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Excerpt: Success in marketing requires creativity, and sport marketing is no different (Schwarz & Hunter, 2008).

The purpose of this study is to examine the influence of controllable service quality factors as firm-based antecedents to two dimensions of customer engagement behavior among Formula One racing spectators. This study uses the theory of customer engagement (van Doorn et al., 2010) as a guiding framework and applies Bettencourt’s (1997) model of customer voluntary performance (CVP) to examine how perceptions of ancillary services and value can prompt management cooperation and prosocial behavior among spectators of a recurring mega sport event. Findings suggest that spectator interactions with event personnel and the physical environment can positively impact consumer perceptions of value and lead to greater fan engagement. Event organizers should focus management and marketing efforts on the utilitarian value (price/value for money) associated with attending a mega event and promote physical environment factors that can enhance the overall event experience.

Critics of youth sports in the United States have lamented a system that creates issues of access and could be detrimental to the physical and mental health of its young participants. In response to these concerns, USA Hockey, using Long Term Athlete Development Theory (LTAD) as a key theoretical framework, created the American Development Model (ADM) to improve the delivery of youth hockey in the US. While USA Hockey has invested greatly in bringing ADM to scale across its constituents, it is not known to what extent the model is being implemented in its member organizations. Implementation fidelity of a prescribed treatment or curriculum is tied to better outcomes. This study leverages key concepts of program evaluation theory and survey development to produce a valid and reliable survey instrument that can be used to assess the implementation fidelity of ADM at the 12U age group across the nation. A survey instrument was developed through three waves of development. The first wave included local pilot testing and cognitive interviews. The second wave including a regional sample and utilized factor analysis coupled with item analysis to improve the instrument and to create composite scores of key constructs. The third and final wave included a national sample of 214 parents of 12U hockey players. The results of the survey produce psychometric properties indicating good reliability and validity of the instrument including face and content validity, internal reliability, and factor analysis. Analysis of composite scores for each construct of the model identified strong implementation of much of the on-ice components but was lacking in other areas such as physical development and mental skill development. The final ADM scale demonstrated statistically significant positive associations with two subscales of the Athlete Engagement Questionnaire, further validating the study and demonstrating an important association with the delivery model to key outcomes. The study concludes with a discussion of ADM’s implementation fidelity and policy recommendations regarding how the ADM curriculum may be improved given key findings.

The case study highlights the evaluation of one campus recreation center in terms of its inclusive design and operation on the basis of physical disability inclusion. Because of the plethora of barriers in campus recreation centers, those with physical disabilities are limited in their recreation choices and do not take part in recreation as their able-bodied counterparts. This study measures, observers, and evaluates one campus recreation center to determine its level of inclusiveness for those with physical disabilities. The AIMFREE survey was conducted along with observations and extensive interviews with staff that run the campus recreation center and those with physical disabilities that have attended the recreation facility. Results from six interviews, a focus group, the AIMFREE survey, and observations have yielded four main themes. The environment lacks inclusivity that results from financial, attitudinal, and social barriers. Attitudinal barriers to inclusivity occur at three main levels: administration, the staff and users of the facility. As a result, the recreation center is also not socially constructed for inclusivity. The goal of this research is to create change in the studied setting. As a result of investigating inclusivity at one recreation center, several areas of improvement emerged and can be used to implement change at campus recreation centers alike.

In the game of water polo, it is generally accepted that the shooting position of the offensive player and the tactic employed are both important in generating goals. Despite their importance, little is known about the relationship between shooting position and offensive tactics and their impact on the probability of goal scoring. In this research, a sequence of hierarchical mixed logistic regression models is applied to a unique data set from 2016 and 2017 NCAA men’s water polo seasons to analyze the relationship between goal generating tactics and different shooting positions. The primary result reveals that the closer a player is the “midline” of the pool and the closer a player is to the goal, the higher the percentage of scoring by offensive tactic. Furthermore, statistically significant relationships reveal (i) direct shots are better than perimeter shots, (ii) left-handed shooters are more efficient at scoring goals that right-handed shooters, and (iii) counterattack opportunities are better than power plays (player advantage). Understanding the best goal-scoring positions in the pool for each offensive tactic will assist coaches and players in devising more successful offensive and defensive strategies.