Digital Commons Network^™

Pledging Engagement: Motivations And Intentions For College Sport Attendance Among Greek-Letter Organizations, Stacey A. Forsythe, Alison Fridley, Chris Corr, Sarah Stokowski, Nnamdi Ezike

Journal of Applied Sport Management

While ticket sales and revenue have remained relatively constant in collegiate athletics over the past decade, attendance has steadily declined. Given the range of entertainment options available, student attendance at collegiate athletic events has, specifically, declined. While athletic administrators are often revenue oriented, decreasing attendance has effects that span campus communities and cultures. As Greek-letter organizations are nearly ubiquitous within the higher education setting, fraternity and sorority members serve a unique opportunity area for engagement with fan attendance initiatives and future alumni giving. Accordingly, this study examined the motivations for attending collegiate athletic events as a member of a Greek-letter …

Perceived Service Quality And Overall Satisfaction: From A Segmentation Perspective Unique To Golf Spectators, Tomo Tokuyama, Chris Greenwell, Junko Deguchi, Masashi Shinjo

Journal of Applied Sport Management

The purpose of the current study is to examine differences in the relationships between specific aspects of the service encounter and customer satisfaction attributable to consumers’ viewing situation and frequency of attendance. Questionnaires were distributed to spectators attending a major women’s golf tournament in Japan, and study participants were asked to rate various service elements and their level of attendance satisfaction. Respondents were grouped by viewing situations (one location, following a specific pairing, or moving the course randomly) and past attendance frequency (new spectators, light spectators, or frequent spectators). Shuttle bus service predicted satisfaction regardless of segment. Merchandise predicted satisfaction …

Turning Insight Into Action: A Case Study Assessing The Use Of Consumer Behavior Data In Minor League Baseball Marketing And Communication Strategies, Jessica R. Braunstein-Minkove, Ari Kim

Journal of Applied Sport Management

As the usage of data-driven decision-making (DDDM) has increased in sport business operations, organizations must refine the ways in which they both obtain and use data to understand and, ideally, meet the needs of their consumers. A qualitative analysis, including eight in-depth interviews with a Minor League Baseball’s (MiLB) front office staff, was conducted. This was done in order to better understand the organization’s decision-making process and how they use various types of data, including the results of quantitative results from an academic study, when determining how best to reach their consumers. After a thematic analysis, three primary and six …

Revisiting The Impact Of Divisional Affiliation On Secondary Market Ticket Prices In The National Football League, Yohan Lee, Moonsup Hyun, Stephen Shapiro, Alan Morse

Journal of Applied Sport Management

With the emergence of demand-based ticket pricing, professional sport organizations and marketers will benefit from a thorough understanding of pricing in the demand-driven secondary market. Ticket pricing studies often take divisional affiliation as a control variable; little research has focused on and examined the importance of divisional affiliation for secondary market ticket prices. Different from work indicating consumers’ preference for divisional games, this study revealed that higher ticket prices (i.e., consumer demand) accompanied non-divisional games. Additionally, the number of years between the away team’s visit to the home team’s stadium and the away team’s current winning percentage each played a …

Brand Extension Evaluation In Esports: A Case Study Of The Nba And Nba2k League, Glynn M. Mcgehee, Beth A. Cianfrone, Jackson Sears

Journal of Applied Sport Management

Professional sport leagues have created esport leagues and teams, which serve as brand extensions (e.g., NBA and NBA 2K League). These brand extensions can benefit the professional sports team brand by reaching various audiences in a different product category. The purpose of this study was to examine a traditional sport entity’s (NBA franchise) esport brand extension (NBA 2K League team). In partnership with an NBA team and the affiliated NBA 2K esports team, a survey of 195 individuals assessed the brand extension on several variables, including extension awareness, perceived quality, image fit, categorical fit, innovativeness, and authenticity of the extension. …

Spectator Awareness And Support Of Safety And Security Practices And Technologies During Covid-19, Stacey A. Hall, Joslyn Zale, Ryan Kavanaugh

Journal of Applied Sport Management

Since 2020, a global pandemic has challenged the sports industry in unprecedented ways; the industry came to a standstill at one point, eventually returning with limited capacities and public health safety and security precautions. This exploratory study examined spectators' awareness and level of support for general safety and security measures and their willingness to embrace COVID-19-specific policies as they returned to live events in the U.S. in 2021. A total of 609 participants who attended a professional or collegiate sporting event within the previous three years completed the survey. Results indicated that spectators considered security measures when deciding to attend …

Ace! How The Waste Management Phoenix Open Rose From The Ash Heap To Become A Sponsorship Exemplar, Lee P. Mcginnis, Keevan Statz

