Sports Management Commons^™

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 …

Integrating Data Analytics: Exploring The Best Methods To Evaluate Players’ Performance To Help Gain A Competitive Advantage On The Football Field, Tanner F. Fountain

Finance Undergraduate Honors Theses

To succeed in the world of sports, leaders need to uncover and utilize any advantage possible in order to gain a competitive advantage over their competition. I discuss how leaders of a sports organization, specifically within the Arkansas Razorback football program, implement the use of analytics on and off the field, as well as how they use their data to create visuals, find potential strengths and weakness, and ultimately help them be more prepared for gameday. Using my personal experience as a Student Analyst for the Razorbacks, along with supplementary information, I share the latest tactics and the strategies for …

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 Nil Ripple Effect: How Name, Image, And Likeness Reshapes Student-Athletes, Mental Health, And Fan Perception, Jaleah Walker

Honors Theses

The NIL Ripple Effect: How Name, Image, and Likeness Reshapes Student-Athletes, Mental Health, and Fan Perception examines the shifting dynamics of college athletics and how these changes affect student-athletes, fans, and institutions. The study explores the consequences of Name, Image, and Likeness (NIL) deals and its effects on student-athletes' mental health and fans’ perception. Through interviews with athletes and analysis of current policies, this research highlights the mental, financial, and competitive pressures that NIL places on student-athletes. While NIL provides financial opportunities, it also demands brand management, public visibility, and performance consistency, often leading to heightened stress. Additionally, this study …

An Analysis Of Liv Golf: Examining The Ethical And International Relations Issues Associated With Saudi Arabia’S Sportswashing Project, George Gilbertson, Tyler Sasser

Undergraduate Research (Journal)

LIV Golf (LIV) shocked the world with its emergence in 2022. This project explores the impact that LIV has had on the sport, as well as the broader societal implications of the new Saudi Arabian backed golf league. First, an analysis of how LIV is changing golf at the professional level is conducted, concluding that LIV is creating positive change due to the elevated compensation for athletes and increased attention on golf’s biggest tournaments. Following this discussion, the geopolitical impacts, as well as the ethical issues, tied to LIV are examined. Since LIV poses little to no threat to international …

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 …

Changing Salaries: Salary Constraints In North American Sports, Reese Shull

Honors Projects

The structure, impact, and potential future of the cap systems housed by the primarily North American sports leagues, NFL, NBA, and MLB, are examined. By comparing each of the different constraint models used to influence competitive balance, player compensation, and various team-building strategies, a comprehensive understanding of which league operates more effectively. Paramount is the relationship to rising revenues and the different returning and emerging channels that are being formed.

Domestic Violence Punishments In The Nfl, Jesse Lichti

Student Scholar Showcase

The way that professional athletes are punished for violent crimes is something that the leagues need to put an emphasis on. As media coverage has risen in regards to athletes being violent, specifically against women, the fans understanding of its severity has risen along with it. As currently constructed, the NFL allows for too much bias, lacks deterrence, and does not focus on helping the athletes. These are the main points that my presentation focus on. In the next CBA, something like my idea needs to be put into place. This can then be extended to all violent crimes in …

Ua19/16/2 Ahletics Press Releases, Wku Athletic Media Relations

WKU Administration Documents

Press releases regarding general activities of the WKU Athletics Department for spring 2025.

Ua19/16/2 Football Press Releases, Wku Athletic Media Relations

WKU Administration Documents

Press releases and game statistics for WKU football team in spring 2025.

Ua19/16/2 Soccer Press Releases, Wku Athletic Media Relations

WKU Administration Documents

Press releases and game statistics for WKU soccer team in spring 2025.

Ua19/16/2 Basketball Press Releases, Wku Athletic Media Relations

WKU Administration Documents

Press releases and game statistics for WKU men's basketball team in spring 2025.

Ua19/16/2 Golf Press Releases, Wku Athletic Media Relations

WKU Administration Documents

Press releases and game statistics for WKU golf teams in spring 2025.

Ua19/16/2 Tennis Press Releases, Wku Athletic Media Relations

WKU Administration Documents

Press releases and game statistics for WKU tennis teams in spring 2025.

