Academic to Consultant: A Pilot Study on Sport Marketing Research

The purpose of this pilot study was to determine the level of consultancy currently taking place between Sport Management faculty and their respective athletic departments. The subjects of the study were Directors of Marketing of athletic departments within universities that offer Sport Management programs (N=201). A list of universities offering Sport Management programs in the United States was retrieved from the North American Society for Sport Management (NASSM) website. A link to an online survey was distributed to the Directors of Marketing via e-mail. Fifty-four useable responses were received for a response rate of 27%. Results of the pilot study, discussion, and future research on Sport Management consultancy are provided