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Antonio Pagano is a sport marketing consultant, the direct marketing and valuing of teams and sport clubs. Providing company communication consultations and managerial training and team building courses.
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Introduction Antonio Pagano
A puzzle to put together piece by piece
Another book on sports marketing? Yes and no, but mainly no. This is indeed a book, but it is essentially the first book that focuses on marketing the sport of rugby, or as I like to call it: “oval” marketing.
Rugby is a strange sport, full of contradictions. On the one hand it is a game of strategy that relies on rigid and well-established rules, on the other hand it is a game whose tactics effectively allow a maximum of freedom, fantasy and improvisation on the field of play. It is difficult to describe the events of a match in predefined terms. By watching a game, one can establish a sense of the sport, which can then be further reduced to a singular objective: to score a goal. But just how a rugby teams goes about achieving this is another story entirely. The methods are left up to the initiative of the team, never to the individual, with a scope and breadth of tactics that are probably more diverse than in any other team sport. The game is the sum of all of these seemingly diverse and unpredictable autonomous actions, but in reality they are all closely interrelated. In the end, it must be said the whole is greater than the sum of its parts: the team as a whole is always greater than any individual athlete. This is the distinguishing characteristic of rugby, and this is the beauty of this unique sport.
Rugby is a strange sport, full of contradictions. On the one hand it is a game of strategy that relies on rigid and well-established rules, on the other hand it is a game whose tactics effectively allow a maximum of freedom, fantasy and improvisation on the field of play. It is difficult to describe the events of a match in predefined terms. By watching a game, one can establish a sense of the sport, which can then be further reduced to a singular objective: to score a goal. But just how a rugby teams goes about achieving this is another story entirely. The methods are left up to the initiative of the team, never to the individual, with a scope and breadth of tactics that are probably more diverse than in any other team sport. The game is the sum of all of these seemingly diverse and unpredictable autonomous actions, but in reality they are all closely interrelated. In the end, it must be said the whole is greater than the sum of its parts: the team as a whole is always greater than any individual athlete. This is the distinguishing characteristic of rugby, and this is the beauty of this unique sport.
Bringing these pieces together in this way, I have revisited each article, fleshing out certain ideas, updating others and organizing them into thematic chapters. After each chapter I have added an index and a glossary of terms that will help the reader to gain a better perspective on oval marketing. They are to be read as a whole, one after the other. It is my hope that the whole that the reader takes from this book will be greater than the sum of its parts. This is not meant to be a static report on the game of rugby, but rather a dynamic text that reveals the complexities of oval marketing with a sense of rigor and creativity, much like the sport of rugby itself, which forms the basis of my reflections in this book, and which reflects my marketing vision: sports marketing is marketing raised to its highest power. |
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ITA
ENG
