Sport Marketing Quarterly (SMQ)

Volume: 16
Issue: 4
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Articles in this issue:

  • Jacquelyn Cuneen
    Nancy E. Spencer
    Sally R. Ross
    Artemisia Apostolopoulou

    This study presents a perspective on advertisements featuring female drivers that appeared in the official Indianapolis 500 programs from 1977 to 2006. Specifically, content analysis was used to track the succession of female drivers’ depictions in the programs over the 29-year period from Janet Guthrie’s rookie year to Danica Patrick’s second race appearance. Ads were analyzed for pose, connotation, role portrayal, and camera angle. Descriptive statistics indicated that prior to 2003, the drivers’ (Guthrie, Lyn St. James, Sarah Fisher, and Patrick) ad depictions were most often strong and...Read more

  • Heath McDonald
    Constantino Stavros

    This paper reports on a four-stage study that investigated the motivations and future intentions of recently lapsed members (season-ticket holders) of professional sports organizations, and the marketing responses of those organizations to the issue of customer retention. Survey responses from over 1,000 recently lapsed members across five large sporting clubs were collected. A further study on one club was then conducted to compare attitudes and demographics of lapsed members to those who renewed. The responses suggests that although these lapsed members report that they joined to...Read more

  • T. Christopher Greenwell
    Janghyuk Lee
    Dylan Naeger

    Customer complaints and comments provide managers with an important source of information, and an analysis of these critical incidents provides additional insight into which aspects of the spectator experience customers identify as being vital. Using the critical incidents technique (CIT), data on 1,111 positive and negative aspects of the spectator experience were collected from 831 customers at two different minor league sporting events. Incidents were categorized to identify aspects both favorably and unfavorably influencing customers. Findings identify which aspects of the spectator...Read more

  • John Grady

    Fantasy sports have become an increasingly popular outlet for average sports fans desiring “ownership” in a fantasy professional sports league. According to the Fantasy Sports Trade Association (2006), 15-18 million players participate annually in fantasy sports leagues. “With fantasy sports generating an estimated $100 million in revenue and growing at a 7%-10% [rate] annually, unions and leagues see a lucrative opportunity to cash in on players’ names and performance” (McCarthy, 2006. p. 1). Given the driving force behind fantasy sports is the combined use of player names and statistics...Read more

  • Yosuke Tsuji
    Gregg Bennett
    James Zhang

    The purpose of this study was to examine the relationships of service quality, satisfaction, and future intentions of attendees at a large-scale action sports event. More specifically, effects of core service quality and peripheral service quality on satisfaction and future intention were examined in an action sports event setting. Structural equation modeling was utilized to investigate the effects of the two service components on satisfaction and future intentions. Respondents (N = 2,297) were satisfied with the event and reported positive responses toward services provided by event...Read more

  • Michael D. Musante

    Mary Davis is the Vice President of Ticket Operations for the NBA’s Cincinnati Devils basketball team. As Mary walked to her office from the breakfast meeting she could not help but wonder how the fan base would respond if the proposed ticket increase for next season was implemented. While there were still eight home games left in the season, it was clear that many of the fans had given up on the team. She feared the announcement of a ticket increase would further erode fan attendance.Read more