College and Amateur SportsChapter 2

Effects of Collegiate Sports

• Economic• Products and services• Hotel rooms• Restaurants• Gas stations• Shopping malls

• Public image of team (school)• Winning team• scandals

Rules and Rankings

• NCAA (National Collegiate Athletic Association)• Governing body of most college and university athletic

programs• Creates and enforces guidelines and rules that schools must

follow in order to remain in good standing• Recruitment• Gender equity• Scholarships• Gambling prohibitions• Ethical issues

Rules and Rankings

• NCAA• Overall goal = promotion of college athletics• Integrity of athletes and their game• Joining:• Obtain accreditation by the recognized accrediting agency of

region• Offer at least four intercollegiate sports for men and four for

women (one in each traditional season)• Comply with all NCAA rules• Cooperate with the NCAA enforcement program and accept

penalties imposed by that program

• Magnet for important sponsors

College Team Rankings

• Sports magazines and nationally recognized sports enthusiasts determine college team rankings based on:• Past performance• Talent• Team schedules• Personal preference

• First rankings occur prior to each season• Distributed in many sporting magazines• Pages filled with advertisements

College Team Rankings

• Why so much emphasis?• Promotion of team going into season• Excitement• Fan loyalty• National respect• Television schedules

• Post-season bowl games• Money for school• Sell out venue• Money for the bowl and host cities

• Rising coaching salaries• Lingering effects of a championship• Recognition• Recruitment• Sportswear• memorabilia

Market Segmentation

• Market Segment—group of individuals within a larger market that share one or more characteristics• Geographic—physical location• Demographic—income, profession, gender, and education• Psychographics—attitudes, lifestyle choices, emotions• Product usage—what products you use, how often, and why• Benefits derived—value customers believe that they receive

from a product or service

• Used to improve business decision making

Women’s College Sports

• Women have been playing collegiate sports for decades• 1981—NCAA added 19 championship events• 1987—NCAA created Women’s Enhancement Program• Opportunities for women• Post-Graduate Scholarships• Internships at the NCAA national office• Career help for women who want to continue in intercollegiate

athletics after their playing eligibility is over

Women’s College Sports

• Increased Fan Support• Marketing Opportunities• Clothing • Beauty products• Jewelry• Soccer shoes• Basketballs• Golf clubs• State-of-the-art bats• Racing bikes

Old marketing school of thought—could only market these things to women

Current marketing trends for women and girls

Economic Impact of College Athletics

• Benefits to the Community• Restaurants/bars• Hotels• Stores• Gas stations• Souvenir shops• Shopping malls• Car dealerships

• Stadium Business• Higher prices for food and beverages• Gift shops• Restaurants/Bars

Economic Impact of College Athletics

• Sponsorships• Financing and generating revenue for college programs• NIKE, Adidas, Converse• Visible during sporting events and televised post-game interviews

• Promotional strategies—corporate sponsors• Half-court shots during half-time• Banners/signs• Sun visors• T-shirts

• Create good will among fans

Economic Impact of College Athletics

• Licensing• Legal right to reproduce a team’s logo in exchange for payment• Protects the use of the athletic department’s name and symbols• Ensures that the public can properly identify and associate logos on

products bearing the institution’s marks• Provides income to the university for each product sold• Clothing• Posters• Sunglasses• Video games• Software• Rugs• photographs

Economic Impact of College Athletics

• Conference Realignment• Conference—group of collegiate athletic tames within the

same region• Created to have playing associations of manageable sizes• Created to be able to assign competing teams in an organized

and fair manner

http://espn.go.com/college-football/conferences • Conferences are realigned to increase revenue and exposure• Create new rivalries• Increase excitement• Increase marketing opportunities• Increase television share

Amateur Sports

• Amateur Athlete• Someone who does not get paid but plays for enjoyment,

challenge, or both• Can be any age or gender• Physical challenges are not prohibitions

• Amateur sports have grown tremendously over the last few decades• Family social lives—soccer, basketball, baseball, softball,

volleyball, lacrosse• Senior Citizens• Special Olympics• Wheelchair sports

Amateur Sports

• Marketing and Sponsoring• Companies make and sell:• Equipment• Uniforms• Shoes• Lawn chairs• Portable stadium seats• Coolers

• Companies research:• Spending habits• Trends in sports• Travel habits – minivan/SUV –carry team members and

equipment

Amateur Sports

• Local Promotion• Fundraising charity events:• Marathons• 3Ks, 5Ks, 10Ks• Polar Plunge• Tour de Cure

• High School Athletics• Business sponsorships• Tournaments• Weekend life

• Local Teams• Little league• Soccer

• Travel Teams• Business sponsorships• Weekend life• camps

Amateur Sports

• Economic Benefits• Money spent at games• Sports boosters clubs• Little league clubs

• Money spent at local businesses• Money spent at hotels• Money spent for camps/lessons

• Other Benefits• Goodwill• Enjoyment of game• Mental and emotional support of athletes