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History of SEM LESSON 1. 2 History of SEM LESSON 1. 2

History of SEM LESSON 1. 2 History of SEM LESSON 1. 2

History of SEM LESSON 1. 2 History of SEM LESSON 1. 2

History of SEM LESSON 1. 2 History of SEM LESSON 1. 2

History of SEM LESSON 1. 2 History of SEM LESSON 1. 2

History of SEM LESSON 1. 2 History of SEM LESSON 1. 2

History of SEM LESSON 1. 2 History of SEM LESSON 1. 2

History of SEM LESSON 1. 2 History of SEM LESSON 1. 2

History of SEM LESSON 1. 2 Increase in Those Following Sports & Entertainment History of SEM LESSON 1. 2 Increase in Those Following Sports & Entertainment

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History of SEM LESSON 1. 2 History of SEM LESSON 1. 2

History of SEM LESSON 1. 2 History of SEM LESSON 1. 2

History of SEM LESSON 1. 2 History of SEM LESSON 1. 2

History of SEM LESSON 1. 2 History of SEM LESSON 1. 2

History of SEM LESSON 1. 2 History of SEM LESSON 1. 2

History of SEM LESSON 1. 2 History of SEM LESSON 1. 2

History of SEM LESSON 1. 2 History of SEM LESSON 1. 2

History of SEM LESSON 1. 2 History of SEM LESSON 1. 2

History of SEM LESSON 1. 2 History of SEM LESSON 1. 2

History of SEM LESSON 1. 2 History of SEM LESSON 1. 2

History of SEM LESSON 1. 2 According to data from bleacherreport. com, NHL league History of SEM LESSON 1. 2 According to data from bleacherreport. com, NHL league attendance for the 2014 -2015 season topped 21. 4 million, up 250, 000 from the previous season

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History of SEM LESSON 1. 2 Over 75 percent of movies in the top History of SEM LESSON 1. 2 Over 75 percent of movies in the top 50 all-time highestgrossing films (before inflation) were released after the year 2000. The highest grossing film in the 70 s was Star Wars, at just under $800 million and in the 80 s was E. T. , at just $750 million.

History of SEM LESSON 1. 2 In the summer of 2015, History of SEM LESSON 1. 2 In the summer of 2015, "Jurassic World" needed just 13 days in theater to surpass $1 billion in gross sales, a new record The previous record of 17 days was set just a few months prior by "Fast and Furious 7"

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History of SEM LESSON 1. 2 History of SEM LESSON 1. 2

History of SEM LESSON 1. 2 History of SEM LESSON 1. 2

History of SEM LESSON 1. 2 History of SEM LESSON 1. 2

History of SEM LESSON 1. 2 History of SEM LESSON 1. 2

History of SEM LESSON 1. 2 Global events like Wimbledon, the Tour de France, History of SEM LESSON 1. 2 Global events like Wimbledon, the Tour de France, FIFA World Cup, Olympic Games, the Iditarod and Cannes Film Festival attract world-wide attention, providing an exceptional marketing opportunity for ticket sales, sponsorship sales, licensing and merchandise opportunities and provide a major economic impact for host cities

History of SEM LESSON 1. 2 In 2010, ESPN, CANAL + Events and Tignes History of SEM LESSON 1. 2 In 2010, ESPN, CANAL + Events and Tignes Ski & Snowboard Resort (in France) launched the first Winter X Games to be held outside the United States, and X Games Munich 2013 demonstrated the growth in global appeal of the event when 47. 5 hours of action were broadcast across ESPN’s various platforms, including 26. 5 hours on live television

History of SEM LESSON 1. 2 The global demand for footwear and sports apparel History of SEM LESSON 1. 2 The global demand for footwear and sports apparel continues to grow with international brands like China’s Li Ning and Germany’s Adidas and Puma fiercely competing with American brands like Nike and Under Armour for market share

History of SEM LESSON 1. 2 A number of NBA stars have recently either History of SEM LESSON 1. 2 A number of NBA stars have recently either opted out of relationships with American brands to pursue deals with Chinese sportswear brands or recently signed contracts to endorse brands, including Dwyane Wade who left Jordan Brand for Li-Ning last year, Klay Thompson who has his own signature shoe (the “KT FIRE”) with Anta, and Kevin Love wears a new Chinese shoe brand, 361 Degrees

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History of SEM LESSON 1. 2 Prominent american sport are making a push to History of SEM LESSON 1. 2 Prominent american sport are making a push to expand their presence overseas by hosting regular season games (not exhibition games) outside of the United States

History of SEM LESSON 1. 2 In the 2014 -15 NBA season, two regular History of SEM LESSON 1. 2 In the 2014 -15 NBA season, two regular season games were played internationally, one in Mexico City between the Houston Rockets and Minnesota Timberwolves, and one in London between the Milwaukee Bucks and New York Knicks at The O 2

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History of SEM LESSON 1. 2 Streaming music services continue to grow with Pandora History of SEM LESSON 1. 2 Streaming music services continue to grow with Pandora leading the way with 77 million active users (the service actually has over 250, 000 registered users) while both Spotify and i. Heart. Radio report having more than 60 million active users

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History of SEM LESSON 1. 2 In 1994, Nike’s soccer brand revenues were $40 History of SEM LESSON 1. 2 In 1994, Nike’s soccer brand revenues were $40 million. In 2014, the company reported soccer revenues of more than $2 billion (adidas’ soccer division also surpassed $2. 7 billion in sales).

