This document discusses using African American NFL players in product endorsements and their impact on brand equity. It begins by providing background on the popularity of the NFL and professional football in the US. It then poses three research questions about whether brand equity is diminished when endorsed by black versus white players, if endorsements increase consumer aspirations towards black players, and the level of consumer identification with the athlete and brand. The document reviews literature on key topics like brand equity, effectiveness of celebrity endorsements, stereotypes in sports advertising, and representing "blackness". It outlines the methodology and results of the study, which are not described here. In conclusion, the document examines how African American athletes have been used in endorsements and the potential benefits and consequences
An Examination of Black Soccer Participation and Fandom in AmericaPatrick Rose
In this study, I seek to explore the issues related to Black soccer participation and fandom in America, focusing on youth participation and expanding to fandom at all ages. I also examine successful case studies of Black-led player development programs. I then provide preliminary recommendations based on primary research (interviews with prominent figures in the U.S. soccer landscape) and secondary research. Based on my research, I identify 10 barriers to Black youth soccer participation, nine challenges in Black soccer fandom in America, and I assess the replicability and scalability of player development models in underserved Black communities.
This document summarizes the author's research into how Americans identify with NFL teams. The author conducted research by posting questions to online forums for fans of 4 NFL teams - the Jacksonville Jaguars, Carolina Panthers, Seattle Seahawks, and New Orleans Saints. The author analyzed responses to understand motivations for team selection and fan behavior. Additional research included reviewing a patent about promoting fan identification and an ESPN article about criteria for the "best fans." The author found that Americans love football due to underdog stories and short seasons that make every game significant. Fans derive identity from teams through participation in games, traditions and being emotionally impacted by team performance.
The document outlines the agenda for a sport public relations lecture, including discussing sponsorship revenue at the University of Notre Dame athletics. It provides details on Notre Dame's sponsorship philosophy and challenges, listing key corporate sponsors that contribute over $100 million annually. The document also includes a schedule for current event presentations by students on various sports business topics.
This document is a thesis examining the age restrictions for entry into the NBA and NFL. It discusses the history of age restrictions in US professional sports leagues and key legal precedents related to age rules. The thesis contends that the current restrictions harm both players and leagues. It will analyze the issue from legal, policy, social and comparative perspectives and propose solutions. A major focus is how the rules benefit the NCAA by allowing it to retain top young talent for longer.
This document discusses the phenomenon of sports fandom. It defines the differences between spectators and fans, with fans having a stronger devotion to a team or sport. Fans can range from fair-weather fans who only follow when a team is winning, to die-hard fans deeply invested in a team's success or failure. The document also categorizes fans into social, focused, and vested types based on their level of emotional attachment. It explores the rituals and performances of fandom, as well as the six main motivations that drive fans' connections to sports such as aesthetic beauty, achievement, drama, escape, knowledge and social connection.
Sports Fans’ Team Identification and Their AttitudesDavid Keyser
The document discusses how sports fandom and team identification can impact psychological well-being and social connections. It presents research showing that fans who highly identify with a team experience more negative attitudes towards rival teams and fans after their team loses an important championship game against that rival. The study discussed in the document found that participants who highly identified with their team perceived rival fans as less fair and good after a loss compared to a win.
Communication and Sports Research PaperZachary Todd
1) Viewing athletes as heroes has negative effects on society as many labeled heroes, such as Lance Armstrong and Mark McGwire, were later found to be liars and cheaters through illegal actions.
2) The definition of "hero" has changed over time from its original Greek meaning of a divine or mythological figure to now often referring to successful athletes in modern culture.
3) While some athletes like Jackie Robinson and Joe DiMaggio deserve the title of hero for their courageous acts, many viewed athletes are really just "pseudo-heroes" created by mass media attention rather than truly heroic characteristics.
An Examination of Black Soccer Participation and Fandom in AmericaPatrick Rose
In this study, I seek to explore the issues related to Black soccer participation and fandom in America, focusing on youth participation and expanding to fandom at all ages. I also examine successful case studies of Black-led player development programs. I then provide preliminary recommendations based on primary research (interviews with prominent figures in the U.S. soccer landscape) and secondary research. Based on my research, I identify 10 barriers to Black youth soccer participation, nine challenges in Black soccer fandom in America, and I assess the replicability and scalability of player development models in underserved Black communities.
This document summarizes the author's research into how Americans identify with NFL teams. The author conducted research by posting questions to online forums for fans of 4 NFL teams - the Jacksonville Jaguars, Carolina Panthers, Seattle Seahawks, and New Orleans Saints. The author analyzed responses to understand motivations for team selection and fan behavior. Additional research included reviewing a patent about promoting fan identification and an ESPN article about criteria for the "best fans." The author found that Americans love football due to underdog stories and short seasons that make every game significant. Fans derive identity from teams through participation in games, traditions and being emotionally impacted by team performance.
The document outlines the agenda for a sport public relations lecture, including discussing sponsorship revenue at the University of Notre Dame athletics. It provides details on Notre Dame's sponsorship philosophy and challenges, listing key corporate sponsors that contribute over $100 million annually. The document also includes a schedule for current event presentations by students on various sports business topics.
This document is a thesis examining the age restrictions for entry into the NBA and NFL. It discusses the history of age restrictions in US professional sports leagues and key legal precedents related to age rules. The thesis contends that the current restrictions harm both players and leagues. It will analyze the issue from legal, policy, social and comparative perspectives and propose solutions. A major focus is how the rules benefit the NCAA by allowing it to retain top young talent for longer.
This document discusses the phenomenon of sports fandom. It defines the differences between spectators and fans, with fans having a stronger devotion to a team or sport. Fans can range from fair-weather fans who only follow when a team is winning, to die-hard fans deeply invested in a team's success or failure. The document also categorizes fans into social, focused, and vested types based on their level of emotional attachment. It explores the rituals and performances of fandom, as well as the six main motivations that drive fans' connections to sports such as aesthetic beauty, achievement, drama, escape, knowledge and social connection.
Sports Fans’ Team Identification and Their AttitudesDavid Keyser
The document discusses how sports fandom and team identification can impact psychological well-being and social connections. It presents research showing that fans who highly identify with a team experience more negative attitudes towards rival teams and fans after their team loses an important championship game against that rival. The study discussed in the document found that participants who highly identified with their team perceived rival fans as less fair and good after a loss compared to a win.
Communication and Sports Research PaperZachary Todd
1) Viewing athletes as heroes has negative effects on society as many labeled heroes, such as Lance Armstrong and Mark McGwire, were later found to be liars and cheaters through illegal actions.
2) The definition of "hero" has changed over time from its original Greek meaning of a divine or mythological figure to now often referring to successful athletes in modern culture.
3) While some athletes like Jackie Robinson and Joe DiMaggio deserve the title of hero for their courageous acts, many viewed athletes are really just "pseudo-heroes" created by mass media attention rather than truly heroic characteristics.
This document summarizes a study that examined the relationship between exposure to NASCAR (through attendance, television, and radio) and fans' conscious purchasing of sponsor products. The study was guided by social identity theory and identity salience theory. It hypothesized that greater exposure to NASCAR would correlate with increased purchasing of sponsor products. Data were collected through surveys of 128 NASCAR fans and analyzed using correlation. Results found some significant correlations between exposure and purchasing, though weaker than expected. The study discussed implications for sponsor evaluation and fan segmentation.
The document discusses the NBA's use of social media and provides examples of its strategies and activities. Some key takeaways are:
1. The NBA has been highly successful on social media, with over 38 million followers across platforms. It emphasizes integration across sites and using social media to enhance the fan experience.
2. The NBA amplifies organic content and discussions. It also creates content like the Jenson Button video that garnered nearly 600,000 views.
3. Innovation is a pillar of the NBA's approach, with initiatives like the Mike Mosaic, interactive social experiences, and location-based check-ins during games.
4. The NBA aims to balance opportunities on social media against risks
The NBA has seen strong global growth in recent years through expanded broadcasting and marketing efforts. However, the rise of super teams has damaged fan interest, and load management of star players has become a concern. The league seeks to further expand internationally and through the G League. It faces threats from other professional sports leagues and potential public relations issues from political stances of players or executives.
This document provides an overview and schedule for a public relations lecture at the University of Cincinnati. It discusses definitions of public relations and effective communication. It also outlines a current events research and presentation assignment where students will choose a sports business topic, conduct research citing two sources, and present on their assigned date. The document provides the presentation schedule with assigned dates and topics. It discusses a game wrap assignment where students will attend a live sporting event and write a summary. The document concludes with tips for the game wrap assignment and an example of a game wrap story.
This document summarizes a research study that investigated factors influencing initial fandom of English Premier League (EPL) and Major League Soccer (MLS) teams among Bay Area millennials. A survey of 78 respondents found no significant differences in overall league preferences, though most still favored EPL teams. Differences were found in motives like style of play and presence of star players. This confirms the EPL's ability to penetrate the American market and provides insights for soccer marketing. The study aims to understand how accessibility, star players, and demographics impact fan identification with each league.
A More Perfect College Football Playoff - New Playoff FormatSportFiction
The document discusses proposals to expand the College Football Playoff format beyond the current 4-team system. It argues that more teams should be included to better determine the true national champion and increase fan engagement. A proposed new format would give automatic bids to the 5 Power Conference champions and select up to 3 additional teams as wildcards for a total playoff field of 8 teams. Quarterfinal games would be added around Christmas to seed the teams for semifinal matchups.
