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Up Rooting: Sports Marketing Analytics And Attendance In Major League Baseball, Adam Merkle, Catherine Hessick, Britton Leggett, Kenneth O'Connor, Larry Goehrig
Up Rooting: Sports Marketing Analytics And Attendance In Major League Baseball, Adam Merkle, Catherine Hessick, Britton Leggett, Kenneth O'Connor, Larry Goehrig
Association of Marketing Theory and Practice Proceedings 2020
Spurred by a continuous decline in Major League Baseball (MLB) ticket sales and attendance, this study examines external and internal factors affecting team financial performance. Using only secondary data, constructs for external factors (i.e. population, facility age, etc.), team offensive performance (i.e. at-bats, home runs, etc.), attendance, and revenue-based financial metrics were analyzed with PLS-SEM. The findings reveal external factors positively affect both attendance and team financials, but the relationship between a team’s offensive performance and team financials is fully mediated by attendance. The findings imply future sales growth may need to come from marketing strategies and promotional efforts beyond …
Revisiting The Beneficiaries Of The Scotus Ruling Striking Down Paspa, Sam Fullerton, Ronald Dick, Michael Mccall
Revisiting The Beneficiaries Of The Scotus Ruling Striking Down Paspa, Sam Fullerton, Ronald Dick, Michael Mccall
Association of Marketing Theory and Practice Proceedings 2020
A Supreme Court ruling in 2018 essentially rendered restrictions on sports gambling to run counter to states’ rights, thus in conflict with the Constitution of the United States. As a consequence, 13 states and the District of Columbia now have legalized sports gambling. Initial research into the consequences of this ruling identified 12 potential beneficiaries. Subsequent research entailing an assessment of new literature and a survey of executive opinion involving a number of marketing executives who work within the field of sports marketing expanded the findings from the earlier study. This extension of the preliminary study found 14 beneficiaries rather …