Business administration graduate Vishal Kolar '16 recently presented his senior capstone research project "Expansion of Brand Value: A Case Study of an AFL Franchise" along with Associate Professor of Kinesiology and Nutrition Science Kathy Barlow at the North American Society for Sport Management (NASSM) annual conference in Orlando, Florida.
Their research examined the Los Angeles KISS arena football team as non-sport corporate parent brand that extended its brand in the formation of a sports team. For this case study, Kolar attended games, conducted interviews with the top executives of the LA Kiss and performed a historical review of arena football in Los Angeles.
The presentation focused on the entertainment value of the arena football league and how teams are differentiating themselves in regard to in-game theatrics that appeal to the general consumer. While winning is the main priority for league franchises, the research identified a different measure of success.
Kolar has experience in sports broadcasting and film production, as he has written films for Academy Award Winner John G. Avildsen (Rocky, The Karate Kid) and Emmy-Winner Susan B. Flanagan (Overhaulin’). On the sports side, he served as the president and chief broadcaster for Whittier College Sports Network, where he facilitated the major sports broadcasts (football, basketball, baseball) for the College and called the games as the play-by-play commentator.
Barlow is the director of the Sport Management emphasis in the Kinesiology and Nutrition Science department. She also teaches methods courses for Elementary and Adapted Physical Education.
Read more about the academic presentation.
