Selling a sporting event : behind the scenes at the RCA tennis championships : an honors thesis (HONRS 499)

In response to an exponentially growing interest in the profession of sport sales an examination of the fundamental elements of the profession was devised. This paper examines the selling of sporting events from the sport organization's viewpoint. A study was done of individuals currently working in sport and of texts from authors who have spent countless years working in sport. Their responses and knowledge of sport sales is summarized in this paper, along with the researcher's own personal experiences as a novice in the world of professional sport selling. General findings from this research included that certain personality traits such as strong interpersonal skills, an enthusiastic and positive attitude, and perseverance are essential characteristics in order to experience success in sport sales. Positioning sport as a meaningful buy to consumers is generally aimed at one of two groups of people: those buying out of emotion and those buying for business purposes. However, many obstacles lie in the way of selling sport. Price, the performance of the team, and the uncertainty revolving sport and the tangible benefits it provides are all hindrances when it comes to selling sports.