MARKETING COLLEGE
ATHLETICS
Chapter 2: Lesson 1
AT THE BELL
Create a list of the 2021 NCAA National
Champions for the following sports:
Football
Men’s Basketball
Softball
EFFECTS OF COLLEGIATE SPORTS
 Economic Impact
 School
 University products and
services
 Community
 Hotels, gas stations, shopping
malls, etc.
 Region
 Media attention
 State
 Promotion
 Communication
 Ticket sales
 Luxury Stadium Suites
 Marketing




Schedule cards
Posters
Sports guides for sale
Apparel and other with team
logo
 Web sites
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
Other ethical issues
NCAA Video
NCAA OVERALL GOAL
Promotion of college athletics, with a focus on the integrity of
the athletes and their game.
FOUR CONDITIONS TO JOIN THE
NCAA
 Obtains accreditation
 Offers at least four intercollegiate sports for both men and
women (one in each season)
 Complies with all NCAA rules
 Cooperates with the NCAA enforcement program – accepting
penalties imposed by that program
COLLEGE TEAM
RANKINGS
Based on past team performance, talent, team schedules, and
personal preference.
WHY SO MUCH EMPHASIS?
 Excellent promotion
 Builds excitement
 Strong attendance at games
 Fan loyalty
 National Respect
 Influences major TV networks = More revenue
 Fewer steps to number #1 SPOT
A NATIONAL CHAMPIONSHIP GAME
LEADS TO GREAT FINANCIAL GAINS
FOR THE BOWL AND MANY OTHER
BUSINESSES IN THE HOST CITY.
#1 HAS LINGERING EFFECTS
 Favorable national
recognition
 Increased potential for
recruitment of top school
athletes
 Retailers increase sales
TIME OUT
The $36-million University of
Nebraska stadium expansion
completed in 1999 added 42
luxury suites with 39 available
to the public. Ten of the suites
were sold for $2 million each
for a 25-year commitment.
The other were sold for 10-year
periods for a total cost of
$750,000.
NCAA CORPORATE SPONSORS
 AT&T
 Invesco
 Aflac
 LG
 Buffalo Wild 
Wings

 Buick

 Capital One

 Coca-Cola

 Geico

 Great Clips
Marriott
Nabisco
Nissan
Pizza Hut
Reese’s
Wendy’s
 Support intercollegiate
athletics financially
 Provide business and
financial expertise
 Advertising dollars support
NCAA
tournaments/programs for
young people
CORPORATE
SPONSORSHIP
ACTIVITY
MARKET SEGMENTATION
 a group of individuals within a larger market
that share one or more characteristics
GEOGRAPHIC SEGMENTATION
 Dividing markets into physical locations, such as:
 Eastern
 Western
 Southern
 Northern
 Urban
 Rural
DEMOGRAPHIC SEGMENTATION
 Information that can be measured, such as:
 Income
 Profession
 Gender
 Education
PSYCHOGRAPHICS
 Characteristics that cannot be measured such as:
 Attitudes
 Beliefs
 Lifestyle Choices
PRODUCT USAGE
 What products you use, how often you use them,
and why you use them.
BENEFITS DERIVED
 The value people believe they will receive from
using a product or a service.