A longitudinal analysis of the halo effect of team success on season ticket holder attitudes

Although it seems counter-intuitive, past studies have found that the attitudes to the on-field performance of a team have only a small direct impact on the overall satisfaction of members (season ticket holders). By managing other aspects of the package well (e.g., ticketing, customer service, communications), membership can satisfy even when the on-field results do not. In this research, we examine whether on-field performance, measured both objectively and subjectively, has an indirect "halo" effect on attitudes towards those other aspects of the membership offering. An examination of data collected through 63 member satisfaction surveys of 14 different AFL clubs in the period 2003 - 2007 suggests that, predictably, a change to the win-loss ratio has a strong impact on attitudes to on-field performance and overall satisfaction. However, changes in on-field performance are also significantly correlated with changes in attitudes to areas like the extent to which one feels personally involved with the club and the administration of the club. The data allows the determination of the extent ofthis halo effect where a change in on-field performance (win percentage) has a predictable impact on attitudes to other aspects of the clubs activities, allowing club management to benchmark their performance in these areas even when on-field results fluctuate year to year.

The Impact of on-field success in attracting sport sponsorship

The focus of this research is to identify the perceptions that professional sports club managers have about the impact that on-field success has on the attractiveness of a sport organisation to a prospective sponsor. From a series of semi-structured in-depth interviews conducted with the sponsorship/marketing managers from seven Melbourne based Australian Football League (AFL) clubs, an analysis of the importance of on-field success as a precursor for sponsorship was determined. The interview schedule consisted of four phases and concluded with a scale to rate the relative importance of on-field performance. The results indicated that AFL Club Managers believe that the onfield performance of the team does have an impact, but it is largely associated with the media coverage that this on-field success provides. They also identified that in the sport of AFL on-field success is largely controlled by the AFL governing organisation.

Evaluating sport club board performance : a customer perspective

When assessing board performance, customers are often overlooked as a stakeholder group. Yet, dissatisfied customers have successfully acted to have boards removed, and we have seen this scenario occur repeatedly among professional sport organizations governed by boards. The purpose of this research was to identify the factors affecting customer perceptions of sport club board performance, and guide organizations in the management of those perceptions. After extensive qualitative research, over 20,000 season ticket holders (STHs) from 14 different professional sport clubs were surveyed. The results suggest that a combination of overt performance measures (e.g., profits) and subjective, nonfinancial measures (e.g., feelings of inclusion) are used by customers to assess sport boards. Overall perceptions of the board directly influence customer satisfaction, and are strongly correlated with on-field performance and customer inclusion, suggesting boards are perceived to have a role to play in both areas. Perceptions of board performance are, therefore, worth managing in a holistic manner, balancing strong financial and club management with a particular emphasis on inclusive practices.

Leveraging fan's global football allegiances to build domestic league support

Purpose – It is not uncommon for sports fans to follow multiple sports teams across different sports and even several teams across different leagues of the same sport. Whereas this might be considered a competitive situation, the purpose of this paper is to examine how interest in overseas football (soccer) leagues played a symbiotic role in the successful development of an Australian national soccer league.

Design/methodology/approach – Results of survey data are presented from two clubs in Australia’s newly formed A-League. Three surveys were conducted over a two year period with over 3,700 season ticket holders. Specific attention is paid to fans’ previous interest and exposure to football, which is then related to attitudes and behaviour associated with the new clubs.

Findings – Interest in overseas clubs and leagues is found to be a major antecedent of interest in the Australian league. Those who follow teams in overseas leagues are more likely to be heavy consumers of the new local league than those who follow local leagues or had no prior experience. They also exhibit stronger attitudinal and behavioural loyalty, such as higher attendance and renewal rates of season tickets.

Practical implications – Recognising fan interest in multiple teams/leagues as positive involves a shift in management thinking away from a competitive to a collaborative stance. In this case, rapid adoption of new teams is encouraged by capitalising on strong interest in overseas leagues. This requires careful structuring and branding of the competition that mimicks familiar foreign leagues, while minimising unfavourable comparisons in areas like quality of play.

Originality/value – This study capitalises on the rare opportunity to examine foundation teams in a new national league. The findings highlight the importance and value of taking a ‘‘global’’ perspective to the marketing of sports, and of carefully leveraging the interest in other elite competitions to build interest in new leagues.

Fractal analysis of bone texture : a screening tool for stress fracture risk?

Background The aim of this study was to identify specific bone characteristics of stress fracture (SF) cases in sportswomen. To date, no tool is able to distinguish individuals who are at risk, limiting preventive measures.

Material and methods We investigated the skeletal system of sportswomen who did sustain SF in the past (n = 19) and compared it with that of female controls (C) with a similar sporting history but without any fracture history (n = 20).

