Sports Management Commons^™

“What Is Our Brand?” Examining The Indiana State University Athletics Rebrand, Matt Blaszka, Patrick T. Walsh, Craig Morehead

Findings in Sport, Hospitality, Entertainment, and Event Management

Rebranding in sports has become commonplace as teams try to modernize their brand. Often, rebrands are viewed negatively by fans, particularly immediately following the rebrand. However, less is known about the impact of rebranding over time. In this case study, the Indiana State University athletics rebrand was explored three years after the initial launch. A total of 189 participants representing student-athletes, alumni, donors, faculty, and staff were asked open-ended questions on their feelings toward the rebrand. Four different themes emerged. The two positive themes were: modern logo, wordmark, and font, as well as public perception. The two negative themes were …

An Exercise In Personal Branding: Marketing Students Mentoring College Athletes In The New Age Of Nil, Michelle C. Carpenter Mba, Jay O’Toole Ph.D., Brendan O’Hallarn Ph.D., Craig A. Morehead Ph.D.

Atlantic Marketing Association Proceedings

No abstract provided.

Sponsor Recognition In Professional Sports: A Comparison Between Cincinnati Reds And Bengals Fans, Bridget Satinover Nichols, Jenny Gardner, Joe Cobbs

Atlantic Marketing Association Proceedings

No abstract provided.

Marketing College Football In The “New Normal”, Chris Croft, Tim Wilson

Atlantic Marketing Association Proceedings

No abstract provided.

Marketing For The Dreamwork Wrestling: How To Keep A Small Entrepreneurial Business And Dream Alive!, Steve Chen, Jennifer Mak, Karen Doran, Liz Allen

Atlantic Marketing Association Proceedings

No abstract provided.

The Effect Of Athlete Celebrity Endorsement On Attitude Toward Brand And Purchase Intention, Yunheui Jeon, Jennifer Y. Mak, Lei Ouyang

Atlantic Marketing Association Proceedings

No abstract provided.

Linking Sport Simulation Games To Real-World Sport Consumption: The Role Of Passion And Sport Enjoyment, Jeeyoon Kim

Journal of Applied Sport Management

This study examines the potential of utilizing sport simulation games in promoting real-world sport consumption. Drawing on diversification theory, we examine whether psychological experiences (arousal, belonging, achievement) in simulated sport play leads to sport enjoyment and subsequently increases sport consumption intentions (participating, spectating, media viewing); passion-type (harmonious vs. obsessive) is set as a boundary condition based on the dualistic model of passion. Using online survey data from 431 US/Canadian adults who regularly play sport simulation games, multi-group SEM was conducted. In harmonious group, arousal and belonging were positively linked to all three intention-types through sport enjoyment, supporting a positive relation …

The Evolving Impact Of The National Anthem Protest And Covid On High School Interest In Nfl Football: An Exploratory Investigation Of High School Student Interest In The 2021-2022 Super Bowl., George W. Stone

Atlantic Marketing Association Proceedings

No abstract provided.

Not All Emotions Are Created Equal In Social Media Marketing, A Case Of Savannah Bananas, Jen Jones, Ania Izabela Rynarzewska

Atlantic Marketing Association Proceedings

No abstract provided.

Formula 1 In The United States: A Model For Growing International Sports In U.S.?, Kate Meg Eagan, Matthew Lastner, Brian Kinard

Atlantic Marketing Association Student Proceedings

Formula 1 (F1) has grown exponentially in popularity with American audiences in the past several years, in large part by deploying modern marketing practices that are reshaping the perspective of motorsport in the U.S. Marketing experts have credited this growth to marketing practices such as the launch of a Netflix docuseries, “Drive to Survive,” which offers a dramatized retelling of the season and grants viewers a behind the scenes glimpse of the sport. As a next step, F1 is funding a major motion picture named for the sport starring Brad Pitt. Despite evidence that these practices have benefitted F1, other …

From Mercedes Benz Stadium To The Staples Center: A Cross-League Analysis Of Stadium Naming Rights Brand Affinity In Professional Sports, Darin White

Atlantic Marketing Association Proceedings

No abstract provided.

