Abstract
Minor professional sport in North America includes the many leagues that are not part of the “Big Five.” For these leagues, ticket sales, especially season ticket sales, are one of the major sources of club revenue. Segmenting customers into homogenous groups is well established as an effective means to render efficient marketing. In addition, market segmentation has been well researched in a variety of contexts; however, further research in the area of minor professional sport in North America will advance our knowledge and offer practical value to practitioners. Therefore, this research, in collaboration with a minor league professional sport club, provides a framework for season ticket holder segmentation application by minor professional sport leagues and clubs, and offers practical recommendations to reach niche markets.
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