To date, few studies have focused on understanding fans of women's sport, which is especially true with regard to consumption intentions. This study was undertaken to 1) examine fans' attitudes toward women's sports, including both cognitive and affective evaluations as related to consumption intentions; 2) identify salient product attributes of women's sports related to fans' consumption intentions; and 3) examine group differences on attitudes. Multiple regression analysis and multivariate analysis of variance were conducted to address the research questions. Results of the study revealed that both cognitive and affective aspects of attitude were predictive of women's sport fans' consumption intentions. In addition, study results indicated excitement and entertainment price as two salient product-attributes of women's sports that predicted consumption intentions. Lastly, differences in attitudes between former athletes and non-athletes and age groups were found.
Despite decades of research and advocacy—women's professional sports continue to be considered second class to men's sports. The goal of this paper is to rethink how we state, present, and solve problems in women's sport. To affect true change, the wisdom of a broad stakeholder group was embraced such that varied perspectives could be considered. A three-question survey was developed to examine what key constituents believe is working in women's sports, what they believe the salient challenges are for women's sport, and how they would prioritize the next steps forward in the post-pandemic sport landscape. Results indicated siloed differences of opinion based upon the age and role of the stakeholder in the women's sport ecosystem. We discuss the implications and offer recommendations as to how we as scholars might recalibrate our approach to women's sport scholarship to maximize the impact of our research and affect change.
The use of analytics has been growing throughout the sport industry. Although the concepts of analytics and big data are frequently used in the sport industry and highlighted in numerous media outlets, sport management students often do not have a strong understanding of why and how analytics are important for their future career, especially as it relates to sport marketing. This case study describes a fictitious student's interaction with an industry professional who is an expert on Customer Relationship Management (CRM) and marketing analytics in the sport industry, and the student's desire to be an intern in the Analytics Department at Major League Soccer (MLS). The study provides students information on how and why analytics are used in sport marketing and how data can be used to make decisions.
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