THE WHEEL SPEAKS ON 2013 – The NCAA & Sports Bilas-trated And Expose……THE WHEEL
This document discusses the exploitation of college athletes, particularly African American athletes. It notes that while universities earn billions from college sports, the athletes themselves receive nothing. It references a lawsuit filed by Ed O'Bannon against the NCAA arguing that college athletes deserve compensation for the use of their images and likenesses in commercial products and for the revenue generated from television broadcasts of college sports. The document asserts that the NCAA's definition of amateurism acts as an illegal restraint of trade that prevents athletes from being compensated for their role in generating billions of dollars for universities.
The War Room was created to provide candid, intelligent, and opinionated sports commentary and discussion. It is a weekly podcast and radio show featuring a roundtable of hosts analyzing current events in sports and beyond. The show aims to bring an honest perspective often lacking in traditional sports media through humor and knowledgeable discussion from diverse viewpoints. It has grown significantly since its first broadcast in 2010 across multiple digital platforms and has a large, engaged audience.
A More Perfect College Football Playoff - College Football DraftSportFiction
The document discusses the possibility of implementing a college football draft similar to the NFL draft. It argues that a college draft could help level the playing field by preventing the same top programs from dominating recruiting every year. It provides examples of how the NFL draft succeeded in creating competitive balance and discusses how a college draft could work, including addressing obstacles around player choice and large number of teams/players involved.
National Basketball Association Industry AnalysisThomas Salierno
The National Basketball Association (NBA) is comprised of 30 franchises located in the United States that compete for the championship. Franchises are divided into Eastern and Western conferences which are further divided into divisions. Teams seek to attract talented players and compete for lucrative contracts within the collective bargaining agreement. The NBA continues to grow as one of the top professional sports leagues in North America.
The document discusses conflict management in sports organizations. It provides an overview of how one sport psychology organization implements a conflict management system to address issues like hazing, retention, and legal problems. The system analyzes resources, goals, accountability, and organizational structure. The document also describes Katherine Miller's model of conflict, including latent, perceived, felt, manifest, and aftermath phases. It provides examples of conflict in FIFA's 2015 corruption case and Tom Brady's Deflategate scandal, analyzing them through Miller's phases. It stresses that conflict is neither good nor bad, but how an organization addresses it that matters.
In this keynote delivered at the National Council of Teachers of English, Katherin Garland represents Katie Dredger, Crystal Beach, and Cathy Leogrande in exploring how media represent those who are marginalized in sports and sports media. A transcript follows.
This document discusses the common use of sports idioms in politics and other fields in the United States, and the challenges of translating these idioms for non-native English speakers from different cultures. It explains that the popularity of certain sports varies between countries, so their idioms do as well, and provides examples of idioms associated with sports like cricket, boxing, and sailing that may be unfamiliar in some areas. It emphasizes the importance of choosing idioms relevant to the target market and clarifying meanings when translating documents containing sports metaphors.
Explored behavioral variables affecting adult supporters who follow a certain sport or team sport. Recommendations to increase sport audience were marketers targeting older and male sports fans, marketing strategies that capitalize on team’s success, appeal to youngsters and female demographics, develop creative or interactive posts and events, and select athletes to endorse their brands.
This document provides an overview and schedule for a Sport PR lecture at the University of Cincinnati. It outlines various assignments, including turning in a game wrap, taking a current events quiz, and writing a lead based on watching an eSports business video. It also details a current events research presentation where students choose a topic and present on their assigned date. Finally, it lists the schedule of presentation topics covering areas like eSports sponsorships, marketing the UFC, fantasy football, sports stadium technology, and revenue from the NCAA basketball tournament and World Cup.
The document introduces Anne Wilson as the owner of Marketing-Tricks, a website providing digital marketing advice based on her over decade of experience. She specializes in areas like SEO, content writing, social media, and lead generation campaigns. After working in various industries, she now offers freelance marketing services. Her skills include copywriting, SEO, social media setup and management, PPC advertising, and devising marketing strategies. Her portfolio provides examples of projects involving website content creation, email campaigns, guest blogging, PR and articles, social media updates, and developing a social media strategy for a client.
Saurav provides his curriculum vitae, which details his experience as a GIS professional over 5.8 years. He has held positions such as Senior GIS Analyst and GIS Analyst. His responsibilities have included relationship management, project management, data production, and technical support. He has experience with clients such as municipal corporations and oil and gas companies on projects involving base map creation, survey, and GIS implementation. Saurav also lists his educational qualifications and software skills.
First presentation (idea proposal and research)Helen Cheevers
This document discusses developing a CBT intervention for single parents. It proposes introducing a home visitation program to address mental health and socioeconomic problems single parents may face using CBT. Field research is underway, including interviewing parents about coping with costs of living and pressures, and researching pricing for an intervention providing CBT, substance abuse treatment, and support for children.
Mr. Maged Ismail Aly Husein EI-Abd received a Certificate of Excellence from Gloual Training certifying that he successfully completed training to become a Certified Mercedes-Benz Manager for Passenger Cars. The certificate was issued on June 13, 2013 in Cairo and signed by the Director, AfterSales Instructor, and Senior Manager, Training of Mercedes-Benz Egypt.
This document summarizes a study that examined the relationship between exposure to NASCAR (through attendance, television, and radio) and fans' conscious purchasing of sponsor products. The study was guided by social identity theory and identity salience theory. It hypothesized that greater exposure to NASCAR would correlate with increased purchasing of sponsor products. Data were collected through surveys of 128 NASCAR fans and analyzed using correlation. Results found some significant correlations between exposure and purchasing, though weaker than expected. The study discussed implications for sponsor evaluation and fan segmentation.
The document discusses the NBA's use of social media and provides examples of its strategies and activities. Some key takeaways are:
1. The NBA has been highly successful on social media, with over 38 million followers across platforms. It emphasizes integration across sites and using social media to enhance the fan experience.
2. The NBA amplifies organic content and discussions. It also creates content like the Jenson Button video that garnered nearly 600,000 views.
3. Innovation is a pillar of the NBA's approach, with initiatives like the Mike Mosaic, interactive social experiences, and location-based check-ins during games.
4. The NBA aims to balance opportunities on social media against risks
The NBA has seen strong global growth in recent years through expanded broadcasting and marketing efforts. However, the rise of super teams has damaged fan interest, and load management of star players has become a concern. The league seeks to further expand internationally and through the G League. It faces threats from other professional sports leagues and potential public relations issues from political stances of players or executives.
This document provides an overview and schedule for a public relations lecture at the University of Cincinnati. It discusses definitions of public relations and effective communication. It also outlines a current events research and presentation assignment where students will choose a sports business topic, conduct research citing two sources, and present on their assigned date. The document provides the presentation schedule with assigned dates and topics. It discusses a game wrap assignment where students will attend a live sporting event and write a summary. The document concludes with tips for the game wrap assignment and an example of a game wrap story.
This document summarizes a research study that investigated factors influencing initial fandom of English Premier League (EPL) and Major League Soccer (MLS) teams among Bay Area millennials. A survey of 78 respondents found no significant differences in overall league preferences, though most still favored EPL teams. Differences were found in motives like style of play and presence of star players. This confirms the EPL's ability to penetrate the American market and provides insights for soccer marketing. The study aims to understand how accessibility, star players, and demographics impact fan identification with each league.
A More Perfect College Football Playoff - New Playoff FormatSportFiction
The document discusses proposals to expand the College Football Playoff format beyond the current 4-team system. It argues that more teams should be included to better determine the true national champion and increase fan engagement. A proposed new format would give automatic bids to the 5 Power Conference champions and select up to 3 additional teams as wildcards for a total playoff field of 8 teams. Quarterfinal games would be added around Christmas to seed the teams for semifinal matchups.
THE WHEEL SPEAKS ON 2013 – The NCAA & Sports Bilas-trated And Expose……THE WHEEL
This document discusses the exploitation of college athletes, particularly African American athletes. It notes that while universities earn billions from college sports, the athletes themselves receive nothing. It references a lawsuit filed by Ed O'Bannon against the NCAA arguing that college athletes deserve compensation for the use of their images and likenesses in commercial products and for the revenue generated from television broadcasts of college sports. The document asserts that the NCAA's definition of amateurism acts as an illegal restraint of trade that prevents athletes from being compensated for their role in generating billions of dollars for universities.
The War Room was created to provide candid, intelligent, and opinionated sports commentary and discussion. It is a weekly podcast and radio show featuring a roundtable of hosts analyzing current events in sports and beyond. The show aims to bring an honest perspective often lacking in traditional sports media through humor and knowledgeable discussion from diverse viewpoints. It has grown significantly since its first broadcast in 2010 across multiple digital platforms and has a large, engaged audience.
A More Perfect College Football Playoff - College Football DraftSportFiction
The document discusses the possibility of implementing a college football draft similar to the NFL draft. It argues that a college draft could help level the playing field by preventing the same top programs from dominating recruiting every year. It provides examples of how the NFL draft succeeded in creating competitive balance and discusses how a college draft could work, including addressing obstacles around player choice and large number of teams/players involved.
National Basketball Association Industry AnalysisThomas Salierno
The National Basketball Association (NBA) is comprised of 30 franchises located in the United States that compete for the championship. Franchises are divided into Eastern and Western conferences which are further divided into divisions. Teams seek to attract talented players and compete for lucrative contracts within the collective bargaining agreement. The NBA continues to grow as one of the top professional sports leagues in North America.
The document discusses conflict management in sports organizations. It provides an overview of how one sport psychology organization implements a conflict management system to address issues like hazing, retention, and legal problems. The system analyzes resources, goals, accountability, and organizational structure. The document also describes Katherine Miller's model of conflict, including latent, perceived, felt, manifest, and aftermath phases. It provides examples of conflict in FIFA's 2015 corruption case and Tom Brady's Deflategate scandal, analyzing them through Miller's phases. It stresses that conflict is neither good nor bad, but how an organization addresses it that matters.
