This case study examines USA Wrestling’s (USAW) social media use during the 2014 National Collegiate Athletic Association (NCAA) Division I Wrestling Championships. During the three days of the event, a cross-platform content analysis of USAW’s Facebook, Twitter, YouTube, and Instagram accounts formed the foundation of the case analysis. In addition, real-life qualitative interviews were conducted with employees involved with the national governing body’s (NGB) social media implementation plan. Students will be asked to develop social media-based messaging to reach and engage the NGB’s potential stakeholders, based on USAW’s communication strategy outcomes during the NCAA championships. The case provides students with the opportunity to: (a) analyze nonprofit sport organizations, (b) investigate how communication and marketing efforts differ in a not-for-profit environment, and (c) identify to what extent social media sites provide a cost-effective option to entities of similar status. To further support the pivotal role of social media within a sport organization’s overall marketing and communication mix, managerial implications pertaining to stakeholder identification and engagement strategies are included in the analysis.
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Stakeholder Engagement With National Governing Bodies Through Social Media: An Insight Into USA Wrestling
Lauren Burch, Chrysostomos Giannoulakis, and Shea Brgoch
Missing the Mark: Gathering Better Data From Student-Athlete Exit Interviews
James Strode, Melissa Davies, and Heather J. Lawrence
) to 7 ( very satisfied ). Administrators trying to analyze the basketball qualitative data would need to read through the responses and code them in a way that generated themes to make meaning out of student-athlete sentiments. To understand football survey results, a quick tally provides a general
Encouraging the Use of Innovative Practices in Sport Management
Ryan Snelgrove and Laura Wood
sales to the University of Minnesota’s men’s hockey games is presented in Warren’s case study. Students are placed into the role of a sales and marketing consultant who is challenged with the task of analyzing quantitative and qualitative data to develop consumer focused solutions using a design
When Hockey Won’t Sell in Minnesota: Using Design Thinking to Innovate the Ticket Service
Clinton Warren
with great success 3 years ago. As a result, she advocated for an initial attempt to empathize with Gopher men’s hockey ticket buyers by collecting quantitative and qualitative data that could uncover some of the primary pain points that may be underlying the recent decline in season ticket sales and
Breaching a Contract Versus Searching for a Job While Employed: Ethical Dilemmas Faced by Coaches and Administrators When Deciding About a Mid-Season Change in Leadership
Allison Smith, Yan Gioseffi, and Jeffrey Graham
transportation costs). In this example, the athletic director must weigh the pleasure and pain that could be produced, as well as the categories listed above from Bentham ( 2007 ) and then make his or her decision. In comparison to Bentham, John Stuart Mills subscribed to the concept of qualitative hedonism or
Evaluating Name, Image, Likeness Partnerships for Women in the NCAA
Paige Mooney and Melissa Davies
. Beyond the concrete numbers, some of the other evaluation criteria are linked to the athlete’s brand management on a more qualitative side. It is important for Brave Hydration to know who they are partnering with based on the athlete’s current brand image. When an athlete and a brand work together, the
Driving Female Student Attendance at Sizable State University
Liz Sattler, Claire Trattner, and Rebecca Achen
age in England . Leisure Studies, 30, 293 – 308 . Sattler , L. , Rufer, L., & Warren , C. ( 2021 ). A qualitative exploration of college student perceptions of subscription-based ticketing . Journal of Issues in Intercollegiate Athletics, 14, 1 – 21 . Simmons , J. , Popp , N
Recovering From the Houston Astros’ Sign-Stealing Scandal: A Case Study on Protecting a Professional Sport Organization’s Reputation Through Crisis Communication
Vinu Selvaratnam
-astros-public-relations-sign-stealing Barrett , S. ( 2005 ). Spokespersons and message control: How the CDC lost credibility during the Anthrax crisis . Qualitative Research Reports in Communication, 6 ( 1 ), 59 – 68 . Baseball Reference . ( 2020 , May 23 ). Black Sox Scandal . Baseball Reference . https
A New Pitch: Building an Innovative Sport Organization Through Sport Employees
Nathan Baer, Claire C. Zvosec, Brent D. Oja, and Minjung Kim
Quarterly, 16 ( 3 ), 341 – 363 . doi:10.1080/16184742.2016.1164735 10.1080/16184742.2016.1164735 Winand , M. , Rihoux , B. , Robinson , L. , & Zintz , T. ( 2013 ). Pathways to high performance: A qualitative comparative analysis of sport governing bodies . Nonprofit and Voluntary Sector
Sport4Change: Adapting to COVID-19 Through Innovation
Mitchell McSweeney, Per G. Svensson, and Michael L. Naraine
://www.dw.com/en/coronavirus-india-will-take-years-to-recover-from-unemployment-crisis/a-54959382 Hall , M. , Andrukow , A. , Barr , C. , Brock , K. , de Wit , M. , Embuldeniya , D. , … Vaillancourt , Y. ( 2003 ). The capacity to serve: A qualitative study of the challenges facing Canada’s non-profit and voluntary organizations . Toronto, ON : Canadian Centre for Philanthropy
