ISSN: 1543-9518|Vol. 24

The Globalization of Professional Basketball: Context and Competition Matters in the NBA, WNBA, and Olympics

Authors: Howard Bartee, Jr., Ed.D.1

1School of Public and Allied Health, Division of Kinesiology and Physical Education, Prairie View A & M University, Prairie View, TX, USA

Corresponding Author:

Corresponding Author:
Howard Bartee, Jr., Ed.D.
Prairie View A & M University
700 University Drive
Prairie View, TX 77446
[email protected]
770-314-4415

Howard Bartee, Jr., Ed.D. is an Assistant Professor of Health and Kinesiology-Sport Management at Prairie View A & M University in Prairie View, TX.  His research interests include sports management and communication, sports analytics, and organizational behavior within the context of health and kinesiology. With nearly twenty-five years in higher education, Dr. Bartee has served in administrative capacities and previously taught sports management and sports administration courses at Houston Christian University in Houston, TX and Belhaven University in Jackson, MS. Dr. Bartee has further spearheaded initiatives related to sports career services, student advisement, and program and curriculum development. 

ABSTRACT
The role of professional basketball has evolved through the years given socio-historic and current perspectives involving the NBA, WNBA, and Olympics.  Such perspectives have shaped the context and competition for globalization and the subsequent impact and implications for the broader basketball industry.  

Key Words: athletic competition, sports history, international ambassadors

INTRODUCTION

Professional basketball for both men and women, as a globalized sport, has grown tremendously from the days of the peach basket on the basketball court to now being played in a virtual environment of NBA 2K video games.  Globalization refers to global, international merging of diverse national economic, socio-cultural, political, and technological forces into a single and coalesced society (14).  Internal and external forces have influenced the expansion of the game and which, in effect, draw attention to professional basketball leagues and the Olympics in understanding how they have impacted these outcomes. 

From a practical viewpoint, while the careers of LeBron James (NBA), Kevin Durant (NBA), Steph Curry (NBA), Tina Charles (WNBA) and Diana Taurasi (WNBA) may have reached a twilight stage, when considering their careers in totality, their contributions to professional basketball arena and the broader public of media and related markets informed globalization given their appeal across the world stage.  When considering the emerging careers of Jaylen Brown (NBA), Victor Wembanyama (NBA), Caitlin Clark (WNBA), A’ja Wilson (WNBA), and Angel Reese (WNBA) launch, their emerging careers offer a unique opportunity for the professional game of basketball within the United States to (re)define a model for how to expand globally within the current state of professional basketball and the role of the Olympics. 

Thus, using sociohistorical and current perspectives and demographical information, the following questions guide this exploration:  

  1. What is the impact of the WNBA and NBA, post-1992 Olympics to the present, for the globalization of the game of basketball? 
  2. What implications do the globalization of professional basketball hold for WNBA, NBA, and the broader Olympics?

These questions provide the context for understanding how the game of basketball and some marketing aspects has evolved given expanding technological aspects and the unique comparisons between the different eras of growth since 1904.(13) These questions show how competition within the NBA and WNBA contributes to overall globalization and marketing outcomes. (1). Using the implications of both context and competition, these questions offer a broader understanding of the impact of the globalization of basketball and how it informs the future state of the game, the players and related marketing components (9).

Context Matters for the NBA and WNBA and Olympics Demographics as Globalization Impacts

A View on the 1992 to the 2024 Olympics on Men’s Basketball for Globalization

Context matters for globalization of men’s basketball, particularly given how the 1992 Olympics for men brought forth a new playing field of competition.  The competition that became apparent was focused on the United States closing the gaps between amateurism, professionalism, and international competition. With the convergence of these three concepts came the entrance of NBA players into the Olympics Games as well as the first steps toward globalization.   According to Olympic history, “in 1992, for the first time, NBA players were allowed by FIBA to represent the USA and all other countries in national team competition” (7). At the time, the 1992 U.S. team was considered the greatest team ever assembled as they dominated the 1992 Olympic tournament, led by Michael Jordan, Magic Johnson and Larry Bird, on their way to winning the gold medal. Photo #1 features this team of NBA professional players competing on the international scene changed the game of basketball forever.  (2)

Photo Credit: Bill Bender The Sporting News) Inside the ‘Dream Team’: A complete roster & history of USA’s 1992 Olympic men’s basketball team | Sporting News

And so, from the 1992 Olympics to the 2024 Olympics, globalization of basketball has increased on various levels, both domestically and internationally.  The resulting impact of these changes has resulted in different responses from different nations. It is important to note that not all countries are excited to release their valuable athletic resources for the capitalistic society of the NBA in the United States, yet there are many countries that do support the globalization movement to a more diverse marketplace of professional basketball.  

To that end, when it comes to the global sports marketplace, professional basketball has grown as indicated by the countries represented. This has allowed new players and fans to enter the game. One of the most important entrances into the NBA was that of Yao Ming from China being drafted by the Houston Rockets in 2002 as the #1 pick and later a global ambassador for the 2008 Olympic Games.  During these years, following the Beijing Olympics until 2012, basketball competition highlighted the effect of how global inclusion started affecting the outcome of games as the European league players were competing more closely with NBA players.  The progression of basketball globalization moved to whole new levels not only based upon player competition in the Olympic Games, but also, based upon player entrance into the professional ranks of the NBA.  Over the last sixteen years, the team has won gold in 2012, 2016, 2021 (during the pandemic years, following postponement in 2020), and most recently, in 2024.  With the influx of new players, fans, and corporate sponsors, especially since the 1992 Barcelona Olympics until the 2024 France Olympics, consideration of different aspects of this globalization are provided. 

As a result, what is of interest to note for the NBA teams is that the countries now performing well on the Olympic stage are also sending players to the NBA through the draft.  The impact of this new wave of draftees is not only influencing the Olympics, but it is also influencing the draft classes, as history shows us.  For example, the NBA and the Olympic Games have both seen shifts in roster makeups and globalization efforts over the last 32 years, since the 1992 Dream Team played in Barcelona, Spain. In the following Figure 1, there is a state-by-state visualization of the birthplace of U.S. born NBA and ABA Players. Figure 1 is as follows:

From countries abroad to the United States, a basketball “rite of passage” is being seen in the total number of draft picks being selected between U.S. Born NBA and ABA Players in comparison to those non-U.S. Born basketball players. Figure 1 shows the top 5 states are as follows:  California (443), New York (440), Illinois (302), Pennsylvania (250), and Texas (211).

As a result, Figure 1 provides the foundation for understanding how opportunities could be provided through the NBA draft on a worldwide scale, particularly given the relationships or networks that can be established within each of these countries.  These contacts help to create a context for toward globalizing efforts. And while these networks or relationships do not guarantee NBA stardom or a roster spot, they do provide a glimmer of hope and expanded area for recruitment.  This hope extends for not only the individual players, but for their countries, communities, families, and friend, which, in effect, is an upside trend of a new global basketball marketplace is emerging.   Table 1 particularly identifies the birthplace of non-US born NBA and ABA Players.  Table 1 indicates the following:

I

Table 1, according to (16), shows most of the non-US born NBA and ABA players are born in the top three (3) countries of Canada (n=54, France (n=38), and Germany (n=27). Table 1 also shows the gap existing between the birthplaces of those coming from larger countries compared to those coming from smaller countries.  What can be surmised from Table 1 is that while the competition gap has gotten smaller, the challenge to enhance greater roster structures has become increasingly important.  Owners, general managers, and coaches are feeling the need to scout not only the colleges of America, but they must also scout the high schools and the international leagues of the world.  The increased attention on these different talent pools is not only affecting NBA business locally, but it is also affecting NBA business globally.  Particularly within this structure, global scouting is being shown through current NBA rosters.  The NBA is experiencing expanded growth internationally. Table 2 particularly identifies the countries of those players from the different countries.  Table 2 is as follows:

Table 2, according to (11), shows that the majority of the players come from the country of Canada with the next highest number of players coming from the country of France.  A number of countries have only one player that comes from there.  Table 2 identifies the frequency in which foreign players (N=125) were on opening day NBA rosters during the 20232024 season.  The table reveals that 20.8% of the players were from Canada, while 79.2% of the players were from 39 other countries. In effect, it can be surmised that over a period of one season, Canada had more players on 2023-2024 Opening Day NBA rosters as compared to the other 39 countries represented on the 2023-2024 rosters.  Table 3 shows the nationalities of the

NBA All Star players.  Table 3 is as follows:      

Table 3, according to (11), identifies the frequency in which foreign players (N=7) were on the NBA All-Star rosters during the 2023-2024 season.  The table reveals that 27% of the player appearances were from seven countries, while 73% of the player appearances were from the United States during this same period. As a result of these findings, it can be assumed that over a period of the most recent NBA All-Star Game, players with a primary United States nationality had more All-Star game appearance in the 2023-2024 season as compared to the other7 foreign countries and 7 foreign players represented during this same period inclusive of the Eastern and Western Conferences. Context matters.

