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Ten years of integrating research and practice perspectives: a guide to sport marketing quarterly case studies.
Apostolopoulou, Artemisia
Table 1
SMQ case studies 2001-2011: Directory and summary information
Case Study Citation Scope / Keywords Summary
Lachowetz, T., Professional sport / This case study proposes
McDonald, M., USA looking at ticket buyers
Sutton, W., & Clark, as lifelong consumers of
J. (2001). The Sales sport organizations and
National Basketball highlights the
Association: Customer lifetime application of
Application of value, relationship relationship marketing
customer lifetime marketing, customer strategies in developing
value. Sport retention long-term, mutually
Marketing Quarterly, beneficial relationships
10(3), 181-184. with sport consumers.
The concept of lifetime
value is applied in the
case of the National
Basketball Association.
The case shows how the
lifetime value of an NBA
season ticket holder
reaches almost $150,000
when all potential
benefits are taken into
account. Strategies to
build strong
relationships with sport
consumers involving
personalized
communication,
willingness to solve
issues, and fan
appreciation are offered
at the conclusion of
this case.
Covell, D. (2001). Collegiate sport / The case study begins
The role of USA with an overview
corporate discussion of financial
sponsorships in Sponsorship challenges facing
intercollegiate intercollegiate
athletics. Sport Corporate athletics as well as the
Marketing Quarterly, sponsorship, Harvard benefits and concerns of
10(4), 245-247. University, corporate investment/
community outreach involvement in
intercollegiate athletic
properties. The focus
then turns to the
athletic program of
Harvard University,
particularly their
decision to decline
investments from
corporate partners in
the form of sponsorships
in order to maintain
independence in the
decision making within
the athletic department
and to protect their
focus on education.
Community outreach
initiatives are
discussed as a way to
develop relationships
between the university
and its stakeholders.
Clark, J. S., Professional sport / Image Theory is
Schimmel, K., & USA suggested as a way to
Synowka, D. (2002). explain why people who
Root, root, root for Consumer behavior relocate to a new market
the home team? An do not automatically
image theory Image Theory, develop loyalty and
explanation of fan transplanted support toward local
behavior in consumers, loyalty sport franchises. The
transplant-heavy transference case of Atlanta, a
markets. Sport market with a high
Marketing Quarterly, percentage of
11(1), 61-64. transplanted consumers,
is discussed, offering
possible explanations
for why new residents do
not switch their
allegiance to the local
NBA team, the Atlanta
Hawks. Widespread use of
technology and the
increased media coverage
of sport teams are
offered as reasons for
this phenomenon, while
relationship marketing
is proposed as a
solution.
Lachowetz, T., & Sport events / USA The present case study
Irwin, R. (2002). starts with a discussion
FedEx and the St. Sponsorship of potential benefits
Jude Classic: An received by corporations
application of a Corporate social that invest in cause-
cause-related responsibility, related marketing
marketing program cause-related programs. Using the
(CRMP). Sport marketing, FedEx FedEx Corporation's
Marketing Quarterly, Corporation, St. title sponsorship of the
11(2), 114-116. Jude Classic St. Jude Classic
professional golf event
as an example, the case
shares findings from
research conducted on
spectators of the 2000
event. The results
highlight spectators'
positive beliefs and
attitudes toward the
sponsor as well as their
intentions to use the
services of the
sponsoring company, pro-
viding further support
for the value of cause-
related marketing
programs for
corporations.
Campbell, R. M., & Professional sport / The focus of this case
Kent, A. (2002). North America and is on the efforts of the
Brand extension Europe National Football League
evaluation: The case to develop an extension
of NFL Europe. Sport Branding league in Europe. The
Marketing Quarterly, case offers information
11(2), 117-120. Brand extensions, on the benefits and
extension league, risks of brand
WLAF/NFL Europe, extensions as a brand
perceived fit, growth strategy and
product feature utilizes the concept of
similarity, brand perceived fit (more
concept consistency specifically, the
dimensions of product
feature similarity and
brand concept
consistency) to analyze
the structure and
performance of the WLAF-
NFL Europe. The
discussion concludes
with five
recommendations for
future attempts to
introduce extension
sport leagues that
include a focus on well-
defined objectives and
adequate leveraging of
the parent brand.
