SWOT and AHP hybrid model for sport marketing outsourcing using a case of intercollegiate sport

Seungbum Lee, Patrick Walsh

Research output: Contribution to journalArticlepeer-review

89 Scopus citations


Given the importance and prevalence of commercialization in intercollegiate sport, outsourcing sport marketing functions has become a popular business decision with the possibility of becoming more popular in the future. Yet, there is a lack of research about outsourcing in sport marketing with respect to decision making factors when determining whether or not to outsource some aspects of an organization's marketing functions. Thus, the purpose of this case study is to examine sport marketing outsourcing decision-making factors using a SWOT and AHP combined model. These results indicate that decision makers at this institution consider strengths, or potential positive outcomes, more importantly than weaknesses, opportunities, and threats. Specifically, financial return is the most important decision making factor for decision makers whereas cost minimization is not as important.

Original languageEnglish (US)
Pages (from-to)361-369
Number of pages9
JournalSport Management Review
Issue number4
StatePublished - Nov 2011
Externally publishedYes


  • AHP
  • Cost management
  • Intercollegiate sport
  • Marketing
  • Outsourcing
  • SWOT

ASJC Scopus subject areas

  • Business and International Management
  • Tourism, Leisure and Hospitality Management
  • Strategy and Management
  • Organizational Behavior and Human Resource Management
  • Management Science and Operations Research
  • Marketing


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