August 18, 2011
Professor Galen Trail, Director of the Master in Sport Administration and Leadership program, presented “Model of Spectator Sport Consumption,” at the Summer Marketing Educators’ Conference sponsored by the American Marketing Association. Joining him for the presentation was Professor Jeffrey James of Florida State University. The conference, which drew hundreds of academics and students, took place in San Francisco in early August.“There is a disconcerting lack of holistic understanding about the components and processes of spectator sport consumption,” Trail said. “We proposed a comprehensive model to explain why people consume spectator sport.”Trail, who has written extensively on sport marketing, noted that few researchers had proposed models to explain the cumulative aspects of sport consumption. Trail received his Ph.D. from Ohio State and has been a consultant for professional teams, including the Arizona Diamondbacks, Philadelphia Phillies, Seattle Storm, and Baltimore Orioles, as well as for many NCAA Division I athletic departments. He joined the faculty in the College of Arts and Sciences in 2008.The Master in Sport Administration and Leadership, one of seven advanced degree programs in the College of Arts and Sciences, prepares students for leadership positions in the sports industry.
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