Jowdy, E., & Olympic athletes / The case study offers
McDonald, M. (2002). Global information on the topic
Tara Nott case of celebrity-athlete
study: Celebrity Endorsements endorsements and on
endorsements and celebrity endorsement
image matching. Celebrity-athlete models. Benefits for
Sport Marketing endorsements, niche companies that use
Quarterly, 11(3), marketing, image- celebrities to endorse
186-189. based matching, their products, mainly
Meaning Transfer positive effects on a
Model, Product company's awareness,
Match-up Hypothesis image and market share,
are discussed. The case
of Tara Nott, a 2000
Olympic champion in
women's weightlifting,
is presented to showcase
the value that athletes
who compete in smaller
and-or niche sports
(e.g., extreme sports)
possess as endorsers. In
addition to athletic
accomplishments,
identifying an athlete's
unique story, key
attributes, image and
personality traits and
matching those with the
right products can
become very beneficial
for a brand looking to
generate positive brand
associations and
ultimately gain a
greater share of the
market. Specific
examples from Nott's
endorsement agreements
are presented as
evidence of the
effectiveness of an
image-matching approach.
Jowdy, E., & Sport events / The main theme of this
McDonald, M. (2002). Global case is how core
The FUTURES Golf principles of the
Tour case study: Sponsorship eduselling process can
Sponsorship sales inform sport entities'
and eduselling. Sponsorship sales, sponsorship sales
Sport Marketing relationship efforts. The case
Quarterly, 11(4), marketing, focuses on smaller sport
248-251. eduselling, after- properties (e.g., minor
marketing, FUTURES leagues) that, due to
Golf Tour their lower profile,
limited scope and reach,
face unique challenges
in securing corporate
support. It showcases
the efforts of the
FUTURES Golf Tour to
find a title sponsor and
discusses the Tour's
initiatives in light of
specific steps in the
eduselling process. The
benefits of educating
potential sponsors on
how the sport property
matches their brand and
on the value it can
deliver, as well as
showing how the
partnership can be
leveraged are also
highlighted in this
case.
Robinson, M. J., & Collegiate sport / Using an existing
Miller, J. J. USA theoretical framework
(2003). Assessing for assessing brand
the impact of Bobby Branding equity in the sport
Knight on the brand setting, this case study
equity of the Texas Brand equity, outlines specific
Tech basketball antecedents, positive and negative
program. Sport consequences, head outcomes from the hiring
Marketing Quarterly, coach, Bobby Knight in 2001 of Bobby Knight
12(1), 56-59. as head coach of the
Texas Tech men's
basketball program. In
doing so, a number of
team-, institution-and
market-related
antecedents are
discussed. Furthermore,
examples of positive
brand equity
consequences (including
increased national media
coverage, ticket and
merchandise sales,
donations, and enhanced
game atmosphere) are
offered.
Carlson, J., Professional sport / This case introduces a
Rosenberger, P. J., Australia framework to analyze
& Muthaly, S. sport team websites as
(2003). Nothing but Online marketing part of an
net! A study of the organization's
information content Team website, competitive intelligence
in Australian competitive process. Following a
professional intelligence, discussion on the
basketball websites. benchmarking, potential of sport
Sport Marketing marketing mix, websites to strengthen
Quarterly, 12(3), Australian team-fan relationships,
184-189. professional enhance fan experience,
basketball (NBL) and generate revenues
for sport organizations
(including in cases of
poor on-field team
performance), the
results of a content
analysis of the websites
of nine Australian
professional basketball
teams are shared. The
analysis, which is based
on the four variables of
the marketing mix,
reveals that the teams
under study are
underutilizing their
websites and are not
maximizing their
potential for revenue
generation.
