Research question: The purpose of this study was to examine the impact of Major League Soccer's (MLS) league marketing strategy to make a significant investment in an international star athlete. Soccer star David Beckham's impact was examined longitudinally to assess changes in consumer...

In late 2011, at a time when other leagues such as the National Football League and the National Basketball Association had engaged in work stoppages, Major League Baseball owners and the MLB Players Association harmoniously agreed on a new five-year collective bargaining agreement. This article...

The purpose of this study was to examine the effects of roster turnover on demand in the National Basketball Association (NBA) over a five-year period (2000-2005) and compare these results to previous research on turnover in Major League Baseball (MLB). A censored regression equation was...