Sports & Entertainment
Marketing
COLLEGE AND AMATEUR SPORTS
3/15/2016
Sports and Entertainment
Marketing – NCAA & Amateur
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CHAPTER 1 LESSONS
1.1
1.2
1.3
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- Marketing College Athletics
- Economic Impact Of College Athletics
- Amateur Sports
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MARKETING COLLEGE
ATHLETICS
• GOALS
– Explain the importance of the NCAA and team
rankings to college sports.
– Discuss the growing market surrounding
women’s college athletics.
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EFFECTS OF COLLEGIATE
SPORTS
• A winning college team has economic
implications for:
– The School
– The Community
– The Region
– The State
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STRONG PUBLIC IMAGE
• SPORTS INFORMATION DEPARTMENTS
– Produce promotional materials
– Sports information guides
– Websites
PROMOTION = COMMUNICATION TO
INFORM, PERSUADE REMIND PEOPLE
ABOUT COLLEGE ATHLETICS
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The NCAA
A. The National Collegiate Athletic Association
(NCAA) - is the governing body of most college
and university athletic programs
– The NCAA creates and enforces guidelines and rules
that schools must follow in order to remain in good
standing
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Recruitment of Athletes
Gender Equity
Scholarships
Gambling Prohibitions
Ethical Issues
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NCAA
• NCAA recruiting calendar
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The NCAA
• The NCAA’s overall goal is the promotion of
college athletics with a focus on the
integrity of the athletes and the game.
• The NCAA strives to keep athletics an
important, solid, and respectable part of
college life and to help the athletes succeed
scholastically and athletically
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How Does A College Or
University Join The NCAA?
1. Obtains accreditation
2. Offers at least 4 intercollegiate sports for
men and 4 for women (1 in each of the 3
traditional seasons)
3. Complies with all NCAA rules
4. Cooperates with the NCAA enforcement
program and accepts penalties imposed by
that program
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What are some negative results that
could occur if a school, athlete, or
coach violates an NCAA rule or
guideline?
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Results of Infractions
• If a college or university violates any of the
mentioned rules the following may occur
– Loss of Scholarships (Team)
– Probation (Team)
– Stricter Recruiting Guidelines (Team)
– Forfeit Wins/Titles (Team)
– Suspension (Player/Coach)
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Results of Infractions
• If a college or university violates any of the
mentioned rules the following may occur
(con’t)
– Firing (Coach/Athletic Director)
– Banned from School (Player)
– Jail Time (Player/Coach)
– Less Revenue (School)
• Loss of Ticket Sales
• No Post Season Money
• Less TV Time
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Examples of NCCA Violations
• University of Michigan Basketball – Payment of
players by a booster (The Fab Five)
• Colorado Football Recruiting – Alcohol and Sex
during recruiting (Gary Barnett)
• Notre Dame Football Coach – George O’Leary
gave false information on his Resume
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Examples of NCCA Violations
• Arizona State Basketball – Point Shaving (Benny
Silman)
• Georgia Basketball – Academic Fraud (Jim Harrick
Jr, Asst Coach taught the a Basketball Class)
• UConn Basketball – Marcus Williams/AJ Price
stealing laptops
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Examples of NCCA Violations
• Iowa State University Coach - Larry Eustachy
drinking w/Students
• Baylor University – Patrick Dennehy was
murdered by teammate Carlton Dotson
• Duke Lacrosse – Party with Strippers
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Examples of NCCA Violations
• Memphis Basketball – Derrick Rose / SAT
• USC – Reggie Bush received financial assistance
from a booster
• Ohio State University – Terrelle Pryor received
$/tattoos for selling signed team items
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Examples of NCAA Violations
• 2007 Academic Fraud by FSU football
• 2008-2010 Bruce Pearl recruiting
violations, lying to NCAA & covering up
substance abuse by Tenn men’s bball
players
• 2011 Penn State Scandal
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CONFERENCES
• Conference – a collection of sports teams,
playing competitively against each other at
the pro, collegiate, or HS level. Often, but
not always, include teams from a common
geographic region
• Created in order to have playing
associations of manageable sizes and assign
competing teams in an organized and fair
manner
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Conferences
Example - The Atlantic Coast Conf. (ACC)
Miami
Duke
Wake Forest
Virginia Tech
Clemson
Maryland
UNC
Virginia
Georgia Tech
Boston College
Florida State
North Carolina St.
Pittsburgh (2013)
Syracuse (2013)
Notre Dame (2013)
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CONFERENCES
• Some school’s play an independent schedule
– Notre Dame, Army, Navy, BYU, New Mexico St &
Idaho (Football)
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Conference Realignment
• The 1990’s was a time of change for some of
the college conferences
– Main reason was Increased Revenue
– Examples
• Big 8 and some teams from the Southwest Conference
joined and formed the Big 12
• Miami, Virginia Tech, and Boston College left Big East
and joined the ACC
• Cincinnati, DePaul, Louisville, South Florida, Marquette
all joined the Big East
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CONFERENCES REALIGNMENT
• Sometimes conference changes create new
rivalries, which in turn increase excitement,
marketing opportunities, and revenue
• The NCAA allows conferences with 12 or more
schools to add a football conference
championship game each year
– The additional game generates more revenue for the
university from ticket sales and TV exposure
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WHY ARE COLLEGE TEAM RANKINGS
IMPORTANT?
