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.
Chris Barnhill and Mauro Palmero
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
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.
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.
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
Charmaine DeFrancesco and Joseph J. Cronin
There is a significant need for identifying marketing techniques and strategies to enhance the career opportunities of the sport psychologist. Unfortunately, few sport psychologists have the entrepreneurial skills needed to reach alternative target markets. Professional service marketing can help the sport psychologist identify and develop strategies for employment and career opportunities. This paper examines current issues concerning the sport psychology profession, the role of marketing in professional service organizations, and a six-step marketing procedure for creating a professional marketing plan for the sport psychologist. The six steps of the marketing process include (a) situational analysis, (b) identification of service availability, (c) market assessment, (d) identification of decision-making roles, (e) marketing plan, and (f) evaluation process.
Nicholas Burton and Cheri Bradish
The emergence of ambush marketing as a marketing communication alternative to official event sponsorship over the course of the past 3 decades has led to a number of major advances in sponsorship management and relations. Event organizers, host governments, and forward-thinking corporate partners
Gashaw Abeza, David Finch, Norm O’Reilly, Eric MacIntosh and John Nadeau
Emerging from its interdisciplinary roots into a distinct field in the early 1980s ( Berry, 1983 ), relationship marketing (RM) evolved as an important conceptual lens for both marketing scholars and practitioners ( Agariya & Singh, 2011 ). Since Berry’s ( 1983 ) first and formal description of the
Jonathan A. Jensen and T. Bettina Cornwell
Sponsorship of sport, arts, and entertainment-related organizations has become an essential part of the marketing mix for brands. On a global basis, $60.1 billion was spent by brand marketers on sponsorship in 2016, an increase of 4.6% from 2015 ( International Events Group [IEG], 2017 ). From the
Andrea Richardson, Bing Han, Stephanie Williamson and Deborah Cohen
Longitudinal research capitalizing on natural experiments and randomized controlled trials suggest that park renovations and marketing/outreach may attract park users and increase the physical intensity of the activities that take place on park grounds. 21 – 27 For example, urban parks with new outdoor