See You at the Game Marketing Research on top incentives to attend UCF athletic games. By: Charissa Casad Tori Cribb Brandon Lee Sandra Luxama

Question What is the top incentive to increase attendance at UCF athletic events?

Background ▪ UCF was formerly known at Florida Technological University. FTU’s first basketball team was formed from a recreational league. ▪ Beginning of 1979, UCF President Colbourn announced that UCF will begin the development of a football team; later that year UCF’s first football team was up and running. ▪ Throughout the years, UCF’s athletic department continues to grow to include a multitude of sports. ▪ The Championship Football win has definitely drawn attention, but many UCF sports crave for higher attendance rates.

The Why: ▪ College athletics is an essential piece to a student’s pride in their school. ▪ Strong college athletic programs draw attention; usually equating to more funding for the school. ▪ Many college athletes perform better with a larger, supportive fan base. ▪ The more people in attendance of a game means more money for that team.

Participants: UCF Students & Alumni – Freshmen: 13 – Sophomores: 11 – Juniors: 38 – Seniors: 32 – Alumni: 6 Survey Size: 100 Female: 64 Male: 36

Actual Survey

Most Popular Responses ▪ Hanging out with friends ▪ Free fun ▪ Used to play the sport or sport fan Not interested in sports Don’t know about the athletic event School or work conflicts Transportation and parking issues Lack of school spirit and tradition To Attend: To Not Attend:

Top Incentives Recommendations 1.Free food & drinks (free bottled water) 2.Free Apparel (shirts, koozies, magnets, cups) 3.Alcohol (allowed inside or cheaper) 4.Meet & Greets (athletes & Knightro) 5.Giveaways, Raffles, & Social Media Challenges 1.Better Parking and Transportation 2.Better Music 3.Build More Traditions

Cluster Analysis

Managerial Implications ▪ Green cluster – high responsiveness Ex. Rowing, Basketball ▪ Blue cluster - average responsiveness Ex. Baseball, Lacrosse, Soccer ▪ Red cluster - low responsiveness Ex. Football, Softball, Volleyball

Conclusion ▪ UCF Athletics should focus more on providing incentives such as Free food, Free Apparel, and Alcohol. ▪ Students would like to attend were Rowing and Basketball games. ▪ Since Football, Softball and Volleyball had low responsiveness UCF Athletics should market towards these sport to gain more student attendees. ▪ UCF Athletics Build more school spirit and also show more awareness of when the sport events are happening.