Jubenville, C. B., Professional sport Inspired by the success
Goss, B. D., & (minor leagues) / of minor league baseball
Ledford, B. (2004). USA teams in terms of
Baseball marketing: creating large fan bases
Back to the minors. Promotion and generating revenues
Sport Marketing from a variety of
Quarterly, 13(1), Marketing sources, this case study
55-58. principles, proposes seven
franchise success, principles on which to
customer-centered develop effective
outcomes, minor marketing plans. More
league baseball specifically, success
could be reached by: 1)
Having a clear
organizational mission
that will inspire
marketing strategy; 2)
Collecting consumer data
for informative
purposes; 3) Involving
the organization in the
community; 4) Offering
outstanding in-game
entertainment; 5)
Designing internal
(e.g., kids' zones),
cyber (e.g., website),
and off-site (e.g., team
store) product
extensions; 6)
Encouraging feelings of
owner-ship and loyalty
in the team amongst
fans; and 7) Developing
the surrounding
community and, by doing
so, improving the
quality of life for
residents. Examples for
each of those seven
principles are provided
through the Lexington
(KY) Legends Class A
baseball club.
Daniel, K., & Professional sport / The focus of this case
Johnson, L. W. Australia is on the efforts of the
(2004). Pricing a Sydney Swans, an
sporting club Price Australian Football
membership package. League team, to
Sport Marketing Optimum pricing, restructure the benefits
Quarterly, 13(2), relationship and pricing of their
113-116. marketing, customer membership packages. The
retention, bundling, case discusses findings
conjoint analysis from a study that
employed both focus
groups and conjoint
analysis to identify
additional benefits with
value to club members
and also to assess
members' willingness to
pay higher prices. Based
on the findings of this
research, the Sydney
Swans offered their
members additional
benefits and retained
high renewal rates,
while raising more
revenues through
increased membership
fees.
Apostolopoulou, A. Professional sport This case examines the
(2005). Vertical (minor leagues) / National Basketball
extension of sport USA Development League, the
organizations: The NBA's minor-develop-
case of the National Branding ment league, under the
Basketball lens of vertical
Development League Line and brand extension research.
(NBDL). Sport extensions, vertical Vertical extensions are
Marketing Quarterly, extensions, new offerings of a brand
14(1), 57-61. distancing at a higher (step-up
techniques, NBDL extension) or lower
(step-down extension)
quality and price point.
Examples of how
distancing techniques
(i.e., linguistic and
graphical manipulations)
were used to create a
perceptual closeness or
distance between the
parent brand (NBA) and
the extension league
(NBDL) are discussed.
The case also offers
recommendations for
other leagues interested
in the introduction of
vertical extensions.
Burden, W. J., & Li, Collegiate sport / The focus of this case
M. (2005). USA is on collegiate
Circumstantial athletic departments'
factors and Marketing operations decision to outsource
institutions' marketing operations.
outsourcing Outsourcing, The case begins with a
decisions on competitive discussion on operations
marketing advantage, that are commonly
operations. Sport circumstantial outsourced followed by a
Marketing Quarterly, factors discussion on
14(2), 125-131. operational and
strategic advantages and
also potential drawbacks
of outsourcing. Five
circumstantial factors
are proposed as a guide
to whether (or not) to
opt for outsourcing. The
case concludes with a
presentation of examples
of three Division-I
institutions (University
of Virginia, Stanford
University, and Air
Force Academy) and their
decision-rationale
regarding out-sourcing
their marketing
operations.
Olberding, D. J., & Sport events / USA This case focuses on the
Jisha, J. (2005). development of brand
'The Flying Pig': Branding elements for a newly
Building brand introduced sport event.
equity in a major Flying Pig Marathon, Specifically, the
urban marathon. brand selection of a brand
Sport Marketing differentiation, name and logos for
Quarterly, 14(3), brand name, brand Cincinnati's Flying Pig
191-196. communication, Marathon is discussed,
market trends outlining the market
trends that influenced
event marketers' efforts
to design and promote a
unique event. Emphasis
is given on initiatives
to generate awareness
for the race and build
support throughout the
local community.
