Heather Jane Lawrence, Norm O'Reilly, Alexandra Speck, Chris Ullrich and Kayla Robles
The objective of this paper is to respond to four research questions. The first two as how likely are college football season ticket holders to recommend (1) purchasing a similar…
Abstract
Purpose
The objective of this paper is to respond to four research questions. The first two as how likely are college football season ticket holders to recommend (1) purchasing a similar season ticket package and (2) attending a home football game, to a friend or colleague. The third question examines if there is a difference between advocacy toward purchasing season tickets as compared to advocacy toward game attendance. Finally, we identify what factors impact advocacy for college football season ticket holders.
Design/methodology/approach
An online survey of 57,240 season ticket holders from 69 different National Collegiate Athletics Association (NCAA) Division I Football Bowl Subdivision programs was undertaken. The data were analyzed to build a model of the drivers of advocacy in season ticket holders from a conceptual base of advocacy, trust and loyalty.
Findings
The identified drivers include both institutionally influenced factors and factors related to season ticket holder behaviors/demographics. The season ticket holder is arguably the highest level of fan for any sports organization from an affinity perspective and clearly the most important from a business perspective. This research argues that the season ticket holder should not only be the focus of ticket sales efforts but also leveraged as marketing advocates with the objective of attracting additional fans.
Originality/value
The value of this research is the large sample of data from season ticket holders of NCAA Division 1 football clubs and the resulting learning it provides to researchers and practitioners.
Details
Keywords
James M. Gladden and Richard Wolfe
Given the importance of image matching as a rationale for sponsorship investment, this paper examines the extent to which image matching occurs in U.S. intercollegiate athletics…
Abstract
Given the importance of image matching as a rationale for sponsorship investment, this paper examines the extent to which image matching occurs in U.S. intercollegiate athletics. Utilizing student-athlete education and athletic program ethics as image dimensions, while controlling for winning, the authors find that individual corporations tend to sponsor athletic programs that project very different images. The authors then prescribe an approach that prospective sponsors could use to determine appropriate image matches.
Details
Keywords
Abstract
Details
Keywords
Tony Lachowetz, William A. Sutton, Mark McDonald, Rodney Warnick and John Clark
The purpose of this exploratory study was to identify those corporate sales activities that lead to teams' higher rates of retention of corporate customers. Twenty-two of 29…
Abstract
The purpose of this exploratory study was to identify those corporate sales activities that lead to teams' higher rates of retention of corporate customers. Twenty-two of 29 National Basketball Association (NBA) teams participated. Teams were categorized based on their success at retaining corporate customers for the three-season period 1998-99 to 2000-01. Key conclusions that led to higher rates of customer retention were: 1) teams having total control over the sale of corporate inventory; 2) corporate sales staff training; and 3) teams understanding that customers needed assistance in the activation of sponsorship programs.
Details
Keywords
Elizabeth Jowdy and Mark McDonald
This case study demonstrates how a start-up professional sport league, the Women's United Soccer Association (WUSA), successfully incorporated an interactive fan festival into its…
Abstract
This case study demonstrates how a start-up professional sport league, the Women's United Soccer Association (WUSA), successfully incorporated an interactive fan festival into its inaugural Championship Weekend. Prior to revealing the details of the WUSA event, the history and rationale of interactive fan festivals is outlined. Also highlighted are the key marketing concepts applied (relationship marketing, brand management, experiential branding) in order to assist sport properties interested in using the interactive fan festival as a marketing tool in the future.