Bone mass and body composition were measured using dual-energy X-ray absorptiometry. Bone micro-architecture was investigated by calcaneal ultrasound and fractal analysis of calcaneus radiographic images. Oestradiol levels were measured by E.I.A, and IGF-1 by R.I.A. Menstrual characteristics, nutrient intake, and training were assessed using questionnaires.

Results The result of the fractal analysis, expressed by the Hmean parameter, was significantly lower in the SF group, reflecting a more complex structure of the trabecular micro-architectural organization (P < 0·005). Body mass index (BMI) at birth was also found to be lower in the SF cases as compared with their C (P < 0·03).

Multivariate analysis revealed that the fractal parameter Hmean, bone mineral content (BMC) at Ward's triangle and the BMI at birth correctly assigned 84·85% of the female athletes into their respective SF or C groups (P = 0·001).

Conclusion These results suggest that the fractal parameter and the BMI at birth may be able to identify female athletes most at risk for this overuse bone injury, as their low indexes might reflect a greater skeletal sensitivity.

Injury and burnout in Australian athletes

The relationship between injury and burnout in a sample of 264 local to international Australian athletes (124 men and 140 women) was studied. Injury can be a stressful experience for athletes; coupled with the demands of rehabilitation, it could increase feelings of burnout. Experiencing more than one injury could have a cumulative effect on feelings of burnout. Alternatively, for some athletes the break from training or competing caused by an injury could alleviate burnout symptoms. Participants completed a demographic questionnaire and a modified version of the Maslach Burnout Inventory. Independent sample t tests indicated that currently injured athletes (n = 150) had significantly lower mean Burnout scores than currently uninjured athletes (n = 113). Small, but statistically significant, positive correlations were found between number of injuries and Burnout scores. Possible explanations are that injury provides a temporary break from intense sporting involvement and, thus, lower scores on Burnout, but multiple injuries might have a cumulative effect on burnout.

Evaluating New Zealand sports stars as celebrity endorsers : intriguing results

Celebrity athlete endorsement of products and services has become prominent in the promotional mixes of New Zealand companies and organisations. For years advertisers and researchers have pondered how successful celebrity athlete endorsement really works. Most suggest some form of transfer of positive images takes place between celebrity and the product or service they are endorsing and source-credibility models have become the preferred research design. The overall objective of this research was to assist sport marketing managers and their advertising agencies in matching celebrities with products and services. An ancillary objective was to compare results obtained from multiple-item and single-item scales. An exploratory study with tertiary students was conducted, using both Ohanian’s (1990) 15 item source-credibility scale and two single-item measures to examine potential “endorsement fit” for four New Zealand sporting heroes. They were Bernice Mene (recently retired national netball team captain), Dean Barker (America’s Cup yachting defender’s helmsman), Mandy Smith (recently retired national women’s hockey team star) and Justin Marshall (All Black rugby’s most capped halfback), all of whom were adjudged by students as physically attractive sports stars. The product reported here against which these athletes were scored was an isotonic sports drink. Results were mixed; the Ohanian source-credibility scale yielded selection of different celebrity athletes to the single-item measures. The research results show that matching celebrities to products for potential endorsement opportunities is a complex issue, leaving scope for judgement and intuition alongside quantification. Still unresolved is the question of multiple-item measures versus single-item measures in advertising and service research.

Sport marketing

OBJECTIVES
By the end of this chapter, readers will be able to:
• appreciate that sport marketing follows basic marketing principles but with a change of emphasis to suit particular sporting contexts;
• recount how marketing's role can be applied to sport and sport organisations with special emphasis on marketing's '4 Ps';
• evaluate the application of marketing strategies and tactics to chosen sport codes;
• identify different groups of sport fans;
• understand the role marketing planning and marketing management play in staging a sport event.

Internal and external imagery perspective measurement and use in imagining open and closed sport skills: an exploratory study

This study explored the measurement and use of internal and external imagery perspectives during imagery of open and closed sports skills. Participants  (N=41; male=23; female = 18), ages 14 to 28 (M=19.4 yr.; sD=3.1), who were recruited from undergraduate classes in human movement and physical education, and local sporting teams, completed the Imagery Use Questionnaire and then imagined performing eight common sports skills, four open skills and four closed skills, in a random order. Participants provided concurrent verbalisation during their imagery. Immediately after imagining each skill, participants completed a rating scale and retrospective verbalisation of imagery perspective use. Analysis indicated that the questionnaire gave a general imagery perspective preference but was not a strong predictor of imagery used on specific occasions. The three measures of imagery perspective were equivalent in imagining performing particular skills. Participants experienced more internal imagery than external imagery while imagining the eight sports skills, but there was no significant difference between perspective use on the open and closed skills.

