CONTENT/TEACHING OUTLINE COMPETENCY: OBJECTIVE: 1.00 1.03 Explain the components of the sports and entertainment marketing course.

Identify significant people and events in the history of the sports and entertainment marketing industry.

A. Identify pioneers in the entertainment marketing industry. 1. P. T. Barnum a. Developed the Barnum and Bailey Circus, promoting it as “The Greatest Show on Earth.” b. Became one of the United States’ earliest millionaires. c. Had a New York newspaper print his obituary before his death to generate publicity. He died two weeks later. 2. Walt Disney a. Created the first fully synchronized cartoon. Mortimer Mouse, later called Mickey Mouse, was the feature character in Steamboat Willie. b. Produced the first feature-length cartoon, Snow White. c. Opened Disneyland in Anaheim, California in 1955. d. Developed The Magic Kingdom, the first of four theme parks in Walt Disney World in Orlando, Florida. The park opened in 1971. e. Developed the “Experimental Prototype Community of Tomorrow” (EPCOT), which was later built in 1982. f. Died prior to seeing any of the Walt Disney World plans completed. g. Upon his death in 1966, the Disney Corporation was worth over $100 million. 3. Charlie Chaplin a. Responsible for “slap-stick” comedy. b. Regarded as one of the first widely recognized movie stars. c. Developed a character that wore baggy pants, tight coat, large shoes on the wrong feet and a black derby hat. d. Turned film comedy into an art form. e. Signed with Essanay for $1,250/week to make 14 films during 1915. 4. Lucille Ball a. Known as an actor, musician, comedian, model, and producer. b. Won four Emmy Awards – Best Comedienne (1952); Best Actress in a Continuing Performance, I Love Lucy (1955); Outstanding Lead Actress in a Comedy Series, I Love Lucy (1967 & 1968). c. Became one of television’s first leading ladies. One of the first to be the star of the show and have “the man” as supporting role. d. Helped advance careers of many Latino performers due to the partnership with Desi Arnez, her husband, who was a Cuban bandleader. 5. Steven Spielberg a. One of the most accomplished directors and producers. b. Responsible for many of today’s popular films. For example, Jurassic Park I – III; Men in Black I & II; Shrek; Schindler’s List; E.T., The Extra-Terrestrial, Jaws; and The Color Purple. c. Used a commercial tie-in with a major motion picture when he used Reeses Pieces in the movie E.T., The Extra-Terrestrial.
Sports and Entertainment Marketing I Summer 2003 22

CONTENT/TEACHING OUTLINE COMPETENCY: OBJECTIVE: 1.00 1.03 Explain the components of the sports and entertainment marketing course. Identify significant people and events in the history of the sports and entertainment marketing industry.

6. Louis Armstrong a. Revolutionized jazz. Along with Duke Ellington and others, Armstrong raised jazz to the level of popularity it has today. Armstrong and his contemporaries changed the face and sound of jazz by putting the soloist to the front of the band, emphasizing his talent. b. Played the cornet and the trumpet, sang, and led the band. c. Performed “Hello Dolly” and “What a Wonderful Life.” 7. The Beatles a. Included George Harrison, John Lennon, Paul McCartney, and Ringo Starr (Richard Starkey). Stuart Sutcliffe and drummer Peter Best were also members in the early days. b. “Created” the first concept album (songs unified by a common theme), Sgt. Pepper's Lonely Hearts Club Band. c. Band split in 1970; each member became successful as a soloist. d. Lennon murdered in 1980. 8. Elvis Presley a. Sold over 1 billion records worldwide, more than anyone else in history. b. Had 131 different albums/singles to achieve gold, platinum or multi-platinum status. c. Revolutionized television performances with his record-breaking, hip-shaking, scandal-making performance on The Ed Sullivan Show. By today’s standards, he did nothing out of the ordinary. In that day, the way he shook his hips caused a nation-wide scandal, which caused many advertisers to reconsider their support of Presley. d. Pioneered “rock and roll”; one of the greatest rock performers of all time. e. Accomplished actor. For example, Blue Hawaii, Jailhouse Rock, and King Creole. 9. Oprah Winfrey a. Began in Baltimore with the talk show, People Are Talking. b. Moved to Chicago to start a morning talk show, A.M. Chicago. c. Launched the Oprah Winfrey Show in 1986, which grossed $125 million by the end of its first year. d. Started her own production company Harpo Productions where she could make more money by privately syndicating her show. (Harpo is Oprah spelled backwards) e. Created the “Oprah Book Club.” f. Launched the Oxygen channel in 1999, the first major competitor for the Lifetime Network. g. Created the Oprah magazine known as O: The Oprah Magazine.
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CONTENT/TEACHING OUTLINE COMPETENCY: OBJECTIVE: 1.00 1.03 Explain the components of the sports and entertainment marketing course. Identify significant people and events in the history of the sports and entertainment marketing industry.

