Graduation Year
2021
Document Type
Dissertation
Degree
D.B.A.
Degree Granting Department
Marketing
Major Professor
Andrew Artis, Ph.D.
Co-Major Professor
Douglas Hughes, Ph.D.
Committee Member
Robert Hammond, DBA
Committee Member
Dejun (Tony) Kong, Ph.D.
Committee Member
Tianxia (Tina) Yang, Ph.D.
Keywords
Sales, Sales Cycle, Sales Performance, Sponsorship, Sports Management, Sports Marketing
Abstract
In sports sponsorship, sellers and management seek to shorten their sales cycles to renew, upsell, and close new business. This research covers what professional sports organizations can do to help shorten the sales process. The study includes an industry analysis, literature review, and a mixed method survey of 212 people within the North American Sports Sponsorship Industry. The surveyed individuals are C-suite sponsorship salespeople and managers. These individuals work in the following professional sports leagues in North America: The National Football League (NFL), National Basketball League (NBA), National Hockey League (NHL), Major League Baseball (MLB), and Major League Soccer (MLS). The goal is to evaluate what internal and external factors help close sponsorship sales faster in North America.
Scholar Commons Citation
Kaufmann, Dan, "External and Internal Factors of Sports Sponsorship Selling Cycles in North American Professional Sports" (2021). USF Tampa Graduate Theses and Dissertations.
https://digitalcommons.usf.edu/etd/9153
