Latest Articles
Marketing Division II athletics to college students: The perceived effectiveness of internally focused promotion tactics
Authors: Martin Barrett and Jeffrey R. Farr
Department of Recreation and Parks Management, Frostburg State University, Frostburg, MD, USA
Corresponding Author:
Martin Barrett, PhD
101 Braddock Road
Frostburg, MD 21532-2303
mbarrett@frostburg.edu
301-687-4475
Martin Barrett, PhD is an Assistant Professor of Sport Management at Frostburg State University in Frostburg, MD. His diverse research interests focus on sport and environmental sustainability, the diffusion of non-traditional sports, and divisional reclassification within intercollegiate athletics.
Jeffrey R. Farr, PhD is an Assistant Professor of Recreation, Parks, and Sport Management at Frostburg State University in Frostburg, MD. His research interests focus on understanding the relationships between families and youth sport participation.
Marketing Division II athletics to college students: The perceived effectiveness of internally focused promotion tactics
ABSTRACT
Sport-based incentives such as sales promotions and atmospheric efforts such as augmenting the core product with entertainment programming are widely used in sport to increase attendance at events. Despite this, there is little understanding regarding the effectiveness of marketing and promotion activities in persuading and motivating college students to attend Division II athletic events. Therefore, this paper sought to understand the
perceived effectiveness of different types of marketing and promotion activities, as well as the relationship between perceived effectiveness and existing attendance behavior. Surveys collected from students attending a public university in the Mid-Atlantic region (N=327) revealed that behavioral response incentives – marketing tactics where the sport product is augmented to better match the primary motive for fan attendance – have the greatest perceived effectiveness in persuading and motivating attendance. In addition, behavioral response incentives were positively related to attendance behavior; meaning students who were already regularly attendees perceived these types of marketing and promotion activities to be even more effective. The results from this study should guide athletic marketing efforts at the Division II level in the implementation of marketing and promotion activities to generate optimal return on investment.
Key Words: athletics, marketing, promotion, incentives, atmospherics
Obesity on the Line! An Analysis of High School Linemen Recruited to Play for “Power Five” Schools
Authors: Jeffrey J. Fountain1, Peter S. Finley2, and Thomas Wuerzer3
1Department of Management at Nova Southeastern University
2Department of Management at Nova Southeastern University
3Department of Public Administration & Real Estate Development at Nova Southeastern University
Correspondence:
Jeffrey J. Fountain
Carl DeSantis Building
3301 College Avenue
Fort Lauderdale, FL, 33314-7796
jeffjf@nova.edu
954-262-8129
Jeffrey Fountain, Ph.D., and Peter Finley, Ph.D., are both Associate Professors of Sport and Recreation Management at the H. Wayne Huizenga College of Business and Entrepreneurship at Nova Southeastern University. Their research interests focus on issues in college athletics with an emphasis on college athlete welfare.
Thomas Wuerzer, Ph.D., is an Associate Professor in the Department of Public Administration & Real Estate Development at Nova Southeastern University. His research focus is on Geographical Information Systems with an emphasis on Public Health
Obesity on the Line! An Analysis of High School Linemen Recruited to Play for “Power Five” Schools
Abstract
Purpose: This article explored the changing body sizes of high school football linemen recruited to play for “Power 5” schools between 2003 and 2020 when factoring in the position group. This study also allowed for a cross-sectional analysis to explore body size differences within and between “Power 5” conferences. Methods: The dataset contained 7,428 linemen, and a cross-sectional design was used to examine position and conference affiliation related to the differences in height, weight, and Body Mass Index over three time periods. Statistical analysis was conducted using nonparametric Kruskal-Wallis H tests and post-hoc analysis with Bonferroni correction for pairwise comparisons. Results: The results showed that while height did not significantly change, weight continued to increase, particularly among defensive tackles, offensive centers, and guards. Conclusions: In some “Power 5” conferences, the number of linemen recruits weighing more than 300 pounds had more than doubled over this period. This adds to the player obesity discussion and the systematic issues that allow linemen to continue to play at weight levels categorized as obese, with little apparent regard for the risk of injury or long-term health implications. Application in Sport: College football decision-makers will be able to use the results of this study to demonstrate a need for new health protocols and policies that reduce the number of obese and significantly overweight linemen.
