Professional Sports Leagues: Marketing Mix Mayhem

Burton, Rick; Howard, Dennis
March 1999
Marketing Management;Spring99, Vol. 8 Issue 1, p36
Evidence shows that over the past several years, professional sports' appeal to American consumers has been on the decline. Product life cycle analysis indicates that all four of the North American "big leagues " have reached the late maturity or decline stage of development. Live attendance and television ratings have fallen across the major sports leagues. Additionally, there is a growing economic disconnect (notably in the area of ticket prices) between professional sports teams and most Americans. It is imperative that the marketing managers of these teams and leagues recognize times and consumers have changed and adopt new strategies to compete more effectively in an increasingly glutted information/entertainment economy.


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