ABSTRACT
The sport industry generates over US$234 billion in revenue annually (Horine, 2011), and comprises organizations such as sports teams, sporting goods manufacturers and retailers, and governing bodies. These entities work extensively with supporting organizations such as hotels and restaurants, advertisers and marketers, and corporate sponsors outside of the industry (Chelladurai, 2009). Within the industry, sport communication represents another important segment, with its public relations organizations, newspaper and magazine outlets, broadcast and network television operators, and social networking sites creating and disseminating sports content to fans and other industry members (Pedersen, Miloch, and Laucella, 2007). Researchers have attempted to quantify the sport industry’s numerous activities and interactions but have noted the challenges. Over 49,000 sport organizations, 227 million spectators, and 118 million participants exist, and multiple connections tie them to one another and related entities (Humphreys and Ruseski, 2009).
