SMQ Issue 5:3

Contents for SMQ Issue 5:3

A Case Study on Sports Property Servicing Excellence: National Football League Properties
Authors: Rick Burton
Abstract: The role of marketing at most professional leagues (NFL, NBA, NHL, MLB) is becoming increasingly more visible and important. In particular, these groups (e.g., NFL Properties, NHL Enterprises) are responsible for managing corporate sponsorships, retail licensing activities, league-related advertising, and extensive fan research. Interestingly, despite selling multimillion- dollar relationships to aggressive and experienced sponsors/vendors, these leagues are finding they must optimize the servicing of their new (or existing) partners if they are to continually generate increased revenues for the leagues and teams they support. In addition to creating comprehensive marketing plans and long-term strategies designed to increase the value of their respective leagues, these marketing arms must now service multiple high-profile masters on a daily basis.

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The Status of Athletic Marketing in Division 1A Universities
Authors: Darryl L. Lehnus, Glenn A. Miller
Abstract: This study was an attempt to examine the current status of athletic marketing in Division IA institutions in the United States. As athletic department deficits continue to increase, athletic marketing could play a significant role in alleviating these pre

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Spectator Knowledge of Hockey as a Significant Predictor of Game Attendance
Authors: James J. Zhang, Dennis W. Smith, Dale G. Pease,
Abstract: The primary purpose of this study was to examine the extent to which spectator knowledge of hockey affects game attendance. The relationship of socio-demographics and hockey knowledge of spectators was also evaluated. Spectators (N = 172) from three second

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SportsMarket Bytes: The Ever Expanding Impact of Technology on Sport Marketing, Part I
Authors: Jay Gladden
Abstract: Technology is greatly altering the way the sport product is marketed. Over the next two issues, SportMarketBytes will provide the reader with a glimpse of the impact and future ramifications of technological advancements. Part One will highlight the prominence and continual development of the Internet as a source for sport marketing activity. Part Two will focus on technological developments impacting the future of sport marketing. CommerceNet ESPNET Sport Zone The Internet

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Niche Analysis: A Strategic Measurement Tool for Sport Managers
Authors: George R. Milne, William A. Sutton
Abstract: This paper presents a methodology, called niche analysis, for measuring market competition for spectator and participant sports. Two studies illustrate how niche analysis can evaluate the links between sporting activities using both syndicated and traditional survey data. Managerial insights and strategies based on information gained from niche analysis are discussed.

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SMQ PROfile 5-3
Authors: SMQ Editor
Abstract: Matt Levine San Jose Sharks Trinity College Columbia University

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