Effects Of Fit Between Promotional Message And Regulatory Focus On Consumers’ Sports Betting Behavior: The Moderating Role Of Consumers’ Familiarity, Koo Yul Kim, Thilo Kunkel

UNLV Gaming Research & Review Journal

The sports gambling industry is an extremely competitive market. To attract more consumers, sports gambling platforms are primarily employing one of two customer acquisition strategies, namely ‘risk-free bet’ or ‘bonus money’ welcome offers. This research is built on regulatory fit theory to investigate the effectiveness of these two welcome offer strategies on consumers’ intentions to act on the offer. We further test the moderating effect of customers’ familiarity with online sports betting on their decision making. Findings of two experimental design studies demonstrate that the presence of regulatory fit between regulatory focus and promotional offers (i.e., message framing) positively affected …

Social Media Classifications: The Impact On Sports Content Consumption, Katie Schmitz

Honors Projects

This study examines how classifications of social media content influence consumer engagement within the context of collegiate athletics. Focusing on the Bowling Green State University football team's official Instagram account, the research analyzes posts from the 2025 football season by exploring how content type, post format, and engagement metrics relate to visibility and reach. Guided by theoretical frameworks including vividness, interactivity, and the Theory of Planned Behavior, the study employs a quantitative analysis using publicly available engagement metrics. This research contributes to growing literature on sport and social media by addressing a gap in classification-based engagement analysis. Findings provide a …

Beyond Baseball: A Case Study On The Multipurpose Venue Management Practices Of Giants Enterprises, Collette Grace Madden

Experience Industry Management

The success of sports organizations no longer relies on team performance and game attendance. Giants Enterprises utilizes many guest engagement and destination development strategies to expand the brand reach of the San Francisco Giants. The purpose of this study was to examine how Giants Enterprises has positioned Oracle Park and Mission Rock as premier event destinations beyond baseball, with a focus on best practices in event diversification, experience design, and placemaking. A case study was conducted on Giants Enterprises to analyze what event diversification, experience design, and placemaking tactics were utilized as well as their effectiveness. The results of this …

The Role Of Apparel In College Student Athletic Affiliation, Robin Hardin, Michelle L. Childs

Journal of Applied Marketing Theory

Athletics is often considered the virtual front porch of a university, as it is often the most recognizable aspect of a college or university. This study examines how college students use apparel to affiliate with their university’s athletic brand. Results revealed three key factors influencing athletic-related merchandise preference: fashionable appeal, uniqueness, and official merchandise. Further analysis found that merchandise featuring official logos, colors, and recognizable branding elements significantly enhances consumers’ ability to associate with the university’s athletics brand. Gender differences emerged in preferences for fashionable items, with men showing greater interest. These findings provide valuable insights for marketers and university …

Investigating The Relationship Between Noun Classes And Plant Folk Taxonomy In Chasu Language Of Kilimanjaro Region In Tanzania, Peter Rabson Mziray

Journal of Humanities and Social Sciences

The current study investigates the relationship between noun classes and plant folk taxonomy in Chasu (G 22). The study focuses on two objectives: the first objective is to describe the plant folk taxonomy in Chasu and the second objective is to determine the relationship between noun classes and plant folk taxonomy in Chasu. Data were collected from rural villages in Same and Mwanga districts by using free listing, field interviews (jungle-walk-and-identify), and written texts containing Chasu plant names. The findings reveal that Chasu folk taxonomy reflects different ethnobotanical categories; including a unique beginner which is mmea/mimea ‘plant(s)’, and three life …

The Influence Of "Ifbb Pro" Designation On Consumer Decision-Making In Online Personal Training Services: An Experimental Investigation, Zehua Hei, Alan Morse

Global Sport Business Journal

The recent rising health awareness, social media occurrence, and digital access to fitness services promote the growth of online personal training. Drawing upon signaling theory, a recent rising group of trainers, “IFBB Pro” athletes, who are perceived as elite bodybuilders, often signal a high level of expertise and competency in fitness training. With content marketing as the background, posted content plays a key role in this process as social media platforms become increasingly popular for fitness professionals to market their personal training services and attract clients. However, scarce research exists to investigate how this designation influences consumer perceptions and purchase …

Game, Set, Empower: A Comparative Instagram Analysis Of Branding And Engagement In The Confederation Of African Football (Caf) Women’S And Men’S Champions League, Nour Abdelkader Ms

Theses and Dissertations

The rise of women’s football has placed new emphasis on digital branding, with social media becoming a vital space for visibility, engagement, and representation. This thesis investigates how Instagram content strategies influence fan engagement during the CAF Women’s and Men’s Champions League tournaments. Specifically, it examines the role of content type (match, behind-the-scenes, off-the-pitch, promotional), marketing orientation (organic, sponsored, collaborative), and post format (reel, carousel, photo, graphic) in shaping audience interaction.

