1. College and Amateur Sports
Chapter 2
College and Amateur
Sports

2. Marketing College Athletics
Lesson 2.1
Marketing College Athletics

3. Effects of Collegiate Sports - Objectives
Explain the importance of the NCAA and team rankings to college sports
Define market segmentation
Discuss the growing market surrounding women’s college athletics

4. Effects of Collegiate Sports
A winning team has implications not only for the school but also for the community, the region, and the state.
All businesses in a college community benefit from the success of its primary team through increased media coverage.
Marketers strive to promote a strong public image of the team through various media outlets. Remember promotion is a means of communication to persuade, inform, or remind people about the college athletics.

5. Rules and Rankings
The NATIONAL COLLEGE ATHLETIC ASSOCIATION (NCAA) is the governing body of most college and university athletic programs. It creates and enforces guidelines and rules that schools must follow in order to remain in good standing.

6. NCAA Guideline Areas Recruitment Gender Equity Scholarships
Prohibition of Gambling
Other Ethical Issues

7. NCAA’S Overall Focus
The NCAA’s overall focus is on the integrity of the athletes and their game.
The NCAA strives to keep athletics an important, solid, and respectable part of college life and to help the athletes succeed with both their studies and their sports.

8. Conditions for Joining the NCAA
Obtain accreditation by the recognized accrediting agency of its region
Offers at least 4 intercollegiate sports for men and four for women (one in each of the three traditional seasons)
Complies with all NCAA rules
Cooperates with the NCAA enforcement program and accepts penalties imposed by that program

9. Other Facts About the NCAA
The NCAA serves as a magnet for important sponsors.
The NCAA Corporate partners support intercollegiate athletics financially and provide business and personnel expertise.

10. The first rankings come out before the seasons begin each year.
College Team Rankings
Sports magazines and nationally recognized sports enthusiasts determine college team rankings based on past team performance, talent, team schedules, and personal preferences.
The first rankings come out before the seasons begin each year.

11. Why Emphasize Rankings ?
Early ratings provide excellent promotion for a team as they enter the new season
A highly ranked team builds excitement and strong attendance at games – the ranking also creates fan loyalty and national respect
Preseason rankings influence television to schedule games which in turn brings in more revenue
A high ranking makes it easier for the team to climb to a #1 spot

12. Post season bowl games pay schools an enormous amount of money
Post season bowl games pay schools an enormous amount of money. Bowls want teams with a large fan base.
A championship has lingering effects – it increases recruitment of top high school athletes and retailers have high sales returns on items bearing the team logo.

13. Market Segmentation
A Market Segment is a group of individuals within a large market that share one or more characteristics.

14. The Five Elements of Market Segmentation
Geographic Segmentation – The dividing of markets into physical locations
Demographic Segmentation – Information that can be measured such as income, profession, gender, and education
Psychographics – Focuses on characteristics that cannot be measured such as attitudes, and lifestyle choices
Product Usage – What products you use, how often, , and why
Benefits Derived – The value received from a product or a service

15. Women’s College Sports
It was not until 1980 that the NCAA focused attention on women’s college sports
In 1981 the support was made formal and 19 championship events were added to the women’s programs
In 1987 the NCAA created the Women’s Enhancement Program which offers an opportunities to college women in the form of post graduate scholarships, internships at the NCAA office, and career help for women who want to continue to play after their eligibility is over

16. Increased Fan Support
Fan support has increased dramatically for women’s athletic programs over the last decade
Six national championships at the University of Tennessee have inspired huge attendance figures both at home and away games
In 1987 ESPN televised 7 women’s college games – in

17. Marketing Opportunities in Women’s Sports
A powerful target market has opened up - women now want soccer shoes, baseball equipment, racing bikes, and other sports equipment and sports related items.
The success of women in sports has started a tidal wave of marketing opportunities encompassing all the key marketing functions

18. The Economic Impact of College Athletics
Lesson 2.2
The Economic Impact of College Athletics

19. The Economic Impact of College Athletics - Objectives
Understand the benefits of college sports to the home community
Identify benefits of sponsorship and licensing to a team
Explain the reasons for realignment of college conferences

20. Benefits to the Community
Good for the Town’s business
Good for the Stadium’s business

21. Sponsorships and Licensing
Sponsorships generate revenue for the college athletic program
Sponsorships also allow the sponsor to sell their products and services during major college sporting events
Name brand apparel is very apparent during major college sporting events
Corporations hope fans will buy the same products used by their team
Corporate use creative promotional strategies to attract attention

22. Licensing
A license is a legal right to reproduce a team’s logo in exchange for payment
The mission of the athletic licensing and sales office at a university is to protect the use of the athletic department’s name and symbols and to ensure that the public can properly identify and associate logos on products with the institution
In 1997 colleges and universities agreed to 2000 licenses worth over 2.5 billion dollars

23. Conference Realignment
A conference is a group of college athletic teams within the same region
Conferences are created to have playing associations of manageable sizes and to be able to assign competitive teams in a fair and organized manner
In the 1990’s changes in the conferences were made to increase revenues
Conference changes also create new rivalries