History of SEM LESSON 1. 2 NFL media fees are projected to double to History of SEM LESSON 1. 2 NFL media fees are projected to double to $8 billion annually by the end of the decade

History of SEM LESSON 1. 2 Centerplate, the leading hospitality partner to North America's History of SEM LESSON 1. 2 Centerplate, the leading hospitality partner to North America's premier sports, convention and entertainment venues, is now also the fastest growing restaurant chain in America, according to Nation's Restaurant News. Centerplate serves over 115 million guests per year.

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History of SEM LESSON 1. 2 Television audiences continue to grow in size while History of SEM LESSON 1. 2 Television audiences continue to grow in size while sports and entertainment properties expand the various means for distributing content (social media, streaming etc) The 2015 NBA Finals on ABC between the Miami Heat and San Antonio Spurs was broadcast in 215 countries and 47 languages

History of SEM LESSON 1. 2 The 2015 NBA Finals on ABC between the History of SEM LESSON 1. 2 The 2015 NBA Finals on ABC between the Cavs and Warriors was broadcast in 215 countries and 47 languages and averaged nearly 20 million viewers, the highest number of viewers for a NBA Finals since Michael Jordan retired from the Chicago Bulls (the 2014 Finals averaged 15. 5 million viewers)

History of SEM LESSON 1. 2 The NBA continues to be a leader in History of SEM LESSON 1. 2 The NBA continues to be a leader in embracing social media surpassing 400 million likes and followers combined across all league, team and player pages on Facebook, Twitter, Instagram, Sina and Tencent. The NBA was the first professional sports league to exceed one billion videos viewed on its You. Tube channel and now has more than 1. 3 billion videos viewed overall (according to nba. com).

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History of SEM LESSON 1. 2 The value of major league sport franchises continues History of SEM LESSON 1. 2 The value of major league sport franchises continues to grow at a furious pace. In 1973, the late George Steinbrenner bought the New York Yankees for just under $9 million. In 2015, Forbes magazine valued the historic franchise at $3. 2 billion (click here to view the entire list of MLB franchise valuations).

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History of SEM LESSON 1. 2 ESPN’s annual “Sports. Nation Survey” found that a History of SEM LESSON 1. 2 ESPN’s annual “Sports. Nation Survey” found that a whopping 90% of male respondents claimed to be sports fans on some level Over 50% of respondents claimed to more of a sports fan they were five years ago 58% of respondents would prefer to receive free season tickets to their favorite sports team than be promoted at work. 40% of those participating in the 2012 Sports. Nation Survey said they had traveled 250 miles or more to attend a sporting event

History of SEM LESSON 1. 2 Fans have, in a limited number of occasions, History of SEM LESSON 1. 2 Fans have, in a limited number of occasions, successfully organized on behalf of a cancelled television series to lobby networks to bring back their favorite show (examples include Chuck in 2010 and Community in 2012 while prompting Netflix to resurrect cult hit series Arrested Development)

History of SEM LESSON 1. 2 The intensity levels of fandom vary, ranging from History of SEM LESSON 1. 2 The intensity levels of fandom vary, ranging from a casual sports fan who might take in one NBA game per year to those fans that put the “fan” in “fanatic” (and otherwise engage in behavior that other fans might otherwise find to be irrational)

History of SEM LESSON 1. 2 Fans who go to extremes to show their History of SEM LESSON 1. 2 Fans who go to extremes to show their loyalty to their favorite team, band, actor or other celebrity are often referred to as “superfans”

History of SEM LESSON 1. 2 Self-proclaimed Clippers fan “Clipper Darrell” spent $12, 000 History of SEM LESSON 1. 2 Self-proclaimed Clippers fan “Clipper Darrell” spent $12, 000 customizing his BMW to reflect his love for the Los Angeles Clippers (complete with the license plate “CLIPERD”) Darrell has gone so far as to have his own personal dedicated website Because Clipper Darrell began charging people for public appearances, the Clippers franchise asked that he disassociate himself with the team in 2012. They would later sort the issue out and Darrell returned to his regular seats.