McKelvey, S., Professional sport/ MasterCard's sponsorship
McDonald, M., & North America relationship with MLB
Cramer, R. (2005). and, more specifically,
MasterCard and Major Sponsorship their 2002 "Memorable
League Baseball: Moments" promotion, is
Metrics for Sponsorship the topic of this case
evaluating a most activation, study. Following a
"memorable" "Memorable Moments" discussion on
promotion. Sport promotion, Program MasterCard's business
Marketing Quarterly, Integration and sponsorship
14(4), 253-261. Framework, investments, details of
sponsorship an integrated
evaluation/metrics, promotional campaign
MasterCard designed to activate the
company's sponsorship
with MLB and to drive
business goals are
shared. The case con-
cludes with questions
regarding ways to
evaluate this
sponsorship agreement
and the "Memorable
Moments" promotion in
light of stated company
objectives.
Cuneen, J., Collegiate sport / This case deals with the
Schneider, R., USA efforts of the athletics
Gliatta, A., & marketing staff of Miami
Butler, N. (2006). Public relations University (Ohio), a
Where have you Ben? mid-major school
Miami University's Information competing in the MAC, to
2003 Heisman Trophy campaign, promote their star
campaign challenges. communication forms, quarterback, Ben
Sport Marketing Mid-American Roethlisberger, as a
Quarterly, 15(1), Conference, Heisman worthy Heisman Trophy
53-61. Memorial Trophy candidate. Background
information on the
school-conference and
the Heisman Trophy is
provided, followed by
details on the targets,
means, and specific
marketing and communi-
cations initiatives of
the information
campaign. In the end,
questions are posed
regarding the
appropriateness of
allocating resources in
this Heisman campaign
given the inferior
standing of the MAC
compared to the athletic
conferences of the other
Heisman hopefuls.
McKelvey, S. M. Professional sport / The main issue presented
(2006). Coca-Cola USA in this case is how
vs. PepsiCo--A Coca-Cola, a sponsor of
"super" battleground Sponsorship an NFL franchise
for the cola wars? scheduled to host the
Sport Marketing Coca-Cola vs. Pepsi- Super Bowl event, can
Quarterly, 15(2), Cola, sport capitalize on this
114-123. sponsorship, ambush commercial opportunity
marketing, Lanham given their competitor's
Act, utilitarian (Pepsi-Cola) league-
theory, Kantian wide sponsorship and
moral theory, existing restrictions.
"safety zone" The concept of ambush
marketing is discussed
in detail, providing
information on the
commonly used tactics by
companies that do not
have official sponsor
status, as well as the
legal and ethical
concerns surrounding
this practice.
McGlone, C., & Sporting goods / This case describes
Martin, N. (2006). Global Nike's investment in the
Nike's corporate Live Strong campaign
interest lives Cause-related launched by the Lance
strong: A case of marketing Armstrong Foundation
cause-related (LAF). The benefits of
marketing and Sport sponsorship, sport sponsorship and
leveraging. Sport cause-related cause-related marketing
Marketing Quarterly, marketing, Lance as brand-building
15(3), 184-188. Armstrong practices are discussed
Foundation, Live and information on Nike
Strong campaign and the LAF is shared.
The case concludes with
ethical considerations
in terms of the use and
leverage of cause-
related marketing
programs, as well as
potential drawbacks of
those investments.
Bruening, J. E., & Collegiate sport / The purpose of this case
Lee, M. Y. (2007). USA is to examine brand
The University of equity levels (in terms
Notre Dame: An Branding of both revenues and
examination of the public perception) of
impact and Brand equity, the University of Notre
evaluation of brand antecedents, head Dame following the
equity in NCAA coach, tangible/ hiring of head football
Division I-A intangible coach Tyrone Willingham.
football. Sport indicators, This effort involves the
Marketing Quarterly, University of Notre assessment of tangible
16(1), 38-48. Dame and intangible
indicators based on
perceptions of team
members, university
(students, faculty-
administration,
prospective students and
student-athletes) and
community (alumni,
surrounding community,
visitors) members.
