SBJ Midterm

How much will the US navy invest with their advertising budget and to where ?

- $33 m, 97% of advertising budget into esports and youtube - esports and YouTube have strong viewership in the 17-28 age demographic

How much of Gen Z is a racial or ethnic minority? Gen Alpha?

- 48% - more minority than white (first in history)

The Kraft Analytics Group (KAGR) has developed an advanced ticketing database that offers the NFL and its teams real-time insights into ticket transactions and usage. According to KAGR CEO Jessica Gelman, NFL teams can access the following visualization tools (select all that apply):

- A comparison tool showing one club's data against other teams (anonymously) - A seating map - A customer insights tool - A tool that tracks the intersection of the primary and secondary ticket markets - A season-ticket-holder tracker

The following are some differences in how younger generations consume that need to be considered by sport organizations:

- Cause-driven: ccording to a Nielsen report, 70 percent of Millennials are more likely to buy from a company that was perceived to handle a social issue well - Experiential: Younger fans would rather have a selfie that they can post on social media than an autograph. Also, 49 percent of Millennials are influenced by social media to spend more on experiences - Online: A Pew report from 2018 reported that 95 percent of teens have a smartphone and that 45 percent of them claimed to be online almost constantly.

In an SBJ article on MiLB attendance (Broughton & McCormick, 2019, 9 September), MiLB president and CEO Pat O'Conner specifically stated that the following played a big role in increasing MiLB fan attendance (please select all that apply):

- Copa de la Diversion initiatives - Pride Nights - Facility improvements

What are some challenges for sport leagues as they build strategies to engage the fan of the future?

- Costs of attending games - Time commitment to attend sporting event - Decline in live TV viewing sporting events - Rise of esports and other nontraditional sports - Declining youth sports participation rates

According to the SBJ article, "Paciolan's approach to mobile ticketing attracts colleges" (Smith, 2019, 30 September), there were three reasons why school officials said that they were willing to try contactless ticketing, which were (please select all correct responses):

- Efficiency at the gate - Protection against fraud - Enhanced ability to identify the people in the seats and market them

What are the key benefits of digital ticketing?

- Improve efficiency at gate (i.e. access) - Increased protection against fraud - Reduce costs/transfer logistics associated with paper tickets

According to the SBJ article, "NFL thinking locally" (Kaplan & Lombardo, 2018, 24 December), the head of the club business development unit, Bobby Gallo, says that the change in his unit to the account director model is because of (select all correct responses he cites in article):

- Pressures on local business from secondary tickets - Difficulty getting fans to games

What are some major differences that sport managers will need to consider among rising generations from previous ones?

- Sport Affinity - Sport Interests - Cultural Diversity - Mobility - Motivations

Why should we expect all leagues and teams to move towards an open platform?

- The leagues and teams have full control of the tickets - Free access, which eliminates incremental fees; improving distribution while reducing ticket costs for the consumer - All resold tickets are verified in an open system

According to the SBJ article written by Oakland A's executive Chris Giles, a survey of A's fans provided the team with the following findings (select all that apply):

- Younger fans are more attracted to, and enjoy more social settings at the ballpark, such as field-view bars - An MLB full-season ticket plan includes more games than most fans are able to attend - Many younger fans do not prefer the traditional consistent location, seat-centric experience when attending games - Traditional season ticket plans are not flexible enough to best serve fan preferences

What are some general trends in the marketplace?

- consolidation of ticket brokers among professional sport teams/leagues - mobile and paperless ticketing - "open" ticketing platforms among leagues - collection of actionable data

What are some possible reasons for broker consolidation?

- control - Fan experience - Profitability

By how much did the Kansas City Royals reduce its broker relationships in 2014?

100 to 10

According to "StubHub, Major League Baseball close to another renewal of secondary ticketing partnership" (Fisher, 2017, 30 October), StubHub's partnership with MLB began in ______.

2007

According to an SBJ article on MiLB attendance (Broughton & McCormick, 2019, 9 September), the highest total attendance in MiLB history was 43.2 million fans. This attendance record occurred in what year?

2008

According to the SBJ article, "NFL may shift Super Bowl tickets from teams to its hospitality firm" (Kaplan, 2016, 23 May), what percentage of Super Bowl tickets are retained by the league?

25%

How many millennials speak a foreign language at home?

