Peter Smolianov

Corporate Marketing Objectives and Evaluation Measures for Integrated Television Advertising and Sports Event Sponsorships

To determine how integrated TV advertising and event sponsorship should be evaluated, a theoretical framework derived from global exploratory research of academic literature and consulting reports of more than 50 authors was validated by 16 experts. To investigate how evaluation was managed in practice, 12 campaigns which had sponsored a televised event and placed advertisements during the broadcast of this event were analyzed via case studies. The investigated competitions included the Wimbledon Tennis Tournament in London and the Olympic Games in Sydney. The examined brands comprised automotive, financial services, retail chain, office equipment, and consumer goods. The study identified the key techniques that lead to increased corporate sales—four objectives and necessary performance measures, which could be useful to all executives promoting brands through televised sport.

Comparing the practices of US Soccer against a global model for integrated development of mass and high-performance sport

This study examines the current state of soccer in the USA against an ideal-type model for developing high-performance sport integrated with mass participation. A questionnaire was developed for the following elements of the model: talent identification and development; advanced athlete support; training centers; competitions; intellectual services; partnerships with supporting agencies; and balanced and integrated funding and structures of mass and elite sport. Survey questions were validated by 12 international experts including executives from sport governing bodies, soccer coaches, academicians, and administrators. To determine the areas for improvement, 125 coaches completed the questionnaire. Additionally, possible advancements were identified through semi-structured discussions with seven top soccer administrators. Results suggest possible enhancements at the macro-level (e.g. integrated partnership efforts particularly among sport governing bodies, governments, and lotteries), meso-level (e.g. comprehensive coach education and community training centers), and micro-level (e.g. uniform national conditions for long-term athlete development).

Comparing the practices of USA Rugby against a global model for integrated development of mass and high performance sport

This study examines the current state of Rugby in the USA against an ideal-type model for developing high performance sport integrated with mass participation. A Rugby-specific questionnaire was developed for the following elements of the model: talent search and development; advanced athlete support; training centers; competition systems; intellectual services; partnerships with supporting agencies; and, balanced and integrated funding and structures of mass and elite sport. The questions were validated by 12 international experts and answered online by 127 USA Rugby coaches and administrators. Semi-structured telephone interviews with five Territorial Rugby Union Presidents or Vice-Presidents as well as USA Rugbys CEO were also conducted. Specific management actions proposed to improve USA Rugby were: certain types of organizational integration; development of coaching and training centers particularly for youth; communication with and education of current and potential members; and, partnerships with the mass media, corporations, and systems of education and government.

Comparing the practices of USA tennis against a global model for integrated development of mass participation and high performance sport

This study analyzes the current state of tennis in the USA against a model for developing elite sport in integration with mass participation. A questionnaire was constructed to examine the following elements of the model: talent identification and development; advanced athlete support; training centers; competition systems; educational, scientific/medical, philosophical, and promotional support; partnerships with supporting agencies; and balanced and integrated funding and structures of mass and elite sport. The 54 statements reflecting desired practices were validated by 12 international experts and rated online by 107 US tennis coaches. Semi-structured discussions with eight administrators were also conducted. Suggested advancements for US tennis included collaboration of overlapping national governing organizations to advance and standardize personnel education, medicine, science, competitions, and facilities. Highly qualified coaches at all participation levels are recommended, to use evidence-based methods for lifelong athlete development. Affordable mass participation, local training, and competition conditions are also recommended to be created at clubs and schools.