First Advisor

Troy Johnson

Date of Award

Spring 6-2023

Document Type


Degree Name

Bachelor of Science (B.S.) in Business Administration: Advertising Management and University Honors






Sports -- Marketing -- Research, Small business -- Management, Internet marketing




This thesis explores how small sports businesses can avoid high failure rates by establishing a strategic marketing plan that makes the most of their constrained resources. The current literature on sports marketing strategy examines social media, relationship, and influencer marketing, but is limited in its application to small businesses. The purpose of this thesis is to address and fill that gap. This thesis consists of a literature review of the previously stated topics, best practices that incorporate the findings of this research, and a brief case study of these recommendations in action. Best practices include establishing a greater purpose for the business’s existence, creating a strategic business plan, continually conducting consumer research, relying on social media platforms and influencer marketing through NIL, and critically reflecting on successes and failures. These recommendations allow a small sports business to better capitalize on its constrained resources and avoid major mistakes that may lead to business failure.


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