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Intercollegiate athletics is a multi-billion-dollar segment of the sport industry. Within college sports, football generates the most revenue and media attention while also providing benefits to universities through school spirit, pride in the institution, and support from donors. Previous work has evaluated the relationship between sport marketing and intercollegiate athletics through evaluations of the consumer perspective, but limited attention has been given to the perspectives of the sport organizations or practitioners responsible for the marketing exchange. Therefore, this study utilizes the sport marketing management process model to examine the marketing efforts of professionals (i.e., football sport marketing directors [N=14]) tasked with promoting college football within a particular conference (i.e., Big Ten Conference). In doing so, the research fills a gap in the literature by further evaluating the marketing processes relied upon by intercollegiate athletic departments and the organizational factors impacting these decisions. Using a phenomenological approach, data were collected using semistructured interviews with each football marketing director. The emerging themes involved marketing areas of oversight (i.e., increasing ticket sales and attendance, game day event marketing, and program branding) and organizational elements (i.e., structure, culture, and collaboration). [ABSTRACT FROM AUTHOR]

Intercollegiate athletics is a multi-billion dollar segment of the sport industry. While no college sport brings in as much revenue and attracts more media attention than football, this sport also often provides benefits to each participating university by highlighting school spirit, evoking pride in the institution, and increasing donations. Previous scholars (e.g., Simmons et al., 2017) have examined intercollegiate athletics and sport marketing, primarily by examining the consumer perspective (e.g., motivations, constraints), but not necessarily investigating the organizational or practitioner perspective of the marketing exchange. This study sought to address this gap by examining the perceptions and actions of those (i.e., football sport marketing directors [N=14]) tasked with marketing the sport within one particular conference (i.e., Big Ten Conference). The emerging themes from the collected data reviewed two major themes: goal development and goals; marketing evaluation. Within the theme goal development and goals were the subthemes of information gathering, goal alignment, primary goals, and secondary goals. Within the theme marketing evaluation were the subthemes of standard evaluation methods, informal evaluation methods, and no evaluation method. [ABSTRACT FROM AUTHOR]

The current study sought to identify the effect of team identification on brand attitude and purchase intention in terms of team logo changes. Doubly Multivariate Analysis of repeated measures, 2 (logo change: original and redesigned logo) x 3 (team identification: high, moderate, and low), was conducted on attitude toward the brand and purchase intention of team-logoed merchandise. The results showed that there were significant differences between fans with high identification and fans with low identification. The findings of this study can be beneficial for both sport industry practitioners and marketing scholars by providing an understanding of brand attitude and purchase intention related to new redesigned logos based upon different levels of team identification. [ABSTRACT FROM AUTHOR]

Gaining an understanding of how sports sponsorship dollars generate returns in the consumer marketplace would benefit parties on both sides of any sports sponsorship transaction. This paper provides a framework that sports managers and commercial product marketers can consider when attempting to measure the investment value to a consumer product line of a given sports property. One of the key value drivers used to value a sports property is the level of sponsorship dollars transacted to that property over a given period. Measuring the value of a sports sponsorship investment to a consumer products company remains elusive, however. Using a qualitative framework based on the literature, this paper illustrates how valuation analysis can be applied to sports sponsorship for the purposes of understanding the investment value. [ABSTRACT FROM AUTHOR]

Studying sport in the academia has been in existence for several decades. The educational pursuits in sport have been rooted in such disciplines as history, management, sociology, marketing, organisational behaviour, and law. Communication is another of these established academic disciplines upon which the study of sport has been juxtaposed. One way for the intersection of sport and communication -- sport communication -- to continue to grow as its own academic discipline is through defining the field itself. Therefore, this analysis proposes a unified definition for the academic study of sport communication and examines the unique and integrated elements involved. Such a definitional inquiry assists in the development of the disciplinary parameters and research possibilities of the field of sport communication. [ABSTRACT FROM AUTHOR]

The PGA Tour/Tiger Woods golf series was examined for brand and product placement and found to have 2,100 identifiable brand images, with all but one occurring in the final three years. Brands appearing most frequently included Oakley, Nike, adidas, TW Nike and Tag Heuer. By product category, Nike was leader in equipment (36%) and Oakley in apparel (31%). The results indicate that video games are increasingly seen as viable marketing avenues. [ABSTRACT FROM AUTHOR]