B. Identify pioneers in the sports marketing industry. 1. Michael Jordan a. Considered by many as the “greatest player ever to play basketball.” His basketball skills and charisma helped Nike and the NBA market him as “Air Jordan.” b. Played minor league baseball with the Birmingham Barons, the Double A affiliate of the Chicago White Sox. c. Starred in the movie Space Jam. d. President of Basketball Operations for the Washington Wizards. e. Endorses products for Nike, Gatorade (created “I Wanna Be Like Mike”), Sara Lee Corporation’s Hanes brand clothier, Rayovac, and Chevrolet. 2. Mildred “Babe” Didrickson Zaharias a. Considered the greatest female athlete of all time. Her goal was to be “Greatest athlete that ever lived.” b. Won Female Athlete of the Year award six times. c. Participated in basketball, track, golf, baseball, tennis, swimming, diving, boxing, volleyball, handball, bowling, billiards, skating, and cycling. d. Created professional basketball team called Babe Didrickson’s All-Stars. e. First female athlete to sign an endorsement contract, signed with Wilson Sporting Goods for $100,000. 3. William (Bill) H.G. France Sr. a. Founded the National Association of Stock Car Auto Racing (NASCAR). b. Founded the International Speedway Corporation (ISC), which owns and/or operates Daytona International Speedway, Talladega Superspeedway, Michigan International Speedway, California Speedway, Homestead-Miami Speedway, Phoenix International Raceway; Richmond International Raceway, Darlington Raceway, North Carolina Speedway, Watkins Glen International Speedway, Nazareth Speedway, and Kansas Speedway. 4. Jack “Jackie” Roosevelt Robinson a. First student to letter in four sports (baseball, basketball, football, and track & field) at UCLA. b. Played professional football for Los Angeles Bulldogs. c. Broke the Major League Baseball color barrier when he was offered a contract to play for the Brooklyn Dodgers. d. Won the National League batting title and Most Valuable Player awards. e. Former President of Chock Full O’Nuts, a restaurant and coffee company. 5. Jackie Joyner-Kersee a. Attended UCLA on a basketball scholarship. b. Featured on the cover of Sports Illustrated and labeled “Super Woman.” c. First female to be named The Sporting News Man of the Year.
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CONTENT/TEACHING OUTLINE COMPETENCY: OBJECTIVE: 1.00 1.03 Explain the components of the sports and entertainment marketing course. Identify significant people and events in the history of the sports and entertainment marketing industry.

6. George “Babe” Herman Ruth Jr. a. Considered baseball’s first “great slugger.” b. Called “Bambino” & “The Sultan of Swat.” Got the nickname “Babe” from Jack Dunn, former manager of the Baltimore Orioles. c. Orioles sold his contract to the Boston Red Sox, which eventually sold it to the New York Yankees. d. Yankee Stadium is considered “The House that Ruth Built.” e. Named the Associated Press Athlete of the Century. f. Named a member of ESPN’s Sports Century/Athletes of the Century. g. Voted Greatest Baseball player of all-time by the Sporting News. 7. Cassius Clay a. Self-promoted as “I am the Greatest!” b. Won a Gold Medal in the Olympics for the Light Heavyweight division. c. Defeated Sonny Liston to become the World Heavyweight Champion. d. Joined the Nation of Islam and changed name to Muhammad Ali. e. Stripped of his boxing title and license when he was charged with violating the Selective Service Act by refusing to join the Army. The Supreme Court later reversed the conviction. f. Regained the World Heavyweight Championship when he defeated George Foreman in the famous “Rumble in the Jungle,” in Kinshasa, Zaire. g. Defeated Joe Frazier in the “Thrilla in Manilla.” h. Lit the torch at the Olympic Summer Games in Atlanta, GA. 8. Max Muhleman a. Founded Muhleman Marketing Inc. based in Charlotte. b. Represents clients such as Anheuser-Busch, Coca-Cola, and DuPont. c. Created the concept of the permanent seat license. Established and managed the strategy that helped the city of Charlotte acquire the Charlotte Hornets and the Carolina Panthers. 9. Vince McMahon a. Born in Pinehurst, North Carolina and a graduate of East Carolina University. b. Purchased Capitol Wrestling from his father in 1982. He founded what would later be called the World Wrestling Federation. c. Admitted professional wrestling was not a sport, but became the first person to refer to his product as “sports entertainment.” d. Battled with World Wildlife Fund to keep the acronym WWF. Courts ruled the World Wildlife Fund had the name first and owned the rights to the WWF acronym. The World Wrestling Federation is now known as World Wrestling Entertainment (WWE).

