| Local governments have spent an estimated ;The first study is a qualitative examination of community expectations related to hosting the Corpus Christi Hooks, the double-A affiliate of the Houston Astros. Using media and public document analysis, participant observation, and stakeholder interviews, the following categories of benefits were identified: economic development, community self-esteem/image, entertainment/leisure, and social welfare. The community successfully leveraged the baseball referendum to pass broader economic development and affordable housing measures. The city also has developed a successful event attraction strategy around its professional sport facilities and has experienced improved community self-esteem. However, the city has done little to leverage the team, and expected benefits have failed to materialize.;The second study explores the process of sport team leverage. Using an action research approach, the efforts of a community health coalition to partner with the Hooks to address obesity prevention through a cause-marketing program was examined. Professional teams have a range of unique assets to contribute to a cause-marketing program. In this case, the team was reluctant to contribute its assets to the program. Consequently, the partnership resulted in a limited community relations program that failed to fully deliver benefits to the health coalition and the team. The following factors were identified as affecting the team's involvement: the issue's importance and salience, competition among local nonprofit organizations, the coalition's leadership and brand equity, and the team's stability and resources. |
