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The Impact of Social Media: Revolutionary Changes in Sports Marketing

Description

The sports industry is unlike any other in that it connects individuals and consumers from destinations around the world with one common interest. That commonality can be as specific as a favorite player, team, league, or sport. All in all,

The sports industry is unlike any other in that it connects individuals and consumers from destinations around the world with one common interest. That commonality can be as specific as a favorite player, team, league, or sport. All in all, it bands together entire communities with their passion for the game. American sports leagues such as the National Football League, National Hockey League, Major League Baseball, National Basketball Association, and many more, have all revolutionized the way that businesses view marketing though a user friendly, interactive, marketing tool with a universal reach.

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Date Created
2020-05

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Market Development and Revenue Growth in Minor League Baseball: A Case Study Analyzing the Impact of Kids' Club Programs and Strategic Implications

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The following thesis contains a case study analysis of The Lowell Spinners' Canaligator Kids Club in order to explore why kids clubs are important in the market development and revenue growth in sports. It discusses what this particular kids club

The following thesis contains a case study analysis of The Lowell Spinners' Canaligator Kids Club in order to explore why kids clubs are important in the market development and revenue growth in sports. It discusses what this particular kids club had as a model, applies several marketing techniques in a redesigned program, discusses the results of that change, and recommends some future practices going forward. The service marketing and consumer marketing principles applied to the program include rewards incentives, personalized marketing, the impact of face-to-face interaction, social influence, and the marketing funnel. The application of these principles, particularly the rewards program, resulted in an increase of 400% of new members and a 31.17% active participant rate, which serves as a good starting base to use to measure engagement of members in future years.

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Date Created
2015-05

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The Elimination of Olympic Nonrevenue Sports: Unforeseen Consequences

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The purpose of this paper is to raise awareness about the problem nonrevenue sports face today by analyzing the key factors of the failing Division 1 model and providing some unforeseen consequences in the elimination of nonrevenue sports. The first

The purpose of this paper is to raise awareness about the problem nonrevenue sports face today by analyzing the key factors of the failing Division 1 model and providing some unforeseen consequences in the elimination of nonrevenue sports. The first section will explore the elimination and financial trends of NCAA Division 1 in a historical and contemporary context. The second section will provide the deep-rooted problems associated with collegiate sports. Lastly, the third section will analyze unforeseen consequences for athletic departments that should be accounted for when contemplating the elimination of a nonrevenue program.

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Date Created
2021-05

Auspicious Arenas: The Value of Sporting Venues for Fans and Communities

Description

The landscape of professional sporting venues within the United States is changing. From 1990-2018, within the four main American professional sports leagues, 20 new NHL arenas, 24 new NBA arenas, 22 new NFL stadiums, and 26 new MLB stadiums were

The landscape of professional sporting venues within the United States is changing. From 1990-2018, within the four main American professional sports leagues, 20 new NHL arenas, 24 new NBA arenas, 22 new NFL stadiums, and 26 new MLB stadiums were built. As the industry morphs, a handful of new initiatives are being worked into the construct of these venues including increased commercial areas for shopping and restaurants and sharing of the venues between two organizations in an attempt to increase the overall utilization of the spaces. Additionally, in Detroit, San Francisco and Atlanta, where new stadiums and arenas were just recently introduced, the municipalities are using the venues to catalyze further growth and development within the city. However, these trends, while innovative, are tethered to high prices.
This thesis seeks to analyze the changes in how current stadiums are being funded, the public’s reaction to and perception of those financing plans and what the future might hold. Research showed that tax dollars are increasingly unpopular and teams are moving away from using public money to fund sports venues. Gathered for this report, survey data of 815 Arizona State University students supported anecdotal evidence that people within a community are relatively unhappy with the idea of their money being used to partially subsidize wealthy sports organizations’ infrastructure. Altogether, recent evidence suggests that multi-use facilities funded in majority by private wealth are more popular and generate greater economic impact for the municipality than earlier in history, when heavily subsidized venues allowed teams to take advantage of local government and created fan mistrust.

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Date Created
2019-05

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Social Media as a Sports Marketing Strategy: An Analysis of the New York Mets Social Media

Description

Social media has grown into one of the most popular tools in the marketing industry. As social media continues to evolve, it allows for even greater transparency, communication, and relationships among users and businesses. There is no doubting that social

Social media has grown into one of the most popular tools in the marketing industry. As social media continues to evolve, it allows for even greater transparency, communication, and relationships among users and businesses. There is no doubting that social media is an effective way to foster brand loyalty and a community of brand advocates, however successful social media marketing requires a depth of knowledge, understanding of the market, and an established strategy. Social media has been extremely effective in sports business as it allows organizations to create a community for their fans where they can find real-time news, promotions, content, and information about their favorite teams. As an intern for the New York Mets tasked with covering the Arizona Fall League, my experience provided first-hand insight into the use of social media in the MLB. Through an analysis of the New York Mets social media strategy, this thesis discusses the effectiveness of social media as a marketing strategy, best practices, and current trends to provide a well-rounded analysis of the successful implementation of this tool.

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Date Created
2016-12

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Advertising Strategy: Segmentation & Fan Group Analysis of the Waste Management Phoenix Open

Description

My thesis is designed to provide information about the spending habits and return on investment of
certain fan segmentations of Phoenix valley residents, at the WM Open. In 2012, Professor Michael
Mokwa, Professor John Eaton, and Professor Bradley Fay of

My thesis is designed to provide information about the spending habits and return on investment of
certain fan segmentations of Phoenix valley residents, at the WM Open. In 2012, Professor Michael
Mokwa, Professor John Eaton, and Professor Bradley Fay of the Department of Marketing at Arizona
State University’s W.P. Carey School of Business, conducted an Economic Impact Study and a Study
regarding Attendance at the Waste Management Phoenix Open. It was a joint research study with the
ASU W.P. Carey School of Business and the Center for Competitiveness and Prosperity Research, and
the studies were designed to 1) demonstrate the overall economic impact of the tournament on the
Phoenix area, and 2) identify the specific market segments and audience of the Waste Management
Phoenix Open. I used this study as base research to conduct further analysis of the fan segmentation of the
Waste Management Open. I completed two projects: an ‘Initial Project’, and a ‘Secondary Project’, which
analyzed different aspects of fan groups and average fan spending figures.

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The goal of this report is to draw upon the fan clusters (outlined in the initial report) to further
characterize the six unique groups of Phoenix valley residents, calculate out how much revenue each fan
group is responsible for generating, and link the potential return on the investment of WM Open
advertising. This study added the average spending figures (collected by the ASU 2012 Economic impact
study (Mokwa, Eaton, Fay 2012)) and habits to the established market segments. With further analysis, it
was possible to link the advertisement efforts and determine if the current advertising and marketing
strategy fits the different fan segments that attended the tournament. The analysis includes the average
spending of each fan segmentation, critique of the current marketing and advertising efforts, and an
overall study of the WMPO marketing model using the 2016 Advertising and Marketing report along with
sales figures from Communication Links.

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Created

Date Created
2016-12