Ticket and Sponsorship Sales: Student Perceptions of Learning Through Revenue Generation Projects

in Sport Management Education Journal
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To prepare students for employment in sport, many sport management programs involve students in revenue generation activities, such as ticket or sponsorship sales. Literature evaluating student perceptions of this specific type of experiential learning remains sparse. This constructivist qualitative study evaluated student perceptions of learning from two courses containing experiential revenue generation projects. Data were gathered via structured-question electronic survey. Fifty-one of 60 students participated. Results generally supported previous research conclusions; conducting experiential learning projects increases skill and professional development and offers a realistic career preview but demands significant time commitment. Important contradictions, however, were present in comparison with past literature. The unique nature of sales-based projects involving students in ticket sales and sponsorship sales served as a platform for students to develop critically important interpersonal skills. This benefit was not identified in studies evaluating experiential learning opportunities that did not contain a sales-based component.

Wanless, Johnson, and Judge are with the Dept. of Physical Education, Sport, & Exercise Science, Ball State University, Muncie, IN. Brewer is with Indiana University, Columbus, IN.

Address author correspondence to Elizabeth Wanless at eawanless@bsu.edu