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CONTENT/TEACHING OUTLINE COMPETENCY: OBJECTIVE: 1.00 1.03 Explain the components of the sports and entertainment marketing course. Identify significant people and events in the history of the sports and entertainment marketing industry.

C. Examine the evolution of sports and entertainment marketing. 1. Sports marketing a. 1858 The first known game in which fans paid to attend was held at Fashion Race Course in Queens, New York. It was a baseball game between two teams in the New York City area. b. 1906 The National Collegiate Athletic Association (NCAA) was officially formed to govern collegiate athletics. c. 1934 Lou Gehrig became the first athlete ever to appear on a Wheaties box. d. 1943 The All-American Girls Professional Baseball League was formed while many Major League Baseball players were serving in WWII. e. 1949 The first major endorsement deal for a female athlete. Wilson Sporting Goods signed golfer Babe Didrikson Zaharias to an endorsement contract worth $100,000 per year. f. 1964 Blue Ribbon Sports, an athletic footwear company, was founded by Philip H. Knight. In 1972, this company becomes Nike. g. 1972 Title IX is enacted, mandating equal access to educational opportunities for men and women. This legislation creates new opportunities for women in sports as athletes, coaches and administrators. h. 1973 Rich Foods becomes the first company to pay for the right to have their name on a venue. Rich Foods agreed to pay $60,000/year for the naming rights to the Buffalo Bills football stadium. i. 1980 The United States boycotts the Summer Olympics in Moscow. j. 1984 The Olympics became commercialized, and made profitable for the first time under the leadership of Peter Ueberoth. k. 1996 The Olympic Park in Atlanta, Georgia is bombed. 2. Entertainment marketing a. 1550-1700 Introduction of outdoor entertainment including bowling, primitive amusement rides, music and dancing. b. 1919 Development of recording of sound on motion picture film. c. 1920 The first commercial radio stations with regularly scheduled broadcasts were heard. d. 1926 RCA establishes the National Broadcasting Company (NBC) e. 1927 Farnsworth transmits first electronic television picture; receives patent. f. 1927 The Columbia Broadcasting System (CBS) was founded. g. 1929 Approximately three-fourths of amusement parks close. The Stock Market Crash leads to the Great Depression. h. 1939 First television is sold. i. 1948 Televisions are in over 1,000,000 homes. j. 1951 Color television is introduced.
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CONTENT/TEACHING OUTLINE COMPETENCY: OBJECTIVE: 1.00 1.03 Explain the components of the sports and entertainment marketing course. Identify significant people and events in the history of the sports and entertainment marketing industry.

k. 1955 Disneyland in Anaheim, California opens costing $17 million to build. The first national theme park drew 3.8 million visitors the first season. l. 1960 Over 100 million television sets can be found in homes around the world. m. 1961 First Six Flags opens in Texas, the first regional theme park. n. 1971 The Magic Kingdom in Walt Disney World in Orlando, Florida opens costing nearly $375 million to build. o. 1980 CNN is launched by Turner Cable Network. It is the first all news network. p. 1980 Prince Charles and Diana Spencer are married on international television. q. 1981 The first IBM-Personal Computers (PC’s) are available for retail. r. 1981 Music Television (MTV) debuts. s. 1982 Michael Jackson's "Thriller" sells 20 million albums to become the largest selling record ever. t. 1983 The first compact disc is released. u. 1985 Nintendo home entertainment system is introduced. v. 1989 Time and Warner merge to become Time Warner Inc. w. 1995 First television program delivered via the Internet (webcast).

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CONTENT/TEACHING OUTLINE COMPETENCY: OBJECTIVE: 1.00 1.03 Explain the components of the sports and entertainment marketing course. Identify significant people and events in the history of the sports and entertainment marketing industry.

Resources Printed References: Marketing Essentials, 3rd ed., Careers in Marketing, p. 703. Sports and Entertainment Marketing, pp. 16-18, 42-44, 49, 51-52, 55, 65, 70, 73, 91, 97, 103, 121, 143, 153, 165-166, 210-211, 231, 286. Suggested Activities: Have students research and write a one-page paper on one of the pioneers in either the sports or entertainment industry. Create a timeline of the evolution of either sports or entertainment marketing. Create a mini collage of sports or entertainment teams, musicians, groups, actors, divisions, etc. There is a 1.00 project at the end of this competency. Websites: http://www.biography.com http://www.who2.com http://www.biography-center.com http://www.time.com/time/time100/index.html http://www.rollingstone.com http://www.afi.com http://www.vh1.com http://www.mtv.com http://www.radiogoldindex.com http://www.historychannel.com http://www.sportingnews.com/archives/ http://us.imdb.com Other Resources: 1.03 PowerPoint Presentation
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