The new media platform provides an additional promotion and distribution channel for sport organizations. Many sport organizations use new media to disseminate information and products because it is easy to use for both organizations and consumers. Consumers also increase their new media usage to retrieve sporting news and watch games. Leading sport organizations such as Major League Baseball (MLB) and Manchester United have different language pages to serve the international fans. You should know from module readings that it is important for sport organizations to develop effective new media plans to serve local customers. Read the articles surrounding World Rugby’s strategic plan to continue to grow its global footprint and how it leveraged new media. In addition to the articles provided in the module Reading and Resources area, you should use other Sports Business Journal articles and sources to complete a new media proposal for one emerging market of World Rugby.
Imagine that you are the new media manager for an emerging market that World Rugby is approaching. Create a presentation to propose what you would do to use new media to market World Rugby to the local market.
In your presentation, be sure to include the following critical elements:
● Evaluate the current status of new media approach in this emerging market for Rugby. What types of rugby programs and events do they carry to the local market? What are the strengths of current media approach? What is missing or lacking?
● Analyze the local new media infrastructure and usage preference. (Note: You need to consider the broadband capacity if you want to provide live-stream video. Also, you need to consider the local regulations. For example, does Chinese government allow Facebook usage? If not, do they have their own local social media sites?)
● Describe your new media ideas to enhance World Rugby’s exposure to the local market. Remember to identify clear goals (e.g., increase video stream membership, generate awareness of World Rugby stars, etc.) of each approach.
