Marketing the Fantasy Football League: Utilization of Simulation to Enhance Sport Marketing Concepts

Abstract

The use of simulation offers marketing educators many instructional opportunities that would be unavailable to students without the use of simulation. The operation of a fantasy football league offers a simulation that encompasses many of the factors that occur in day-to-day marketing operations in the sport industry. Previous studies investigating the use of role-play and simulation activities have documented higher levels of student motivation and involvement compared with traditional lecture methods. Through simulation, the student becomes an active participant in problem-solving situations rather than a passive recipient of information. Simulations also help prepare students to gain job-related skills desired by future employers. To explore the use of simulation, this article will examine the development and the advantages and disadvantages of using a fantasy football league to enhance comprehension of sport marketing concepts.