Research – The Sport Journal

Marketing Division II athletics to college students: The perceived effectiveness of internally focused promotion tactics

Authors: Martin Barrett and Jeffrey R. Farr

Department of Recreation and Parks Management, Frostburg State University, Frostburg, MD, USA

Corresponding Author:

Martin Barrett, PhD
101 Braddock Road
Frostburg, MD 21532-2303
mbarrett@frostburg.edu
301-687-4475

Martin Barrett, PhD is an Assistant Professor of Sport Management at Frostburg State University in Frostburg, MD. His diverse research interests focus on sport and environmental sustainability, the diffusion of non-traditional sports, and divisional reclassification within intercollegiate athletics.

Jeffrey R. Farr, PhD is an Assistant Professor of Recreation, Parks, and Sport Management at Frostburg State University in Frostburg, MD. His research interests focus on understanding the relationships between families and youth sport participation.

Marketing Division II athletics to college students: The perceived effectiveness of internally focused promotion tactics

ABSTRACT

Sport-based incentives such as sales promotions and atmospheric efforts such as augmenting the core product with entertainment programming are widely used in sport to increase attendance at events. Despite this, there is little understanding regarding the effectiveness of marketing and promotion activities in persuading and motivating college students to attend Division II athletic events. Therefore, this paper sought to understand the
perceived effectiveness of different types of marketing and promotion activities, as well as the relationship between perceived effectiveness and existing attendance behavior. Surveys collected from students attending a public university in the Mid-Atlantic region (N=327) revealed that behavioral response incentives – marketing tactics where the sport product is augmented to better match the primary motive for fan attendance – have the greatest perceived effectiveness in persuading and motivating attendance. In addition, behavioral response incentives were positively related to attendance behavior; meaning students who were already regularly attendees perceived these types of marketing and promotion activities to be even more effective. The results from this study should guide athletic marketing efforts at the Division II level in the implementation of marketing and promotion activities to generate optimal return on investment.

Key Words: athletics, marketing, promotion, incentives, atmospherics

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Vandy Pacetti-Donelson2023-05-12T17:48:58-05:00May 12th, 2023|Research, Sports Management|Comments Off

Obesity on the Line! An Analysis of High School Linemen Recruited to Play for “Power Five” Schools

Authors: Jeffrey J. Fountain¹, Peter S. Finley², and Thomas Wuerzer³

¹Department of Management at Nova Southeastern University

²Department of Management at Nova Southeastern University

³Department of Public Administration & Real Estate Development at Nova Southeastern University

Correspondence:

Jeffrey J. Fountain
Carl DeSantis Building
3301 College Avenue
Fort Lauderdale, FL, 33314-7796
jeffjf@nova.edu
954-262-8129

Jeffrey Fountain, Ph.D., and Peter Finley, Ph.D., are both Associate Professors of Sport and Recreation Management at the H. Wayne Huizenga College of Business and Entrepreneurship at Nova Southeastern University. Their research interests focus on issues in college athletics with an emphasis on college athlete welfare.

Thomas Wuerzer, Ph.D., is an Associate Professor in theDepartment of Public Administration & Real Estate Development at Nova Southeastern University. His research focus is on Geographical Information Systems with an emphasis on Public Health

Obesity on the Line! An Analysis of High School Linemen Recruited to Play for “Power Five” Schools

Abstract

Purpose: This article explored the changing body sizes of high school football linemen recruited to play for “Power 5” schools between 2003 and 2020 when factoring in the position group. This study also allowed for a cross-sectional analysis to explore body size differences within and between “Power 5” conferences. Methods: The dataset contained 7,428 linemen, and a cross-sectional design was used to examine position and conference affiliation related to the differences in height, weight, and Body Mass Index over three time periods. Statistical analysis was conducted using nonparametric Kruskal-Wallis H tests and post-hoc analysis with Bonferroni correction for pairwise comparisons. Results: The results showed that while height did not significantly change, weight continued to increase, particularly among defensive tackles, offensive centers, and guards. Conclusions: In some “Power 5” conferences, the number of linemen recruits weighing more than 300 pounds had more than doubled over this period. This adds to the player obesity discussion and the systematic issues that allow linemen to continue to play at weight levels categorized as obese, with little apparent regard for the risk of injury or long-term health implications. Application in Sport: College football decision-makers will be able to use the results of this study to demonstrate a need for new health protocols and policies that reduce the number of obese and significantly overweight linemen.

