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    IEC in Sports

    Singfat Chu ; Josh Burack

    • Reference: IVEY-9B11E039-E

    • Year: 2011

    • Number of pages: 3

    • Geographic Setting: Thailand

    • Publication Date: Feb 3, 2012

    • Source: Ivey Business School (Canada)

    • Type of Document: Case

    • Industry Setting: Arts, Entertainment, Sports and Recreation;

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    Description

    A Stockholm-based sports broadcasting firm with five international offices is facing uncertain contract renewals by its current clients from several geographic territories. It must determine the likelihood of profitability if it purchases the global broadcasting rights of the Portuguese Soccer League (Liga Zon Sagres) for the upcoming 2011-2012 season.

    Learning Objective

    The case is suitable in courses that cover simulation. It is an ideal tool to handle probabilistic assumptions that are made on (1) the likelihood of each client renewing or else finding a back-up client and (2) the estimated revenue from current and back-up clients. Using simulation, students construct a distribution of total revenue straddling the 11 uncertain territories, and estimate the risk of losing money if the global broadcasting rights are purchased. The case provides for a lively discussion on risk management, business negotiations, and managerial decision making.

    Keywords

    Ivey/NUS Probabilistic and Statistical Modeling Revenue Management Risk management Sensitivity analysis Simulation Sports Marketing Sweden Thailand