MARKETING PLAN

EXPERIENCE IT LIVE!

Prepared by: C. Noel Anderson IIIFebruary 28, 2011

TABLE OF CONTENTS

SECTION PAGE

Executive Summary 3

Introduction 3

Situational Analysis 4

Marketing Goals & Objectives 10

Marketing Strategy 12

Marketing Tactics 13

Implementation & Control 14

Appendix 15

References 16

2

EXECUTIVE SUMMARY

This marketing plan focuses on the 2012 NCAA Final Four travel packages provided by Premiere Global Sports. Premiere Global Sports is a worldwide leader in sports travel and hospitality and the Final Four is one of its most important events. In this marketing plan strategies and tactics are outlined to help Premiere Global Sports generate more revenue, travel more passengers, and sell more corporate group packages than ever before. These strategies and tactics are developed only after careful analysis of Premiere Global Sports strengths, weaknesses, opportunities, and threats as well as their competition and target markets. Premiere Global Sports main point of distribution is via the website www.sportstravel.com and for this reason, the marketing tactics focus on driving traffic to that website to get customers to the point of purchase. All of the marketing strategies are very specific and easily measured in order to make it possible to judge success upon the completion of the product’s life cycle. Premier Global Sports encourages its customers to EXPERIENCE IT LIVE!

INTRODUCTION

Mission Statement

Premiere Global Sports mission is to offer our customers affordable, convenient, and above all unforgettable experiences. This is done by finding new ways to enhance our customers’ travel experience by providing attention to detail and excellent customer service while providing the most economical pricing. Premiere Global Sports ensures each customer’s satisfaction by providing top-notch service and unsurpassed quality. To guarantee that each customer receives an unforgettable and reliable experience, Premiere builds relationships with top organizations around the world. At Premiere Global Sports, we make once in a lifetime opportunities possible!

Background

Premiere Global Sports is the parent company of Premiere Sports Travel, myRaceTravel.com, Premiere College Sports, and Premiere Corporate Events. In 1997, college roommates Brian Wilder and Scott Jerrnigan decided to put their passion for live sporting events to work and founded sportstravel.com. A company that started out as nothing more than a hobby has now evolved into the leading consumer sports travel company in the world.

3

Premiere Sports Travel focuses on consumer/retail travel to sporting events around the globe. From the Masters and the Kentucky Derby to the Super Bowl and every NASCAR event, Premiere Sports Travel provides fans with the chance to experience the best sporting events in the world. Premiere Sports Travel also operates Tickmaster’s VIP program. Premiere Sports Travel uses only the best hotel and transportation providers for sports fans, but is also able through these trusted partnerships to offer travel packages at the most affordable and industry-leading prices.

myRaceTravel.com is owned by the International Speedway Corporation (ISC) and is operated by Premiere Global Sports. It is the official travel provider of every ISC Track including Daytona International Speedway. myRaceTravel.com has benefited from the partnership with Premiere Sports Travel by being able to offer race fans the best hotels and ground transportation available at the best prices.

Premiere College Sports was founded as Dodds Athletic Tours in 1993 and then merged with Premiere Sports Travel in 2005. Premiere College Sports is the official travel provider of the alumni associations from the following universities and colleges: Akron University, Clemson University, East Carolina University, NC State Universiy, Nebraska University, University of Miami (FL), and University of Wisconsin. Premiere College Sports arranges travel for alumni and fans from these universities to college football and basketball events across the United States.

Premiere Corporate Events helps Fortune 1000 companies around the world reward their employees and build company unity by providing hospitality and travel at the world’s largest sporting events.

SITUATIONAL ANALYSIS

Internal Analysis

Premiere Global Sports’ most important strength is the quality and experience of its personnel. The staff at Premiere Global Sports has provided travel to every major sporting event in the world including the Super Bowl, The Olympics, The World Cup, and The Kentucky Derby. Years of experience providing travel to these events make the staff at Premiere Global Sports able to handle any situation that may arise.

Another strength is the relationships with top vendors in the market. Premiere Global Sports maintains strong relationships with top hotels and resorts around the world to provide clients with the best possible accommodations. Premiere also works with the finest transportation companies across the globe to ensure that clients get to the events quickly and safely. These strong relationships mean that clients get the best service at the best price and these relationships will be in place for years to come.