A View on the 1976 Olympics on Women’s Basketball for Globalization

Context matters, too, with regards to women’s basketball.  Starting in 1976 at the Olympics and continuing in 2024, there has been tremendous growth in the sport of women’s basketball.  During these past forty-eight years, the United States has led the world in the number of gold medals received during Women’s Basketball Olympics competition.  With this level of dominance, the United States and women’s basketball players have evolved since winning a silver medal in 1976.  Their first year of competition included players Luisa Harris, Nancy Lieberman, Ann Meyers, Cindy Brogdon, Susan Rojcewicz, Nancy Dunkle, Charlotte Lewis, Gail Marquis, Patricia Roberts, Mary Anne O’Connor, Patricia Head and Juliene Simpson and Photo #2 features this Women’s Basketball Olympic Team. (5)

Photo Credit: Bill Bender The Sporting News) Inside the ‘Dream Team’: A complete roster & history of USA’s 1992 Olympic men’s basketball team | Sporting News

These players were coached by Cal State Fullerton Head Coach Billie Moore and assisted by Stephen F. Austin Head Coach Sue Gunter in the first year of Olympics competition to their current eight Olympics gold medal winning streak in 2024. Photo #3 highlights the women’s basketball team winning in 2024. (6) 

Photo Credit: Mark J. Terrill/AP (2024 USA Women’s Basketball Team) US women win eighth straight Olympic basketball gold medal – CSMonitor.com

Table 4 highlights the 2024 Olympics Team comprised of players from across the country and is shown as follows: 

Source: Kyle Irving (The Sporting News) USA women’s Olympic basketball roster: A’ja Wilson, Breanna Stewart headline 2024 U.S. team for Paris | Sporting News

Table 4 shows that the majority of the women’s basketball players came from the Las Vegas Aces.  Only one player came from the Connecticut Sun and the Seattle Sun.  Table 5 highlights the coaching staff for this Olympic Team and is shown as follows:

Table 5 shows a diversity of coaches that was inclusive of both university and professional areas.  This integrated approach certainly allowed for a broadened perspective on coaching to be enacted.  Notwithstanding, with the passage of Title IX in 1972 and the growth of women’s basketball in the United States between 1972 and the bicentennial year of our nation’s founding in 1976, a team was able to be fielded for the Montreal Olympic games in Canada.  Though the team from the Soviet Union would win the gold medal in 1976, there was stiff competition as the United States finished with the silver medal and the team from Bulgaria would win the bronze.  Consequently, the evolution of women in basketball emerged in various ways within the country and beyond.  Context matters.

Competition Matters for NBA and WNBA and Olympics Demographics  as Globalization Impacts

A View on The Team and Medals Received in Men’s Basketball for Globalization

Competition matters as part of globalization and impact for the NBA.  History shows that since 1936, the United States has led the world in the number of gold medals received during Men’s Basketball Olympics competition.  As Table 6, Table 7, and Table 8 show, excluding, 1940 and 1944, in which Olympic Games were not held and noted as N/A, the United States has won 81% of the gold medals, three countries, the old Soviet Union (17.3%),  Yugoslavia (17.3%) and France (17.3% )have won 52% of the silver medals, and two countries, Brazil (13%) and

Lithuania (13%), have won 26% of the bronze medal.  With this level of dominance, the United States and its’ basketball players are a cut above the rest in terms of Olympic basketball and international participation in both men’s and women’s basketball.   More specifically, Table 6 indicates that the men received a substantial number of gold medals.  Table 6 indicates the following:

Men’s Olympic Gold Medals Since 1936 (N=21)

Table 6, according to (10), shows how the United States has won substantially more gold medals than any of the other competing countries. No other country has come close to the United States in receiving gold medals in basketball.  Table 7 highlights the silver medals received by the United States since 1936.  Table 7 is as follows:

Table 7, according to (10), shows that a three-way tie existed between France, the Soviet Union, and Yugoslavia with having four (4) medals.  The United States has received one (1) silver medal along with the countries of Canda, Croatia, and Serbia.  Table 8 highlights the number of bronze medals received since 1936 by different countries. Table 8 shows the following: 

Table 8, according to (10), shows that the countries of Brazil and Lithuania have received three (3) bronze medals.  The United States has received two bronze medals along with the countries of the Soviet Union, Uruguay, Yugoslavia, and the one listed as N/A.  Thus, the composition of the medals received by the United States is clearly at the gold level with less medals being received at the silver and bronze levels.  Table 9, however, provides insights into the competition experienced by those who were part of the NBA finals.  Table 9 is as follows:

Table 9, according to (4), identifies the frequency in which players with foreign nationalities (N=6) were on NBA Finals rosters during the 55 years of NBA Finals MVP selections from 1969 to the most 2024 season.  The table reveals that 6 of the 35 (17%) of the MVP Finals MVPs were from France, Greece, Nigeria, Serbia, U.S. Virgin Islands, and Germany, while 29 of the 35 (83%) were of United States nationality.  As a result of these findings, it can be assumed that over a period of 55 years of NBA Finals from 1969-2024, pre-

1992 and the Olympic Dream Team in Barcelona, all Finals MVP’s were of U.S. Nationality, while post-1992 and until most recently, in 2023, there six individuals that have won the coveted title of NBA Finals MVP as a direct result of globalization of basketball.  Table 10 shows the following outcomes in the competition from those involved with the NBA Finals and their background:  

Table 10, according to (4), indicates how the players came from the San Antonio Spurs the majority of the times which indicates a priority of producing MVPs might be emphasized within that organization. These players primarily came from the U.S. Virgin Islands which also might indicate a pipeline being utilized to recruit players from that area.  Nevertheless, with globalization, competition matters.   

A View on The Team and Medals Received in Women’s Basketball for Globalization

Competition matters, too, for women’s basketball when considering globalization.  As Tables 11-13 show aggregately and collectively, the United States has won 77% of the gold medals, while two countries, Australia (23%) and France (15%) have won silver medals with eight countries winning at least one silver medal each to make up the remaining 62% of medal recipients; whereas two countries, Australia (23%) and Russia (15%) have won bronze medals with eight countries winning at least one bronze medal each to make up the remaining 62% of medal recipients. Table 11 highlights the United Sates in comparison to other teams. 

Table 11 is as follows: 

Women’s Olympic Gold Medals Since 1976 (N=13)

Table 11, according to (10), indicates the Soviet Union as only having received one gold medal since 1976.  The United States Women’s Team has had ten (10) gold medals within this time.  Table 12, however, highlights the silver medals where Australia had the highest number of silver medal at three (3).  Table 12 is as follows:

Women’s Olympic Silver Medals Since 1976 (N=13)

Table 12, according to (10), shows several countries with only one silver medal. Some of those countries include China, Australia, South Korea, Spain, and others.  Table 13 highlights those countries that have received bronze medals since 1976.  Table 13 is as follows: 

Women’s Olympic Bronze Medals Since 1976 (N=13)

Table 13, according to (10), indicates Australia with the highest number of bronze medals.  Russia has received two (2) silver medals while several countries received one (1) bronze medal.  What becomes evident is the consistency of the United States as the recipient of gold medals throughout the years.  Australia is identified as the country that is next in terms of the medals received since this time. Competition matters.

Shared Implications on Context and Competition Matter:   The NBA, WNBA, Olympics, and Globalization for Basketball

Context and competition have shared implications for globalization when considering the NBA, WNBA, and the Olympics. From historic Olympic, NBA, and WNBA games to the more recent Olympic, NBA, and WNBA games, it remains important to continuously consider the sociohistorical and current impact upon the globalization of the game of basketball.   Both the NBA and WNBA markets are continuing to evolve into the vision first spoken by late NBA Commissioner, David Stern vision of globalization and during the WNBA’s first president, Val Ackerman, service as a U.S. representative to the International Basketball Federation (FIBA), to grow the game of basketball.  Currently, as it stands in 2024, the economic, social, political, and technological changes that are taking place are evident as the game of basketball is part of the global sports industry, that is worth $484 Billion Dollars in 2023, according to The Business Research Company in April of 2024, with an expected market growth rate of 6.1% over the next five years from $484 Billion in 2023 to an estimated $862 Billion in 2028.(15) Such financial outcomes collectively shape the context and competition for professional basketball.  