Journal of Applied Sport Management

Waste Management leverages the PGA TOUR’s so-called “People’s Open” in a manner that is unparalleled in the sport industry. The Waste Management Phoenix Open (WMPO) is not only a zero-waste event but also utilizes activation tactics that maximize this value proposition for consumers through sponsored activities that engage fans of all ages, backgrounds, and motivations. After an extensive analysis of the event and what makes it distinct, we propose a framework that we term ACE (Activation optimization, Cohesive value propositions, and Experientially focused programs), which can serve as a three-pronged test that event/property owners and sponsors alike can use to …

Industry Interactions And Their Influence On Dreams, Goals, Work Interests, And Vocational Attitude Of Sport Industry Job Seekers, Jiayao C. Qi, Samuel Y. Todd

Journal of Applied Sport Management

The sport industry is filled with passionate job seekers (e.g., Todd & Andrew, 2008) who often craft lofty future work desires and idyllic dreams (Odio et al., 2014). But little is known about how these are shaped over time. Previous studies noted how plans of sport job seekers often change after encountering realistic information about the actual work in sport (Koo et al., 2016; Todd & Magnusen, 2014). This urges a closer examination of the way in which sport job seekers interact with the industry in a continuous, iterative way, and how that impacts vocational attitude and imaginations. Findings …

An Analysis Of Perceptions Of The Relationship Between The Athletic Director And Athletics’ Direct Reports In Ncaa Division Ii, Kelly P. Elliott, Beth Johansen, Amanda M. Siegrist

Journal of Applied Sport Management

The roles and responsibilities of the individual designated as the athletics’ direct report (ADR) on NCAA Division II member institution campuses are not clearly defined. The absence of clear guidelines creates the opportunity for differences in the relationships between the athletic director (AD) and the designated ADR between peer institutions. The purpose of this study was to explore the current relationship between ADs and ADRs and analyze current practices. Results indicated positive relations between ADs and ADRs on campus and that communication is key to a successful relationship. Recommendations for practitioners are discussed.

Forging Ahead: Highlights From The 2023 Asma Conference, Marshall Magnusen

Journal of Applied Sport Management

The 2023 Applied Sport Management Association conference took place in Birmingham, Alabama and saw 200 attendees converge on the city to enjoy sport venues, research, and fellowship. It was hosted by Samford University under the direction of Dr. Patrick Marsh and his incredible students. Several highlights from the most recent conference are included in this article.

Building Upon The Foundation: Mentoring And Service In The Applied Sport Management Association, Jeffrey C. Petersen

Journal of Applied Sport Management

The Applied Sport Management Association’s Distinguished Service & Mentorship Award was initiated in 2022 as a renaming and repurposing of the ASMA Scholar Lifetime Achievement Award presented from 2009 to 2020. This service and mentorship award recognizes an ASMA member who has exhibited continued, exemplary service to ASMA, who connects sport management research with practitioners in an applied manner, and who demonstrates dedication to students and mentorship within the ASMA. Recipients of this award provide a keynote address to the ASMA membership at the annual conference. The content of this address is published in the Journal of Applied Sport Management …

Perspectives On The Sports Analytics Revolution: An Introduction To The Special Issue, Jun Kim

Journal of Applied Sport Management

The goal of this special issue is to add to the academic literature on analytics by offering a diverse array of perspectives on the use of analytics and technology in sports. Sticking with the overall scope of the Journal of Applied Sport Management, the “think pieces” in this special issue are meant to be grounded in existing scholarship while allowing the invited authors a great deal of originality and flexibility to consider what may be coming next and how we, as sport professionals and scholars, can be prepared to meet the challenges and opportunities that are on the horizon.

Where Analytics Gets It Wrong, Nicholas Watanabe, Johan Rewilak

Journal of Applied Sport Management

The authors will discuss the emergence of analytics, and outline with examples, certain problems that plague both academics and practitioners in their approach to using sport analytics.

Analytics And Igaming, Michael L. Naraine, Cheri Bradish

Journal of Applied Sport Management

Analytics has become quite the buzzword, but its application to discover, interpret, and communicate meaningful patterns from voluminous, velocitous, and varied data still resonates in the sport industry, and has an incredibly important place in modern sports betting. Specifically, big data and analytics (BDA) can help address marketing issues as iGaming in North America enters its infancy and attempts to establish a mature marketplace. This article is dedicated to unpacking the iGaming model and uncovers where BDA could and should be applied to derive greater insights on sports betting consumer behavior.

Analytical And Theoretical Perspectives On Sport-Related Vr Research: Spatial Presence Manipulation Guidelines, Jihoon Kim

Journal of Applied Sport Management

As more scholars incorporate VR into their research, theoretical frameworks for empirical investigation and methodological guidelines for manipulation become more crucial. Because VR is a relatively new instrument and validating the implementation of VR can be challenging, scholars need to exercise caution when manipulating stimuli and measuring experimental conditions. Thus, the aim of the current essay is twofold: (a) address various methodological challenges (e.g., manipulation check) in recent VR studies and (b) discuss potential theoretical frameworks for future VR research in sport.