Another strength of Premiere Global Sports is the www.sportstravel.com website. This website provides customers with an easy access point to plan and purchase their travel packages. The website is easy to use and easy to find using any major search engine.

4

The website provides information and pricing on every package as well as seating charts for every sports venue and information on every hotel that Premiere uses. Easy to use links for travel insurance and custom packages are also available on the website. Recently, Premiere has also started integrating Facebook and Twitter social networking sites with the main website. Purchasing a package on the www.sportstravel.com website could not be more simple. A customer simply chooses the package that best suits their needs, selects the number of passengers, adds any tour add-ons or special requests, and then proceeds to check out. A non-refundable deposit is due at the time of booking and the remaining balance is automatically charged to the credit card used for the deposit approximately 45 days prior to the event.

One other major strength of Premiere Global Sports is the working relationships with major travel agencies. Travel agents love using Premiere because Premiere does a lot of the work they would normally have to do. We plan the trip, arrange the accommodations, and procure the tickets. The travel agents can book their clients with us and still make commission on the package. Premiere Global Sports is a recognized member of several travel associations including Virtuoso, Tour Operators Program, the National Tour Association, and the Better Business Bureau.

No company or organization is without weaknesses and Premiere Global Sports is no different. The most difficult weakness that Premiere has faced is disconnection between the different offices and divisions of the company. The Premiere Sports Travel division and myRaceTravel.com are based out of Cary, North Carolina. The Premiere College Sports division has its office in Champagne, Illinois. Premiere Corporate Events has

5

headquarters in New York City and has another office in Cincinnati, Ohio. While email and telephone make communication between the divisions easy, there is still some disconnection between the different divisions and each division tends to operate in their own way.

Another potential weakness of Premiere Global Sports is its small number of employees. For a company that does as much business as Premiere does each year, it is incredible to think that there are only 60 employees total. This means long hours for most employees and also a very rigorous travel schedule. For this very reason, Premiere has to rely heavily on its relationships with local transportation companies to help provide staff at events.

External Environmental Analysis

There are many opportunities in the current market for Premiere Global Sports. One is the recent expansion of many professional sports venues. New stadiums like Cowboys Stadium in Texas and the New Meadowlands Stadium in New York/New Jersey are making it easier for more fans to see live sporting events. Older stadiums like Daytona International Speedway and event Churchill Downs in Kentucky have added extra seats to increase the number of fans that can watch the game. This means that there are more tickets on the market for these major sporting events and that gives Premiere the opportunity to sell more travel packages than ever before.

While the downturn in the economy over the past several years may seem like a threat to a travel company, it can also be seen as an opportunity. Two industries that were hit the hardest by the economy are airline travel companies and hotels. These industries have had to lower prices and has made travelling much more affordable. Hotels are much more willing to negotiate affordable group rates now than they were a few years ago. If purchased in advance, airline tickets can be found for the cheapest prices in years. The economy can pose a threat to Premiere Global Sports though. Many people have to budget their money more wisely in these tough economic times and spending a few thousand dollars to travel to a sporting event is no longer an option.

Another potential threat to Premiere Global Sports is the prevalence of credit card fraud. While Premiere follows all credit card security laws and has numerous measures in place to protect customer information, many would-be clients are scared off by the idea of paying with credit card over the Internet or even over the phone. Along with this threat is the recent ticketing crisis that took place at the BCS National Championship Game and the Super Bowl. At both games, there were several hundred people who purchased tickets, but upon arrival were told that they did not have seats to the game. For the BCS National Championship, this was because StubHub.com sold tickets to fans that they did not have in inventory. At the Super Bowl, weather caused delays in finishing temporary seating. These two events have deterred many travelers from purchasing tickets and travel packages.

6

One final threat is the advancement of technology. There are so many different ways to consume sports entertainment in this day and age. Fans can watch the game at home on a giant high-definition television (sometimes even in 3-D), at the airport on their laptop computer, or they can event follow updates on Facebook and Twitter. One of Premiere’s biggest challenges is figuring out how to get fans to understand that nothing can replace the feeling of being at one of these great sporting events.

Competitive Analysis

While Premiere Global Sports is the world leader in sports travel packages, it is not without its fair share of competition. One major competitor is Primesport. Primesport puts together travel packages very similar to the travel packages sold by Premiere Sports Travel. Primesport is also the official ticket/travel provider of the NCAA. It is interesting to note that for the 2011 Super Bowl, Primesport hired Premiere Sports Travel to develop and activate the official travel for the Pittsburgh Steelers and their season ticket holders.

