日本スポーツマネジメント学会第2回セミナー講演録:スポーツスポンサーシップを科学する

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1

2 基調講演 スポーツスポンサーシップを科学する : 地域スポーツからスーパーボウルまで デイビッド スタットラー氏 ( 北コロラド大学教授 ) LG LG LG

3 LG LG LG LG LG Best-Worst Scaling Worst Louviere 2000 Category1 LG NFL JAPAN NFL JAPAN NFL or Category2 or

4 or Category3 LG Category4 LG Category5 Category6 Category7 LG LG Category8 Category9LG NFL NFL Category10 Category11

5 LG LG LG Category12 LG LG LG LG LG Category13 IOC Category14 DM DM LG PR LG NFL Category15

6 NFL Category16 LG LG Category17 Category18

7 B to B VIP NFL VIP VIP Category NFL Category19LG LG Category20 Category21 LG NFL JAPAN LG NFL JAPAN LG Category22 LG B to B Category23NFL

8 B to B LG LG 講演 2 NFL のスポンサーシップ戦略 ブランド価値を最大化する 町田光氏 (NFL JAPAN 株式会社代表 )

9 NG IR

10 NFL NFL NFL MLB MLB NFL NFL NFL NFL NFL NFL NFL NFL

11 Power of the NFL BRANDKey Consumer Insight In a world where people are doing more with less time. reconnect belong NFL The NFL is a powerful unifying force NFL NFL NFL brand positioning NFL NFL premiere sports and entertainment brandbrings people together, connecting them socially and emotionally like no other. NFL sociallyemotionally connect NFL brand positioning NFL NFL NFL brand positioning brand brand positioning NFL personalitynfl Leader, Strong and ConfidentNFL NFL NFL Positive and Progressive, informed and in-touchnfl

12 social ApproachableNFL Success-Oriented with High Standards NFL personality NFL NFL NFL personality NFL not tagline, but activation line CSR

13 NFL OVERVIEW activation NFL NFL NFL NFL NFL NFL NFL NFL NFL NFL NFL NFL NFL NFL north star north star Polaris Polaris north star NFL NFL NFL

14 NFL NFL integration NFL activation NFL integrate NFL NFL activation NFL NFL activation activation integrate co-brand NFL NFL NFL

15 MTV CM CM CM CM NFL activation NFL activation

16 NFL NFL NFL NFL family NFL CSR Play 60 NFL NFL

17 NFL NFL NFL activation NFL NFL NFL NFL NFL cobrand NFL NFL NFL NFL NFL IBM IBM B to B IBM NFL IBM NFL NFL IBM IBM NFL IBM NFL

18 NFL NFL NFL NFL NFL

19 NFL NFL 講演 3 アミノバイタル事業とスポーツマーケティング ( スポンサーシップ ) について 吉峯英虎氏 ( 味の素株式会社アミノ酸コンシューマープロダクト部長 )

20

21 JOC

22 JOC JOC

23 NHK MLB NFL NFL MLB USOC USOC

24

25 閉会の挨拶 : まとめに代えて 武藤泰明氏 (JASM 理事 早稲田大学教授 ) JOC JOC ROE

26 NFL

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