Nascar Sends Fans Into Battle to Expand Its Racing Empire

SLRG President Jon Last adds perspective to Stuart Elliott's assessment of the marketing push behind NASCAR's new Chase for the Sprint Cup. Read it here.

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Properties And Brands Need To Know 'The Story'

In this month's Media Post column, SLRG President Jon Last speaks to how sports properties and activating brands need to go beyond a sea of data to make their activation proposition truly come alive.

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Golf Resorts Change Course to Attract Younger Generation

As golfers age and many young adults shun the game, resorts are trying to win them over by adding speakers to golf carts and Wi-Fi access, building high-tech training centers and putting courses. SLRG President, Jon Last is quoted in the article.

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Slow Ticket Sales? Here's The Real Reason Why

In his July, 2014 Media Post: Marketing Sports column, SLRG President Jon Last speaks to what research has shown to be the true reasons behind slow ticket sales or poor fan engagement.

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The Sky is Not Falling

Coverage of SLRG President, Jon Last's keynote presentation at The International Network of Golf conference. You can download the actual presentation here.

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For Father's Day, I Want The Mass Media to Stop Bashing Golf

In his June Media Post column, SLRG President Jon Last puts to rest some of the unwarranted panic that has beset mainstream media reports on the golf industry.

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NHL dream: Big market team vs. Bigger market team

Jon Last speaks to SLRG research citing the momentum building for the NHL and how the marquis match-up between the New York Rangers and Los Angeles Kings, can potentially spur increased ad revenue and fan interest for the league.

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A Brand Roadmap For Optimizing Relationships

In his May 2014 posting, SLRG President Jon Last lays out a critical path of considerations and steps that any marketer must take prior to launching a relationship with a sports property.

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Hope Springs Eternal: Lessons From Opening Day

SLRG President Jon Last's April Media Post Marketing: Sports speaks to how baseball's opening day is a microcosm of sports marketing, in general. The annual rite of passage reminds us of some of the key potential differentiating aspects that live sports provides.

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The Value of Thought Leadership - Part 2

Macali Communications President Kevin Donnellon's March 27, 2014 post on the value of thought leadership is an insightful take on the collective power of collaboration with experts, and includes a reference to SLRG's Jon Last.

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Golf Marketing Seminar At ING Spring Conference

Details on SLRG President Jon Last's upcoming keynote at the 2014 International Network of Golf Conference in June.

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Pay Attention To Me! Why 'Participatory Fandom' Can Be A Game Changer

In his March 2014 column, SLRG President Jon Last speaks to the impact and importance of good customer relationship marketing strategies in sports.

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The Intersection of Sports Business Insights & Strategy

Macali Communications, Feb. 26, 2014 blog post features an interview with SLRG's Jon Last. Jon addresses key insights on sports marketing issues and opportunities in the year ahead, driven by recent SLRG research.

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Breaking Through Amidst The Avalanche

In the February 11, 2014 Media Post: Marketing Sports, SLRG President Jon Last offers some insights from recent research on sports fan media usage that has somewhat counter-intuitive implications for brands activating through sports. You can read the piece, as well as previous columns here.

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Research Industry Predictions for 2014

Developments in media consumption research, mobile data collection and mixed mode projects are among the trends explored in RFL Communications? Research Business Report Predictions issue.

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Bring Back Golf!

SLRG President Jon Last's perspectives on the state of the golf industry and player development efforts are included in this cover story on the evolving role of golf as a key component of corporate meetings.

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Golf Inc.

The Summer 2011 issue features SLRG President Jon Last's commentary on how golf facilities can increase rounds and revenue from women, drawn from Sports and Leisure Research Group work for the NGCOA and Little Family Foundation.

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Sports Illustrated

SI Columnist Gary Van Sickle's 2011 golf season preview roundtable discussion includes comments from Sports and Leisure Research Group President Jon Last on topics including an outlook for the year ahead, the state of private clubs, equipment launches and the opportunities presented by custom fitting and women friendly initiatives.

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Custom fitted clubs increase golf enjoyment

Custom fitted clubs increase golf enjoyment, study find For as long as I've been playing golf - almost 15 years now - I have been told that I should never buy clubs off the rack. I know it flies in the face of what many sporting goods stores and online retailers would prefer you do, but having a proper fitting (even a half-decent one) will drastically increase the chances that a consumer will purchase the right equipment for their game.

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Will This Save the Game of Golf?

Forbes.com coverage of SLRG's custom clubfitting research.

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Golf Searches For Its Feminine Side

John Paul Newport's column features the findings of a new SLRG study identifying the most critical elements for improving women's satisfaction with and participation in golf.

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Jon Last
Founder and President
With over 20 years of management experience, Jon Last is founder and President of Sports and Leisure Research Group A frequent speaker at national industry conferences and a recognized expert in the golf, travel and media research space, he currently serves on the national boards of directors for numerous industry organizations. Last holds an M.B.A. from The Wharton School of the University of Pennsylvania and is a magna cum laude graduate of Tufts University.
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Complete archive of SLRG's "News & Views" newsletter and Jon Last's "Presidential Perspective" columns for the MRA Alert