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Sports Marketing Dissertation Topics

Published by Owen Ingram at December 29th, 2022 , Revised On October 9, 2023

Whether you are a die-hard fan or part of a sports brand, you will need to learn about the idea of sports marketing at some point. The most challenging aspect of sports marketing is securing and activating sponsorships, building relationships with customers, and getting brand approvals.

This article will also provide insights on some of the best sports marketing dissertation topics to get started with your assignment without help.

What is Sports Marketing

Sports marketing can involve promoting an event, a tournament, a player, a team, or a league. Besides advertising and promotion, sports marketing strategies include sponsorship management, event production, and broadcasting.

Online sports marketing helps sports enthusiasts promote their brands, products, and services with the help of the internet.

Sports marketing allows athletes and businesses to showcase their skills and abilities instead of traditional marketing methods. So, if you are looking for sports marketing dissertation topics, know that it is a great choice, and we can help you with ideas.

Other important links to visit: Dissertation Topics on Facebook Marketing , Dissertation Topics On Twitter Marketing , Marketing Management Dissertation Topics

Types of Sports Marketing Thesis Topics

No matter what type of sports team you manage or what kind of practice you advertise, marketing can help you go far without spending a fortune.

It’s no longer necessary to have cable TV to attract viewers to your sports channels. With the changing times, sports marketing has also changed. Brands and individuals use sports marketing today to reach a broad audience. However, this type of marketing also involves collaboration between companies to develop effective sports marketing campaigns.

There are three types of sports marketing

Traditional sports marketing

Ads in newspapers, television commercials, and sponsorships are often used as conventional advertising techniques. You can read a broad audience through this type of sports marketing.

New media sports marketing

This type uses mobile services and online social networking sites to reach its audience. Through social networking sites like Facebook and Twitter, consumers can interact with one another.

Direct response sports marketing

Direct marketing involves selling products directly to consumers through mail campaigns, websites, and phone calls. Sports merchandise salespeople do direct-response marketing.

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List of sports marketing dissertation topics

You may want to consider the following sports marketing dissertation topics for your dissertation or thesis.

• Importance of athletes endorsements in the sports industry in the UK for athletes and sportsmen
• The effect of women athletes on marketing campaigns
• The impact of social media on sports. An analysis of how teams are using Twitter to keep their fans.
• Combining the best of pleasure and sports: An analysis of scuba diving marketing
• Building solid sports marketing brands to improve international sports advertising through mainstream media channels.
• Role of super bowl ads in sports marketing with respect to ever-changing market-development trends.
• Importance of sports marketing among athletes and sports enthusiasts on the national level.
• Relationship between sports and entertainment marketing to engage fans from the grass-root level.
• Role of Advertising to increase sales of common sports goods through social media marketing.
• A primary study on SMEs support for sports marketing
• Role of segmenting the audience for effective sports marketing at a large scale
• A breakdown of the Average ROI of sports marketing by the million-dollar sportswear brands.
• A Comprehensive Guide To Sports marketing scope and future of AI to Maximize The results
• Why sports marketing mainstream media coverage is the new trend for 2022
• Sports marketing implications in Olympics on both national and international levels.
• Role of Brand sponsorships and events in increasing hype for the new sports-products launch

Benefits of sports marketing

Sports marketing aims to increase sales by gaining brand awareness, exposure, and exposure to your target audience. If you’re trying to convey value, this could be a great sports marketing dissertation topic to write on and inspire your readers. Sports marketing has several additional benefits, including:

Increasing customer interest

Marketing your team or league also means reaching potential customers interested in something other than your offering. Reaching out to new people and introducing them to your product increases the likelihood of them becoming paying customers.

Creating stronger relationships

Sports marketing can help companies build stronger relationships with their target audiences. Businesses, clients, and employees can benefit from this. Sports marketing can also increase brand loyalty and create an emotional connection with customers.

Increased revenues

Sports marketing strategies can generate additional income from ticket sales by increasing the hype around sports events.

Staying ahead of competitors

In the business world, it’s all about staying ahead of the competition. Sports marketing gives you a unique opportunity to do just that. You can tap into a new customer base by aligning your brand with a popular sport or team and beating out your competitors.

Bringing the audience on board

Although bringing the audience on board is a bit difficult, it is the most exciting part of sports marketing to target the correct type of audience, especially generation Z, for their immense interest in sports.

Developing a complete picture

The key to sports marketing is understanding the different types of sports consumers and developing a complete picture. Your product and services will be more accessible to market to athletes and teams once you have all that information.

