Prospects of fantasy sports as a profitable sport marketing media

Sports - Marketing;Fantasy games - Marketing;Internet marketing

Wirakartakusumah, DarylMikat, R. ;

University of Wisconsin

关键词: Sports - Marketing;    Fantasy games - Marketing;    Internet marketing;   

Others  :  https://minds.wisconsin.edu/bitstream/handle/1793/49021/Owirakartakusumahdaryl2002.PDF?sequence=1&isAllowed=y

瑞士|英语

来源: University of Wisconsin

【 摘 要 】

One hundred-filly sport Web sites (75 offering fantasy sports (FS) and 75 not offeringfantasy sports (NFS)) were asked to complete an 18-question on-line survey to determinethe impact that hosting fantasy sports had on the total profit generated by sport Web sites.Of the 150 sport Web sites contacted, 34 (22.7%) completed the survey instrument. Theresults revealed that both FS and NFS Groups were operating more than three years, hadcommon marketing strategies and generated significant revenue, despite not considering;;generating revenue;; as their most important goal. Both groups differed on revenuemodels used and pricing models used for banner advertisements. Pearson Product-Moment correlation revealed that the amount of money spent by FS Group wassignificantly correlated to the amount of revenue generated (r = .907), whereas NFSGroup only showed little, if any correlation between these variables (r = .044). ANOVArevealed that both groups also differed significantly on revenue generated (p = .025) andprofit obtained (p = .026), regardless of having no significant difference in money spentp = .365). FS Group revealed trends of having a small base of memberships mostlysubscribing for free, and offering 1 or 2 fantasy sports with football, baseball, andbasketball as the most common. Even though Spearman rank correlation indicated a lowcorrelation between profit obtained and amount of fantasy sports offered (r, = .027), FSGroup has planned to expand their offerings and services by adding fantasy sports andproviding on-line statistical data. These results suggest that sport Web sites haverecognized fantasy sports as a profitable sports marketing media, but have not yet foundappropriate marketing approaches to filly take advantage of its potential.