Kenneth Shropshire - Faculty Research in Knowledge@Wharton

From Soccer to the Super Bowl: Measuring How and Where Fans 'Consume' Sports

Wed, 02 Feb 2011 15:51:26 EST

When Andres Iniesta scored the deciding goal that sealed Spain's victory in the 2010 World Cup held in South Africa last summer, it was the climax of several weeks of all-encompassing coverage for ESPN and ABC. Yet it was just the beginning of a project undertaken by the Wharton Customer Analytics Initiative (WCAI), a research center whose goal was to measure the interactions in viewers' media usage across ESPN/ABC's various digital media platforms.

Tackling the Concussion Issue: Can the NFL Protect Both Its Players and Its Product?

Wed, 10 Nov 2010 14:15:08 EST

Following a series of concussions suffered by National Football League players during games on October 17, the NFL handed out fines and said it would immediately start suspending players for helmet-to-helmet hits. For the NFL, long-standing concerns about traumatic brain injury raise a number of questions, including: Was the League's response to the rash of concussions last month an over-reaction, or too little too late? And how does the resulting publicity affect the long-term viability and popularity of the game?

Big Game(s): College Basketball's Full-court Money Press

Wed, 31 Mar 2010 14:51:19 EST

The Sweet Sixteen, the Elite Eight, the Final Four: It's that time of year again, when college basketball fans everywhere are betting on who will win this year's National Collegiate Athletic Association (NCAA) tournament. But forget the fans. The big winners in terms of money are spread all over the playing field, from the network broadcasting the games to the ticket sellers to the colleges that attract the players. How did the NCAA get to be such a money-making powerhouse?

Brazil's Gold: How Rio Won Its Olympic Bid

Wed, 03 Mar 2010 15:50:03 EST

Last fall, after losing previous bids, Rio de Janeiro -- Brazil's second-largest city -- won the approval of the International Olympic Committee to host the 2016 Summer Olympic Games. According to Carlos Roberto Osorio, secretary general of the Brazilian Olympic Committee, this time around, Rio had learned from its earlier failed bids and had the success of hosting the 2007 Pan American Games under its belt. That, combined with Brazil's "special circumstances" of economic stability amid the global downturn, helped it to beat out rival cities. In an interview with Wharton professors Felipe Monteiro and Ken Shropshire, Osorio discussed the winning bid and the challenges that lie ahead.

Comcast and NBC Universal: The Rise of a Content King?

Wed, 14 Oct 2009 15:33:51 EST

Philadelphia-based Comcast, the largest cable company in the U.S., has made a bid to merge its operations with NBC Universal -- home to the NBC television network, Universal Studios and popular cable channels including Bravo, USA, CNBC and MSNBC. If the deal goes through, it would create a programming giant, allowing Comcast to produce and distribute content throughout its cable networks and on web sites such as Hulu, which is partially owned by NBC Universal. Steve Ennen, managing director of the Wharton Interactive Media Initiative, spoke with Wharton marketing professor Pete Fader and Ken Shropshire, professor of legal studies and business ethics, about what the deal could mean for content distribution and for consumers.

The Financial Crisis Reaches a New Arena: Professional Sports

Wed, 10 Dec 2008 17:25:28 EST

For decades, sports have existed in a protective bubble. Even in recessions, fans could be counted on to keep buying tickets to games and keep beefing up the huge television audiences that draw top dollar from advertisers. But the current recession seems to be bursting the bubble. Says Wharton professor Eric Bradlow: "Advertising revenue is down. Corporate boxes and corporate sponsorships are going to be down. There's no question the [financial crisis] is going to affect the economics of the sports industry."

Doing a Sports Deal? Get Personal

Wed, 28 May 2008 14:38:10 EST

As in any negotiation, money and performance will usually make or break a sports contract deal. But emotions can be a wild card, according to Wharton Sports Business Initiative director Kenneth L. Shropshire. During a recent Wharton presentation, he talked about the non-financial incentives that helped seal contract deals with star athletes Alex Rodriguez, Reggie White and others; his relationships with boxing promoter Don King and 1984 Olympics organizer Peter Ueberroth, and the importance of personal relationships in getting deals done.

Navigating Olympic Sponsorship: Marketing Your Brand without Alienating the World

Wed, 16 Apr 2008 16:43:25 EST

Images of Chinese guards and local police protecting the Olympic torch on its journey to Beijing were hardly the kind of publicity the IOC or the Chinese government were hoping for. Nor can the 12 "Worldwide Olympic Sponsors" be thrilled at the latest images of hand-to-hand street fighting. How can sponsors make the August Olympics a brand builder for their products rather than a public relations nightmare for their companies? Wharton professors suggest they figure out a way to reap the benefits of associating with the event while maintaining reputations for corporate social responsibility outside China.