Furthermore, the Olympics Games of 2024 has provided a unique example of how much the game has grown ever since the 1992 Dream Team of NBA Players entered the competition.  Through the vision of the late NBA Commissioner, David Stern, and the continued efforts of current NBA Commissioner, Adam Silver, the game and competition continued to improve. This year’s Olympic Game Gold Medal Games was another example of how far globalization has come as the United States of America competed in the Men’s and Women’s finals again the host country of France, with each of these games featuring players from not only globally, but from the NBA in the Men’s Gold Medal Game and from the WNBA in the Women’s Gold Medal Game. 

To that end, from both context and competition stances, the game will continue to build upon the past success of this year’s Olympic Games as it was viewed globally by millions.  With almost 400 million fans in 2024, basketball continues to expand across the globe.  For example, this year’s Men’s Olympic Games gold medal game averaged 19.5 million viewers on NBC and Peacock, which according to the (3) in the New York Times (2024).  According to LeBron James in that same article regarding the United States Olympic Games Gold Medal Game, “we got our moment…it’s a basketball world and everybody loves the game; we just hope that we continue to inspire people all over the world”.  As one of the most recognizable figures in the game and the first active NBA billionaire player, LeBron James, along with Kevin Duran, Steph Curry and the 2024 Olympic Gold Media winning team of NBA superstars, the U.S. Team was able to capture the gold and continue in the legacy of past U.S. Olympics teams made up of NBA superstars. 

Additionally, from an WNBA perspective, the U.S. Women’s Olympic Team, led by WNBA MVP, Aja Wilson of the Las Vegas Aces’ and her fellow WNBA and Olympic teammates was able to win the gold medal over France with “a peak viewership of 10.9 million for the final half hour of the one-point affair” (8).  With the growth of women’s basketball on the collegiate level, through the emergence of budding stars, Caitlin Clark (Iowa) and Angel Reese (LSU), they are now in the WNBA, with Clark, with the Indiana Fever and Reese, now with the Chicago Sky and will potentially be in the 2028 Olympics to help extend their record eight straight goal medal streak started in 1996. As a result, the future is very bright with the new stars emerging in the NBA, WNBA and Olympic games, while the old guard passes the torch to the next generation.  Therefore, as the past is cherished, the present is held and the future is embarked upon, basketball is changing because of the demographic makeup of National Basketball Association (NBA), Women’s National Basketball Association (WNBA) and Olympic team rosters in 2024 and beyond (12). Context and competition matter.

            In closing, since the founding of basketball at Springfield College by Dr. James Naismith in 1891, for both men and women now, the pathways into the globalization of professional basketball has expanded from a small college to larger colleges and universities to professional leagues to countries from across the world.  With there being no boundaries, the opportunities for globalization remain limitless. Thus, the success of individual teams led by those individual basketball players born outside of the United States has not only led to an increased fanbase, but also has allowed the Olympic game talent to become more talented.  As “Table 1: Birthplace of non-U.S. Born NBA and ABA Players” and “Table 2: NBA Rosters from a Global Perspective, 2023-2024” show, the nationalities of players have grown exponentially, while at the same time, selection of MVP’s has grown as well.  The cities of Houston, San Antonio, Dallas, Milwaukee, and Denver, which now boast NBA Finals MVP’s have all represented their counties well, along with those respectful induvial players.  

            When considering both context and competition, with the U.S. dominance in both Men’s and Women’s Gold Medal games, the next four years will offer interesting perspectives to consider as countries seek to close the talent gap between those teams that have and those two teams that have not.  These are tremendous efforts, particularly since 2020/2021 during the pandemic when the teams of the NBA and WNBA, had to play in the bubble, the unintended yet, resulting, outcome has led to higher medical protocols and concerns for those participating then and even now.  In effect, many will wonder how globalization will influence context and competition for the next four years.  With the Olympics coming to Los Angeles in 2028, it will be critical that those involved in sports stay encouraged as the games continue to grow as the growth will foster itself as new markets come aboard.   Moreover, as new forms of gaming enter the technical arena, having knowledge of the past histories allows one to be able to learn the necessities for current and future matters of context and competition, particularly given the rise of e-sports and related virtual gaming.  By learning the game through e-sports and video games, participants can utilize their movements into today’s face to face games.  Strategic planning and coaching sessions help to make today’s understanding of the globalized basketball game in a more reflective and projected manner. Within these types of sessions, learning about the world of gaming offers more engaging and relevant experiences.  Such sessions create the platform for further advancing the globalized game of basketball for engaging professional and amateur worlds.  With the popularity of the NBA and WNBA and the Olympics being at an all-time high, understanding the globalization of basketball, particularly given the implications and impact of context and competition, becomes important for how the future game of professional basketball is shaped for future generations

REFERENCES

  1. Babbin, B.J. & Zikmund, W.G. (2015). Exploring marketing research. 11th ed. (Independence, KY: Cengage Learning).
  2. Bender, B. (2020, May 6). Inside the ‘Dream Team’: A complete roster & history of USA’s 1992 Olympic men’s basketball team. Retrieved on September 12, 2024 from Inside the ‘Dream Team’: A complete roster & history of USA’s 1992 Olympic men’s basketball team | Sporting News
  3. Deitsch, R. (2024, August 11). U.S.-France men’s basketball final averages 19.5 million viewers, most watched gold medal game since 1996. Retrieved on September 1, 2024 from https://www.nytimes.com/athletic/5694751/2024/08/11/usa-france-basketballolympics-viewership/
  4. ESPN. (2024). NBA History – Finals MVP. Retrieved on September 19, 2024 from NBA Awards – Finals MVP – National Basketball Association – ESPN
  5. FIBA.Basketball. (2024). Women Join the Men In Montreal To Take First Olympics Steps in 1976. Retrieved on September 12, 2024 from Women join the men in Montreal to take first Olympic steps in 1976 – FIBA.basketball
  6. Fienberg, D. (2024, August 11). U.S. Women Win 8th Straight Olympic Basketball Gold Medal. Retrieved on September 12, 2024 from US women win eighth straight Olympic basketball gold medal – CSMonitor.com
  7. Jenkins, K. (2024, August 11). NBA and WNBA at the Olympics: Rosters, medal counts, more. Retrieved on September 12, 2024 from NBA and WNBA at the Olympics: Rosters, medal counts, more – ESPN.
  8. Lundberg, R. (2024, August 13). Team USA Women’s Basketball Olympics Viewership Numbers Released. Retrieved on September 8, 2024 from Team USA Women’s Basketball Olympics Viewership Numbers Released (si.com).
  9. Masteralexis, L., Barr, C., & Hums, M. (2018). Principles and Practice of Sport Management. Burlington, MA: Jones & Bartlett Learning).
  10. Merrell, C. (2024). Olympic basketball: Complete List of Winners and Medallists. Retrieved on September 10, 2024 from Olympic basketball: Complete list of winners and medallists (olympics.com)
  11. NBA. (2024). NBA rosters feature 125 international players from 40 countries. Retrieved on September 12, 2024 from NBA rosters feature record 125 international players from 40 countries | NBA.com
  12. Olympics. (2024). Paris 2024: Record Breaking Olympic Games On and Off the Field. Retrieved on September 2, 2024 from IOC – International Olympic Committee | Olympics.com.
  13. Sage, G., Eitzen, D., & Beal, B. (2019). Sociology of North American Sport.11th ed. (New York: Oxford University Press).
  14. Sanjay, G. & Chimanlal, K. (2018). Globalization through sports. Retrieved from https://old.rrjournals.com/wp-content/uploads/2018/10/664-668_RRIJM180310132.pdf
  15. The Business Research Company. (2024, April 17). Sports Industry Revenue and Top Trends for 2024 and Beyond. Retrieved on September 11, 2024 from Sports Industry Revenue and Top Trends for 2024 and Beyond (marketresearch.com)
  16. World Population Review. (2024) NBA Players By Country 2024. Retrieved on September 11, 2024 from NBA Players by Country 2024 (worldpopulationreview.com).
2024-12-03T15:53:49-06:00December 20th, 2024|Contemporary Sports Issues, General, Olympics, Research, Sports Exercise Science|Comments Off on The Globalization of Professional Basketball: Context and Competition Matters in the NBA, WNBA, and Olympics
Read More

Maximizing Youth Sports Engagement on Social Media: How Visual Impact and Message Appeal Shape Consumer Responses Online

Authors: Wan S. Jung1, Won Yong Jang2, and Soo Rhee3

1Department of Professional Communications, Farmingdale State College, New York
2Department of Communication and Journalism, University of Wisconsin, Eau Claire, Wisconsin
3Department of Mass Communication, Towson University, Maryland

Corresponding Author:

Wan S. Jung, Ph.D
Knapp Hall 30
2350 Broadhollow Road, Farmingdale, NY 11735-1021
[email protected]
934-420-2276

Wan S. Jung, PhD is an Associate Professor of Professional Communications at Farmingdale State College, NY. His research interests focus on the credibility assessment process of digital information.

