Assess the view that if sports organisations fail to innovate they will die. Use TWO examples to support your point of view

Assignment Brief

Assess the view that if sports organisations fail to innovate they will die. Use TWO examples to support your point of view..

You are expected to engage with the relevant academic and business literature to develop your assignment and shape your assessment of the issues. This can be a combination of both academic literature and material that can be acquired from relevant newspapers, business journals and so on. Some directed reading is available on the class MyPlace section to provide some initial reading. Make full use of the relevant electronic library sources.

• The number of references used is not confined to a minimum or maximum number. However, you should apply common sense i.e. avoid basing your assignment on one or two sources and avoid cluttering the assignment with too many references i.e. you are not doing a literature review for a dissertation. Around twenty references (academic and business-related), should be used as a guideline. I would recommend that your review of the academic literature should contain around 12 – 15 references.
• A detailed case study means precisely that. It is more than a couple of sentences or a paragraph. It should be structured around 500 – 600 words and provide evidence of either good practice i.e. where the organisations concerned succeed in their stated objectives, or bad practice i.e. where the initiatives have failed.
• The assignments ask you to evaluate, discuss or assess. Therefore, you should consider alternative views or schools of thought that may apply to the particular topic. You should ensure that you bring your own views to bear on the discussion – particularly as you come to the concluding section of the assignment.
• Avoid too much description of the background to the topic. This wastes words given the limitations of the word-count. You can include such information in an appendix. Remember appendices are NOT included in the word-count.
• Focus on the specific issue(s) that are raised in the assignment topic.
• Please note that the assignment has to be written in report format.

Sample Answer

Introduction

In today`s fast-changing world, innovation is essential for all businesses, including sports organisations. Innovation can mean introducing new technologies, improving fan engagement, changing business models, or even altering the way a sport is played or consumed. This report aims to assess the idea that if sports organisations do not innovate, they risk becoming irrelevant or collapsing altogether. Two examples, Formula 1 and Blockbuster sports clubs (e.g., European Super League failure) are used to highlight both successful and unsuccessful innovation. The report draws on academic and business sources to support this evaluation.

The Importance of Innovation in Sports Organisations

Innovation in sports organisations refers to new ideas, technologies, or strategies introduced to improve performance, fan experience, financial stability, and relevance. This may include:

• Digital transformation (streaming, apps, data analytics)

• New formats (e.g., The Hundred in cricket)

• Commercial innovations (sponsorship, merchandising)

• Social impact strategies (inclusion, sustainability)

According to Ratten (2016), innovation in sport is directly linked to survival in competitive markets, especially as audiences demand faster, more interactive, and more ethical entertainment.

Example 1: Formula 1 (Successful Innovation)

Formula 1 (F1) has shown how innovation can revive a sport’s popularity and financial strength. Over the last decade, the sport was criticised for being too technical and lacking fan engagement. However, several key innovations have helped reshape F1:

• Digital Transformation: The launch of F1 TV and the Netflix series Drive to Survive attracted younger audiences and global fans (BBC, 2022).

• Sustainability: Introduction of hybrid engines and a pledge to go carbon-neutral by 2030 reflects environmental innovation.

• Fan Engagement: Interactive content, esports competitions, and social media presence have made the sport more accessible and exciting.

As a result, F1’s global audience increased by 11% in 2021, with significant growth among the 16–35 age group (F1 Media, 2022). Liberty Media’s acquisition and strategic vision revitalised the brand.

This shows that innovation can directly impact growth, relevance, and fan loyalty.

Continued...