1. Chapter 2 College and Amateur Sports

2. Lesson 2.1 Marketing College Athletics

3. Strong Public Images University offers p/s to fans; fans expect adequate # of hotel rooms, restaurants, gas stations, and shopping malls. Promotions: Schedule cards Posters Web Sites

4. NCAA National Collegiate Athletic Assoc. Governing body of most college athletic programs. Creates and enforces guidelines and rules schools must follow to remain in good standing.

5. NCAA Guidelines include: Recruitment Gender equity Scholarships Gambling prohibitions Many ethical issues Overall Goal: Promotion of college athletics, w/ the integrity of the athletes and their game

6. NCAA Conditions Obtains accreditation by the recognized agency of its region Offers at least 4 intercollegiate sports for men and 4 for women (1 in each of the 3 traditional seasons) Complies with all NCAA rules Cooperates with the NCAA enforcement program and accepts penalties

7. College Team Rankings High ranked teams build excitement and strong attendance Creates fan loyalty and natl. respect Influences TV schedules Requires fewer steps to #1 spot Go to Bowl game Retailers carry sportswear Increases recruitment

8. Market Segmentation Group of individuals w/in larger market that share 1 or more characteristics. 5 Elements of Market Segmentation

9. Market Segments 1. Geographic segmentation-Dividing into locations. 2. Demographic segmentation-Info that can be measured. 3. Psychographics-Non-measured characteristics (attitudes/lifestyle) 4. Product usage-Reflects what you use, how often, and why. 5. Benefits derived-Value people receive.

10. Women’s College Sports 1980 NCAA focus 1987 NCAA created Women’s Enhancement Program Traditional mktg Beauty products New women wants Golf clubs, racing bikes, soccer cleats

11. Lesson 2.2 Economic Impact of College Athletics

12. Opening Act pg. 41 A college sporting event provides a perfect setting for advertising all kinds of goods and services. Sponsors have banners throughout the stadium, are announced during the game, or are listed in the game program.

13. Benefits to the Community Good for Town Strong business sales Tickets sponsored by local businesses and major corporations Car dealer promotions by having coach/player Good for Stadium Major sporting events hold captive audience Vendors can charge high prices for food and beverages.

14. Sponsorship All about financing or generating revenue for college program Other hand, Corporations selling their p/s Name-brand apparel is visible Use creative promotional strategies

15. Licensing Legal right to reproduce a team’s logo in exchange for payment Mission of Athletic Licensing Office Protect the use of name and symbols Ensure the public can properly identify and associate logos Sales inc. after national championship Updating logo increases sales Each item containing logo provides income to the university

16. Conference Realignment Group of college teams within the same region Created in order to have playing associations of manageable sizes Assign competing teams in organized and fair manner EX: Big 12, PAC 10 Changes are made to increase revenue and television share

17. Lesson 2.3 Amateur Sports

18. Popularity of Amateur Sport Amateur Athlete- someone who does not get paid but plays for enjoyment, challenge, or both Can be of any age Physical challenges are not prohibited

19. Marketing and Sponsoring Must have top quality equipment Must have money necessary to compete Significant income for the following: Athletic uniforms Shoes Equipment Lawn chairs Portable stadium seats Coolers

20. Promoting Amateur Sports Locally Fundraising charities, marathons Business sponsor local teams on uniforms National TV shows, movies, athletes and media start carry out promotional strategies

21. Economic Benefits Fastest Growing Amateur Sports Soccer (wholesome athletes & families) Ice Skating (rinks in shopping malls) Basketball (Pickup games) Baseball/Softball (tournaments) Fans are limited to just watching professional sports, but almost anyone can participate in amateur sports.