Keywords: college football, BMI, health risk
(more…)Restructuring NFL Ownership, A New Way Forward
Authors: R. Matthew Hedges1, David Hughes2
1School of Continuing Studies, Sports Industry Management, Georgetown University, Washington D.C., USA
2School of Continuing Studies, Sports Industry Management, Georgetown University, Washington D.C., USA
Corresponding Author:
R. Matthew Hedges, MPS
295 Durham St.
Unit F
Lake Oswego, Oregon 97034
ramonmhedges@gmail.com
541-727-1008
1R. Matthew Hedges, MPS, is a graduate of Georgetown University’s School of Continuing Studies and studied Sports Industry Management. In light of the current sports franchise ownership market and the lack of diversity thereof, Hedges’ interest includes finding a pathway to a more inclusive sports ownership structure.
2David C. Hughes, Ph.D., M.Ed., is an adjunct professor at Georgetown University’s School of Continuing Studies. His specialties include esports, diversity, equity, and inclusion within sports management, and sports technology.
Restructuring NFL Ownership, A New Way Forward
ABSTRACT
Racial discrimination still exists in the NFL today. What has been referred to as a modern-day plantation, NFL franchises have insufficient diversity at the ownership level as well as in the top front office positions. NFL franchise owners have illimitable power and are averse to a 21st-century progressive society. The league is a multi-billion-dollar enterprise that is owned and operated by 32 franchise owners. Although the NFL is the behemoth of the sports industry, there are ingrained systemic issues. Instead of putting a band-aid on a bullet wound, the NFL must address the diversity concerns with strategic initiatives to overcome the deficiencies. A comprehensive top-down structural reformation is required to alter the ownership level. With the introduction of private equity funds, amending the Rooney Rule to include limited partners, and modifying the relationship between NFL franchises and their respective local governments, diversity within senior executives will advance. While the 32 owners have tightly held the reins of the league, a revolution must transpire.
Key Words: NFL Ownership, Diversity in the Workplace, Social Reform, Private Equity, Rooney Rule, Equal Opportunity
(more…)Environmental Sustainability Practices in Minor League Sports [EARTH DAY PUBLICATION]
Authors: Mark Mitchell1, Melissa Clark1, and Sara Nimmo2
1Wall College of Business, Coastal Carolina University, Conway, South Carolina, USA
2University of North Carolina, Charlotte, North Carolina, USA
Corresponding Author:
Professor of Marketing
Associate Dean, Wall College of Business
NCAA Faculty Athletics Representative (FAR)
Coastal Carolina University
P. O. Box 261954
Conway, SC 29528
mmitchel@coastal.edu
(843) 349-2392
Mark Mitchell, DBA is Professor of Marketing at Coastal Carolina University in Conway, SC.
Melissa Clark, PhD isProfessor of Marketing at Coastal Carolina University in Conway, SC.
Sara Nimmo is a 2022 Honors Graduate of Coastal Carolina University. Nimmo currently works in Sports Marketing at the University of North Carolina at Charlotte, and previously served as a Fan Engagement Assistant with MiLB’s Myrtle Beach Pelicans.