Another competitor for Premiere Global Sports is Jetsetter. Jetsetter is an exclusive travel club that offers travel packages to high profile clientele. Jetsetter is unique in that it is an online club that requires monthly dues in order to be informed of exclusive travel packages. While Jetsetter does not specialize in sports travel, they do have travel packages to sporting events. Jetsetter also partnered with Premiere Global Sports for the 2011 Super Bowl to offer a wide variety of travel packages to the world’s most watched sporting event.

Aside from Primesport and Jetsetter, the main competition for Premiere Global Sports is individual travel agencies and small travel and tour companies. Many people may have a travel agent they work with on a regular basis to book their travel for any type of trip. For this very reason, Premiere Global Sports spends a great deal of effort on maintaining working relationships with travel agents across the country in an attempt to show them that travel packages through Premiere can make a travel agent’s job much easier.

Customer Analysis

Premiere Global Sports offers the widest variety of travel packages of any sports travel company. This means that the customer base for Premiere also varies. From families with small children going to see their first NASCAR race to elderly couples attending the Rose Bowl Game and Parade to support their alma mater, Premiere hosts almost every type of customer you can imagine. For the purposes of this marketing plan, we will focus our attention on the customers who specifically purchase the Final Four travel packages. (Note that all statistics in this section are taken from the Sports Business Research Network’s database on college basketball accessed on February 24, 2011.)

7

In 2009, 9,456,000 people attended college basketball games. 56.6% of that was male and the remaining 43.4% was female. The chart below shows the age breakdown of fans that attended college basketball games in 2009.

2009 Age Demographics of College Basketball Fans

16-3435-4950-6465+

This shows that a large portion of fans were of a teen to young adult demographic. Another key area to look at is the income level of fans that attended college basketball games in 2009. This is especially important when thinking about pricing the product.

2009 College Basketball Fans Salaries

Under $25,000$25,000 - $49,999$50,000 - $99,999$100,000 or more

8

Here we see that a very large percentage of fans that attended college basketball games in 2009 earned $50,000 or more per year. Another great statistic to measure is the geographic location of college basketball fans. The chart below shows how fans breakdown by region.

2009 College Basketball Fans by Ge-ographical Region

NortheastNorth CentralSouthWest

This chart confirms that conferences from the South and North Central regions of the United States have the largest number of fans attending their games. It is also important to see how often fans attend college basketball games. See the chart below.

2009 College Basketball Attendance Frequency

1 Time/Year2-4 Times/Year5+ Times/Year

9

This chart shows a surprisingly equal balance of attendance frequency. There are actually more fans that went to five or more games in 2009 than there are that went to only one game. It is also important to note that 44,944,000 fans watched games on television, 2,369,000 fans viewed games online using their computers and another 372,000 watched games using mobile devices. College basketball fans also spent $459,732,000 on sports logo apparel in 2009. The average person who attended five or more games in a year spent $132.90 on sports logo apparel.

How do all of these numbers apply to Premiere Global Sports and its Final Four packages? Premiere targets college basketball fans for its Final Four packages and specifically those who enjoy attending games. Due to the web-based nature of Premiere Global Sports business, it also targets fans that use the Internet on a regular basis and are comfortable making transactions online. As discussed earlier, Fortune 1,000 companies are also a major target market for Premiere, especially for the Final Four. Many Fortune 1,000 companies are looking for ways to reward their employees and treating them to a trip to a major sporting event, like the Final Four, is a great way to reward them and foster unity within the company. Also many companies are now using major sporting events and the surrounding events to build relationships with potential clients.

To summarize, Premiere Global Sports’ target market for Final Four travel packages are 18-49 year-olds, both male and female, who attend college basketball games, have an income over $50,000, and are Internet-savvy. Another target market are Chief Executive Officers of Fortune 1,000 companies that makes decisions on using company funds to reward employees and treat clients with trips and hospitality. Premiere Corporate Events will focus specifically on this target market. Premiere will also target alumni associations at major NCAA Division 1 institutions through the Premiere College Sports division. By splitting up the different market segments between divisions, Premiere Global Sports will be able to better market its product to the potential customers.

