Nike grant fortifies sports marketing program in China
■ i ne joini venxure will link tne university s Warsaw bports
Marketing program with a fledgling venture in China
By Kristy Hessman
Oregon Daily Emerald
Professors from the University’s
James H. Warsaw Sports Market
ing Center will soon be flying
across the Pacific to China, and
Nike will be footing the bill.
In the hopes of creating a major
sports market in China, Nike has
given a $150,000 joint grant to the
University’s sports marketing pro
gram and The Fudan University
School of Management in Shang
hai, China. The grant, which will
be spread over a three year period,
will be used to cover travel and
administrative costs.
“China features the largest pop
ulation in the world, yet its sports
marketing industry is truly in its
infancy,” Rick Burton, Director of
the Warsaw Sports Marketing
Center, said.
Developing trained leaders is
an essential part to China’s diver
sification in the sports market.
“When the leaders in China de
cided to make a credible bid for
the 2008 Olympics in Beijing they
needed to educate leaders in the
industry, so they came to us,”
Philip Romero the dean of the
Lundquist College of Business
said. “Our sports marketing pro
gram has been seen by many as
the best sports marketing program
in the country, if not the world.”
The partnership will place the
Lundquist College of Business
among several colleges and uni
versities throughout the world
that engage in faculty exchange
programs with Fudan’s School of
Management.
“Faculty from the Fudan Busi
ness school will come and sit in
on classes, and we will send pro
fessors over to China to teach,”
Romero said.
Contributions being made to
public institutions from private
businesses, “is a trend that we
have been seeing happen for quite
a while,” Michael Dreiling, a Uni
versity sociology professor, said.
And, it seems to be a trend that
may require a few questions.
“We have to ask the questions:
Where is this going? Are these
funds being used with integrity?”
Dreiling said. “It can be a problem
if the private interests determine
the direction the University will
go ... It’s a matter of accountabili
ty-”
In this case the University’s fo
cus is education.
“Nike is not trying to tell us
what to teach or how to teach it,”
Romero said. “We are preparing
our students for careers in busi
ness, and if we get the chance to
get a hold of qualified business
people then we will jump at the
chance.”
While Nike’s grant will aid the
University’s program, Nike will
gain from the project as well.
“The decision is very much in
Nike’s interest,” Romero said.
“But, it will be a long process, and I
admire them for taking the time. ”
Many involved say they think
the grant seems to truly reflect a
business relationship.
“It is an investment,” Dreiling
said. “And we shouldn’t be sur
prised to see that the investment
has returns.”
Despite the motives behind the
grant, many say they believe that
it will provide a more global per
spective from which business stu
dents will greatly benefit.
“Overall it is a win-win situa
tion because Fudan’s interests are
identical to ours,” Romero said.
“And it’s not because of the influ
ence of Nike but because of what
both schools will learn.”
( ( When the leaders in
China decided to make a
credible bid for the2008
Olympics in Beijing they
needed to educate lead
ers in the industry, so
they came to us. Our
sports marketing pro
gram has been seen by
many as the best... in
the country, if not the
world.
Philip Romero
Dean of the
Lundquist College ^
of Business /
MCC director
continued from page 1
ing back the students.”
Fuller-Shindler graduated in
1993 from Mills College in Califor
nia with a degree in writing and
video productions and a minor in
ethnic studies. After earning her
master’s degree in Africana stud
ies from Cornell University in
1995, she began working toward
her doctorate in anthropology at
the University of Florida in
Gainesville.
Fuller-Shindler focused her re
search interests on women of
culture, development of non
governmental agencies and non
profit corporations, and formu
lating initiatives that aid women
and children, particularly in resi -
dential communities and pro
gram housing.
And for the MCC, Fuller
Shindler’s background in working
with students in a multicultural
setting was part of the committee’s
preference for her filling the spot.
Before pursuing her doctorate, she
completed the core curriculum at
Florida as a graduate student in
counselor education, aimed at
school counseling.
Employed by the UF Dean of
Students Office for the past three
years as program coordinator,
Fuller-Shindler initiated and di
rected various programs including
leadership and diversity confer
ences and multicultural celebra
tions. Fuller-Shindler also served
at Florida as the multicultural ad
viser for the Asian Student Union
and the Native American Student
Association for the last three
years.
Fuller-Shindler will be filling the
position of MCC director from July
20,2000, through June 30,2001.
“The position has been offered
and accepted as interim director,”
Lobisser said. “The position does
not automatically roll over to a
permanent position. We will be
doing a search for a permanent di
rector, and Erica is fully eligible to
apply at that time.”
A stint as an interim director is
r
another area familiar to Fuller
Shindler, who worked as the inter
im director for the Institute of
Black Culture at UF for three terms
in 1997-1998 before serving as the
interim director of the Institute of
Hispanic/Latino Cultures during a
summer term.
With a wide variety and depth
of experience to draw from, she
says she is eager to begin.
“I’m excited about the level of
activism here on campus and
looking forward to further develop
it.”
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