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COLLEGE AND AMATEUR SPORTS
Sports & Entertainment Marketing
04/21/23 Sports and Entertainment Marketing – NCAA & Amateur Sports
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04/21/23 Sports and Entertainment Marketing – NCAA & Amateur Sports
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CHAPTER 1 LESSONS
1.1 - Marketing College Athletics
1.2 - Economic Impact Of College Athletics
1.3 - Amateur Sports
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MARKETING COLLEGE ATHLETICS
• GOALS– Explain the importance of the NCAA and team
rankings to college sports.– Discuss the growing market surrounding
women’s college athletics.
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EFFECTS OF COLLEGIATE SPORTS
• A winning college team has economic implications for:– The School– The Community– The Region– The State
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STRONG PUBLIC IMAGE
• SPORTS INFORMATION DEPARTMENTS– Produce promotional materials– Sports information guides– Websites
PROMOTION = COMMUNICATION TO INFORM, PERSUADE REMIND PEOPLE ABOUT COLLEGE ATHLETICS
The NCAAA. The National Collegiate Athletic Association
(NCAA) - is the governing body of most college and university athletic programs– The NCAA creates and enforces guidelines and rules
that schools must follow in order to remain in good standing• Recruitment of Athletes• Gender Equity• Scholarships• Gambling Prohibitions• Ethical Issues
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NCAA
• NCAA recruiting calendar
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The NCAA
• The NCAA’s overall goal is the promotion of college athletics with a focus on the integrity of the athletes and the game.
• The NCAA strives to keep athletics an important, solid, and respectable part of college life and to help the athletes succeed scholastically and athletically
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How Does A College Or University Join The NCAA?
1. Obtains accreditation
2. Offers at least 4 intercollegiate sports for men and 4 for women (1 in each of the 3 traditional seasons)
3. Complies with all NCAA rules
4. Cooperates with the NCAA enforcement program and accepts penalties imposed by that program
What are some negative results that could occur if a school, athlete, or
coach violates an NCAA rule or guideline?
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Results of Infractions• If a college or university violates any of the
mentioned rules the following may occur– Loss of Scholarships (Team)– Probation (Team)– Stricter Recruiting Guidelines (Team)– Forfeit Wins/Titles (Team)– Suspension (Player/Coach)
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Results of Infractions• If a college or university violates any of the
mentioned rules the following may occur (con’t)– Firing (Coach/Athletic Director)– Banned from School (Player)– Jail Time (Player/Coach)– Less Revenue (School)
• Loss of Ticket Sales• No Post Season Money• Less TV Time
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Examples of NCCA Violations• University of Michigan Basketball – Payment of
players by a booster (The Fab Five)• Colorado Football Recruiting – Alcohol and Sex
during recruiting (Gary Barnett)• Notre Dame Football Coach – George O’Leary
gave false information on his Resume
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Examples of NCCA Violations• Arizona State Basketball – Point Shaving (Benny
Silman)• Georgia Basketball – Academic Fraud (Jim Harrick
Jr, Asst Coach taught the a Basketball Class)• UConn Basketball – Marcus Williams/AJ Price
stealing laptops
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Examples of NCCA Violations• Iowa State University Coach - Larry Eustachy
drinking w/Students• Baylor University – Patrick Dennehy was
murdered by teammate Carlton Dotson• Duke Lacrosse – Party with Strippers
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Examples of NCCA Violations• Memphis Basketball – Derrick Rose / SAT• USC – Reggie Bush received financial assistance
from a booster• Ohio State University – Terrelle Pryor received
$/tattoos for selling signed team items
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Examples of NCAA Violations
• 2007 Academic Fraud by FSU football
• 2008-2010 Bruce Pearl recruiting violations, lying to NCAA & covering up substance abuse by Tenn men’s bball players
• 2011 Penn State Scandal
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CONFERENCES• Conference – a collection of sports teams,
playing competitively against each other at the pro, collegiate, or HS level. Often, but not always, include teams from a common geographic region
• Created in order to have playing associations of manageable sizes and assign competing teams in an organized and fair manner04/21/23 Sports and Entertainment Marketing –
NCAA & Amateur Sports18
Conferences Example - The Atlantic Coast Conf. (ACC)
UNC Virginia Georgia TechBoston CollegeFlorida State North Carolina St.Pittsburgh (2013)Syracuse (2013)Notre Dame (2013)
Miami DukeWake ForestVirginia TechClemsonMaryland
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CONFERENCES• Some school’s play an independent schedule
– Notre Dame, Army, Navy, BYU, New Mexico St & Idaho (Football)
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Conference Realignment
• The 1990’s was a time of change for some of the college conferences – Main reason was Increased Revenue– Examples
• Big 8 and some teams from the Southwest Conference joined and formed the Big 12
• Miami, Virginia Tech, and Boston College left Big East and joined the ACC
• Cincinnati, DePaul, Louisville, South Florida, Marquette all joined the Big East
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CONFERENCES REALIGNMENT• Sometimes conference changes create new
rivalries, which in turn increase excitement, marketing opportunities, and revenue
• The NCAA allows conferences with 12 or more schools to add a football conference championship game each year– The additional game generates more revenue for the
university from ticket sales and TV exposure
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WHY ARE COLLEGE TEAM RANKINGS IMPORTANT?
