advanced theory and practice in sport marketing - Marshalls University

In turn, the Yankees are pushing their brand in Japan through licensed and
branded merchandise, and by opening the 2004 MLB season in Tokyo with
exhibition games vs. the Tokyo Giants and the Hanshin Tigers, and two regular
season games vs. the Tampa Bay Devil Rays.
Australia
Seeking to expand the popularity of Australian Rules Football (AFL), and
also trade between the United States and Australia, the Sydney Swans (the 2005
AFL grand champions) and the Kangaroos (from North Melbourne) played
an exhibition match at UCLA in January 2006 as a part of Australia Week.
Co-sponsored by the State of California, the Australian Government, Tourism
Australia, and Qantas Airways, the purpose of Australian Week was to raise
Australia’s commercial and cultural profile in Southern California, while also
furthering awareness and commercial return for Australian and American
interests. Professional golfer Greg Norman also ran a golf day at the North
Ranch Country Club in Westlake Village, California. The event, sponsored by
his wine business Greg Norman Estates, was a sell out.
Emerging International and Global Sport Markets
Sport organizations are also looking at emerging international and global
sport markets to expand their opportunities. Two of those emerging sport markets
are Africa and the Middle East.
Africa
The sport business is rapidly growing on the continent of Africa. An example
of the emergence of this market is that South Africa is going to be hosting the
2010 FIFA World Cup. This will be the first time the World Cup would be held
on the continent of Africa. It is long overdue, especially with the growth of soccer
on the continent. The countries of Cameroon, Nigeria, Tunisia, Senegal,
Egypt, and Morocco are ranked in the top 40 of international powers in 2005.
The growth is even more evident in that five African nations have qualified for
the 2006 World Cup in Germany – Angola, Ghana, Ivory Coast, Togo, and
Tunisia – where only Tunisia is the only country noted above in the top 40.
The NBA has also been successful finding talent in Africa. During the
2005–2006 season, there are eight players on NBA squads including Dikembe
Mutombo from Congo (Houston Rockets); Michael Olowakandi from Nigeria
(Minnesota Timberwolves); DeSagana Diop from Senegal (Dallas Mavericks);
and Luol Deng from the Sudan (Chicago Bulls). In addition, reigning NBA
MVP Steve Nash of the Phoenix Suns, while he grew up in Canada, was born
in South Africa.
While there seems to be boundless opportunities, the main concern with these
countries are that many still suffer from third world afflictions of developing
nations. Some of the questions being asked include “What role should sport play
INTERNATIONAL AND GLOBAL MARKETING IN SPORT 351