Keywords: college football, BMI, health risk

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Vandy Pacetti-Donelson2023-05-05T15:24:56-05:00May 5th, 2023|Research, Sports Health & Fitness|Comments Off

Environmental Sustainability Practices in Minor League Sports [EARTH DAY PUBLICATION]

Authors: Mark Mitchell¹, Melissa Clark¹, and Sara Nimmo²

¹Wall College of Business, Coastal Carolina University, Conway, South Carolina, USA

²University of North Carolina, Charlotte, North Carolina, USA

Corresponding Author:

Professor of Marketing
Associate Dean, Wall College of Business
NCAA Faculty Athletics Representative (FAR)
Coastal Carolina University
P. O. Box 261954
Conway, SC 29528
mmitchel@coastal.edu
(843) 349-2392

Mark Mitchell, DBA is Professor of Marketing at Coastal Carolina University in Conway, SC.

Melissa Clark, PhD isProfessor of Marketing at Coastal Carolina University in Conway, SC.

Sara Nimmo is a 2022 Honors Graduate of Coastal Carolina University. Nimmo currently works in Sports Marketing at the University of North Carolina at Charlotte, and previously served as a Fan Engagement Assistant with MiLB’s Myrtle Beach Pelicans.

Environmental Sustainability Practices in Minor League Sports

ABSTRACT

Recently, there has been heightened attention on what businesses are doing to sustain the environment. This trend has also impacted minor league sports. Many teams have developed and implemented strategies to lessen the environmental impact of their operations. Consultation with officials of a local minor league baseball team, in addition to extensive information search, identified the strategies used by teams and leagues to improve the environmental sustainability of their part of the sports industry. A cluster analysis was then performed to classify the strategies identified into categories of similar topics. To date, the main areas where minor league sport teams have focused their efforts on environmental sustainability are: (1) facility-related matters (i.e., sustainable certificates, renewable energy, and changes in water and fertilizer usage); and (2) waste reduction (i.e., recycling, paperless ticketing, digital publications). Many of these sustainability initiatives were introduced during the COVID global pandemic as teams and leagues sought to play games while concurrently lower costs and limiting contact among fans and staff. Since their introduction, many of these practices, particularly those dealing with waste reduction, have become standard operating procedures. As fans become more aware of the need to reduce the environmental impact of business operations, they will apply those expectations to minor league sports teams and leagues. Teams and leagues are responding driven by the concurrent desire to sustain their business and to lower the environmental impact of their operations.

Key words: minor league sports, environmental sustainability, facilities, waste reduction

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Vandy Pacetti-Donelson2023-04-20T15:01:13-05:00April 21st, 2023|Research, Sports Facilities, Sports Studies and Sports Psychology|Comments Off

Exploring the mental health needs of university student-athletes during COVID-19

Authors: Nathan D. Grimm¹, Krista K. Fritson¹, John Duff², Micah Stall², and Christopher Waples¹

¹Department of Psychology, University of Nebraska at Kearney, Kearney, NE, USA

²Department of Intercollegiate Athletics, University of Nebraska at Kearney, Kearney, NE, USA

Correspondence:

Nathan D. Grimm
1011 Hope St
Mankato, MN 56001
ngrimm.1224@gmail.com
(402) 719-1967

Nathan D. Grimm was an undergraduate psychology student at the University of Nebraska at Kearney during the completion of this study and is now a graduate student in the Sport, Exercise, and Performance Psychology program at Minnesota State University, Mankato.

Krista K. Fritson, PsyD is a professor of Psychology at the University of Nebraska at Kearney and Licensed Clinical Psychologist. She serves as the university’s psychologist with athletes. Krista’s areas of research interest include self-efficacy, therapy outcomes, effects of journaling on student learning/engagement/wellness.