MARKETING GOALS AND OBJECTIVES

Premiere Global Sports sets quarterly goals for each division in two areas. The first is revenue measured in dollars. The second is number of passengers traveled. The 2011 First Quarter Goals for Premiere Global Sports are $4,826,913 in revenue and 6,176 passengers traveled. These goals are based on percentage increases from the same quarter in the previous year.

Premiere Global Sports also uses measurements of previous years’ events to set goals for specific events. The table below shows the revenue and passenger numbers for 2009, 2010, and 2011 for each Final Four package that was available.

Premiere Sports Travel - Final Four Revenue & PassengersPackage Revenue Passengers

10

FINAL FOUR 2009 - DELUXE MGM GRAND $165,029.00 65FINAL FOUR 2009 - HOTEL ONLY (CROWNE PLAZA) $1,280.00 1

FINAL FOUR 2009 - VALUE CROWNE PLAZA $55,043.00 282009 Totals $221,352.00 94

FINAL FOUR '10 - COURTYARD INDIANAPOLIS DOWNTOWN $40,466.52 25FINAL FOUR '10 - HAMPTON INN SOUTH $100,475.52 82

FINAL FOUR '10 - MARRIOTT DOWNTOWN $290,081.00 67FINAL FOUR '10 - PCE HOTEL ONLY $30,580.00 20

2010 Totals $461,603.04 194

FINAL FOUR '11 - DELUXE (HOTEL DEREK) $104,605.04 61FINAL FOUR '11 - STANDARD (HOTEL DEREK) $38,314.00 26

2011 Totals (Through 2/23/11) $604,522.08 87

Premiere’s policy is to focus on improving revenue and passengers traveled for each event from year to year. This policy holds true for the Final Four packages for 2012.

Another key objective for Premiere Global Sports is to increase the amount of return customers. Premiere has many repeat customers for NASCAR packages. In fact, one gentleman from Holland has already booked packages through myRaceTravel.com for six different races in 2011. These types of customers are very important to the success of the company and it is a major focus to increase repeat customers in other sporting events outside of NASCAR.

Similar to 2011, Premiere will feature two Final Four packages in 2012. One will be a “Deluxe” package that will feature the following:

Four night accommodations at a luxury hotel in New Orleans (Crowne Plaza or similar hotel) with check-in on Friday and checkout on Tuesday (extra nights available).

Upper level behind the basket ticket to the Semi-Finals and Championship games (upgrades available).

Round-trip transportation between the hotel and the games on Saturday and Monday.

Exclusive Cocktail Party with special guest appearance. Official Final Four Souvenirs. Premiere Global Sports credential holder and lanyard. Premiere Global Sports staff on-site to assist. All taxes and gratuities included.

There will also be a “Standard” package that will feature the items below: Three night accommodations at a deluxe hotel in New Orleans (Marriott or similar

hotel) with check-in on Saturday and checkout on Tuesday (extra nights available).

11

Upper level behind the basket ticket to the Semi-Finals and Championship games (upgrades available).

Round-trip transportation between the hotel and the games on Saturday and Monday.

Official Final Four Souvenirs. Premiere Global Sports credential holder and lanyard. Premiere Global Sports staff on-site to assist. All taxes and gratuities included.

The “Deluxe” package is positioned to be the top-of-the-line college basketball product offered by Premiere and along with the Super Bowl, Masters, and Kentucky Derby, the Deluxe Final Four Package is one of the Premiere’s “Special Events” that requires full payment 60 days prior to the event as opposed to the usual 45 day window. The “Standard” package is positioned as a no-frills option that gives fans all the benefits of going to the Final Four but at a more affordable price. The value proposition for Premiere’s Final Four packages is “Experience It Live!!!”

MARKETING STRATEGY

Premiere Global Sports will use five marketing strategies to achieve its marketing goals and objectives for the 2012 Final Four travel packages. These strategies are measurable and relate directly to the marketing goals and objectives of the company and are in concert with the research provided on the target market for these travel packages.

The first strategy is to increase Final Four travel package revenue 10% from 2011. This strategy is specific and easily measured in dollar amounts using the company’s tour reservation software, ProTour. This strategy refers back to Premiere’s objective to increase event revenue from year to year. While this strategy may seem strictly sales focused, revenue reflects the total amount of money earned from each package sold, which means that the product development department’s procurement of hotel rooms at good rates will also play a factor in achieving this strategy.