Ua19/16/2 Baseball Press Releases, Wku Athletic Media Relations

WKU Administration Documents

Press releases and game statistics for WKU baseball team in spring 2025.

Who’S On First, What’S On Second An Analysis Of Major League Baseball Fans And Multiple Points Of Attachment, Ryan W. Dastrup

Theses and Dissertations

Need to write

Sport Social Hub: Using The Power Of Collaboration To Develop Hands-On Social Media Competencies, Alisa Agozzino, Brendan O'Hallarn, Peyton Stensland, James Strode

The COSMA Journal

This paper introduces Sport Social Hub, a collaborative, multi-institutional social media exchange inspired by the Commission on Public Relations Education's (CPRE) emphasis on key knowledge, skills, and abilities (KSAs) in public relations education. Sport Social Hub engaged students from four universities in topical, sports-themed assignments. These assignments involved creating memes, analyzing historical and contemporary sports photographs, profiling industry professionals with infographics, and developing engagement contests. The paper outlines how Sport Social Hub addresses CPRE's recommended KSAs within social media, collaboration, and creative thinking. Utilizing social media platforms as pedagogical tools, Sport Social Hub aimed to enhance students' social media competencies, …

An Examination Of Sport Retirement Through Concept Analysis Of Occupational Retirement, Andrea Cota Powell, Patti J. Berg, Andrew C. Pickett, Moses N. Ikiugu, Whitney Lucas Molitor

Journal of Athlete Development and Experience

Occupational retirement is a major life transition that involves extensive planning, preparation, and coping strategies. Concept analysis was completed to explore adaptation to occupational retirement as a way to further understand sport retirement. Thirty-nine occupational-related articles were included in the final analysis. The primary antecedent to occupational retirement is financial stability, followed by age and family life. Antecedents to sport retirement include graduation, exhaustion of NCAA eligibility, and possibly injury. The antecedents are unique to each type of retirement, but the consequences are similar. Retirees of both types often experience feeling of loss, grief, depression, and identity crisis while adjusting …

The Accessibility And Affordability Of Televised Sport And Effects On Viewership, Pershelle Rohrer

Honors Projects

This research examined how accessibility and affordability impact viewership for consumers of live sports content. More specifically, this study analyzed the viewing preferences of sport management majors at a Midwestern mid-major university. Accessibility and affordability of sports programming has previously been studied, particularly relating to cable and satellite television. However, this study also examined this developing relationship in the emerging age of sports on live streaming services. The following research question guided this study: How do accessibility and affordability of televised sports impact viewership for viewers? Three sub-questions were asked to create a better understanding of the primary research question. …

From Fan Avidity To Nil Ramifications: An Assessment Of The Attitudes Held By American University Students On An Array Of Sports Issues, Sam Fullerton, Tammy Mccullough

AMTP Proceedings 2024

A sample of 667 students drawn from seven universities in various regions of the United States provided feedback regarding 11 specific sports-related issues. These issues include the new NIL rules, fan avidity, and athlete compensation along with several other issues that are commonly addressed in the popular media. Means and percentages were used to derive aggregate measures for the respondents, and the same measures were used to assess the responses based upon one’s gender. For all 11 variables under scrutiny, a statistically significant difference was documented for the two gender-based groups. Thus, it is apparent that the market of intercollegiate …

Barriers To Baseball: A Comprehensive Analysis Of Factors That Impact Contract Value In Major League Baseball, Ryan A. Crowl

Senior Theses

The landscape of Major League Baseball’s free agency is an evolving one with numerous factors impacting negotiated contracts as player salaries escalate and teams adopt new strategies of luring players to their organizations. This study delves into the intricate dynamics of this free agent market, exploring the factors that influence contract values and negotiating power. Through empirical analysis and mathematical regressions, we explore the enduring significance of multiple factors on contract value, encompassing demographic indicators as well as on-field performance. Subsequently, we propose our own explanations of any observed inequities or significance and provide rational approaches for players and their …

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 …

Statistical Analysis And Machine Learning To Improve League Championship Series Teams, Alexander Gilles