Micah Stall, MS, LAT, ATC is an Assistant Athletic Trainer at the University of Nebraska at Kearney.

John Duff, MA, ATC, LAT. is an Assistant Athletic Trainer at the University of Nebraska at Kearney.

Christopher Waples, PhD is an associate professor of Psychology at the University of Nebraska at Kearney. His recent research interests involve quantitative methods, psychometrics, performance feedback, and the recruitment and retention of talent.

Exploring the Mental Health Needs of University Student-Athletes During COVID-19

Abstract

Purpose: The COVID-19 pandemic has had a tremendous effect on the world of athletics. At the beginning of the pandemic, factors like strict health measures and protocols, social isolation, and uncertainties about the future negatively affected athletes’ well-being. The present study explores if student-athletes’ mental health, specifically depression, anxiety, and reactions to competition has improved as the pandemic restrictions/impact decreased. Additionally, we examine the impact that participation in team meetings with a psychologist had on these factors.

Methods: To research this, 166 student-athletes (18-24 years old) attending a Division-II University from the Midwest completed three different questionnaires, the PHQ-9, GAD-7, and SAS-2, across three successive semesters.

Results: Two mixed factorial MANOVA were conducted in this study. The first MANOVA revealed a significant decrease in anxiety (F(2,318) = 11.08, p < .001, η_p² = 0.07) and depression (F(2,318) = 19.79, p < .001, η_p² = 0.11) symptoms among the sample athletes as pandemic restrictions decreased. The second MANOVA revealed athletes involved in team meetings reported higher levels of worry (F(1,162) = 11.94, p < .001, η_p² = 0.07), concentration disruption (F(1,162) = 20.46, p < .001, η_p² = 0.11), and somatic anxiety (F(1,162) = 4.22, p = .042, η_p² = 0.03).

Conclusions: Possible explanations for these findings are discussed. Identifying the effects of the COVID-19 pandemic can further assist professionals in developing strategies to boost student-athlete mental well-being and performance during major disruptions to their lives.

Applications in Sports: This study provides evidence of the trends seen in the mental health and resilience of student-athletes as the pandemic progressed and their overall needs from coaches and administrators.

Keywords: sports, college, pandemic, anxiety, depression, reaction to competition

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Vandy Pacetti-Donelson2023-04-20T14:03:39-05:00April 20th, 2023|Research, Sports Health & Fitness|Comments Off

Age, regional distribution, and fighting styles of elite mixed martial arts athletes

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
machenghao@cuhk.edu.cn

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

Age, regional distribution, and fighting styles of elite mixed martial arts athletes

ABSTRACT

This study aims to analyze the age, regional distribution, and fighting styles of 174 top-ranking Ultimate Fighting Championship (UFC) elite athletes to encourage the long-term success of coaches and athletes in terms of athletic development, talent selection, and training strategies. It uses frequency and descriptive statistical analysis to reveal age, nationality, and differences between fighting styles. A t-test was conducted to identify the age differences of male and female athletes within the same weight divisions, and a one-way ANOVA test was applied to see if there were significant differences between these weight divisions. Results showed that the athletes competed within a wide age range (23-42 years old), with a mean age of 31.82±3.77 years (male: 31.75±3.70; female: 32.00±3.99). There was no significant difference in the ages of male and female athletes or between weight classes, and most athletes were aged between 26 and 35 years, which accounted for 80% of the total number. Athletes represented 33 different countries, with more from the United States and Brazil (58.6%). They displayed 13 different fighting styles, categorized into styles in which either mixed, striking, or grappling were dominant, accounting for 44.9%, 32.7%, and 22.4%, respectively. The resultant data showed that UFC elite athletes compete with mixed fighting styles, with striking styles being more widespread, which is different when compared with the early stages of the event when grappling or wrestling styles were dominant in competition.

Key Words: combat sports; UFC; athletic performance; talent selection; training strategies

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Vandy Pacetti-Donelson2023-04-03T15:54:20-05:00April 7th, 2023|Research, Sports Management|Comments Off