Heath McDonald

Dean of the School of Economics, Finance & Marketing at RMIT University. Studies consumer behaviour in relation to sports, arts and charities. President @SMAANZ

[Heath McDonald @prof_hmcd]

@RalphyHeraldSun @FOXFOOTY Meek by name…

[Heath McDonald @prof_hmcd]

@andrewjnorton @NonwayneWayne @EmmettStinson Would be interesting to see those numbers expressed as share of total salaries then.

[Heath McDonald @prof_hmcd]

@RicFinlay Any ideas why 2003 and 2020 were so
much higher? They skew the data.

[Heath McDonald @prof_hmcd]

@UQuireve @PaulineHansonOz Correct

[Heath McDonald @prof_hmcd]

@KatyKray73 Looks great

[Heath McDonald @prof_hmcd]

@markhunt1974 Doing it for the fans as well - they love these guys and want to see them do well post-career.

[Heath McDonald @prof_hmcd]

At a time when subscriptions markets are changing very fast, its worth acknowledging just how well the AFL - Australian Football League has managed its season ticket products over the years. Some comments from me here, putting context around some seemingly weird tactics clubs use

[Heath McDonald @prof_hmcd]

@ginacarano @espnmma @danawhite Madness. Huge contribution not only to MMA but to women’s sport generally.

[Heath McDonald @prof_hmcd]

@RalphyHeraldSun Tough suggestions?

[Heath McDonald @prof_hmcd]

With Breaking now in the Paris Olympics, can this now take its rightful place amongst the greatest sporting films of all time? #electricboogaloogold

[Heath McDonald @prof_hmcd]

Dreading footy season? Having very wide distribution brings many benefits, but your product becomes hard to avoid. In categories like pro sports, this can lead to active "anti-brand communities" forming. @HunterFujak and I explain: https://t.co/0H5mx4XdGA via @ConversationEDU

[Heath McDonald @prof_hmcd]

@DrBDT @JAJensenPhD It is for light users

[Heath McDonald @prof_hmcd]

@sportmarketing9 Zhang also dominated in her defence of her Strawweight belt, landing a record 296 strikes to 29!

[Heath McDonald @prof_hmcd]

@sportmarketing9 Not the highlight I would’ve chosen! Full fight is available on YouTube, as is the 15 round classic Duran vs Leonard.

[Heath McDonald @prof_hmcd]

@DrSarahWymer Thanks Sarah - definitely a lot more to this story !

[Heath McDonald @prof_hmcd]

@SiempreSeattle Correct

[Heath McDonald @prof_hmcd]

@DrJS_Clark I’d argue that’s not the prevailing view in academia or practice, John, but I agree with you. We found almost no studies of ‘light users’ in sport and very few practical examples until recently.

[Heath McDonald @prof_hmcd]

@RonniSalt You are not alone!

[Heath McDonald @prof_hmcd]

We often think of sport consumers as intensely passionate, but most are not. Our new paper looks at the different types of light users of sport (non-fans) and how to appeal to them to grow your brand. Free access:

@DrJRetail @ThiloKunkel
https://t.co/zcRIsWjPet

[Heath McDonald @prof_hmcd]

@Jason_Doyle1 Thanks Jason!

[Heath McDonald @prof_hmcd]

We often think of sport consumers as intensely passionate, but most are not. Our new paper looks at the different types of light users of sport (non-fans) and how to appeal to them to grow your brand. Free access:

@DrJRetail @ThiloKunkel
https://t.co/zcRIsWjPet