1. COLLEGE AND AMATEUR SPORTS Sports & Entertainment Marketing 8/16/2015Sports and Entertainment Marketing – NCAA & Amateur Sports 1

2. 8/16/2015Sports and Entertainment Marketing – NCAA & Amateur Sports 2 CHAPTER 1 LESSONS 1.1 - Marketing College Athletics 1.2 - Economic Impact Of College Athletics 1.3 - Amateur Sports

3. 8/16/2015Sports and Entertainment Marketing – NCAA & Amateur Sports 3 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.

4. 8/16/2015Sports and Entertainment Marketing – NCAA & Amateur Sports 4 EFFECTS OF COLLEGIATE SPORTS A winning college team has economic implications for: –The School –The Community –The Region –The State

5. 8/16/2015Sports and Entertainment Marketing – NCAA & Amateur Sports 5 STRONG PUBLIC IMAGE SPORTS INFORMATION DEPARTMENTS –Produce promotional materials –Sports information guides –Websites  PROMOTION = COMMUNICATION TO INFORM, PERSUADE REMIND PEOPLE ABOUT COLLEGE ATHLETICS

6. 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 Recruitment of Athletes Gender Equity Scholarships Gambling Prohibitions Ethical Issues 8/16/2015Sports and Entertainment Marketing – NCAA & Amateur Sports 6

7. NCAA NCAA recruiting calendar 8/16/2015Sports and Entertainment Marketing – NCAA & Amateur Sports 7

8. 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 8/16/2015Sports and Entertainment Marketing – NCAA & Amateur Sports 8

9. 8/16/2015Sports and Entertainment Marketing – NCAA & Amateur Sports 9 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

10. What are some negative results that could occur if a school, athlete, or coach violates an NCAA rule or guideline? 8/16/2015Sports and Entertainment Marketing – NCAA & Amateur Sports 10

11. 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) 8/16/2015Sports and Entertainment Marketing – NCAA & Amateur Sports 11

12. 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 8/16/2015Sports and Entertainment Marketing – NCAA & Amateur Sports 12

13. 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 8/16/2015Sports and Entertainment Marketing – NCAA & Amateur Sports 13

14. 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 8/16/2015Sports and Entertainment Marketing – NCAA & Amateur Sports 14

15. 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 8/16/2015Sports and Entertainment Marketing – NCAA & Amateur Sports 15

16. 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 8/16/2015Sports and Entertainment Marketing – NCAA & Amateur Sports 16

17. 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 8/16/2015Sports and Entertainment Marketing – NCAA & Amateur Sports 17

18. 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 8/16/2015Sports and Entertainment Marketing – NCAA & Amateur Sports 18

19. Conferences Example - The Atlantic Coast Conf. (ACC) UNC Virginia Georgia Tech Boston College Florida State North Carolina St. Pittsburgh (2013) Syracuse (2013) Notre Dame (2013) Miami Duke Wake Forest Virginia Tech Clemson Maryland 8/16/2015Sports and Entertainment Marketing – NCAA & Amateur Sports 19

20. CONFERENCES Some school’s play an independent schedule –Notre Dame, Army, Navy, BYU, New Mexico St & Idaho (Football) 8/16/2015Sports and Entertainment Marketing – NCAA & Amateur Sports 20

21. 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 8/16/2015Sports and Entertainment Marketing – NCAA & Amateur Sports 21

22. 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 8/16/2015Sports and Entertainment Marketing – NCAA & Amateur Sports 22

23. 8/16/2015Sports and Entertainment Marketing – NCAA & Amateur Sports 23 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

24. 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! 8/16/2015Sports and Entertainment Marketing – NCAA & Amateur Sports 24

25. What is the name of the law that provides gender equity amongst athletes? What are some things that must be equal? 8/16/2015Sports and Entertainment Marketing – NCAA & Amateur Sports 25

26. 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) 8/16/2015Sports and Entertainment Marketing – NCAA & Amateur Sports 26

27. The Growth of Women’s Sports Wasn’t originally meant for sports –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. Patsy T. Mink Wrote Title IX 8/16/2015Sports and Entertainment Marketing – NCAA & Amateur Sports 27

28. 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 8/16/2015Sports and Entertainment Marketing – NCAA & Amateur Sports 28

29. 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 8/16/2015Sports and Entertainment Marketing – NCAA & Amateur Sports 29

30. Pat Summitt 8/16/2015Sports and Entertainment Marketing - Chapter 2 30 The Amazing Pat Summitt

31. 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 –Clothing –Posters –Memorabilia –Athletic Apparel –Equipment 8/16/2015Sports and Entertainment Marketing – NCAA & Amateur Sports 31

32. Men VS Women UNC Bball CUSE bball Notre Dame Baylor bball 8/16/2015Sports and Entertainment Marketing - Chapter 2 32

33. Economic Impacts The Real Cost of March Madness NCAA Financial Database D III Facts & Figures DII Facts & Figures NCAA financial Statements 8/16/2015Sports and Entertainment Marketing – NCAA & Amateur Sports 33

34. Economic Impact 8/16/2015Sports and Entertainment Marketing – NCAA & Amateur Sports 34

35. 8/16/2015Sports and Entertainment Marketing – NCAA & Amateur Sports 35 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.

36. 8/16/2015Sports and Entertainment Marketing – NCAA & Amateur Sports 36 BENEFITS TO THE COMMUNITY Good for town business – hotels, restaurants, gas stations, sourvenir shops Good for stadium business – captive audience for vendors

37. 8/16/2015Sports and Entertainment Marketing – NCAA & Amateur Sports 37 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

38. 8/16/2015Sports and Entertainment Marketing – NCAA & Amateur Sports 38 LICENSING 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

39. 8/16/2015Sports and Entertainment Marketing – NCAA & Amateur Sports 39 ECONOMIC IMPACT OF CONFERENCE REALIGNMENT Changes made to increase revenues, rivalries, tv time/exposure, merchandising & excitement For instance, upstate NY residents may travel to Syracuse for ACC games since this is the closest ACC teams will have been (UNC, DUKE)

40. 8/16/2015 Sports and Entertainment Marketing – NCAA & Amateur Sports 40 1.3 AMATEUR SPORTS GOALS –DISCUSS MARKETING AND SPONSORING AMATEUR SPORTS. –UNDERSTAND THE ECONOMIC BENEFITS OF AMATEUR SPORTS.

41. 8/16/2015Sports and Entertainment Marketing – NCAA & Amateur Sports 41 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.

42. 8/16/2015Sports and Entertainment Marketing – NCAA & Amateur Sports 42 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!

43. 8/16/2015Sports and Entertainment Marketing – NCAA & Amateur Sports 43 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

44. 8/16/2015Sports and Entertainment Marketing – NCAA & Amateur Sports 44 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

45. 8/16/2015Sports and Entertainment Marketing – NCAA & Amateur Sports 45 ECONOMIC BENEFITS Revenue Goodwill Enjoyment of a game well played Mental and emotional support of athletes

46. 8/16/2015 Sports and Entertainment Marketing – NCAA & Amateur Sports 46 FASTEST GROWING AMATEUR SPORTS 1.Soccer 2.Ice skating 3.Stock car racing 4.Baseball/softball 5.Basketball