Outlaw governance : boxing and western law

Outlaw Governance examines two-hundred years of Western legal development associated with the highly contentious sport of boxing. Drawing on an extensive sample of reported legal cases from the United Kingdom, the United States, Australia, New Zealand and Canada, this volume demonstrates how the sport continues to evolve and generate enormous popularity despite considerable legal, medical and political resistance. This investigation shows how laws relating to crime, negligence, contract, public licensing and media regulation have been applied to the sport and its practitioners in each jurisdiction, often with a consistently restrictive and paternalistic focus. By using popular sporting narratives to give life to each legal dispute, this text provides a critical insight into the operation and limits of Western legal method which is accessible to any reader.

'Fencing them in' : the A-league, policing and the dilemma of public order

The establishment of an elite national Australian soccer league has been accompanied by an unprecedented growth in popularity for the world game in several Australian cities. Such growth presents numerous challenges for public order maintenance, particularly in light of the widespread concern over the relationship between soccer, disasters in major closed venues and violence. After outlining the emerging issues, and the extant Australian research into the phenomena of policing and sports crowd disorder, this study offers a knowledge based approach to foster informed, reflective and collaborative policing in elite and sub-elite soccer venues. Rather than advocating a fundamental shift in the current public order policing paradigm, we suggest drawing on elements of best practice that are currently adopted in other Australian sporting and public order settings and appropriate overseas experience to facilitate a better understanding of the dynamics of Australian soccer fandom. The result should be the promotion of safer yet exciting events at which interactive crowd management based on harm minimization principles are key features.

Sources of stress in South African soccer coaches

It has been noted that coaches face a number of challenges, frustrations, conflicts and tensions, most of which translate into perceived stress. With the re-entry of South Africa into the international sporting arena, little is known about South African coaches and what specific stresses they experience. Thus, the present study used a mixed-method approach in exploring the perceptions of stress among South African soccer coaches. More specifically, 12 South African coaches were interviewed (using semi-structured interview guides) on their perceptions of sources of stress. Furthermore, 112 soccer coaches (at the provincial level and higher) were approached to complete a 32-item questionnaire on the sources of stress related to their job as coaches. Content analysis was used to evaluate the qualitative data while the descriptive data analysis was completed using the Statistical Package for Social Sciences (SPSS – version 16). The reliability was tested for the sources of stress (a= .817) for the 32 items. The sources of stress experienced by the coaches were evaluated. The results revealed the three main themes related to sources of stress were Resource Issues, External Pressure and Internal Capacity. Complementing these results, the top three sources of stress found through the descriptive statistics were lack of resources, fixture backlog and games where the outcome is critical, while the lowest three sources of stress were political interference, physical assaults from players and substituting a player. Specific academic and practical implications of the study the results were discussed.

The before and after effect of the Olympic games on the host city's property market : the Sydney experience

This research evaluated the impact of the Olympic Games on the host city's residential property market, both before and after the Games. Using a time  series approach between 1990 and 2003, this paper examines various indicators to measure the effect of the 2000 Olympics on the Sydney property market. The research shows that although the Olympics were held for only ten days, its influence on the surrounding market in a direct and indirect manner was substantial. It appears that the lasting effect of the Games on the property market remained strongest in the general vicinity of the Olympic Village, and then gradually weakened over time in areas located further away from this precinct. It emphasised the role of urban planning both before and after the event, and how to use a major sporting event to gentrify a suburb.

The Melbourne 2006 Commonwealth Games : what does it mean for the local property market?

In 2006 Melbourne will host the 18th Commonwealth Games with Brisbane being the last Australian city to host this event over two decades ago in 1982. Melbourne has not held a major global sporting event since the 1956 Olympic Games, although the 2006 Commonwealth Games follows on from the successful 2000 Sydney Olympics. These sporting events have continued to grow from strength to strength, and have been assisted by Australia's close affiliation with sport and the widespread global media coverage. In a similar manner to other sporting events that Melbourne hosts, including the Australian Tennis Open, Formula One Grand Prix, Motorcycle Grand Prix, Melbourne Cup and Australian Football League, the city and its inhabitants are consumed by these events. The 2006 Commonwealth Games is certain to follow this trend.
The task of hosting the Commonwealth Games is enormous, although actively pursued in a fierce bidding process by competing cities. The benefits are undisputed and include an influx of visitors to the host city, an opportunity to enhance or rebuild infrastructure such as transport, plus the worldwide focus on the host city before and during the event. A high level of planning is undertaken for years well in advance of the event, and this may have an effect on the surrounding property market. Through the media both buyers and sellers are constantly reminded of the upcoming Games, the venues and the increased demand that will occur. Accordingly, this research investigates the task of hosting a major global sporting event such as the Commonwealth Games, and importantly how affects infrastructure in a host city. Attention is placed on the 2006 Commonwealth Games and the Melbourne property market. Whilst every host city differs in characteristics such as size, location and timing of the event, the findings of this study will assist a future host city to plan for the highly irregular circumstances that accompany a high profile one-off major sporting event.