Sports and Leisure Research

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Complimentary Downloads-2011 Golf 20/20 Forum Presentation on Golf's "Next Generation" now available at Sportsandleisureresearch.com

SLRG president, Jon Last was one of a handful of speakers at the World Golf Foundation's Golf 20/20 Forum May 10 at World Golf Village in Jacksonville, FL. Last joined with First Tee CEO Joe Barrow and SNAG Golf's Terry Anton to address the challenges and opportunities in attracting and retaining generations "X and Y" into the game. Jon's presentation included findings and insights from recent research conducted for the PGA of America and Sports Illustrated Golf Group. You can download a .pdf of the presentation right here, or download it and other SLRG presentations on our website. Also at Golf 20/20, Sports and Leisure Research Group work for the National Golf Course Owners' Association was cited and included in a presentation by Arthur Little on creating a more welcoming golf environment for women. You can download that study ("The Right Invitation") on the SLRG website or at www.golfwithwomen.com.

Tennis Fans, Anyone? SLRG Partners with the USTA

Marketing partners of the US Tennis Association can now get a first hand perspective of the consumer behavior, attitudes and mindset of the nation's tennis fans through a unique new research partnership, recently introduced to the marketing community. SLRG's custom marketing research capabilities will be leveraged to help USTA sponsors engage and build stronger relationships with fans at leading tennis events such as the US Open, US Open Series and other USTA sanctioned tournaments nationwide. Among the research approaches to be offered will be product, advertising and concept testing, ROI assessment and product feasibility/optimization research.

SLRG Sports Marketing Effectiveness Case Study to be featured in New Marketing Research Text Book

George Washington University Professor David Ashley's forthcoming text book, Marketing Research in Practice will include a case study drawn from Sports & Leisure Research Group's extensive work in measuring and assessing the impact of onsite sports marketing effectiveness for leading brands and their agencies. Kendall Hunt Publishing is scheduling a Fall 2011 publication date. We'll plan to post the relevant excerpt to the SLRG website, upon release.

SLRG IN THE NEWS:

Media Post's Marketing Sports:

Each month on Media Post's Marketing: Sports, SLRG's Jon Last offers his take on a number of issues and opportunities impacting sports marketing. The March posting includes a fresh take on changing and more bullish consumer/fan attitudes drawn from SLRG's most recent sports omnibus study. April takes a look at sports ripe for their "close-up" should a work stoppage threaten the start of the NBA or NFL seasons. May's posting addresses the viral marketing and community building opportunities inherent in live sports. You can read each of the pieces here.

Sports By Line Radio:

SLRG President Jon Last shared his thoughts on the state of the US Golf market as a guest of hosts Jay Ritchie and Jerry Butenhoff on March 13. Sports Byline network reaches 2.2 million listeners across 200 radio stations nationwide.

Press Coverage of SIGG/GolfSmith/SLRG Custom Fitting Research:

This comprehensive look at the impact of custom golf club fitting was covered across numerous media outlets including NBC, The Orlando Sentinel, GolfWorld and Forbes. You can read all of the coverage and link to the study report, right here.

Recent SLRG Research of Interest:

The Sports & Leisure Research Group team has been busy in the first third of 2011 with a number of interesting marketing research engagements across the sports, media and travel industries. A recent sampling:

Brand perception and competitive set tracking and assessment work for multiple sporting goods equipment manufacturers and retailers
A look at fan ticket price elasticity for a professional sports franchise and league
Customer development concept testing for a leading participation oriented sports organization
On site sports marketing effectiveness/ROI measurement for various professional sports properties and activating brands
Target Customer Profiling, behavioral analysis and assessment of brand perceptions and visitation barriers for a travel/leisure destination/property

Explore how we can help you derive the insights that can propel your sports and leisure marketing strategy forward. Contact Us »

SLRG's Last Explores the Future of Sports Advertising with Wharton Think Tank

Sports & Leisure Research Group President Jon Last participated as part of a select group of sports and research industry leaders, providing input to a major new project being spearheaded by the Wharton Sports Business Initiative (WSBI) and the University's SEI Center for Advanced Studies in Management. The Future of Sports Advertising Project will be overseen by Wharton Professors Yoram (Jerry) Wind, Kenneth Shropshire and WSBI Managing Director Derrick Heggans. At the initial envisioning sessions conducted in New York City in March and Philadelphia in April, the team reviewed and identified potential project parameters and areas of inquiry. The Philadelphia session preceded the inaugural Wharton Sports Business Innovation Conference. Look for project updates in future issues of News and Views.

Jon Last, 445 Hamilton Avenue; Suite 1102, White Plains, NY 10601