college sports marketing chapter 2
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economic implications, for the school, community, region state.
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winning college teams
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entertainment, food, drinks, and clothing
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products and services offered by universities
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include schedule cards and posters, guides about teams, as well as website, these are all money generating items.
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college promotion departments
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national collegate athletic association is the governing body of most college and university athletic programs, it creates and enforces guidelines and rules that schools must maintain in order to remain in good standing
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NCAA
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recruitment, gender equity, scholarships, gambling prohibitions, and ethical issues
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guideline areas
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accreditation by recognized, accrediting agency of its region, offers at least 4 inter collegiate sports for men and women, comply with al ncaa rules, cooperate with ncaa enforcement programs and accept penalties.
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needed to join ncaa
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american express, continental airlines, hershey, ocean spray, rawlings, and sears
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sponsors of ncaa
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which dollars supports the ncaa champions and expansion of ncaa programs for young people
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advertising dollars
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the reason for this is fans read publications, companies fill pages with ads, exposure and promotion of a team with a new start each season, new dreams, new goals
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team rankings
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these teams build excitement and strong attendance at games, televised games, play better teams easier to have sold out tickets
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high ranked teams
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this has lingering effects, even after the season is brings national recognition, increased potential for recruitment from high schools, retailers sports wear of champions/memorabilia/ good for manufacturers (nike), more money for ads in sports programs, magazines, and through out stadium arenas
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being number 1
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dividing groups by physical location
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geographic segmentation
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income, age, gender...
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demographic segmentation
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attitudes and lifestyle, would you go to a game if it is on a religious holiday
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psychographics segmentations
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what product do you use, how often and why
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product usage
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believe they receive from the product or service
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benefits derived
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year that ncaa focused on women's college sports
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1980
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year women's basketball games were televised
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1987
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clothing, beauty, products, jewelry and home appliances.
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past products for women
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soccer shoes, basketballs, golf clubs, racing bikes, and any athletic equipment for women
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present products for women
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legal right to reproduce a teams logo in exchange for payment, bumper sticker pays a certain amount to college, this is to protect the college, image, name and symbol
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license
