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Case study
Publication date: 7 June 2021

Muralee Das and Susan Myrden

Resource-based view (RBV) theory (Barney, 1991; Barney and Mackey, 2016; Nagano, 2020) states that a firm’s tangible and intangible resources can represent a sustainable…

Abstract

Theoretical basis

Resource-based view (RBV) theory (Barney, 1991; Barney and Mackey, 2016; Nagano, 2020) states that a firm’s tangible and intangible resources can represent a sustainable competitive advantage (SCA), a long-term competitive advantage that is extremely difficult to duplicate by another firm, when it meets four criteria (i.e. not imitable, are rare, valuable and not substitutable). In the context of this case, we believe there are three sources of SCA to be discussed using RBV – the major league soccer (MLS) team player roster, the use of artificial intelligence (AI) technologies to exploit this roster and the league’s single-entity structure: • MLS players: it has been widely acknowledged that a firm’s human resource talent, which includes professional soccer players (Omondi-Ochieng, 2019), can be a source of SCA. For example, from an RBV perspective, a player on the Los Angeles Galaxy roster: > cannot play for any other team in any other league at the same time (not imitable and are rare), > would already be a competitive player, as he is acquired to play in the highest professional league in the country (valuable) and > it would be almost impossible to find a clone player matching his exact talent characteristic (not substitutable) anywhere else. Of course, the roster mix of players must be managed by a capable coach who is able to exploit these resources and win championships (Szymanski et al., 2019). Therefore, it is the strategic human resource or talent management strategies of the professional soccer team roster that will enable a team to have the potential for an SCA (Maqueira et al., 2019). • Technology: technology can also be considered a source of SCA. However, this has been a source of contention. The argument is that technology is accessible to any firm that can afford to purchase it. Logically, any MLS team (or for that matter any professional soccer team) can acquire or build an AI system. For many observers, the only obvious constraint is financial resources. As we discuss in other parts of the case study, there is a fan-based assumption that what transpired in major league baseball (MLB) may repeat in the MLS. The movie Moneyball promoted the use of sabermetrics in baseball when making talent selection (as opposed to relying exclusively on scouts), which has now evolved into the norm of using technology-centered sports analytics across all MLB teams. In short, where is the advantage when every team uses technology for talent management? However, if that is the case, why are the MLB teams continuing to use AI and now the National Basketball Association (NBA), National Football League (NFL) and National Hockey League are following suit? We believe RBV theorists have already provided early insights: > “the exploitation of physical technology in a firm often involves the use of socially complex firm resources. Several firms may all possess the same physical technology, but only one of these firms may possess the social relations, cultural traditions, etc., to fully exploit this technology to implementing strategies…. and obtain a sustained competitive advantage from exploiting their physical technology more completely than other firms” (Barney, 1991, p. 110). • MLS League Single-Entity Structure: In contrast to other professional soccer leagues, the MLS has one distinct in-built edge – its ownership structure as a single entity, that is as one legal organization. All of the MLS teams are owned by the MLS, but with franchise operators. The centralization of operations provides the MLS with formidable economies of scale such as when investing in AI technologies for teams. Additionally, this ownership structure accords it leverage in negotiations for its inputs such as for player contracts. The MLS is the single employer of all its players, fully paying all salaries except those of the three marquees “designated players.” Collectively, this edge offers the MLS unparalleled fluidity and speed as a league when implementing changes, securing stakeholder buy-ins and adjusting for tailwinds. The “socially complex firm resources” is the unique talent composition of the professional soccer team and most critically its single entity structure. While every team can theoretically purchase an AI technology talent management system, its application entails use across 30 teams with a very different, complex and unique set of player talents. The MLS single-entity structure though is the resource that supplies the stability required for this human-machine (technology) symbioses to be fully accepted by stakeholders such as players and implemented with precision and speed across the entire league. So, there exists the potential for each MLS team (and the MLS as a league) to acquire SCA even when using “generic” AI technology, as long as other complex firm factors come into play.

Research methodology

This case relied on information that was widely reported within media, press interviews by MLS officials, announcements by various organizations, journal articles and publicly available information on MLS. All of the names and positions, in this case, are actual persons.