1. Build excitement and strong attendance at games
2. Influence major TV networks to schedule games = more money for the team, school, community
WHY ARE COLLEGE TEAM RANKINGS SO IMPORTANT?
3. High ranking at the beginning of the season requires less steps to become number one
4. Post season games
5. #1 has lingering effects!
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What is the name of the law that provides gender equity amongst
athletes?
What are some things that must be equal?
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The Growth of Women’s Sports• Women have been participating in collegiate
sports for decades
• 1972 – Creation of Title IX - requires that women be provided an equitable opportunity to participate in sports as men (not necessarily the identical sports but an equal opportunity to play)
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The Growth of Women’s Sports• Wasn’t originally meant for sports
– Scholarships – Equipment and Supplies– Scheduling of Games and Practice Times– Travel and Daily Allowance– Access to Tutoring– Coaching– Locker Rooms– Practice and Competitive Facilities– Medical and Training Facilities and Services– Publicity and Promotions– Recruitment of Student Athletes – Support Services.
Patsy T. Mink Wrote Title IX
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The Growth of Women’s Sports• 1980 – The NCAA focused its attention on
women’s sports• 1981 – The support was made formal
– 19 Championship Events were added• 1987 – NCAA created the Women’s Enhancement
Program – offers opportunities to college women in the form of post-graduate scholarships, internships at the NCAA offices, and career help for women who want to continue in collegiate athletics after their playing eligibility is over04/21/23 Sports and Entertainment Marketing –
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Increased Fan Support• Fan Support for women’s athletic programs has
increased dramatically in the last decade (it all started with the Tennessee Volunteers and Coach Pat Summit)– 1995-1996 – 760,000– 2002-2003 – 4.5 Million– 2008-2009 – 7.4 Million
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Pat Summitt
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• The Amazing Pat Summitt
Marketing Opportunities in Women’s Sports• With the increase in women’s sports it now
opens the door to additional merchandise that can be sold– Clothing– Posters– Memorabilia– Athletic Apparel– Equipment
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Men VS Women
• UNC Bball
• CUSE bball
• Notre Dame
• Baylor bball
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Economic Impacts
• The Real Cost of March Madness
• NCAA Financial Database
• D III Facts & Figures
• DII Facts & Figures
• NCAA financial Statements04/21/23 Sports and Entertainment Marketing –
NCAA & Amateur Sports33
Economic Impact
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ECONOMIC IMPACT OF COLLEGE ATHLETICS
• GOALS– 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.
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BENEFITS TO THE COMMUNITY
• Good for town business – hotels, restaurants, gas stations, sourvenir shops
• Good for stadium business – captive audience for vendors
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SPONSORSHIPS
• About financing or generating revenue for college programs (tv and radio payments, etc.)
• Corporations selling products and services during major college sporting events (name brand very visible)
• Publicity stunts – new car for half court shot!
• Buffalo Wildwings
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LICENSING
• Legal right to reproduce a team’s logo in exchange for payment
• Mission of school is to protect the use of name, symbols
• Everything from clothing to rugs
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ECONOMIC IMPACT OF CONFERENCE REALIGNMENT
• Changes made to increase revenues, rivalries, tv time/exposure, merchandising & excitement
• For instance, upstate NY residents may travel to Syracuse for ACC games since this is the closest ACC teams will have been (UNC, DUKE)
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1.3 AMATEUR SPORTS
• GOALS– DISCUSS MARKETING AND SPONSORING
AMATEUR SPORTS.– UNDERSTAND THE ECONOMIC BENEFITS
OF AMATEUR SPORTS.
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AMATEUR SPORTS
• Someone who does not get paid but plays for enjoyment, challenge, or both
• Any age, physical challenges
• Family social life (soccer, basketball, baseball), seniors, etc.
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MARKETING AND SPONSORING AMATEUR
SPORTS• Need equipment and money to compete• Team sponsorships• Companies make money on athletic uniforms,
equipment, lawn chairs, stadium seats, coolers
• Minivans and sport utility vehicles!
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LOCAL PROMOTION OF AMATEUR SPORTS
• Event fund raising charity events
• Communities and their high school teams
• Businesses sponsor local teams and print names on uniforms
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NATIONAL PROMOTION OF AMATEUR SPORTS
• Promotion is used to elevate the attention of consumers– 90’s Mia Hamm sparking interest in women’s
sports and in soccer– Now - Use of Wambach, Solo
& Morgan
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ECONOMIC BENEFITS
• Revenue
• Goodwill
• Enjoyment of a game well played
• Mental and emotional support of athletes
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FASTEST GROWING AMATEUR SPORTS
1. Soccer
2. Ice skating
3. Stock car racing
4. Baseball/softball
5. Basketball