Environmental Sustainability Practices in Minor League Sports
ABSTRACT
Recently, there has been heightened attention on what businesses are doing to sustain the environment. This trend has also impacted minor league sports. Many teams have developed and implemented strategies to lessen the environmental impact of their operations. Consultation with officials of a local minor league baseball team, in addition to extensive information search, identified the strategies used by teams and leagues to improve the environmental sustainability of their part of the sports industry. A cluster analysis was then performed to classify the strategies identified into categories of similar topics. To date, the main areas where minor league sport teams have focused their efforts on environmental sustainability are: (1) facility-related matters (i.e., sustainable certificates, renewable energy, and changes in water and fertilizer usage); and (2) waste reduction (i.e., recycling, paperless ticketing, digital publications). Many of these sustainability initiatives were introduced during the COVID global pandemic as teams and leagues sought to play games while concurrently lower costs and limiting contact among fans and staff. Since their introduction, many of these practices, particularly those dealing with waste reduction, have become standard operating procedures. As fans become more aware of the need to reduce the environmental impact of business operations, they will apply those expectations to minor league sports teams and leagues. Teams and leagues are responding driven by the concurrent desire to sustain their business and to lower the environmental impact of their operations.
Key words: minor league sports, environmental sustainability, facilities, waste reduction
(more…)Exploring the mental health needs of university student-athletes during COVID-19
Authors: Nathan D. Grimm1, Krista K. Fritson1, John Duff2, Micah Stall2, and Christopher Waples1
1Department of Psychology, University of Nebraska at Kearney, Kearney, NE, USA
2Department of Intercollegiate Athletics, University of Nebraska at Kearney, Kearney, NE, USA
Correspondence:
Nathan D. Grimm
1011 Hope St
Mankato, MN 56001
ngrimm.1224@gmail.com
(402) 719-1967
Nathan D. Grimm was an undergraduate psychology student at the University of Nebraska at Kearney during the completion of this study and is now a graduate student in the Sport, Exercise, and Performance Psychology program at Minnesota State University, Mankato.
Krista K. Fritson, PsyD is a professor of Psychology at the University of Nebraska at Kearney and Licensed Clinical Psychologist. She serves as the university’s psychologist with athletes. Krista’s areas of research interest include self-efficacy, therapy outcomes, effects of journaling on student learning/engagement/wellness.
Micah Stall, MS, LAT, ATC is an Assistant Athletic Trainer at the University of Nebraska at Kearney.
John Duff, MA, ATC, LAT. is an Assistant Athletic Trainer at the University of Nebraska at Kearney.
Christopher Waples, PhD is an associate professor of Psychology at the University of Nebraska at Kearney. His recent research interests involve quantitative methods, psychometrics, performance feedback, and the recruitment and retention of talent.
Exploring the Mental Health Needs of University Student-Athletes During COVID-19
Abstract
Purpose: The COVID-19 pandemic has had a tremendous effect on the world of athletics. At the beginning of the pandemic, factors like strict health measures and protocols, social isolation, and uncertainties about the future negatively affected athletes’ well-being. The present study explores if student-athletes’ mental health, specifically depression, anxiety, and reactions to competition has improved as the pandemic restrictions/impact decreased. Additionally, we examine the impact that participation in team meetings with a psychologist had on these factors.
Methods: To research this, 166 student-athletes (18-24 years old) attending a Division-II University from the Midwest completed three different questionnaires, the PHQ-9, GAD-7, and SAS-2, across three successive semesters.
Results: Two mixed factorial MANOVA were conducted in this study. The first MANOVA revealed a significant decrease in anxiety (F(2,318) = 11.08, p < .001, ηp2 = 0.07) and depression (F(2,318) = 19.79, p < .001, ηp2 = 0.11) symptoms among the sample athletes as pandemic restrictions decreased. The second MANOVA revealed athletes involved in team meetings reported higher levels of worry (F(1,162) = 11.94, p < .001, ηp2 = 0.07), concentration disruption (F(1,162) = 20.46, p < .001, ηp2 = 0.11), and somatic anxiety (F(1,162) = 4.22, p = .042, ηp2 = 0.03).
Conclusions: Possible explanations for these findings are discussed. Identifying the effects of the COVID-19 pandemic can further assist professionals in developing strategies to boost student-athlete mental well-being and performance during major disruptions to their lives.
Applications in Sports: This study provides evidence of the trends seen in the mental health and resilience of student-athletes as the pandemic progressed and their overall needs from coaches and administrators.
Keywords: sports, college, pandemic, anxiety, depression, reaction to competition
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