или спортсменами для СМИ – еще одна сфера ответственности этой должности.

5.Помимо различных профессиональных навыков директор по информации должен быть приятным человеком и уметь эффективно общаться с разнообразной аудиторией.

IV. Используя откорректированный план текста (задание I), перескажите его содержание на английском языке.

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TEXT 5

SPECIALISTS OF SPORTING EVENTSORGANISATION

I. Прочитайте текст и перечислите основные задачи: а) директора турнира; б) спортивного продюсера

Sports events involving the testing of sporting artistry through competition are one amongst the foremost enduring of human activities. Sports events not solely bring a range of advantages to the host organizations however conjointly to people who participate in them, like players, coaches and officers. Not forgetting the tremendous quantity of amusement and pleasure events wake up people who attend or watch them.

Nowadays organisation of any sporting event is a very complicated process requiring highly-qualified specific specialists. Particular attention must be paid to the following positions – a tournament director and a sports producer.

A tournament director organises and oversees a variety of competitive sporting events, ranging from poker to tennis. Such specialists engage in a number of activities to promote smooth running of the events they supervise. Some belong to professional and trade associations with set rules for their members while others may work independently. It is also possible to affiliate with a sports organisation to access opportunities for coordinating with other tournament directors and interested parties.

Organizing stages of a tournament involves determining participants, setting up a schedule, and creating brackets or assignments for participants. Tournament directors may also be responsible for securing a venue, acquiring staff to work at the tournament, and similar administrative tasks. Marketing and outreach are also part of the job of a tournament director for attracting competitors, spectators, and sponsors.

During the competition a tournament director may act as an announcer between and at events, especially for smaller competitions. The work also involves refereeing matches, settling disputes, and monitoring game play.

Awards ceremonies may require the presence of a tournament director, as one of the event organisers. This member of the staff may hand out awards, make announcements, and recognize notable achievements. A tournament director can focus on attending the most important ceremonies, or may need to appear at all of them, depending on its size.

The job requires a very thorough knowledge of sports, rules and regulations along with possible permutations and variations. Tournament directors also need to have good people skills, as they may interact with a variety of people including upset and angry athletes while they are on the job. A network of connections can be helpful in the planning stages to attract competitors and develop a large event with a diverse array of participants and spectators. No specific education or training is required, although some tournament directors hold degrees in sports or public relations and many have experience in coaching or competitions.

A sports producer is another compulsory position for competition organisation. Numerous television networks are devoted entirely to sports, and much of the programming consists of telecasts of live events. A sports producer is responsible for taking all of the disparate elements of sports telecast and coordinating them into a coherent whole. It guarantees the broadcast meets the high technological standards of modern broadcasting and entertains the broadest possible audience. Typically, the basic duties of a sports producer include coordinating coverage with the sports director, guiding replays and graphics, and creating story packages that can help round out coverage.

There is little seen during the broadcast of a live sporting event that does not fall either under the direct or indirect supervision of a TV sports producer. A producer works side-by-side with the director as the two most crucial components of the production team. The best way to describe the relationship between the two jobs is that the director is in charge of implementing all

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of the different components of the broadcast and those components are usually prepared in advance by the producer.

A manifestation of sports producer's control over a televised sporting event is the way the game is broadcasted by the announcers. The producer keeps in constant contact with the announcers via a headset radio, and he or she keeps them abreast of all they need to know during the event to make their call of the action flow as smooth as possible. The specialist lets them know when they need to take time out for a commercial break, what graphics or replays may be showed on the screen, and when it is time to make a promotional announcement.

A sports producer also comes up with extra content for enhancing the live action and creating a well-rounded telecast. He may also decide to enhance the telecast with special effects that can range from high-tech graphics to special video technology, or even computer animation. All elements typically need to adhere to a budget that has been determined by the televising network — a sports producer usually makes sure this is the case.

In assembling all these elements, a sports producer also must anticipate for how the event is playing out. Deviation from the broadcast plan might sometimes be warranted. In that case, quick thinking and planning can help a sports producer salvage what could otherwise become a lackluster broadcast effort.

II. Перечислите цели и задачи, являющиеся общими для директора турнира и спортивного продюсера.

III. Сформулируйте основные отличия в профессиональной деятельности директора турнира и спортивного продюсера.

IV. Определите, какое предложение соответствует содержанию текста.

1.a) A tournament director and a sports producer are responsible for organization of any sporting event.

b) Only a sports producer is in charge of organization of any sporting event.

c) A tournament director is the principle body in organization of any sporting event.

2.a) A tournament director can use marketing and outreach for attracting competitors, spectators, and sponsors.

b) A tournament director can use marketing and outreach for refereeing matches and monitoring game play.

c) A tournament director can use marketing and outreach for acquiring staff to work at the tournament.

3.a) A sports producer prepares and guides replays and graphics.

b)A sports producer is in charge of creating story packages for coverage.

c)The main responsibilities of a sports producer comprise guiding replays and graphics and creating story packages for round out coverage.

V. Используя материал текста и свое личное мнение по данной теме, дайте развернутый ответ на вопрос – What position is more important for successful organization of a sports event – a sports producer or a tournament director? Обоснуйте свой ответ примерами из истории спорта или организации проведения современных спортивных соревнований.

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UNIT 4

MARKETING

TEXT 1

MARKETING

I. Прочитайте и запомните новые слова и их перевод. pricing - ценообразование

objective - цель evaluate - оценивать accept - принимать

amount – сумма, количество

distinct – отчетливый, ясный, отличный trick – прием, уловка, трюк

invariable - постоянный

arouse – возникать, пробуждать sustainable – стабильный, устойчивый

II. Прочитайте и запомните новые словосочетания и их перевод. customers’ demands – потребительский спрос, запросы потребителей meet needs – удовлетворять потребности

consumer market – потребительский рынок industrial market – промышленный рынок physical evidence – вещественное доказательство market share – доля рынка

public relations – связи с общественностью word of mouth – сарафанное радио

a point of sale – торговая точка

a competitive advantage – конкурентное преимущество end in mind

III. Прочитайте следующие слова и переведите их без словаря.

Business, firm, control, element, concentrate, maximum, brand, product, focus, factor, marketer, marketplace, ingredient, techniques.

IV. Прочитайте следующие словосочетания и переведите их без словаря.

Marketing concept, marketing mix, product identity, business process, marketing strategy, specific activities, marketing campaign, interactive techniques, brand image, negative news, brand awareness.

V. Подберите окончания предложений и переведите полученные предложения.

1)Markets are classified as

2)The price is the amount

3)The place represents

a)a customer pays for a product.

b)the location where a product can be purchased.

c)consumer and industrial markets.

VI. Изучите раздел грамматики Modal verbs. Have to. Passive Voice with modal verbs. I. Переведите предложения с модальным глаголом have to на русский язык.

1.Marketing has less to do with getting customers to pay for product.

2.The campaign doesn't have to rely solely on advertising.

3.A good marketing strategy has to focus on the right product mix.

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