Marketing Objectives of Professional and University Sport Organizations

in Journal of Sport Management
View More View Less
  • 1 University of Ottawa
Restricted access

Purchase article

USD  $24.95

Student 1 year online subscription

USD  $87.00

1 year online subscription

USD  $116.00

Student 2 year online subscription

USD  $166.00

2 year online subscription

USD  $221.00

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.

All Time Past Year Past 30 Days
Abstract Views 1345 870 42
Full Text Views 74 34 1
PDF Downloads 59 13 2