Articles in this issue:

• Editor’s Note

  Stephen Shapiro

  I am honored to serve as editor for Sport Marketing Quarterly (SMQ). I would like to acknowledge the outstanding work of outgoing editor Daniel Funk, who over the past three years has made significant progress moving SMQ forward as a high-quality journal in the field of sport marketing. Daniel’s commitment and leadership resulted in substantial growth during his tenure, and his work will have a long-lasting impact on the direction of SMQ. Additionally, I would like to thank Jeffrey James for serving as associate editor over the past three years. His...Read more

• Industry Insider: Grant Jostol

  Alan Morse

  An interview with Grant Jostol, Business Data Analyst for the Seattle Mariners.Read more

• A Valuation Analysis of Corporate Naming Rights for Collegiate Sport Venues

  Nels Popp

  Timothy DeSchriver

  Chad McEvoy

  and Mark A. Diehl

   DeSchriver and Jensen (2003) and Gerrard, Parent, and Slack (2007) have performed valuation studies of North American sport venue naming rights agreements, focusing on professional sport team stadia. No empirical research exists that solely examines the values of collegiate sport venue naming rights. This study attempts to fill that void, utilizing a hedonic pricing model. Naming rights agreements for 44 venues in which an NCAA Division I football or basketball team was the primary tenant were identified. Based on the literature, a final model consisting of eight explanatory variables...Read more

• How Expectations and Perceptions of Corporate Social Responsibility Impact NBA Fan Relationships

  Russell Lacey and Pamela Kennett-Hensel

  Corporate social responsibility (CSR) activities have the ability to impact the image and reputation of professional sports franchises, and ultimately, their relationships with the respective fan bases. The National Basketball Association (NBA), in particular, utilizes CSR as part of its marketing and public relations strategy. Based on field survey data collected with the assistance of an NBA team in the Southeastern United States over three consecutive seasons, this study expands our understanding of CSR by exploring how fans’ expectations and perceptions of CSR initiatives impact the...Read more

• Examining Consumer Perceptions of Demand-Based Ticket Pricing in Sport

  Stephen L. Shapiro

  Joris Drayer

  and Brendan Dwyer

  Dynamic ticket pricing (DTP), a new revenue management (RM) strategy in sport, has grown in popularity in response to the demand-based ticket resale market. Previous research has examined the relationship between the primary and secondary ticket market and determinants of price in a DTP environment. However, research has not focused on consumer perceptions of DTP or resale prices. The purpose of this study was to examine consumer perceptions of demand-based pricing over time, to assess the influence of attitudes on perceived value and purchase intentions. Results indicated that time, team...Read more

• Differentiating Mass Participant Sport Event Consumers: Traditional Versus Non-Traditional Events

  Richard J. Buning and Matthew Walker

  Mass participant sport events (MPSEs) have experienced substantial growth both in the amount and types of events offered. The endurance event industry has recently shifted towards non-traditional events, but an exploration of this new type of event is lacking. Accordingly, research is needed to assess the motives of nontraditional MPSE participants. This research was conducted to explore participant motivations to compete in two different MPSEs. Using an online questionnaire, event participants from two different event contexts (i.e., traditional and non-traditional) were examined (N...Read more

• Trademark Decision Gives Sport Marketers Cause for Paws: Wolfskin v. New Millennium

  Jeffrey F. Levine

  The United States Court of Appeals for the Federal Circuit recently ruled on an intellectual property dispute between outdoor apparel company Jack Wolfskin Ausrustung Fur Draussen GmbH & Co. KGAA (Wolfskin), and sportswear company New Millennium Sports, S.L.U. (New Millennium). The case arose after Wolfskin attempted to trademark a non-human paw print design to use on its products. The court’s analysis of the legal effect of modifications to protected trademarks and its discussion concerning the common use of paw prints in trademark designs is particularly useful to sport marketers and...Read more

• Bowling for Dollars: Establishing Perceived Need and Brand Equity in a Participatory Sport

  Todd C. Koesters

  Khalid Ballouli

  Matthew J. Bernthal

  and Sandy Hansell

  Elliott had spent the previous few weeks in the southeastern United States consulting with different universities on behalf of Red Bull concerning a national promotion titled “the Red Bulletin,” a brand campaign designed to increase brand awareness and brand equity of Red Bull among university students. This particular campaign involved the usage of samples, branded leaflets, magazine distribution, and an interactive campus tour, all signifing Red Bull’s brand identity to university students. Utilizing research he had received from the GenNext Panel, a branded research and student insight...Read more