Details
Keywords
Abel Duarte Alonso and Michelle O’Shea
In the highly competitive professional sports industry, managers of a newly established competition face many challenges, including “converting” or gaining the allegiance of new…
Abstract
In the highly competitive professional sports industry, managers of a newly established competition face many challenges, including “converting” or gaining the allegiance of new groups of consumers (fans, spectators) to their colors. One critical aspect in the converting process relates to the “ideal” game-day experience as perceived by would-be consumers. Gaining knowledge about this area could be critical to professional sport marketers in enhancing the perceived quality of sport events. This study examines the ideal football experience among 1,412 fans of an Australian A-League football (soccer) club. The importance of a lively atmosphere, that of high turnouts of spectators and the opportunity to watch quality and attacking football are highlighted in most comments, even relegating the game’s final score (winning) to a more marginal level of importance. Some of the implications of the findings for professional football marketers and avenues for future research are presented and discussed.
Details
Keywords
Although the martial arts industry is rapidly evolving into a mature and highly competitive marketplace, only a few studies have been conducted to understand why people…
Abstract
Although the martial arts industry is rapidly evolving into a mature and highly competitive marketplace, only a few studies have been conducted to understand why people participate in martial arts. The purpose of this study is to examine motivation factors that influence an individual's participation in martial arts to provide leaders of the industry with meaningful managerial implications. The researchers collected data from the 2004 Battle of Columbus Martial Arts World Games IV, one of the most popular martial arts events in the US. The results of a series of MANOVA tests revealed that these martial arts participants (N = 307) are highly motivated by growth-related motivation (e.g. value development and actualisation). In addition, the findings indicate that motivation of martial arts practitioners varies across types of martial arts disciplines, competition orientation and past experiences. Given these results, implications for future research and practice are discussed
Details
Keywords
James J. Zhang, Eddie T. C. Lam and Daniel P. Connaughton
The purpose of this study was to examine the relationship between general market demands and consumption levels of professional sport consumers. This study was accomplished…
Abstract
The purpose of this study was to examine the relationship between general market demands and consumption levels of professional sport consumers. This study was accomplished through: (a) validating the theoretical constructs of general market demand variables by conducting a confirmatory factor analysis, (b) examining the predictability of general market demand factors to consumption levels of live and televised sporting events, and (c) investigating the relationships between sociodemographic and general market demand factors. Five hundred and twenty-five residents of a major southern US city were interviewed using a questionnaire that included eight sociodemographic variables, 12 market demand variables under three factors (Game Attractiveness, Economic Consideration, and Marketing Promotion), and 10 professional sporting event consumption variables. The factor structure of the general market demand variables was confirmed. Regression analyses revealed that market demand factors were positively (p < .05) predictive of professional sport consumption. Sociodemographic variables were significantly (p < .05) related to the market demand factors. The findings imply that professional sport teams should highlight the market demand variables and adopt differential marketing procedures for various sociodemographic segments in their marketing practice.
Details
Keywords
Yong Jae Ko, Hyewon Park and Cathryn L Claussen
Action sports are beginning to acquire the status of mainstream sports and are increasingly recognised as a profitable enterprise by both the sports industry and the business…
Abstract
Action sports are beginning to acquire the status of mainstream sports and are increasingly recognised as a profitable enterprise by both the sports industry and the business industry. The purpose of this study is to analyse motivation of action sports participants. The researchers collected data at the 2005 LG (Lucky Geum Sung) FMX (Freestyle Motocross) World Championships. The results of a MANOVA test and a series of ANOVA tests revealed that in general these action sports participants (n=253) are highly motivated by fun/enjoyment and risk-taking. Motivation of action sports participants varies across gender and level of experience.
Details
Keywords
Galen. T. Trail and Yu Kyoum Kim
Although the understanding of both positive and negative factors influencing sports consumption is essential, previous research has mainly focused on motivators. The purpose of…
Abstract
Although the understanding of both positive and negative factors influencing sports consumption is essential, previous research has mainly focused on motivators. The purpose of this study was to examine three different models of constraints and motivators that influence attendance: a correlated model, a hierarchical model and a moderated model. Twenty factors were identified and classified into four main categories. The results indicated that 16 out of 20 motivators and constraints had a significant relationship with attendance in the theoretically expected direction.