Description
3 text written pages that does not include the cover page, reference page etc.
Directions are in files below.
Indiana State University
Sport Marketing
SPM 420
Assignment 1 – Case Study
Assigned: January 28th
Due Date: February 9th 11:59pm EST
Total Points: 30
Learning Objectives
o Understand the use of the marketing mix as it relates to target markets.
Assignment Description
It is important for companies to expand into new and developing markets, retain current
customers, and keep the business thriving. One area that needs expansion into new markets is
fantasy sports. The Fantasy Sport Trade Associations (FSTA) is always developing (fantasy
leagues) and improving (daily fantasy sports). Using the Case Study in Module 2, how can a
fantasy-minded organizations better position or reposition fantasy sport to women? Answers
questions 1-6.
Read the case study on page 137-144.
Directions
•
•
For the paper, provide research that is not specifically from the case to help you with this
paper.
Paper – The paper needs to be minimum three (3) pages of actual text (This does not
include the cover page, reference page, tables, graphs, etc.), but no more than four pages.
The case study should answer questions 1-5. Please have a header for each question.
o The paper needs to be in APA format. The paper I posted online is in APA format
(Module 1). The paper will be submitted under the Module 2 > Assignment 1
Fantasy Sports > Assignment 1. The paper should be turned in as a doc or docx.
Failure to do so will result in a zero. Students will need to have at least two other
sources.
Materials and Technology Needed
• Microsoft Word
• Access to the Library Online Database Library Online Access
• Weekly Readings
16
Artracting Female
Participants
ro Fantasy Sport:
Is It Possible?
Brody J. Ruihley,
Miami
Heidi Grappendorf, UniversityUniversity
of Cincinnati
antasy sport
is an
interactive team-management activ-
ity based on statistics accrued by athletes participating in
real-life sport contests. This activity combines knowledge
of
sport, statistical comprehension and expertise, competition,
KEY TERMS
brand image
public perception
positioning
repositioning
sport-focused environment. Fanby Sport participants, often referred to as managers or owners,
reserving, and adding or dropown roster by drafting, trading, starting or
knowledge ofthe sport,
2011). To be competitive,
athletes
and
socialization, all
rOtheir
Pg
Players
he
ts
within
(Ruihley
a
& Hardin,
involved, matchups, and trends are important.
real-action of
based on the
is
and
football
popular fantasy sport is fantasy
Association, 2015b). Other
Trade
Sports
Football League (NFL; Fantasy
(NASCAR/IndyCar), baseball
auto-racing
NBA),
are
ost
nal
popular in the fantasy context
Basketball Association,
(National
(Major
Hockey
League Baseball, MLB), basketball
hockey (National
PGA),
America,
golf (Professi
Soccer).
Golfers Association of
Major League
8ue
*
,
soccer leagues
and
compe-
adjustnments,
and soccer (European
lineup
seasonal
numFantasy
or
format with a set
games can have daily, weekly,
sport
league
specified
titions.
competition within a
owner during a
or
of
payouts. Additionall
with another
owners can be head to head (competing
Created with Scanner Pro
Case
Study Sixteen
fane
of
accrual
rofisserie (an Formats,” 2015)
or
138
atego-
week)
season;coring
because
usuallya
sport
theway
world
of
the
timeframe;
in
entire
industry
lando
an
important
analytical
throughout
ant
has
an
marketing, and
ries
is
Further, with the
media,
Internet.
Fantasy sport
advent the
alicned with sport
analytics, and the creation ofnew fantasy
advanced
Aac
statisticsand
of 56,.8
it
of
hrhe
industry
fascination of
mill.
grown to an
enormous econom footprint,
and
has
tion
an
reports
fantasy sport
estimmas
2015). With
platforms,
Forbes, alone,
industry.
sport
the fantasy
$70
size
of
spending and approximately
fscal
the
participant
2013
rween $15 billion in
on
expenditures (Goff
esarchick,
other
and
revenue
advertising
provide evidence r
accounting
IEantasy Sport Trade
Association,
i
for
tasy sport
hnancial statistics
when
numbers and
box scores from.