If the right approach is taken, there are numerous ways to do sports marketing, including general broadcasting, advertising, marketing, and social media.

The 5 Ps of Sports Marketing

To ensure you’re on the right track with your next sports marketing strategy, consider these 5 Ps.

From product, price, and promotion to public relations and place, the 5 Ps of sports marketing can help your target your audience, create content, and use it on social media for brand building.

Track customer interests

Not only prospects, but you can also find success in sports marketing by tracking your customer’s interests. Since everyone has a different taste in sports marketing, it’s crucial to stay updated with the latest trends and choices.

As a rule of thumb, follow your customer’s actions on Facebook, Instagram, and shipping history to know what they are interested in buying.

Building brand partnerships

Building brand partnerships and sponsorships are an integral part of sports marketing. If you’re planning to create a ground-breaking strategy, use the advantage of promotional contests, brand partnerships, and sponsorship invitations to get excessive exposure from your potential customers.

Sports marketing has been around us for a long time in different forms. A business can build up the sports brand’s image and reputation with creative sports advertisements. We hope you will find the list of sports marketing dissertation topics helpful in coming up with your own dissertation.

Or you may want to read about our dissertation proposal writing service and thesis writing service to see how we can help you with your project.

Frequently Asked Questions

List down 5 best sports marketing dissertation topics.

1. “The Impact of Social Media on Sports Sponsorship” 2. “Fan Engagement Strategies in Modern Sports Marketing” 3. “Sports Celebrity Endorsements: Effectiveness and Ethics” 4. “Globalization of Sports Brands: Challenges and Opportunities” 5. “E-sports Marketing: Trends and Future Prospects”

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• MS in Sports Business

Master's (MS) in Sports Business

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The Master’s (MS) in Sports Business offered by the NYU SPS Preston Robert Tisch Institute for Global Sport is a 36-credit, sports business master’s program that integrates business theory and sports management insights and techniques to prepare you for a wide range of sports business jobs—from sports administration and sports marketing to sports public relations and sports law. Students from across the US and around the world choose the MS in Sports Business, which was ranked #16 globally in the 2020 SportsBusiness Postgraduate Rankings , because it is based in NYC—the sports capital of the world—yet provides a distinctly global perspective. In addition, they know that earning their Master’s in Sports Business degree at NYU , opens the door to limitless opportunity.

Degree Advantage

• Ranked #16 globally in the 2020 SportsBusiness Postgraduate Rankings
• Curriculum  that provides a comprehensive understanding of the many facets of sports business
• Focus areas that offer numerous career paths
• Electives that afford the opportunity to explore emerging sports business industry topics
• Study abroad opportunities in global sports cities
• Internships at sports teams, leagues, sports media outlets, and sports marketing firms
• Unsurpassed professional networking opportunities
• Ability to earn your degree full- or part-time
• Can be completed in as little as 12 months

Curriculum and Degree Requirements

You can find the full curriculum details for this program on this page of the University Bulletin. All other content, including this web page is for informational purposes only.

Discover NYU SPS: Graduate Admissions Information Session

Join an online session to learn more about our graduate degree programs, including the MS in Sports Business. Our admissions team will give you insights into the NYU SPS experience, share details about the application process, and offer tips for creating a successful application. Current students will also share their personal experiences, providing a firsthand perspective on life as an SPS student.

7:00 PM until 8:00 PM EDT

7:00 PM until 8:00 PM EST

NYU SPS Graduate Open House

Join us in person on our New York City campus to learn more about our academic offerings, admissions, and financial aid. You will have the opportunity to meet representatives from the MS in Sports Business program during this event. Attending this event makes you eligible for a $150 application fee waiver !

9:00 AM until 1:00 PM EDT

Who Should Earn the Master’s in Sports Business?

If you have a passion for sports and a keen interest in the related business and promotional functions that support it, the MS in Sports Business can provide the knowledge and skills to prepare you for the momentous changes and growth this industry is experiencing. Those interested in pursuing careers in sports media, sports law, sports marketing and PR, sports operations and leadership, sports tech, or sports analytics and research, will find a wealth of opportunities to gain the expertise needed to succeed.

MS IN SPORTS BUSINESS DEGREE OVERVIEW

Learn from sports business industry professionals.

