On February 23rd, the Greater New York MRA Chapter in conjunction with AAPOR New York, held a joint chapter event at the SUNY College of Optometry in New York City. Attendees representing both associations were treated to an unprecedented panel discussion amongst the heads of Marketing Research from Major League Baseball, The National Football League, The National Hockey League and The National Basketball League. The panelists included Dan Derian, VP Research (MLB), Jason Kaufman, Director Market Research (NBA), Alicia Rankin Director of Fan Insights (NFL) and Mark Erlichson, MR Director (NHL). The panel was expertly moderated by Jon Last, President of Sports and Leisure Research Group. Prior to the panel discussion “Kick Off”, meeting attendees mixed and mingled with the panelists and their peers alike. Marketing Research firms as well as large sports media outlets such as ESPN, NBC Sports and WFAN were well represented. Needless to say, the sports enthusiasts amongst us were treated to a night we won’t soon forget. During the discussion, Jon Last asked the panelists to discuss, among other things, league publicity issues, recent economic trials and fan relations. We have all read and heard about the million of dollars these leagues and their athletes take in so it was interesting to hear that these four entities suffer from the same kinds of budgetary pressures and resource limitations that most other types of companies encounter. The Q & A that followed the panel discussion elicited more information regarding the types of studies and methodologies the leagues are now involved in. It seems that the leagues are starting to rely heavily on Social Networking in conjunction with other more mainstream methodologies. The MRA would like to thank Jon Last, the panelists and all that attended for participating in this unique perspective on the research workings of the four major sports.