FiT Publishing

Outsourcing ticket sales operations to the service provider is becoming popular in intercollegiate sport in the US. While much has been reported about ticket sales outsourcing, there is a major lack of understanding in the literature as to how the service provider’s performance is measured by the athletic department. To fill important gaps in the sport marketing literature, this study employed the Balanced Scorecard (BSC) and Analytic Hierarchy Process (AHP) combined model using one NCAA Division I athletic department to understand performance measure metrics. The result of the AHP showed...Read more

A limited amount of literature has examined the outsourcing of sport marketing operations and media rights from the perspectives of large NCAA Division I institutions or the service providers (Li & Burden, 2002). Even less attention has been given to the perspectives of professional sport organizations. This essay focuses on the nature of outsourcing from the viewpoint of minor league baseball (MiLB) organizations, to discern any similarities or differences in outsourcing decisions among the three classifications commonly referred to as AAA (Triple-A), AA (Double-A), and A (Single-A);...Read more

During the past decade, the outsourcing of marketing operations has become a common practice in American college athletics. While the reasons that an intercollegiate athletics program might choose to outsource its marketing operations are numerous, the decision to do so really depends on various circumstances. This study was designed to reveal both the advantages and disadvantages of outsourcing and the circumstantial factors affecting athletic administrators's outsourcing decisions. Also, three real cases were presented and examined to substantiate motives as well as the importance of...Read more