The second strategy is to increase Final Four passengers traveled by 10% from 2011’s results. Another objective for Premiere Global Sports is to increase the number of passengers traveled for each package from year to year. This strategy was developed with that goal in mind. This will be a key strategy to focus on because the number of passengers that traveled to the Final Four in 2010 is currently much higher than the number of passengers that have booked packages for 2011.

The third strategy focuses on keeping customers moving up the consumer escalator. As stated previously, Premiere is focusing on increasing the number of repeat customers. The strategy here is to sell ten 2012 Final Four travel packages to customers who have purchased a Premiere Global Sports travel package within the past year. Premiere’s tour reservations software called ProTour keeps records of all past reservations. When

12

a new reservation is keyed in for a previous customer, that customer is automatically marked as “repeat”. This software makes measuring this strategy very simple.

The fourth strategy is to sell five corporate groups through the Premiere Corporate Events division. This strategy plays a key roll in achieving the objective of increasing revenue for Final Four packages from year to year. Corporate groups can generate a large amount of revenue because of the larger number of passengers in the group and the larger amount of resources that a company has versus an individual or a family.

The final strategy helps to achieve each marketing objective for Premiere Global Sports. The final marketing strategy is to increase awareness about the 2012 Final Four travel packages among the target market. This increase in awareness will help increase revenue, number of passengers traveled, number of corporate groups sold, and number of repeat customers.

MARKETING TACTICS

The first marketing tactic is to use Google AdWords to increase awareness and in-turn generate revenue. Google AdWords is an online advertising tool that allows users to connect their website to searches of certain keywords in Google. Premiere Global Sports will use Google AdWords to connect links to its 2012 Final Four packages to searches for the following keywords: NCAA, Final Four, Basketball, Tournament, Sports Travel, Travel Package(s), and New Orleans. ProTour has the ability to track the lead source of web orders. This will gives Premiere the ability to see the amount of sales that came as a result of the Google AdWords tactic.

The second marketing tactic will also increase awareness in the target market. Premiere SportsTravel’s Facebook Fan Page will be used to advertise the Final Four packages for 2012. Facebook is the perfect social networking medium to use for the target market for this product. A very large percentage of the target market Permiere is internet-savvy and college degree holders. Facebook caters specifically to Internet users and was founded as a networking tool for college students and alumni. Fans of Premiere Sports Travel’s Facebook Fan Page will receive a message with an offer for a 10% discount on the purchase of a 2012 Final Four travel package with the use of a special code. This offer will only be valid for the first two months following the 2011 Final Four. Again, the use of the code will help track the number of sales that result from the promotion. We can also use the number of Fans of the page to track the increase in awareness of the packages. The initial promotion will be followed up by weekly page updates that promote discussion about college basketball and remind fans to book their 2012 Final Four packages as soon as possible. A copy of the text from the Facebook message is included in the Appendix.

The next marketing tactic focuses on the strategy of selling packages to ten previous Premiere Global Sports customers. Starting in November 2011, a monthly email will be sent out to all customers who purchased a 2009, 2010, or 2011 Final Four travel package. This email will update former customers about the elements of the 2012

13

packages, give them updates about the package prices and deposit amounts. Similar emails will also be sent to Premiere Global Sports customers who purchased a travel package to any college football bowl game in the 2010-2011 or 2011-2012 bowl season. These customers are obviously already fans of college sports and familiar with the Premiere Global Sports brand and they will now have the opportunity to learn more about the 2012 Final Four packages. Copies of the text from these emails are included in the Appendix.

The final tactic of this marketing plan takes aim at achieving the objective of selling five corporate group packages for the 2012 Final Four through Premiere Corporate Events. A brochure will be mailed or emailed to every Fortune 1,000 Company. This brochure will include the details of the travel package to the 2012 Final Four, how sports travel (specifically to the Final Four) can benefit the company, and how the travel package can be purchased. Premiere Corporate Events sales staff will follow up these mailings with calls and emails to get appointments for in-person sales pitches. A copy of the text for this brochure can be found in the Appendix.

Together these tactics help to achieve all of the marketing strategies outlined in the section above. Accomplishing the strategies will lead to successfully meeting the overall marketing objectives of the company as a whole.

IMPLEMENTATION AND CONTROL

Action Plan

The following schedule outlines the calendar of events for the action items from the marketing tactics for the 2012 Final Four travel packages.

