Trogdon 1 Christian Trogdon English 1102 Rhonda Waterhouse February 24, 2014 Annotated Bibliography

Wang, R., & Kaplanidou, K. (2013). I Want To Buy More Because I Feel Good. International Journal of Sports Marketing & Sponsorship, 15(1), 57-71. This article focuses on the fact that many people buy certain products and support certain brands because of the people that are endorsed by them. For example, someone may support Nike because of the superstar athletes that they sponsor such as: LeBron James, Kevin Durant, and Kobe Bryant. By making each of these players part of your brand, you automatically appeal to a specific group of consumers. A jump in sales could also be seen if certain athletes or teams youre sponsoring are doing very well. This can be seen very often with jersey sales in sports. When players hit a spike in their performance you can see where a lot of bandwagon fans begin buying their jersey. Atencio, M., Beal, B., & Yochim, E. (2013). It Ain't Just Black Kids and White Kids. Sociology of Sport Journal, 30(2), 153-172.

I found this article extremely interesting because although its not directly related to Sports Marketing it still shows how media and influential figures can influence the market whether it be positive or negative. Here, from the beginning you can see how rapper, Pharell Williams, caused a spike in

Trogdon 2 skurban gear just by representing it through his daily attire and music videos. It also speaks in this article of an idea of multiculturism which I chose to look into further and it can be seen later on in my list of annotated references. This idea suggests an approach of combing different cultures into your company in order to maximize profit. Such as mixing skating and urban to make skurban the same way Pharell did. Bauer, H. H., Stokburger-Sauer, N. E., & Exler, S. (2008). Brand Image and Fan Loyalty in Professional Team Sport: A Refined Model and Empirical Assessment. Journal Of Sport Management, 22(2), 205-226. This article notes that fan loyalty comes from a positive brand image and without that positive image you lose the loyalty. Also in this article it explains how to build a strong brand image. Both of these are essential in sports marketing because the job of marketing is to create fan loyalty through a strong image. Fans are the focus all the time because unspecified consumers come and go all the time. Once you build that fan loyalty you have a definite and constant support that will keep your brand afloat. One of the other things that really triggered my interest was the fact that loyalty is defined as a measurement of success. Because the goal is to gain fan loyalty, the amount of fan loyalty gained becomes the ultimate measure of success or where you have gotten in a whole as a company.
Rosenbloom, B. (2013). The Roots and the Future of Marketing Channels. Journal of Marketing Channels, 20(3/4), 191-203.

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This article from the Journal of Marketing Channels obviously isnt a sports specific journal but the ideas of this article would branch out to any form of marketing. I could see this helping me in my multimodal project because its an in depth description of what has happened and will happen in marketing as a whole. With an understanding of marketing as a whole, I should be able to grasp the concept of sports marketing. Career and Professional Development. (n.d.). Sports Marketing. Retrieved February 25, 2014, from http://career.opcd.wfu.edu/explore-careers/sportsmarketing/ This website is from Wake Forest and it explains the basics about Sports Marketing and helped me gain some unknown knowledge about career choices within the field. With this information I have found on this site, I can better realize and understand the purpose of sports marketing and I can also hopefully narrow down job options to one that I am especially intrigued to. Because all of the career choices within this field seem to be so interesting at this point I cannot exactly conclude which ones are highest on my list but given the definition of each, I have become even more attracted to this field of work. This page also gives the skills needed and its not as intricate as I figured it would be which I guess sends hints towards how much competition there is for a job in this field. The information I have learned from this site will better help me choose a career and has completely sold me on

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this field of work. I can also see many ways that it will help me complete my project. Career Areas. (n.d.). NIKE, Inc. -. Retrieved February 24, 2014, from http://nikeinc.com/pages/career-areas Because becoming Nike is my number one goal in life, I found this informational page on how to become a part of Nike. Nike also has many other pages like this that talk about intern opportunities and also the description of certain jobs available. My intended major is International Business so the global communications portion of the page intrigued me because that could very well spark a minor in communications which one of my teachers spoke to me about last semester as she was a communications professional at one point in her life. Nike has so many career opportunities available within their corporation and through information on this page I could possibly set myself up for my dream job. This page will help me tremendously on my project because it is actually focused on the specifics of what I want to do career related in my life. College of Business New Mexico State University. (n.d.). College of Business New Mexico State University. Retrieved February 25, 2014, from http://business.nmsu.edu/~mhyman/M454_ This page gave me valuable insight with comments from an actual professional from the field with a career that I am contemplating pursuing in the near future. She explained how cool her job was by saying that one moment she could be talking to someone from

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Istanbul then just minutes later shed be talking to someone from Moscow and this would all happen from the presence of her office in New York. This is very intriguing to me because I find enjoyment in travel and interacting with people of different culture. This page also describes what an actual day is like and this continued the theme shown throughout the paper of giving an outlook on a more personal level. I also saw a spot talking about the locations of jobs, which range from sports teams to credit card companies like Visa. Home - SportsBusiness Daily. (n.d.). Home - SportsBusiness Daily. Retrieved February 25, 2014, from http://www.sportsbusinessdaily.com/Daily.aspx

I was really intrigued to this page first of all because it was an online journal but also because it gives examples of marketing all throughout that you may not even think of. One example of this was a cover on Damian Lilliard which was obviously marketing for the Portland Trailblazers marketing their young upcoming best player. This page also has links to articles on things related to sports business and marketing and looking through those, I found them extremely informational as well although they held many of the things I learned from previously visited pages. This page has so much in it that I could use as ideas for my project. Sports marketers sort winners from losers at 2014 Sochi Olympics. (n.d.). Sporting News. Retrieved February 25, 2014, from http://www.sportingnews.com/sport/story/2014-02-24/2014-sochi-olympicsmikaela-shiffrin-shaun-white-medal-winners-marketing-brands

Trogdon 6 This page not only serves as information on the field of Sports Marketing but it also serves as an example of how it has been used and how companies have benefited from it through the Olympics. There were statements shown throughout this article that show how companies benefit from their well performing athletes because if consumers see that certain athletes are doing well using a companys gear, they will use it in a hope to gain the same success. Because athletes did very well in Sochi they will soon receive notices from companies that will inform them that they would like to become a sponsor for them. Then by this athlete wearing and endorsing these companies, they will bring interest to the company due to their fan and viewer base.
Belzer, J. (2014, January 27). New York's Super Bowl XLVIII The Ultimate Sports Marketing Case Study. Forbes. Retrieved February 24, 2014, from http://www.forbes.com/sites/jasonbelzer/2014/01/27/new-yorks-superbowl-xlviii-the-ultimate-sports-marketing-case-study/ This article on marketing through the Super Bowl in New York is very intriguing because it shows the need for companies to market themselves on one of the worlds biggest stages. The demand for these spots was so large that you would have to pay over four million dollars for a 30 second spot! But also my memory was jogged and I thought back to the commercials that I did see and you cant gain loyalty through a 30 second ad unless youre already extremely established. In order to gain maximum potential loyalty, you would

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have to use other props such as influential people like athletes that will better represent your brand.