Henry Wear
Dorothy Rodgers Collins
and Bob Heere

When the Charlotte Bobcats became the Charlotte Hornets at the beginning of the 2014 NBA season, the team became the first in history to rebrand itself with a moniker previously used and recently dropped by another NBA franchise. Despite being bound by NBA branding and merchandising rules, the organization was able to re-imagine the original Hornets brand to create a new distinct brand identity that pushed the organization into the future while still honoring the past. The franchise employed a variety of creative brand communication techniques, including sending Hugo the Hornet mascot door...Read more

Brandon Brown
Gregg Bennett
and Khalid Ballouli

The United States, sport marketers are faced with challenges of capturing the interest and altering the consumption patterns of this important minority group. A primary objective of this research was to determine if African American participants would perceive a greater overall fit with a baseball advertisement if the actors and settings shown in the advertisement resembled their racial and cultural identities. Existing literature on the match-up hypothesis and theory of reasoned action guided this research and aided in hypothesis development. Two-hundred eighty-three African American...Read more

Jeremy Scott Jordan
Simon Brandon-Lai
Mikihiro Sato
Aubrey Kent
Daniel C. Funk

The use of online data collection techniques in sport marketing research has increased in recent years. The value of data obtained this way is determined, in part, by the quality of survey response. Scholars have studied strategies that enhance survey response, including the use of notification and topic salience. However, empirical support for the use of notification has been obtained primarily from mail-based survey research, so it is unclear if the benefits would be evident with online data collection. This study examined the influence of notification techniques and topic salience,...Read more

Lisa Pike Masteralexis

The U.S. Supreme Court’s recent decision in American Needle v. National Football League is not the “death knell” of collective licensing agreements in sports, but it will hold the NFL and other professional sports entities to a higher level of antitrust scrutiny than they had hoped. The issue in American Needle v. National Football League was whether the NFL’s collective licensing arm, NFL Properties, LLC (NFLP), was a single entity, and therefore, exempt from antitrust liability under Section 1 of the Sherman Antitrust Act. Section 1 deems “[e]very contract, combination in the form of a...Read more

Anita M. Moorman

The Professional and Amateur Sports Protection Act of 1992 (PASPA) prohibits state lotteries that employ a wagering scheme related to the outcome of sports contests (Professional and Amateur Sports Protection Act, 2010). Four states (Oregon, Nevada, Delaware, and Montana) which had operated sports betting schemes before the passage of PASPA were provided a limited exemption from PASPA. PASPA “grandfathered” gambling schemes in these states “to the extent that the scheme was conducted by that State” between 1976 and 1990. Following the passage of PASPA, only two states, Nevada and Oregon,...Read more

Jim Kadlecek

Jim Kadlecek interviewed five industry leaders and asked them to consider five areas of sport marketing and what they expect in 2010.Read more

K. Damon Aiken
Eric C. Koch

Through the somewhat novel use of conjoint analysis, this work gains insight into fans’ initial preference formations, the weights given to team attributes, and the complexity of the decision task. Two separate studies investigate various team preference factors, including: winning percentage, presence of high-profile “all-star” players, geographic association, social affiliation, and team history within a league. Sport-category differences, gender differences, and fan identification-level differences are explored. Findings suggest fans, in general, appear to view the big three sports of...Read more

Sam Fullerton
G. Russell Merz

Despite its acknowledged contribution to local, national, and global economies, there is no consensus as to exactly what is meant by the term sports marketing. This conceptual paper attempts to address this deficiency via the development of a new framework that is based upon two key dimensions: type of product and level of sports integration. By categorizing goods and services as either sports products or nonsports products and by differentiating between traditional strategies and sponsorship-based strategies, four sports marketing domains are identified. They are the theme-based, product-...Read more

Damon P. S. Andrew
John Grady

The Internet has grown faster than all other forms of electronic technology and all other mediums of communication (Berthon, Pitt, & Watson, 1996). The Harris Poll indicated the number of adult Internet users in the US has steadily risen over the past nine years from 17.5 million in 1995 to 156 million in 2004 (Taylor, 2004). Indeed, while only 9% of U.S. adults were online in 1995, 73% were online in 2004. Studies have shown that some of the most common activities among those who use the Internet “often?or “very often?include getting information about products and services (41%),...Read more

Mark A. McDonald
JinBae Hong

While sport has become a viable component of the marketing promotion mix, a comprehensive set of factors for evaluating the motivations of consumers who watch or play sport is still lacking. This research begins to fill this void by suggesting a motivations framework to organize constructs for evaluating sport consumption. The empirical study develops scales to measure motivations for spectating and participant markets and profiles sports using motivational constructs. The proposed constructs are shown to have implications for marketing managers, advertising agencies, and other researchers...Read more

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