Examining the Value of Sport Clubs: A cross-sectional Intrinsic Valuation of NCAA Football Bowl Subdivision (FBS) Football Programs

( Ryan M. Brewer ),( Paul M. Pedersen ),( Choong Hoon Lim ),( Thomas A. Clerkin ) 한국스포츠정책과학원(구 한국스포츠개발원) 2011 International Journal of Applied Sports Sciences Vol.23 No.2

Sport management is a field that includes numerous aspects of sport, ranging from the administration of physical activity to the marketing of events. A particularly vital aspect of sport management is the area of finance. Valuation - a unique area of sport finance - has emerged as a practice based on financial theories and methods suitable to determine monetary value (Pratt, 2008). Within the overarching framework of entity valuation, specific sport team valuation methods have been developed and used in academic and professional settings (Reilly & Schweis, 2004). This study was designed to provide a sport franchise valuation solution that is congruent with theories of valuation within the context of sport properties (e.g., Mele, 2008). Using theory and methods consistent with fundamental financial analysis, rigorous value conclusions were assessed and are presented for NCAA Football Bowl Subdivision (FBS) programs, revealing that, as of 2008, seven college football programs were worth in excess of $250 million. Of interest to the college athletic segment of the sport industry in the United States, these value conclusions are statistically different from and considerably higher than the values reported by Forbes.

Examining Determinants of Sport Event Attendance: A Multilevel Analysis of a Major League Baseball Season

Namhun Lim,Paul M. Pedersen 글로벌지식마케팅경영학회 2022 Journal of Global Sport Management Vol.7 No.1

Attendance data in sports leagues are organized at more than one level and thus are nested data with factors varying by individual games (e.g. single game attendance figure), which are nested within the factors varying by teams (e.g. local population and income level, stadium). Such a nested data structure requires a multilevel modeling approach for an accurate examination of attendance. Also, although the previous application of multilevelmodeling to sport attendance research has been limited to the data aggregated and averaged by seasons or by teams, no multilevel modeling of attendance data at the individual game level is available. The uniqueness of the current study is its extension of the multilevel modeling approach by analyzing the audience data at the individual game level. Thus, this study examined the relationship between attendance determinants and single game attendance in a Major League Baseball (MLB) season by using multilevel modeling with 14 game level variables and 12 team level variables. Twelve predictors (e.g. home/visiting team playoff appearances, day of game, season progress, ticket price, stadium capacity, game uncertainty) significantly (p < .05) influenced attendance.

An Examination of the Public’s Twitter Usage of Youth Olympic Games and Olympic Games from 2010 to 2016

Juha Yoon,Paul M. Pedersen 글로벌지식마케팅경영학회 2022 Journal of Global Sport Management Vol.7 No.1

The purpose of this study is to assess the status of Twitter usage on attracting the public’s attention with regard to the Youth Olympic Games (YOG) as compared to the Olympic Games (OG). Associated tweets were collected and analyzed to determine whether retweets, likes, and hashtags of tweets differed by event (YOG or OG), by event year (2010, 2012, 2014, and 2016), or by timeframe (before, during, and after the major sporting events). Using the Python programming language, this study extracted data (i.e., tweets, retweets, likes, and hashtags) during the three timeframes across the eight mega-sporting events. Findings from this study have implications for the analytical development of social media usage by sport organizations and provide a better understanding of social media platforms in the context of mega- sporting events.

영상 품질이 스폰서십 효과에 미치는 영향

이상학 ( Lee Sanghak ),( Pedersen Paul M. ) 한국스포츠산업경영학회 2018 한국스포츠산업경영학회지 Vol.23 No.2

스포츠팬들은 텔레비전과 같은 전통매체와 스마트폰과 같은 뉴미디어 등 다양한 경로를 통해 스포츠 스폰서십 활동에 노출된다. 전 세계적으로 스마트폰의 사용이 일상화되며 스포츠 소비자들도 스마트폰을 통한 스포츠 콘텐츠 소비가 급증하고 있다. 유튜브 같은 스마트폰 앱이나 DMB 서비스를 통해 다양한 스포츠 중계나 동영상을 시청하는 일이 많지만 스포츠 콘텐츠의 영상 품질(해상도)은 방송국이나 업로더, 또 스마트폰 설정에 따라 차이가 난다. 즉, UHD와 같은 고품질 영상도 있지만 DMB(240p)와 같은 저해상도 영상도 있다. 이런 영상품질의 차이는 시청 경험에 차이를 가져온다. 본 연구는 바로 이런 영상품질의 차이가 스폰서십 효과에 어떤 영향을 미치는지 분석하고자 한다. 즉, 스포츠 경기 중계 영상 시청 중 노출되는 스폰서브랜드의 인지도, 태도, 구매의도가 영상 품질에 어떤 영향을 받는지 연구한다. 본 연구의 연구결과 영상 품질은 브랜드 인지도와 브랜드 태도에 긍정적인 영향을 미치는 것을 발견하였다. 즉, 스포츠 팀, 조직, 방송사, 업로더 등이 높은 영상 품질을 제공할 경우 스폰서십 효과를 보다 크게 할 수 있다는 것이다. 본 논문은 자세한 연구 결과를 제시하고 경영적 시사점도 제안한다. Sport fans are exposed to sponsorship in a variety of ways, including through their viewing of content provided by traditional and new media platforms. With the phenomenal growth and nearly ubiquitous usage of handheld mobile devices in many societies around the world, sport enthusiasts are increasingly consuming content (e.g., sporting events, press conferences) using their smartphones. While there has been an increase in cord-cutting and the streaming of sport through handheld devices, the quality of the video content streamed varies (e.g., high definition, low quality) in terms of resolution. The different levels of video quality create unique viewing experiences and as such the current study examined if the streaming quality differences of sport content on a smartphone produce different sponsorship effects. The results of the experimental investigation revealed that video quality positively influences brand recall and attitude toward the brand. Additional findings and business implications are detailed.

