A Comparative Study of Market Entry Strategies in Sport Leagues: Two Australian Examples
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 March 2002
Abstract
Sport leagues are subject to the potential market entry of new leagues playing essentially the same sport. The economic analysis of market entry and exit is used to interpret two Australian cases of new league entry. These new entrants were World Series Cricket (cricket) and Super League (rugby league). The role of the media in the creation of both new leagues was crucial, providing commercial rationale, seed-funding and organizational capabilities. In addition, strategic input competition for venues and players helped weaken the incumbent league. The two cases analyzed provide a template for intending sport league entrants.
Keywords
Citation
Forster, J. and Pope, N.K.L. (2002), "A Comparative Study of Market Entry Strategies in Sport Leagues: Two Australian Examples", International Journal of Sports Marketing and Sponsorship, Vol. 4 No. 1, pp. 31-47. https://doi.org/10.1108/IJSMS-04-01-2002-B005
Publisher
:Emerald Group Publishing Limited
Copyright © 2002 by Winthrop Publications Limited