Baseball, Steroids and Business Ethics: How Breaches of Trust Can Change the Game

Wed, 20 Feb 2008 15:18:03 EST

When former Senator George Mitchell finally released his report on performance-enhancing drugs in Major League Baseball last December, many of its conclusions came as no surprise to baseball fans, most of whom had heard the allegations of steroid use for years. With fans aware of such egregious behavior, why has attendance at games continued to climb? Are baseball's "consumers" impervious to ethical lapses? No, say Wharton professors, but the case demonstrates how bias, competition and a lack of oversight can work together to create an ethically toxic atmosphere -- in any field.

Next Moves in a Global Economy: Podcasts from the 2007 Wharton Economic Summit

Wed, 23 May 2007 17:16:03 EST

During the recent 2007 Wharton Economic Summit, Knowledge@Wharton recorded nine podcasts with speakers and panelists at the event, whose theme was "Next Moves in a Global Economy." The interviews are with Jeffrey R. Lurie, owner of the Philadelphia Eagles Football Club; Shellye L. Archambeau, CEO of MetricStream; Ramkrishan (Remi) Hinduja, chairman of HTMT Global Solutions, together with Sashi P. Reddi, CEO of Applabs Technologies; Marc Utay, managing director of Clarion Capital Partners; Kenneth Shropshire, director of the Wharton Sports Business Initiative; Shiv V. Khemka , vice chairman, SUN Group; Clark Callander, managing director of Savvian; Amy Errett, CEO of Olivia, and William L. Mack, senior principal, Apollo Real Estate Advisors.

Scouting for the Best Athletes (or Analysts): Character vs. Performance

Wed, 02 May 2007 09:59:26 EST

The world of pro sports may look a lot more exciting than life in the office, but in reality -- when you strip away the glamour and media attention -- the bottom line for success is not too different on the playing field than it is in the business world. Character is what counts the most, whether you are scouting for a new quarterback in the NFL draft or hiring a young commodities trader. That was the message from top sports executives who participated in a 2007 Wharton Economic Summit panel called, "Leadership Lessons Learned from Sports," sponsored by the Wharton Sports Business Initiative.

The Legacy of Sugar Ray Robinson: Boxer, Celebrity and Businessman

Wed, 07 Mar 2007 14:51:20 EST

Kenneth Shropshire knows sports. He is director of Wharton's Sports Business Initiative, president of the Sports Lawyers Association, a former executive with the Los Angeles Olympic Organizing Committee, and a football player during his undergraduate days at Stanford. He has written The Business of Sports; In Black and White: Race and Sports in America, and Basketball Jones: America Above the Rim. His newest book is titled, Being Sugar Ray: The Life of Sugar Ray Robinson, America's Greatest Boxer and First Celebrity Athlete. He spoke with Knowledge@Wharton about why he wrote the book and what impact Sugar Ray Robinson has had on sports, society, race relations and business.

Brand It Like Beckham: Can the Soccer Star Sustain the Hype?

Wed, 24 Jan 2007 15:12:24 EST

The sports world went into overdrive this month when it was announced that soccer star David Beckham had signed a landmark five-year sports contract worth an estimated $250 million to play soccer with the Los Angeles Galaxy. But what many Wharton sports and marketing experts are wondering is whether Beckham can live up to the hype surrounding the deal and produce enough star power to not only boost the team's revenue, but also raise the profile of Major League Soccer in the U.S.

Star Blight: The Perils of Celebrity Endorsements

Wed, 06 Sep 2006 14:30:41 EST

Floyd Landis's potential as a product endorser dropped faster than a cyclist speeding down a mountain road when he tested positive for synthetic testosterone after winning this summer's Tour de France. Sports columnists denounced him even as the companies that had invested tens of millions in him and his team dropped their sponsorships. Landis, of course, isn't the only celebrity or athlete who managed to misbehave this summer. Consider sprinter Justin Gatlin, French soccer player Zinedine Zidane, actor Mel Gibson and Philadelphia Phillies pitcher Brett Myers. Yet as marketing experts and others note, celebrity wrongdoing is more than just fuel for gossip columns. Athletes and celebrities push all manner of products and services, and their downfalls can tarnish the brands and companies they endorse. "The perils of these endorsements are consistently underestimated," says one expert.

Has Major League Baseball Hit a Foul in Its Recent Skirmish with Online Fantasy Leagues?

