College and Amateur Sports Chapter 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 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