Faculty/Staff Detail

Tracy Trachsler and Mark Dodds, Sport Management Department, had their article, “Sport Commercialism and its Impact on Sponsorship Strategy,” published in a recent issue of Sport Management International Journal-Choregia. This paper examined how sport commercialism may create a negative influence for a consumer, which may lead to a negative purchase intent. This study compares this issue across demographics such as gender, age, type of sport and fan-avidity.