| 663 | Saturday, March 20, 2010 |
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| 7:30 AM-8:30 AM | Convention Center:108 |
| NASPE/Research/Social Sciences |
| Youth Soccer Identity and Implications to Major League Soccer Marketing |
| Soccer is a growing participation sport. Millions of participants play the sport annually in the U.S (Shank, 2004). Major League Soccer is the premier professional soccer league in the U.S. This presentation will highlight soccer identity of youth soccer participants in the U.S. and suggest reasons why these participants identify with the sport as participants, but not as fans of Major League Soccer. The audience will leave the presentation with solid understanding of this phenomenom. |
Keyword(s): administration/mgmt, marketing/public relations, sport management
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| Speakers: Emmanuel Ayim, Coastal Carolina University, Conway, SC; and Justin Wartella, Lockhaven University, Lockhaven, PA |