Impact Analysis Of A Virtual Stadium: Measuring Sport In The Metaverse, Bradley J. Baker

Journal of Applied Sport Management

As sports teams enter the metaverse through launching virtual versions of their home stadiums, there is a pressing need to reimagine the stadium experience and how virtual stadiums differ from their physical counterparts. This review establishes a foundation for crucial conversations that can shape future research and managerial practice amidst an emerging trend in the sport industry.

Sport Isn’T Sacred And Analytics Isn’T New: Challenging Common Notions About Sports Analytics, Grant Morgan, Marshall Magnusen

Journal of Applied Sport Management

The authors add to the debate about whether sport and numbers can cohabitate in modern day athletics, three areas are explored (albeit briefly) in the present paper. The first area focuses on the newness (or lack thereof) of analytics. The second area focuses the objectivity of analytics. The third area focuses on the idea that athletic competition is somehow sacred and should not be soiled by applying various statistical methods to practical sport performance problems.

Professional Sports Organizations And Business Analytics: Monopoly Power Vs Debt Financing, Mike Troilo, Adrien Bouchet

Journal of Applied Sport Management

In this essay, we consider the factors that explain the reticence of PSOs to be early adopters of analytics. We examine the relatively privileged position that professional sports franchises at the highest echelon in the U.S. and Canada enjoy and compare it the industry dynamics firms face in competitive environments. We remark upon the expansion of the league via debt financing, and why that promotes increased use of analytics. We also offer several propositions about the growth of analytics, and we conclude with some thoughts about what the future may hold for PSOs and analytics.

Progressive Analytics Diffusions: Rewiring Our Software, Liz Wanless

Journal of Applied Sport Management

The sport industry is no stranger to the pursuit of innovation (Slack & Thurston, 2021). The sport analytics realm represents the continual emergence of innovation diffusion curves. This essay shows how innovating both research and education in response to diffusion curves in sport analytics, we can create the space to not only keep but also generate pace.

Analytics On Service Quality In Spectator Sports, Ahmet Ozkul, Gazi Duman

Journal of Applied Sport Management

Spectator sport events are made possible by the contributions of many different participants ranging from fans and players to coaches, managers and sponsors. Through the lens of co-creation of value in the spectator sports, we discuss how sport analytics can relate to spectator sport service quality by collecting and analyzing data from each participating actor.

The Hidden Costs Of Financing A National Football League Stadium With Municipal Bonds: The Case Of Allegiant Stadium In Las Vegas, Leobardo Diosdado, Marco Lam, Charlie Parrish

Journal of Applied Sport Management

The development of professional sports stadiums in the United States typically relies on public funding in the form of municipal bonds. Prior research has identified several economic and noneconomic reasons local governments choose to direct public funds towards the construction of stadiums. The overall conclusion of this research suggests sport stadiums do not result in significant increases in economic activity and therefore subsidized stadium development projects lack economic justification. In this study, the process of issuing bonds is examined. The authors describe the bond issuance process and utilize data associated with the bonds for the development of Allegiant Stadium in …

Home Fare Advantage: An Examination Of The Role Of Food And Beverages In Mercedes-Benz Stadium’S Event Experience, Mark A. Slavich, Gregg Rich, Dylan Williams

Journal of Applied Sport Management

Through the lens of Expectation Disconfirmation Theory and with consideration of other event experience factors, our study examines how strategic concessions changes implemented by the Arthur M. Blank (AMB) Group with the building of Mercedes-Benz Stadium affect the fan experience at its professional sport events. These changes differ significantly from operational practices at most sport venues, with emphasis on eliminating bottlenecks to increase throughput and allowing for reduced costs without negatively affecting quality. Data were collected through an online survey of Atlanta United match attendees and an online observation. Results from this study suggest that management prioritization of concession services …

Examining Retro Merchandise Consumers In Sport: Who Prefers Throwback Merchandise And Why?, Zach Scola, Brian Gordon, Brendan Dwyer

Journal of Applied Sport Management

Retro marketing in sport has been relied upon for years. Sport fans see more teams and leagues implement retro marketing and merchandise into marketing plans. Despite this, we have little understanding behind the success of retro marketing in sport. Therefore, this paper sought to gain a better understanding of the demographic characteristics of retro merchandise consumers and to examine the impact of two psychographic factors. Surveys collected from fans of various professional sport teams in the United States (N = 1,509), demonstrated novel findings. In this study retro merchandise was preferred overall, younger fans were more likely to prefer retro …

Antecedents And Consequences Of Conspicuous Sport Consumption, Yukyoum Kim, Sun Hwan Hwang, Marshall Magnusen

