Sports marketing

Groundbreaking Sports Marketing Diversity Researcher Shares Expertise with Major League Sports

Professor Ceyda Mumcu tackles several research projects in addition to teaching, counseling 60 students and creating internship and networking opportunities for the next generation of sports managers and marketers.

March 11, 2019

By Jackie Hennessey, contributing writer

Ceyda Mumcu is an expert in sports marketing, fan behavior and marketing analytics.

Ceyda Mumcu, who co-authored the first study on the impact of marketing professional sports leagues to LGBTQ fans, focuses on examining the influence of such campaigns on traditional men’s sports leagues such as the NBA, NHL and MLB.

“Understanding the implications of these campaigns for sports fans, sports organizations and the sports themselves is essential for creating participation opportunities for all, creating respectful and inclusive environments at sporting events and developing new business opportunities. for sports organizations, ”Mumcu said.

Currently, she is working on a research project in conjunction with the National Pro Fast Pitch Softball League. She and Nancy Lough, a professor at the University of Nevada in Las Vegas, develop marketing research to generate insights into the league’s fandom, affinity, consumer preferences and trends to help the league shape its marketing strategy.

“Women’s sports organizations are at a disadvantage in making data-driven decisions. We will close this gap.”Ceyda Mumcu, Ph.D.

“Women’s sports often lack internal data due to infrastructure issues, and third-party entities typically don’t have syndicated data for women’s sports,” says Mumcu, assistant professor of sports management. “Women’s sports organizations are at a disadvantage in making data-driven decisions. We will close this gap.”

Mumcu’s groundbreaking study of the Women’s National Basketball Association’s 2014 pride campaign – the first professional sports league in the United States to specifically target LGBTQ fans – found that targeted marketing was valued by members of the the LBGTQ community, a key market segment.

Posted in Quarterly on sports marketing, the article was uploaded by higher education, business and government entities in 27 countries. Since the research was published, the NHL, NBA, NFL, MLB, MLS and their franchises have been suing the LGBTQ community as they implement marketing strategies to expand their fan base, she says. .

“I wanted to get involved and improve the women’s sport business, and I’m proud to have been able to contribute in so many ways.”Ceyda Mumcu, Ph.D.

“It was really about the positive response from LGBTQ sports fans and a neutral or positive response from straight fans,” she says. “This paved the way for other major leagues to follow suit. With the recent polarization in American society and the changing dynamics, a follow-up study would be beneficial for all sports leagues, especially the leagues. traditional male sports LGBTQ fan review “The perception of these campaigns would be telling for these sports leagues.”

Mumcu speaks regularly to the media about diversity in sport; teaches courses in sports industry marketing, promotions and public relations and international sport management; and advises over 60 undergraduate sports management students. A former member of the Turkish Women’s Basketball League, she played for eight years before moving to the United States.

“One of the reasons I got a PhD in Sports Management was to support women’s sport, elevate their image in the public eye and contribute to their business practices as a consultant,” says Mumcu. “I wanted to get involved and improve the women’s sport business, and I’m proud to have been able to contribute in so many ways.”