Sports Management Commons^™

Sports Marketing And Branding Among Gen Z And Their Digital Associations, Jordan C. Basso

Student Publications

This study addresses the intersection between sports marketing and branding among Generation Z, investigating the challenges, opportunities, and evolving dynamics in the digital realm. The problem at hand revolves around the intricate web of issues faced by athletes and stakeholders, including the implementation of Name, Image, and Likeness (NIL) rules, ethical considerations, and the transformative impact of social media. Background information was gathered from peer-reviewed literature. Using a qualitative research method, five participants from diverse sporting backgrounds provided insights through interviews. The participants were asked questions in a semi-formal setting about their personal experiences, background and understanding, education on these …

Collegiate Athletic Fans Perception Of The Use Of Social Media In Marketing, Anna K. Gdovka, Steve Chen

Kentucky Journal of Undergraduate Scholarship

Social media has become the dominant tool for sports fans to receive news and messages. Many sports fans turns to the four main social media platforms, Facebook, Twitter, Instagram, and Snapchat, to receive marketing information, highlights, updates, and statistics while consuming sports content. Past studies indicated the greatest advantages for all levels of sports organizations using social media to promote the events and engage their fans. To fully understand the utilization of social media and its effectiveness for marketing intercollegiate athletic events, this study examined 203 athletic spectators’ (62% males and 38% females) preferable methods for obtaining athletic information and …

An Examination Of Sustainable Marketing And Fan Engagment Within The Sports Industry, Caroline Meizen

Honors Projects in Marketing

The goal of this research-based thesis was to uncover the prominent methods of connecting with fans and recognizing preferences of marketing messages to see if sustainable marketing will increase engagement on game-day or have a neutral impact. Research was conducted through an analysis of case studies from the perspective of teams, athletes, and venues. A survey was distributed to analyze fan behaviors related to the importance of sustainability, engagement preferences with marketing messages and overall impact of the sports space as a platform for sustainable messages. Survey results of sports fans showed that the connection with their favorite teams and …

Bigger Than Golf – Lpga Branding And The ‘Drive On’ Marketing Strategy, Kelly Price-Rhea

ETSU Faculty Works

With the LPGA's 'Drive On' campaign, Dr. Kelly Price says "the brand of the LPGA is alive and well"... but it hasn't always been that way.

Fresh Squeezed Fitness: A Case Study On The Marketing Of Orangetheory Fitness, Emma Schmidt

Recreation, Parks, and Tourism Administration

The fitness industry has grown immensely in the past decade as a form of health management. The industry has expanded to offer niche fitness facilities that cater to individuals’ specific needs and motivations. The purpose of this study was to examine the best marketing and branding practices utilized by Orangetheory Fitness. The research for this study was collected using a case study matrix, developed by the researcher, to evaluate Orangetheory Fitness’ marketing strategies. The study resulted in findings indicating the importance of technology advancement and brand differentiation pertaining to the success of Orangetheory Fitness. It is crucial for Orangetheory Fitness …

#Readyforrio: How A Revised Rule 40 Impacted Sponsorship At The 2016 Summer Olympics, Anthony Carson

Senior Theses

When planning and executing the Olympic Games, a premier event in modern sport, the International Olympic Committee (IOC) relies heavily on sponsorship revenue from their official sponsors. “Worldwide Olympic Partners,” the top 11 sponsors of the 2016 Olympics, had exclusive rights during the Olympic cycle from 2013-2016.

With the purchase of these expensive sponsorship deals, brands are looking to capitalize on the “glow” of the Olympics, and use excusive Olympic intellectual property to make ties from their brand to the Games. In order to make these sponsorship deals more valuable, the IOC has historically provided official partners with added exclusivity …

A Study Of Golfers In Tennessee, Kelly Price-Rhea

Kelly Price-Rhea

The purpose of this study was to investigate preferred shopping behaviors of golfers in the state of Tennessee. While much research has been done on retail shopping behavior in general, little exists regarding shopping behavior in sport retail, and more specifically golf retail. While golfer behavior has been researched in other areas such as tourism, it has not been fully researched in the sport or retail literature. Since this segment of consumer spends millions of dollars per year, this study was conducted to fill the gap in the literature regarding this unique consumer. An online survey was distributed among a …

An Investigation Of Sport Sponsorship Antecedents And Outcomes Through Levels Of Sponsor Prominence, Benjamin Colin Cork