25% (compared to 11% of baby boomers)

According to the SBJ article, "NFL may shift Super Bowl tickets from teams to its hospitality firm" (Kaplan, 2016, 23 May), the league was intending to request a change in Super Bowl ticket allocations from owners during its spring meetings. The change would—If the Super Bowl were played in a 70,000 person stadium—move ________ tickets from each of the participating teams' allocations to On Location, the league's hospitality firm.

3,000

How many general admission seats are reserved for supports group members at ATL UTD games?

3,400

While every Major League Soccer (MLS) club has at least one supports group, Atlanta United has ______.

4

Clear's services at sport venues does not cost anything for fans, and the process only takes about ___ minutes to register.

5

According to "AR problem may be solved in "dream it, do it' decade (Prisbell, 13 January)," a long-term vision is that once ___ —with its promised high bandwidth and low latency—is fully implemented, and the creation of non-cumbersome eye-wear is made available, an incredibly immersive fan experience will be possible for fans.

5g

According to SSRS/Luker on Trends polling data, among 12- to 34-year-olds, the percentage of avid fans of the NFL, NBA, MLB, NHL, college football, college basketball, and pro soccer all dropped in the past 20 years. For some sports, the drop was as much as ____ percent!

7

In 2016, On Location Experiences acquired ____________________ to both strengthen its travel services and expand into the college space.

Anthony Travel

According to "NFL mobile ticketing a work in progress" (Dhingra & Fischer, 2019, 14 October), "paper and card stock tickets that remain in use, typically for longtime season-ticket holders, have digital ___________.

Barcodes

According to an article in SBJ (Sunnucks, 2018, 8 October), for $179 dollars per year, people can sign up for ________________ biometric technology at airports. This technology allows airport patrons to use their fingerprints as boarding passes, and to gain access to airport clubs. The company is also expanding use of its technology at sport venues for gate entrance and concessions purchases.

Clear

According to "'This is what America is': A multiethnic future for sports" (McCormick, 2020, January 13), Major League Soccer prides itself on its cultural awareness, implementing a full schedule of "heritage months"

False

T or F: According to "Arrival of Tickemaster's Verified Fan to sports" (2018, 15 January), the system has been a resounding success; keeping ticket prices affordable, and increasing the speed at which fans can purchase their tickets.

False

According to "AXS blends primary and secondary ticketing (2018, 15 January)," the arrival of AXS's _____________ product will allow for ticket purchases in a single purchase flow.

FanSight

According to "How data delivers on game-day experience" (Sunnucks, 2019, 28 January), "Food, beverage, and merchandise sales are on the front lines of the real-time analytics wave. The goals are to be able to swiftly move staff and inventory to busy stands; react faster to customer complaints or broken equipment; reduce wait times; and craft ______(50 %)______(50 %)

Flash Sales

Based on the SBJ article, "Fueling interest on their terms" (King, 2020, January 13), if you are a casual fan who is new to the game of soccer and big into the food, drink, and social life of Atlanta, then this supporters group is likely the best fit for you.

Footie Mob

According to week 2 module readings, __________ sports fans are more likely than other race/ethnic groups (54% to 48%) to support brands that sponsor the leagues or events they follow by purchasing, recommending or trying a product for the first time.

Hispanic

According to week 2 module readings, which race/ethnic group is most likely to accurately recall the key sponsors of a high-profile sporting event?

Hispanics

n the SBJ article, "Fueling interest on their terms" (King, 2020, January 13), Chad Menefee, the executive vice president of strategic intelligence at SSRS/Luker on Trends, claims that people tend to start off the most interested they'll ever be in sports

In late elementary school or middle school

What does it mean for data to be actionable?

It means that the information can be viewed in a way that intelligent, data-based decisions can be made.

What company did Learfield acquire to use its technology to identify potential ticket buyers through their online ticket habits, their location, or their past purchases? The California-based digital marketing shop works with Facebook and Google, and—while its past clients were more regularly in the theater and performing arts space—there were potential connection points with Learfield's website provider (Sidearm) and ticket software (Paciolan).

Mogo Interactive

According to the SBJ article, "NFL thinking locally" (Kaplan & Lombardo, 2018, 24 December), the NFL is adjusting the structure of its club business development unit to an account director model that mimics this other league's approach:

NBA

In 2015, MLB piloted a subscription-based ticketing program to help a handful of clubs fill their ballparks. The program debuted with the following four teams (please select all that apply):

Oakland Athletics Chicago White Sox Atlanta Braves Texas Rangers

What university's athletic program offers a ticket subscription service called "Squad?" The service costs $19.99/month or $239/year, providing access to tickets to any of the school's athletic events. The service also allows for upgrades that provide fans with unique experiences, such as watching from the field as the team runs out.