Won Yong Jang, PhD is a Professor at the University of Wisconsin, Eau Claire. He specializes in 1) international communication, 2) news media and society in East Asian countries, 3) climate change policy & communication, 4) public opinion on North Korea’s Nuclear Program, and 5) territorial disputes in the Asia-Pacific Region.

Soo Rhee, PhD is a Professor at Towson University, Maryland. Her research interests include luxury brand advertising, gender portrayals in advertising, dynamics of electronic word-of-mouth, cross-cultural studies in advertising and message strategies in health advertising.

ABSTRACT
An increasing number of people rely on the Internet as their primary information source and use it to share their opinions and thoughts with others. Generally, individuals adopt a systematic approach when processing sports information, evaluating its completeness and accuracy due to the serious consequences of incomplete or inaccurate information, such as monetary loss and negative impacts on child development. However, our study finds that the heuristics of online information, even with subtle changes in design features, generate more positive attitudinal and behavioral changes compared to central cues (i.e., informational posting). Our findings suggest a dissociation between involvement and the effects of heuristics. This study also provides an empirical framework for predicting how people process information in digital media environments. Additional findings and implications are discussed.

Key Words: youth sport communication, visual impact of social media posting, message appeal

INTRODUCTION
The youth sport market is a huge and fast-growing industry, ranging from organized sports leagues to recreational activities. The market for youth sports in the United States stood at 15.3 billion U.S. dollars in 2017 and grew to 19.2 billion U.S. dollars by 2019 (11). With a fast-growing trend (i.e., a growth rate of 25.4% from 2017 to 2019) with various options, parents became more active in searching for information. As social media are pervasive, rapidly evolving, and increasingly influencing parents’ daily life and their sport consumption, parents increasingly turn to the internet as a source of community, which helps them connect, communicate, and share information (18).

The rapid growth of online sports information production and dissemination through social media parenting communities (e.g., Facebook local groups and Nextdoor) raises important research questions about how individuals process online information provided by other consumers (i.e., experienced parents whose child(ren) have participated in your sport programs) in youth sport consumption decision making. Moreover, since sport consumers make decisions about whether or not to adopt online sports information based on their own judgement (e.g., attitudinal formation), how individuals evaluate online information is central to sports communication agendas.

Although the formation of attitudes toward information can be attributed to multiple aspects of that information (e.g., source credibility, information completeness), sport consumers using online resources are more reliant on how the information is presented than on the quality of the argument (10), and subtle graphical adjustments become relevant when online parenting community members share their own experiences with other members on social media platforms. In order to emphasize their own views, web users often create visual prominence using subtle design elements, such as capitalized subject lines, copy-and-paste text art (also called keyboard art, e.g., ≧◡≦), or bullet-point symbols. In addition to subtle design changes, the characteristics of the online posting can be varied based on the degree of informativeness (i.e., emotion-based versus information-based).

The purpose of the current study is twofold. First, it will explore the effect on attitudinal formation and behavioral intentions of the message appeals and subtle graphical adjustments of posts in online parenting communities in the youth sport consumption context. Second, the study will investigate whether the strength of the relationship between attitude and behavioral intentions varies based on message appeals. Overall, the study will seek to advance understanding of digital media by examining how small graphical changes and message appeals impact youth sport consumers’ attitudes and behaviors when searching for consumer-generated information (e.g., testimonials) in online communities.

LITERATURE REVIEW
Parent-to-Parent Online Information in Youth Sport Consumption
“It takes a village to raise a child” is a proverb to explain the role of and community support in parenting. As social aspect is one of the primary factors that drives parents and their children to be involved in sport program (1), the influence of other parents’ opinion and the role of parent community are even more prominent in youth sport consumer’s decision making process. Braunstein-Minkove & Metz (2019) noted in their research on the role of mothers in sport consumption that youth sport consumption might not always about the sport but the experience. Therefore, parents of youth rely on other parents’ opinion to obtain relevant and sufficient information and evaluate various youth sport program options available. In order to provide the best sporting and exercise experience for their children, parents of young children are willing to hear voices of other parents (i.e., testimonial) regarding the type of sports, sports programs, and sporting events their children would participate in.

With the modern technology and the advent of social media, the notion of the village (or supporting community) has been expanded from a physical village to a digital community. Social media platforms support a variety of user generated content to be disseminated to other users and allows users to participate in interactive discussions. Among the various types of social media platforms, Facebook have become the most prevalent web-based service in the world (21) and remaining the most popular site by far (12). Also, Facebook recently provides an option to mark the group type as parenting group, which gives parents new ways to discover and engage with their communities (5). Though the role of online community and the influence of information from other youth sport consumers (i.e., testimonials from other parents in such online community) in youth sport consumer’s decision-making process became more prominent, there is no previous research to explore the effects of the presentation of online information on consumers’ attitudinal and behavioral response in youth sport consumption context.

The Impact of Visual Prominence
Quick and low effort cognitive information processing has been investigated in the field of psychology since the 1970s (e.g., 9, 13), and the research indicates that impression formation is the result of the perceiver’s rapid response to selective or incomplete information. In other words, one’s appraisal of an event occurs without intention or conscious thought. Theories of impression formation in the context of digital communication have been developed by Fogg (2003) and Wathen and Burkell (2002), and their studies suggest that visual prominence—the visual salience that allows people to effortlessly notice the presence of graphic elements (e.g., bold vs. non-bold font)—is a primary driver of attitudinal formation, rather than information quality.

The impact of visual prominence can also be explained by individuals’ reliance, when making decisions, on transactive memory systems, which consist of two key elements: internal memory (e.g., personal experience) and external memory (e.g., another person’s expertise; 14). The presence of an external memory will activate a transactive memory system, and such a dependency on external memory increases efficiency and cognitive labor power (20). Thus, external sources of knowledge can have a significant impact on one’s perception of what to accept as true and how confidently to accept it.

The theoretical and empirical evidence for transactive memory systems is based on offline social interactions (e.g., interactions within family groups). However, recent studies suggest that online sources can also trigger transactive memory systems due to the similarity between the process of outsourcing cognitive tasks to other people and the process of outsourcing cognitive tasks to the Internet (6). This nonhuman transactive memory network is further fueled by the unique features of the Internet (e.g., accessibility, breadth, immediacy of information), but such features may distort one’s ability to calibrate personal knowledge because the boundary between internal and external memory becomes unclear. That is, individuals often mix up information obtained through the Internet with information stored in the brain, and this illusion inflates self-ratings of competence regarding personal knowledge and decision-making (17). Recent research on such illusions also suggests that people tend to believe they can solve problems even in unfamiliar domains and that their decision-making processes are often based on heuristics, such as visual prominence (7, 8); the impact of visual prominence would thus be greater in digital media environments.

Since online parenting community members can establish the visual prominence of their postings on social media platforms only with subtle graphical adjustments, the current study will investigate how subtle changes (e.g., capitalizing subject lines, use of text art) to posts in online youth sport communities influence individuals’ attitude formation and behavioral intentions. Given the exploratory nature of the topic of individual information judgment in digital media environments, the following hypotheses are proposed:
H1: Visually prominent postings in online youth sport communities form stronger attitudes than less prominent postings.
H2: Visually prominent postings in online youth sport communities form stronger behavioral intentions than less prominent postings.

The Impact of Involvement on Message Appeals
The persuasiveness and prevalence of various appeal types (e.g., emotional, informative) have been extensively examined in different contexts, such as brand familiarity (Rhee & Jung, 2019), cultural variability (Han & Shavitt, 1994), and involvement (Flora & Maibach, 1990). However, less is known about the differential effects of appeal types in the context of online youth sport communities, and the current study therefore presents an exploration of the question of which type of message appeal is most persuasive in such communities.
The elaboration likelihood model (ELM; 16) is one of the most prominent theoretical frameworks employed in the message appeal literature and is applied in various contexts, such as public health service announcements (Perse et al., 1996), crisis management (Lee & Atkinson, 2019), and advertising (Stafford & Day, 1995). Studies have also commonly found a moderating effect of involvement on message appeals, and according to the ELM, people tend to rely on argument quality (e.g., information completeness, comprehensiveness) when processing information under high involvement conditions, with persuasion less likely to occur through peripheral cues, such as peers’ emotional experiences. The converse is also true under low involvement conditions.