Investigating the moderating role of sport service type and personality on audiences’ emotional responses to hedonic vs. cognitive advertisements

임충훈,Woo-Young Lee,Paul M. Pedersen 한국마케팅과학회 2013 마케팅과학연구 Vol.23 No.1

Although advertising theorists have suggested that for maximum effectiveness the type of message appeal needs to match the type of service offered (i.e., a rational advertisement message appeal is more effective for a utilitarian service; an emotional advertisement message approach is suitable for a hedonic service), empirical inquiry in the area of advertising for services has produced contradictory evidence. After considering the limitations of previous research, this study utilized a series of mixed experimental designs to examine the moderating role of the type of sport service and personality trait (i.e.,sensation seeking) on the relationship between the type of advertisement message and the consumers’ emotional responses. The mixed measures ANCOVA results revealed that sensation seeking fails to show a moderating effect between the type of message appeal and participants’ emotional responses. However, sport service type moderates the effect of the advertising messag on the participants’ emotional responses, indicating that the proper usage of advertising message strategies might improve the effectiveness of advertising for the service segment of the sport industry.

Commercialization and Automobile Racing in the United States: A Case Study of the Rise of the National Association for Stock Car Auto Racing (NASCAR)

Sang Hak Lee,Paul M. Pedersen 체육과학연구원 2009 International Journal of Applied Sports Sciences Vol.21 No.2

NASCAR-the National Association for Stock Car Auto Racing-is the second most popular and commercially successful sport in the United States. When NASCAR was founded in 1948 in Florida, few people would have guessed it would be such a popular sport in just over a half-century. The purpose of this study was to analyze the history of NASCAR and determine the major factors for the sport`s success. The findings revealed that NASCAR became a popular sport because of its fundamental characteristics (i.e., fan friendliness, low-cost, fairness) and became a commercial success because of seven evolutionary efforts. The commercial success occurred through (1) building super speedways, (2) televising races, (3) attracting major sponsorship, (4) securing non-automotive stakeholders, (5) expanding races geographically and ethnically, (6) pursuing globalization, and (7) fostering a young generation of fans. In-depth explanations are provided for each evolutionary step. Insights and implications to develop Korean motor sport are also discussed.

Establishing a web-based measurement of aggression (WTCRTT): Examining the validity of a modified Taylor’s competitive reaction time test

강준호,임충훈,서영익,Alex C. Gang,Paul M. Pedersen 국민체육진흥공단 한국스포츠정책과학원 2020 International Journal of Applied Sports Sciences Vol.32 No.1

The current study attempted to develop a web-based state aggression measurement program (WTCRTT) and examine its applicability in terms of validity and reliability by conducting laboratory experiments. A repeated experimental design was employed, where subjects were exposed to both violent and non-violent media content. A physiological measure was also included to test the internal validity of media stimulation. The results showed the WTCRTT is a valid measure of behavioral aggression as the hypotheses on construct validity and internal validity were supported. For instance, the WTRCTT after exposure to violent media was positively correlated to anger, physical aggression, and total trait aggression scores. The WCRTT that was developed and tested in this study can be used not only by the scholars interested in aggression research with no cost and but also by the parents who want to monitor their children’s state (i.e., behavioral) aggression.

Live Events and the Sport Customer: A Sport Spectator Quality-Value-Behavior Model

Charles W. Jones,Kevin K. Byon,Antonio S. Williams,Paul M. Pedersen 글로벌지식마케팅경영학회 2023 Journal of Global Sport Management Vol.8 No.1

The purpose of this study was to propose and empirically test a sport spectator behavioral model. The model presented here is a micro-level perspective of value creation in the context of live sporting events. This study used directional hypotheses to com- pare the influence of different value dimensions on specific cus- tomer behaviors in the setting of North American professional sport. Structural equation modeling was performed to examine path coefficients for the hypothesized relationships in the model. Organization-related value propositions were found to be stron- ger predictors of perceived economic, hedonic, and social value. One exception to this was customer density, which negatively impacted certain value perceptions. The hedonic value was found to have the strongest influence on customer in-role and extra-role behavior. The behavioral model tested here can be used in future studies to examine how sport organizations and their customers can create value in the live event setting and how the roles per- formed by each stakeholder influence future behavior. Findings suggest there are several actions marketers and managers can take to increase customer perceived value and prompt spectators to attend future events or act as advocates for the organization.