Case overview/synopsis

MLS started as a story of dreaming large and of quixotic adventure. Back in 1990, the founders of the MLS “sold” the league in exchange for the biggest prize in world soccer – the rights to host the 1994 Fédération Internationale de Football Association World Cup before they even wrote up the business plan. Today, the MLS is the highest-level professional men’s soccer league competition in the USA. That is a major achievement in just over 25-years, as the US hosts a large professional sports market. However, MLS has been unable to attract higher broadcasting value for its matches and break into the highest tier of international professional soccer. The key reason is that MLS matches are not deemed high quality content by broadcasters. To achieve higher quality matches requires many inputs such as soccer specific stadiums, growing the fan base, attracting key investors, league integrity and strong governance, all of which MLS has successfully achieved since its inception. However, attracting high quality playing talent is a critical input the MLS does not have because the league has repeatedly cautioned that it cannot afford them yet to ensure long-term financial sustainability. In fact, to guarantee this trade-off, the MLS is one of the only professional soccer leagues with an annual salary cap. So, the question is: how does MLS increase the quality of its matches (content) using relatively low cost (low quality) talent and still be able to demand higher broadcast revenues? One strategy is for the MLS to use AI playing technology to extract higher quality playing performance from its existing talent like other sports leagues have demonstrated, such as the NFL and NBA. To implement such a radical technology-centric strategy with its players requires the MLS to navigate associated issues such as human-machine symbioses, risking fan acceptance and even altering brand valuation.

Complexity academic level

The case is written and designed for a graduate-level (MBA) class or an upper-level undergraduate class in areas such as contemporary issues in management, human resource management, talent management, strategic management, sports management and sports marketing. The case is suitable for courses that discuss strategy, talent management, human resource management and brand strategy.

Details

The CASE Journal, vol. 17 no. 2
Type: Case Study
ISSN: 1544-9106

Keywords

Article
Publication date: 1 March 2006

John S. Hill and John Vincent

In 2005 Manchester United was taken over by US businessman Malcolm Glazer, in part because of the club's brand name prominence in the global sport of soccer. This paper examines…

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Abstract

In 2005 Manchester United was taken over by US businessman Malcolm Glazer, in part because of the club's brand name prominence in the global sport of soccer. This paper examines how Manchester United rose to a pre-eminent position in world football through its on-field performances and its off-the-field management strategies. It shows how the club took its storied history into world markets to take full advantage of globalisation, the opportunities extended through the English Premier League's reputation and developments in global media technologies. Astute management of club resources is identified as the major factor in global brand management.

Details

International Journal of Sports Marketing and Sponsorship, vol. 7 no. 3
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 6 February 2017

Tyreal Yizhou Qian, Jerred Junqi Wang, Winston Wen-hao Chou, Euisoo Kim, James J. Zhang and Bo Gong

The purpose of this paper is to examine the impact of Chinese youth’s attention to and involvement with Chinese soccer and its professional league, the Chinese Super League (CSL)…

Abstract

Purpose

The purpose of this paper is to examine the impact of Chinese youth’s attention to and involvement with Chinese soccer and its professional league, the Chinese Super League (CSL), on their level of satisfaction.

Design/methodology/approach

A survey study was employed to test the hypotheses. Research participants (n=948) were students from five major universities that represented each of the five main geographic regions of China. Data were randomly assigned into two halves: one half for CFA (n=474) and the other half for structural equation modeling (SEM) (n=474). Mplus 7.0 was used to conduct both the CFA and SEM.

Findings

The findings of this study indicated an overall lack of attention to and involvement with Chinese soccer and CSL among Chinese youths. Discussions have been presented on the causes of the lack of youth passion for Chinese soccer and suggestions have been articulated to improve the effectiveness and efficiency of policy formulation, business operation and marketing strategy.

Originality/value

The present study built on the extant sport management literature, demonstrated the complexity of consumers’ cognition and conation in the professional soccer setting, and revealed counter-intuitive relationship between attitudinal traits and behavioral patterns, which in turn provided unique insights for Chinese professional soccer marketers, managers and administrators.

Details

International Journal of Sports Marketing and Sponsorship, vol. 18 no. 1
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 16 November 2023

Noel Hyndman, Irvine Lapsley and Christina Philippou

The primary purpose of this paper is to provide an analysis of the key perspectives that emerge in this Accounting, Auditing & Accountability Journal (AAAJ) Special Issue as a…

Abstract

Purpose

The primary purpose of this paper is to provide an analysis of the key perspectives that emerge in this Accounting, Auditing & Accountability Journal (AAAJ) Special Issue as a basis for determining the existence or otherwise of a Soccer Society, as well as reflecting on the challenges that evidence of corruption in soccer (the beautiful game) has had on the game to date. Reflections on these matters are then utilised to offer a prospective analysis of issues for further research.

