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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
Description
This paper is intended to identify a correlation between the winning percentage of sports teams in the four major professional sports leagues in the United States and the GDP per capita of their respective cities. We initially compiled fifteen years of franchise performance along with economic data from the Federal

This paper is intended to identify a correlation between the winning percentage of sports teams in the four major professional sports leagues in the United States and the GDP per capita of their respective cities. We initially compiled fifteen years of franchise performance along with economic data from the Federal Reserve Bank of St. Louis to analyze this relationship. After converting the data into a language recognized by Stata, the regression tool we used, we ran multiple regressions to find relevant correlations based off of our inputs. This paper will show the value of the economic impact of strong or weak performance throughout various economic cycles through data analysis and conclusions drawn from the results of the regression analysis.
ContributorsAndl, Tyler (Co-author) / Shirk, Brandon (Co-author) / Goegan, Brian (Thesis director) / Eaton, John (Committee member) / School of Accountancy (Contributor) / Department of Finance (Contributor) / Department of Supply Chain Management (Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)
Created2017-12
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Description
Social media has evolved so quickly in the past two decades and continues to grow and change at a rapid pace. This way of connecting and communicating with others has become so ingrained in daily life and can have a major influence on people's actions. Social media and social networking

Social media has evolved so quickly in the past two decades and continues to grow and change at a rapid pace. This way of connecting and communicating with others has become so ingrained in daily life and can have a major influence on people's actions. Social media and social networking look vastly different today than it did in the past, and will continue to change for the future. The sports and travel industries are no exception to the integration of social media. Both entities understand the importance of being prominent in the online domain and connecting to the Millennial generation. It is crucial for young people to learn how to positively use social media in the classroom and in the workplace as their lives become consumed by this digital world. The emphasis on social media in different facets of society can bring both positive and negative connotations along with it, depending on how, when, and why people decide to use it. Social media is not meant to replace all interactions and forms of contact, but rather enhance these relationships. By analyzing the history of social media, current trends and effects, this project seeks to forecast the impact that social media will continue to have in the future. In the fast paced world today, social media and other forms of electronic communication will only continue to increase and be intensified. This project explores how social media has impacted society, most importantly, the travel industry and the sports industry. Social media will continue to expand knowledge, connect people all over the world, and enhance experiences as it inevitably becomes even more integrated into everyday life.
ContributorsHomes, Taylor (Co-author) / Larkin, Anna (Co-author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Marketing (Contributor) / Department of Supply Chain Management (Contributor) / WPC Graduate Programs (Contributor) / School of Accountancy (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
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Description
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
Description
Las Vegas, Nevada has been considered the "Entertainment Capital of the World" bolstering what seems like endless possibilities and attractions for those who come looking to have a good time. From the many storied casinos that line The Strip, to replicas of wonders of the world, and the countless attractions

Las Vegas, Nevada has been considered the "Entertainment Capital of the World" bolstering what seems like endless possibilities and attractions for those who come looking to have a good time. From the many storied casinos that line The Strip, to replicas of wonders of the world, and the countless attractions the city hosts such as the world-renowned shows and other blockbuster events, Vegas seems to have it all. However, one thing seems to be missing \u2014 professional sports. This project highlights the introduction of Las Vegas' first ever professional sports franchise, the Golden Knights, along with the journey it took to get there. Beginning with origins of professional hockey and the foundation of the NHL in 1927, the League has grown substantially in size that spans over 19 states, from coast to coast, across the country. From the NHL's first expansion in 1967, the league has witnessed immense growth through the influence of broadcasting rights and seen through increased television ratings, in-game attendance numbers, and youth hockey registration numbers in markets throughout the United States. The growth and promotion of hockey culture in regions outside the North and Northeastern part of the nation have led to the recent expansion of hockey into Las Vegas. This thesis covers the steps in which the new Vegas franchise was formed, in addition to the key factors that led to the team's incredible inaugural season success which has marked them the most successful expansion team ALL North American sports history. Finally, after displaying the contributions the Golden Knights have had on the ice, this thesis illustrates the impact the team has made off the ice both for the Las Vegas economy and the local community. Through the construction of Vegas' state of the art arena, the franchise's ticket and merchandise sales, the media value and attention the team has brought to Las Vegas, and the increase in jobs created for the city, the Golden Knights have been generating hundreds of millions of dollars for Las Vegas. As the city's first professional sports franchise, the Golden Knights have truly become a successful addition to the "Entertainment Capital of the World," and to the NHL itself.
ContributorsDickson Darr, Gage (Author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / Barrett, The Honors College (Contributor) / Department of Supply Chain Management (Contributor)
Created2018-05
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Description
Purpose: The purpose of this project was to map the process by which Division I sports are added at universities and to create a blueprint for any passionate and driven individual who would like to see their sport of choice added at any college.

Methods: Information for this study was

Purpose: The purpose of this project was to map the process by which Division I sports are added at universities and to create a blueprint for any passionate and driven individual who would like to see their sport of choice added at any college.

Methods: Information for this study was gathered through qualitative interviews with sports administrators at eleven of the twelve universities in the PAC-12 conference. This primary research was supplemented with secondary research of media sources and
PAC-12 and NCAA documents.

Results: Four key factors are involved in adding a new Division I sports program at any university. These factors are: funding, Title IX status, conference and sport status, and administrative mindset.

Conclusion: The four factors stated above are critical in the addition of any new sports program, though there will be significant variations from sport to sport and from university to university. In the case of men’s wrestling at USC, the group of advocates needs to demonstrate the significant value adding wrestling will bring to the athletic department and school. They should also follow this up with a clear plan of how they will navigate the funding, Title IX requirements and conference status.
ContributorsSmall, Conner (Author) / Nelson, Kelly (Thesis director) / Jones, Zeke (Committee member) / Department of Economics (Contributor) / Department of Supply Chain Management (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
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Description
The focus of this research paper is understanding the impacts of human factors on the technology innovations in automobiles and the direction our society is headed. There will be an assessment of our current state and the possible solutions to combat the issue of creating technology advancements for automobiles that

The focus of this research paper is understanding the impacts of human factors on the technology innovations in automobiles and the direction our society is headed. There will be an assessment of our current state and the possible solutions to combat the issue of creating technology advancements for automobiles that cater towards the human factors. There will be an introduction on the history of the first automobile invented to provide an understanding of the what the first automobile consisted of and will continue discussing the technological innovations that were implemented due to human factors. Diving into the types of technological innovations such as the ignition system, car radio, the power steering system, and self-driving, it will show the progression of the technological advancements that was implemented in relation to the human factors that was prominent among society. From there, it is important to understand what human factors and the concept of human factor engineering are. It will provide a better understanding of why humans have created technology in relation to the human factors. Then, there will be an introduction of the mobile phone industry history/timeline as a comparison to show the impacts of how human factors have had on the development of the technology in mobile phones and how heavily it catered towards human factors. There will be a discussion of the 3 key human factors that have been catered towards the development and implementation of technology in automobiles. They are selecting the path that requires the least cognitive effort, overestimating the performance of technology, and reducing the attention due to an automated system being put into place. Lastly, is understanding that if we create or implement technology such as self-driving, it should not solely be for comfort and ease of use, but for the overall efficient use of transportation in the future. This way humans would not rely heavily too much on the technology and limit the effect that human factors have on us.
ContributorsParham, Gi-onli (Author) / Keane, Katy (Thesis director) / Collins, Gregory (Committee member) / Department of Supply Chain Management (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05