1. Build excitement and strong attendance at
games
2. Influence major TV networks to schedule
games = more money for the team, school,
community
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WHY ARE COLLEGE TEAM
RANKINGS SO IMPORTANT?
3. High ranking at the beginning of the
season requires less steps to become
number one
4. Post season games
5. #1 has lingering effects!
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What is the name of the law that
provides gender equity amongst
athletes?
What are some things that must be
equal?
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The Growth of Women’s Sports
• Women have been participating in collegiate
sports for decades
• 1972 – Creation of Title IX - requires that
women be provided an equitable opportunity
to participate in sports as men (not
necessarily the identical sports but an equal
opportunity to play)
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The Growth of Women’s Sports
• Wasn’t originally meant for sports
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Scholarships
Equipment and Supplies
Scheduling of Games and Practice Times
Travel and Daily Allowance
Access to Tutoring
Coaching
Locker Rooms
Practice and Competitive Facilities
Medical and Training Facilities and Services
Publicity and Promotions
Recruitment of Student Athletes
Support Services.
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Patsy T. Mink
Wrote Title IX
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The Growth of Women’s Sports
• 1980 – The NCAA focused its attention on
women’s sports
• 1981 – The support was made formal
– 19 Championship Events were added
• 1987 – NCAA created the Women’s Enhancement
Program – offers opportunities to college women
in the form of post-graduate scholarships,
internships at the NCAA offices, and career help
for women who want to continue in collegiate
athletics after their playing eligibility is over
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Increased Fan Support
• Fan Support for women’s athletic programs has
increased dramatically in the last decade (it all
started with the Tennessee Volunteers and Coach
Pat Summit)
– 1995-1996 – 760,000
– 2002-2003 – 4.5 Million
– 2008-2009 – 7.4 Million
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Pat Summitt
• The Amazing Pat Summitt
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Marketing Opportunities in Women’s Sports
• With the increase in women’s sports it now
opens the door to additional merchandise that
can be sold
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Clothing
Posters
Memorabilia
Athletic Apparel
Equipment
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Men VS Women
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UNC Bball
CUSE bball
Notre Dame
Baylor bball
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Economic Impacts
• The Real Cost of March Madness
• NCAA Financial Database
• D III Facts & Figures
• DII Facts & Figures
• NCAA financial Statements
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Economic Impact
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ECONOMIC IMPACT OF COLLEGE
ATHLETICS
• GOALS
– Understand the benefits of college sports to the
home community.
– Identify benefits of sponsorship and licensing to a
team.
– Explain the reasons for realignment of college
conferences.
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BENEFITS TO THE COMMUNITY
• Good for town business – hotels,
restaurants, gas stations, sourvenir shops
• Good for stadium business – captive
audience for vendors
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SPONSORSHIPS
• About financing or generating revenue for
college programs (tv and radio payments, etc.)
• Corporations selling products and services
during major college sporting events (name
brand very visible)
• Publicity stunts – new car for half court shot!
• Buffalo Wildwings
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LICENSING
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Legal right to reproduce a team’s logo in
exchange for payment
Mission of school is to protect the use of
name, symbols
Everything from clothing to rugs
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ECONOMIC IMPACT OF
CONFERENCE REALIGNMENT
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Changes made to increase revenues,
rivalries, tv time/exposure, merchandising &
excitement
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For instance, upstate NY residents may
travel to Syracuse for ACC games since this
is the closest ACC teams will have been
(UNC, DUKE)
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1.3 AMATEUR SPORTS
• GOALS
– DISCUSS MARKETING AND SPONSORING
AMATEUR SPORTS.
– UNDERSTAND THE ECONOMIC BENEFITS
OF AMATEUR SPORTS.
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Sports
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AMATEUR SPORTS
• Someone who does not get paid but plays
for enjoyment, challenge, or both
• Any age, physical challenges
• Family social life (soccer, basketball,
baseball), seniors, etc.
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MARKETING AND
SPONSORING AMATEUR
SPORTS
• Need equipment and money to compete
• Team sponsorships
• Companies make money on athletic uniforms,
equipment, lawn chairs, stadium seats,
coolers
• Minivans and sport utility vehicles!
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LOCAL PROMOTION OF
AMATEUR SPORTS
• Event fund raising charity events
• Communities and their high school teams
• Businesses sponsor local teams and print
names on uniforms
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NATIONAL PROMOTION OF
AMATEUR SPORTS
• Promotion is used to elevate the attention of
consumers
– 90’s Mia Hamm sparking interest in women’s
sports and in soccer
– Now - Use of Wambach, Solo
& Morgan
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ECONOMIC BENEFITS
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Revenue
Goodwill
Enjoyment of a game well played
Mental and emotional support of athletes
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FASTEST GROWING
AMATEUR SPORTS
1.
2.
3.
4.
5.
Soccer
Ice skating
Stock car racing
Baseball/softball
Basketball
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