Marketing Objectives of Professional and University Sport Organizations

Click name to view affiliation

Hal Hansen University of Ottawa

Search for other papers by Hal Hansen in
Current site
Google Scholar
PubMed
Close
and
Roger Gauthier University of Ottawa

Search for other papers by Roger Gauthier in
Current site
Google Scholar
PubMed
Close
Restricted access

The heads of marketing and promotion for major professional and university sport organizations were asked to rate the relative importance of 19 marketing objectives on a 5-point Likert scale; 164 responded. Factor analysis resulted in the creation of six factors: player quality, community image of team, entertainment value of sport, team marketing, team as a contender, and attractiveness of game location. ANOVA, Tukey, and student t tests used on the data resulted in significant differences between leagues for the two factors of community image of team and entertainment value of sport. Professional teams favored 5 of 6 objectives over university teams: value of ticket price, entertainment value of the sport, image of the team, community-oriented nature of the team, and availability of athletes for community events.

Hal Hansen and Roger Gauthier are with the School of Human Kinetics at the University of Ottawa, Ottawa, ON, Canada, KIN 6N5.

  • Collapse
  • Expand
All Time Past Year Past 30 Days
Abstract Views 3647 429 39
Full Text Views 159 20 2
PDF Downloads 119 9 2