In this keynote delivered at the National Council of Teachers of English, Katherin Garland represents Katie Dredger, Crystal Beach, and Cathy Leogrande in exploring how media represent those who are marginalized in sports and sports media. A transcript follows.
This document discusses the common use of sports idioms in politics and other fields in the United States, and the challenges of translating these idioms for non-native English speakers from different cultures. It explains that the popularity of certain sports varies between countries, so their idioms do as well, and provides examples of idioms associated with sports like cricket, boxing, and sailing that may be unfamiliar in some areas. It emphasizes the importance of choosing idioms relevant to the target market and clarifying meanings when translating documents containing sports metaphors.
Explored behavioral variables affecting adult supporters who follow a certain sport or team sport. Recommendations to increase sport audience were marketers targeting older and male sports fans, marketing strategies that capitalize on team’s success, appeal to youngsters and female demographics, develop creative or interactive posts and events, and select athletes to endorse their brands.
This document provides an overview and schedule for a Sport PR lecture at the University of Cincinnati. It outlines various assignments, including turning in a game wrap, taking a current events quiz, and writing a lead based on watching an eSports business video. It also details a current events research presentation where students choose a topic and present on their assigned date. Finally, it lists the schedule of presentation topics covering areas like eSports sponsorships, marketing the UFC, fantasy football, sports stadium technology, and revenue from the NCAA basketball tournament and World Cup.
The document introduces Anne Wilson as the owner of Marketing-Tricks, a website providing digital marketing advice based on her over decade of experience. She specializes in areas like SEO, content writing, social media, and lead generation campaigns. After working in various industries, she now offers freelance marketing services. Her skills include copywriting, SEO, social media setup and management, PPC advertising, and devising marketing strategies. Her portfolio provides examples of projects involving website content creation, email campaigns, guest blogging, PR and articles, social media updates, and developing a social media strategy for a client.
Saurav provides his curriculum vitae, which details his experience as a GIS professional over 5.8 years. He has held positions such as Senior GIS Analyst and GIS Analyst. His responsibilities have included relationship management, project management, data production, and technical support. He has experience with clients such as municipal corporations and oil and gas companies on projects involving base map creation, survey, and GIS implementation. Saurav also lists his educational qualifications and software skills.
First presentation (idea proposal and research)Helen Cheevers
This document discusses developing a CBT intervention for single parents. It proposes introducing a home visitation program to address mental health and socioeconomic problems single parents may face using CBT. Field research is underway, including interviewing parents about coping with costs of living and pressures, and researching pricing for an intervention providing CBT, substance abuse treatment, and support for children.
Mr. Maged Ismail Aly Husein EI-Abd received a Certificate of Excellence from Gloual Training certifying that he successfully completed training to become a Certified Mercedes-Benz Manager for Passenger Cars. The certificate was issued on June 13, 2013 in Cairo and signed by the Director, AfterSales Instructor, and Senior Manager, Training of Mercedes-Benz Egypt.
Este documento ofrece consejos para empezar cursos bíblicos de forma efectiva al visitar personas en sus casas. Recomienda llevar folletos y analizar solo uno o dos párrafos en 10 minutos o menos para captar el interés de la persona. Ora para tener deseo de empezar cursos y practica lo que dirás en la adoración familiar para hablar con más seguridad.
El documento describe un viaje realizado por CycloBiblio a bibliotecas en las ciudades de Toulouse, Montauban, Montech, Burdeos y otras en el suroeste de Francia el 22 de septiembre de 2016. Incluye agradecimientos a colegas con los que compartió la experiencia y menciona planes futuros para 2017.
Raychel Collins completed the requirements for an online Paralegal Certificate from Kennesaw State University's College of Continuing and Professional Education. The certificate, dated November 2016, recognizes the fulfillment of all requirements and awards 30.0 continuing education units to Collins for the program.
Our team moved offices and the document shares before and after details of the change, with sections titled "Before..." and "After, Continued" describing the old and new spaces, and a final section promoting a video tour of the new office while thanking supporters.
Plan Lector 2014 I.E. Juan Miguel Pérez Rengifo - Tarapoto - PerúConnie Philipps
Este documento presenta el Plan Lector 2014 de una institución educativa. El plan busca fomentar la lectura entre los estudiantes a través de estrategias como la lectura de obras literarias amazónicas, actividades de animación y evaluaciones periódicas. El documento detalla los objetivos, responsables, libros seleccionados, cronograma y esperados logros del plan para promover la lectura y rescatar la identidad cultural de la región.
COMM 200 Gaming Experiential Learning (10 pts.)Throughout thi.docxclarebernice
COMM 200: Gaming Experiential Learning (10 pts.)
Throughout this quarter we have discussed topics relating to culture and communication such as selection, perception, and interpretation. Write a two-page paper on your experiences, decisions, and the conflicts that arise when you engage in the game, Inside Disaster: http://www.insidedisaster.com/experience/Main.html. This interactive experience takes you into the Haiti earthquake that happened in 2010. You will be describe your experiences as a gamer and turn in your paper discussing your gaming experience on Moodle by Saturday, February 18, 11 pm.
Creating your gaming experiential learning paper:
1. Play Inside Disaster as all three of the different characters.
2. What challenges did each character face? How did you feel while playing the game as each character?
3. Take notes on the communication, goals, and interactions you see while playing Inside Disaster.
4. What did you learn about Haiti and the 2010 earthquake?
5. Discuss the story and perspectives of this game.
6. What were your thoughts and experiences of gaming before this assignment? How is this game different or similar to games you have previously played? Your papers should be two pages., double-spaced, 12 pt. font. Citations are encouraged.
Page 1
Group 4: Mark Keck Contribution
Instructor Merriman
MGMT479
February 9, 2017
Under Armour Strategic Audit (Team Suggestions)
Under Armour Current Situation
Current Financial Performance
18.1% increase net revenue over 2008, US$856,411,000
.71% decrease in gross margin in 2009 (attributed to liquidation of shoe inventory)
78% market share in the performance apparel clothing segment (UA created the segment)
94% of revenue generated from Canadian and domestic markets
Sports apparel industry down 4.3% as a whole due to recession
Strategic Position
Brand Mission:
“To make all athletes better through passion, science and the relentless pursuit of innovation.”
Objectives
Launch and establish a running shoe line to capture some of the $5 billion running shoe segment, and at least 3% of the $31 billion international branded footwear market
Strategies
Keep retail pricing aligned with competitors in apparel and foot wear
Policies
Strategic Managers
Board of Directors
8 Person Board of Directors including:
Kevin A. Plank, Chairman of the Board of Directors
Top Management
Kevin A. Plank, President & CEO
Wayne A. Marino, COO; Brad Dickerson, CFO
Henry B. Stafford, Senior VP of Apparel
Gene McCarthy, Senior VP of Footwear
Dan J. Sawall, VP of Retail
John S. Rogers, VP/General Manager of E-Commerce
J. Scott Plank, Executive VP Domestic and Global Business Development
External Environment
Natural Environment
Societal Environment
Sports apparel market is highly correlated to disposable income, recession had an industry wide negative net effect to revenues, recession ending
Primary target consumers for Under Armour are 15 to 25 year-old males. However recent trends show increases in female ...
READ THIS CASE under armours strategy in 2014 potent enough to w.docxsodhi3
READ THIS CASE “under armour's strategy in 2014 potent enough to win market share from Nike and adidas”
Each of these issues should be addressed in this case (topic is Under Armour)
λ Introduction and business model
λ Competitive strength analysis
λ SWOT analysis
λ Financial ratios (should include financial data from 2013 to2016)
λ Strategic conclusions and recommendations
Research Proposal Presentation
Denise Caldwell, Emory Thorpe, Larensa Ishoo, Sarah Wegner & Sonia Saenz
BSHS/435
Mary Evitt
October 24, 2016
Intorduction
Give a brief summary of your literature review from week 2
Literature Review Summary
Include information on how many individuals are affected by your problem
Literature Review
Explain why your topic is important to the human service field
Provide statistics where necessary
Literature Review
Identify areas that require additional research on your topic
Literature Review
Provide a brief summary of the Journal Article Critique from week 3
Journal Article Critique
Include information on sampling size, sampling method and methods used
Journal Article Critique
Include information on the evaluation and research design
Was the design appropriate?
What were the independent and dependent variables?
Journal Article Critique
Explain the evaluation and descriptive statistics:
Discuss the descriptive statistics used to describe the data
Do you think the methods used were appropriate?
Journal Article Critique
Provide a brief summary of what you have learned
What is the most important thing you take away from this class/project/topic?
Conclusion
References
Confirming Pages
fiscal 2013, Nike had U.S. sales of $11.3 billion and
global sales of $25.3 billion, and it dominated both
the U.S. and global markets for athletic footwear. In
the United States, Nike’s share of athletic footwear
sales approached 60 percent (counting its Nike-
branded footwear and sales of its Jordan and Con-
verse brands) versus Under Armour’s 2.25 percent
share. Nike’s 2013 global sales of athletic footwear
totaled almost $16 billion (over 1 million pairs per
day), dwarfing Under Armour’s 2013 footwear sales
of $299 million. The adidas Group—the industry’s
second-ranking company—had 2013 global sales of
€14.5 billion (including €6.9 billion in athletic foot-
wear and €5.8 billion in sports apparel) and 2013
North American sales of €3.4 billion. But Under
Armour was gaining ground. From 2008 through
2013, Under Armour’s sales revenues grew at a com-
pound annual rate of 26.3 percent. Nike’s revenues
during its most recent five fiscal years (July 1, 2008,
to June 30, 2013) grew at only a 6.3 percent com-
pound rate; the revenues of The adidas Group—the
second-largest company in the global sporting goods
industry—grew at a compound rate of 6.3 percent
during 2008–2013.
