Sport Marketing Research Project (100 points):
You will adopt either a major or minor professional sport organization or major college athletics
department and summarize and evaluate the marketing efforts of the organization over the course
of the semester. You will be able to get most information from the team’s website, articles in
SportsBusiness Journal (SBJ) or the SBJ archives, and searches on the Internet.
Guideline:
1. Present an overview of the sport organization (1 page)
2. Conduct a SWOT analysis for the organization. (2 pages)
3. What market research efforts does the organization use to learn more about potential and
current customers? (1 page)
4. Discuss the segments that the organization tries to reach (1 page)
5. State the pricing for all tickets, luxury seating, sponsorship opportunities, concessions, and
parking (1 page)
6. List all the promotions that the organization uses to create awareness as well as in-game
promotions (e.g., giveaways). (1 page)
7. Present an overview of programs that reach out to the community (1 page)
8. Present an overall evaluation of the organization’s marketing efforts (1 page)
9. Provide specific recommendations for sport marketers of the organization (1 page)
10. Reference
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