Considering Entertainment-Games Websites in Sports Marketing: The Case of Stick Cricket

Research output: Contribution to journalArticle

Abstract

Stick Cricket is a website visited by over 2 million unique users every month with each user averaging over 20 minutes per visit. The website is positioned outside the sporting website category by Internet research firms and this oversight does not consider the valuable consumer segments that these types of websites may hold. This case study describes the business decisions of the websites’ developers in taking a flash-based computer game and creating a website that has been transformed into a sporting portal. The factors that contribute to this success are discussed and provide useful tips for website developers and sports marketers.
LanguageEnglish
Pages98-109
JournalInternational Journal of Sports Marketing and Sponsorship
Volume8
Issue number1
Publication statusPublished - Oct 2006

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Web sites
Entertainment
Sport marketing
Cricket
Developer
Computer games
Internet research
Factors
Marketers
Oversight

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@article{ecfacbd6cd9b4014be195fa03737c984,
title = "Considering Entertainment-Games Websites in Sports Marketing: The Case of Stick Cricket",
abstract = "Stick Cricket is a website visited by over 2 million unique users every month with each user averaging over 20 minutes per visit. The website is positioned outside the sporting website category by Internet research firms and this oversight does not consider the valuable consumer segments that these types of websites may hold. This case study describes the business decisions of the websites’ developers in taking a flash-based computer game and creating a website that has been transformed into a sporting portal. The factors that contribute to this success are discussed and provide useful tips for website developers and sports marketers.",
author = "Kitchin, {Paul James}",
note = "Reference text: Aura Sports (2005). Aura Sports Fan Survey: Stick Cricket Results and Overview. London: Aura Sports. BBC (2006). India Makes Massive Rights Sale. BBC Online, [Online] Located at; http://news.bbc.co.uk/sport1/hi/cricket/other_international/india/4723630.stm Accessed on 3rd July 2006. Beech, J., Chadwick, S. & Tapp, A. (2000). Surfing in the premier league: key issues for football club marketers using the Internet. Managing Leisure, 5, 51-64. Brown, M.T. (2003). An analysis of online marketing in the sport industry: User activity, communication objectives, and perceived benefits. Sport Marketing Quarterly, 12(1), 48-55. Burmaster, A. (2006). How does sport score in online entertainment? Sport Business Journal, April, 112, 29. Carlson, J., Rosenberger, P., & Muthaly, S. (2001). Splitting the uprights: An exploratory study of the information content of Australian rules football and rugby league professional sport websites. American Marketing Association, 402-404. Caskey, R.J. & Delpy, L.A. (1999). An examination of sport web sites and the opinion of web employees toward the use and viability of the world-wide-web as a profitable sports marketing tool. Sport Marketing Quarterly, 8(2), 13-24. Cricinfo (2006). Media Kit: Audience. Cricinfo.com [Online], Located at; http://uk.cricinfo.com/db/MEDIAKIT/audience.html, accessed 16th February, 2006. Delpy, L. & Bosetti, H.A. (1998). Sports management and marketing via the world-wide-web. Sport Marketing Quarterly, 7(1), 21-27. Duncan, M. & Campbell, R.M. (1999). Internet users: How to reach them and how to integrate the Internet into the marketing strategy of sport businesses. Sport