Founder and CEO Kevin Plank believed Under
Armour’s potential for long-term growth was excep-
tional for thr ...
International Journal of Humanities and Social Science Invention (IJHSSI) is an international journal intended for professionals and researchers in all fields of Humanities and Social Science. IJHSSI publishes research articles and reviews within the whole field Humanities and Social Science, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
This marketing plan aims to increase Under Armour's market share in the basketball industry. Currently, Under Armour only accounts for 1% of basketball apparel and shoe revenue. The objectives are to raise brand awareness for Under Armour basketball products, sign more star NBA players to endorsements, and promote other basketball athletes currently endorsed by Under Armour. The target markets are consumers between tweens to Generation Y globally, as well as basketball players and colleges for sponsorship deals. Marketing strategies will include TV commercials featuring Steph Curry and other athletes, competitive pricing, and distributing products through retailers and Under Armour's website and stores.
This document discusses interscholastic athletic branding. It begins with definitions of branding and how branding has become increasingly important in professional and collegiate sports as a way to build brand equity and differentiate from competitors. While branding has been widely used at higher levels of sport, interscholastic athletic branding remains relatively unexplored. The literature review discusses previous research on branding in various sports contexts and identifies key dimensions of brand equity and athlete brand image. It notes a lack of historical research on branding at the high school level.
Major League Soccer franchises can learn from the branding strategies of established teams. Branding involves creating a distinct identity through elements like names, logos and core values to differentiate a team from competitors. Successful sports franchises implement branding strategies to build relationships with fans and increase loyalty over time. This allows brands to develop a competitive advantage through creating a strong brand image and equity.
This document provides an overview of the literature review chapter of a research paper on athlete endorsements. It discusses several sources that examine the history and psychology of athlete endorsements. One source finds that positive emotions towards endorsers can transfer to endorsed products. Another explores how consumers may develop emotional connections with athletes and brands. The literature helps establish that performance, personality fit, and the "halo effect" have motivated Nike's endorsement choices of Woods and Armstrong in the past. However, personal scandals damaged the credibility of both athletes and the relationship with Nike.
This document is a research report prepared by a group of students for their business research methods class. It examines young consumers' opinions and brand loyalty towards Adidas. The report includes an executive summary, introduction, literature review, methodology, results, discussion, limitations, and conclusions. Based on a survey of 30 students, the results show low brand loyalty to Adidas, with most preferring Nike. The report recommends Adidas improve product quality/design and lower prices to attract more young consumers.
This document provides a literature review on issues facing the NFL related to business versus morals. It discusses how prescribed pain medications for NFL players can lead to addiction issues after retirement. Concussions in football threaten the longevity of the NFL by raising health concerns that could decrease youth participation. Negative publicity from domestic violence and criminal cases also presents ethical challenges and hurts the NFL's image. The literature suggests these factors threaten the NFL's future business if they are seen as prioritizing profits over player safety and ethics. The document provides background for a study examining how negative exposure affects the NFL's markets and business longevity.
Condensed presentation in slides about my thesis on Marketing to Female Sports Fans which I wrote for my USC Masters in Communication Management on marketing to female sports fans through the lens of ethnography and marketing surveys. Uses the 2014 FIFA World Cup as the case study, including observed comparisons of female sports fans in the United States and Brazil. Explores who female sports fans are, the commercial opportunities behind them from a marketing perspective, and how.
This study examined how spectators' motives for attending basketball games differ based on their level of involvement in playing basketball. A survey of 481 spectators at a professional basketball game in Japan found that:
1) Spectators with experience regularly playing basketball had higher motives related to gaining knowledge of the sport, while those with no playing experience had higher motives related to spending time with family.
2) Spectators who currently belong to basketball teams had higher motives related to gaining knowledge and appreciating physical skills than those not on teams.
3) The most important motives overall were aesthetics, physical skills, drama, and knowledge of the sport. Family ties, team affiliation, and escape were less important motives.
This study analyzes the effect of sport sponsorship announcements on the share price and firm value of sponsoring companies. The researchers collected data on 629 sponsorship announcements between 1999-2010 from various sports and regions. Using an event study methodology, they examined abnormal stock returns around the announcement dates. The results provide evidence that sponsorship announcements positively impact stock returns. However, the impact differs across sports and regions. Specifically, abnormal returns were significantly higher for brand-level sponsorships, smaller firms, and deals with national reach. The findings suggest sponsorship announcements do influence firm value, but the effects vary depending on deal and sponsor characteristics.
The document discusses relationship marketing in the sports industry. It provides an overview of the size and revenue of major sports leagues in the US. Relationship marketing is presented as an important new paradigm for attracting and retaining sports fans as consumers. Various studies and research are cited that examine fan motivations, attitudes, and the importance of building relationships and a sense of community between sports organizations and their fans. Implementing effective customer relationship management (CRM) and relationship marketing strategies is key to developing loyal, long-term fans.
Investigating Motivation Drives of Attitudinal and Behavioural Fan Loyalty in...Mauro de Oliveira
This study investigated the motivational drivers of attitudinal and behavioral loyalty for fans of football and other sports in Brazil. An online survey was conducted with 483 valid responses from Brazil. Structural equation modeling found that the six motivation factors (interest in team, socialization, aesthetics, sport knowledge, interest in sport, and vicarious achievement) explained 64-69% of the variation in attitudinal loyalty and 20-29% of behavioral loyalty, depending on sport. Similarities and differences existed between football and other sport fans. The results provide insights to help sports marketers formulate effective strategies to develop and maintain loyal fan bases.
The document discusses the debate around whether college athletes should be paid. It summarizes the arguments on both sides, including that athletes bring in revenue for their schools but are considered amateurs. The document also analyzes a Newsday article by Michael Dobie arguing that NCAA athletes deserve salaries. However, the document finds Dobie's source lacks credibility as a columnist for an opinion-based newspaper without expertise in sports. While some of Dobie's claims can be supported by other scholarly sources, the document concludes his article alone is not a credible source due to biases.
The document discusses branding and typologies of football clubs in Liga 1 Romania. It examines the key components of a sports brand, including history, values, symbols, and fan base. It then profiles each of the 14 clubs in Liga 1, analyzing their brand elements, history, strengths, weaknesses, and community. While the brands of some clubs are well defined, others struggle from a lack of updated online presence and marketing, and most Romanian clubs have yet to fully realize the business and marketing potential of their brands.
Liga 1 Romania brands and typologies of football clubs
Blitzed Final Research Project
1. Blitzed
Assessing the impact of African American NFL players as
figures of product endorsement and brand equity
Brandon L. Cates
M.S. Candidate, Sport Management
Drexel University
2. 1
Table of Contents
Introduction ..............................................................................................................................................2-3
Research Questions.........................................................................................................................3
Review of Literature................................................................................................................................3-11
Brand Equity.................................................................................................................................3-5
Consumer Self Identity & Celebrity Endorser Qualities................................................................5-6
Effectiveness as Spokesperson.....................................................................................................6-7
Stereotypes in Sports ...................................................................................................................7-9
Advertising “Blackness” .............................................................................................................9-11
Methodology......................................................................................................................................... 11-14
Results ................................................................................................................................................. 14-20
Summary............................................................................................................................................... 20-21
Bibliography ...........................................................................................................................................22-24
Appendix ............................................................................................................................................... 25-35
Appendix A ............................................................................................................................... 25-30
Appendix B .................................................................................................................................... 31
Appendix C .................................................................................................................................... 32
Appendix D.................................................................................................................................... 33
Appendix E .................................................................................................................................... 34
Appendix F..................................................................................................................................... 35
3. 2
Introduction
A number of companies use celebrities as spokespeople with the hopes of increasing sales and
reputation for their brand. In advertising, expertise and credibility of both the celebrity as well as the
company weigh heavily in the eyes of consumers in determining their loyalty to the advertised brand.
Each year, corporate advertising accounts for nearly 7% of all advertising dollars spent which further
accounts for the level of importance in product promotion for corporations (Lafferty & Goldsmith, 1999).
A recent survey conducted by Harris Interactive in 2013 indicated that professional football was
far and away the country’s most popular sport with nearly 35% of surveyed adults indicating that
professional football is their favorite sport (Rovell, 2014). Year on end, the National Football League
(NFL) produces the most watched television programs, evident by nearly 111 million people estimated to
have watched Super Bowl XLVIII this past February (Carter, 2014). Companies have continually caught
on to the popularity of football and now spend exorbitant amounts of money on minimal airtime simply in
hopes of capturing a new audience. As currently constituted, African Americans as a race comprise the
overwhelming majority of professional football players at 63% at the start of the 2013-14 season
(Lapchick, 2013). As professional football increases in popularity, both domestically and abroad, the
effect of its predominant racial membership on consumers and brands as spokespeople needs to be
assessed.
While African American athletes in other sports such as Michael Jordan, Tiger Woods and Earvin
“Magic” Johnson have had success as brand spokespeople, there has been little research involving
potential detriments in using African American football player as spokesperson for the brand. A 2012
Sports Business Journal survey of brand managers, marketing & brand executives, agencies, sports
business professors and football media determined whom they believed to be the five most marketable
NFL players. Despite the fact that the NFL is two thirds African American, the collective group of
insiders only considered two African American players “marketable (Bounds, 2012).” To further
4. 3
complicate the issue, at the conclusion of the 2013 National Football Conference championship game,
Seattle Seahawks cornerback Richard Sherman spoke passionately into a camera professing his belief that
he was the best at his position in the NFL. The post-game tirade led to both praise and vitriol from sports
analysts and fans alike; however, it did not stop Sherman from appearing in a commercial endorsing the
popular “Beats By Dre” headphones just a day after the controversial interview and later become the
highest paid player at his position in the NFL. This proposed study seeks to examine the benefits and
potential consequences of using African American spokesperson as a brand ambassador.
