Sports Management Commons^™

Sport And Event Marketing Pac Minutes 2021, Meghan Jennings

PAC Minutes

No abstract provided.

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 …

Student Retention In Higher Education: Effect Of The Campus Fitness Center On Women, Leslie Marie Gordon

UNF Graduate Theses and Dissertations

Of the 3.5 million first-time in college, full time students who began college in fall 2017, 74% returned for fall 2018, with 61.7% retained at their starting institution. Covid-19 has negatively impacted retention; in addition to normal attrition, one of every five students did not return to campus in fall 2020. Researchers have gauged both academic and social factors that positively influence retention and note the use of the campus fitness center (CFC) as one social factor; however, women are less likely to use the CFC, are one third as likely to exercise, and experience more numerous fitness obstacles and …

Relationship Marketing And Intercollegiate Sport Promotion, Alison Fridley

Graduate Theses and Dissertations

The first article, a case study on a NCAA Division I Power Five university in the southeastern United States, employed a case study framework, explored target markets and exposure techniques through both the planned behavior theory and social identity theory theoretical lenses. This study aimed to better understand how university students and booster club members identify as a social group. The data emerged into four distinct themes, including communication, social interaction, connection, and hospitality. The findings suggested booster club members are primary fans and help the team generate fan interest. The importance of sociability was clear and the implications for …

An Analysis Of Gender Differences In Ratings Of Importance Of School Physical Education And Recreation Programs, Paul J. Costanzo

Atlantic Marketing Association Proceedings

No abstract provided.

The Influence Of Athletics On University Branding: Through The Lens Of Key Stakeholders, Justin Grubb, Shiva Nandan

Atlantic Marketing Association Proceedings

No abstract provided.

The Utilization Of Hiring High-Profile Head Football Coaches To Market The Athletic Department And Boost Fan Attendance At Ncaa Division I Institutions, Tim Wilson, Chris Croft, Sabrina Reed

Atlantic Marketing Association Proceedings

No abstract provided.

Do Families That Tailgate Together Stay Together?, Meredith David, Luke C. Lorick

Atlantic Marketing Association Proceedings

No abstract provided.

Incentivizing And Re-Engaging Lapsed Health Club Members, Teresa Hurley, Corinne Faure, Seamus Kelly

Articles

Purpose – This quantitative research paper examined factors influencing re-engagement intentions and re-engagement behavior of lapsed health club members and identified which sales promotion incentives are most effective in re-engaging this lapsed member market. While previous studies examined reengagement intentions and re-engagement behavior in isolation, no research could be located which examined both simultaneously and the impact of promotion incentives in the health and fitness industry.

Design/methodology/approach – Study A (mail survey) examined re-engagement intentions of one hundred lapsed members of a medium size suburban health club. Study B (an experimental field study) measured actual true re-engagement behavior using price …

College Football 150-Year Anniversary (Cfb150): Branding A Sesquicentennial Within Sport, Carlton F. Robie

Honors Theses and Capstones

No abstract provided.

Revisiting The Beneficiaries Of The Scotus Ruling Striking Down Paspa, Sam Fullerton, Ronald Dick, Michael Mccall

AMTP 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 …

International Olympic Committee Rule 40: Reasonable Protection For The Ioc Or Unfair Restriction To The Athletes?, Jeri L. Jones

Atlantic Marketing Journal

This paper explores the history, legality and ethical perspectives of the International Olympic Committee Rule #40 that was put into effect starting with the 2016 Olympic Games. Rule 40 was established to protect official Olympic sponsors from marketing campaign dilution and ambush marketing attempts from non-official brand sponsors. It was designed to prevent over-commercialization of the Olympic brand and to protect official Olympic sponsors’ substantial investment for exclusive marketing rights during the Games. It also however effectively prevents athletes from recognizing their own individual company sponsors and goes so far as to limit an athlete’s apparel during the Games, their …

Back To Beijing: The Future Of The Olympic Games, Jennifer Maynard

Marriott Student Review

Just four years ago, the IOC made an unprecedented decision to award Beijing with the 2022 Winter Olympic Games bid, making China the first Asian country ever to host both the Summer and Winter Games. What’s more, prior to this second visit to China, the Olympics will have been held in Pyeongchang (2018) and Tokyo (2020). At the same time that this national superpower has the opportunity to capitalize once again on the all eyes-on-China phenomenon, the IOC has the chance to truly go global.

Investing In Faculty To Improve Attendance At Collegiate Athletic Events, Nicholas Ocampo

Honors Projects

NCAA Division I institutions across the nation have consistently experienced declining attendance numbers at home athletic events over the past few years. Acknowledging this downward trend, this study explores how making an investment in faculty can positively influence attendance numbers and faculty involvement in athletics. In addition, studies have supported the notion that a high level of fan support and attendance at athletic events can be correlated to team success. Accordingly, Bowling Green State University (BGSU), a mid-major school that sponsors 18 NCAA Division I varsity athletic programs, has implemented a faculty, staff and retiree ticketing program in order to …

An Exploratory Study Investigating The Effect Of The Nfl Player Anthem Protest On College Student Nfl Viewership, George W. Stone Dr.

Atlantic Marketing Association Proceedings

No abstract provided.