Tisch Institute faculty members are highly accomplished professionals with years of experience in their areas of expertise. They are deeply committed to your success and share their knowledge, insights, and industry connections to ensure that you are well prepared for the challenges and opportunities ahead. Their research and analysis focuses on a wide range of topics, enriching classroom discussion and enhancing every aspect of your studies.

Expand Your Horizons Through Study Abroad

The Tisch Institute affords students the opportunity to travel the world and gain a deeper understanding of the cultural, financial, political, and social forces that are  driving the growth of the sports industry as a key influencer and as a catalyst for change. Tisch Institute study abroad opportunities are incredibly informative and amazingly fun! You’ll meet people from all walks of life who share your passion for sports, and you will learn about the complex business operations behind the games, matches, teams, and leagues.

Gain Professional Connections Critical for Your Career

The MS in Sports Business offers incredible networking opportunities with sports business executives, sports media influencers and marketers, and experts in sports law, among other key sectors. The Tisch Institute’s advisory board includes Val Ackerman (left) commissioner, Big East Conference; Gary Bettman , commissioner, NHL; Bruce Buck , chairman, Chelsea FC; Gregory Carey , managing director, Goldman Sachs; Rob Manfred , Commissioner, MLB and Leon Wagner , chairman and CEO, LW Partners, who often guest lecture and/or serve as panelists for Tisch Institute events.

Job Opportunities and Internships

Through the Tisch Institute for Global Sport and the NYU Wasserman Center for Career Development at NYU SPS students in the MS in Sports Business program can build their skills and their connections when they participate in internships with sports teams and leagues, sports media outlets, and legal operations. Internships provide the hands-on experience that employers seek. Some internships turn into permanent employment. The Tisch Institute has partnerships with a range of sports organizations, teams, leagues, and media outlets, many of which provide internships and job opportunities for students.

• Brooklyn Nets • Chelsea FC • Egg Strategy • ESPN • Fox Sports

• HYPE Sports • Madison Square Garden • Major League Baseball • Major League Soccer • NBC Sports Group

• National Hockey League • New York Jets • Sports and Democratie • Street Soccer USA

FREQUENTLY ASKED QUESTIONS

What types of jobs can i get with a master’s in sports business.

There are many jobs available in the field of sports business. Below you will find a list of the types of jobs recent alumni from the Master’s (MS) in Sports Business have obtained upon graduation:

• Premium Sales Associate - New York Jets
• Statistics and Player Participation Quality Assurance Associate - National Football League
• Business Development Manager Latin America - FC Bayern München NY Office
• Manager, Player Marketing at Major League Baseball Players Alumni Association
• Head of Business Development - Americas at FC Barcelona
• Commercial and Marketing Director - Club Tigres (Mexico)
• Community Relations Coordinator at Brooklyn Sports and Entertainment (BSE) Global
• Global Programs Manager - Games Partnerships at Facebook
• Account Executive at IMG Sports Marketing
• Brand Consulting at Creative Artists Agency (CAA)

How does a Master’s (MS) in Sports Business degree differ from an MBA in Sports Management?

The MS in Sports Business differs from an MBA in Sports Management because it provides the opportunity to truly focus on the study of sports business. This degree, the Master’s (MS) in Sports Business, is a 36-credit intensive experience based upon a curriculum that is 100% focused on the field of sports business. Conversely, a Master of Business Administration (MBA) in Sports Management is a degree that is focused on a core of general management courses with a concentration (3-4 courses) offering limited topics in the field of sport management.

Do I need a master’s degree to pursue a career in sports business?

A Master’s (MS) in Sports Business from NYU provides you with access to cutting-edge training and development through the Preston Robert Tisch Institute for Global Sport. Additionally, you will have access to unsurpassed networking and alumni engagement opportunities as you pursue a career in the sports industry. In combination with our faculty members who are experts in their fields and the resources of NYU, the Master’s (MS) in Sports Business is a gamechanger for professionals who seek a competitive advantage in the ever-changing sports job market.

Are sports business and sports administration different?

While the terms sports business and sports administration can be used interchangeably, the major differentiator in relation to the Master’s (MS) in Sports Business is the focus of the curriculum. Unlike many graduate degrees in sports administration, the program at NYU SPS has an assortment of courses focused on specialized topics, such as Integrated Marketing Communication, Global Sport Business, Sports Media, Sports Analytics, Sports Technology, and eSports Management that position you for success in a number of fields rather than focusing more generally.