Research Questions
With respect to professional football’s popularity among the American consciousness as well as the
increased exposure of African Americans as ambassadors for many popular brands, the following
questions need to be explored more in depth to thoroughly understand the concept:
1. Is brand equity diminished in the eyes of the consumer when endorsed by an African American
professional football player compared to a Caucasian counterpart?
2. Does brand endorsement by an African American football player increase the consumer’s
aspirational wishes towards the player?
3. How closely do consumers identify with the athlete in the endorsement? How closely do
consumers identify with the brand?
Brand Equity
The notion of brand equity has been difficult to ascertain for many years (Aaker, 1992;
Blackston, 2000). The concept is essentially based upon quantifying intangible values in addition to
“fundamental” equities such as price, product, and packaging (Blackston, 2000) in order to analyze a
brand’s marketability. “The term originated during the 1980’s and the importance in conceptualizing,
measuring, and managing brand equity has grown important for both practitioners and academics alike
(Baalbaki, 2012).” A company or brand that possesses high brand equity has staying power in the
5. 4
marketplace that is filled with similar types of products. Additionally, other researchers (Keller, 1993;
McDowell, 2004) have looked at brand equity from the side of the consumer. They consider the essence
of brand equity to be one where unique and powerful brand loyalty associations are established. The
belief here is that the consumer ultimately determines the value of the brand and consequently the
perception of the brand should be measured by quantifying consumer opinion of the brand.
Perhaps the only study comparable to the one I performed came in evaluating the effect that the
former University of Notre Dame head football coach Tyrone Willingham had upon the institution’s
brand during the tenure of his time as the head football coach. It is a notable study because Willingham
was the first African American head coach in the history of the prestigious institution. Willingham took
over the Notre Dame football program after a decade of lackluster performance and continued scandal.
While his winning percentage was relatively mediocre in his three year stint at Notre Dame, his tenure
was marked with both on-field and academic successes. The Fighting Irish went to two bowl games and
the grade point average of his players at the time of his departure was marked as the highest in the history
of the football program (Bruening & Lee, 2007). An analysis of brand equity in this scenario did not
consist of surveys but rather an evaluation of tangible instruments that are regularly used to denote
success. Minority applications to the university increased 39.9% in 2002-2003, and the feeling amongst
the faculty was positive about Willingham becoming the face of the university. Members of Notre
Dame’s Black Alumni became disappointed at the evaluation of Willingham’s performance citing “he
was a member of their family” and further helped Notre Dame continue a “national perception of
diversity (Bruening & Lee, 2007).” Former football alumni also endorsed Willingham and embraced him
for helping Notre Dame regain its prestige. However, even with the success Willingham was able to
attain, his presence created a divide amongst many. While the university did reach bowl games, they did
not reach a Bowl Championship Series (BCS) game thus missing out on a major revenue stream.
Television ratings for Notre Dame games fell to a 2.5 market share, and his team record was .500 during
his final season as head coach. Analyzing his impact on such a marquee brand in college sports is difficult
6. 5
but the evaluation of the brand gives us a case study to follow when looking at NFL players and their
impact on brands they endorse.
Consumer Self Identity & Celebrity Endorser Qualities
Companies believe that the key to winning over consumers is to market what is appealing to
them. One of the most effective ways companies do this is by aligning their message with that of a
celebrity. Consumers often develop their own self-concept & identity by using brands (Belk, 1988;
Wernerfelt, 1990; Aaker, 1992; Chernev, Hamilton, & Gal, 2011). Celebrity endorsements are vital to
helping to create symbolism between the brand and consumers. In their study, Escalas and Bettman
wanted to find symmetry between brands and customers in their study. The study supported the belief that
brand endorsement by celebrities that customers aspired to be more like helped to improve the
consumer’s self-brand connection. Conversely, brands that were endorsed by celebrities that the consumer
did not aspire to be like detracted from a consumer’s connection to the brand (Escalas & Bettman, no
date). The belief prior to the study was that consumers constructed their own self-identity through brands
in which they were loyal to. Their research into this belief consisted of two studies: 1) assessing the
strength of brand loyalty and celebrities that consumers aspired to be like, and 2) assessing how much a
consumer’s need for self-esteem enhancement and desire to be more like a celebrity are connected. While
these studies did find correlations between aspirational celebrities and consumers, there were some
elements of the study that can be further explored. First, the impact of commercials within various age
groups should be evaluated. A commercial could feature a brand promoted by a celebrity who has
aspirational qualities for one age group and non-aspirational qualities for another age group. Secondly, the
study did not critically look at the impact a celebrity’s negative press has on the aspirational effect they
have on consumers. Finally, the research also gave no insight into how much a celebrity’s race impacts a
consumer’s affinity towards the celebrity and the brand they are endorsing. Sufficiently measuring this
allows study into correlations between race, celebrity affinity, and consumer behavior.
7. 6
The degree to which celebrities are considered trustworthy and likable in marketing campaigns is
another area that is worthy of study. Credibility and attractiveness (likeability, familiarity) of the athlete
spokesperson are the two most important concepts in establishing whether or not the athlete is effective as
a spokesperson (McGinnis & Ward, 1980). The Source Credibility Model was first developed through
research in psychology but is now being used in marketing and communications to discuss celebrity
endorsement. This model analyzes the success and credibility of the message based upon the source
delivering the message (McCracken, 2005). McCracken’s belief is that celebrities are constant, typically
from typecasting that takes place in the entertainment industry, and thus are effective spokespeople for
companies. Consistency is passed along to consumers through endorsements and thus makes the celebrity
appear credible, and the endorsed product has legitimacy (Simmers, Damron-Martinez, & Haytko, 2009).
An additional model, the Source Attractiveness Model is also used but evaluates celebrity endorsement
through a different parameter. The Source Attractiveness Model first theorized by McGuire in 1985 states
that sources that are more familiar and likeable in the eyes of the consumer will have a better and more
favorable response.
Effectiveness as Spokespeople
While credibility is vital to both the brand and the celebrity endorser, it is also important to note
that celebrities themselves are a brand. Athletes particularly are at a disadvantage depending on how their
respective leagues/teams market them to the public. For example, a hard hitting safety in the NFL may
not be the best spokesperson for a national flower company like FTD. Conversely, the player may want to
add humor to his personal brand & FTD may see consider the humor in using that player in an
endorsement to reach a new demographic. The example here underscores the fact that using an athlete to
accomplish a company’s marketing goals has been the source of debate for quite some time now
(Abromson, 2005; MarketingCharts staff, 2009; Solomon, 2011; Fusfeld, 2011). Some in the industry feel
that having athletes as spokespeople could be more of an impediment rather than an advantage. Arthur
Solomon, who has spent over 25 years in marketing, feels there is greater benefit in not having athletes as
8. 7
spokespeople. “Too often the athlete becomes the story, and the message that the client wants and expects
to be delivered is given short shrift (Solomon, 2011).” Further, Miciak and Shanklin reported that only
one in five commercials that involved celebrity endorsers lived up to the expectations of the sponsor
(Miciak & Shanklin, 1994). Likewise, athletes have similar numbers relative to endorsement effectiveness
with 21% of Harris Interactive polled respondents saying that they found athletes to be most persuasive
when endorsing a product (MarketingCharts staff, 2009).
Perception and racial stereotypes in sports
Historical stereotypes about African Americans led us to believe that they are athletically superior
compared with other races. Prior research has determined that stereotypes are simply a cognitive
substitution system of our brains when sufficient information about the subject was absent. “Humans
have neither the cognitive capacity, time, nor the desire to process all the information available to us
(Harrison Jr., 2001).” The dependency on information about the subject or group influences our behavior
and feelings regarding the individual(s). Harrison comments that as we gather more information about
the subject, we are less reliant on stereotypes to define them. Further, stereotypes also contribute in
diminishing the public’s perception/confidence in an individual as well. Hughes and Baldwin determined
that stereotypes were “necessary parts of human life.” “The role of stereotypes is to “help us attain
rewards (utilitarian function), defend our self-esteem (ego-defensive function), express important parts of
how we think and see ourselves (value-expressive function), and organize the world around us (Hughes &
Baldwin, 2002).” While the research indicates the necessity for stereotypes, their prevalence, as well as
conveyance in the media, can lead to discrimination and unrealistic expectations on a group of
individuals. Research shows that African Americans as a group are represented on television in roles
such as “criminal, matriarch, or welfare mother” and news reports about minority crime can lead to a
negative perception of minorities being threatening. While African Americans have had increased
exposure in the media through the years, the imagery has not always been consistent with progress.