Marketing Quarterly, 8(2), 35-41. Evans, D.M. & Smith, A.C.T. (2004). The Internet and competitive advantage: A study of Australia’s four premier professional sporting leagues. Sport Management Review, 7, 1, 27-56. FIFA (2006). Men’s and Youth’s Ranking and Statistics. FIFA.com [Online], Located at; http://www.fifa.com/en/mens/statistics/rank/compare.html?static=5, accessed 8th September, 2006. Filo, K & Funk, D.C. (2005). Congruence between attractive product features and virtual content delivery for Internet marketing communication. Sport Marketing Quarterly, 14(2), 112-122. Gillentine, A. & Schulz, J. (2001). Marketing the fantasy football league: Utilization of simulation to enhance sport marketing concepts. Journal of Marketing Education, 23(3), 178-186. Gupta, A. (2004). The globalisation of cricket: The rise of the non-west. The International Journal of the History of Sport, 21(2), 257-276. Helm, S. (2000). Viral marketing: Establishing customer relationships by 'word-of-mouse'. Electronic Markets, 10(3), 158-161. Hitwise (2005). Hitwise top 10 cricket sites. Sport Business Journal, November. Hopwood, M. (2005). Public relations practice in English county cricket. Corporate Communications: An International Journal, 10(3), 201-212. Hunt, K.A., Bristol, T, and Bashaw, R.E. (1999). A conceptual approach to classifying sports fans. Journal of Services Marketing, 13(6), 439-452. Kahle, L.R. & Meeske, K. (1999). Sports marketing and the Internet: It's a whole new ball game. Sport Marketing Quarterly, 8(2), 9-12. Mintel (2004). Sport on Mobile Phones. London: Mintel. Mintel (2005). Massively Multiplayer Online Games (MMOS) and Mobile Video Games. London: Mintel. Mintel (2006). Cricket and Rugby. London: Mintel. Morris, D. (2004) The sports betting industry. In J. Beech and S. Chadwick (eds) The Business of Sport Management (pp. 431-451). London: Pearson Education. Mullin, B.J., Hardy, S. and Sutton, W. (1993) Sport Marketing, Human Kinetics Publishers, Champaign, Il. Nemzow, M (1999). E-commerce ‘stickiness’ for customer retention. The Journal of Internet Banking and Commerce [Online] Located at; http://www.arraydev.com/commerce/JIBC/9908-03.htm accessed 12th January, 2006. Pope, N.K.L. and Forrest, E.J. (1997). A proposed format for the management of sport marketing web sites. Cyber Journal of Sports Marketing, [Online] 1(2), Located at; http://pandora.nla.gov.au/nph-arch/H1998-Sep-2/http://www.cad.gu.edu.au/cjsm/Pope&Forrest.htm Accessed on 15th June 2006. Rao, K. (2006). Cricket Sponsorship: Lessons from the Indian Sponsor. Unpublished Masters Thesis. Saayman, M. & Uys, C. (2003). Profiling spectators at a one-day international cricket match. Journal of Sport and Tourism, 8(4), 293-301. Saayman, M., Saayman, A. & du Plessis, C. (2005). Analysis of spending patterns of visitors of three world cup cricket matches in Potchefstroom, South Africa. Journal of Sport and Tourism, 10(3), 211-221. Swains, H. (2006). Tendulkar snapped up by Saatchi. The Times Online. [Online] Located at; http://www.timesonline.co.uk/article/0,,426-2164812.html Accessed on 3rd July 2006. Sweeney Research (2004). The Sweeney Sports Report 2003-04. Sweeney Research: Melbourne. Weaver, P. (2006) Cricinfo ups tempo on turning clicks into cash. The Guardian [Online] Located at; http://sport.guardian.co.uk/cricket/story/0,,1710494,00.html accessed 16th February, 2006.",
year = "2006",
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journal = "International Journal of Sports Marketing and Sponsorship",
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T1 - Considering Entertainment-Games Websites in Sports Marketing: The Case of Stick Cricket

