Sport executives concerned with maximizing ticket sales often explore different communication channels to reach potential consumers. Advertising and selling discounted tickets through daily deals (e.g., Groupon and Living Social) is an increasingly popular method, yet there is little research on the extent to which sport organizations are using daily deals. A mixed-method design was employed to examine sport organizations’ use of daily deals, including how sport daily deals are most commonly used and the rationale for their use. In Phase 1, a content analysis of Groupon and LivingSocial daily deals e-mailed over 31 days in 11 U.S. cities provided a framework for exploring the types, frequency, and characteristics of sport ticketing deals. In Phase 2, the perspectives of 7 sport-organization executives served as guiding metrics in developing a deeper understanding of daily-deal usage. Findings can inform sport marketers’ ticketing and promotional strategies and provide a basis for theoretical daily-deal application.
Examining the Sport Daily Deal: An Assessment Across Industry Segments
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Cianfrone is with the Dept. of Kinesiology and Health, Georgia State University, Atlanta, GA. Braunstein-Minkove is with the Dept. of Kinesiology, Towson University, Towson, MD. Tavormina is with the Dept. of Tourism, Recreation and Sport Management, University of Florida, Gainesville, FL.
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