Date of Award

5-2026

Document Type

Senior Project

Degree Name

Bachelor of Arts (BA)

First Advisor

Humphries, Andrew

Area of Concentration

Economics

Abstract

This industry analysis examines the sports marketing and event retail sector in the United States, using Sports Promotions Group (SPG) as the primary case study. SPG is a North Carolina-based company and subsidiary of Sports Endeavors Inc., with over 25 years of experience running pop-up merchandise stores at youth sports tournaments across 14 U.S. states, projected to manage 144 events in 2026 alone. The analysis uses the Structure-Conduct-Performance (SCP) framework as its main analytical tool, examining how the structure of the event retail market shapes how SPG behaves as a firm, and what outcomes result from that behavior. A case study of the Premier League Mornings Live Fan Festival in Tampa Bay, held on April 18 and 19, 2026, applies these findings to a real event the author participated in as an intern. A proposal for a comparable Bundesliga fan event series in the United States is included as an applied extension of the analysis. Throughout the analysis, economic theory is connected to practical, observable business behavior, including firsthand observations from event operations. The analysis concludes by noting that on April 27, 2026 Sports Endeavors, SPG's parent company, was acquired by BSN Sports, a division of Varsity Brands. This development is itself evidence of the commercial value created in this industry.

Rights

The author has granted New College of Florida the nonexclusive right to archive, make accessible, and distribute for educational purposes this work in whole or in part in all forms of media, now or hereafter known. The copyright of this work remains with the author.

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