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Brittany L. Jacobs, Brian Wendry, and Megan Nocivelli

The Premier Rugby 7s case challenges students to consider a digital marketing strategy for a start-up professional sport league. Unlike many major sports in the American marketplace, the case presents Rugby 7s—a relative newcomer to the sporting marketplace—as the newest professional sport. In this case, marketing consultants are faced with the challenge of designing a digital marketing strategy for a “new generation” of sport fans. Drawing upon the tenets of traditional marketing, readers will explore the development of target markets, the challenges in introducing a new sport to fans, how to capitalize on new media trends, and how to differentiate their product in a crowded marketplace.

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Priscila Alfaro-Barrantes, Brittany L. Jacobs, and Brian Wendry

This paper is an extension of a 2019 NASSM Teaching & Learning Fair presentation. It outlines two activities that have been integrated into the sport management curriculum at a small business college in New England.

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Jacob K. Tingle, Brittany L. Jacobs, Lynn L. Ridinger, and Stacy Warner

Sporting culture often celebrates mental toughness and chides weakness, which can stigmatize mental health issues. While some sport organizations have prioritized addressing mental well-being, referees have been ignored. Referees work in high-pressure environments; thus, the need to understand, destigmatize, and normalize the conversation around mental health within the referee community and the larger sporting system is important. Because the prevalence of stress-related issues is greater for women, this study focused on female referees’ well-being, interviewing 20 female U.S. basketball referees via a hermeneutic phenomenological approach. Participants represented various geographical regions in the United States and officiated at levels ranging from high school to professional. Findings revealed Gendered Aggressions negatively impacted the referees, mental health issues are Stigmatized, and more Resources and Support are needed. Results also indicated that officiating can be Cathartic. Suggestions for addressing the referee shortage and improving the officiating experience are included.