SPORTS & LEISURE RESEARCH GROUP - The Intersection of insights and strategy

Find out at the 2010 PGA Merchandise Show

SPORTS & LEISURE RESEARCH GROUP President Jon Last has been invited to deliver three presentations based on brand new consumer research at the 2010 PGA Merchandise Show in Orlando, Florida:

Jon will share the findings of SPORTS & LEISURE RESEARCH GROUP's annual Golf Consumer Outlook Study as the invited guest speaker for Sports Illustrated Golf Group's breakfast to be held at 7:30 AM on Thursday, January 28th. In what has become an annual show tradition, the latest forward looking golfer attitudes and perceptions about golf retail, the economy and participation in the year ahead, will be culled from a study just fielded among nearly 1,000 core and avid golfers. SI Golf Group will be sending invitations, and those interested in attending, can reach out to Meda Rosca, at Time, Inc.

At 10:50 AM, Jon will present highlights from SLRG's Golfer Portraits Study, recently completed for the PGA of America, as part of the PGA's State of the Industry Briefing. The session will take place on the main stage of the PGA Merchandise Show Equipment Forum and will run until noon.

Jon Last returns to the main stage of the PGA Merchandise Show Equipment Forum at noon, as part of the PGA's session on the women's golf market. Last will share specific insights from proprietary research conducted late last year for the PGA of America.

We hope to see many of you at the show and invite you to reach out to us via our website or via email for more information on any of these presentations or to schedule an appointment at the show.

POV/RESEARCH: Is That Spokesperson a Kia or a Mercedes?

Long before TMZ discovered sports, and every gossip and media entity unilaterally decided that it was their rightful place to comment on the personal lives of athletes, the business of assessing spokesperson ROI has been a hot topic for many marketers. Extensive research that we and others have done over the years, has not only shed macro-level insight on the effectiveness and impact of celebrity endorsements as a whole, but has also led to some interesting conclusions about this genre of marketing in the first place. READ MORE»


Media Post's Marketing: Sports: Are we Stuck in a
“New Normal”

There is no easy answer to the question, says SPORTS & LEISURE RESEARCH GROUP President Jon Last in this January 12th column. However, through a better understanding of consumer attitudes and brand perceptions, marketers can avoid the pitfalls of over-reacting to a dynamic and increasingly fragmented market place. You can read the column here on the SPORTS & LEISURE RESEARCH GROUP's website. Or you can register for a complimentary e-subscription to Marketing: Sports, at Media Post.

Research Industry Predictions for 2010

Further client migration to nimbler and more cost effective research solutions are among the trends to watch for in 2010, called out in RFL Communications' Research Department Report Predictions issue. You can read SLRG President Jon Last's comments, here.
Look For Results of Winter 2010 SLRG Sports Omnibus Study in February

Over 1,000 U.S. Sports Fans weigh in with their opinions and attitudes on everything from sports participation, media viewership and contemporary issues like instant replay, youth sports and the upcoming NBA free agent class in the latest SPORTS & LEISURE RESEARCH GROUP fan tracking study. The report will be posted on our web site, this February. You can view results of the Summer report, here.

Last to address Sports Marketing ROI, Sponsorship/Advertising Research and Golfer Trends

Beyond the PGA Merchandise Show, SPORTS & LEISURE RESEARCH GROUP President, Jon Last is also scheduled to deliver the following conference presentations over the next month:

National Sports Marketing Network Panel on ROI assessment in Sports-Chicago, IL. For more event and registration information please visit the NSMN event page.

National Golf Course Owners Association Annual Conference-SanDiego, CA: "Coming out of the Rough" - What your customers want in a post recession market. You can find out more and register for the conference and show at

Last will also be guest lecturing at Adjunct Professor and Amplify Sports President, Michael Neuman's Masters level course, "Sports Marketing Sponsorship and Sales" at Columbia University in New York on Monday, March 1st.

You can look for complimentary copies of select presentations, in the downloads section of our website.
© 2010 Sports & Leisure Research Group
Jon Last, 445 Hamilton Avenue; Suite 1102, White Plains, NY 10601