Professional Sports Presentation
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Transcript of Professional Sports Presentation
Professional SportsHannah Montalban, Carin
Wiryani, Landon Crawl, Kyle Takeda, Andrew Daul, and
Jason Lybianto
Why Professional Sports?
Multi-Billion dollar BusinessAverage Revenue for NFL = $9 Billion
National TV advertising spending
Global Marketplace Entertainment
Variables
We decided to examine:AttitudesIntentionsSocial MediaLoyaltyEndorsements
Research MethodsIn Depth-Interview
Qualtrics Survey
Data Analysis
DemographicsGender:
58% Males
42% Females
Age:
Ranged from 18-77
Average Age: 32.59
Demographics Contd.Student/Non-student:
54% Non-Students
46% Students
Employed/Unemployed:
65% were Employed
35% were Unemployed
Ethnicity:
Majority of the Respondents were Asian or Caucasian
Location:
Predominantly Suburban and Urban
25% in the Same City as their Favorite Team
75% Not in the Same City as their favorite team
AttitudesLiterature Review:
“Attitudes in sports between teams and their fans were related to the concept of identity, image and reputation” - Jang (2015)
“Identity is where an athlete or sports team conceptualize themselves, in other words, they ask themselves who they are. Image is the visual representation of the athlete or sports team in public. Finally, reputation is how external stakeholders (fans) actually view the athlete or sports team” - (Brown et al, 2006; Walsh et al, 2009)
Key Findings● Older Sports fans had more favorable attitudes towards
professional sports● Males had more favorable attitudes than females
Recommendations
Marketers should target older, male sports fans
Intentions/BehaviorLiterarture Review
Definition : Consumption intentions - in the professional sports setting - include but are not limited to: event attendance, sponsorship support and team merchandise purchases. (Sharpiro, Ridiger, and Trail, 2013)
“Future consumption intentions are caused by past behaviors (i.e. event attendance)” (Kim, 2008)
Key Findings
Age x Intention to purchase team merchandise
As fans get older, they are more likely to
purchase team merchandise
Key Findings
Gender x Team Performance as indicator of purchase intentions
Males place more value in a team’s performance when forming purchase intentions than females
Recommendations
1.Target older male demographics, who have been fans of a team for an extended period
2. Use marketing strategies that capitalize on a team’s success (Example: Warriors)
LoyaltyLiterature Review:
Definition: “deeply held commitment to rebuy or repatronize a preferred product/service consistently in the future, thereby causing repetitive same-brand or same brand-set purchasing despite situational and marketing influences”(Oliver,1999)
Attitudinal and Behavioral Loyalty (Fournier,1998)
Attitudinal - level of commitment
Behavioral - overt behavior toward specific brand
Loyal spectators are key to sports organization's success
Ex: repeat purchase of tickets, merchandise
Source Value Standard error t Pr > |t|
What is your age?
0.036 0.008 4.300 < 0.0001
Key Findings:
Age x Loyalty
As you get older, the more loyal you are to your favorite team(s)
Key Findings:Gender x Loyalty
Source DF Sum of squares Mean squares F Pr > F
Model 1 17.790 17.790 10.646 0.002
Error 97 162.096 1.671
Corrected Total
98 179.886
Category LS means
Groups Column1
Male 5.556 A
Female 4.701 B
Males more loyal to favorite team compared to females
Recommendations1.Target older male segment
2. Develop ways to appeal to younger demographic and female demographic
Social MediaLiterature Review:
“The advent of social media has provided a great opportunity for sports organization to establish stable and diversified relationships with the public and their core stakeholders.” - Yuan, W., & Shuhua, Z. (2015)
US sports teams have “surpassed teams in the other leagues in using the internet for sports marketing”
The evolution of the Internet has helped increase the awareness of sports teams’ public image and their audience and fan bases - ioakimidis (2010)
Key Findings
Older respondents followed less social media accounts, and spent less time using it
Key Findings
Humorous/Creative Content and Fan Interaction are more important to younger sports fans
More favorable attitudes towards social media accounts → more usage → more attendance and games watched on TV or Online
Recommendations1.Marketers should target the
younger audience
2.Focus on developing Creative and Interactive posts and events
Endorsements
Which advertisement makes you want to shop at Under Armour more?
Key Findings
Impact Endorsers have on Purchase Decisions:
Females are more likely to purchase from a celebrity endorser or star player than males
Males rated Attractiveness, Honesty, Trustworthiness, Knowledge, and Skill more important than Female did
Recommendations
Marketers should try to select athletes with more favorable characteristics to endorse their brands
Find a good mix between personal qualities and performance Males are more likely to purchase when a specific athlete or team is winning