第40巻第3号【論説】スポーツ・ビジネスにおけるブランド

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1 National Football League NFL National Football League ( NFL) J

2 NFL 1) 1) (

3 (Starbucks) Starbucks Experience 2) Starbucks Experience 2) [1998] Experience

4 NFL NFL NFL NFL NFL NFL NFL

5 27 NFL NFL NFL Walter Camp Massasoit William Heffelfinger Allegheny Latrobe 1899 NFL Cardinals 1900 William C. Temple Duquesne Country 1902 National Football League

6 Green Bay Packers Indian Packing Company 500 Packers (APFA) 100 APFA APFA 22 APFA APFA APFA NFL APFA (NFL) NFL NFL NFL 5 500

7 NFL Green Bay Packers 2500 Green Bay Packers NFL 1926 C. C. Pyle Bears NFL (AFL) 9 NFL NFL NFL 1927 NFL NFL NFL NFL NFL 1933 NFL NBC 1935 NFL 1927

8 NFL 1936 AFL NFL 1937 AFL 1938 NFL NFL Carr Carl Stock NBC NFL AFL 6 AFL 1941 NFL Elmer Layden NFL NFL All-American Football Conference (AAFC) 1946 Layden Steelers Bert Bell NFL AAFC NFL National-American Football League National American 1951 Abraham Watner NFL 50,000 Rams

9 31 NFL 75,000 DuMont Network 1953 NFL 1954 Canadian Football League (CFL) NFL NFL NFL 1955 NBC DuMont 100,000 Free Agent 1956 NFL Players Association (NFLPA) NFLPA CBS NFL 1957 Pete Rozelle ( NFL ) Rams 1959 American Football League (AFL) 1960 Lamar Hunt 1959 AFL 8 AFL 10 NFL AFL NFL NFL NFL NBC CBS NFL

10 NFL NFLPA 3 NFL 1960 Pete Rozelle NFL Rozelle AFL NFL Minneapolis AFL 1 27 NFL Minnesota Dallas NFL 1 28 Oakland AFL 1 30 NFL AFL NFL AFL AFL NFL AFL ABC 5 AFL 16,000 21, AFL 32,183 NFL AFL ABC NFL NBC NFL 1 615, ,000 NFL 9 30

11 33 NFL 1962 AFL 20,973 NFL 465 CBS AFL NFL Baltimore NFL NFL Properties Inc. NFL NFL NFL NFL Properties NFL Detroit Lions NFL AFL Jets Raiders NBC 1963 AFL 926,000 NFL AFL AFL NFL 1964 AFL NBC NFL Rozelle Ed Sabol s Blair Motion Pictures NFL Films NFL Films Properties NFL

12 CBS NFL NFL NFL Atlanta AFL Miami Harris (38 ) 41 NFL CBS NFL AFL 700 NFL AFL NFL 28 AFL NFL CBS NFL NFL AFL NFL AFL 5 NFL 1966 NFL AFL 6 8 Rozelle

13 NFL AFL NFL AFL NFC AFC NFL AFL NFL National Football Conference American Football Conference NFL Rozelle NFL CBS NBC AFL-NFL Packers Oilers Rice Stadium Astrodome Oilers 1969 Monday Night Football 1970 ABC Monday Night Football NFC CBS AFC NBC ( ) CBS NBC NFLPA NFLPA NBC 2398

14 CBS Rozelle 1973 NBC 7500 NPO NFL Charities NFL Properties NFL World Football League Rozelle NFL AFL WFL NFLPA NFL NFLPA NFL Rozelle 3 ABC 16 Monday Night Football 4

15 37 CBS NFC NBC AFC Louis Harris Sports 70 NFL CBS NFL 1976 CBS CBS-New York Times NFL CBS CBS 1400 NFL NFLPA CBS Sports/New York Times

16 NBC NFL 2 NFL Films NFL 1986 NBC 4 CBS 10 ABC United States Football League (USFL) NFL NFL NFL NBC ABC CBS NBC ESPN 16 NFL CBS NFLPA NFLPA NFL NFL

17 39 USFL NFL USFL NFL USFL USFL Rozelle 1989 Rozelle NFL AFL NFL Rozelle NFL AFL 1 NFL NFL Properties NFL NFL NFL NFL Films NFL AFL NFL 1 16 NFL

18 Rozelle AFC NFC 11 5 Paul Tagliabue NFL B NFL Charities Tagliabue Sunday-night Games Turner Broadcasting 4 4 TV ABC CBS NBC ESPN TNT 36 TV American Bowl NFL Player Advisory Council 12 NFL NFL Taguliabue NFL Neil Austrian COO NFL World League NFL NFL International Week NFL NFL Taguliabue

19 41 NFL World Partnership Program NFL NFL NFLPA Europe League FOX Europe League 4 FOX CBS NFL FOX 3 23 World League NFL Sunday Ticket World League NFL ABC News (35%) (16%) (12%) 1996 Baltimore Browns Cleveland NFL Browns Cleveland Cleveland Pete Rozelle 1997 NFL NFL NFL NFL 10 5

20 NFL NFL 8 ABC (Monday Night Football) Fox (NFC) CBS (AFC) ESPN (Sunday Night Cable Package) NFL World League NFL Europe League Rozelle NFL Taguliabue NFL FOX Europe League NFL Europe League NFL 100 NFL Europe League NFL NFL 4

21 43 NFL Rozelle NFL AFL 2 NFL NFL NFL NFL Monday Night Football NFL NFL NFL

22 Aaker, David A., [1996], Building Strong Brands, Free Press. D.A. [1997] Morgan, John, [1997], Glory For Sale, Bancroft Press. National Football League Properties Inc., [1999], The NFL Century, Smithmark Publishers. Neft, David S., Richard M. Cohen, Rick Korch, [1999] The Sports Encyclopedia: Pro Football (17 th Ed.), St. Marin s Press. NFL, [2000], NFL2000 Record & Fact Book, National Football League. Zeithaml, Valarie A., Mary Jo Bitner, [1996], Service Marketing, McGraw-Hill. D.A. [1994] David A. Aaker, [1991] Managing Brand Equity, Free Press. D.A. [2000] David A. Aaker, Erich Joachimsthaler, [2000], Brand Leadership, Free Press. [1995] [2000] Kevin Lane Keller, [1998], Strategic Brand Management, Prentice-Hall. [1998] BP Howard Schultz, Dori Jones Yang, Pour Your Heart Into It, Hyperion Books. R [2000] John R. Rossiter, Larry Percy, [1997] Advertising Communications and Promotion Management (2 nd ed.), McGraw-Hill.

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