2016 | OriginalPaper | Chapter
Global Growth in International Sport: A Niche Portfolio Strategy
Authors : Joe Cobbs, Jonathan Jensen, Mark Groza
Published in: Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era
Publisher: Springer International Publishing
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Abstract
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H1. Participant-based resources including the number of (a) events, (b) teams, and (c) championships are positively related to niche demand for F1.
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H2. Spectator-based resources including (a) population size and (b) gross national income [GNI] are positively related to niche demand for F1.
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H3. Sponsorship-based resources including (a) current corporate support and (b) corporate support potential are positively related to niche demand for F1.
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H4. Media-based resources are positively related to niche demand for F1.