Sports Management | Open Access Articles | Digital Commons Network™

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.

Digital Transformation And Strategic Sponsorship: The Case Of Bbva, James Santomier, Sten Soderman, Reinhard Kunz

WCBT Faculty Publications

The overall purpose of this paper is to describe and explain the strategic sponsorship program of Banco Bilbao Vizcaya Argentaria (BBVA) and, specifically, the partnership of its U.S. subsidiary, BBVA Compass (BBVAC), with the American National Basketball Association (NBA) using a case study method. This paper demonstrates how BBVA, initially through the transformational leadership of former BBVA Group Executive Chairman Francisco González, has leveraged digital transformation and strategic sponsorship to increase its brand equity and revenue. BBVA’s effective sponsorship strategy represents an innovative, agile, and digitally focused model for marketing executives and sport marketers considering a long-term investment in strategic …

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Important Factors Influencing Attendance At Northwoods League Games, Ryan Eiche

Masters Theses

The purpose of this study was to examine the importance of various factors as they related to attendance at Northwoods League baseball games. This league was an ideal fit for the study as little research has been conducted on this level of baseball. A survey was sent out via the Facebook page of the Lakeshore Chinooks to gather responses from fans on what factors encouraged attendance. Fans were asked to then rate how important each factor was on a five-point sliding scale. The research revealed that situational factors such as convenience, day and time, and weather of the game were …