This research examines the competitive niche positions of 36 sports and fitness activities reported in an American Sports Activities 1993 tracking study. The article discusses the advantages of viewing competition from an ecological niche perspective and presents a measure of competitive resource overlap (CRO) used in marketing for measuring niche breadth and niche overlap. The empirical study presents an intuitive mapping of the sports market and calculates the niche breadth and niche overlap for each sport. Managerial implications for sporting goods manufacturers, advertising agencies, corporate sponsors, fitness consultants, and other professionals interested in participant sports markets are given.
George R. Milne is Assistant Professor of Marketing, Mark A. McDonald is Lecturer in Sport Studies, William A. Sutton is Associate Professor of Sport Studies, and Rajiv Kashyap is PhD Candidate in Marketing. All authors are at the University of Massachusetts at Amherst. Send all correspondence to George R. Milne, School of Management, University of Massachusetts, Amherst, MA 01003.