I believe price has the most influence on the other elements of marketing. With price, you are positioning your product in a certain way and creating a perception with stakeholders (fans, media etc.) that your product is worth paying for more than other products. Sport Marketing highlights this phenomenon of price in Chapter 15, stating that consumers paid more for a more upscale workout facility's racquetball classes in town versus going to the YMCA, who had offered this for years. People will pay more if they think the place is high-quality, and this seems a small part of the reason why teams that build new arenas are able to charge higher prices for their season and single game tickets. Lambeau Field, which went under renovation recently, has turned its football stadium into an epicenter of entertainment, also known as Title Town. Sports Marketing also explains how price determines the profit margin on the product and the promotional budget. When an organization is able to sell tickets, merchandise, and other part of fan experience at higher prices, they can then take that money and use to create better programming, promotional activities, and larger sponsorship deals. Smaller companies who have lower budgets have to opt for smaller amounts of advertising on platforms that are much more cost effective. Likewise, price intertwines with public relations in the sense that a perception exists amongst fans depending on the price and their perceived value of a sport product they are consuming. A fan's willingness to pay for a Golden State Warriors ticket is far different than a Phoenix Suns ticket based not just on the product, but how that product is received by other consumers. The Suns' organization and owner has had a few run ins with fans and has had trouble getting buy in from city officials as well in regards to a new arena renovation. The Warriors owner Joe Lacob has had no trouble getting the Chase Arena built with its own private money, acquiring top-tier talent on coaching staff and roster, and making the Warriors one of the most popular teams in the last decade an respected by fans and brands looking to work with them. I think the future for sports marketers will include even more technology inside stadiums and at home to view sports. (Think augmented reality) There will be an infinite amount of data available to marketers as venues embrace this push for mobile-friendly experiences and faster technology. I believe fans will be able to do everything from buy food, find parking and merchandise all from within an arena without moving from their seat. You are seeing sports teams even sign deals with secondary ticket providers, as the Cowboys did with Seat Geek. The major media rights deals that are pending for 2022 are going to be fascinating to execute. Netflix, Google, Facebook, Microsoft and Twitter are five properties that have dabbled with sports and work with them now, but I fully anticipate the "second screen" to alter how people view sports and consume them. While these digital properties probably will not take the place of traditional TV, I think it will be a larger complement to media rights deals. More consumption in numerous places makes this puzzle of reaching the core consumer challenging, but just as exciting to figure out how best to reach an audience. Facebook and Twitter's stock will also rise because of it. More 2020 Crystal Ball predictions: Student-athletes will get the chance to negotiate their own deals with local brands, and this could help athletic programs empower its athletes to learn more about sponsorship, negotiation, and branding. By using this model, athletes can find out their worth according to the revenue they help generate and alleviate the issue of schools having to figure out who should they pay and how much.