History of SEM LESSON 1. 2 A Washington Redskins superfan who goes by the History of SEM LESSON 1. 2 A Washington Redskins superfan who goes by the nickname “RG 3 Woman” dresses up in a gold bodysuit at home games to cheer on her favorite player

History of SEM LESSON 1. 2 In 2013, an Alabama football superfan passed away History of SEM LESSON 1. 2 In 2013, an Alabama football superfan passed away at the age of 91 but had attended 781 straight games Also in 2013, a lifelong Cleveland Browns superfan passed away (his family even encouraged everyone attending his funeral wear clothes supporting the team) but requested that the pallbearers be Cleveland Browns players, stating: "He respectfully requests six Cleveland Browns pall bearers so the Browns can let him down one last time. "

History of SEM LESSON 1. 2 Fandom explains why people propose at sporting events History of SEM LESSON 1. 2 Fandom explains why people propose at sporting events or feature a themed wedding centered on their favorite sports team

History of SEM LESSON 1. 2 The Green Bay Packers have 360, 760 “shareholders” History of SEM LESSON 1. 2 The Green Bay Packers have 360, 760 “shareholders” who own “stock” that have no value and cannot be traded (not to mention a waiting list of 115, 000 more fans waiting for the chance to buy more shares when they become available again)

History of SEM LESSON 1. 2 On opening night, Activision says that approximately 1. History of SEM LESSON 1. 2 On opening night, Activision says that approximately 1. 5 million gamers lined up outside 13, 000 stores to buy a copy of Modern Warfare 3 at midnight USA Today published a story suggesting the number of people calling in to work sick the day after Call of Duty is release results in a significant increase University of Kentucky fans paid between $7, 500 to $12, 500 for the opportunity to attend a basketball camp (called John Calipari Basketball Fantasy Experience) and “essentially experience what it’s like to be a Kentucky basketball player”

History of SEM LESSON 1. 2 The existence of fandom is what ultimately fuels History of SEM LESSON 1. 2 The existence of fandom is what ultimately fuels today’s non -stop, around the clock media coverage of celebrities and sports stars and drives a culture in which athletes and celebrities are often quickly forgiven for highly publicized transgressions when they perform

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History of SEM LESSON 1. 2 While many media pundits publicly chastised Le. Bron History of SEM LESSON 1. 2 While many media pundits publicly chastised Le. Bron James’ decision to announce which team he would be joining in a one hour ESPN special, the show (aptly named “The Decision”) drew very high ratings as nearly 10 million people tuned in to watch

History of SEM LESSON 1. 2 Despite all the scrutiny surrounding singer Chris Brown History of SEM LESSON 1. 2 Despite all the scrutiny surrounding singer Chris Brown (including his widely publicized assault of then-girlfriend Rihanna, a disturbance in a nightclub with rapper Drake, and poor album reviews), his 2013 release of “Fortune” managed to debut at the top of the Billboard 200 chart

History of SEM LESSON 1. 2 After an ugly divorce between the Green Bay History of SEM LESSON 1. 2 After an ugly divorce between the Green Bay Packers and its former star quarterback, Brett Favre was booed loudly when he returned to Lambeau Field in an opposing jersey. Fast forward to the summer of 2015 when 67, 000 tickets to watch his Packer Hall-of-Fame induction sold out in in an hour and a half (and he received a 4 minute standing ovation from the crowd when he came onto the field).

History of SEM LESSON 1. 2 Because of the strong emotional connection fans maintain History of SEM LESSON 1. 2 Because of the strong emotional connection fans maintain with their favorite sports teams, wins and losses on the grandest of stages can yield incredible influence (both positive and negative) on a community at large

History of SEM LESSON 1. 2 After struggling with one of the worst national History of SEM LESSON 1. 2 After struggling with one of the worst national disasters in US history (Hurricane Katrina), fans in the New Orleans area often cited the New Orleans Saints Super Bowl win as an inspiration for the city’s resurrection

History of SEM LESSON 1. 2 Representing their country just four months after a History of SEM LESSON 1. 2 Representing their country just four months after a devastating tsunami rocked Japan, their women’s soccer team pulled off one of the greatest upsets in sports history by defeating the heavily favored Germans in the 2011 World Cup and, ultimately, beating the United States in the championship game. “Our playing is to be an encouragement for the victims of the disaster, ” said Coach Norio Sasaki after the monumental victory while the headline in the New York Times the following day read: “A Resilient Team Soothes a Nation. ”

History of SEM LESSON 1. 2 On the flip side, after losing in extra History of SEM LESSON 1. 2 On the flip side, after losing in extra time in the World Cup final to Germany, a large crowd of Argentinian fans turned violent and destructive, including setting fires and rioting, a scene which required police intervention and many arrests to contain

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History of SEM LESSON 1. 2 Because of the high levels of loyalty created History of SEM LESSON 1. 2 Because of the high levels of loyalty created by fandom, companies often create marketing strategies that try to connect their brands with fans (consumers)