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Figures

1.1	Simplified model of the consumer–supplier relationship in the sports industry
1.2	Individual vs. corporate consumer
1.3	Top sports Web sites
1.4	The multidimensional nature of sports products using two dimensions
1.5	Model of the sports marketing exchange process
2.1	Contingency framework for strategic sports marketing
2.2	Strategic sports marketing process
2.3	Relationship between levels of strategy
3.1	Marketing research process
3.2	Descriptive research designs
3.4	Designing a questionnaire
3.5	New Year’s resolution survey
4.1	Model of participant consumption behavior
4.2	Maslow’s hierarchy of needs
4.3	Modal of operant conditioning
4.4	Model of cognitive learning
4.5	Model of attitude formation
4.6	Model of consumer socialization
4.7	The structure of social class
5.1	Relationship between spectator and participant markets
5.2	Model of sportscape
5.3	Model for fan identification
6.1	Pro-sports that appeal to teenagers
6.2	Modern family life cycle
6.3	One-dimensional perceptual map of sports
6.4	Two-dimensional perceptual map of sports
7.1	The goods–services continuum
7.2	Product characteristics
7.3	The branding process
7.4	The conceptual model for assessing brand equity
7.5	Relationship among product design, technology, and product quality
8.1	Product life cycle
8.2	Selected product life cycle patterns
8.3	Model of the rate of diffusion
9.1	Communication process
9.2	Hierarchy of effects
10.1	Designing an advertising campaign
11.1	The sponsorship process
11.2	Sponsorship match-up
11.3	Sports sponsorship acquisition model
12.1	Internal and external influences on pricing
12.2	Price elasticity of demand
12.3	Consumer pricing evaluation process
13.1	Implementation phase of the strategic sports marketing process
13.2	Control phase of the strategic sports marketing process

Tables

1.1	The power ranking – 25 coolest minor league stadiums
1.2	NFL media rights
1.3	Most popular sports and fitness activities based on core participation
2.1	College sports TV: the main players
2.2	Top 10 sports video games
2.3	Assessing external contingencies
3.1	Issues addressed at initial research meeting
3.2	Marketing research proposal outline
3.3	North American Golf Report table of contents
3.4	Standardized sports marketing information studies
3.5	Planning and implementing focus groups
3.6	Comparison of methods of administration
3.7	Frequency distribution or one-way table
3.8	Two-way table of cross-tabulation
4.1	Sport participation changes from 2013
4.2	Golfer’s self-reported traits and personality characteristics
4.3	Why people participate in sports
4.4	Segmentation of runners by motives
4.5	Core American values
4.6	Household incomes for selected sports and activities
5.1	Differences between spectators and participants
5.2	Who’s a sports fan?
5.3	Eight value dimensions of sport to the community
5.4	Favorite sports to watch by interest in sports news
6.1	Common bases for segmentation of consumer markets
6.2	Most popular sports/athletic/fitness activities for ages 55+
6.3	AIO dimensions
6.4	Lifestyle Analysis Report: Lifestyle Ranking Index
6.5	Five market segments for golf participants
6.6	PRIZM cluster categories and descriptions
6.7	Market segment vs. market niches
6.8	Six dimensions or attributes of sports
7.1	Wilson Sporting Goods product mix
7.2	Psychological commitment to team scale
7.3	Importance weights allocated to the five TEAMQUAL dimensions
7.4	Quality dimensions of goods
8.1	New product screening checklist
8.2	Concept test for the Beach Soccer World Wide Tour
8.3	Critical success factors for new products
8.4	Extending the product life cycle
9.1	Creating a more effective message
9.2	Making media decisions
9.3	Most watched programs in U.S. television history
9.4	Top 50 sports advertisers
9.5	Evaluating the promotional mix elements
10.1	The creative brief and the client’s role in it
10.2	50 most marketable active athletes
10.3	Guidelines for using sports celebrities as endorsers
10.4	Profiles of major media types
10.5	World regions by Internet penetration
10.6	Benefits of personal selling
11.1	Official sponsors of NASCAR
11.2	Castrol North America – sponsorship criteria requirements
11.3	Sponsorship opportunities for the Wyndham Championship sponsorship levels
11.4	NCAA women’s sports sponsorship growth
11.5	Importance of corporate sports sponsorship objectives by sports sponsorship type
11.6	Importance of sponsorship objectives
11.7	Wegmans LPGA Championship sponsorship levels
11.8	University merchandise sales leaders in 2013
11.9	Why sponsorships fail
12.1	Top professional sports franchise values
12.2	An example of the Fan Cost Index (FCI) for the MLB
12.3	2013 sport/recreational activity participation
12.4	Laws influencing the price of sports products
13.1	Stadium experience rankings of professional sports teams
13.2	Most important skills for sports marketing managers
13.3	Guidelines for designing reward systems
13.4A	Rich Creek Rockers income statement
13.4B	Rich Creek Rockers balance sheet
13.5	Summary of selected key financial ratios
13.6	Examples of key financial ratios
13.7	Top ten sports scandals

