Understanding of sponsorship, brands, social media and technology, and future directions of professional sport: from three sport management programs’ students

The purpose of this study is to examine understanding of sport management undergraduate students of the sport industry, particularly professional sport in the U.S. In order to examine it, the authors asked 14 open-ended questions assessing their views on the four different aspects (i.e., sport sponsorship, technology and social media in sport, sport brand, future directions and anticipation) of the U.S. professional sport. We collected data (N=116) from three different sport management programs located in three different States. Results of the current study showed that students anticipated the future of professional sport optimistically although they recognized several threating factors such as economy, safety issues, and ethical issues of management. Students generally believed that the future of the sport sponsorship market will be growing. The authors believe that our students’ understanding of the value, importance, and role of sponsorship could be positive contributions to the sport industry. Most of the students were active on social media, including Facebook, Twitter, Instagram, and Tumblr. It is likely that they consume and use sport contents through their preferred device and applications. Regarding perceptions on sport brand, the results could be interpreted that students were limited to certain categories in the sport industry. Sport management students are expected to have a good knowledge of the sport industry and its environment and culture. In conclusion, sport management educators are highly encouraged to help them have adequate knowledge, skills, and understanding on professional sport and the sport industry by education and appropriate training programs.