AU - Kitchin, Paul James

N1 - Reference text: Aura Sports (2005). Aura Sports Fan Survey: Stick Cricket Results and Overview. London: Aura Sports. BBC (2006). India Makes Massive Rights Sale. BBC Online, [Online] Located at; http://news.bbc.co.uk/sport1/hi/cricket/other_international/india/4723630.stm Accessed on 3rd July 2006. Beech, J., Chadwick, S. & Tapp, A. (2000). Surfing in the premier league: key issues for football club marketers using the Internet. Managing Leisure, 5, 51-64. Brown, M.T. (2003). An analysis of online marketing in the sport industry: User activity, communication objectives, and perceived benefits. Sport Marketing Quarterly, 12(1), 48-55. Burmaster, A. (2006). How does sport score in online entertainment? Sport Business Journal, April, 112, 29. Carlson, J., Rosenberger, P., & Muthaly, S. (2001). Splitting the uprights: An exploratory study of the information content of Australian rules football and rugby league professional sport websites. American Marketing Association, 402-404. Caskey, R.J. & Delpy, L.A. (1999). An examination of sport web sites and the opinion of web employees toward the use and viability of the world-wide-web as a profitable sports marketing tool. Sport Marketing Quarterly, 8(2), 13-24. Cricinfo (2006). Media Kit: Audience. Cricinfo.com [Online], Located at; http://uk.cricinfo.com/db/MEDIAKIT/audience.html, accessed 16th February, 2006. Delpy, L. & Bosetti, H.A. (1998). Sports management and marketing via the world-wide-web. Sport Marketing Quarterly, 7(1), 21-27. Duncan, M. & Campbell, R.M. (1999). Internet users: How to reach them and how to integrate the Internet into the marketing strategy of sport businesses. Sport Marketing Quarterly, 8(2), 35-41. Evans, D.M. & Smith, A.C.T. (2004). The Internet and competitive advantage: A study of Australia’s four premier professional sporting leagues. Sport Management Review, 7, 1, 27-56. FIFA (2006). Men’s and Youth’s Ranking and Statistics. FIFA.com [Online], Located at; http://www.fifa.com/en/mens/statistics/rank/compare.html?static=5, accessed 8th September, 2006. Filo, K & Funk, D.C. (2005). Congruence between attractive product features and virtual content delivery for Internet marketing communication. Sport Marketing Quarterly, 14(2), 112-122. Gillentine, A. & Schulz, J. (2001). Marketing the fantasy football league: Utilization of simulation to enhance sport marketing concepts. Journal of Marketing Education, 23(3), 178-186. Gupta, A. (2004). The globalisation of cricket: The rise of the non-west. The International Journal of the History of Sport, 21(2), 257-276. Helm, S. (2000). Viral marketing: Establishing customer relationships by 'word-of-mouse'. Electronic Markets, 10(3), 158-161. Hitwise (2005). Hitwise top 10 cricket sites. Sport Business Journal, November. Hopwood, M. (2005). Public relations practice in English county cricket. Corporate Communications: An International Journal, 10(3), 201-212. Hunt, K.A., Bristol, T, and Bashaw, R.E. (1999). A conceptual approach to classifying sports fans. Journal of Services Marketing, 13(6), 439-452. Kahle, L.R. & Meeske, K. (1999). Sports marketing and the Internet: It's a whole new ball game. Sport Marketing Quarterly, 8(2), 9-12. Mintel (2004). Sport on Mobile Phones. London: Mintel. Mintel (2005). Massively Multiplayer Online Games (MMOS) and Mobile Video Games. London: Mintel. Mintel (2006). Cricket and Rugby. London: Mintel. Morris, D. (2004) The sports betting industry. In J. Beech and S. Chadwick (eds) The Business of Sport Management (pp. 431-451). London: Pearson Education. Mullin, B.J., Hardy, S. and Sutton, W. (1993) Sport Marketing, Human Kinetics Publishers, Champaign, Il. Nemzow, M (1999). E-commerce ‘stickiness’ for customer retention. The Journal of Internet Banking and Commerce [Online] Located at; http://www.arraydev.com/commerce/JIBC/9908-03.htm accessed 12th January, 2006. Pope, N.K.L. and Forrest, E.J. (1997). A proposed format for the management of sport marketing web sites. Cyber Journal of Sports Marketing, [Online] 1(2), Located at; http://pandora.nla.gov.au/nph-arch/H1998-Sep-2/http://www.cad.gu.edu.au/cjsm/Pope&Forrest.htm Accessed on 15th June 2006. Rao, K. (2006). Cricket Sponsorship: Lessons from the Indian Sponsor. Unpublished Masters Thesis. Saayman, M. & Uys, C. (2003). Profiling spectators at a one-day international cricket match. Journal of Sport and Tourism, 8(4), 293-301. Saayman, M., Saayman, A. & du Plessis, C. (2005). Analysis of spending patterns of visitors of three world cup cricket matches in Potchefstroom, South Africa. Journal of Sport and Tourism, 10(3), 211-221. Swains, H. (2006). Tendulkar snapped up by Saatchi. The Times Online. [Online] Located at; http://www.timesonline.co.uk/article/0,,426-2164812.html Accessed on 3rd July 2006. Sweeney Research (2004). The Sweeney Sports Report 2003-04. Sweeney Research: Melbourne. Weaver, P. (2006) Cricinfo ups tempo on turning clicks into cash. The Guardian [Online] Located at; http://sport.guardian.co.uk/cricket/story/0,,1710494,00.html accessed 16th February, 2006.

PY - 2006/10

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N2 - Stick Cricket is a website visited by over 2 million unique users every month with each user averaging over 20 minutes per visit. The website is positioned outside the sporting website category by Internet research firms and this oversight does not consider the valuable consumer segments that these types of websites may hold. This case study describes the business decisions of the websites’ developers in taking a flash-based computer game and creating a website that has been transformed into a sporting portal. The factors that contribute to this success are discussed and provide useful tips for website developers and sports marketers.

AB - Stick Cricket is a website visited by over 2 million unique users every month with each user averaging over 20 minutes per visit. The website is positioned outside the sporting website category by Internet research firms and this oversight does not consider the valuable consumer segments that these types of websites may hold. This case study describes the business decisions of the websites’ developers in taking a flash-based computer game and creating a website that has been transformed into a sporting portal. The factors that contribute to this success are discussed and provide useful tips for website developers and sports marketers.

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JO - International Journal of Sports Marketing and Sponsorship

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