Photos

1.1	Fans in grandstand
1.2	The sports collector’s dream – the Baseball Hall of Fame
2.1	After the lockout, the NBA is still thriving
2.2	The mature market: staying young and having fun in record numbers
3.1	The growing number of women’s sport participants is being monitored through secondary market research
3.2	Focus groups and observers
4.1	Two lifelong sports participants in training
4.2	Many consumers see a discrepancy between the “ideal” and “actual” body
4.3	A growing number of consumers participate in high-risk sports
4.4	Sports participants fulfilling the need for self-actualization
4.5	The high involvement cyclist
4.6	Girls’ sport participation in eroding traditional gender roles
4.7	Marathon
5.1	Soccer crowd
5.2	Bullfighting
6.1	Professional sports are realizing the importance of the kids’ market to their long-term success
6.2	Polo is a sport that has typically appealed to the upper class
7.1	A baseball, glove, and bat representing pure goods
7.2	Competition representing a pure service
7.3	Future Redbirds in their St. Louis Cardinals licensed baby gear
7.4	Bike manufacturers must stress the importance of product design and technology
8.1	Concept testing is used to understand consumer reactions to sports such as white water rafting
8.2	Extending the product life cycle of the waterbike
9.1	Having greater knowledge of sports such as hockey moves consumers through the hierarchy of effects
10.1	Stadium signage – one of the first forms of promotion
10.2	Coca-Cola creates a positive association with baseball by using stadium signage
10.3	These runners all exemplify the human billboard
10.4	Athlete signing autographs
11.1	Little League (Youth Baseball League) 477
12.1	To some, golf lessons may be priceless
13.1	Sports organizations often utilize creative marketing strategies to target consumers
13.2	Sponsors such as M&M must design controls to evaluate sponsorship effectiveness

Web captures

1.1	The growth of sports information on the Web
1.2	Ski.com provides information for ski enthusiasts
1.3	NCAA: One of the most powerful sanctioning bodies
2.1	Myrtle Beach Pelicans using a low-cost market niche strategy
2.2	ESPN.com providing sports information via the Internet
2.3	C-12 Lacrosse showing its latest advances in lacrosse technology
3.1	Sport Business Research is an excellent source of primary and secondary data
4.1	Online information source
5.1	Richard Petty driving experience
5.2	New sports facilities such as the Cowboys Stadium in Dallas influence attendance
6.1	A wide array of youth football programs exist that target participation in youth football and cheerleading
6.2	Reaching women’s soccer fans on the Web
7.1	TaylorMade-Adidas Golf extends their product line with Adidas golf footwear and apparel
7.2	Sports logos gallery on the Web
7.3	Licensed merchandise on the Web
8.1	The new sport of Bossaball combines volleyball, football, gymnastics and capoeira
10.1	Cobra Golf using direct objective
10.2	Sales promotion advertised on the Web
10.3	Easton stresses its competitive advantage
10.4	New Ashworth screenshots
10.5	The Internet has become a popular medium for all forms of online purchasing
10.6	The Golf Channel, PGA, and LPGA team up for online contests
10.7	Social media continue to emerge as an interactive Web strategy
10.8	Philadelphia Eagles reach out to the community
11.1	Disabled athletes compete in Paralympic games
11.2	University of Texas’ Corporate partner program
12.1	Loveland Ski may use seasonal discounting
13.1	Sports careers on the Web
13.2	Sponsorship ROI evaluation

Ads

1.1	Concept of sports marketing
1.2	Fantasy sports blurring the line between spectator and participant
2.1	Cobra stresses and improved performance based on their technological product improvements
2.2	NCAA capitalizes on the new opportunities based on the growth in women’s sports
4.1	Wrangler ® & Brett Farve
6.1	Hodgman is capitalizing on the growing mature market
6.2	Pygmy is segmentation on the basis of the family life cycle
6.3	47 Brand positions itself as the official licensee of the National Basketball Association
9.1	Arnold Palmer: one of the most credible endorsers ever

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