However, a recent study by Jung et al. (2017) found evidence that contradicts the prevailing literature on the role of involvement in digital media environments; the study claims that individuals often find it hard to motivate themselves to process information thoroughly, regardless of involvement levels, due to the nature of the Internet, which inundates them with massive amounts of non-verifiable information. Individuals therefore tend to compromise the accuracy of their decisions, which can require extensive cognitive effort, by relying on the heuristic aspects of information.

In addition, in the context of online youth sports communities, people tend to seek others’ prior experiences (e.g., a coach’s personality) and emotionally supportive messages because any objective information about a youth sports program (e.g., fees, coach’s experience, facilities) can be easily found through sources such as the program’s website. It can therefore be assumed that the moderating role of involvement in appeal types might be limited by the dominance of social media. Nevertheless, because there is still insufficient evidence for the limited role of involvement in the social media context, we propose the following research question:
RQ1: What effect does involvement have on the appeal types of posts in online youth sport communities?

The Moderating Impact of Involvement on the Attitude–Intention Relationship
Attitudes are among the most significant predictors of behavioral intentions in psychology. According to the theory of planned behavior (TPB), intention functions as an antecedent of behavior and is attributable to individual attitudes, together with subjective norms and perceived behavioral control (Ajzen, 1991). Although a number of studies have provided strong evidence for the relationship between intentions and the three causal variables of the TPB, a meta-analytic study by Cooke and Sheeran (2004) also noted that less than 42% of the variance in intentions can be explained by those variables.

Consequently, there have been numerous attempts to increase the predictive power of the TPB by exploring moderators of the relationship between intention and the TPB variables, such as attitudinal ambivalence (Armitage & Conner, 2000) and certainty (Bassili, 1996). In addition to these moderating variables, Petty et al. (1983) has offered theoretical and empirical evidence that the attitude–intention relationship is more consistent under high involvement conditions, because attitudes established by highly involved people are more stable than those of lowly involved people. Verplanken (1989) also examined whether involvement can explain additional variance in the attitude–intention relationship, although that study was in the context of nuclear energy.

Therefore, the current study will examine the moderating role of involvement in the attitude–intention relationship in the sport communication context.
H3: High involvement will be associated with greater attitude–intention consistency than low involvement.

METHOD
Subjects and Procedure
192 participants who had parenting experiences (male = 64%) from the United States between the ages of 20 and 55 completed the study through Amazon’s Mechanical Turk (MTurk). For participants’ ethnicity, the most common ethnicity was Caucasian (53.6%), followed by Asian (33.9%), African American (5.2%), Hispanic (3.6%), and other racial backgrounds (3.6%). To participate in the study, subjects were requested to provide electronic consent. And subjects were debriefed and compensated upon completion of the study.

Experimental Treatment Conditions
To investigate the effects of visual prominence (high vs. low prominence) and message appeals (emotional vs. informative message) on online youth sport program postings, four versions of online postings were created as stimuli, and the subjects were randomly assigned to one of the four experimental conditions: low prominence and emotional (n = 49), high prominence and emotional (n = 49), low prominence and informative (n = 49), and high prominence and informative (n = 45).

The postings contained an online community member-created message about a local youth soccer program. The community member-created posting consisted of either factual information about the soccer program (informative appeal) (i.e., up to 12 kids in one session with two coaches, all are CPR first aid and AED certified, and having an indoor field) or user experiences (emotional appeal) (i.e., it was such an amazing experience and my son loves his current coach). A youth soccer program was selected as the topic for this study because of popularity of the sport among young parents. The manipulation of visual prominence was carried out by differentiating graphic elements between high prominence and low prominence conditions. Since parent community members on social media platforms can emphasize their posting with subtle graphical alterations, the high prominence version was designed to help the study participants notice the key messages by capitalizing key words, using a bulleted list and line-breaks in order to increase readability, and using a text art. The low prominence version lacks those design features.

Dependent Measures
Attitude toward the online posting
The attitude toward the online youth program posting was measured using
three semantically differential items (i.e., good/bad, favorable/unfavorable, negative/positive) emerged from the literature on the scale (Lee & Hong, 2016). The scale was internally consistent (Cronbach’s  = .91, M = 4.70, SD = 1.81).

Behavioral Intentions
Subjects were also asked to answer their intentions to 1) recommend the youth soccer program on the posting you just read and 2) register for the soccer program in the future on 7-point Likert-type scales ranging from 1 (not at all) 7 (extremely). The items were averaged to create a behavioral intention scale (Cronbach’s  = .83, M = 4.33, SD = 1.73).

Independent Measure
Involvement
Involvement in sports activities may influence the attitudinal formation and behavioral intentions. Thus, this study measured personal involvement with sports activities by using three 7-point (1 = strongly disagree, 7 strongly agree) Likert-type scales, the participants reported on how much they agreed with the following three statements: “I enjoy playing sport,” “Sport plays a central role in my life,” and “Sport says a lot about who I am.” The three items were averaged to measure involvement (Cronbach’s  = .86, M = 5.38, SD = 1.35). This study used a median split to categorize high-involvement (N = 86) and low-involvement conditions (N = 83).

RESULTS
Manipulation Checks
The visual prominence manipulations were examined. Using two seven-point sematic differential items, the participants were asked to rate the extent to which they thought the format of the online posting they just read were “attractive/not attractive” and “likable/not likable” (Cronbach’s  = .83, M = 4.81, SD = 1.75). A t test between the two prominence conditions (low vs. high prominence) showed subjects felt that the youth sport program posting was more visually prominent when it included noticeable graphic elements (M = 5.60, SD = 1.23) than when it lacked the elements (M = 4.05, SD = 1.84), t (190) = 6.82, p < .001.

This study measured the degree of informativeness of online postings (emotional versus informative) by asking participants to rate the extent to which they though the posting they just read was “emotional” and “warmhearted” (Cronbach’s  = .80 M = 4.39, SD = 1.61). A t test between two message appeal conditions showed that the emotional appeal group (M = 4.94, SD = 1.27) perceived the posting to be significantly more emotional than the informative appeal group (M = 3.82, SD = 1.73), t (190) = 5.11, p < .001.
H1 and H2: Visual Prominence Main Effects

Multivariate analysis of variance (MANOVA) was conducted to determine the significant impacts of visual prominence, message appeal, and involvement on attitudes and behavioral intentions. H1 and H2 suggest that participants reading visually prominent postings would form stronger attitudes and behavioral intentions than did participants reading less prominent postings. Follow-up analysis of variance (ANOVA) tests were also performed the examine the effect of visual prominence for each of the dependent variables. Findings revealed that the effect of visual prominence was pronounced in relation to being able to determine consumers’ attitudes (M_High Prominence = 5.30, SD = 2.02 vs. M_Low Prominence = 4.14, SD = 1.38; F (1, 169) = 20.90, p < .001, partial η2 = .12) and behavioral intentions (M_High Prominence = 4.69, SD = 1.64 vs. M_Low Prominence = 4.01, SD = 1.73; F (1, 169) = 7.24, p < .01, partial η2 = .04). Thus, H1 and H2 were supported.



RQ1 and RQ2: Influence of Involvement on Visual Prominence and Message Appeals
The impact of consumers’ involvement on visual prominence and messages appeals were examined by 2 (visual prominence) X 2 (involvement) ANOVAs and 2 (message appeal) X 2 (involvement) ANOVAs with attitudes toward the online posting and behavioral intentions as dependent variables. The ANOVA results showed that that there were not significant interaction effects of the involvement-appeal relation and the involvement-visual prominence relation. The p values of the aforementioned relations were greater than .37. However, the impacts of visual prominence and message appeals were greater under both involvement conditions (see Figure 1 and 2).

H3: Moderating effect of involvement on the attitude-intention relation
This study anticipated that the attitude toward the online posting would form a stronger impact on the formation of behavioral intentions for high involvement conditions. Pearson’s correlation coefficient was used to examine whether involvement modifies the magnitude of the attitude-intention relation. Then, each correlation coefficient values for the high- and low-involvement conditions was converted into z scores by using Fisher’s r to z transformation. In order to compare the z scores for the two conditions, the following formula was implemented to determine the observed z score: Zobserved = (Z1−Z2) ∕ (square root of [1∕N1−3] + (1∕N2−3))

For the high involvement condition (n = 83), the correlation coefficient for the attitude-intention relation was .49 (p < .001). For the low involvement condition (n = 84), the correlation was .25 (p < .05). The test statistics, z = 1.78, p < .001 (one-tailed test), indicate that the correlation in the high involvement condition is significantly higher than it is in the low involvement condition. Therefore, Hypothesis 3 is supported.

