Articles in this issue:

• Marketing to Lifestyles: Action Sports and Generation

  Gregg Bennett

  Tony Lachowetz

  The youth market is a highly coveted consumer segment that is difficult to both reach and influence. The current youth market has been called the Echo Boom Generation, but it is most commonly known as Generation Y. This generation of Americans consists of individuals born between 1982 and 2003 (Howe & Strauss, 2000). Generation Y makes up almost 25% of the United States population, while Generation Y’s predecessor, Generation X, makes up only 16% of the population. Individuals born between 1946 and 1964 comprise the Baby Boom Generation, which currently makes up a larger percentage (28...Read more

• Revenue and Wealth Maximization in the National Football League: The Impact of Stadiu

  Matthew Brown

  Mark Nagel

  Chad McEvoy

  Daniel Rascher

  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

• An Exploratory Examination of Attributes Influencing Students' Decisions to Attend College Sport Events

  Mauricio Ferreira

  Ketra L. Armstrong

  This study employed a two-stage procedure to examine the attributes influencing 142 college students?preferences for and frequency of attending their university’s men’s and women’s hockey and basketball games. In stage one, a direct questioning approach of 53 students, the respondents referenced 21 different college sports and generated a composite list of 41 attributes in their general choice criteria for sport attendance. In stage two, a factor analysis of the responses from a sample of 89 students was performed to identify the structure of the 41 attributes. Discriminant analysis and...Read more

• NCAA Corporate Sponsor Objectives: Are There Differences Between Divisions I-A, I-AA, and I-AAA?

  Nathan Tomasini

  Chris Frye

  David Stotlar

  In NCAA Division I from 1997 to 2001, sponsorship revenue increased from $766,000 to $1.38 million per institution, an increase of 79%. Growth primarily occurred in Division I-A at a rate of 91%, while Divisions I-AA and I-AAA grew by 8.3% and 34.0%, respectively. During this period, no division experienced growth rates comparable to the accelerated rate that occurred in the entire sport industry (IEG Sponsorship.com, 2003).Read more

• "Welcome Home": Motivations and Objectives of the 2004 Grand National Olympic Sponsors

  Artemisia Apostolopoulou

  Dimitra Papadimitriou

  Given the increasing dependence of sport organizations and events on corporate sponsorship, this study set out to examine the motivations of the Grand National sponsors of the Athens 2004 Olympic Games and the objectives they sought to fulfill through their sponsorship. Semi-structured interviews were conducted with seven of the ten Grand National Olympic sponsors. Findings indicated that these companies?decision to join the National Sponsoring Program was not entirely business-driven; rather, the desire to support the national effort and a sense of obligation led most companies to enter...Read more

• Likelihood of Attending a Sporting Event as a Function of Ticket Scarcity and Team Identification

  Daniel Wann

  Christina Bayens

  Allison Driver

  Although sport scientists have examined a number of factors that increase attendance at sporting events (e.g., promotions, ticket cost), the impact of scarcity has remained uninvestigated. Based on past research in consumer psychology, it was hypothesized that individuals would report a greater interest in attending a sporting event in which few tickets remained (i.e., the scarce condition) than when tickets remained abundant (the not scarce condition). Additionally, previous studies have predicted that persons with a high level of identification with a target team would be more interested...Read more

• Jerry Bloom and the NCAA Amateurism Laws

  Linda A. Sharp

  In 2002, Jeremy Bloom became the World Cup champion in freestyle moguls skiing and competed in that event during the 2002 Winter Olympics. He also was a member of the University of Colorado football team, but because he accepted endorsements and a modeling contract to help combat the cost of his skiing career, the NCAA ruled Bloom had lost his amateur status to play collegiate football.Read more