Journal of Applied Sport Management

Conspicuous consumption is when consumers acquire luxury goods and services to help publicly demonstrate their desired economic and social status. Even though conspicuous consumption can help individuals experience social distinction and a heightened sense of self-esteem, much still needs to be known about this occurrence in the context of sport. Accordingly, the focus of this study was to examine antecedents (i.e., Expertise and Self-esteem) and outcomes (i.e., Satisfaction and Subjective Well-being) of conspicuous consumption of upscale sport goods. An empirical study was conducted with cyclists (n = 393). The research model was analyzed using simultaneous equations analysis. Expertise was shown …

Sport Chaplains And Social Workers: A Theoretical Understanding Of A Necessary Component Of An Interprofessional Collaborative Practice In Sport In The United States, Lauren Beasley Phd, Ms, Lmsw, Emily J. Johnson Mph, Ms, Steven N. Waller Phd, Dmin, Cspc

Movement and Being: The Journal of the Christian Society for Kinesiology, Leisure and Sports Studies

Holistic care of athletes is a growing area of research and practice. Yet, there is still much to consider as attention to this matter continues to expand. Specifically, what are the different theoretical perspectives of each profession working together towards the holistic care of athletes? The theoretical understanding between professions is essential for effective interprofessional teams—what some scholars have termed interprofessional cultural competence. The purpose of this paper is thus to provide the theoretical underpinnings for collaboration between sport chaplains and social workers, both emerging professions within interprofessional care in sport. This paper presents the unique partnership of sport chaplains …

Why Engagement Matters In Sport Volunteer Motivation, Marcella G. Otto, J. Michael Martinez, Chris R. Barnhill

Journal of Applied Sport Management

Over the years, sport management scholars have been interested in sport volunteer research. Considering there is a heavy reliance on sport volunteers to successfully stage of sporting events, knowing how to recruit and retain these volunteers allows sport event managers and organizers to continue this success. One such way is through understanding the engagement of sport volunteers, specifically the influences of engagement. Through survey methodology, this study examined how engagement of 464 sport volunteers at college football bowl games influenced motivational aspects. Structural Equation Modeling found that meaningfulness and safety had a significant impact on love and purposive motivation through …

Athletics, Academics, And The Financial Condition Of U.S. Private Colleges, Jody W. Lipford, Jerry K. Slice

Journal of Applied Sport Management

Abstract

Many private colleges in the U.S. face financial difficulty. The role of athletics in the financial condition of U.S. colleges is subject to controversy. Supporters argue that collegiate sports draw students, improve student quality, and increase donor support. Detractors argue that athletics are costly and undermine the academic mission of the institution. In this paper, we examine metrics of athletic and academic quality to determine their effects on the financial health of a sample of U.S. private colleges. Our findings indicate that higher spending on athletics reduces an institution’s financial health and that academic quality increases an institution’s financial …

Efficiency Analytics Of Ncaa Division I College Football Programs, Frank A. Bouchet, Mike Troilo, Wen-Chyuan Chiang, Jennifer Shang

Journal of Applied Sport Management

College athletics are a multi-billion dollar industry in the United States, but how well do university athletic programs employ their resources? The question is germane in light of increasing costs of higher education and scrutiny of university budgets. This study furnishes a template to weigh the tradeoffs inherent in collegiate sports, which is the main contribution of the paper. A dataset of 117 American college football programs from 2011-2015 is analyzed using DEA and AHP methods to assess the efficiency and perception of these programs. The result is the aforementioned framework measuring the programs' success and answers the question of …

Monetizing Athlete Brand Image: An Investigation Of Athlete Managers’ Perspectives, Olzhas Taniyev, K.C. Mayer, Brian Gordon

Journal of Applied Sport Management

In a highly competitive sport marketplace, personal branding is a top priority for athletes. Thusly, marketers should leverage athletes’ talents and influence in creative ways to maximize their earning potential. This research explored the attributes of a marketable athlete, as well as promotional strategies to help secure athlete sponsorships. Semi-structured interviews were conducted with purposefully selected talent marketing practitioners with sport marketing agencies. The findings revealed relatable story, as well as perceived persona, as prevalent themes for a marketable athlete. Additionally, the themes of athlete-brand alignment and social media marketing were important to securing client promotion and sponsorships. These findings …

Finding Stability Between Sports Ministry And Sports Ministry Management. A Church-Based Review., Jimmy Smith

Movement and Being: The Journal of the Christian Society for Kinesiology, Leisure and Sports Studies

The field of sports has multiple segments including youth, recreational, college, and professional sport. Research in these areas have produced an abundance of inquiries discussing several managerial function and capacity topics such as finance, marketing, organizational effectiveness, and leadership. While these topics have been applied to many segments of the sport world, the niche segment of sports ministry has not seen these applications. Sports ministers have challenges in that they manage all aspects of the sports programs they provide to the community, but they also supply the resources and support toward the ministry within these programs.

The current research fills …