FiT Publishing

Advertising, sponsorships, and other marketing communications are commonplace in the contemporary world of sports. Are sports fans irritated and annoyed by this commercial bombardment or are they accepting of the role of sports advertising? This study investigates consumers’ perceptions of commercial messages during televised sporting events. The results indicate that fans of two of the most popular US sports (NFL and NASCAR) generally have high levels of sport commercial acceptance (SCA) in televised broadcasts. NASCAR fans—particularly those highly identified with the sport—are the most...Read more

Guided by the Attitude-Behavior Relationship framework, Drayer, Shapiro, Dwyer, Morse, and White (2010) qualitatively developed and proposed a conceptual model to explain the relationship between fantasy football and National Football League (NFL) consumption. Within this framework, it was proposed that in-season game outcomes related to one’s favorite NFL team and fantasy football team impact a participant’s attitudes and trigger additional NFL consumption. Utilizing a pre-post research design, the purpose of the current study was to assess a fantasy participant’s attitudinal and...Read more

According to Fullerton (2010), licensing is a value adding process that provides sport organizations (both licensor and licensee) with significant revenue streams. For instance, the National Football League (NFL) is projected to earn $2.7 billion from the sales of logoed merchandise (Rovell, 2010). In order for sport organizations to maximize benefits as licensors and licensees, it is imperative that they develop and maintain a licensing plan for copyrighted marks and logos. A well-developed licensing plan would guide sport organizations in protecting the brand value of their own works and...Read more

A plethora of research has examined sport spectator motives (James & Ridinger, 2002; Robinson & Trail, 2005) yet much of this research has focused on spectators watching their favorite team. Thus, this research sought to expand the current motives literature by comparing spectators’ motives for watching their favorite team versus watching games in which their favorite team is not involved. Participants’ motives were assessed using Trail and James’s (2001) Motivation Scale for Sport Consumption (MSSC). Results revealed the motives of drama, skill, and social were rated the highest...Read more

Pro football, the game for the ear and the eye … This sport is more than a spectacle, it is a game for all seasons … X’s and O’s on the blackboard are translated into imagination on the field.” This 13 seconds of digitally-altered audio, incorporated by National Football League Films, Inc. into “The Making of Madden NFL ’06,” lies at the heart of the lengthy legal saga between the estate of John Facenda and NFL Films (Facenda Jr. v. N.F.L. Films, Inc.., 542 F.3d 1007 (3rd Cir. 2008). The Third Circuit’s decision is instructive on three key fronts. First, it highlights the continued...Read more

Previous research has examined the factors that predict the face value of tickets in the primary market. Oftentimes, however, fans place a different value on tickets based on a variety of factors (team success, opponent, day of the week, etc.). The secondary market illustrates fans’ willingness to pay prices that are considerably different from the actual face value of the ticket. This study examined the factors that influenced fans’ perceived value for NFL playoff games during the 2007-2008 season using sell prices on www.ebay.com. Results indicated...Read more

The opening of the Palace of Auburn Hills, the SkyDome, and Oriole Park at Camden Yards led to the beginning of a construction boom in professional sport. In the National Football League (NFL) alone, 26 stadiums have been built or renovated in the past 10 years. Due to the additional revenue generated by these facilities and the NFL’s current revenue sharing system, professional football franchises are building new stadia for economic reasons rather than to replace unusable or unsafe facilities. The purpose of this study was to determine if a significant difference in net revenue change...Read more

The opening of the Palace of Auburn Hills, the SkyDome, and Oriole Park at Camden Yards led to the beginning of a construction boom in professional sport. In the National Football League (NFL) alone, 26 stadiums have been built or renovated in the past 10 years. Due to the additional revenue generated by these facilities and the NFL’s current revenue sharing system, professional football franchises are building new stadia for economic reasons rather than to replace unusable or unsafe facilities. The purpose of this study was to determine if a significant difference in net revenue change...Read more