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Marketing Football Bowl Subdivision Football to Students at Wisconsin State

Chris Barnhill and Mauro Palmero

Wisconsin State University (WSU) is on the verge of receiving an invitation to join the Mid-Atlantic Conference (a conference with Football Bowl Subdivision [FBS] status). To successfully transition to FBS, WSU needs its students to approve a fee increase to offset the additional costs. Alex Pence, the assistant director of marketing, has been placed in charge of developing a marketing plan to influence students to support the fee increase. Unfortunately for Pence, WSU students have a history of opposing fees for athletics. With pressure from the school’s administration, Pence must figure out how create support for the move while balancing the ethical and political pressures he is facing.

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Grappling with Growth: The Innovative Use of Traditional and New Media Marketing to Enhance Interactions with Consumers

Coyte G. Cooper

Upon being hired as an assistant wrestling coach at a National Collegiate Athletic Association (NCAA) Division I program, you have learned that your head coach has given you the task of spearheading the marketing efforts for the upcoming season. With little knowledge in this area, you have decided to apply to the National Wrestling Coaches Association (NWCA) Leadership Academy in August at their annual convention. After being accepted, you have learned that a primary emphasis of the academy is providing coaches with the skill sets necessary to be the CEO of their program. As you attend the different sessions at the academy, there are a variety of different traditional and new media marketing initiatives that are presented as potential strategies to grow programs at the local level. With a goal of increasing attendance and social media followers, you are now presented with the challenge of developing a plan to better market the program moving forward.

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Leveraging Sponsorships to Meet Organizational Marketing Objectives: A Case Study of a Consumer Packaged Good Product with the Super Bowl

Michael Olejniczak and Thomas J. Aicher

The sponsorship landscape has become increasingly cluttered, making it difficult for brands to stand out amongst ubiquitous sponsors. The National Football League (NFL) and the NFL Super Bowl have exemplified the marketing opportunities, business potential, and sponsorship challenges present in large-scale sporting events. In this case study, we present a fictitious consumer packaged goods beverage company, Staz, and their sponsorship of the NFL Super Bowl. Through the case study, we outline the objectives Staz is attempting to attain through its partnership with the NFL Super Bowl, as well as the activities they employed at national, local and site specific levels. Throughout the case, we present challenges brought on by Staz’s competitors, shortfalls in Staz’s hospitality activities, and the under-utilization of social media during their Super Bowl sponsorship campaign. The reader’s goal is to recognize the activities Staz executed well, while idealizing solutions for the brand’s less effective activation efforts.

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Analytics in Sport Marketing

Ceyda Mumcu and Gil Fried

Hello, my name is Beth and I am a junior at “University of K,” studying sport management. I want to take you through my journey of learning about sport analytics and what analytics means to me now. This semester, I am enrolled in a junior-level sport marketing class. I just completed an assignment

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Pre-Empting the Competition: How Do Shareholders View Sponsorships in the Sport Apparel Industry?

Adrien Bouchet, Thomas W. Doellman, Mike Troilo, and Brian R. Walkup

conclusion. Sponsors cannot simply sit by and relinquish valuable marketing space to their major competitors. Instead, it is possible that competition for such sponsorships has become so fierce that companies must essentially overpay in the eyes of shareholders. Indeed, competition for the scarce marketing

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A Segmentation Analysis of American Sports Bettors by Involvement

Brendan Dwyer, Stephen L. Shapiro, and Joris Drayer

rewards, competition with friends and family, and added excitement ( Sportsbettingdime.com, 2020 ). With the legal landscape constantly changing, much is at stake for sports entities and media providers as sports bettors represent an important stakeholder for economic growth. From a marketing and

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Sports Sponsorship Announcements and Marketing Capability

Kamran Eshghi, Hesam Shahriari, and Sourav Ray

Sponsorship, especially sports sponsorship, is a significant part of the strategic marketing mix deployed globally. In 2018, total global sponsorship spending reached $65.8 billion ( IEG, 2018 ). North America accounts for about a third of this spending, with almost 70% of this being spent on

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Self-Presentation and Social Media Usage: A Case Study of Professional Alpine Skiing Athletes During the Winter Olympic Games and World Cup

Vivien Schibblock, Joanne Hinds, Martin Kopp, and Martin Schnitzer

The benefits of using athletes in marketing campaigns is well established as athletes help to raise their brand awareness and visibility ( Cooley & Parks-Yancy, 2019 ; Fisher, 2015 ; Helal et al., 2018 ; Pegoraro, 2010 ; Pitts et al., 1994 ; Shuart, 2007 ; Su et al., 2020 ; Sutton et

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Opportunities for Advancing Relationship Marketing and Social Media Research

Rebecca M. Achen

Sport marketing researchers have been writing about the application of relationship marketing to sport marketing since the late 1990s (e.g.,  Shani, 1997 ), and when social media platforms began to proliferate, researchers drew on relationship marketing to study and explain their use in sport. The

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Regulating Ambush Marketing in an Increasingly Social Era

John Grady

As mega sport events continue to attract global interest from large audiences of sports fans, they are not only a target for global brands to associate with the event but also often fertile territory for the practice of ambush marketing. Ambush marketing is described as the process of nonsponsor