Participation
calculating
2014).
conducted by
“niche hobby
the attentior and
a
just
than
a major activity attracting
is more
is
1his
187).
p.
2008,
(Soinda& Haridakis,
participants alike.
organizations and
average fantasy sDortpar
dollars ofsport
Association (2015) indicates the
Trade
avers
The Fantasy Sport
educated. The
college
rage
and
married,
old, white, male, not
ticipant is 37 years
9.5 years, consumes sport media
has been involved in tantasy sport for
participant also
and devotes 8.67 hours
for 17.89 hours per week,
per week to fantasy sport activities,
Other facts:
60% of participants pay a league fee,
61% of participants say they
watch more live sports because
60% of participants say they read
37% of participants
primarily use
of fantasy,
more about sports because of fantasy, and
a
mobile device.
These demographic and
descriptive statistics on fantasy
sport participation assIst
in creating a brand image, which is created when people
form opinions of the activity
based on
information and associations
they have.
spending, consumption,
and other
In addition, demographic, monetaly
ancillary activity information play a large role
torming public perception
about an (1)
activity, (2)
se,
y sport organizations can be considered brand, or (3) product. In thiscsport
female recruitment,
all three. In the case of fantasy>p
participation,
shapes
realities, misconceptions,
nere are many
gaugedwhy
and retention, public
perception
and stereotypes
MOTIVATIONS
different
of the activity.
15
Pala
ount as it
AND CONSUMPTION
reasons for
people
participation
participate
in fantasyspor
order best
in
ns,and further understand to
market theproau recruit and retain
dustry,
Billings
the industry.
and Ruihley
der from
Fantasy Sport.
In their text, The
highest-scored
(2014) outlined
1ne
to lowest-scored
the most researcneu
motive):
Created with Scanner Pro
or
Attracting Female Participants to Fantasy Sport:
Is It Possible?
139
selfesteem is when one feels “better or worse about oneself as it relates to a
fantasy sport outcome” (Ruihley, Billings, & Rae, in press). Sinmply put, this
factor measures
if people take fantasy performance
personally.
Social sport involves the
notion that fantasy sport gives participants a starting
point for conversation. This can include talking about league results, draft
strategy, sports in general, player performance, or anything else that starts
conversation.
Control and ouwnersbip are part of the fantasy sport experience because of the
way teams are built and formed. Fantasy sport grants participants the opportunity to manage their own roster (ie., drafting, adding/dropping players,
starting/benching players, and trading).
Competition
in fantasy sport involves simply wanting to
be betterthan other
owners.
Camaraderie involves the relational aspect that fantasy sport offers participants. Similar to traditional sport consumption, fantasy sport can create
bonds, commonality, and a way for people to relate to each other.
Arousal is the emotional stimulation generated from fantasy sport participation. Fantasy sport creates joy and heartbreak watching and cheering real life
performances impacting one’s fantasy roster.
information gathering. Fantasy sport requires limited to elevated
knowledge of sport information, game conditions, player statistics, matchups,
and other pertinent areas of knowledge that will assist in competition.
Surveillance is
Pass
Time [sic] refers to participating in fantasy sport as a way to purposely
allow the “clock to tick and time to pass, with the goal for nothing major to
occur, seemingly to a relaxing or mind-clearing effect” (Billings & Ruihley,
2014, p.
23).
how participants use the activity to disengage from the daily pressure,
worries, or concerns.
Escape is
previously noted, fantasy sport participants are substantial consumers of sport
media,
consuming nearly 18 hours of sport media per week. This number represents
a near
doubling of media consumption between fantasy sport and nonfantasy sport
participants (Billings
& Ruihley, 2014; Ruihley & Billings, 2013). ESPN-specific reAs
the ESPN media
found that fantasy
sport participants consumed three times
than the
nonfantasy sport counterparts (Enoch, 2010. In addition, Billings and Ruihley (Billings
& Ruihley, 2014; Ruihley & Billings, 2013) have consistently found a
ear 60% increase
media consumption (hours per week) from nonfantasy to
in
earch
sport
increase and
sport participation for both men and women participants. This
total
amount of consumption for fantasy sport participation is a clear motivating factor
major sport organizations to have a fantasy sport presence. Sport organizations like
antasy
Created with Scanner Pro
Case Study
Sixteen
Tour all include cantasy
PGA
the
and
NASCAR,
Fsp Yahoo!,
sport
companies likeESPN,
NHL.