Oregon State

According to the SBJ article, "Ticketing: Laws of Attraction," subscription-based plans are being adopted by some teams outside of MLB. Based on the article, which of the following teams have utilized subscription-based ticketing packages recently (select all that apply)?

Real Salt Lake Los Angeles Rams Milwaukee Bucks Sacramento Kings

Who is the primary ticketing partner of the Dallas Cowboys and Manchester United FC?

SeatGeek

According to the SBJ article, "Fueling interest on their terms" (King, 2020, January 13), there is a general decline in sports avidity. However, among the youngest fans which two sports are increasing in popularity?

Soccer Esports

According to "StubHub to join NFL secondary market" (Fisher, 2017, 23 October), the foundation of the open ticketing platform is the responsibility of the following ticketing partner.

Ticketmaster

What are some Ticket validation access venues?

Ticketmaster PRESENCE platform and Verified tickets platforms

According to "Data tells the story" (Spanberg, 2019, 13 May), "Data and analytics executives with a number of teams described a shift toward regular and frequent meetings with department heads to better learn what types of data and analysis can make a difference—and to brainstorm about other ways to look at the number to adapt to business trends" (2/7).

True

Inspiration Sports Business Institute (ISBI), offers online-based micro-learning classes for sport professionals at various sport organizations can take to improve their skills in areas such as ticket sales, sponsorship sales, customer service, and leadership and fan engagement via social media" (Dhingra, 2019, 4 November, 2/3). These classes are certification programs that can range from five to 12 weeks to complete.

True

T or F: The main findings from the assigned research article on Nonlocal fandom (Reifurth et. al, 2019) were that physical distance (i.e., geographic distance) did not have significant effects on team identification as the researchers had initially hypothesized, but that physical distance (i.e., geographic identity) did play a significant role in the study participants' identification with their favorite teams.

True

T or F: According to findings from a study conducted by Popp, Jensen, McEvoy, and Weiner (2019), for each of the first three years after a ticket sales team is implemented, outbound ticketing efforts can result in increases of more than one million dollars in both ticket revenues and donations for NCAA athletic departments.

True

T or F: According to the SBJ article, "Chasing the next generation of fans" (2020, January 13), most Gen Zers would rather take a selfie with a professional athlete and share it on social media than get an autograph.

True

T or F: According to "AXS blends primary and secondary ticketing (2018, 15 January)," Ticketmater TM+, StubHub, and AXS provide blended ticketing markets, allowing for consumers to acquire tickets from the primary and secondary markets in a single purchase flow.

True

T or F: In an SBJ article written by Oakland A's executive, Chris Giles, believes that having flexible ticket memberships provides a meaningful business advantage for clubs because fans are more likely to forge a direct relationship with their teams. His rationale is that a viable membership substitute would not be available in the secondary market, encouraging the direct relationship with teams.

True

T or F: According to the SBJ article "Endeavor nearing deal to acquire On Location Experiences for more than $650M," a higher offer to by On Location Experiences was made by Live Nation, but deep relationships between the NFL (a part owner of On Location Experiences) and Endeavor's executives led to it accepting the lower offer.

True

T or F: According to the SBJ article, "Paciolan's approach to mobile ticketing attracts colleges" (Smith, 2019, 30 September), Paciolan is working with some college programs on a contactless ticketing system using near field communication (NFC) technology. The technology, which works like that used for key fobs, eliminates issues that arise with scanning bar codes from sun light, cracked screens, or the absence of wi-fi.

True

According to "NFL mobile ticketing a work in progress" (Dhingra & Fischer, 2019, 14 October), the full deployment of the Ticketmaster Presence platform in NFL stadiums, as well as the debuet of the Company's SafeTix technology, has "added new, unfamiliar steps to the ticketing process." It requires "creating accounts and ____________________ not previously needed" (1/4).

downloading smart phone apps

The United States Navy will spend $33 million of its advertising dollars online in 2020. The bulk of that advertising spend will be placed into ________, of which the Navy is a prominent sponsor.

esports

What is a ticket broker?

means any person in the business of reselling tickets to events at places of entertainment in this state, and who charges a premium in excess of the face value of the ticket.

Through its Member Inclusive Menu initiative, the San Francisco 49ers are including free food and beverages to:

season ticket holders