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198334 https://hdl.handle.net/2286/R.2.N.198334 http://rightsstatements.org/vocab/InC/1.0/ http://creativecommons.org/licenses/by-nc-sa/4.0 2024-12 66 pages Wylie, Robert Henry McIntosh, Daniel Jones, Taylor Barrett, The Honors College Department of Marketing Beginning in elementary school, students learn the importance of sports ethics, though which ethics matter most differs worldwide (Hoye, Smith, Nicholson, & Stewart, 2015). These differing ethics and the values attached to them significantly impact how sports franchises make decisions, and an examination of the United States and European models shows these substantial differences, as well as their direct and indirect impacts (Van Bottenburg, 2019). This thesis dives into that comparison, using interviews with senior executives in player development and partnerships with franchises that include the Arizona Diamondbacks, Baltimore Orioles, Real Sociedad, and Real Madrid, plus a detailed literature review on a myriad of relevant issues. The sum of this research addresses the following problem statement: How can both American and European sports organizations improve their decision-making processes considering their cultural counterparts' respective successes and failures influenced by both the positive and negative consequences of their cultures? This investigation builds upon previous comparative analyses of American and European sports systems (Stelmach, 2023; Van Bottenburg, 2019). Findings reveal a clear trend: American franchises center on fan engagement through entertainment, innovation, and individualism (Macri, 2012; Stelmach, 2023), while European franchises focus more on tradition, sustainability, and community connection (Mandis, 2016). Each approach has created unique strengths and challenges (Szymanski & Zimbalist, 2005). Through a comparative analysis, the study suggests that learning from each other's best practices could enable both approaches to transcend current limitations. The integration of American and European strategies could create more resilient, globally oriented franchises, strengthening fan loyalty while positioning sports organizations for long-term success (Sherman, 2016). This thesis ultimately encourages sports franchises to adopt a global perspective, transcending traditional approaches to achieve sustainable success in an interconnected sports world (Keshkar, et al., 2019). This conclusion aligns with emerging research on the globalization of sports organizations and their management practices (Huang & Hong, 2015; Heinemann, 1997). Cultural Values Sports Franchise Decision-Making Global Perspective How Can The Values Of A Culture Affect The Decisions Of Sports Franchises?