Lauren Burch, Chrysostomos Giannoulakis, and Shea Brgoch
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.
James E. Johnson, Chrysostomos Giannoulakis, and Beau F. Scott
While competitive balance literature is robust when addressing professional sport from an economic perspective, little empirical work has focused on understanding what shapes interscholastic competitive balance policies. Using the theory of distributive justice as a framework, the purpose of this multiple case study was to examine the perceptions of top administrators regarding sociocultural influences on interscholastic competitive balance. Qualitative interview data collected from six state commissioners/executive directors revealed four predominant findings: (a) policy is driven by a philosophical approach that is aligned with the theory of distributive justice; (b) an overemphasis on winning strongly influences policy; (c) political influence through legal threats and state educational policy shapes committee decisions; and (d) the prevailing challenges of policy creation include school size, geography, public/nonpublic status, tradition, sport-specific characteristics, and lack of knowledge. Implications of these findings are discussed.