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The National Basketball Association (NBA) is one of the Big Four Sporting Leagues of US Professional Sports. In recent years, the NBA has enjoyed milestone seasons in both attendance and television ratings, resulting in steady increases to both, over the previous decade. (Morgan, 2017) This surge can be attributed in

The National Basketball Association (NBA) is one of the Big Four Sporting Leagues of US Professional Sports. In recent years, the NBA has enjoyed milestone seasons in both attendance and television ratings, resulting in steady increases to both, over the previous decade. (Morgan, 2017) This surge can be attributed in part to the integration of "cultural recognition" initiatives and the overall message of inclusivity on the part of NBA franchises, with their respective promotions and advertisements such as television, social media, radio, etc. Heritage Nights, such as "Noche Latina," among other variants in the NBA, typically feature culturally influenced changes to team logos, giveaways, and other consumer offerings. In markets where Hispanics make up a significant percentage of the fan-base, such as Phoenix, NBA franchises such as the Phoenix Suns must ascertain the financial or perceptual impacts, associated with risks of stereotyping, offending or otherwise unintentionally alienating different categories of fans. To this end, data was collected from the local NBA franchises' fanbase, specifically Phoenix Suns season-ticket holders, and was statistically checked for significant relationships between both categories of fans and several different variables. This analysis found that only $192K in revenue is being missed through the investment of Heritage Nights, and that fan perceptions of stereotypical or offensive giveaways and practices have no significant effect on game or event attendance, despite the stereotypes toward giveaways and practices still being present. Implications of this study provide possible next steps for the Suns and continue to widen the scope of demographical sports marketing both in professional basketball and beyond.
ContributorsGibbens, Patrick Alexander (Author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Supply Chain Management (Contributor) / School of Music (Contributor) / Department of Marketing (Contributor) / W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
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Description
The advertising industry has an interesting relationship with society. Most consumers do not want to be advertised to but the advertisers need to be catching the attention of future customers, as to allow businesses to grow and develop. However, as advertising practices have continued to pester the public with increasingly

The advertising industry has an interesting relationship with society. Most consumers do not want to be advertised to but the advertisers need to be catching the attention of future customers, as to allow businesses to grow and develop. However, as advertising practices have continued to pester the public with increasingly invasive ads, it is important to discuss how far advertisers should go in invading the lives of the consumer. Advertising is necessary in today's world, as without it many industries that are used daily by consumers would become far less profitable without it, rendering many services and entertainment outlets unable to serve their customers. While necessary, advertising has become nothing more than an annoyance to a lot of consumers, leading to the ultimate question addressed in this thesis: where is the line? In addition to discussing many real-world examples, measuring the extent of the annoyance behind a series of controlled advertisements would become crucial in exhibiting how invasive ads can really be. This lead to the survey which aimed to discover where the line is that advertisers should not cross when continuing to create interesting ads, as they can become a nuisance to the audience they are trying to appeal to. While it is difficult to measure exactly when an advertisement becomes a detractor instead of effective marketing, it is determined that advertisers must truly embrace the audience as well as the medium they use to send their messages. Survey responses led to the conclusion that the advertising industry must be wary of what their audience is attempting to do when companies advertise to them. Advertisers must strive to not become an annoyance to the audience they are marketing to, and must create a cohesive campaign that complements the medium used as to not jeopardize the integrity of the entertainment medium.
ContributorsIvanhoe, Daniel Lee (Author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
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Description
Starting in the 2017-2018 season, the National Basketball Association (NBA) will become the first major U.S. sports league to put corporate sponsors on their jerseys. This is a monumental move in the course of sports history, as it will have a major impact on the fans. Teams, as well as

Starting in the 2017-2018 season, the National Basketball Association (NBA) will become the first major U.S. sports league to put corporate sponsors on their jerseys. This is a monumental move in the course of sports history, as it will have a major impact on the fans. Teams, as well as the league, must walk a line and make sure they are not seen as selling out for more revenue. Even though one of the reasons for allowing teams to sell space on jerseys is for revenue generation, it is also meant to help the NBA increase its exposure and become a global brand that is accepting to corporate investment. To understand how this will play out in the NBA, this report will look at the history of jersey sponsorship in Europe and the United States. Studying how jersey sponsorships have affected fans, teams, and leagues in the past will allow for a better understanding of the new jersey sponsorship market that the NBA is creating. Having a complete grasp on how jersey sponsorship markets in Europe and the U.S. will allow for better predictions on how the market for a major U.S. league will be. As of April 21, 2017, six teams have agreed to deals that involve a corporate sponsor patch on the team jerseys. These teams are from a variety of different markets and have varying level of recent and historical success. This small sample of teams with current deals can be compared to the early deals in other leagues. Some trends can be identified within the current deals based on the monetary investment certain teams are receiving from brands. The partnerships also all have other components to them as well as good brand alignment between the team and the sponsor. To value the remaining 24 teams, a formula was produced that would consider the team's current exposure in the marketplace. Through studying the history of other jersey sponsorship markets, a team's exposure is very important to brands and can allow a team to command a larger dollar amount. A formula was derived to relatively determine the value each team from the point of view of a brand mulling the decision to purchase an NBA jersey patch. Understanding the value of exposure to brands, the formula consisted of five variables that fully encompass how a team gains and maintains its exposure. A survey was also conducted in order to understand the fan in the local area. Our survey sample consisted of students of the W.P. Carey School of Business at Arizona State University. In this survey, we could understand how students felt about certain brands and whether a partnership involving their favorite team could sway their purchase intentions. The survey gave an inside look on some NBA fans and how they feel towards corporate partnerships with teams.
ContributorsSantora, Spencer Dean (Co-author) / Scheetz, Ryan (Co-author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Marketing (Contributor, Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
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Description
General Motors is a well-established American company within the automotive industry. However, the industry is always evolving as new technologies, such as self-driving cars are introduced. This technology is predicted to have an impact on the current industry and change the way the world views transportation. General Motors cannot sit