Graduate Theses and Dissertations

Currently, global sport sponsorship is a multi-billion dollar industry that continues to show strong year-to-year growth (IEG, 2016). Additionally, the current body of sport sponsorship literature has reported the effects of salient attitudinal and behavioral constructs on sponsorship effectiveness. For example, previous studies have indicated that the perceived sincerity and attitude toward a sponsor do positively effect a consumer's behavioral intentions toward a sponsor (Speed & Thompson, 2000; Biscaia, Correia, Rosado, Ross, & Maroco, 2013). Therefore, the purpose of this study is to measure consumer attitudes and behavioral intent toward sponsor, through experimental design, when exposed to one of three …

Exploring The Role Of Collective Narcissism In Sport Team Identification, Ben Larkin

Doctoral Dissertations

Team identification is among the most widely studied concepts in sport fan behavior. This is largely due to the fact that highly identified fans exhibit drastically different and more avid consumption and purchase behavior compared to those low and/or moderate on team identification. Most notably, this has been manifested in a greater propensity to attend games, watch the team on television, and purchase team merchandise. While the study of team identification has focused both on its development and outcomes, one constant is that scholars have generally assumed team identification to take the form of a healthy and positive team attachment. …

Daily Fantasy Sites Engage In A Legal War For Survival, Danni R. Santana

Capstones

Over the past two years, the world has changed its perception of daily fantasy sports. FanDuel and DraftKings have taken the world by storm, making huge profits off even the casual fans desire to win money everyday, instead of just once at the end of a season. Lawmakers have noticed and are eager to regulate the business or ban it altogether, as seen in New York. What was once a weekend hobby is now a multi-billion dollar business. A business lawmakers say is just another form of gambling and doesn't require skill.

Amateurism In An Age Of Professionalism: An Empirical Examination Of An Irish Sporting Culture: The Gaa, Ian Keller, Angela Wright

Dept. of Organisation & Professional Development Publications

The Gaelic Athletic Association (GAA) has been synonymous with the sporting tradition of Ireland since 1884, and the links it has developed with the parishes and communities of Ireland have been based on the organization’s ethos of volunteerism and amateurism in Gaelic games. Modern Ireland has brought with it many challenges for the GAA, especially in relation to internal and external issues. The dynamic of sport in Ireland has changed with the introduction of professionalism in soccer and rugby, and this has caused the validity of the amateur status of the Gaelic Athletic Association to be questioned. The development of …

Celebrity Athlete Endorser Effectiveness: Construction And Validation Of A Scale, Theodore Byrne Peetz

UNLV Theses, Dissertations, Professional Papers, and Capstones

The use of celebrity athletes as endorsers has become a popular marketing strategy. Celebrity athletes are often used to endorse products because it is believed they positively impact brand attitudes (Friedman & Friedman, 1979; Kamins, et. al., 1989; Till, Stanley, Priluck, 2008) and fostering brand loyalty (Bush, et. al., 2004). In addition, celebrity athletes are used to help a company differentiate their products and build instant name recognition (Henriks, 1996). This dissertation explored factors associated with celebrity endorser effectiveness. The conceptual framework for this study was grounded by the Source Credibility Model (Hovland, Janis, & Kelley, 1953; Hovland & Weiss, …

A Study Of Golfers In Tennessee, Kelly Price-Rhea

ETSU Faculty Works

The purpose of this study was to investigate preferred shopping behaviors of golfers in the state of Tennessee. While much research has been done on retail shopping behavior in general, little exists regarding shopping behavior in sport retail, and more specifically golf retail. While golfer behavior has been researched in other areas such as tourism, it has not been fully researched in the sport or retail literature. Since this segment of consumer spends millions of dollars per year, this study was conducted to fill the gap in the literature regarding this unique consumer. An online survey was distributed among a …

Ua19/13 Athletic Marketing, Wku Archives

WKU Archives Collection Inventories

Records created by and about Athletic Marketing.

Use Of A Multi-Tiered Framework To Analyze Commercial, Cause And Social Marketing Strategies In Sport, Nancy L. Lough, Jennifer R. Pharr

Environmental & Occupational Health Faculty Publications

Marketing can be described as commercial, cause-related or social depending on the locus of benefit, the objective / outcomes desired and the focus of exchange. Social marketing has been described as the application of marketing technologies designed to influence the voluntary behavior of a target audience to improve personal and societal welfare (Andreasen 1995). Increasingly sport organizations have been engaging in social marketing which has a unique set of objectives and outcomes. To date, few studies have appeared in which the use of social marketing strategies were examined in sport. As a result, the purpose of this paper is to …