College and Amateur Sports

1. College and Amateur Sports Marketing College Athletics

2. http://www.polleverywhere.com/multiple_choice_polls/Nzc0MzYyMTA3http://www.polleverywhere.com/multiple_choice_polls/Nzc0MzYyMTA3

3. An athlete that does not get paid What is an Amateur athlete?

4. Amateur Sports • Amateur athletes – Thousands of amateur athletes for each “professional” athlete • Someone who does not get paid but plays for enjoyment, challenge, or both (any age or skill level) • Majority of athletic goods sold to amateur athletes

5. Amateur Sports • College Championships • Hockey– College Championship • Baseball / Softball – College World Series • Soccer – Number 1 Amateur sport in world, College Cup • Basketball – College Championship games, Final Four

6. Does it matter what city a college is in?

7. Does it matter what conference a college is in (regarding athletics-mostly football)?

8. Does the name of the college matter for marketing?

9. Effects of Collegiate Sports • A winning college team brings in money for its school, conference, community, region, and state • University cities must be alert to the needs of fans in order to reap the greatest financial benefits • A college community can benefit from the success of its primary sports program through media attention the team receives • Newspapers, magazines, and local sportscasts will focus on the team the entire year, and the home city will benefit

10. Promotion • Promotion is any form of communication used to inform, persuade, or remind consumers about an organization’s goods or services • A college football team that consistently wins national championships does not have a difficult time selling tickets to games and building luxury stadium suites • Most universities have special promotions to attract alumni back to homecoming or students to a game that is followed by a concert or other special event • Why is it so important to bring back alumni to the campus?

11. Marketing and Promoting the School • Universities (and now high schools) print out schedule cards to distribute at different locations throughout the city • Posters designed to build enthusiasm • Colleges have sports information departments (SIDs) that produce promotion materials • Media guides going online only beginning 2011 • Apparel and other merchandise with team logos • Teams and schools get royalties on all merchandise sold • Colleges and universities have web sites that allow fans to follow their favorite teams all year long

12. NCAA The National Collegiate 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 • Guideline areas include recruitment, gender equity (Title IX), scholarships, gambling prohibitions, and many ethical issues • The NCAA’s overall goal is the promotion of college athletics, with a focus 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 their student and sports responsibilities

13. Which brings us to the question: • Should college athletes get paid?

14. NCAA cont’d • Any college or university may join the NCAA if it meets the following four conditions: • It obtains accreditation by the recognized accrediting agency of its region • It offers at least four intercollegiate sports for men and four for women (one in each of the three traditional seasons) • It complies with all NCAA rules • It cooperates with the NCAA enforcement program and accepts penalties imposed by that program

15. College Team Rankings • Sports magazines determine rankings based on • past team performance • talent • team schedules • personal preference • The first rankings for college football, basketball, and baseball occur before the seasons begin

16. Why so Much Emphasis? • Early exposure provides excellent promotion for a team going into a new season • A highly ranked team builds excitement and strong attendance at games, creating fan loyalty and national respect • Preseason rankings influence major TV networks to schedule games, and televised games mean more revenue for the team and its university • A high ranking at the beginning of the season is also important because it requires fewer steps to the lucrative number one spot

17. Post-Season • Post-season bowl games pay participating schools enormous amounts of money • Bowls want to invite teams that have a large fan base • The ultimate goal is to sell out the game and earn the greatest amount of fan dollars • A national championship game leads to great financial gains for the bowl and many other businesses in the host city

18. BCS • The Bowl Championship Series (BCS) was established to pair the two best college football teams at the end of the season • Participants share the payouts with conference partners Payouts

19. Another question • Should there be a college football playoff? • What format?

20. Being #1 • What are the benefits to winning a championship? • favorable national recognition • increased potential for recruitment of top H.S. athletes • Growth in sales for retailers (championship items) • Sponsorship opportunities • Association with winners

21. Marketing College Athletics • Successful college athletics provide huge revenues to the cities and states where the programs are located. • UT 100,000+ fans

22. In partners • List five strong college football or basketball programs • Research how many fans the stadium or arena holds for each of these schools and the ticket prices each school charges. • How much revenue would be generated from ticket sales for a sold-out game?

23. Marketing College Athletics • Women’s College Sports • 1981 – Nineteen championship events added to women’s programs • 1987 – NCAA created “Women’s Enhancement Program” • Offers opportunities to college women in the form of post-graduate scholarships • Offers internships at the NCAA national office • Offers career help for women who want to continue in intercollegiate athletics after playing

24. Marketing College Athletics • Why are women’s athletics important? • Title IX mandate • Popularity continues to increase • New marketing opportunities with women’s sports

25. Marketing College Athletics • Market segmentation • A group of individuals within a larger market that share one or more characteristics

26. Marketing College Athletics • Five elements of Market Segmentation • Geographic segmentation – dividing of markets into physical locations • Demographic segmentation – information that can be measured, such as income, profession, gender, ethnic group, education

27. Marketing College Athletics • Market Segmentation • Psychographics – characteristics that can not be measured, such as attitudes and lifestyle choices • Product usage – reflects what products you use, how often, and why • Benefits derived – value people receive from the product or service

28. Economic Impact of College Athletics • Benefits to the community • Ticket Sales - $3 million • Hotel sales - $210,000 to $420,000 • Stadium Concessions - $380,000 • Restaurants - $210,000 to $420,000

29. Economic Impact of College Athletics • Sponsorship • The legal right to reproduce a team’s logo in exchange for payment

30. Economic Impact of College Athletics • Conference Alignment (Re-Alignment) • Conference – a group of college athletic teams within the same region (usually) • Big XII, Big X, ACC, PAC 10, SEC • WAC, MAC, Mountain West, Sunbelt, Conference USA

31. Some things to know (key ideas): • NCAA guideline areas • NCAA membership requirements • What was created for women’s sports in 1981 • Why women’s college athletics is so important • What marketing segmentation is and the 5 elements of it • Some examples of amateur sports championships • Know what sponsorship is

32. In 5 groups (there has to be 5) • The Dallas Cowboys’ new ownership wants us to market their “new” and winning team • Each group will have one element of market segmentation and explain what the classifications are for your segmenting, and what you will use them for. • Be sure you look at the Dallas Cowboysweb site to see what companies sponsor them

33. In 5 groups (there has to be 5) • Each group will be given an NCAA guideline area to research. At the end of class, each group will be discussing what the parameters (details) are for each of the guidelines. Ex: How many scholarships allowed? How are they determined? What are the recruiting restrictions? • Recruitment • Gender Equity • Scholarships • Gambling prohibitions • Ethical issues