Increases-decreases in
revenues from media
agreements, ticket and
merchandise sales, and
donations during
Willingham's three-year
tenure as Notre Dame's
head football coach are
also discussed. The case
poses the question of
whether Willingham's
termination improved (or
not) the equity of the
Notre Dame brand.
Doherty, A., & Non-profit sport This case begins with
Murray, M. (2007). organizations / background information
The strategic Canada on Synchro Canada, the
sponsorship process national governing body
in a non-profit Sponsorship for synchronized
sport organization swimming, and outlines
Sport Marketing Strategic the need for as well as
Quarterly, 16(1), sponsorship process, the challenges non-
49-59. non-profit profit organizations
organizations, face in securing
national governing external-corporate
bodies, sponsorship funding. A five-step
success strategic sponsorship
process is proposed,
followed by a detailed
description of Synchro
Canada's activities in
each of the five steps.
The case concludes with
questions regarding
Synchro Canada's
potential to be
successful in their
sponsorship efforts.
Kent, A., & Collegiate sport / The term "freeloading,"
Campbell, R. M. USA a form of ambush
(2007). An marketing, is used in
introduction to Sponsorship this case to describe
freeloading: Campus- the business practice of
area ambush Sport sponsorship, displaying items (e.g.,
marketing. Sport ambush marketing, team posters and
Marketing Quarterly, "freeloading," banners) and using team
16(2), 118-122. publicity brand elements (e.g.,
mascots and team colors)
of a nearby university
athletics program
without having an
official sponsorship
agreement with that
university/athletic
department. The case
looks at businesses in
the areas surrounding
three college campuses
in an effort to examine
the rationale behind
their "displayed
affiliation" practice
and to determine the
extent to which official
sponsorship agreements
are in place. A
discussion of
implications for
"freeloaders," official
sponsors, and the
university athletic/
marketing departments is
offered at the
conclusion of this case
study.
Friedman, M. T., & Professional sport The case follows the
Mason, D. S. (2007). (minor leagues) / Nashville Ice Flyers of
(Re)Building a brand USA the Central Hockey
in the minor League as they prepare
leagues: The Strategic management to begin their first
Nashville Ice /Branding season of play (1997-
Flyers, 1997-98. 98) under a new name.
Sport Marketing Rebranding, risks, Background information
Quarterly, 16(3), operational on the profile of the
174-182. challenges, minor market as well as the
league hockey history of minor league
hockey in that area is
provided. In light of a
number of operational
and market/related
challenges, readers are
presented with four
scenarios/questions they
are asked to address
assuming the position of
team general manager.
Musante, M. D. Professional sport / Using the scenario of a
(2007). Game USA disgruntled season
misconduct: Service ticket holder of a
error recovery Customer service professional basketball
strategy. Sport team who "fell victim"
Marketing Quarterly, Season ticket to a luxury suite
16(4), 233-236. holders, premium double-booking, this
seating, customer case brings forth issues
service, error of communication (or
recovery strategy, lack thereof), conflict
customer lifetime resolution, and customer
value service. The lifetime
value of a season ticket
holder is also
highlighted throughout
the case.
Branch, D. (2008). Professional sport / This case examines
The Charlotte USA decisions made by the
Bobcats: (Re) NBA's Charlotte Bobcats
Launching a new Positioning in their effort to
(old) NBA franchise. position their team as
Sport Marketing Positioning they entered the market
Quarterly, 17(1), strategies, of Charlotte, NC in
57-62. Marketing Management 2004. The launch of a
Process digital cable network,
initiatives to engage
fans and corporate
partners, and the move
to a new arena are at
the center of the
discussion. Information
on the Hornets
organization and their
exit (relocation) from
the Charlotte market is
also provided.
