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Marketing Stadiums As Event Venues: Modified Balanced Scorecard (Mbsc) Evaluation Of Minor League Baseball Websites As An Emarketing Tool, Charles Parrish, Seungwon "Shawn" Lee, Ji-Ho Kim

Journal of Applied Sport Management

Maximizing and gaining access to stadium related revenue streams, including non-game day social and corporate event rentals, is a critical factor for the financial viability of professional sports teams. Minor League Baseball (MiLB) teams and Independent baseball league (Indy) teams are no exception and franchise owners strive to maximize ancillary business opportunities, including stadium usage year-round. Currently, teams are marketing their venues through various mediums, including their websites. Considering the implications of eMarketing on MiLB and Indy teams’ ability to target and solicit social and corporate event customers it is critical to evaluate current eMarketing efforts. This study employs the …