9. 8
Stereotypes on athletes have been positive and negative for both African American and Caucasian
athletes. The perception has been that white athletes have low natural athletic ability but counter with
high work ethic and intelligence. For the African American athlete, the exact opposite rings true. The
belief here is that African Americans have natural athletic talent but possess low intelligence and do not
need to work very hard in order to be good in sports (Buffington & Fraley, 2008; Inzlicht & Schmader,
2012). These revelations on stereotypes contribute to the belief that whites are inferior to African
Americans in the athletic arena but superior as it relates to hard work and intelligence. In a study
conducted by researchers from the University of Arizona & Princeton University, the concept of athletic
inferiority among whites and blacks was put to the test. The researchers used 80 participants (40 African
American, 40 White) to measure performance in the sport of golf. Randomly, the tested subjects were
assigned test frame conditions to study the effect that natural athletic ability, sports intelligence, and race
all had on performance. The participants were instructed to complete a test consisting of 10 different
phases in as few golf strokes as possible. As the test progressed, the researcher changed the putting
surface according to a pre-tested pattern of increasing difficulty (Stone, Sjomeling, Lynch, & Darley,
1999). At the conclusion, the participants completed a survey in which they were asked to rate their
performance in comparison to the other participants as well as how biased they thought the test was in
regards to their natural & strategic ability. Prior stereotypes about race did factor into the performance of
the participants as well as the results of the study. “As predicted, when performance on the golf task was
framed as diagnostic of sports intelligence, Black participants performed significantly worse compared
with when the athletic task was framed as diagnostic of natural athletic ability (a positive stereotype about
Black athletes) or when the test was framed as a measure of a nonstereotyped dimension (Stone,
Sjomeling, Lynch, & Darley, 1999).” The study also showed that sport was one of many areas in which
African Americans were deemed as inferior to their White counterparts. While the study was void of
many important variables, it was important in noting how much pre-derived racial beliefs impact
behavior. In addition “white and black athletes perform more poorly in certain sports because,
psychologically, the burden of stereotype threat interferes with their ability to perform up to their physical
10. 9
and socialized potential (Inzlicht & Schmader, 2012).” If the results of the golf study are carried over to
the concept of marketing African American football players to consumers, then I believe that their
endorsement is not having the desired effect. The presence of stereotypes has made sports an “acceptable”
arena for African Americans to thrive, however, that has come at a price.
Advertising “Blackness”
Sports itself contains a crossroads where historical stereotypes and cultural acceptance intersect.
On-field positions themselves reveal the contrasts of black athletes, masculinity, and socially imposed
stereotypes. As of this writing, there are only six African American starting quarterbacks in the NFL
while other skill positions like wide receiver, running back and cornerback are disproportionally
populated with African Americans. “The racial segregation by position in the NFL reflects the “black
brawn versus white brains distinction…quarterback remains one of the most protected and segregated
positions in football (Jackson II & Hopson, 2011).” The standing belief of placing identity or images on a
culture or group is referred to as scripting (Jackson II & Hopson). Scripting, as identified by the authors,
has become accepted as a normal belief system although it could be considered negative in meaning. As it
relates to the media, scripting shapes our attitude towards member(s) of a particular culture or group.
Scripting consists of two essential parts, the gaze and social prescriptions. Through a combination of
acknowledging visible differences as well as stereotypical views towards the black frame, anxiety towards
African Americans is created. Using the career of a prominent African American NFL player as a case
study gives a better understanding of the complexities that scripting has on our views of other races as
well as the difficulties African American athletes themselves have had in defining their own self-identity.
The career of Donovan McNabb is a case study that shows the dichotomy between cultural
acceptance and historical scripting. McNabb grew up in the inner city of Chicago, IL, but later attended
Syracuse University becoming a four year starter at quarterback. When he was drafted by the Philadelphia
Eagles, he helped lead the team to four straight NFC Championship games and a Super Bowl appearance
11. 10
in 2003 against the New England Patriots. His persona, however, is in direct contrast to the era in which
he was born. “Although he (McNabb) is of the hip-hop age where the bad Negro persona is embraced by
so many of his peers, he represents an “everyman” identity---middle-class values and characteristics that
many individuals regardless of their cultural background can identify with (Jackson II & Hopson, 2011).”
McNabb was bred in a lifestyle that stood in opposition to the one that has now been popularized by hip-
hop culture. He did not personify the “fight the establishment” philosophy that came to define the
emergence of hip-hop. McNabb’s upbringing to that point could be considered assimilation by some into
white culture. After the loss in Super Bowl XXXIX to the New England Patriots, McNabb and then
teammate Terrell Owens had a public dispute regarding the future of Owens’ contract with the Eagles.
McNabb did not speak in favor of Owens, but rather sided with the management in terms of the decision
making process. “When two black men are at odds and one is characterized as fighting against
management and the other is perceived as being aligned with the management – that depiction recalls the
powerful inscription of the good Negro/the bad Negro (Jackson II & Hopson, 2011).” The principle of the
good Negro/bad Negro has been theorized and discussed by African American leaders dating back to
W.E.B. DuBois and Malcolm X. The issue discusses the double consciousness that blacks have had
dating back to first being brought to American from the African continent; the duality of maintaining a
sense of the African soul versus assimilation into the greater American society. This dilemma
characterizes how African Americans have been forced into historically narrow narratives regarding
identity. When the African American athlete is branded and marketed by advertisers, the constructs of
cultural acceptance & historical scripting have a great deal to do with how the athlete is promoted.
Advertisers, while not always as prevalent, use racial stereotypes in defining “blackness” as well.
Research done by Crockett (2008) suggests that blackness in advertising is used in multifaceted ways in
order to assure the correct message is portrayed to viewers. The results in this study were consistent with
earlier findings relating to stereotypical behaviors involving race. The study appeared to be objective in
the way it collected, analyzed and accessed the ways in which “blackness” is exhibited. Crockett recorded
12. 11
1700 commercials over a three week period from both broadcast and cable television including morning,
afternoon, evening, prime-time and late-night programming. After taking out advertisements that included
spots for local television & public service (among others), Crockett was able to produce a representative
sample of 839 advertisements of which to form his sample. It must be noted that only roughly a quarter of
those 839 contained some symbolic, visual, or rhetorical representation of “blackness (Crockett, 2008).”
Television advertising is the most consistent form of how we shape and analyze the race itself. “ Media
images provide a diffuse confirmation of one’s world view, promote acceptance of current social
arrangements, and reassure people that things are the way they ought to be…Television commercials, in
particular, make race and gender stereotypes readily available (Coltrane & Messineo, 2000).” According
to a 2011 survey, the average United States household has 2.5 TV sets and with nearly 38% of American
households having at least one TV set (MarketingCharts staff, 2011), television’s impact of on our
everyday lives is undeniable.
Methodology
In the present study, an examination of the response(s) of consumers to advertising promoted by
African American NFL players was assessed. By examining these effects, the purpose was to (1)
determine how race is marketed within the construct of the advertisement, (2) evaluate how each
advertisement positively or negatively impacted consumer opinions of the brand, and (3) analyze if the
spokesperson factored into the consumer’s decision to ultimately purchase the product. It was
hypothesized that advertisements that feature an African American NFL player left a consumer with a
negative opinion of the brand overall as opposed to a similar advertisement by a Caucasian NFL player.
Research Design
The study combines both quantitative and qualitative analysis. To collect data, I used an
electronic questionnaire as the module. Aside from the practicality of the instrument, the questionnaire
was able to assess large amounts of information within a short period. Additionally, the questionnaire
13. 12
aided me in quantifying the data in order to compare and contrast the results, which allowed me to
effectively analyze the data. With the help of an expert panel, I designed the questionnaire in analyzing
consumer responses to four different advertisements. Because I believed consumers had familiarity with
finances and the food & beverage industry, the advertisements shown to respondents included two from
Visa Card and two from Campbell’s Chunky Soup. The advertisements featured both an African
American NFL player as well as a Caucasian NFL player as the spokesperson. Keeping this as the
independent variable eliminated brand/celebrity congruency that could have led to different results. At the
beginning of the survey, I combined aided and unaided brand awareness questions to determine how
strong of a relationship the respondents had with the brands that were being examined. I believed that
these brands were well established within the greater culture, thus the unaided brand awareness questions
showed an emotional attachment to the brand as well as gave a “measure of global preference (Kapferer,
1992)” by consumers. Conversely, the aided brand awareness questions asked the respondents to give
their opinion of a brand when prompted in relation to similar brands within the same category. At the end
of the questionnaire, respondents were asked demographic questions including race, gender, educational
status and household income.
Multiple sessions were conducted using a random sampling of participants. The study measured
the feelings and opinions of consumers; thus I determined that there would be no advantages in
disqualifying any segment or population. The sessions were held at various locations (three in Drexel
University undergraduate classrooms, one at local shopping mall) as well as postings of the survey link on
numerous social media streams including Twitter and Linkedin in order to create a broad base of
respondents. Bearing in mind the purpose of the study, I believed that this was the most effective way in
gauging and assessing experiences/opinions from a diverse audience. The respondent goal was set at 100
in order to reduce saturated results and create a representative sample size. These sessions, which
stretched across a wide subject base, allowed me to analyze and compare results across different
participating groups. Other design techniques such as a longitudinal or time design investigating
14. 13
consumer attitudes to the advertisements over an extended period were not suitable for the small interval
of time the study was allotted. Similar surveys and other case studies surrounding brand equity and
consumer opinion on branding was readily available through multiple sources and used in formulating
results for this study. Looking at this in conjunction with the quantitative analysis from the results of the
questionnaire gave a more in-depth perspective on brand equity.
Participants in the present study consisted of a total of 101 completed surveys (118 surveys were
started resulting in a 14% dropout rate). Of the 101 completed surveys, 76 were male (76%), and 25 were
female (25%). 52 of the participants (51%) were between the ages of 18 and 25, 30 (30%) were between
the ages of 26 and 34, 11 (11%) between the ages of 35 and 44, 7 (7%) between 45 and 54 and 1 (1%)
being over the age of 65. An identical number of African Americans and Caucasians (45) made up the
ethnic majorities of the survey with only 11 persons (11%) being from other ethnic origins. Exactly 40
persons (39%) constituted undergraduate students at Drexel University. Approximately two thirds of
respondents (66%) stated that they watched professional football during the season between zero and
seven hours a week.
