SPO102 Sports Marketing: Critical Analysis of Match-Fixing & Ethics

This essay critically examines the issue of match-fixing in sports, highlighting its impact on the integrity of the game and the broader sports industry. It identifies match-fixing as a significant threat, driven by illegal gambling and involving manipulation by players, officials, and referees. The essay references historical instances of match-fixing, including cases in football and other sports, and discusses the ethical implications and marketing challenges that arise for sports organizations. It also emphasizes the importance of ethical values, accountability, contribution, collaboration, and understanding patriarchal influences within sports organizations as part of their marketing strategies. The role of modern technology and social media in disseminating information and engaging with fans is also addressed, highlighting the need for sports marketers to adapt their strategies to maintain fan interest and provide reliable services. The essay concludes by underscoring the importance of ethical behavior and decision-making in the sports industry.

Running Head: SPORTS MARKETING 1
Sports marketing
Institution
Lecture
Student
Course
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Sports Marketing
Match-fixing
This is a way of obtaining indirect or direct financial gains from a match by predetermining the
final outcomes of the game. In most of the cases, it is linked with betting and the rules of the
game are less adhered to hence violating the laws of the game (Haberfeld & Sheehan). Illegal
gambling in sports fixing is the principal driver and it exists between the team officials, players
or the referees. Match-fixing has been termed by the governing bodies and the sports
administrators as a greater hazard to the integrity of sports as compared to doping. The impact of
game fixing will affect the whole competition hence affecting everyone involved, unlike doping
which affects an individual. Football matches are the most targeted for match-fixing (Oosthuizen
& Tinkler, 2001). Instances of game fixing can be found in the social media. Most of the people
who participate get caught and the repercussion they face becomes a lesson to those who would
wish to participate.
A stance is required as part of the argument
For a successful match-fixing, the rules of the game are manipulated and the decision and the
outcomes of the game are controlled. The gamblers get in touch with the players, governing body
or the referees who in return will determine the final results of the match in favor of the
gambler's side (Hill, 2013). The first occurrence of game fixing occurred in 1995. The match
was between Liverpool and Manchester United. The competition was fixed in favor of
Manchester who emerged the winner with two goals and evaded relegation. Besides, Robert
Hoyzer, the former German referee was convicted and imprisoned for a period of more than two
years after he accepted money to fix matches for Ante Sapina, who was a Croatian gambler.

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Robert was found guilty of fixing various matches involving Bundesliga clubs where he was paid
a huge sum in return. Another match-fixing scandal was when the Choi Sung Kuk, Southern
Korea footballer was banned from football sports for the rest of his life by FIFA after he was
found guilty of hippodroming in the South Korea k- league. In addition, in 2006 Italian football
was greatly affected by match-fixing scandals hence destroying its reputation. Italian
administrators discovered that some of the top performing clubs were linked with sport fixing
outrages. These performing clubs also commonly referred to as Serie A’s top clubs faced a huge
repercussion. For instance, Juventus Scudetto was withdrawn and they were demoted to Serie B
while Lazio and Fiorentina were given one-year injunction from participating in Europe
competitions (Steele & Opie, 2017.).
Industry Identification of issues and marketing implications for a Sports Person,
Organisation or industry.
Just like other organization, sports industry needs to deal with opportunities and challenges
related to globalization, telecommunication developments, technology and other labor force
trends. As sports fanatics ramp up for one season after another, the organization top sports
managers and media administrators meet in New York to attend a conference where they discuss
the latest and the most effective trends and insights concerning sports industry. The discussion is
aimed at debating on network opportunities, social media plans, content marketing and the
general influence of multinational sports media. The modern technology has enabled sports fans
to follow and watch their favorite games comfortably in their homes by using their laptops or
smartphones (Santos, [2014]). This has enabled the modern sports not only easily accessible but
also it is not confined to the stadiums only. In case there is an update for a certain team, the first

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place the update to be posted is in the social media. It is the duty of the sports marketers to keep
on updating fans and encouraging them to engage with the game in a more and freshly shared
content. They also participate in a live chat with the fans where they exchange views and ideas
hence developing a friendly and more reliable service. Sports marketing deviates from other
forms of marketing because their fans are acquainted with their preferred team. As a result,
sports marketers should come up with social media policies that are similar to strategies applied
by other business marketers though with some minor changes (Pedersen, 2011). Sports marketers
should implement a unique plan that maintains the interest of the fan. This is because sports fans
have the knowledge product that is their teams and are very interested to get the updates
concerning their team.
Critical and ethical perspectives on these issues and marketing implications for a Sports
Organisation
Ethical values are important morals of a quality and friendly sport. Ethical perception enables
organizations to identify and tackle challenges, viewpoints from diverse sources and provide the
industry with decision-making strategies (Byers, 2016). Administrative bodies in sports have
enhanced the promotion of these ethical values as part of their marketing strategies hence
committing themselves to the practice of ethical behavior (Byers, Slack, & Parent, 2012). Some
these core values include:
Accountability
Developing a clear accountability in an organization for key decision is very important as it
enhances the right leadership and prevents impunity in the management sector.
Contribution

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Sports organization should help their players in any game understand how their efforts and
commitment contribute to the group's achievement. It should also recognize and draw up the
diverse capability of every member.
Collaboration
Sports industry needs to know that they can count on other stakeholders who are not part of the
organization as they perform their task. This will enable them to achieve their goal by fostering a
good and trustworthy relationship with other stakeholders.
Patriarchy
It is important for an organization to understand and know how patriarchal control within the
society will affect decision making in the sports industry and also determines which sports
opportunities arise for both men and female players.

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Reference
Byers, T. (2016). Contemporary issues in sports management: a critical introduction. Los
Angeles: Sage.
Byers, T., Slack, T., & Parent, M. (2012). Concepts in Sports Management. London: SAGE
Publications.
Haberfeld, M. R., & Sheehan, D. (n.d.). Match-Fixing in International Sports [recurso
electrónico] Existing Processes, Law Enforcement, and Prevention Strategies. eBook :
Hill, D. (2013). The Insider's guide to match-fixing in football. Ontario: Anne McDermid &
Associates Ltd.
Oosthuizen, A., & Tinkler, G. (2001). The banjo players: cricket's match-fixing scandal. Hout
Bay [South Africa]: Riverside Publications.
Pedersen, P. M. (2011). Contemporary sports management. Champaign: Human Kinetics.
Santos, M. A. ([2014]). Strategies in sports marketing: technologies and emerging trends.
Hershey,: Business Science Reference.
Steele, S., & Opie, H. (2017.). Match-fixing in Sports Comparative Studies from Australia,
Japan, Korea and Beyond. Taylor & Francis.