DISCUSSION
Our findings suggest a lack of association between involvement and the effects of heuristics. The moderating role of involvement has been well established since the introduction of Petty et al.’s (1983) ELM and Chaiken’s (1987) heuristic-systematic model. According to those theories, involvement is a significant determinant in the selection of an information processing route (peripheral versus central). It is also commonly acknowledged in the sport communication field that individuals generally use a systematic mode (i.e., evaluating completeness/accuracy) when processing online sport information under high-involvement conditions in order to avoid the serious consequences of incomplete or inaccurate information (e.g., monetary loss, negative impacts on child development). However, our study found that the non-systematic mode is often activated for both high-involvement and low-involvement participants, and this finding thus contributes to the literature on individuals’ approaches to online information processing.

According to evidence-accumulation models (2), individuals reach a conclusion once there is enough evidence to support a particular case, but they can also alter the amount of evidence needed for coming to that decision. Although individuals generally want to make accurate decisions, Internet users often compromise the accuracy of their decisions by reducing the amount of evidence required to validate the information they are investigating. This tendency is attributable to online information overload, in which individuals experience difficulties in understanding the nature of a particular topic (Robin & Holmes, 2008). The tendency suggests a new general pattern of the speed–accuracy trade-off (SAT) in social media environments. In line with the SAT, there are two driving forces in the decision-making process (4); one emphasizes faster (or more efficient) decisions, while the other emphasizes higher accuracy. Although there are trade-offs between speed and accuracy, the two can be pursued independently, but they produce a wide spectrum of outcomes, from slower but more accurate decisions to quicker but less accurate decisions. In social media environments, individuals are motivated to engage in less-effortful information processing and are more likely to trade accuracy for speed in the decision-making process.

The current study also found another reason for further examining the role of involvement in social media environments. It has been assumed that persuasion is less likely to occur through emotional messages when an individual is highly involved in an issue because people tend to scrutinize issue-relevant information. However, our findings suggest that emotional messages can be more persuasive than informational messages regardless of the level of involvement, especially in the online youth sport community context, and these findings can be explained by the types of information individuals seek in online communities. Objective information about a youth program (e.g., fees, coaches’ experience, facilities) can be easily found through sources such as the youth program’s website, but people also tend to seek others’ prior experiences and emotionally supportive messages when joining online communities.
It is important to stress that the attitude–intention relationship varies with involvement levels. Our study shows that the attitudes of high-involvement participants are more predictive of the intention to perform a specific act (e.g., signing up a youth sport program) than the attitudes of low-involvement participants. Our findings regarding the attitude–intention relationship suggest that the moderating effect of involvement on that relationship is applicable to not only traditional media environments (e.g., Krosnick, 1988; Verplanken, 1989), but also to social media environments.

In addition to the theoretical implications of this study, understanding parents’ information processing in assessing youth sport program is an integral part of the sport communication landscape. With the growing importance of (local) parenting community groups on social media and the impact of user generated message, this study will help youth sport service providers understand the effective way of crafting online information. This study will shed lights on communication strategies for youth sport providers when they try to utilize a form of testimonial in introducing their services to the market. This study will also lead how social influencer marketing would be employed in delivering and disseminating the promotional messages to the consumers.

This study has some limitations. All its subjects were recruited through Amazon’s Mechanical Turk (MTurk). Although MTurk respondents tend to be more diverse than student samples in terms of demographic, psychographic, and geographic characteristics, some reliability issues (e.g., the work ethic of MTurk respondents) are unavoidable (3). Another limitation is that this study was conducted with samples of people who had parenting experiences because the study used a youth soccer program to develop the experimental stimuli, and the context of parenting might amplify reactions to emotional messages. We therefore recommend that future studies be conducted with more diverse samples and more popular sports topics (e.g., local sports events) in order to exclude the specific study topic and characteristics of the sample as potentially confounding factors.

REFERENCES

  1. Braunstein-Minkove, J. R., & Metz, J. L. (2019). Sport MOMsumers: A Modern Reexamination of the Role That Mothers Play in their Families’ Professional Sport Consumption. Journal of Applied Sport Management, 11(3), 7.
  2. Brown, S. D., & Heathcote, A. J. (2008). The simplest complete model of choice reaction time: Linear ballistic accumulation. Cognitive Psychology, 57, 153-178.
  3. Buhrmester, M. Kwang, T., & Gosling, S. (2011). Amazon’s mechanical turk: A new source of inexpensive, yet high-quality, data? Perspectives on Psychological Science, 6, 3-5.
  4. Donkin, C. Little, D. & Houpt, J. (2014). Assessing the speed-accuracy trade-off effect on the capacity of information processing. Journal of Experimental Psychology: Human Perception and Performance, 40(3), 1183.
  5. Facebook. (2020, June 16) Introducing a New Group Type for Parenting. Retrieved from https://www.facebook.com/community/whats-new/new-parenting-group-type/
  6. Fernbach, P. M., Rogers, T., Fox, C. R., & Sloman, S. A. (2013). Political extremism is supported by an illusion of understanding. Psychological Science, 24, 939-946.
  7. Fisher, M., Goddu, M. K., & Keil, F. C. (2015). Searching for explanation: How the Internet inflates estimates of internal knowledge, Journal of Experimental Psychology, 144 (3), 52-66.
  8. Fisher, M. & Keil, F. C. (2014). The illusion of argument justification. Journal of Experimental Psychology, 143, 425-433.
  9. Fiske, S. T. (1980). Attention and weight in person perception: The impact of negative and extreme behavior. Journal of Personality and Social Psychology, 38, 889-906.
  10. Fogg, B. J. (2003). Prominence-interpretation theory. Proceedings of the SIGCHI Conference on Human Factors in Computing Systems CHI, 03, 722-723.
  11. Gough, C. (2021, March 1). Youth sports market size in the U.S. 2017-2019. Statista. https://www.statista.com/
  12. Greenwood, S., Perrin, A., & Duggan, M. (2016). Social media update 2016. Pew Research Center, 11(2), 1-18.
  13. Hamilton, D. L. & Zanna, M. (1972). Differential weighting of favorable and unfavorable attributes in impressions of personality. Journal of Experimental Research in Personality, 6, 204-212.
  14. Hollingshead, A. B. (2001). Cognitive interdependence and convergent expectations in transactive memory. Journal of Personality and Social Psychology, 81, 1080-1089.
  15. Jung, W. S., Chung, M., & Rhee, E. S. (2017). The effects of attractiveness and source expertise on online health site. Health Communication
  16. Petty, R., Cacioppo, J., & Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research, 10, 135-146.
  17. Pronin, E. (2009). The introspection illusion. In M. P. Zanna (Ed.) Advances in experimental social psychology (pp. 1-67). Burlington, VT: Academic Press.
  18. Valtchanov, B. L., Parry, D. C., Glover, T. D., & Mulcahy, C. M. (2016). ‘A Whole New World’: Mothers’ Technologically Mediated Leisure. Leisure Sciences, 38(1), 50-67.
  19. Wathen, C., & Burkell, J. (2002). Believe it or not: Factors influencing credibility of the Web. Journal of the American Society for Information Science and Technology, 53, 134-144.
  20. Wegner, D. M. (1987). Transactive memory: A contemporary analysis of the group mind. In B. Mullen & G. R. Goethals (Eds.) Theories of group behavior (pp. 185-208). New York, NY: Springer-Verlag.
  21. Wittkower, D. E. (Ed.). (2010). Facebook and philosophy: what’s on your mind? (Vol. 50). Open Court.
2024-11-04T18:10:35-06:00November 22nd, 2024|Contemporary Sports Issues, General, Research, Sports Studies, Sports Studies and Sports Psychology|Comments Off on Maximizing Youth Sports Engagement on Social Media: How Visual Impact and Message Appeal Shape Consumer Responses Online
Read More

The Real Cause of Losing Sports Officials

Authors: Matthew J Williams D.S.M., M.B.A. M.S.

Department of Education, The University of Virginia’s College at Wise, Wise, VA, USA

Corresponding Author:

Dr. Matthew Williams
The University of Virginia’s College at Wise
2001 Greenbriar Drive
Bristol, VA 24202

Matthew J. Williams D.S.M., M.B.A., M.S., is an Associate Professor of Sport Management at The University of Virginia’s College at Wise. His areas of research interest include NASCAR, COVID-19, college athletics, professional sports, and sport management issues..

The Real Cause of Losing Sports Officials

ABSTRACT

Purpose

Recreational Sports, Junior Highschool Sports, and Highschool Sports are witnessing across all types of sports a decline in sports officials. Athletic directors in all three levels have seen a steadily declined in sports officials in the last twenty years. But since the COVID-19 Pandemic, the lack of sports officials has increased so rapidly that it could eventually become a nationwide crisis. The pandemic may have caused the decline of sports officials but it was not the only cause. The age of the sports officials has played a role in the decline of the sport’s officials. But the true main cause of losing sports officials has been the lack of respect for the sport’s officials through the behavior of players, coaches, family members, and sports fans.

