Service Marketing/ Non-Profit Marketing/ Ethics
A sample of 308 attendees at an APBA sanctioned powerboat race in July of 2015 provided insight regarding a number of key considerations germane to the decision to attend the race. Race organizers were seeking ways to reinvigorate interest in what they see as a floundering – if not sinking – sport. A self-administered survey was distributed at the race with those completing it having a chance to win a souvenir shirt from the races. The results indicate that better marketing is needed. WOM represented the most common means by which attendees learned about the event; much of this was from family members. While the race was important to the fans, they clearly had greater expectations regarding the peripheral product and the associated merchandising. Yet the vast majority of those attending indicated that they had either a good, a very good, or a fantastic time. Race organizers will use this information to attempt to bring in more fans to future races. They also plan on engaging in a follow-up study to see what they have learned.
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Fullerton, Sam, "An Examination of the Marketing of a Floundering Sport: The Case of Powerboat Racing" (2016). Association of Marketing Theory and Practice Proceedings 2016. 20.
About the Authors
Sam Fullerton is a Professor of Marketing at Eastern Michigan University and holds the position of Extraordinary Professor at the Potchefstroom Business School at North-west University in the Republic of South Africa. His PhD in Marketing is from Michigan State University. His research has appeared in numerous journals including Sport Marketing Quarterly, Strategic Management Journal, Journal of Business Ethics, Health Marketing Quarterly, Australasian Marketing Journal, and Journal of Services Marketing. His conference papers have received awards at the Society for Marketing Advances and the Association of Marketing Theory and Practice. He has written several textbooks including, Sports Marketing. He primarily teaches courses in sponsorship and sports marketing.