Fox
Sports
.nA
hosti
website. Media
organizational
created and are crearine
have
own
In
Sports all
content (e.g, statistics
Rotowire are
their
CBS
on
and
and
Rotoworld
Sports,
NBC companies like
fantasy gaming.
around
addition,
revolving
140
analysis,
FANTASY SPORT
AND
Fantae.
wOMEN
industry, the
stories)
com Trad Assofantasy sport
This is a
estimate.
estimates of the
ejum
recent
million participant
women’s Dars
In most(2015) reports a 56.8
increase,
million. With this
iation
41
estimate
percent, still makinofantasy
he 2014
sport
market to 9+.0
Por
the
of
continues to
20 percent
from
sport
fantasy
jump
of
popularity
will
a
saw
minated activity. As the
and in whar
of
research on how, why,
from further
Understanding rhe
learn
interesting to
be
participation also increase.
does women’s
consistent
participation has been a
f.
.
antasy
sport
of female
riei.m
growth and
popu
inquiry throughout the
Farquhar
Meeds,
2014;
Ruihley,
2007;
&
activity(Billings &
benu
fantasy
sport
disparity
larity of
een
2013). One explanation for the
Lomax, 2006; Ruihley & Billings,
leagues based on
contexts
omen’s
that fantasy sport
shO
fantasy
capacities,
limited
oftered
in
between.
While
far
athletics are few and
Na.
Women’s National Basketball Association (WNBA).
the
leagues
like
based on
(NWSL), and the Ladies Professional Golf Associa.
tional Women’s Soccer League
offered, but typically by a smaller website or organization-nothing
tion (LPGA) are
fact, the websites for the
the mass media offerings of men’s professional sports. In
participation is the fact
male and female
like
NBA, MLS, and PGA Tour have posted fantasy offerings while the WNBA,
NWSL, and LPGA Tour do not. One example demonstrating the underrepresentation
of women’s fantasy sport is the following question and response on a 2015 Reddit post
men’s
(“WNBA Fantasy,” 2015):
Question: Are there any websites
Response:
that do
WNBA fantasy?
Top of Form
It sure doesn’t look like it.
otficial
I googled for a while and I even tweeted the
WNBA account but
got no response. I wonder if it’s possible to
Duild a fantasy league from the
ground up. I guess that’s how they ard
the
old
days
in
with rotisserie baseball,
just keep track of the statsyou
self using the
paper, but that sounds
like hard work.
he stateofwomen’s fantasy
sport can also be summed
the FNTSYSports
up in Figure 10-; *
of
Network
coverage.
stating
“Sorry, we’ve
cholarly research
has attempted
learn more
about
to
women who
pendorf
do
and Ruihley
(2015)
tasy sport, two primary
for general
products.
relates to
got nothing as it
uncover reasons
for nonpa
participate
asked 195
creenshor
in fantasyleaguc
LPGA
well
s
participating.
adult women
sport
asked
fans
questions
perceptions
regarding the activity.
uestion
of the
Then
activity. Themes
that were
found
HOwtv,
uiu
Created with Scanner Pro
AttractingFemale Participants to Fantasy
Sport: Is It Possible?
FIGHT NETWORK
PURSUIT
ENTSY
SPORTSGRID
141
ROTOEXPERTS
PoRTS NETwoRK
ANKINGs
NFL
MLB
NBA
NHL
PGA
MORE
DAILY
VIDEO
AUDIO
TV WATCHTVLIVE
SEARCH
u
eTDAILY
FANTASY G
2015 TGHT END
GAME TIME DECIE
LPGA
Weve got
nothing.