Using an explanatory sequential mixed methods approach, the study analyzed 674 Instagram posts (276 CAFWCL, 398 CAFCL) and conducted semi-structured interviews with five digital sports professionals, including CAF digital …

Sound Of The Circuit: Ferrari X Spotify’S Sponsorship Strategy To Engage The U.S. Formula 1 Market, Gabrielle Vullings

Honors College Theses

This thesis explores the effectiveness of cross-industry partnerships as a strategic marketing tool through the case study of Spotify and Ferrari Formula 1’s collaboration, Sound of the Circuit. The central research question investigates how such a partnership can expand Formula 1’s reach within the U.S. market, particularly among millennial and Gen Z audiences. With growing interest in Formula 1 driven by cultural phenomena such as Netflix’s Drive to Survive, and the continued dominance of Spotify in youth-centered audio streaming, this thesis examines how these two global brands can align to engage a shared audience and generate mutual commercial value. Using …

The Nexus Of Sports Fandom And Sports Wagering: A Scoping Review, Brandon Mastromartino, Michael L. Naraine, Henry Wear

UNLV Gaming Research & Review Journal

This scoping review examines the intersection of sports fandom and sports betting, with a particular focus on the marketing considerations involved in this relationship. Sports fandom, driven by strong emotional investments and team identification, plays a critical role in shaping betting behaviors. As this relationship becomes increasingly complex, it is essential to explore the underlying motivations and behaviors of sports fans who engage in betting, the ethical implications of marketing practices targeting this group, and the methodologies used to study this intersection. To address these relationships, this review examines four key areas: motivations for sports fans to engage in betting, …

The Straining Effect Of House V Ncaa On College Athletics Departments, Sullivan W. Scott

Marketing Undergraduate Honors Theses

This thesis examines the implications of the House v. NCAA ruling on collegiate athletic departments, particularly in light of Name, Image, and Likeness (NIL) compensation and the NCAA's new revenue-sharing model. Through analysis of programs like Tennessee, Arkansas, and Auburn, this research reveals how schools are attempting to rethink revenue strategies, leveraging corporate partnerships, subscription models, and donor collectives to remain competitive. It also highlights disparities between Power 4 programs and smaller Division I schools, raising concerns over widening resource gaps, Title IX compliance, and roster reductions. Ultimately, this study concludes that while NIL reforms address athlete equity, they also …

Rigged Or Random? How Angry Bettors, Game Fixing, And Controversy Affect The Integrity Of The Sports World, Ryan S. Bostik

Marketing Undergraduate Honors Theses

This paper explores how the legalization of sports betting has fueled fan outrage, athlete harassment, and mistrust in professional and collegiate athletics. It explores the psychology of sports gamblers, the role of social media and online betting, and recent scandals in the sports world. It also highlights the measures being taken by the NCAA, government, and professional sports leagues to protect athletes and maintain integrity. This paper ultimately questions whether true integrity can be maintained in a sports world increasingly influenced by gambling.

Corporate Partnerships: The Heartbeat Of An Organization, Turner J. Symancyk

Marketing Undergraduate Honors Theses

A deep-dive into the world of Corporate Partnerships for large sporting events. This thesis includes day-to-day responsibilities and takeaways from a ten-week internship with the 2024 Men's Basketball Final Four event.

The Impact Of Social Media On Fan Engagement In College Sports: A Focus On Student Fan Interaction, Lindzy K. Cortés

Theses/Capstones/Creative Projects

In the digital age, social media has become an essential tool for shaping how college students interact with their university sports teams. This study explores the role of social media in influencing student fan engagement at the University of Nebraska at Omaha (UNO), with a focus on perceptions, behaviors, and platform preferences. Using a mixed-methods approach, data was collected through a campus-wide survey (n=122) and ten in-depth interviews with student fans and athletes. Results indicate that Instagram and TikTok are the most effective platforms for capturing student attention, particularly when content includes behind-the-scenes access, humor, and player-led storytelling. Students who …

