ECONOMIC IMPACT OF
COLLEGE ATHLETICS
Benefits to the community
Good for town business
Good for stadium business
Sponsorship and licensing
Sponsorships help school and corporation
Licensing protects names & symbols & store
Conference Realignment
Revenue & television share & excitement
College & Amateur Sports
Marketing College Athletics
Economic Impact of College Athletics
Amateur Sports
Overview
Chapter 2
discusses the
financial impact
of college and
amateur sports,
with emphasis on
marketing to new
target markets.
What will you learn?
To explain the importance of the NCAA
and team rankings to college sports.
To define market segmentation.
To discuss the growing market surrounding
women’s college athletics.
To understand the benefits of college sports
to the home community.
What more will you learn?
To identify benefits of sponsorship and
licensing to a team.
To explain the reasons for realignment of
college conferences.
To discuss marketing and sponsoring of
amateur sports.
To understand the economic benefits of
amateur sports.
Can You Name Major Bowl Games
and Where They are Played?
Rose Bowl –
Pasadena, Cal.
Orange Bowl – Miami
Sugar Bowl – New
Orleans, LA
Fiesta Bowl – Tempe,
Arizona
Effects of Collegiate Sports
Economic boost
Products, services,
hotels, restaurants, gas
stations, malls
Media attention for
area
Strong Public Image
Web Sites
Rules & Rankings of NCAA
NCAA is the
governing body of
most college &
university athletic
programs
Creates & enforces
rules & guidelines
Recruitment, gender
equity, scholarships,
gambling, ethics
National Collegiate Athletic
Association
Promotes college
athletics & integrity
Strives to keep
athletics important,
solid & respectable
Helps athletes succeed
Sponsorship important
College Team Rankings
Sports magazines &
nationally recognized
sports enthusiasts
determine rankings
Past team
performance, talent,
team schedules,
personal preference
Before seasons begin
Why So Much Emphasis?
Sells ads in magazines
Promotes team
Builds excitement and
strong attendance at
games
Creates fan loyalty
Influences TV
schedules
High ranking helps to
get to #1 spot at end
Bowl spots – revenue!
Why Is a Number One Ranking
Lucrative?
Brings in enormous
amount of money
Sells out games
Great financial gains
Favorable national
recognition
Recruitment is easier
Sportswear sales grow
Market Segmentation
Market Segment – A group of individuals
within a larger market that share one or more
characteristics
Geographic Segmentation - Location
Demographic Segmentation –Info Measured
Psychographics – Attitudes & Lifestyles
Product Usage – What products you use, how
often & why
Benefits Derived –Value people believe they
receive
Women’s College Sports
Women have
participated for
decades
1980 NCAA focused
attention on women
1987 Women’s
Enhancement Program
Increased Fan Support
Marketing Opportunities in
Women’s Sports
New Sports = New
Marketing
Opportunities
Women’s sports
attention is coming
faster than with new
sports
Powerful target market
Tidal wave of
marketing
opportunities
Amateur Sports
Popular
Amateur athlete vs.
Professional athlete
Marketing &
sponsorship of
amateur sports brings
in a lot of money
Community &
business participation
National attention
Economic Benefit of Amateur
Sports
Financial gain for
community, city, state
Goodwill and
enjoyment
Mental & emotional
support of athletes
Encourage
involvement by all
types of people
Popular Amateur Sports
Ice Skating
In Malls
Soccer
Most popular sport
Basketball
Popular for everyone
Baseball
Family Involvement
Softball
All ages & genders