Pictured above: Professor Chadwick
It might be over for England in the World Cup, but for CIBS at
Coventry University (Centre for the International Business of
Sport); it's still as frantic as ever and will continue to be busy
long after the winners have lifted up the trophy.
Professor Simon Chadwick and his team have contributed to 1000s
of news articles about all aspects of the World Cup from the
economic impact the competition will have on the host country to
the emergence of "ambush" marketing campaigns.
Professor Chadwick said: "In marketing jargon, an "ambush"
is where a rival company to an official sponsor connects itself to
the competition without having paid a sponsorship fee.
"Around 43.5 billion dollars was spent by advertisers globally
last year on what they thought were exclusive rights to events, so
ambush campaigns can be very annoying.
"There is considerable debate as to whether or not official
event sponsorship is the most effective way to increase sales and
what has been happening appears to be fundamentally about
creativity versus convention."
Professor Simon Chadwick, founder and Director of CIBS, believes
that the World Cup is one of the globe's most important
competitions for sport business researchers:
"The tournament represents a major opportunity for CIBS to
further develop its research activities. Not only is it one of the
most important events in the sporting calendar, but it also brings
many sport business and sport management issues into sharp focus.
As such, observing, analysing and reporting on South Africa 2010
will help us to better understand many of the most important
emerging phenomena in sport.
"At CIBS, we will be taking a wide-ranging view of the
tournament as we examine several of the most important aspects of
the World Cup, while personally I will be closely monitoring
various aspects of marketing, branding, commercial strategy, event
management and security."
Professor Chadwick is a well-respected expert in sports
marketing and his opinion and comments have been sought throughout
the tournament by newspapers and broadcasters across the globe.
His interviews have been used in publications in Sweden, the US,
South Africa, France, Spain and even the Himalayan Times!
"It certainly is a hectic time for CIBS and the team is working
flat out on various projects including some for the next big event,
the 2012 Olympics" added Professor Chadwick
On Monday 28th June The Daily Telegraph published a 'Business of
the 2012 Olympic Games' special supplement, in which CIBS makes an
appearance.
For more information about Coventry University, please visit
their website here: www.coventry.ac.uk