Keywords Sports Officials, Players, Coaches, Fans, COVID-19 Pandemic, Respect.

Introduction

Recreational Sports, Junior High School Sports, and High School Sports are all witnessing a lack of sports officials all across the United States. There are so many theories out there on why we are losing sports officials so rapidly. If you have attended a sporting event lately and looked at the sports officials, a constant trend you will witness is the sports officials’ increasing ages and the lack of sports officials that are able to cover the sporting events. The repercussions of the lack of sports officials are already being felt. What is the true reason we are losing sports officials? Did COVID-19 Pandemic play a role in the loss of sports officials, the current age of sports officials, or the constant verbal abuse or threats to sports officials?

Discussion

Even before the 2020 COVID-19 Pandemic Virus, it was apparent to recreational athletic directors, and athletic directors at both junior high and high school that they were already seeing a steady decline in sports officials across the United States over the past decade. The scarcity of officials is a long-running problem in high school sports. (6) From the 2018-19 school year to 2021-22, 32 of 38 states reporting statistics have seen registration numbers of officials drop, according to the National Federation of State High School Associations data. (1) Over the last decade, there has been a steady decline in the amount of referees available. In 2018, the Michigan High School Athletic Association reported that amount of referees available dropped from 12,400 to around 10,000 over the previous decade. (11)

The start of the COVID-19 Pandemic in the spring of 2020 forced a majority of recreational sports, junior high and high school sports across the United States to cease operations and shut down all games until further notice. This action of shutting down all games caused some officials to walk away from officiating. Simply because there were no games for the sports officials to work. As a result of the shutdown, officials had a chance to evaluate if they wanted to return to officiating. So many sports officials did not return to officiate games because of numerous reasons in the fall of 2020 or the spring of 2021. The Alabama High School Athletic Association is working hard to recruit and retain officials in all sports after losing more than 1,000 after the COVID-19 shutdown in the spring of 2020. (2) Washington said the association lost more than 1,100 officials after the COVID-19 shutdown. (2)

In the fall of 2020 and spring of 2021, some of the COVID-19 Pandemic restrictions were lifted and sports returned to somewhat normalcy. However, some officials decided not to return to officiating simply because of their age. There is a concern by some the impact of COVID-19 might hasten the retirement of older officials. (8)

The average age of the sports official was between 45 and 60 and it played a major role in the sports officials’ decision either to continue to be sports officials or not to be a sports official. Officials tend to be near or beyond retirement age the median age for a football referee is 56, according to the National Association of Sports Officials survey. (6) 77% of current officials are over the age of 45, with slightly more than half over the age of 55. (12)

The average age of the sports officials was at least 45 or older during the COVID-19 Pandemic. The COVID-19 Pandemic forced some older sports officials to choose not to return to officiating because simply of the underlying healthcare issues from the COVID-19 Pandemic. Some officials chose not to work during the pandemic because of health/safety concerns, and some of them chose not to return at all. (17) “In talking to some of the state directors, many of these losses are people who were probably on the brink of retirement, and then COVID kind of forced the issue,” explains Dana Pappas, NFHS director of officiating services. (15) The pandemic has also pushed a growing number of referees out, with officials leaving out of fear of getting sick. (16)

During the fall of 2021, some governors across the United States mandated that state employees must be fully vaccinated to prevent and/or limit the spread of the COVID-19 virus. This mandate forced many officials to choose whether to get the COVID-19 vaccination or not get the COVID-19 vaccination. If the sport’s official chose not to take the COVID-19 vaccination due to fears of the side effects of the COVID-19 vaccination or for religious beliefs, they would be banned from officiating junior high school and/or high school games. This mandate forced many officials to stop officiating resulting in a smaller pool of available officials to officiate games. “We already have a shortage of officials, not just in football but other sports,” Weber said”. “That (vaccine requirement) will reduce our numbers, based on what we’re hearing from our officials.” (3) The COVID-19 Pandemic resulted in some officials deciding not to return to officiating, creating an already smaller pool of available officials to officiate games. COVID-19 accelerated the problem, without question. (9)

Today’s parents are more invested financially than ever in their children’s sports careers. Parents are financially supporting their children’s sports careers through travel teams, summer leagues, specialized camps, personal training, and individual lessons. In the hopes that their child will either be drafted into professional sports or earn a college scholarship. Parents being so financially invested has caused an explosion of verbal abuse or threats toward officials from parents. Parents want the best outcomes for their children and are not afraid to voice their opinion to officials either by verbal abuse or threatening officials. Barrett theorized that the rise of travel teams in baseball —not to mention AAU teams in basketball and specialized camps for young football players — has caused parents to feel much more invested in their kids’ athletic careers, both financially and emotionally. (9) The parents feel more emboldened now than ever and are not afraid to voice their opinion verbally toward officials due to the fact they are so financially invested in their children’s sports careers. The parents feel strongly that they deserve the best officials to call the games because they have invested so much financially. “Parents have this sense of entitlement,” Barrett said. “They’re paying so much money, they think they should have better umpires.” (9) “These parents have this mentality of. ‘We pay all this money and travel all this way we expect the best, and referees can’t make mistakes.’ It’s based on society saying it’s okay to yell at people in public if they’re not giving you what they want. It’s asinine.” (13) “The problem is that, as parents spend more time and money on children’s sports, families are “coming to these sporting events with professional-level expectations,” said Jerry Reynolds, a professor of social work at Ball State University who studies the dynamics of youth sports and parent behavior. (7)

Aggressive behavior of abuse toward officials from coaches, players, parents, and fans started well before the COVID-19 Pandemic of 2020. “Before COVID, I felt like this behavior was reaching its peak,” Barlow said. (13) The aggressive behavior toward officials did not stop after the COVID-19 Pandemic was over. But some feel that the abuse of officials has increased resulting in the loss of more officials. Society of today has now become a custom of unruly behavior toward officials, players, and fans. The old saying, I paid my general admission ticket, gives me the right to berate an official, an opposing player, or a coach. This mentality has allowed more aggressiveness toward officials. Parents, coaches, and fans are increasingly aggressive toward officials. (4) People have had seemingly free license to scream, taunt and hurl insults at sporting events — acting out in ways they never would at work, the grocery store, or the dentists office. (14)

Officials have had enough of this type of abusive behavior, which is a major reason why we are losing officials so quickly. No official wants to be verbally abused, harassed, or threatened. Such unruly behavior is the driving force, referees say, behind a nationwide shortage of youth sports officials. (7) We have had the problem of losing officials because of the lack of respect toward officials from parents, family members, and fans well before the COVID-19 Pandemic. The shortfall has persisted for years, as rowdy parents, coaches, and players have created a toxic environment that has driven referees away and hampered the recruitment of new ones, referees say. (7)

The coaches, athletes, parents, family members, and fans of today no longer value or demand sportsmanlike behavior. We now accept unsportsmanlike behavior. Which consists of disrespect or lack of respect for officials through verbal abuse, threats, or harassment. Because we are accepting and allowing this type of behavior from coaches, athletes, parents family members, and fans. This is one of the main reasons why we are losing so many sports officials. “The un-sportsman like conduct of coaches, as well as some parents put people off and they don’t want to come back, they don’t want to return. They get yelled at during their days at work,” added Gittelson. (5) The shortage of officials in high school – and middle school – sports has been a growing concern for several years – in large part due to unsportsmanlike behavior by parents and other adult fans. (10)

Conclusions

The lack of sports officials is becoming a critical situation that recreational athletic directors, junior high school, and high school athletic directors will be facing in the coming years. Some sports officials are deciding to retire because of their age or knowing that their bodies can no longer keep pace with the speed of the game that they are officiating. This is creating a smaller pool of officials from the standpoint that the average age of the sport’s official is at least 45.

The COVID-19 pandemic did play somewhat of a role in reducing of sports officials that we are in right now. The pandemic brought health scares and mandatory COVID-19 vaccinations to some sports officials resulting in these officials making the decision to not return to officiating. But the real cause of the shortage of sports officials is simply the respect that is not given to the sports official by coaches, parents, family members, and fans. The behavior from coaches, parents, family members, and fans of yelling at sports officials, questioning sports officials’ calls, threats of violence towards sports officials, cursing at sports events, and even battery towards sports officials is out of control. No sports official wants to deal with this type of behavior at all nor should this type of behavior be allowed. This is the main reason why we are seeing the pool of sports officials becoming smaller. State legislation, superintendents of schools, principals of schools, and county commissioners need to address this issue of out-of-control behavior toward sports officials. If they do not, we will witness games being canceled, cancellation of seasons, and drastic pay increases that will be demanded by sports officials for the abuse.