Design/methodology/approach

The paper is a reflective analysis that draws on existing societal work to provide key dimensions of accounting and accountability for significant organisations in the world of sport in general and soccer in particular.

Findings

Much prior research on soccer has largely focussed on the internal workings of soccer organisations, with little discussion of the importance of context. This paper explores the influence of the game more broadly. Moreover, a number of the papers included illustrate an overwhelming sense of joy and pleasure from experiences of the beautiful game, as well as providing evidence of the general societal good that can flow from it. However, the study also highlights concerns emanating from weak, and seemingly pliable, governance, regulatory and accountability regimes that provide a fertile field for corruption and sportswashing.

Research limitations/implications

This paper highlights a research agenda as an encouragement to interdisciplinary accounting researchers to investigate accountability and governance issues as a basis for evidence-based discussions of the impact of soccer and its regulation.

Originality/value

This paper specifically, and the Special Issue more broadly, offers a set of original empirical and theoretical contributions with respect to an activity that has faced limited scrutiny and consideration by academic accountants. Together, they offer a substantive body of work to enable future research in this area.

Details

Accounting, Auditing & Accountability Journal, vol. 37 no. 2
Type: Research Article
ISSN: 0951-3574

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Article
Publication date: 1 January 2003

Elizabeth Jowdy and Mark McDonald

This case study demonstrates how a start-up professional sport league, the Women's United Soccer Association (WUSA), successfully incorporated an interactive fan festival into its…

Abstract

This case study demonstrates how a start-up professional sport league, the Women's United Soccer Association (WUSA), successfully incorporated an interactive fan festival into its inaugural Championship Weekend. Prior to revealing the details of the WUSA event, the history and rationale of interactive fan festivals is outlined. Also highlighted are the key marketing concepts applied (relationship marketing, brand management, experiential branding) in order to assist sport properties interested in using the interactive fan festival as a marketing tool in the future.

Details

International Journal of Sports Marketing and Sponsorship, vol. 4 no. 4
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 11 July 2016

Fahri Karakaya, Peter Yannopoulos and Margarita Kefalaki

– As an exploratory study, the purpose of this paper is to examine the underlying motivations for attending soccer games.

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Abstract

Purpose

As an exploratory study, the purpose of this paper is to examine the underlying motivations for attending soccer games.

Design/methodology/approach

Attendees at two soccer games in Athens, Greece were surveyed about their frequency of attendance at soccer games and their attitudes toward soccer. In total, 252 people from five randomly selected sections of the stadiums participated in the survey.

Findings

The results indicate that there are three major motivations – emotional excitement, socialization, and soccer atmospherics – and two identity salience factors – ardent soccer fans and rational soccer fans – for attending soccer games. The most important factor for attendance is being an ardent soccer fan closely followed by the emotional excitement factor. Among the demographic factors considered, only gender significantly affects soccer game attendance.

Originality/value

In contrast to previous studies that are somewhat descriptive, this research explicitly introduces factors related to social identity theory and attempts to predict soccer game attendance on the basis of a scale of factors that focus on the major motivations for attendance of soccer games, identity salience reasons, and demographic factors. The inclusion of social identity theory as a factor in the attendance of soccer games is a major contribution of this study. Contrary to most of the earlier studies, this study showed that the socialization factor is not related to attendance at soccer games.

Article
Publication date: 11 July 2020

Jin Ho Yun, Philip J. Rosenberger and Kristi Sweeney

The purpose of the paper is to contribute to the extant sport marketing literature by positing fan engagement, team brand image and cumulative fan satisfaction with the team as…

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Abstract

Purpose

The purpose of the paper is to contribute to the extant sport marketing literature by positing fan engagement, team brand image and cumulative fan satisfaction with the team as factors influencing attitudinal and behavioural soccer (football) fan loyalty, with enduring involvement with the team as a moderator.

Design/methodology/approach

A convenience sample of Australian A-League soccer fans completed a paper-and-pencil, self-administered survey to evaluate their team on the focal constructs. A total of 207 participants were recruited from a major Australian east-coast university.

Findings

Using partial least squares-structural equation modelling (PLS-SEM), the study found that fan engagement influences both team brand image and cumulative fan satisfaction, while team brand image also influences cumulative fan satisfaction, and both of these constructs influence attitudinal loyalty and behavioural loyalty. The moderating role of enduring involvement was also found for two relationships: team brand image → attitudinal loyalty and team brand image → behavioural loyalty, along with a mediating role of attitudinal loyalty.