As stated, I conducted multiple sessions of the survey to create a broad respondent base. For the
sessions I conducted with the Drexel University undergraduates, I broke up the questionnaire by first
showing the advertisements one at a time and then having the participants answer the subsequent survey
questions afterwards. Conversely, as I went to a local shopping mall as well as posted the questionnaire to
my social media streams, I embedded each respective advertisement into the questionnaire so that it
(advertisement) preceded and corresponded with the questions that went with that particular
advertisement. All participants were told that their inclusion in the survey was completely voluntary, and
their responses were confidential.
Through this method, as well as use of prior qualitative secondary research in regards to brand
equity and advertising, the necessary information was gathered to fulfill the purpose of this study: (1) to
15. 14
determine how race is marketed within the construct of the advertisement, (2) evaluate how each
advertisement positively or negatively impacted consumer opinions of the brand, and (3) analyze if the
spokesperson factored into the consumer’s decision to ultimately purchase the product or recommend the
product to others.
Results
The research questions focused on a multitude of questions relating to brand perception, racial
stereotyping and celebrity affinity in order to determine if African American NFL players had an
influence on purchase intent and representation of the brand.
Visa Card
In an unaided brand awareness question, 48.3% of respondents identified Visa as the first credit
card company they thought about in regards to the credit card industry. However, the Visa brand was
deemed most favorable in comparison to its competitors in this study. Visa also scored extremely high on
usage, with 95% of the respondents stating that they had used a Visa Card at some point. In terms of
brand awareness before the variables of the study were implemented, I assessed Visa Card to be favorable
and likeable.
Overall with the Visa Card advertisements, I found that likeability of the celebrity spokesperson
coincided closely with whether or not the respondent thought the spokesperson was effective in his role of
marketing the product. In the two commercials that respondents viewed, as celebrity likeability increased
the effectiveness of the spokesperson increased as well. The Visa commercials shown to respondents
featured the professional athlete as the lone spokesperson of the product. As demonstrated in Figures 1
and 2, while the change was slight, the participants overall tended to have higher favorability ratings
towards the commercial that featured the Caucasian athlete (Visa Card advertisement 2) compared to the
one that featured the African American athlete (Visa Card advertisement 1). Segmenting the responses by
race yielded some interesting variance as well. Caucasian respondents tended to have higher total scores
16. 15
on average compared to African American respondents after viewing Visa Card advertisement 2 featuring
the Caucasian athlete. African American respondents reported a higher score based on the issue of
likeability of the African American spokesperson. For both advertisements, they (African American
respondents) had lower scores than both the average and Caucasians when assessing effectiveness of the
spokesperson and likelihood of recommending the product to a friend.
Figure 1
17. 16
Figure 2
Campbell’s Chunky Soup
Similarly as Visa Card, Campbell’s Chunky Soup scored highly in terms of product awareness
and usability among respondents. While Campbell’s Soup itself was a near unanimous response to the
unaided brand awareness question, the Campbell’s Chunky Soup brand specifically was the second most
popular canned soup brand surveyed in terms of favorability and 77% of the respondents stated they had
eaten Campbell’s Chunky Soup. Here again, Campbell’s Chunky Soup can be considered favorable, and
respondents were conscious of the brand.
In contrast to the Visa advertisements, the participants overall had higher scores with respect to
the advertisement that featured the African American spokesperson (Campbell’s Chunky Soup
advertisement 1). However, respondents did report they would still be more likely to recommend the
product to a friend after watching the advertisement that featured the Caucasian spokesperson. Measuring
18. 17
the scores by race showed that African American and Caucasian participants considered the other
ethnicity more likeable than their own. I found this the most telling aspect considering the nature of both
the advertisements themselves were identical. Both commercials featured the athlete as well as their
mother as the spokespeople. They were gentle, lighthearted, and humorous in how the product was
marketed to the consumer. Despite these differences, overall participants still were more likely to
recommend the product in response to the advertisement that featured the Caucasian athlete.
Figure 3
19. 18
Figure 4
Other Aspects
Supplementary questions in the study discussed issues that established the impact of traits such as
celebrity affinity and stereotypes. Of the questions I presented to the participants, “celebrities they aspired
to be more like” scored highest in determining purchase intent as shown in Figure 5. This characteristic
held true when the question was broken down by race, gender, and educational level as well. Participants
also acknowledged the prevalence of stereotypes sometimes being true, but did not feel that advertising
played a role in their perception of other races. When I factored in age of participants, some of the beliefs
began to change somewhat. As the participant’s age level increased, they also tended to be influenced by
celebrities that looked like them (participant) in addition to celebrities that they aspired to be like.
20. 19
Figure 5
Limitations
While this study provided important information surrounding African American NFL players as
spokespeople and ambassadors for brands, a few limitations must be discussed. First, the questionnaire
was administered two separate ways using both a mass format as well as multiple group sessions. A more
uniform pattern of data collection could have produced different results. Secondly, I did not ask
participants specific questions as to why they answered questions the way that they did. Follow up
interviews/questionnaires would have been beneficial in determining those answers. Third, the length of
the survey produced a higher dropout rate than what was expected. 62% of the respondents completed the
survey within a timeframe of 7-14 minutes. In order to attain the appropriate responses and answers to the
research questions, however, it may not have been feasible to have a shorter survey. Fourth, one of the
advertisements that I used featured an NFL player that played the majority of his career in the city of
which I conducted the survey. Of all the commercials shown to participants, his had the highest
favorability rankings among all categories of respondents. I believe had the survey been taken in a
different region or territory, the results would have been different. Finally, I attempted to use non-
21. 20
marquee faces of the NFL that I believed the general public may not have a great awareness of unless
they were avid football watchers. If I used a player in an advertisement that was deemed to have a higher
public familiarity ranking, such as Peyton Manning or Tom Brady, purchase intent and likability scores
would be vastly different.
Summary
As shown, brand equity is a difficult measure to ascertain. Prior research gave this study the
necessary elements to explore whether or not African American NFL athletes are detrimental to a brand
when they are a representative of it. With consideration to the aspects surrounding this particular topic,
consumers reported higher connections to endorsers whom they liked. Furthermore, it was impossible for
me to determine whether or not participants aspired to be more like the specific athletes that were used
simply because those questions were not asked specifically about the advertisements. Aspirational
questions were used simply as supplemental material in order to determine general beliefs regarding
celebrity endorsement. Overall, I found that the most important elements in analyzing brand equity were
brand awareness, celebrity likeability, and consumer aspirational wishes. When these traits are all taken
into account, the race of the endorser does not play much or a role in purchase intent. The brands studied
were strong enough in terms of brand awareness and usage that the endorser would have played a
minimal role in diminishing their credibility.
It should be noted, however, that race did play a factor in whether or not the consumer eventually
decided to recommend the product to a friend. Respondents tended to favor the advertisement that
featured the Caucasian athlete even though they may have found the African American athlete a more
effective and likeable endorser. This characteristic along with respondents noting (slightly more than the
average) that “stereotypes are often true” should not be discounted. It may be necessary for future
research to determine if stereotypes play a role in secondary purchase intent. This would have helped me
in determining whether or not race played a role in purchase decisions specifically for the participants I
22. 21
examined. Moreover, future researchers may be benefited by establishing a proper scale to measure
athlete awareness specifically. Without asking directly if the consumers were aware of whom the athletes
in the study were, it was hard to quantify whether or not they had an emotional attachment to them or
identified with them. The likeability factor was an idea crafted largely by how the athlete is portrayed in
the advertisement. While humorous, the Visa Card commercials presented a dichotomy to consumers; an
aggressive African American athlete versus the light-hearted playful Caucasian athlete. I believe this has
a great deal to do with likeability. Both the Campbell’s Chunky Soup advertisements featured the athletes
listening to their mothers and playing more of a subservient role within the advertisement. As stated, the
scores tended to be higher and likeability was stronger overall. This study gives further evidence as to
what determines brand equity in the eyes of the consumer, but does acknowledge the race and stereotypes
are still relevant factors that warrant additional research.
23. 22
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26. 25
Appendix A: Survey Questionnaire
Marketing Research Questionnaire
My name is Brandon Cates and I am a second year sport management graduate student at Drexel
University. The purpose of this study is to access the similarities and differences in product advertising
for African American NFL (National Football League) players and Caucasian NFL players.
Please answer the following questions based on evaluation of the advertisements. Explaining your
answers will enhance my understanding of the data. Please circle best response.
1. What single company comes to mind when you think of the credit card industry?
2. How familiar are you with that specific company?
a. I’ve heard of them, but never used their products
b. I use their products occasionally
c. I use their products on a regular basis
3. On a scale of 1 to 10, 10 being most positive, 1 being most negative, please rate your general
perception of the following companies:
a. Visa
b. MasterCard
c. Discover
d. American Express
4. Have you ever used a Visa Card before?
a. Yes
b. No
27. 26
Visa Card ad 1: Patrick Willis/strength training
Please answer the following questions as they relate to Visa Card advertisement 1 (football player at
house) that you just watched with 1 being most negative and 5 being most positive.
5. Overall, how would you rate the effectiveness of the spokesperson in Visa Card advertisement 1?
1 2 3 4 5
Not Effective Very Effective
6. The spokesperson in Visa Card advertisement 1 was likable.
1 2 3 4 5
Not Likable Very Likable
7. How likely are you to recommend a Visa Card to a friend after watching advertisement 1?
1 2 3 4 5
Not Likely Very Likely
28. 27
Visa Card ad 2: Drew Brees/fantasy football
Please answer the following questions as they relate to Visa Card advertisement 2 (football player at
house) that you just watched with 1 being most negative and 5 being most positive.