Controversial And Global Issues Fantasy Sports' Outcomes, Amber A. Smith-Ditizio, Alan D. Smith, Walter Kendall

Atlantic Marketing Association Proceedings

No abstract provided.

International Olympic Committee -- Rule 40: Who Does It Protect Versus Who Should It Protect?, Jeri L. Jones

Atlantic Marketing Association Proceedings

No abstract provided.

How Motherhood Affects Professional Golf Careers, Kelly Price-Rhea

ETSU Faculty Works

Dr. Kelly Price analyzes the evidence on how becoming a mother can impact an LPGA player's productivity, performance, and earnings.

Women's Golf Has A Virtual Opportunity, Kelly Price-Rhea

ETSU Faculty Works

Dr. Kelly Price looks at the ways new technology like augmented and virtual reality can help boost the coverage and popularity of women's golf.

Does Golf Have A Pink Problem?, Kelly Price-Rhea

ETSU Faculty Works

I love my pink glove. My last bag was pink. I am glad I had the pink option when I purchased these items. But the question remains, why must golf continue to place such deep division within many of its product lines which continues to fuel the gendering (and arguably sexism) of golf?

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 …

Predicting Thrill Seeking Behavior, Matthew I. Keane

Honors College Theses

Extreme sports, sports characterized as involving speed, height and danger, have become an increasingly popular pastime around the world and have grown into a $250 billion industry. As a result of the inherent risks of taking part in these extreme sports, the most common participants are thrill seeking, risk taking, and often reckless. Known as the type-T personality type, these extreme sensation seeking individual’s constantly seek out new experiences that will stimulate their mind and frequently find their thrill by participating in extreme sports. The goal of this study is to determine various factors that will influence an individual’s thrill …

Gender Differences Associated With The Evolution Of Attributes Sought In Sports Apparel, Jami Adler

Senior Honors Projects, 2010-2019

Since the turn of the century, many things have changed around the world, with a focus on the athletic apparel and fashion industries. Using Fowler’s (1999) research regarding the attributes sought in sports apparel, this study serves as a replication to determine how attributes sought in sports apparel have evolved. Online surveying through Qualtrics was utilized for data collection. The research explored the trend of Athleisure and the rising demand for versatile clothing. The role of gender and its associated differences significantly influenced the attributes sought in sports apparel. In addition, this study explored three additional attributes that consumers evaluate …

The Sport Commitment Model’S Effect On The Participation Frequency And Purchase Behavior Of Golfers, Kevin Rubel

Theses & Dissertations

Golf has a multi-billion dollar impact on the U.S. economy. Golf course revenues have flattened since the industry peaked in 2005. Many golf courses have closed as fewer and fewer golfers continue to play. Golf course managers must develop effective marketing plans to retain customers. This means developing effective systems to retain golfers who have a large variety of playing and equipment options. Determining what factors are related to the reasons a golfer continues to play would help in the development of needed programs. Commitment to golf could be one of the factors related to the purchase intention and participation …

#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 …

The Effect Of Athlete Celebrity Endorsement On Attitude Toward Brand And Purchase Intention, Yunheui Jeon

Theses, Dissertations and Capstones

In today’s intense marketing environment, the use of celebrity endorsers in advertising is a popular strategy to promote products over the competitors. Prior research has studied that the endorser-product congruence (Kamins & Gupta, 1994; Till & Busler, 2000), endorser-consumer congruence (Choi & Rifon, 2012; Hosany & Martin, 2012; Sirgy, 1982; 1985), and endorser credibility (Lee & Koo, 2015; McCracken, 1989; Ohanian, 1990; 1991) can influence consumers’ responses, such as attitude toward the ad, attitude toward the brand, and purchase intention. The high degree of congruence between celebrity image and product leads more positive consumers’ attitude toward ad, brand, and purchase …

In League? Destination Marketing Organisations And Football Clubs In The Virtual Space, Gerard Dunne, David Proctor, Sheila Flanagan

Articles

Logic dictates that Destination Marketing Organisations (DMOs), while representing many stakeholders, should leverage a location’s most visible assets to enhance the attractiveness of the destination at any given opportunity. This study examines the manner and extent to which four major European football franchises are mentioned and promoted on the official digital marketing platforms of their respective cities; Amsterdam, Barcelona, Manchester and Munich. A tailor made content analysis tool is used to conduct a systematic investigation of the virtual platforms over which the DMOs of these cities exert a modicum of control. The content of these platforms is scrutinised from three …

A Theoretical Framework Of Sports Team’S Well-Being: An Integrative Perspective Of Emotional Intelligence And Equivocality On Trust And Happiness, Drew Sannes, Wooyang Kim

Atlantic Marketing Journal

Abstract – The purpose of this study is to develop and provide an integrative conceptual model of sports teams’ well-being to achieve a win-win situation of happiness for all stakeholders of sports teams, grounded in role theory and commitment-trust theory. We first conceptualized the well-being as an ultimate consequence by exploring sub-dimensions of happiness and provide relevant propositions linking with the respective antecedents. Second, we explored the effect of antecedents of sports team’s well-being in the spectrum of the anchor between positive and negative sides on the resultant outcomes – i.e., trust and happiness. Third, we examined the role of …