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Playing To Win In The Business Of Sports
These days, the business of sports is a buyer's dream. Consumers can pick and choose among them in an increasingly global market, while sports organizations duke it out for market share. Major sports, such as soccer and US football, are winning most of the prizes, but smaller sports with more modest commercial potential can improve their game by courting fans and marketing their assets shrewdly.
The take-away: Owners and sports organizations should constantly work to make their sports attractive to consumers, broadcasters, and sponsors by, for example, tweaking the rules of the game or changing a sports calendar. They should also hone their promotional skills and improve the way they sell TV rights.
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© 1992-2003 McKinsey & Company, Inc
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