Covell, D. (2008). Professional sport The Yankee Elimination
The Lowell Spinners (minor leagues) / Project, a promotional/
and the Yankee USA community relations
Elimination Project: initiative undertaken by
A case study Promotion / the Lowell Spinners of
consideration of Community relations the New York-Penn League
linking community in 2006 is the topic of
relations and Promotional this case study. The
sponsorship. Sport activities, media impact of the Yankee
Marketing Quarterly, relations, community Elimination Project in
17(2), 122-126. relations, Yankee terms of increased media
Elimination Project, exposure, ticket and
title sponsorship, merchandise sales,
urban revitalization sponsorship agreements,
new customer leads, and
web traffic for the team
is detailed. The case
concludes with questions
about the future
potential of this
promotion as well as the
possibility of
soliciting a title
sponsor.
Lee, J. W., Miloch, Collegiate sport / This case study
K. S., Kraft, P., & USA describes steps taken by
Tatum, L. (2008). Troy University
Building the brand: Branding athletics to strengthen
A case study of Troy their brand at a time
University. Sport Brand equity, brand when branding
Marketing Quarterly, image, brand initiatives were
17(3), 178-182. promise/rationale/ undertaken throughout
attributes, visual the institution. In
identity addition to information
on the history of Troy
University and its
athletic program, the
aspects of new media
exposure, venues and
naming rights
agreements, brand logo
and licensing programs
are also discussed.
Drayer, J., Stotlar, Professional sport / The purpose of this case
D. K., & Irwin, R. USA study is to examine how
L. (2008). Tradition trends and new
vs. trend: A case Sales / Price developments in the
study of team secondary ticket market
response to the Primary/secondary influence a team's
secondary ticket ticket market, ticketing strategy.
market. Sport ticket exchange, Opportunities and
Marketing Quarterly, variable ticket challenges associated
17(4), 235-240. pricing with the secondary
ticket market are
discussed in the
beginning of the case,
followed by the views of
team executives on
whether or not their
organization should
become involved in the
secondary ticket market.
The value of variable
ticket pricing is also
highlighted in that
discussion.
Clark, J. S., Collegiate sport / The issue presented in
Apostolopoulou, A., USA this case involves an
Branvold, S., & athletic director's
Synowka, D. (2009). Branding challenge to identify
Who knows Bobby Mo? two to three athletic
Using inter- Branding and higher programs that can
collegiate athletics education, brand contribute to the
to build a equity and university's brand-
university brand. intercollegiate building efforts.
Sport Marketing athletics, flagship Potential benefits of
Quarterly, 18(1), sports, Robert college athletics for
57-63. Morris University institutions, ranging
from broader exposure
for the university and
increased student
applications to higher
alumni donations, are
outlined. Possible
negative effects and
ethical implications
from the selection and
designation of flagship
sports are also
discussed.
Kraft, R., & Lee, J. Sporting goods / This case describes
W. (2009). Global Under Armour's efforts
Protecting the house to build its brand and
of Under Armour. Branding earn market share in a
Sport Marketing highly competitive
Quarterly, 18(2), Brand activation, marketplace and with
112-116. athlete endorsement/ limited resources. It
product seeding, shows how, in its
word of mouth beginning stages, the
marketing, popular company utilized athlete
culture/buzz endorsements and product
marketing, product seeding, word of mouth
placement marketing, popular
culture and buzz
marketing, and product
placement to generate
awareness and build a
following. As it gained
momentum and revenues,
Under Armour began
investing in more
traditional marketing
initiatives, including
television
advertisements,
sponsorship and
licensing agreements.
Lambrecht, K. W., Sport events /North The goal of this case
Kaefer, F., & America study is to capture
Ramenofsky, S. D. perceptions regarding
(2009). Sportscape Place sportscape factors of a
factors influencing professional golf event
spectator attendance Servicescape, and to assess levels of
and satisfaction at sportscape, product/ spectator satisfaction.
a Professional Golf service extensions, Specifically,
Association physical evaluations of parking,
tournament. Sport surroundings, course accessibility,
Marketing Quarterly, spectator concessions, seating,
18(3), 165-172. satisfaction, merchandise, crowd
cluster analysis, control, rest rooms, and
PGA Tour employee/volunteer
helpfulness were
solicited, showing that
as a whole spectators
were satisfied with
those sportscape
factors, which impacted
their overall
satisfaction with the
event. A distinction is
made based on the type
of ticket held by
spectators, pointing to
existing differences in
satisfaction levels
(more vs. less satisfied
with sportscape).
