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  • Trail Examines Factors Affecting Attendance at Sports Events

    January 23, 2012

    Professor Galen Trail, Director of the Master of Sport Administration and Leadership program, published “Factors influencing spectator sport consumption: A case of NCAA women’s college basketball,” with Y.K. Kim in the International Journal of Marketing and Sponsorship [2011: 13(1), 60-82].

    Trail studied the factors that affect attendance at women’s basketball games at a NCAA Division I-A university in the Southeastern United States. His research has implications for teams seeking to develop strategies to strengthen motivators and alleviate constraints to attendance.

    “Despite the prevalence and immense popularity of spectator sports, the competition to build and maintain attendance is more intense than ever before,” Trail said. “To outperform competitors, awareness of the factors that influence attendance provides significant strategic value to sport organizations.”

    Trail, a prolific scholar, published eight articles in 2011. He received his Ph.D. from Ohio State University and has been a consultant for professional teams, including the Arizona Diamondbacks, Philadelphia Phillies, Seattle Storm, and Baltimore Orioles, and many NCAA Division I athletic departments. He joined the faculty in the College of Arts and Sciences in 2008.

    The College of Arts and Sciences, the largest college in Seattle University, offers 33 undergraduate and 7 advanced degrees. The Master in Sport Administration and Leadership prepares students for leadership positions in the sports industry.

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