| Sport business can include a wide range of business activities related to sports. This could include businesses as diverse as equipment manufactures, retailers, sports medicine and stadium builders. |
体育商业涵盖了众多与体育有关商业活动。包括多种不同的行业，如：设备制造业，零售业，体育药品及体育场馆建造业。 |
| However, the definition is most appropriate for people who are involved in the buying and selling of sport content rights. International Management Group (IMG) is an example of a sports business company by that definition. |
然而，这个定义最适用于拥有体育用品购买权和销售权的人士。IMG集团就是这一定义下的一家体育商业公司。 |
| These companies are similar to media buying companies such as advertising agencies that work in between brands and advertising providers. |
这些公司类似于媒体购买公司，例如在品牌与广告供应商之间协调的广告代理商。 |
In the last 30 years advertising and sports have become increasingly interconnected. This trend has only just begun in China as sports are still at an early stage of development.
|
在过去的30年里，广告与体育之间的关系变得越来越紧密。这种趋势在中国才刚刚开始因为中国的体育还处于初级发展阶段。 |
| Sports business companies like IMG treat sports stars and sports events like brands to be marketed. |
像IMG这种体育商业公司，对待体育明星和体育赛事就像对待市场动作的品牌一样。
|
| These companies can act as managers for stars like Tiger Woods or for events such as the Soccer World Cup. |
这类公司为泰戈伍兹这样的体育明星或足球世界杯这种体育赛事担当经理人。 |
| They can also represent sports teams or stadiums such as the New York Yankees baseball team or the Supper Bowl stadium, which hosts the NFL'S premier event. |
他们也可以代表球队或体育场馆，如：纽约美国佬棒球队，举办美国足球国家联盟顶级赛事的圣杯体育馆。
|
| They can sell these rights in two directions. First they can sell advertising postitions to product or service companies for brand association and exposure. Second,they can sell the television broadcasting rights to stations or networks as content. |
这类公司通过两种途径销售使用权。一种是向提供产品或服务的公司用品牌宣公司销售广告席位。另一种是销售体育赛事的电视转播权及网络转播权。
|
| The key to this business is the popularity of the stars or the sporting evets. Popular sporting events and popular stars are very valuable to broadcasters. |
这一行业成功的关键在于体育赛事用明星的受欢迎程度。对于转播商而言，受欢迎的体育赛事及明星是价值连城的。 |
| Broadcasting exposure, in turn, creates high value to advertisers. |
同时，高转播率也为广告商创造了不菲的价值。 |
| Therefore it is in the interest of sport business specialistss to maximize exposure and event recognition. Hence, part of their job is also to in crease brand equity by clever public relations activities. |
由于曝光率的高低和体育赛事的认可程度是经营体育商业的行家的利益所在。因此他们工作的一部分便是巧妙地运用公众关系活动增加品牌价值。
|
| While these specialists are the drivers of sports business,many other industries feed off their success.Equipment manufactures like Wilson and sports clothing like Nike and Adidas closely associate themselves with this industry. |
这些行家在动作体育商业的同时，其他商家也从中获利。如Wilson这类体育设备制造商和耐克及阿迪达斯这种体育服装公司都与这一行业紧密相连。 |
| The rights owners, such as the stars, teams, and association bodies also work closely with the industry. The sport business industry has boomed in the west mainly in the last 30 years. This is largely a reflection of the development of the television broadcasting and advertising industries. |
所有权拥有者，如：体育明星、球队和团队组织也都与该行息息相关。最近三十年，体育商业在西方相当繁荣。在很大程度上反映了电视转播及广告业的发展。 |
| One thing for certain is that China's huge television audiences will lead to a large sport business industry in the near future. |
但有一点是可以肯定的，在不久的将来，中国庞大的电视观众群将会带动体育商业的繁荣。 |
