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This profile was last updated on 12/7/15  and contains information from public web pages and contributions from the ZoomInfo community.


Phone: (914) ***-****  
Sports and Leisure Research Group
445 Hamilton Avenue Suite 1102
White Plains , New York 10601
United States


Employment History

Board Memberships and Affiliations


  • M.B.A.
    The Wharton School of the University of Pennsylvania
  • Tufts University
  • MBA
180 Total References
Web References
EWGA Foundation Board of Directors | ewga, 25 Oct 2015 [cached]
Jon Last
President, Sports & Leisure Research Group
Sports and Leisure Research Group, 19 July 2015 [cached]
SLRG President Jon Last shares his thoughts on why marketers may be trying too hard to resonate with millennials with Research Business Daily Report's Bob Lederer.
In his June, 2015 posting, SLRG President Jon Last reflects on how his recent attendance at a rodeo event reinforced some of the foundations of effective event based sports marketing.
Read More > 10 Most Innovative People in Golf Marketing May 21, 2015
Golf, Inc.'s May/June review of some of the more innovative marketers in the game of golf features coverage of SLRG's research partnership with client Scottsdale CVB as well as perspective from SLRG President Jon Last on the effective utilization of custom marketing research.
Read More >
In his April 2015 Media Post, Marketing: Sports column, SLRG's Jon Last speaks to the huge opportunities in marketing sports related travel and ways in which those promoting it can resonate with this lucrative target.
Read More > Golf Inc. - 2014: Mega-deal year April 6, 2015
Golf, Inc's coverage of a trend towards large scale golf course acquisitions includes a quote from SLRG President Jon Last.
Read More > Don't Try To Turn An Aircraft Carrier On A Dime March 22, 2015
In his March 2015 Marketing: Sports posting, SLRG President Jon Last speaks to the limitations of trying to drastically reposition a brand through sports and advocates on how good research can prevent such costly errors.
Read More > PGA Tour Courts Millennials on YouTube February 22, 2015
In his February 21 Golf Business column, The Wall Street Journal's John Paul Newport assesses the impact of the PGA TOUR's new Skratch TV initiative, with comments from Sports and Leisure Research Group President Jon Last.
SLRG President Jon Last offers thoughts on the intriguing marriage of Under Armour and Muhammad Ali in a provocative Marketing Daily Piece
SLRG President Jon Last weighs in with his thoughts on the potential impact of the spot.
In the January Marketing: Sports, SLRG President Jon Last speaks to a number of fan behavior trends that will impact sports marketing in the year ahead.
In his December Media Post item, SLRG President Jon Last speaks to the marketing lessons that can be learned with the recent elimination of the football program at University of Alabama at Birmingham.
Read More > 'Chevy Guy's 15 Minutes of Fame Should Teach Us Some 'Stuff' About Good Sports Marketing November 10, 2014
In his November, 2014 Media Post column, SLRG's Jon Last speaks to how an uncomfortable moment during a sponsorship activation, may have actually created marketing gold for Chevrolet.
Read More > From The 'Me' Generation To The 'Pay Attention to Me' Generation September 13, 2014
In his October, 2014 Media Post column, SLRG President Jon Last speaks to some cross generational similarities between baby boomers and millenials and the implications for sports marketers.
Read More > Why Multi-Generational Marketing Could Be The Next Big Thing September 9, 2014
In his September 2014 Media Post: Marketing Sports column, SLRG President Jon Last speaks of the opportunities that multi-generational marketing present for sports properties.
Read More > The Sport of Naming Rights September 8, 2014
SLRG President Jon Last's keynote remarks at the Summer Financial Communications Society breakfast are highlighted in a look at the financial services community's involvement in a proliferation of sports venue naming rights deals.
Read More > Nascar Sends Fans Into Battle to Expand Its Racing Empire August 25, 2014
SLRG President Jon Last adds perspective to Stuart Elliott's assessment of the marketing push behind NASCAR's new Chase for the Sprint Cup.
In this month's Media Post column, SLRG President Jon Last speaks to how sports properties and activating brands need to go beyond a sea of data to make their activation proposition truly come alive.
SLRG President, Jon Last is quoted in the article.
Read More > Brainstorming Golf's Future July 10, 2014
The Summer 2014 issue of Golf, Inc features perspectives on the state of the game from SLRG President Jon Last and other "creative minds" in the industry.
In his July, 2014 Media Post: Marketing Sports column, SLRG President Jon Last speaks to what research has shown to be the true reasons behind slow ticket sales or poor fan engagement.
Read More > The Sky is Not Falling June 16, 2014
Coverage of SLRG President, Jon Last's keynote presentation at The International Network of Golf conference.
In his June Media Post column, SLRG President Jon Last puts to rest some of the unwarranted panic that has beset mainstream media reports on the golf industry.
Jon Last speaks to SLRG research citing the momentum building for the NHL and how the marquis match-up between the New York Rangers and Los Angeles Kings, can potentially spur increased ad revenue and fan interest for the league.
SLRG President Jon Last's April Media Post Marketing: Sports speaks to how baseball's opening day is a microcosm of sports marketing, in general.
Macali Communications President Kevin Donnellon's March 27, 2014 post on the value of thought leadership is an insightful take on the collective power of collaboration with experts, and includes a reference to SLRG's Jon Last.
Details on SLRG President Jon Last's upcoming keynote at the 2014 International Network of Golf Conference in June.
Read More > Pay Attention To Me! Why 'Participatory Fandom' Can Be A Game Changer March 10, 2014
In his March 2014 column, SLRG President Jon Last speaks to the impact and importance of good customer relationship marketing strategies in sports.
