Trail Examines Potential of Sport Consumers for a New Football Program

Written by Laura Paskin
March 13, 2013

Professor Galen Trail, director of the Master of Sport Administration and Leadership program, published “An Analysis of Multiple Spectator Consumption Behaviors, Identification, and Future Behavioral Intentions Within the Context of a New College Football Program,” with Stephen L. Shapiro and Lynn L. Ridinger (Journal of Sport Management, 2013).  In a case study of a new college football program, the authors used an identity theory framework to focus on future sport consumer behavior.

“We looked at past behavior to determine what factors sport marketers can use to capitalize on the interest generated through new athletic programs,” Trail said.

Trail, a prolific scholar, 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 42 undergraduate majors, 37 minors, and 7 master’s degrees. The Master in Sport Administration and Leadership prepares students for leadership positions in the sports industry.