General Motors is a well-established American company within the automotive industry. However, the industry is always evolving as new technologies, such as self-driving cars are introduced. This technology is predicted to have an impact on the current industry and change the way the world views transportation. General Motors cannot sit by as the technology is implemented if it wishes to continue to do well. Companies like Kodak made this mistake as the industry switched from film to digital photography. Kodak was too slow to react to the change and continued to develop and sell film-based products long after the technology became obsolete, which resulted in the eventual breakdown of the company. General Motors has already taken several steps in the right direction by purchasing Cruise Automation and allowing them to operate independently from the corporate brand. Overall, general public perception of this new technology is cautious, and most probably aren't ready for the high price that these self-driving vehicles will bring. Ride-sharing companies are the first adopters of this technology since they are able to pay the premium prices and can handle the testing of the vehicles. Private consumers cannot buy fully autonomous vehicles but can currently purchase vehicles with semi-autonomous capabilities, such as the Tesla Model S. These semi-autonomous vehicles come with a price that most consumers cannot afford resulting in low adoption rates. However, General Motors can resolve this slow adoption rate among private consumers by developing a new brand within its corporate portfolio under the name, Cruise, to develop, market, and sell self-driving vehicles to ride-sharing companies and commercial shipping companies. This brand will start out by exclusively selling to commercial entities before eventually expanding into the private consumer segment as costs become less prohibitive and adoption rates accelerate. This solution is designed to cement General Motors' position within the automotive industry and establish it as the go-to company for every self-driving need. This relationship developed between the company and the consumer will limit competitors and create a long, financially successful life for General Motors.
ContributorsKalmbach, Albert Christian (Author) / Arrfelt, Mathias (Thesis director) / McIntosh, Daniel (Committee member) / Department of Management and Entrepreneurship (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
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The purpose of this research was to determine whether there was a brand impact on athletes that chose to engage in political activism. This was investigated through research into examples of athlete activism in history and in the modern era as well as with a questionnaire distributed to marketing students

The purpose of this research was to determine whether there was a brand impact on athletes that chose to engage in political activism. This was investigated through research into examples of athlete activism in history and in the modern era as well as with a questionnaire distributed to marketing students at Arizona State University. The research suggests that there is no predictable impact to athlete brand from engaging in politics. Throughout history and in modern times there are examples of athlete's careers getting damaged because of their political involvement as well a instances where the athlete's brand is undamaged by their actions. The primary research results suggest that while the population preferred that sports and politics remain separate, they also believe that athletes have the right to speak out on political issues and engage in protest, and that doing so does not weaken the brand image of the athletes. The information in this research can be used by athletes to determine how their political actions may be received and by companies deciding how sponsoring a politically active athlete may affect their own brand.
ContributorsKeeslar, Alisia Marie (Author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Marketing (Contributor) / W.P. Carey School of Business (Contributor) / Department of Supply Chain Management (Contributor) / School of Sustainability (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
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Almost all surfboard wax on the market today is made of paraffin wax, a product made from crude oil. Paraffin wax is not an environmentally friendly product for surfers. I believe that there is a market for and environmentally friendly surfboard wax. My thesis/creative project will be

Almost all surfboard wax on the market today is made of paraffin wax, a product made from crude oil. Paraffin wax is not an environmentally friendly product for surfers. I believe that there is a market for and environmentally friendly surfboard wax. My thesis/creative project will be to create this business and prepare it for launch. My main deliverable will be a business plan detailing:
• An Executive Summary
• Description of the Business
• Market Analysis Summary
• Sales and Marketing Strategy
• Company Management Summary
• Funding Plan
• Financial Projections
• Appendix if Necessary
By the time I defend, the ECO-Wax (Working Title) business will be ready to launch.
ContributorsTingey, Cameron M. (Author) / Dietrich, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Marketing (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12
Description

