Mark Nagel | University of South Carolina (original) (raw)

Papers by Mark Nagel

Sport Management Review, Dec 16, 2021

For over 100 years baseball has been a popular sport in Japan. It has been the most popular since... more For over 100 years baseball has been a popular sport in Japan. It has been the most popular since the founding of professional baseball in Japan. However, over the past 15 years many prominent Japanese players have left Nippon Professional Baseball (NPB) for Major League Baseball (MLB). While franchises in NPB would like to retain the services of their best players, the structure of the league as well as its finances and marketing operations have caused overall league revenues to stagnate despite the sport's popularity. In addition to providing an overview and historical analysis of professional baseball in Japan, this paper examines the current issues specifically confronting NPB and its member clubs. Unless significant changes are made to enable NPB to compete in a globalized baseball economy, the league's influence on professional baseball in Japan will wane.

Sport marketing quarterly, Jun 1, 2017

Sport marketing quarterly, 2004

Journal of global sport management, Dec 22, 2018

This study explores the relationship between talent pool size and competitive balance in the Chin... more This study explores the relationship between talent pool size and competitive balance in the Chinese Basketball Association (CBA). In particular, the focus of this analysis is on the impact of the Asian-born player policy, which gives CBA teams at the bottom of the standings the ability to sign an additional talented player. Prior theorization suggests that allowing weaker teams to sign additional talent-while also constraining other teams-should reduce the talent gap between teams, and hence improve competitive balance. Based on this, both within-season and cross-season competitive balance metrics were utilized in interrupted time series regressions to estimate whether this policy had an impact on parity. The results find that while the Asian-born player policy did not improve within-season competitive balance, it did lead to better reordering of where teams finished in the final standings. Overall, the findings have important implications in regards to how policy can impact competitive balance.

RePEc: Research Papers in Economics, 2004

Journal of Applied Sport Management, 2021

A 66-question online marketing survey of 2,800 football fans who had purchased tickets to a Divis... more A 66-question online marketing survey of 2,800 football fans who had purchased tickets to a Division I, Power 5 (P5) university football game was conducted in order to understand the fan base and provide better services and targeted marketing. Principal Component Analysis was employed to combine responses from multiple questions about purchase behavior, on-site satisfaction, demographics, and other criteria. Subsequent market segmentation via cluster analysis indicated that 95% of the survey respondents could be categorized into one of five clusters. The identified fan perceptions and evaluations resulted in the P5 athletic department taking specific actions to improve targeted marketing activities and enhance game-day experiences, including improving the quality and diversity of food offerings, ensuring smoother ingress and egress, offering more precise ticket packages, and targeting groups through relevant marketing channels. The current research notes the importance of utilizing ...

International Journal of Sport Finance, 2007

To attract golf patrons, sport managers must understand consumption patterns of the golfer. Impor... more To attract golf patrons, sport managers must understand consumption patterns of the golfer. Importantly, the treatment of travel costs must be understood. According to the Alchian-Allen (1964) theorem, golfers treat travel costs as bundled costs (third law of economic demand) whereas classical consumer theory indicates that golfers treat travel costs as sunk costs (first law of economic demand). The purpose of this study was to determine if golf patrons treated travel costs as sunk costs or if they treated travel costs as a bundled cost. Data from a survey of course patrons in Ohio support the treatment of travel costs as bundled costs by golf course patrons, especially those classified as tourists. The strong, positive correlation found between distance traveled and the cost of greens fees enables managers to utilize geographic segmentation in choosing to whom to market their course based upon their product's price compared to area competitors.

Routledge eBooks, Apr 2, 2021

Journal of Sport Management, Sep 1, 2011

Social Science Research Network, 2012

One of the absolutes in professional sports, and a reason for its success, is the uncertainty of ... more One of the absolutes in professional sports, and a reason for its success, is the uncertainty of the outcome of individual games, seasons, and championships. This uncertainty impacts a team’s attendance and financial operation. While leagues cultivate uncertainty through various rules such as salary caps, revenue sharing, and the amateur draft, individual franchises have to manage the result of variability in annual revenues. Not only is this due to the parity in a league but also from injuries and changes in player quality that are unexpected. Whether uncertainty or winning or the perfect combination of the two, some aspects that affect revenues can be controlled by team management more so than others. Even though on-the-field success is not easily controlled by team management, the overall quality of the experience can be impacted from, among other things, a quality stadium with comfortable seating and delectable food. This research shows that the variability in annual team revenues decreases (relative to total revenues) once a team moves into a new stadium, all else equal. The increase in predictability lowers financial risk, impacting the cost of financing and other practical operational issues like game-day staffing.

University of South Carolina Press eBooks, May 4, 2023

Social Science Research Network, Aug 24, 2006

The opening of the Palace of Auburn Hills, SkyDome, and Oriole Park at Camden Yards led to the be... more The opening of the Palace of Auburn Hills, SkyDome, and Oriole Park at Camden Yards led to the beginning of a construction boom in professional sport. In the National Football League (NFL) alone, 26 stadiums have been built or renovated in the past ten years. Due to the additional revenue generated by these facilities and the NFL's current revenue sharing system, professional football franchises are building new stadia for economic reasons rather than to replace unusable or unsafe facilities. The purpose of this study was to determine if a significant difference in net revenue change existed for NFL teams that moved into a new facility and to determine if there was a significant change in valuation for these franchises. The findings indicated that new stadia significantly increase revenue and franchise value in the NFL; therefore, the primary goal of every firm, wealth maximization, is met for teams after opening a new facility.

Journal of Sport Management, May 1, 2021

The use of big data in sport and sport management research is increasing in popularity. Prior res... more The use of big data in sport and sport management research is increasing in popularity. Prior research generally includes one of the many characteristics of big data, such as volume or velocity. The present study presents big data in a multidimensional lens by considering the use of sentiment analysis. Specifically focusing on the phenomenon of tanking, the purposeful underperformance in sport competitions, the present study considers the impact that consumers’ sentiment regarding tanking has on game attendance in the National Basketball Association. Collecting social media posts for each National Basketball Association team, the authors create an algorithm to measure the volume and sentiment of consumer discussions related to tanking. These measures are included in a predictive model for National Basketball Association home game attendance between the 2013–2014 and 2017–2018 seasons. Our results find that the volume of discussions for the home team and sentiment toward tanking by the away team impact game attendance.

The NCAA and the Exploitation of College Profit-Athletes

Journal of Kinesiology & Wellness

Sport event management, which utilizes modern communication and information technologies, has bec... more Sport event management, which utilizes modern communication and information technologies, has become an interdisciplinary field. Metadiscrete experiential learning experiences provide increased learning acquisition, since students find themselves in real-world event-management settings. Using a conceptual event-management model to examine a sport event allows students to examine the event from many functional-area perspectives. Within a sport event many “projects” or facets (e.g., strategizing, planning, realizing, controlling) come together during an event. This article provides a model for teaching sport event management in a workable manner, blending theory and practice in order to increase student learning.