SER Issue 4:1

Contents for SER Issue 4:1

SER 4.1
Authors: Marlene Dixon, Beth A. Cianfrone, Eric MacIntosh, Adam Cohen and Khalid Ballouli
Abstract: Sport & Entertainment Review, Volume 4, No. 1, February 2018.

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Envisioning Sport Programs for the Other 75%: Recapturing a Lost Generation
Authors: Marlene Dixon
Abstract: Several catchy television commercials produced by the NCAA tout the thousands of college athletes who will not play professional sport. For the vast majority of college athletes, college participation will be the end of their com­petitive sport years, as meaningful adult sport participation in the US remains limited. The issue, however, starts much earlier. The vast majority of high school athletes will not play college sport, but will end their organized sport participa­tion at age 18 or so. Further, the vast majority of youth sport participants will not play high school sport, or even middle school sport. In fact, statistics continue to show that by the age of 13, somewhere between 60–70% of American youth have dropped out of organized sport, with the biggest drop­out rate belonging to girls. For me, and many others this drastic dropout rate is alarming.

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Rising Above the Clutter: Brand Awareness of Sponsorships
Authors: Beth A. Cianfrone
Abstract: This past March, I purchased tickets to attend the PGA Tour’s Valspar Championship in Palm Harbor, Florida. While on Ticketmaster, I wondered out loud, “What is Val­spar and why are they sponsoring golf?” As a sport marketing researcher who has spent the last 11 years focused on under­standing how companies can be most effective in promoting their brands via advertising and sponsorships, I was curious about the title sponsorship. A fundamental desired outcome of sponsorships is brand awareness and I had no awareness of Valspar. The sponsorship was activated throughout the tournament—on site, on television commercials, in hard­ware stores, and on the product labels themselves. Upon entering Innisbrook Resort’s Copperhead Golf Course, I quickly realized Valspar was a paint company. Valspar paint buckets served as tee box markers. The caddies wore Valspar hats and brightly colored bibs reflecting the many shades of Valspar paint. The Valspar chameleon mascot was evident on signs. We sat in a beach themed spectator area, on brightly colored Adirondack chairs in the sand and watched players putt on hole three in an area known as the Chameleon Cove. The beach also featured a large 50-ton, 20-foot tall chame­leon sand sculpture. The Valspar Food Truck Rally and Val­spar Color Experience 18th Green Expo had fan activities. Valspar brand ambassadors handed out coupons and Valspar branded sunscreen that featured the wording “Save the color for the walls” with paint swatches, such as Copperhead red (a nod to the Copperhead course), on the bottle. After a day on the course, it seemed Valspar had creatively made paint fit at a golf event and increased my brand awareness. I was not the only one impacted; according to an ESP Sponsor­ship Report (2016), Valspar noticed a 10-point increase in awareness for their sponsorship of the 2016 event.

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Creating an Anti-Hazing Value System: Changing the Culture of Sport and Entertainment
Authors: Eric MacIntosh
Abstract: Creating an Anti-hazing Value System: Changing the Cul­ture of Sport and Entertainment. Participating in sport provides the opportunity for many positive outcomes and benefits, including taking part in increased physical activity, socializing, learning to work in a team environment and developing various athletic skills. However, there are also many negative aspects of sport par­ticipation to be leery of, including injury, harassment, and the topic of this article—hazing.

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Benefits of Writing for Passion, not for Promotion
Authors: Adam Cohen and Khalid Ballouli
Abstract: There are very few individuals in academia whom go their entire career without forming collaborations. These partnerships can develop for a variety of reasons. For some, it can happen out of necessity due to unwieldy research that requires more than one individual. For others, the alliance can form through mutual interest in a given topic. Others might aim to work with as many people as possible simply to maximize their output. Lastly, collaborations can emerge through non-academic reasons such as friendship or other bonding experiences.

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