April 2011 – Facebook 10% off promotion launched. April 2011 – Google AdWords campaign begins. June 2011 – Facebook 10% off promotion ends. July 2011 – Monthly Facebook page updates begin. July 2011 – Brochures mailed/emailed to Fortune 1,000 Companies. August 2011 – Follow-up calls/emails to Fortune 1,000 Companies. November 2011 – Monthly email blasts to former customers of Final Four

packages and bowl game packages begin. January 2012 – Sales appointments with Fortune 1,000 Companies scheduled. February 2012 – Final balance on all 2012 Final Four packages due. March 30th – April 3rd, 2012 – THE NCAA FINAL FOUR!!!

Budget

The budget for this marketing plan is fairly straightforward. $2,500 will be used toward the Google AdWords campaign. Facebook advertising costs nothing. Email blasts and maintenance of the database will cost $3,000. Finally, brochure publication and communications with Fortune 1,000 companies will be budgeted at $2,000. This brings the total budget to $7,500 for the marketing of the 2012 Final Four travel packages.

14

Evaluation

Evaluation of goals and objectives will be measured using specific details. Premiere Global Sports will run reports the week following the 2012 Final Four to show overall revenue for each Final Four package and compare that with previous years performance. ProTour will be use to run this report as well as report on the total number of passengers traveled for each 2012 Final Four package. ProTour is a valuable source because it can also be used to track how many of the Final Four packages were purchased by customers who clicked on Google AdWords links, Facebook Fan Page links, or email blast links. Another less specific way to evaluate is by taking notice of other travel companies and their signage at the venue on game day. Premiere Global Sports staff that are on-site for the Final Four will be asked to take notice of any signage, busses, or lanyards featuring a competitor’s logo. If revenue and number of passengers traveled are up from 2011 by 10%, five corporate groups are sold, and 10 repeat customers purchase packages, then the 2012 Final Four will be considered a success for Premiere Global Sports

APPENDIX

Facebook Fan Message

Dear Premiere Sports Travel Fan,

Thank you for “liking” our Facebook Page. Premiere Sports Travel strives to provide its clients with the most rewarding and affordable sports travel experiences. This year the 2012 Final Four will be held in New Orleans, Louisiana at the world-famous Superdome. We want you to be there to EXPERIENCE IT LIVE! For a limited time only, you can purchase a 2012 Final Four package for 10% off! Just visit www.sportstravel.com/finalfour and enter the code “FACEBOOK” in the promotional code box at checkout. We hope you will join us for this exciting event!

Thank you,

Premiere Sports Travel

Email Blast to Former Customers

Dear Premiere Sports Travel Client,

It’s that time of the year again! It’s time for March Madness! Who will cut down the nets in the Superdome this year as the Final Four heads to New Orleans? Be there to EXPERIENCE IT LIVE! Visit www.sportstravel.com/finalfour to book your 2012 Final Four package today!

Premiere Sports Travel

15

Brochure Sent to Corporate Groups

Ever wonder what it would be like to sit courtside at the Final Four? What about sharing a skybox in the Superdome with your top employees or an important client? Premiere Corporate Events is here to help! We can custom-fit a Final Four experience that will help you grow and improve your business.

Whether it is Pre-Game Hospitality Events or chartered flights to New Orleans, we do it all! An experienced Premiere Corporate Events staff member will help you plan an outstanding travel package to meet your company’s needs. We have worked with Fortune 1,000 companies like Toyota, Coca-Cola, and Sullair to help reward employees and seal important business agreements. Sporting events are the new conference room. There is no better place to entertain your clients and employees than the Final Four! Let us help you EXPERIENCE IT LIVE!

Contact a Premiere Corporate Events specialist today by calling 1-800-924-9993 or email us at sales@pcevents.com.

REFERENCES

(1)Retrieved from http://adwords.google.com on 2/27/11.

(2)Retrieved from www.sportstravel.com on 2/27/11.

(3)Retrieved from www.premieresports.com on 2/27/11.

(4)NSGA/SBRnet. (2011). College Basketball Fan Market: Attendance Profile [Data file]. Retrieved from http://www.sbrnet.com.www.lib.ncsu.edu:2048/research.asp?subrid=612

(5)NSGA/SBRnet. (2011). College Basketball Fan Market: Market Summary [Data file]. Retrieved from http://www.sbrnet.com.www.lib.ncsu.edu:2048/research.asp?subrid=721

(6)Retrieved from Internal Company Reports on 2/23/11.

16