Document Type

Conference Proceeding

Conference Track

Sport Marketing

Publication Date



This study uses secondary data from the past ten seasons to explore key issues germane to Major League Baseball. Focusing on attendance, payroll, performance, and the cost of attending, several key relationships were identified. Huge disparities in spending are documented. Perhaps most importantly, there is a meaningful relationship between performance and attendance. Equally important is the relationship between performance and the team’s payroll. Other relationships were documented and suggestions are articulated. These suggestions include future research and managerial issues such as the implementation of a hard salary cap.

About the Authors

Sam Fullerton is a Professor of Marketing at Eastern Michigan University. His doctorate was awarded by Michigan State University. His research on sports marketing, sponsorship, business ethics, consumer ethics, and marketing education has appeared in numerous journals and has been presented at conferences across the world. The second edition of his text, Sports Marketing, was recently released by McGraw-Hill/Irwin. He has been active with AMTP since its initial conference in Hilton Head in 1992.

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

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Marketing Commons