Originality/value

This study increases our understanding of the reasons why soccer fans are committed to and exhibit fan-related behaviours for a team, thus contributing to the sports-marketing literature on the relationships amongst fan engagement, team brand image, cumulative fan satisfaction, attitudinal loyalty and behavioural loyalty, along with the moderating role of enduring involvement. The findings also assist sports-marketing practitioners to formulate more effective, fan-centric marketing-communication strategies leading to a larger loyal fan base.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 3
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 8 May 2018

Mohamed F.A. Ebrahim, N. David Pifer, Saad Ahmed Saad Shalaby, Karim Mohamed Mahmoud El Hakim, Hosam El Dien El Sayed Mubarak and James J. Zhang

The Egyptian Premier League (EPL) holds a prominent place in Egypt’s sporting culture and serves as the stage for some of Africa’s most competitive soccer clubs. However, the…

Abstract

Purpose

The Egyptian Premier League (EPL) holds a prominent place in Egypt’s sporting culture and serves as the stage for some of Africa’s most competitive soccer clubs. However, the actual competitive balance in this league has come under scrutiny in recent years as the two historically dominant Cairo clubs, Ahly and Zamalek, continue to retain the EPL championship. A major concern is that the competitive imbalance of the EPL may actually be hampering the league’s progress and the progress of soccer in Egypt. In order to more closely assess this situation, the purpose of this paper is to use historical EPL performance data to conduct a series of competitive balance analyses on league results from 1948 to 2014. The findings revealed that competition in the league is almost nonexistent as Ahly and Zamalek continue to enjoy a number of direct and indirect financial benefits that are unrealized by their competitors. The dominance of these clubs has compromised the elements of match uncertainty and drama that are traditionally viewed as being important to the prestige and financial achievements of leagues and teams. Discussion is therefore offered for how the EPL could go about resolving some of its organizational and competitive balance issues.

Design/methodology/approach

This study adopted four basic measures of competitive balance to conduct descriptive analyses on EPL data that were collected from egyptianfootball.net and the Rec Sport Soccer Statistics Foundation. These analyses began with the EPL’s inaugural season (1948-1949) and extended to the conclusion of the 2014-2015 season. During this timeframe, seven seasons were canceled due to global and political tensions and four more went unfinished. Because these seasons were excluded, the total sample size consisted of 56 seasons, each of which contained between 10 and 24 EPL teams. The data were analyzed using variations of the following competitive balance measures: the range and standard deviation of winning percentages, the ratio of the standard deviation/Noll-Scully approach, the Herfindahl-Hirschman Index, and five-club concentration ratio.

Findings

The results confirmed that the league is largely imbalanced, leading the authors to recommend systemic and structural changes that could help promote competitive balance in the league. The call for competitive balance in the EPL was bolstered by a literature review of studies that advocated for parity in professional sports leagues. In the end, the researchers recommend the EPL to improve its organizational policies and consider a revised revenue-sharing system that would allow the small-market teams to survive and thrive.

Originality/value

The EPL holds a prominent place in Egypt’s sporting culture and serves as the stage for some of Africa’s most competitive soccer clubs. The primary purpose of this study was to perform a series of competitive balance analyses on EPL results from 1948 to 2015 in an effort to better understand the various degrees of competitiveness in the league during this time.

Details

International Journal of Sports Marketing and Sponsorship, vol. 19 no. 2
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 1 April 2005

Maria K Hopwood

Public relations practice in sport is not always evident, yet to the contemporary sports business, it has much to offer. This paper explores the value of public relations to…

Abstract

Public relations practice in sport is not always evident, yet to the contemporary sports business, it has much to offer. This paper explores the value of public relations to professional sports organisations. Cricket was chosen in particular because although it does not enjoy the same popularity as soccer in the UK, it has an extremely loyal fan base and widespread support at grass roots level. A critical finding from this research is that the communications strategies recommended for use in cricket are equally applicable to other sports.

Details

International Journal of Sports Marketing and Sponsorship, vol. 6 no. 3
Type: Research Article
ISSN: 1464-6668

Content available
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Abstract

Details

Leadership & Organization Development Journal, vol. 27 no. 4
Type: Research Article
ISSN: 0143-7739

Keywords

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