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The Impact Of Global Markets And Sports Marketing On The International Expansion Of Under Armour

Master’s Thesis 2015 Northwestern University Master’s in Sports Administration – Sports Marketing & PR

Areas of Expertise

• Marketing Strategy
• International Business
• Market Research
• Sports Marketing

When I entered the MSA program at Northwestern University I knew two things: I want to work in sports marketing and I want to incorporate my international business and French degrees into a sports marketing career. What I didn’t know is exactly how to do it. Fortunately, my first course in the program was Sponsorship with the one and only Lesa Ukman, co-founder of IEG (now ESP Properties). This course was the first step in me developing my dream career. I learned in depth about how sponsorship affects properties, but more importantly for me, brands that use sponsorship in their marketing plans.

After developing a robust understanding of sponsorship objectives, how successful sponsorships are executed, and how to do sponsorship evaluations, my dream career started making much more sense. I started to see the picture of brands developing marketing strategies using sponsorship to connect with their desired target audience on a level that transcends pushing promotions and sales. I started to see how sponsorship helps brands achieve their objectives, ultimately helping to meet monetary goals whether directly or indirectly.

In conjunction with grasping sponsorship, I became intrigued with what Under Armour was doing to expand internationally. They had made quite the mark on the U.S. market but seemed to be struggling to really hit their international targets. As I progressed through the MSA program, taking Sports Sales, The Olympic Movement, and International Sports courses, I developed the concept of my Master’s Thesis, which was to examine Under Armour’s performance in expanding their business internationally, determine if they are headed in the right direction, and make recommendations on where Under Armour should be focusing their international expansion efforts. In order to do this, I did comprehensive research into the company and the competitive environment. I also incorporated several business strategy tools such as SWOT analysis, Porter’s Five Forces, and Cavusgil’s Market Potential Index, which helped to frame where Under Armour stood in the market, against competitors, and against its own goals and objectives. It also helped me create framework to determine what sports and international markets would provide Under Armour with the best opportunity to expand internationally.

Here is an overview of my research:

Main Objectives

There are two main objectives of this study. The first is to provide analysis and understanding of the challenges facing the company in its efforts to grow market share outside of the United States. Secondly, the study seeks to determine the most effective internationalization and sports marketing strategies for a successful global expansion of Under Armour.

Background & Current Issues

Under Armour was founded on the idea of innovation for athlete performance. This simple idea altered the sportswear industry, creating new products and putting Under Armour on the map against top competitors Nike and adidas. While Under Armour has surpassed adidas to become the second biggest sportswear brand in the US, there is still a lot of growth that needs to occur for Under Armour to surpass Nike and adidas on a global basis. Nike and adidas both have strongholds on major international sports, such as soccer and basketball, partially due to their ability to pay for top sports sponsorship opportunities. Compared to Nike and adidas, Under Armour has limited resources and has to think outside of the box to compete on a global scale. With its sales outside of North America accounting for less than ten percent of its total sales, Under Armour has not made as big of an international impact as originally hoped.

This study examines the external environment in which Under Armour operates and the company’s internal environment to determine the strengths, weaknesses, opportunities, and threats the company faces in expanding internationally. Then, a country selection analysis will be conducted to determine which international markets are best suited for Under Armour’s expansion. Finally, a sports strategy evaluation will determine which sports to target in the company’s key international markets to create brand awareness and increase international sales.

Results & Recommendations

Top 5 markets for under armour’s international expansion.

All of the research was then used to conduct a market potential analysis and a sports marketing analysis. The market potential analysis was adapted from Cavusgil’s indexing approach in order to determine in which markets Under Armour should focus its expansion efforts. North American markets were not included because Under Armour’s revenue mostly comes from North America. The sports marketing analysis determined which sports by market Under Armour should focus its marketing. Soccer was not included in the sports analysis because it is the most popular sport in the world and a given for Under Armour to have in its sports marketing strategy. Also, Under Armour’s top competitors, Nike and adidas, are the leaders in soccer, making it difficult for Under Armour to financially compete in the world’s sport. Therefore, Under Armour needs to look at sports outside of soccer in order to have a better chance to gain market share internationally. My research found that the top 5 markets Under Armour should focus its expansion on are (1) Germany, (2) France, (3) Australia, (4) the United Kingdom, and (5) Japan.

• United Kingdom

For the sports marketing analysis, I focused on the markets that scored over 12 points in the market potential evaluation. The results showed that each country had primary sports and secondary sports that span all four countries and that relate to Under Armour’s current product lines and sports marketing efforts. Tennis is the only sport that was a primary sport in all four countries. Under Armour should begin its expansion efforts by focusing its sports marketing efforts on in each country on the primary sports. For example, in Toulouse, France, rugby is the main sport. Under Armour should attempt to become a sponsor of Stade Toulousain, the Toulouse rugby club.

