1. COLLEGE AND AMATEUR SPORTS
Marketing College Athletics
Economic Impact of College Athletics
Amateur Sports

2. Popularity of Amateur Sports
Professional athlete is someone who earns a living participating in a sport
Amateur athlete is someone who does not get paid but plays for the enjoyment, challenge, or both
35 Million kids play in organized sports
7.8 Million participants in high school sports
460,000 NCAA student-athletes

3. Market Segmentation
Market segment is a group of individuals within a larger market that share one or more characteristics
Divides the marketplace into smaller interest groups

4. Market Segmentation Psychographics Demographics
focus on characteristics that cannot be measured, such as attitudes and lifestyle choices. Consumers frequently make decisions based on emotions.
Example: sports fans spend more money on clothing with a teams logo right after the team has a big victory
Demographics
focuses on information that can be measured, such as income, profession, gender, and education
Example: males, $50,000+ income, college educated

5. Market Segmentation Geographics
divides markets into physical locations, such as eastern, northern, southern, and western regions of the United States or the urban and rural areas of a state
Example: US, South, Texas, Austin, 78738

6. Marketing and Sponsoring Amateur Sports
There are millions of amateurs, which marketers see as millions of consumers
Provides significant income for manufacturers
Athletic apparel
Team uniforms, shoes, equipment, etc.
Fan jerseys
Gaming
Minivan and sport utility vehicle
Etc.

7. Collegiate Licensing Company
Top Merchandise Sales
Rank
School 1
Texas 2
Alabama 3
Michigan 4
Notre Dame 5
Georgia 6
Florida 7
LSU 8
Florida State 9
Texas A&M 10
North Carolina

8. Collegiate Licensing Company
Top Apparel Licensees
Rank
Company 1
Nike 2
Knight Apparel 3
Gear for Sports 4
Adidas 5
Top of the World 6
Colosseum Athletics Corporation 7
Twins Enterprise 8
VF Imagewear 9
College Concepts 10
Outerstuff Ltd.

9. Collegiate Licensing Company
Top Non-Apparel Licensees
Rank
Company 1
EA Sports 2
Wilson Sporting Goods 3
Rawling Sporting Goods 4
Tervis Tumbler Company 5
Balfour 6
Northwest Company 7
Team Beans 8
Logo Chair 9
Wincraft 10
Herff Jones

10. Local Promotion of Amateur Sports
Local business support amateur sports because:
Promotion is good for the local team (many times a high school team)
Image of being an active participant in the community
People that attend the event will frequently shop with businesses that advertise in the sports program

11. Effects of Collegiate Sports
A winning team has economic implications for school, community, region, and state
Fan expectation
Promotion of organization’s goods and services

12. Winningest D1 Football
1. Michigan: Notre Dame: Texas: Nebraska: Ohio State: Alabama: Oklahoma: Penn State: Tennessee: USC:
Updated as of 12/27/2015

13. NCAA
National Collegiate Athletic Association (NCAA) is the governing body of most college and university athletic programs
NCAA creates guidelines for recruitment, gender equity, scholarships, gambling prohibitions, and many ethical issues
The overall goal is the promotion of college athletics with a focus on the integrity of the athletes and their game

14. Joining the NCAA Must meet the following conditions:
Obtain accreditation by the recognized accrediting agency of its region
Offer minimum required sports for men and women (one in each of the three traditional seasons)
Complies with all NCAA rules
Cooperates with the NCAA enforcement program and accepts penalties imposed by that program

15. NCAA as a Sponsor Magnet
The NCAA attracts sponsors that support intercollegiate athletics financially and provide business and personnel expertise
These advertising dollars support the NCAA Championship, as well as allow expansion of NCAA programs for young people

16. NCAA Revenue
2011 – 2012 NCAA Revenues $912.8 Million

17. NCAA Growth

18. NCAA Division 1 Schools 340 schools Requirements
Biggest student bodies, largest athletics budgets, most number of scholarships
Requirements
7 sports for men
7 sports for women
2 team sports for each
Division 1-A or Football Bowl Subdivision (FBS)
85 scholarships per year
15,000 minimum attendance requirements per home game
128 schools
11 Conferences
Division 1-AA or Football Championship Subdivision (FCS)
60 scholarships per year
No attendance requirements
122 schools
15 Conferences

19. NCAA Division II Schools 302 schools Requirements 24 Conferences Other
52% public institutions, 48% private
4,500 average number of students
50% of student-athletes earn some type of athletically funded financial aid
Requirements
5 sports for men
5 sports for women
2 team sports for each
50% football and basketball games must be against DI or DII opponents
No attendance requirements
24 Conferences
Other
36 Scholarships per year
Do not have to sit out a year when transfer student