Sports Betting, The Gateway Drug To A Gambling Addiction: A Study Of The Implications Of Sports Gambling On Societal Well-Being And Its Effects On The Younger Generation, Ellison Lewis

Marketing Undergraduate Honors Theses

Introduction

It is everywhere you turn. In recent years we have seen unprecedented growth in the advertising, activities, and addiction of gambling. To put it into perspective “the AGA reported that total revenue from land-based casino games, sports betting and iGaming reached $66.52 billion for the calendar year, a 10% gain from the previous record set in 2022.” Of that, $10.92 billion came from sports betting specifically which was a 44.5% increase from the prior year (Reynolds, 2024). Factors contributing to the rise include the increase in gambling advertisements, the legalization of sports betting, and the removal of environmental barriers …

The Nfl And The Digital Era: How Social Media Has Redefined The National Football League, Lexis Brattain

Whittier Scholars Program

To summarize this senior project, you can look at it from two perspectives. One being- a sports fan interested in fan engagement, or someone more interested in social media marketing. This paper shows how both work together to improve one another just the same. As the NFL transitioned from traditional marketing to a dynamic, real-time digital strategy, social media emerged as a powerful tool to reach diverse audiences and foster deeper connections with fans. By leveraging platforms, the NFL has not only expanded its global digital footprint but also redefined its presence in the entertainment industry. This report analyzes the …

Physical Activity Curriculum And Marketing Strategy For Dale Vuelta To Empower Young Girls In Mexico., Reagan A. Dodson, Eunice M. Lee

SPARK Symposium Presentations

The World Health Organization (WHO) found that nearly one-third of the world’s adult population are physically inactive, not meeting the global recommendations of at least 150 minutes of necessary physical activity per week (WHO, 2024). Adolescent girls were less active than adolescent boys, with 85% in comparison to 78%. In Mexico, 88% of girls, ages 11-17, are physically inactive (WHO, 2022). In Mexico, the stigma around girls practicing sports remains strong; gender-based violence grows by the year, and girls are often bullied, questioned, or discouraged from participating in sports (B. Möller, personal communication, September 23, 2024). Dale Vuelta, a non-profit …

Antecedents Of Brand Authenticity In Cause-Related Sport Marketing Campaigns, Keevan Statz, Brian Gordon

Journal of Applied Sport Management

Cause-related sport marketing (CRSM) has been a popular managerial technique over the last two decades. There is a common perception that for CRSM to be effective, consumers must perceive the sponsoring brand to be authentic in its actions. Minimal empirical research has analyzed the antecedent factors that lead consumers to perceive a brand as authentic in CRSM. Using multiple linear regression, six antecedent factors’ impact on brand authenticity were tested. Perceptions of the brand’s motives and brand transparency were found to have a statistically significant impact on brand authenticity.

Matching Colors In Jersey Sponsorship: The Effect Of Team-Colored Sponsor Logo On Jersey Aesthetics And Purchase Intention, Sung Wook Son, Antonio Williams

Journal of Applied Sport Management

In jersey sponsorship, some sponsors today have decided to modify their logo colors to match the team colors. The present research examined the role of team-colored sponsor logo in jersey sponsorship, paying particular attention to its impact on perceived aesthetics of the jersey and fans’ willingness to purchase. Three experiments using both fictitious and actual sponsors across two different sports showed that the team-colored sponsor logo on a jersey was a positive predictor for both perceived aesthetics and purchase intention at all levels of team identification. The findings also revealed the indirect effect of the team-colored sponsor logo on purchase …

Examining Factors Affecting Consumers’ Daily Fantasy Sports And Sports Betting Participation: Comparing Motivation And Perception Of Skill Versus Luck, Koo Yul Kim, Colin Lopez

UNLV Gaming Research & Review Journal

With the Supreme Court lifting the federal ban on sports betting, dominant Daily Fantasy Sports (DFS) operators including DraftKings and FanDuel have entered the sports gambling market and operate in legalized states in the United States. These providers of both DFS and sports betting are making efforts to better understand the characteristics of both DFS and sports betting consumers and develop effective marketing strategies to target each consumer segment. This research investigates the differences in motivation to participate and perception of skill vs. luck between DFS and sports betting participants. 934 adults (sports betting = 434, DFS = 500) were …