ABSTRACT
This chapter examines issues related to measuring sports brand performance. It discusses motivations for measuring performance. Despite the importance of establishing performance measures that align marketing activities with brand strategy, determine effectiveness of marketing tactics, and guide decisions on adjusting strategies, implementing a measurement program is not necessarily a simple process. Measuring marketing performance is important because it aligns marketing activities, evaluates the effectiveness of marketing decisions, and lays the foundation for making adjustments to the marketing strategy. Types of marketing metrics that can be evaluated are brand communications, media exposure, public relations, fan engagement, customer satisfaction, and return on investment. Financial metrics for ticket sales incorporate season tickets, premium seating, individual game tickets, group ticket sales, and the secondary ticket market. Ticket sales are the lifeblood of sports properties whose main product is live events.
