Georgia Southern University Digital Commons@Georgia Southern Association of Marketing Theory and Practice Association of Marketing Theory and Practice Proceedings 2016 Proceedings 2016 An Examination of the Marketing of a Floundering Sport: The Case of Powerboat Racing Sam Fullerton Eastern Michigan University, Potchefstroom Business School, North-West University (South Africa) Follow this and additional works at: https://digitalcommons.georgiasouthern.edu/amtp- proceedings_2016 Part of the Marketing Commons Recommended Citation Fullerton, Sam, "An Examination of the Marketing of a Floundering Sport: The Case of Powerboat Racing" (2016). Association of Marketing Theory and Practice Proceedings 2016. 20. https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2016/20 This conference proceeding is brought to you for free and open access by the Association of Marketing Theory and Practice Proceedings at Digital Commons@Georgia Southern. It has been accepted for inclusion in Association of Marketing Theory and Practice Proceedings 2016 by an authorized administrator of Digital Commons@Georgia Southern. For more information, please contact
[email protected]. An Examination of the Marketing of a Floundering Sport: The Case of Powerboat Racing Sam Fullerton Eastern Michigan University Potchefstroom Business School, North-West University (South Africa) ABSTRACT A sample of 308 attendees at an APBA sanctioned powerboat race in July of 2015 provided insight regarding a number of key considerations germane to the decision to attend the race. Race organizers were seeking ways to reinvigorate interest in what they see as a floundering – if not sinking – sport. A self-administered survey was distributed at the race with those completing it having a chance to win a souvenir shirt from the races.