Chapter 2 . College and Amateur Sports. Lesson 2.1 . Marketing College Athletics. Effects of Collegiate Sports - Objectives. Explain the importance of the NCAA and team rankings to college sports Define market segmentation
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College and Amateur
Marketing College Athletics
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.
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.
A Market Segment is a group of individuals within a large market that share one or more characteristics.
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 1997 - 48
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
The Economic Impact of College Athletics