Vincent, J., Hill, Athletes / Global In this case, the
J. S., & Lee, J. W. numerous dimensions and
(2009). The multiple Branding the extensions of the
brand personalities David Beckham brand are
of David Beckham: A Sport celebrities, discussed in great
case study of the crossover star, detail. The case
Beckham brand. Sport portfolio of brands, chronicles Beckham's
Marketing Quarterly, brand equity, dVb soccer career and
18(3), 173-180. label athletic accom-
plishments and discusses
his multiple
personalities (i.e.,
soccer player, family
man, fashion and sex
icon, etc.) that have
allowed him to cross
over to the worlds of
fashion and
entertainment and have
made him a global
(sports) brand. The case
also provides specific
information on the
marketing and economic
impact Beckham's signing
with MLS's Los Angeles
Galaxy had on the team
and the league.
Lachowetz, T., Dees, Professional sport The issue presented in
W., Todd, S., & (minor leagues) / this case study is how
Ryan, E. (2009). USA to increase game
Savannah Sand Gnats: attendance for the
Macro strategies for Promotion Savannah Sand Gnats, a
using identity to minor league baseball
increase attendance Fan experience, team. Following general
in Minor League promotions, crowd information on the team
Baseball. Sport involvement, venue and the market, specific
Marketing Quarterly, renovation, local promotional and
18(4), 222-227. identity/community community-related
involvement initiatives already
under-taken by the team
are discussed. Readers
are tasked with
developing strategies to
improve the team's
attendance standings.
Choi, J. A. (2010). Sport events / USA This case examines
The impact of ethnic Anheuser/Busch's efforts
diversity on the Sponsorship to activate their
Ladies Professional sponsorship agreement
Golf Association: A Ethnic consumers- with the LPGA and, in
case study of Asian-Americans, doing so, take advantage
Anheuser-Busch and sponsorship of the increasing number
its sponsorship objectives, of Asian (especially
objectives and sponsorship Korean) players on the
strategies. Sport strategies, LPGA, tour. The study shares
Marketing Quarterly, Pro-Am tournaments, opinions of Anheuser/
19(1), 51-57. "English-only" Busch executives about
policy the opportunities those
players present in
reaching Asian/American
individual and corporate
clients. Despite some
concerns about language/
communication challenges
and cultural
differences, sponsor
executives seem to view
the increasing ethnic
diversity of the LPGA
favorably.
Kaplanidou, K., & Olympic Movement / This case study looks at
Karadakis, K. Global the issue of sport event
(2010). legacies for host cities
Understanding the Legacies by examining the case of
legacies of a host the 2010 Vancouver
Olympic city: The International Winter Olympic Games.
case of the 2010 Olympic Committee, Following discussion on
Vancouver Olympic 2010 Vancouver the history and types of
Games. Sport Winter Olympic legacies, information is
Marketing Quarterly, Games, 2010 Legacies shared on the views of
19(2), 110-117. Now, host city, stakeholders of the 2010
stakeholders, Olympic Games on the
tangible legacies, multidimensional impact
intangible legacies, of the event on the host
negative legacies/ city. Examples of
opportunity costs tangible legacies (i.e.,
infrastructure,
programs/initiatives,
technological/
environmental
improvements, business
network expansion),
intangible legacies
(i.e., knowledge
diffusion/governance
reform, emotional
capital, social change,
image enhancement), and
opportunity costs (i.e.,
allocation of funds on
other initiatives, such
as education and health)
are offered to establish
the potential for
sustainable positive
impact the Olympic Games
can have on a host city.
