Convergence Mapping Document - USC Marshall
Convergence Mapping Document - USC Marshall
Convergence Mapping Document - USC Marshall
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The <strong>USC</strong> <strong>Marshall</strong>Sports Business InstituteThe <strong>Convergence</strong> of Sports & Entertainment<strong>Mapping</strong> <strong>Convergence</strong>December 31, 2009
<strong>Mapping</strong> <strong>Convergence</strong>Book StructureThe book has three distinct sections on <strong>Convergence</strong> At-Home, Away from Home, & At-VenueEach section contains three chapters; each of which includes: One Case StudyChapter Topic History Two Historical Examples Primary Research & Topic Analysis Commentary from an Industry Patriarch Total of Four Interviews from Targeted Industry ParticipantsResearch Includes: Cross Section of Representative Topics Domestic & International Examples and Analyses Diversity of Stakeholders
<strong>Mapping</strong> <strong>Convergence</strong> – Section 1Section 1: At-Home <strong>Convergence</strong>Ch 1: TV Content Ch 2: Video Gaming Ch 3: Athlete BrandingCase Study ~ 10 pgsCase StudyCase StudyCase StudyBeijing Olympics - NBCNintendo WiiDavid BeckhamTargeted InterviewDavid Neal: EVP, NBC OlympicsPerrin Kaplan: Former VP, Mktg. &Corp. Affairs, NintendoShawn Hunter: CEO, Chivas USACh. History ~ 3 pgsChapter HistoryChapter HistoryChapter HistoryHist. Analysis ~ 9 pgsContemporary Historical AnalysesContemporary Historical AnalysesContemporary Historical AnalysesEx. 1ESPN College GameDayTHQ’s WWE FranchiseTony HawkTargeted InterviewJohn Skipper: EVP, Content, ESPNBrian Farrell: CEO, THQWill Kassoy, SVP, ActivisionEx. 2Targeted InterviewUltimate Fighting ChampionshipFrank & Lorenzo Fertitta: FoundersZuffa, LLCMajor League GamingMichael Sepso: Co-Founder, MLGYao MingAdam Silver: Deputy Comm., NBAPrimary Research~ 8 pgsSBI Trend AnalysisSBI Trend AnalysisSBI Trend AnalysisTargeted IndustryPatriarch Interview~3 pgsChapter Topic Q&ADavid Hill: Chairman, Fox SportsChapter Topic Q&APeter Moore: President, EA SportsChapter Topic Q&ASandy Montag: SCVP, IMGDraft CompletedInterview Conducted
<strong>Mapping</strong> <strong>Convergence</strong> – Section 2Section 2: Away From Home <strong>Convergence</strong>Ch 4:The Internet Ch 5:Mobile Technology Ch 6: GamblingCase Study ~ 10 pgs Case StudyCase Study Case StudyTargeted InterviewMLBAMBob Bowman: CEO, MLBAMVerizon V CastTerry Denson: VP, Content Strategy &Acquisition, VerizonWorld Series of PokerJeffrey Pollack: FormerCommissioner, WSOPCh. History ~ 3 pgsChapter HistoryChapter HistoryChapter HistoryHist. Analysis ~ 9 pgsContemporary Historical AnalysesContemporary Historical AnalysesContemporary Historical AnalysesEx. 1Rivals.comSling MediaBetfair.comTargeted InterviewDave Morgan; Ex. Ed., Yahoo! SportsBlake Krikorian: Founder, Sling MediaDavid Yu: CEO, BetfairEx. 2Citizen Sports NetworkNike +March MadnessTargeted InterviewJeff Moorad: Member, BOD, CSNMichael Tchao: General Mgr., Nike +Terry Jicinsky: SVP, Marketing,LVCVAPrimary Research~ 8 pgsSBI Trend AnalysisSBI Trend AnalysisSBI Trend AnalysisTargeted IndustryPatriarch Interview~3 pgsChapter Topic Q&AGeorge Bodenheimer: Pres., ESPNChapter Topic Q&ALarry Witherspoon: CEO, Tickets.comChapter Topic Q&AFrank Fahrenkopf: Pres. & CEO, AGADraft CompletedInterview Conducted
<strong>Mapping</strong> <strong>Convergence</strong> – Section 3Section 3: At-Venue <strong>Convergence</strong>Ch 7: Sports AnchoredDevelopmentCh 8: Venue TechnologyCh 9: Corp. MarketingCase Study ~ 10 pgsCase StudyCase StudyCase StudyTargeted InterviewDubai Sports CityMalcolm Thorpe: Mktg. Director, DSCUniversity of Phoenix StadiumMike Bidwill, Pres., Arizona CardinalsDisney/ESPN WWS ComplexKen Potrock: SVP, Global SportsEnterprises, WDPRCh. History ~ 3 pgsChapter HistoryChapter HistoryChapter HistoryHist. Analysis ~ 9 pgsContemporary Historical AnalysesContemporary Historical AnalysesContemporary Historical AnalysesEx. 1Coors FieldSprint/Fan ViewThe O2 DomeTargeted InterviewEx. 2Targeted InterviewRay Baker: Chairman, DMMLBSDL.A. LiveTim Leiweke: CEO, AEGJP Brocket: GM, Wireless ConsumerApplications, Sprint Product Mgmt.CiscoRon Ricci: VP, Corp. Pos., CiscoDavid Campbell: CEO, The 02Red BullRobert Hollander: Pres., AmalfiVenturesPrimary Research~ 8 pgsSBI Trend AnalysisSBI Trend AnalysisSBI Trend AnalysisTargeted IndustryPatriarch Interview~3 pgsChapter Topic Q&AMatt Rossetti: President, RossettiChapter Topic Q&AJack Hill: GM, Cowboys StadiumChapter Topic Q&AArte Moreno: Owner, Angels BaseballDraft CompletedInterview Conducted
<strong>Mapping</strong> <strong>Convergence</strong>Book Outline SummaryResearch Includes:Cross Section of Representative TopicsDomestic and International Examples and AnalysesDiversity of StakeholdersText Will Include 36 Interviews:9 Case Studies Interviews (1 per chapter)18 Historical Example Interviews (2 per chapter)9 Industry Patriarch Interviews (1 per chapter)
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