Complete Marketing and Implementation Strategy for an Exclusive Student Rental Car Company at Arizona State University

ContributorsO'Neill, Jonathan (Author) / Koretz, Lora (Thesis director) / McIntosh, Daniel (Committee member) / Barrett, The Honors College (Contributor) / Department of Management and Entrepreneurship (Contributor)
Created2023-05
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Description
The Arizona Fall League is a baseball league affiliated with Major League Baseball to provide further development to seven of each MLB team’s top minor league prospects. The games are played at the same stadiums as spring training in Arizona but historically draw a very low attendance in comparison. The

The Arizona Fall League is a baseball league affiliated with Major League Baseball to provide further development to seven of each MLB team’s top minor league prospects. The games are played at the same stadiums as spring training in Arizona but historically draw a very low attendance in comparison. The marketing strategies currently used to promote and advertise the Arizona Fall League are not sufficient to meet the goal of increased attendance and increased profits as a result. The league currently markets its core product to the customer, meaning the actual baseball game itself along with the highly talented players, rather than the actual product provided to fans, meaning the social utility they gain from their experiences at an Arizona Fall League game along with the game. The league needs to focus mainly on two target markets: men and women ages 18-25 and families with children under 18. In order to shift the focus to the actual product, the league’s marketing staff should run promotions (alongside their current promotions) in association with local sports bars or restaurants and places that provide entertainment, such as Top Golf. They also should revamp their social media accounts to integrate a more fan-focused base for their posts, making fans feel like they are a greater part of the experience. These improvements would drive up attendance and generate more profits for the Arizona Fall League.
ContributorsMcCann, Matthew Donald (Author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Finance (Contributor) / School of Accountancy (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
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The first chapter of the Seattle SuperSonics’ story is one full of pride, including a championship run in the 1970s, being one of the most popular teams of the 1990s, along with having an incredibly loyal fan base. The next chapter of that story is one filled with painful memories

The first chapter of the Seattle SuperSonics’ story is one full of pride, including a championship run in the 1970s, being one of the most popular teams of the 1990s, along with having an incredibly loyal fan base. The next chapter of that story is one filled with painful memories for those same loyal fans. In 2008, the team was stripped away from Seattle, eventually landing in Oklahoma City, leaving countless people heartbroken and a gaping hole in the professional sports landscape. For some people, that removal was where the story ended; for many, however, that was just the end of another chapter. The movement to bring the SuperSonics back to the city and their beloved fans began the day after the team left town, and has been going strong ever since. While the voices of fans cry out for a return, many critics say that a new team would no longer be able to flourish in Seattle, and that the NBA should stand pat where they are. This project seeks to determine the truth to that statement by investigating one central question: Should the Seattle SuperSonics be brought back to life? The question is viewed through a pair of perspectives over the course of this paper. The first is based in business, where I completed a thorough analysis that covers five major factors that are crucial to determining success. The second is that of the fans, which was accessed through a survey created to figure out what truly was important to them when looking at a new team. After these perspectives have been examined, the project will turn to the debate that asks which form of reentry would be more efficient for a rebuild: league expansion or relocation of a current franchise. I feel as though this topic is one that should be more well known across the realm of sports, and wanted to shine a light on it through this process. No fan would ever want to experience the kind of loss that comes with their favorite team being taken away, and I believe that acknowledging past failures can help leagues make better decisions in the future.
ContributorsKoufidakis, Nicholas (Author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Management and Entrepreneurship (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
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Description
This thesis project is designed to provide brands and prospective sponsors with information about the habits and tendencies of different segments of eSports fans in order to better assist them in making decisions regarding sponsorship deals and sponsorship activation. This thesis has been based off of “The World of Games:

This thesis project is designed to provide brands and prospective sponsors with information about the habits and tendencies of different segments of eSports fans in order to better assist them in making decisions regarding sponsorship deals and sponsorship activation. This thesis has been based off of “The World of Games: eSports” and “the eSports Playbook” studies conducted in 2017 by Goldman Sachs and Nielsen respectively. The goals of these studies were to:

1) provide a clear and coherent picture of different eSports demographics
2) understand the consumption habits and psychological tendencies of these groups
3) use data to create marketing strategies tailor made to each cluster group.

These studies were used as a basis to create personas encompassing the traditional sports affiliations eSports users have, as well as their attitudes towards different types of advertisements.

The goal of this project is to create marketing strategies for different types of brands tailormade to specific groups of eSports fans based on their traditional sports fandom. By testing the fandom overlap of the most popular traditional sports with the most popular eSports games, useful connections that tie both fandoms together can be made for brands. Certain endemic and non-endemic brands can use this data to help decide which industry is a better fit financially and demographically. Other brands will be able to use this data to create strong marketing campaigns that span both eSports and traditional sports leagues, delivering a clear and succinct message across multiple platforms.
ContributorsStrauss, Logan James (Author) / McIntosh, Daniel (Thesis director) / Eaton, John (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05