Read More > The Intersection of Sports Business Insights & Strategy February 26, 2014
Macali Communications, Feb. 26, 2014 blog post features an interview with SLRG's Jon Last. Jon addresses key insights on sports marketing issues and opportunities in the year ahead, driven by recent SLRG research.
Read More > Breaking Through Amidst The Avalanche February 12, 2014
In the February 11, 2014 Media Post: Marketing Sports, SLRG President Jon Last offers some insights from recent research on sports fan media usage that has somewhat counter-intuitive implications for brands activating through sports.
In his January 2014 Media Post column, SLRG President Jon Last provides a look ahead at some of the sports marketing news stories that will shape the year ahead.
SLRG President Jon Last's perspectives on the state of the golf industry and player development efforts are included in this cover story on the evolving role of golf as a key component of corporate meetings.
The November 26th issue includes coverage of SLRG President and EWGA Board member Jon Last's white paper on the outlook for sports travel in 2014. The brief whitepaper was presented as part of the recent TTRA/US Travel Association Market Outlook Forum in Chicago.
Read More > POV: A Unique Inflection Point for Sports Media/Communications Strategies November 20, 2013
As referenced below in our recap of recent research of interest and in SLRG President Jon Last's November Media Post column, 2013 has afforded us numerous opportunities to examine the evolving ways in which consumers engage in various sports and leisure related communications.
In November's column, SLRG President Jon Last speaks to how the proliferation of vertical sports media has presented new strategic necessities for sports marketers looking to optimize the impact and effectiveness of their communications with sports fans.
In the October 2013 Media Post, SLRG's Jon Last laments the death of EA Sports' college football game franchise as a possible foreshadowing of how the legal turmoil swirling around the NCAA could erode the brand's equity.
SLRG President Jon Last is quoted in this thoughtful look at how the landscape is changing for resort marketers.
In this month's post, SLRG President Jon Last recalls some of the more memorable promotions and what sports marketers can learn from them.
Read More > Marketing In The Era Of The Modern-day 'Joe Hardy' August 13, 2013
In his August, 2013 posting, SLRG President Jon Last offers perspective on the marketing implications of the PED scandal in MLB as well as the litany of sensationalistic off-field stories on high profile athletes.
But, as SLRG President Jon Last explains in his July 2013 Media Post commentary, that doesn't necessarily lead to better strategic decisions, unless sports marketers can navigate th
EWGA's BOD, Jon Last, honored by Golf, Inc. Magazine | News, 25 Oct 2015 [cached]
EWGA's BOD, Jon Last, honored by Golf, Inc. Magazine
Jon Last EWGA (Executive Women's Golf Association) Board of Director, Jon Last, was in Golf, Inc. Magazine's recent listing of the eighteen most innovative people in the golf industry included the likes of a number of leaders in golf facility development and management. But rounding out the list was a marketing researcher-Sports and Leisure Research Group Founder and President, Jon Last. As one more used to creating lists than being included on them, Last was surprised to be selected from among an extensive group of several hundred nominees. Said Last, " I feel that our firm's commitment to rigorous research standards coupled with an insatiable appetite to translate our findings into something that our clients find meaningful and actionable is a necessity in this world of data overload.
by Jon Last, Yesterday, 10:00 ..., 11 Feb 2014 [cached]
by Jon Last, Yesterday, 10:00 AM
Jon Last is president of Sports and Leisure Research Group, a marketing research consultancy. A past national president of the Marketing Research Association, Last serves on the boards of MRII, CMOR and the Executive Women's Golf Association.
With over 20 years of management ..., 23 Dec 2013 [cached]
With over 20 years of management experience, Jon Last is founder and President of Sports and Leisure Research Group, a White Plains, NY based full service marketing research consultancy that supports leading brands in sports marketing, travel, media and leisure categories. Last’s previous experience includes more than seven years as Vice President of Corporate Marketing, Research and Brand Development for Conde Nast’s Golf Digest Companies division. At GDC, Last built a full service marketing research, relationship marketing and strategy firm that was leveraged to drive over $30 million of advertising revenue annually and emerged as a leader in supporting marketers in golf and travel. Prior to leading GDC’s marketing efforts, Last served in senior marketing and strategic planning roles within the leisure and sports industries. At the PGA of America, Jon developed and managed all marketing research, including initiating the All About Golf series of consumer segmentation studies that received national attention in The Wall Street Journal and American Demographics. He also oversaw marketing and retailing activities surrounding the PGA Championship, Ryder Cup Matches and PGA Golf Expositions. Jon has also overseen loyalty marketing, E-business, marketing research and product management for a leading cruise line. A frequent speaker at national industry conferences and a recognized expert in the sports, travel and media research space, Jon Last currently serves on the national boards of directors for Marketing Research Institute International (MRII), The Executive Women's Golf Association (EWGA), Council for Marketing and Opinion Research (CMOR) and is past president of the Marketing Research Association (MRA). He received MRA's national Award of Excellence in 2004. Last holds an M.B.A. from The Wharton School of the University of Pennsylvania and is a magna cum laude graduate of Tufts University. Sports and Leisure Research Group plays a pivotal role in providing marketing professionals with the most extensive customized research and consulting services available.
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