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MK411 - Spring 2021 (Flynn)

This research guide has been created for students taking MK411 with Professor Erin Flynn during the Spring 2021 trimester.

Sports Market Analytics (SMA) database

Use the Sports Market Analytics (SMA) database to find sports participation and consumer expenditure data from the National Sporting Goods Association (NSGA).

Recommended reports:

  • Sports Participation & Consumer Expenditures: On the database landing page, select the sport from the [ALL DATA FOR A SPORT] section. Look at the participation and consumer expenditure data.
    • participation data is available by age, gender, household income, and geographic region.
    • expenditure data is available by age group, education of head of household, gender, geographic region, household income, brand, price point, and outlet type (sporting good store, specialty retailer, etc.)
  • Footwear - Consumer Expenditures by Type of Footwear: On the database landing page, look for the [SPORTING GOODS] section in the left column and select [FOOTWEAR]. On the next page select the type of footwear (e.g. baseball/softball, basketball, soccer, fashion, fitness).
    • expenditure data is available by age group, education of head of household, gender, geographic region, household income, brand, price point, and outlet type (sporting good store, specialty retailer, etc.)

Statista database

Start with these recommended reports and also explore the database for additional statistics on sport participation and consumer purchases.