Note: Image
FNTSY SPORTs
T
LOGIN JOIN
FOLOWUs
GET THE FNTSY
sory.
f
NEWSLeTE
edited for profanity
FIGURE 16-1. Screen Shot
of FNTSY of LPGA Content
it seems like it would be fun; and (3) it is male dominated. The second quesconsumed by men. Three
tion asked why women thought fantasy sport was primarily
reinforces tradihemes emerged: (1) Men have more disposable time; (2) the activity
(i.e., men’s
tional gender roles; and (3) the activity preserves hegemonic masculinity
much of what Davis and Dunpower over women). This research was congruent with
reinforced hegemonic idecan (2006) found
in that fantasy sport league participation
male bonding. “The very nature
ologies via emphases on traditional gender roles and
masculinity
that it is a haven for affirming
ot participation in fantasy
sports suggests
Despite the aforementioned
n the sport domain” (Davis & Duncan, 2006, p. 247).
disposable time,
perceptions that men had more
gatve concerns regarding women’s
masculinperpetuation of hegemonic
the
roles,
gender
cnorcement of traditional
Grappendorf
is noteworthy that in
dominated,
it
male
Grap4nd that fantasy sport is
sounded like a fun activity.
thought
it
be an
niey’s study (2015), women still
perceptions, there still may
pendorf
negative
the
and Ruihley noted that, despite
be a fun activity.
perceive
opening
it
to
did
to attractfemale fans, as women
fantasy sport, Ruihley
in
participating
nother research
focused on women
ime: (2)
study
R:
ing
116 hours.
reported consuming
women
415 hours of sport media per week and showed men had participated longer in
Tom a fantasy
women (3.1
pective, their findings also
leagues than
more
fantasy
competed in
consumption
sport (5.8
cars vs. 3.2 years) and
sport-specific media
Ues and 1,5 vears). When focused on fantasy games or stats, adjusting roster,
women
e.,searching fantasy information, following live
week, while
per
1Or
consumption
tc.), nen “5
entersport
fantasy
averaged
4.7 hours of
motives ofarousal, seven
aVeraged
found
also
the
3.5hours.
Billings (2013)
surveillance. Two of
and
Nuihley
selfesteem, and
time,
pass
escape,
tn
Ct,
Created with Scanner Pro
Sixteen
Case Study
142
significant
differences. The facto.
of
yment andp
16-1 hiohl
highlights the motivation
revealed
men. Table
items
for
averages
measured
dmotives for each gender and similar
mean
higher
top
were
the
resulre
motives
time had authors also researched
order: (a) enjoymen.
male
in
top
women. he
female morise
ings. The
and
men
ne
top
The
arose for both
surveillance.
same, only
(c)
surveillance.
and
(c)
enjoyment
entertainment,
entertainment, (b)
con. (Ruihla
(6)
(a)
men
order:
are
nsuming media
different
information reveals is that
this
What
in a
participated
lono
2013).
and are twice
time, have
longer periods of
shows
for
shows
motives
that the reasons
on
sport
and fantasy
mer
the information
However,
leagues.
I
ad
n
as
many
TABLE 16-1.
Motivational Differences by Gender
Fantasy Sport Participants
Total
Women
Men
(n-348)
(n=182)
(N=530)
Sig.
4.8 (SD=1.5)
4.7 (SD=1.5)
4.7 (SD=1.5)
768
Entertainment
5.8 (SD=1.0)
5.6 (SD=1.1)
5.7 (SD=1.1)
.109
Enjoymenta
5.8 (SD=1.1)
5.3 (SD=1.3)
5.6 (SD=1.2)
000
3.9 (SD=1.5)
4.1 (SD=1.5)
3.9 (SD=1.5)
.167
Pass Timea
5.2 (SD=1.3)
4.9 (SD-1.5)
5.1 (SD=1.4)
007
Self-Esteem
5.0 (SD=1.3)
5.0 (SD=1.3)
5.0 (SD=1.3)
.746
Surveillance
5.6
(SD-1.2)
5.5 (SD=1.2)
.046
Variable
Arousal
Escape
5.4
(SD-1.2)
Statistically significant difference between men and women at Bonferonni’s correction(p
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