REFERENCES

  1. Aldam, W. (2022, July 30). Why number of high school officials is declining in Connecticut and what’s being done to fix it. Retrieved from CT Insider: https://www.ctinsider.com/gametimect/article/Why-number-of-high-school-officials-is-declining-17339698.php#:~:text=The%20primary%20contributing%20factor%20to,abuse%20from%20fans%20and%20coaches.%E2%80%9D
  2. Anonymous. (2022, August 16). AHSAA trying to replace more than 1,000 high school sports officials. Retrieved from Al.com: https://www.al.com/sports/2022/08/ahsaa-trying-to-replace-more-than-1000-high-school-sports-officials.html
  3. Arnold, G. C. (2021, September 21). Shortage of high school sports officials expected to worsen as Oregon’s vaccination mandate approaches. Retrieved from The Oregonian: https://www.oregonlive.com/highschoolsports/2021/09/shortage-of-high-school-sports-officials-expected-to-worsen-as-oregons-vaccination-mandate-approaches.html
  4. Davis Jr., M. A. (2021, November 5). No refs, no games: Can people play nice? Retrieved from The Christian Science Monitor: https://www.csmonitor.com/USA/Society/2021/1105/No-refs-no-games-Can-people-play-nice
  5. De La Fe, R. (2022, August 20). Nationwide referee shortage impacting hgh school and youth sports. Retrieved from CBS8: https://www.cbs8.com/article/news/local/nationwide-referee-shortage-impacting-high-schools/509-ce465d36-7a4a-419c-8671-a19711ca1cd9#:~:text=According%20to%20the%20National%20Federation,moved%20to%20Thursdays%20and%20Saturdays.
  6. Keilman, J. (2021, August 10). Friday night slights: referees, feeling unappreciated, underpaid and unnerved by COVID-19, are fleeing high school football and other youth sports. Retrieved from gmtoday: https://www.gmtoday.com/news/illinois/friday-night-slights-referees-feeling-unappreciated-underpaid-and-unnerved-by-covid-19-are-fleeing-high/article_bf377e00-010a-11ec-8f40-cf2c2f39f0d2.html
  7. Medina, E. (2022, April 21). Bad Behavior Drove a Referee Shortage. Covid Made It Worse. . Retrieved from New York Times: https://www.nytimes.com/2022/04/21/sports/referee-shortage-youth-sports.html
  8. Miller, M. (2023, June 2). Return to Play Concerns for Youth and High School Sports Officials. Retrieved from SportsEngine: https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=&cad=rja&uact=8&ved=2ahUKEwi3uJqCxqCAAxW3l2oFHSYSAiMQFnoECBwQAQ&url=https%3A%2F%2Fwww.sportsengine.com%2Freturn-to-play%2Freturn-play-concerns-youth-and-high-school-sports-officials&usg=AOvVaw0
  9. Newberry, P. (2022, April 23). Column: Amid increasing abuse, officials flee youth sports. Retrieved from The Bulletin: https://www.bendbulletin.com/ap/column-amid-increasing-abuse-officials-flee-youth-sports/article_eb67df8f-5782-5e4b-8fba-1dc3cd756bde.html
  10. Niehoff, K. (2021, September 1). Poor Sportsmanship, Pandemic Contributing to Shortage of Officials . Retrieved from National Federation of State High School Associations: https://www.nfhs.org/articles/poor-sportsmanship-pandemic-contributing-to-shortage-of-officials/#:~:text=Poor%20Sportsmanship%2C%20Pandemic%20Contributing%20to%20Shortage%20of%20Officials,-By%20Dr.&text=As%20high%20schools%20begin%20a,to%20officiate%20all
  11. Purcell, J. (2022, January 10). High school referee shortage ‘as bad as it’s been’ as COVID-19 continues to impact Metro Detroit. Retrieved from Michigan Live: https://www.mlive.com/highschoolsports/2022/01/high-school-referee-shortage-as-bad-as-its-been-as-covid-19-continues-to-impact-metro-detroit.html
  12. Saunders, C. (2023, February 2). Shortage of local sports officials in ‘a crisis mode’. Retrieved from The Outer Banks Voice: https://www.outerbanksvoice.com/2023/02/02/shortage-of-local-sports-officials-in-a-crisis-mode/#:~:text=Local%20referees%20and%20officials%20say,dealing%20with%20increasingly%20bad%20behavior.
  13. Solomon, J. (2022, April 15). Roughing Up the Refs: Abusive Behavior is Driving Youth Sports Officials Away From the Game. Retrieved from Global Sports Matter: https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=&cad=rja&uact=8&ved=2ahUKEwiFi8L5wKCAAxWnmmoFHSdIAVQQFnoECBsQAQ&url=https%3A%2F%2Fglobalsportmatters.com%2Fbusiness%2F2022%2F04%2F15%2Fabusive-behavior-driving-youth-sports-officials-away%2F&us
  14. Stanmyre, M. (2022, March 29). It’s never been uglier on N.J. sports fields as bad behavior explodes. Retrieved from Nj.com: https://www.nj.com/sports/2022/03/its-never-been-uglier-on-nj-sports-fields-as-bad-behavior-explodes.html
  15. Thiede, D. (2022, August 18). SportsLife: Officials shortage impacting youth, high school sports. Retrieved from Kare 11: https://www.kare11.com/article/sports/local-sports/sportslife/sportslife-official-shortage-impacting-youth-high-school-sports/89-61bde5cf-6dcd-4d76-92e5-722bed0ac53a#:~:text=A%20recent%20survey%20by%20the,year%20unaffected%20by%20the%20pandemic.
  16. Voigt, K. (2021, December 5). Youth sports referees are quitting in droves due to a toxic combination of abuse from coaches and parents, low salaries, and COVID-19. Retrieved from iSport360: https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=&cad=rja&uact=8&ved=2ahUKEwich4n_vKCAAxWqk2oFHfO2DF0QFnoECBMQAQ&url=https%3A%2F%2Fisport360.com%2Fyouth-sports-referees-are-quitting-in-droves%2F&usg=AOvVaw0UL4DhXYHn35R0v1Ek0ISO&cshid=16899659
  17. Woelfel, R. (2022, July 15). Why is there a Shortage of Officials? Retrieved from Stack: https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=&cad=rja&uact=8&ved=2ahUKEwj5i_K_y6CAAxVBk2oFHUOkAAsQFnoECA0QAw&url=https%3A%2F%2Fwww.stack.com%2Fa%2Fwhy-is-there-a-shortage-of-officials%2F%23%3A~%3Atext%3DThe%2520Covid%252019%2520pandemic%2
2024-02-15T12:01:06-06:00February 16th, 2024|Contemporary Sports Issues, General, Sports Coaching, Sports Management, Sports Studies|Comments Off on The Real Cause of Losing Sports Officials
Read More

BOOK REVIEW: Digital Sport Marketing: Concepts, Cases, and Conversations

Authors: Chenghao Ma

School of Humanities and Social Science, The Chinese University of Hong Kong, Shenzhen, China

Corresponding Author:

Chenghao Ma
2001 Longxiang Blvd.,
Shenzhen, China 518172
[email protected]

Chenghao Ma is now at the School of Humanities and Social Science, The Chinese University of Hong Kong, Shenzhen.

BOOK REVIEW: Digital Sport Marketing: Concepts, Cases and Conversations

Seymour, A., & Blakey, P. (2021). Digital Sport Marketing: Concepts, Cases, and Conversations. Routledge.

(more…)
2024-01-19T13:36:38-06:00December 22nd, 2023|Book REview, Contemporary Sports Issues, Sports Management|Comments Off on BOOK REVIEW: Digital Sport Marketing: Concepts, Cases, and Conversations
Read More

BOOK REVIEW: Playing through the pain: Ken Caminiti and the Steroids Confession That Changed Baseball Forever

Authors: Barrett Snyder

West Chester University, West Chester, Pennsylvania, USA

Corresponding Author:

Barrett Snyder
PO Box 128
West Chester, PA 484-889-7321
[email protected]

Barrett Snyder is a WCUPA graduate student pursuing a master’s degree in Exercise Science with a specialization in Sports Psychology

BOOK REVIEW: Playing through the pain: Ken Caminiti and the Steroids Confession That Changed Baseball Forever

Good, D. (2022). Playing through the pain: Ken Caminiti and the Steroids Confession That Changed Baseball Forever. Abrams Press.

(more…)
2024-01-19T13:34:41-06:00December 15th, 2023|Contemporary Sports Issues, Sports Management|Comments Off on BOOK REVIEW: Playing through the pain: Ken Caminiti and the Steroids Confession That Changed Baseball Forever
Read More
Go to Top