8. Overall, how would you rate the effectiveness of the spokesperson in Visa Card advertisement 2?
1 2 3 4 5
Not Effective Very Effective
9. The spokesperson in Visa Card advertisement 2 was likable.
1 2 3 4 5
Not Likable Very Likable
10. How likely are you to recommend a Visa Card to a friend after watching advertisement 2?
1 2 3 4 5
Not Likely Very Likely
11. What single company comes to mind when you think of the canned soup industry?
12. How familiar are you with that specific company?
a. I’ve heard of them, but never used their products
b. I use their products occasionally
c. I use their products on a regular basis
13. On a scale of 1 to 10, 10 being most positive, 1 being most negative, please rate your general
perception of the following companies:
a. Progresso
b. Campbell’s
c. Healthy Choice
d. Campbell’s Chunky Soup
e. Swanson’s
14. Have you ever eaten Campbell’s Chunky Soup before?
a. Yes
b. No
29. 28
Campbell’s Chunky Soup ad 1: Donovan McNabb/mom on sideline
Please answer the following questions as they relate to Campbell’s Chunky Soup advertisement 1
(mom on sideline) that you just watched with 1 being most negative and 5 being most positive.
15. Overall, how would you rate the effectiveness of the spokesperson in Campbell’s Chunky Soup
advertisement 1?
1 2 3 4 5
Not Effective Very Effective
16. The spokesperson in Campbell’s Chunky Soup advertisement 1 was likable.
1 2 3 4 5
Not Likable Very Likable
17. How likely are you to recommend Campbell’s Chunky Soup to a friend after watching
advertisement 1?
1 2 3 4 5
Not Likely Very Likely
30. 29
Campbell’s Chunky Soup ad 2: Clay Matthews/mom cave
Please answer the following questions as they relate to Campbell’s Chunky Soup advertisement 2
(mom on sideline) that you just watched with 1 being most negative and 5 being most positive
18. Overall, how would you rate the effectiveness of the spokesperson in Campbell’s Chunky Soup
advertisement 2?
1 2 3 4 5
Not Effective Very Effective
19. The spokesperson in Campbell’s Chunky Soup advertisement 2 was likable.
1 2 3 4 5
Not Likable Very Likable
20. How likely are you to recommend Campbell’s Chunky Soup to a friend after watching
advertisement 2?
1 2 3 4 5
Not Likely Very Likely
21. Please answer the following questions openly and truthfully (1-strongly disagree, 2- somewhat
disagree, 3- neutral, 4- somewhat agree, 5- strongly agree)
a. Some stereotypes are often true.
b. I am more likely to purchase a product from someone who looks like me.
c. I am more likely to purchase a product from someone I aspire to be like.
d. Advertising plays a large role in my perception of other races.
e. The presence of celebrities in advertising effects my decision to purchase a product.
f. I would buy a product if my favorite celebrity were endorsing it.
22. How often do you watch professional football during the season?
a. 0-3 hours per week
b. 4-7 hours per week
31. 30
c. 8-11 hours per week
d. More than 12 hours per week
e. I do not watch professional football
23. What is your sex?
a. Male
b. Female
24. What is your age?
a. 18-25
b. 26-34
c. 35-44
d. 45-54
e. 55-64
f. 65+
25. What is your ethnicity?
a. African American
b. American Indian
c. Asian American
d. Latino/Chicano/Spanish origin
e. White American
f. Non-U.S. citizen/Permanent Resident
g. More than one race
26. What is your highest level of education completed?
a. Less than high school
b. High school/GED
c. Some college
d. 2 year college degree (Associates)
e. 4 year college degree (BA/BS)
f. Master’s Degree
g. Doctoral Degree
h. Professional Degree (JD/MD)
27. What was your family’s combined household income last year?
a. Less than $34,999
b. $35,000 - $49,999
c. $50,000 - $74,999
d. $75,000 - $99,999
e. $100,000 - $149,000
f. $150,000 - $199,000
g. Greater than $200,000
32. 31
Appendix B: Mean Score and Standard Deviation to Visa Advertisement 1
Composite Score Visa Card 1 (all participants)
Composite Score Visa Card 1 (Caucasian participants only)
Composite Score Visa Card 1 (African American participants only)
33. 32
Appendix C: Mean Score and Standard Deviation to Visa Card Advertisement 2
Composite Score Visa Card Advertisement 2 (all participants)
Composite Score Visa Card Advertisement 2 (Caucasian participants only)
Composite Score Visa Card Advertisement 2 (African American participants only)
34. 33
Appendix D: Mean Score and Standard Deviation to Campbell’s Chunky Soup Advertisement 1
Composite Score Campbell’s Chunky Soup Advertisement 1 (all participants)
Composite Score Campbell’s Chunky Soup Advertisement 1 (Caucasian participants only)
Composite Score Campbell’s Chunky Soup Advertisement 1 (African American participants only)
36. 35
Appendix F: Mean Scores and Standard Deviation to Supplemental Questions
Composite Score (all respondents)
37. Proposal For Diversity in Sports
Marketing Symposium
Brandon L. Cates
Graduate Student, Sport Management
Drexel University
38. Mission Statement
“The Diversity in Sports Marketing Symposium’s mission
is to connect industry professionals in the fields of
academia, athletics, marketing, advertising, and mass media
to engage in discussion & offer suggestions on issues
involving the construct of race in sports marketing.”
Brandon Cates
Founder & Organizer
Diversity In Sports Marketing Symposium
39. Location, Date, Pricing
• September 17, 2014
• Near beginning of the 2014-
15 NFL season
• University Club
• $50/hour (approx. $400)
• 100 person occupancy
• Goal of 75 attendees
• Free for Drexel students
• $10/students with college ID
• $20 for all others
42. Symposium Invite List
Invite Sent
Follow Up
Sent
Guest Occupation Contact Information
5/7/14 Donald Crawford
Principal Consultant (Sports, Sponsorship, Partnership
Marketing) at Fidelum Partners donald@crawfordsports.com
5/7/14 J. Michael Wilson
Director of Sales & Marketing at Heritage Sports Radio
Network (302) 492-1132; mwilson@hsrn.com
5/7/14 Daniella Jones
COO of Imaging Solutions Inc. (sports and entertainment
management firm) (914) 355-6246; coo@imagingsuccessgroup.com
5/7/14 James Buford President/CEO omeon1 Sports Group
5/7/14 Kenneth Shropshire Author, attorney, consultant, eduator (215) 898-3017; shrop@wharton.upenn.edu
5/7/14 Dr. Eric Zillmer Athletic Director/Drexel University 215-895-1977; sports@drexel.edu
5/8/14 Jon Entine Author, journalist jon@jonentine.com
5/8/14 Jeff Long President/Pattison Sports Group (484)-356-1029; jeffpattisonsportsgroup.com
5/13/14 Brian Papson VP Marketing/Philadelphia Eagles bpapson@eagles.nfl.com
5/13/14 Mike Missanelli Sports Talk Radio Host/97.5 The Fanatic 610-677-8500; mikemiss@975thefanatic.com
5/13/14 Dr. C Keith Harrison
Associate Prof Sport Business Management Program/Univ. of
Central Florida scholarballer51@yahoo.com; kharrison@bus.ucf.edu
Bomani Jones ESPN contributor
5/14/14 Kevin Blackistone Sports journalist/professor/ESPN contributor 301-405-2418; kblackistone@jmail.umd.edu
5/14/14 BJ Zellars President/Activation Sports Marketing bjzellars@activationsports.com
5/14/14 Mimi Dixon
Sr Integrated Marketing Manager at Campbell Soup
Company mimi_dixon@campbellsoup.com
Diversity in Sports Marketing Syposium Guest List*
*Invitees as of 5/15/2014
43. Event Team for the Day
• 1 lead instructor (myself)
• 3-4 Sport Management Department Faculty Members
• 2 for morning sessions/2 in afternoon
• 10-12 student volunteers
• Registration, set up, tear down
• 4-6 moderators
• 2 of these to be alternates
• 1-2 videographers
• 1 photographer
44. September 17, 2014
Site Estimated Actual Estimated Cost Breakdown
Room and hall fees $500.00 $500.00
Site staff N/A N/A
Equipment N/A N/A
Tables and chairs N/A N/A
Total $500.00 $500.00
Decorations Estimated Actual
Flowers N/A N/A
Candles N/A N/A
Lighting N/A N/A
Balloons $20.00 $20.00
Paper supplies N/A N/A
Total $20.00 $20.00
Publicity Estimated Actual
Banners/Signage $100.00 $100.00
Photocopying/Printing N/A N/A
Postage N/A N/A
Total $100.00 $100.00
Media Estimated Actual Estimated vs. Actual
Telephone N/A N/A
Transportation N/A N/A
Photographer/Videographer N/A N/A
Total $0.00 $0.00
Refreshments Estimated Actual
Food & Beverages $1,200.00 $1,200.00
Staff and gratuities $500.00 $500.00
Total $1,700.00 $1,700.00
Program Estimated Actual
Performers N/A N/A
Speakers (Honorarium) $500.00 $500.00
Travel N/A N/A
Hotel N/A N/A
Other N/A N/A
Total $500.00 $500.00
Miscellaneous Estimated Actual
Raffle Items N/A N/A
Gifts (Speakers) $100.00 $100.00
Total $100.00 $100.00
Total Expenses Estimated Actual
$2,920.00 $2,920.00
Event Budget: EXPENSES (Projected 100 participants/10-12 speakers)
Diversity in Sports Marketing
Symposiusm Budget
$0.00
$200.00
$400.00
$600.00
$800.00
$1,000.00
$1,200.00
$1,400.00
$1,600.00
$1,800.00
Estimated Actual
17%
1%
4%
0%
58%
17%
3%
Site Decorations
Publicity Media
Refreshments Program
Miscellaneous