Lee, J. W., Professional sport The potentially harmful
Bernthal, M. J., (auto racing) / impact of the
Whisenant, W. A., & North America Confederate flag on the
Mullane, S. (2010). image of the NASCAR
NASCAR: Checkered Branding brand is the topic of
flags are not all this case study. Faced
that are being NASCAR, Confederate with the task of
waved. Sport flag, symbolism, expanding its reach
Marketing Quarterly, Southern imagery, beyond traditional
19(3), 170-179. diversity efforts, geographical and
deontological consumer markets and, at
ethics, teleological the same time,
ethics, societal sustaining and growing
marketing corporate support,
NASCAR is faced with the
dilemma of whether or
not it should prohibit
spectators from flying
the highly controversial
Confederate flag in its
events. In addition to
the branding challenge,
the ethical
considerations
surrounding this issue
are discussed in light
of existing theory.
Apostolopoulou, A., Professional sport / The NBA's New Orleans
& Biggers, M. USA Hornets are the topic of
(2010). Positioning this case study that
the New Orleans Branding challenges readers to
Hornets in the 'Who develop a strategy to
Dat?' city. Sport Positioning position the team in a
Marketing Quarterly, strategy, unique particularly unique and
19(4), 229-234. selling proposition, competitive market.
brand message, brand Background information
associations on the history of the
team and the
characteristics of the
market are shared in the
case, followed by theory
on the concepts of
positioning and branding
of sport organizations.
Dwyer, B., Le Crom, Professional sport The purpose of this case
C. W., Tomasini, N., (minor leagues) / is to critically examine
& Smith, G. A. USA the process employed to
(2011). The Richmond identify a team name for
what? The naming of Branding a new minor league
a Minor League baseball team. The case
Baseball franchise. Strategic brand discusses theory on the
Sport Marketing management, brand topics of strategic
Quarterly, 20(1), positioning, brand brand management,
56-64. name, naming positioning, and the
contest, Minor selection of brand
League Baseball names. Following
information on the
league (MiLB) and the
market (Richmond, VA),
the specifics of a
naming contest run to
select the Flying
Squirrels as the name of
this team as well as fan
reactions to the new
name are presented.
Peetz, T. B. (2011). Collegiate sport / This case discusses a
Marketing the 'big USA university's efforts to
game': Developing a develop a rewards
student rewards Sales program in order to
program in college increase students'
basketball. Sport Sport rivalries, attendance of men's
Marketing Quarterly, rewards programs, basket-ball games.
20(2), 115-121. fan motivation, Examples of
personal investment geographical, person-
theory, Kansas ality, institutional,
State, UNLV historical, class,
incident, and heroes vs.
villains sport rivalries
are provided along with
a discussion on
potential benefits of
rivalries. Three aspects
of Personal Investment
Theory, namely the
availability and
acceptability of
perceived options, a
sport consumer's sense
of self/personal
identity, and personal
incentives for attending
a sporting event are
suggested to inform the
design and
implementation of a
student rewards program.
Weszka, P. (2011). Sport events / This case focuses on the
FIFA World Cup brand Global brand elements of the
elements and local FIFA World Cup event and
inspirations. Sport Branding explores the ways in
Marketing Quarterly, which host locations and
20(3), 174-184. FIFA World Cup, local themes have
brand elements, inspired the branding of
local inspirations, past championships.
destination Specifically, examples
marketing, 2014 FIFA of local inspirations
World Cup Brazil seen in the brand names,
logos, posters,
characters, and slogans
of the 2002 Korea/
Japan, 2006 Germany and
2010 South Africa FIFA
World Cup tournaments
are outlined. Theory on
brand elements and the
role of destinations in
the branding of events
is offered to frame the
main issue of
incorporating local
themes in the branding
of the 2014 FIFA World
Cup Brazil.
Note: Even though it is not in agreement with APA (6th ed.)
guidelines, the issue number was kept in each entry to facilitate the
identification of case studies.