Electronic Theses, Projects, and Dissertations

ABSTRACT

One area for further study in Esports is the use of advanced analytics from a performance standpoint. This culminating experience project sought to find and implement effective performance analytics techniques, using the most popular Esport (League of Legends) as its subject. The research questions asked are (Q1) How do champions, players, and their associated in-game variables impact the results of League of Legends matches? (Q2) How can machine learning algorithms be implemented to utilize descriptive and predictive analytics for League of Legends most effectively? Additionally, while not an element of the analysis and machine learning model, it is important …

Effects Of Concussion And Visuomotor Metrics On Nhl Performance: An Explainable Ai Approach, Michael T. Moschitto

Master's Theses

Cognitive motor integration (CMI), the simultaneous coordination between cerebral function and motor output, is known to deteriorate following a mild traumatic brain injury (mTBI). This thesis explores the relationship between mTBI, CMI, and the performance of elite athletes in the National Hockey League (NHL). The approach focuses on examining the predictive value of various supervised Machine Learning (ML) models with an emphasis on Explainable Artificial Intelligence (XAI) models. Since the ML solution is intended to complement human scouting decisions, we evaluate the experiments based on both interpretability and accuracy on a limited class imbalanced dataset. The contributions of this research …

The Perceived Impact Of The New Rules Regarding Name, Image, And Likeness (Nil) In Intercollegiate Sports, Sam Fullerton, Ron Wade, Ronald Dick, Michael Mccall

AMTP Proceedings 2023

New rules allow college athletes to earn significant income from a multitude of activities common among professional athletes. These activities include allowing athletes to profit from the sale of intellectual properties that bear their name, image, or likeness (NIL); additional opportunities include blogs, social media posts, camps, and autograph sessions. Early perceptions of the impact of these new NIL rules have been far from unanimous. A sample of 404 students from five American universities provided feedback regarding their perceptions of nine NIL-related considerations: the impact that the new NIL rules have had on college sports, if the athletes benefit, whether …

The University Look: How Sun Belt Conference Athletic Officials View Their Standing In The Collegiate Sports World, Jake Williamson

Student Theses and Dissertations

It is a beautiful Saturday morning in October. You wake up and turn on your television to ESPN. It’s football season, and you have on your team’s gear, knowing that kickoff is just a couple hours away. As you begin to search for your team’s channel, you discover that your team won’t be airing on television today. Your team has been off to a great start, and today’s game might push you into the Associated Poll (AP) top 25 rankings. You then go to the team’s official website to figure out what channel is airing their game. The website says …

The Future Of Name, Image, And Likeness In Advertising, Olivia E. Nuss

LSU Master's Theses

This study explores the unique intersection of the law and the theories of communication related to a student athlete’s ability to receive compensation based off their name, image, and likeness (NIL). The purpose of this study is to understand the future of NIL legislation application as it relates to emerging media and student-athletes’ privacy interests in order to better understand influencer marketing and the impact new legislation will have on student-athlete brand deals. Through a series of semi-structured, in-depth interviews, I explored industry trends in NIL as it relates to brand partnerships and advertising, focusing on key players, methods, and …

Testing Efficiency In Nhl Betting Markets, Charles Luxton, Joshua Spizman, David Moore

Honors Thesis

The efficiency of markets is a prominent topic in the field of finance. Market efficiency has been thoroughly examined across many subsectors of finance; however thus far, existing research has sparsely covered the increasingly prominent sports betting market. This market is currently valued at roughly $10B per year (Grandview). In this article, we evaluate the efficiency of sports betting markets, using NHL betting lines and results from 2015-2020 to create a multivariate probit model which tests the market’s efficiency. Using a multivariate probit model to identify NHL money line bets with a relatively high probability of success compared to their …

The Impact Of Transfer Spending In Expediting Improvement Of On-Field Performance Of English Premier League Clubs, Brendan Merten

Senior Theses

This thesis analyzes transfer spending and performance data from English Premier League football clubs participating in the 1992-2021 seasons of the English Premier League using regression analysis and Granger causality analysis. The analysis attempts to extend existing research that indicates a significant causal relationship between transfer spending and performance. I then speak to the sustainability of transfer spending necessary to improve performance over a specified length of time. Further discussion considers implications of Financial Fair Play regulations and explores relevant case studies of Blackburn Rovers, Manchester City, Chelsea, Leicester City, and Newcastle United.