Wed, 14 Jun 2006 15:41:34 EST

Major League Baseball's decision to square off with CBC Distribution and Marketing, an online baseball fantasy-league operator based in St. Louis, Mo., might make good legal sense, but it's bad for business, according to Wharton faculty and baseball industry spectators. For several years, CBC paid a fee to the Major League Baseball Players Union for the right to use players' names and stats for its virtual leagues, in which fans draft pro players onto imaginary teams and then compete with each other based on their players' statistics. But last year, Major League Baseball Advanced Media bought the Internet and wireless rights to the names and stats from the union, and informed CBC that it wouldn't renew its license. CBC has filed a law suit in response, but the league isn't backing down. By picking a fight with CBC -- and the $1.5 billion fantasy league industry -- baseball risks alienating fans, damaging its brand and sacrificing future revenues for a small gain, experts say.

From Pro Footballer to Businessman: You're a Rookie All Over Again

Wed, 05 Oct 2005 16:04:41 EST

Hall of Fame footballer Ronnie Lott is sitting in front of a classroom, lecturing a small group of fellow players about the importance of learning the playbook. But the playbook that he is discussing has nothing to do with running and tackling. Lott is counseling a group of current and former NFL players on making the transition from pro football to business. It's part of a year-long executive education program called "Entrepreneurial Management: Transitioning with Success," organized by the Wharton Sports Business Initiative and sponsored by the NFL and the NFL Players Association. Lott's talk is one of the follow-up sessions that are a key part of the program, which focuses on everything from financial analysis and entrepreneurship to real estate development and stock market investing.

The Business of Sports

Wed, 25 Aug 2004 22:17:55 EST

The sports business is unlike any other. In traditional businesses, for example, cooperation among competitors is regarded as collusion and is illegal, but in the multi-billion-dollar sports industry, rivals must cooperate in order to make profits. In The Business of Sports, Wharton professors Scott R. Rosner and Kenneth L. Shropshire present a range of readings about such issues and highlight the unique challenges that leaders of the sports industry face.

CEOs Are Ridiculed for Huge Salaries: Why Aren't Athletes and Entertainers?

Wed, 19 Nov 2003 14:50:39 EST

Actors, athletes and executives are among the most populous inhabitants of the rarified atmosphere of multimillion dollar incomes. Why is it, then, that corporate executives are coming under fire for excessive pay when athletes like Michael Jordan and entertainers like Oprah Winfrey seem to stir no such feelings of resentment? Part of the answer, suggest Wharton faculty and others, is that people see – and get – a direct benefit from what athletes and entertainers provide.

David Beckham and the Selling of European Football

Wed, 13 Aug 2003 00:00:00 EST

Earlier this summer, an earthquake shook the world of football. Spanish team Real Madrid, considered by many the best team in the world, signed David Beckham, the icon of sports marketing who, until then, had played for England�s Manchester United. Beyond its impact on the world of football � called �soccer� in the U.S. � this move is part of a deliberate management strategy aimed at transforming football into a world-class marketing machine. The message is clear: �It is no longer enough to score goals,� says one observer. �You also have to sell jerseys.�

Has the Kingdom of Disney Lost its Magic?

Wed, 11 Sep 2002 00:00:00 EST

The Walt Disney Company is suffering these days, with sagging revenues, declining theme park attendance, and poor ABC ratings. Why is it so hard for Disney to keep up its once golden reputation, and what lies ahead for the company and CEO Michael Eisner? Wharton faculty and other experts point to a number of troublesome issues facing Disney, including a weak economy, some unhappy board members and the fickle, high-stakes entertainment business.

An Above-the-Rim Look at Basketball

Wed, 06 Jun 2001 00:00:00 EST

Why has basketball become the most popular sport in the U.S. and the second-most popular one in the world? That is the question that Kenneth Shropshire, chair of the Wharton legal studies department, and Todd Boyd, a professor at the University of Southern California, sought to answer when they edited their book, �Basketball Jones: America Above the Rim.� The selected essays explore everything from the cultural politics of dunking to questions of race and gender in basketball.

Corporate Sponsorships of Stadiums and Other Institutions Don�t Always Pay Off

Wed, 09 May 2001 00:00:00 EST

In today�s tight economy, a corporate sponsorship strategy may satisfy the funding needs of stadiums, museums or medical institutions while also delivering brand recognition to the corporations. Then again, it may not, especially if the sponsors haven�t properly researched the deal. One potential problem: ego gratification.

Will Minorities Rise to Top Positions in the Business of Sports?

Wed, 01 Sep 1999 11:38:11 EST

Michael Jordan. Muhammad Ali. Tiger Woods. These black U.S. athletes became household names after making their mark in basketball, boxing and golf. But despite their evident success, why have members of minority communities failed to rise to the top in the business of sports? Kenneth L. Shropshire, a professor of legal studies and real estate at Wharton, has strong opinions about that. His research and teaching focus on, among other things, the legal, business and social aspects of sports and entertainment. His book In Black and White: Race and Sports in America, published by New York University Press, addresses the absence of minorities, particularly African-Americans, in positions of power in the sports business.