Based on the findings in my research, Under Armour should focus it’s globalization efforts on using the sports that overlap between the top 4 markets – UK, Germany, France, and Australia such as rugby, basketball, and cricket. By gaining sponsorships and athlete endorsements in these sports related to these markets, Under Armour has a strong case for successfully expanding their international division.

If you would like a copy of my full master’s thesis

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Marketing Theses and Dissertations

Theses/dissertations from 2023 2023.

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Theses/Dissertations from 2021 2021

External and Internal Factors of Sports Sponsorship Selling Cycles in North American Professional Sports , Dan Kaufmann

Increasing Personal and Product Influence Through Background Auditory and Visual Cues , Zhihao Yu

Theses/Dissertations from 2020 2020

The Effects of Product Recalls on Competitors’ Market Value and Recalling Firm’s Reputation , Dong Liu

Corporate Brand Impact on Sales / Revenue Per Share , Brad A. Puckey

Competition in Upstream Humanitarian Supply Chain: Investigation of Food Banks , Iana Shaheen

Theses/Dissertations from 2019 2019

How Digital versus Non-Digital Modes of Food Ordering Influence Menu Healthfulness Perceptions and Food Choices , Annika Abell

Theses/Dissertations from 2018 2018

The Impact of Digital Marketing Decisions on Market Outcomes in Residential Real Estate , Denise Hunter Gravatt

Theses/Dissertations from 2017 2017

Hate is a Strong Word: The Influence of Hate-Acknowledging Advertising on Brand Outcomes , Lisa Monahan

The Effects of Loneliness on Consumers’ Digital Engagement with Social Media Ads , Yu Qin

Product Shadows and Ad Evaluations , Nazuk Sharma

Theses/Dissertations from 2016 2016

Understanding the Complexity of Product Returns Management: A Complex Adaptive Systems Theory Perspective , Jennifer Anne Espinosa

Branding Implications of Co-Created Social Responsibility , Alexander J. Kull

Theses/Dissertations from 2015 2015

How You Categorize Influences How Helpful You Are: The Effect of Categorization Mindset on Consumers’ Social Decisions , Hsiao-Ching Kuo

Theses/Dissertations from 2014 2014

Taken for Granted or Taken with Gratitude? An Examination of the Differential Effects of Donations of Time and Money on Consumers' Evaluation of Corporate Philanthropy , Ryan Langan

Essays on Consumer's Psychological and Behavioral Responses toward Social Coupons , Chinintorn Nakhata

Muscling Consumers to Optimal Option Differentiation: The Influence of Incidental Muscular Sensations on Option Differentiation , Courtney Szocs

Theses/Dissertations from 2012 2012

Essays on Mental Accounting and Consumers' Decision Making , Ali Besharat

Perceived Firm Transparency: Scale and Model Development , Jennifer Dapko

Theses/Dissertations from 2010 2010

Antecedents and Consequences of Channel Alienation: An Empirical Investigation within Franchised Channels of Distribution , Ivan Lapuka

Theses/Dissertations from 2009 2009

An Empirical Examination of the Dark Side of Relationship Marketing within a Business to Business Context , Brent L. Baker

Developing the Nomological Network of Perceived Corporate Affinity for Technology: A Three Essay Dissertation , David Earl Fleming

Theses/Dissertations from 2008 2008

Self-Directed Learning: Measures and Models for Salesperson Training and Development , Stefanie Leigh Boyer

Emotional Exhaustion and Its Role in Service Sabotage among Boundary Spanners , Diane R. Edmondson

Theses/Dissertations from 2007 2007

Essays on multiple identities and motivated consumption: Exploring the role of identity centrality on self-brand connections , Tracy R. Harmon

The impact of organizational climate variables of perceived organizational support, workplace isolation, and ethical climate on salesperson psychological and behavioral work outcomes , Robert J. Riggle

Theses/Dissertations from 2005 2005

The Effect of Perceived Entitativity on Implicit Image Transfer in Multiple Sponsorships , FrancoÌ?is Anthony Carrillat

Theses/Dissertations from 2004 2004

Relationship Advertising: Investigating the Strategic Appeal of Intimacy (Disclosure) in Services Marketing , Andrea Diahann Gaye Scott

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