20. NCAA Division III Schools 445 schools Requirements 45 Conferences
19% public institutions, 81% private
2,717 average number of students
No athletic financial aid
Requirements
5 sports for men
5 sports for women
2 team sports for each
No attendance requirements
45 Conferences
Other
Do not have to sit out a year when transfer student
Can not redshirt as freshman

21. FBS Conferences Conference Founded Members
American Athletic Conference (The American)
1979 11
Atlantic Coast Conference (ACC)
1953 15
Big Ten Conference (Big Ten)
1896 14
Big 12 Conference (Big 12)
1996 10
Conference USA (C-USA)
1995
Independents 4
Mid-American Conference (MAC)
1946 12
Mountain West Conference (MWC)
1999
Pacific 12 Conference (Pac-12)
1959
Southeastern Conference (SEC)
1932
Sun Belt Conference (Sun Belt)
1976

22. American Athletic Central Florida Memphis Tulsa Cincinnati
South Florida
Cal State
Connecticut
Southern Methodist
San Diego State
East Carolina
Temple
Villanova
Houston
Tulane
Naval Academy (2015)

23. Atlantic Coast Boston College Louisville Pittsburgh Clemson Miami
Syracuse
Duke
North Carolina
Virginia
Florida State
North Carolina State
Virginia Polytechnic Institute
Georgia Institute of Technology
Notre Dame *
Wake Forest
* Baseball only

24. Big 10 Illinois Michigan State Penn State Indiana Minnesota Purdue
Iowa
Nebraska
Rutgers
Maryland
Northwestern
Wisconsin
Michigan
Ohio State

25. Big 12 Baylor Oklahoma State Iowa State Texas Kansas TCU Kansas State
Texas Tech
Oklahoma
West Virginia

26. Conference USA Alabama at Birmingham Middle Tennessee State
Southern Mississippi
Florida Atlantic
North Carolina at Charlotte
UTEP
Florida International
North Texas
UTSA
Louisiana Tech
Old Dominion
Western Kentucky
Marshall
Rice

27. Independents
Army
BYU
Navy *
Notre Dame

28. Mid-American East Division West Division Akron Ball State
Bowling Green
Central Michigan
Buffalo
Eastern Michigan
Kent State
Northern Illinois
Miami of Ohio
Toledo
Ohio
Western Michigan

29. Mountain West Air Force Nevada, Reno San Jose State Boise State
Nevada, Las Vegas
Utah State
Cal State, Fresno
New Mexico
Wyoming
Colorado State
San Diego State

30. Pacific 12 Arizona Colorado Stanford Arizona State Oregon Utah
UC Berkeley
Oregon State
Washington
UCLA
USC
Washington State

31. SEC East Division West Division Florida Alabama Georgia Arkansas
Kentucky
Auburn
Missouri
Louisiana State
South Carolina
Mississippi
Tennessee
Mississippi State
Vanderbilt
Texas A&M

32. Sunbelt Appalachian State Georgia State Texas State Arkansas State
Louisiana, Lafayette
Texas, Arlington
Arkansas, Little Rock
Louisiana, Monroe
Troy
Georgia Southern
South Alabama

33. College Football Playoffs
Rankings
Why so much emphasis?
Early exposure promotes a team
A highly ranked team builds excitement and strong attendance at games (which creates fan loyalty and national respect)
Preseason rankings influence major television networks (more revenue for the team and its university)
Helps recruiting

34. College Football Playoffs
Final Rankings 1
Clemson 14
Michigan 2
Alabama 15
Oregon 3
Michigan State 16
Oklahoma State 4
Oklahoma 17
Baylor 5
Iowa 18
Houston 6
Stanford 19
Florida 7
Ohio State 20
LSU 8
Notre Dame 21
Navy 9
Florida State 22
Utah 10
North Carolina 23
Tennessee 11
TCU 24
Temple 12
Ole Miss 25
Southern California 13
Northwestern

35. #1 Has Lingering Effects
A national championship brings favorable national recognition and increased potential for recruitment of top high school athletes
Retailers carrying national championship sportswear will experience tremendous growth in sales

36. College Football Most Valuable Teams
School
Valuation
Revenue
Profit 1
Texas
$152M
$121M
$92M 2
Notre Dame
$127M
$86M
$54M 3
Tennessee
$94M
$70M 4
LSU
$111M
$58M 5
Michigan
$105M
$88M
$56M 6
Georgia
$102M
$76M
$50M 7
Ohio State
$100M
$84M
$51M 8
Alabama
$99M
$97M
$46M 9
Oklahoma
$96M
$79M
$48M 10
Auburn
$89M
$87M
$47M
2015