The Sports Marketing Career of “Tex” Rickard


Library of Congress, Prints & Photographs Division

Born in 1870, George Lewis “Tex” Rickard’s career path was far from traditional. He served time as a Texas marshal, prospected for gold in Alaska, founded both the South America Land and Cattle Company and the Rickard Texas Oil Company, and famously promoted boxing across the United States. But according to Chad S. Seifried and Ari de Wilde in their article “Building the Garden and Making Arena Sports Big Time: ‘Tex’ Rickard and His Legacy in Sport Marketing” from the Journal of Macromarketing, Rickard also made important contributions to the field of sports marketing decades before it was thought to exist.

The abstract:

Foreshadowing the beginning of the Great Depression, George “Tex” Rickard succumbed to appendicitis in 1929. A leader and representative of sport marketing during the 1920s, Rickard altered the urban landscape in American cities by definitively showing that promoters could use sports in arenas (i.e., indoor) to help those venues be economically viable through the production of awe-inspiring spectacles. In this article, the authors critically examine sport marketing as a tool to JMMK_new C1 template.inddhelp reframe the career of Tex Rickard and ultimately the development of Madison Square Garden III in the context of macromarketing. This historical and illustrative case study will also demonstrate that sport marketing is somewhat different than traditional marketing through an emphasis on media and community relations. Finally, we will show how Rickard made use of the traditional “marketing mix” (i.e., place, price, promotion, and product) to capitalize on the urban setting and other strategies employed to promote products and services.

You can read “Building the Garden and Making Arena Sports Big Time: ‘Tex’ Rickard and His Legacy in Sport Marketing” from Journal of Macromarketing for free by clicking here. Want to know about all the latest research like this? Click here to sign up for e-alerts from Journal of Macromarketing!

This entry was posted in Careers, Cultural Research, Entrepreneurship, Macromarketing, Marketing, Media, Social Impact, Strategy and tagged , , , , , by Cynthia Nalevanko, Senior Editor, SAGE Publishing. Bookmark the permalink.

About Cynthia Nalevanko, Senior Editor, SAGE Publishing

Founded in 1965, SAGE is the world’s leading independent academic and professional publisher. Known for our commitment to quality and innovation, SAGE has helped inform and educate a global community of scholars, practitioners, researchers, and students across a broad range of subject areas. With over 1500 employees globally from principal offices in Los Angeles, London, New Delhi, Singapore, Washington DC, and Melburne, our publishing program includes more than 1000 journals and over 900 books, reference works and databases a year in business, humanities, social sciences, science, technology and medicine. Believing passionately that engaged scholarship lies at the heart of any healthy society and that education is intrinsically valuable, SAGE aims to be the world’s leading independent academic and professional publisher. This means playing a creative role in society by disseminating teaching and research on a global scale, the cornerstones of which are good, long-term relationships, a focus on our markets, and an ability to combine quality and innovation. Leading authors, editors and societies should feel that SAGE is their natural home: we believe in meeting the range of their needs, and in publishing the best of their work. We are a growing company, and our financial success comes from thinking creatively about our markets and actively responding to the needs of our customers.

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