tailieunhanh - Ebook Sport and Corporate Nationalisms: Part 2

(BQ) The world of sport is saturated with the signs and images of multinational corporations. But what effect does the relationship between sport and international corporate capitalism have on national identities? From the growth of women's soccer in the US to the corporate use of sport after 9/11, sporting events and their corporate partners have a profound impact on collective imaginations. Sport and Corporate Nationalisms explores the logics and practices underlying the marketing initiatives of major conglomerates and their influence on the shaping of national cultures. Corporations depend on sport as a vital marketing vehicle for inserting their interests into the lives of local consumers. | 9 SEGA Dreamcast National Football Cultures and the New Europeanism Philip Rosson Commercial sponsorships have become an important element in most sports. This is certainly true in English football where since the early 1980s shirt and kit sponsorships have generated important revenues for clubs at all levels. Companies increasingly view sponsorships as an effective way to promote their corporate and or product brands. This chapter presents a case study of SEGA Europe s use of a football shirt sponsorship in the launch of its new video gaming console and brand the Dreamcast in the UK market. The sponsorship sought to capitalize on the popularity of football among the prime market segment for its product and to benefit from television and other media exposure. The case study outlines the circumstances that led SEGA Europe and Arsenal FC to partner with each other as well as subsequent developments. It was prepared using secondary sources and interviews with key informants in football organizations sports marketing firms and football Introduction SEGA Enterprises a Tokyo-based video game company launched its new Dreamcast console in the Japanese market on November 27 1998. North American and European introductions were planned for September 1999. SEGA expected that the Dreamcast console would challenge Sony s PlayStation for market leadership. Management at SEGA s European subsidiary was considering football shirt sponsorships as one element in its launch and market development plans. Why football Because it was the number one sport in Europe and its fans demographics increasingly mirrored those for video gamers. In addition television was broadcasting more and more football games often on a panEuropean basis providing valuable exposure for companies and their brands. Therefore football seemed ideally suited to communicating with those most 167 Sport and Corporate Nationalisms interested in buying the Dreamcast. This was particularly the case in the UK

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