Sport Marketing Research Institute

The Sport Marketing Research Institute (SMRI) seeks to enrich the learning experience of graduate students studying sport administration by conducting field research for sport enterprises. Toward this end, the SMRI provides research opportunities for both graduate students preparing for careers in sport management and organizations interested in the business of sport.

Centers & Institutes

Mission & Vision

The Sport Marketing Research Institute (SMRI) at the University of Northern Colorado was founded in an effort to advise sport enterprises on how to understand, develop, and deliver on specific marketing strategies. SMRI provides high-quality research opportunities for graduate students preparing for careers in sport management and organizations in need of management assistance. The institute is uniquely organized to provide high-quality services from qualified student researchers with backgrounds in sport marketing and various research methodologies. The use of student researchers has attracted national organizations, such as the United States Olympic Committee, which have partnered with us in large part due to our organizational structure and commitment to supporting student research initiatives.

Our Strengths

  • Researchers are graduate students from a nationally recognized sport management program
  • Highly qualified faculty researchers with extensive research experience
  • Ability to provide high-quality service at low cost due to low overhead
  • Serves philanthropic interests of companies that want to support education
  • Experience with local and national sport organizations

Offered Services

Areas of expertise are broad given the makeup of our faculty and staff who all have experience in both the industry and academic setting. SMRI has provided research services for a variety of organizations and we are always eager to partner with entities who wish to support student-led research in higher education. For more information or specific inquires related to SMRI, please contact Dr. Alan Morse.

  • Economic Impact Studies
  • Market Research
  • Sponsorship/Promotion Assessments
  • Data Collection and Analytics

Research Activity

The Sport Marketing Research Institute at the University of Northern Colorado has engaged in high-quality research with various organizations. A timeline has been provided below in order to inform you of the nature of some of our projects. To date, we have completed projects for 28 national governing bodies, including USA Swimming, Boxing, and Volleyball. The primary focus of these studies was to conduct market research so that the entities may better understand their athletes and fan base. In addition, we have also worked alongside various non-olympic organizations, including the YMCA of the Rockies, Budweiser Events Center, and University of Northern Colorado Athletics. We are committed to providing services that are completed in a professional and timely manner in an effort to fulfill the expectations of our partners. For more information on our services and how we may be able to benefit your organization, please contact Dr. Alan Morse.

USA Synchronized Swimming - Market Research

To obtain a profile of demographics, member behavior, purchase intention, and lifestyle information for current members of USA Synchronized Swimming. Information from this study was used to assist staff members in educating potential sponsors based on empirical data about USA Synchronized Swimming’s members so sponsors could best leverage their association with the organization.

USA BMX - Market Research

The purpose of this research was to obtain a profile of demographics, member behavior, purchase intention, and lifestyle information from the members and consumers of USA BMX. Information obtained from this study was used to provide USA BMX and their sponsors with a comprehensive and easy-to-read document that allowed both parties to effectively evaluate their investment.

United States Olympic Committee - Summary Report

This research was geared toward understanding market demographics of members associated with the following sports: boxing, curling, cycling, diving, fencing, field hockey, luge, rowing, softball, speed skating, table tennis, taekwondo, triathlon, volleyball, water polo, and wrestling.

Our Team (Placeholder)