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The Volleyball Brand: What makes it unique? Kathy DeBoer, AVCA Executive Director Spring Conference May 8, 2009
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Why does it matter? 1. #1 principle of marketing – what sets you apart? 2. “Unique” as a four-letter word 3.NCAA Brand Strategies managers
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Attracting Spectators “Ask” What Works? “Insiders” – Advantage – Passion for Sport – -Disadvantage – No Objectivity
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The Sport Non-Contact Team Sport – As opposed to basketball, ice/field hockey, lacrosse, soccer, softball/baseball
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The Coaching
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Volleyball in United States 402,768 High School Girls 15,009 Varsity Programs
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Volleyball in United States 150,00 of 200,000 registered participants in USAV are junior girls. Growth of 100,000 in last 12 years.
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Volleyball in the United States 1007 NCAA Women’s College Programs – 313 in Div. I (96%) – 276 in Div. II (93%) – 418 in Div. III (95%) 257 NAIA Women’s College Programs 380 Two-year Women’s College Programs
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Volleyball in the United States 46,780 High School Boys 2006 Varsity Programs
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Volleyball in United States Junior boys registered in USAV.
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Volleyball in the United States 84 NCAA Men’s College Varsity Programs – 21 in Div. I – 16 in Div. II – 52 in Div. III (95%) 17 NAIA Men’s College Programs 400 Men’s Club Programs 250 US Men play professionally overseas
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Mostly a women’s sport in the United States Good News – Women’s game not a weak imitation – Creates opportunities in the women’s product market niche Bad News – ½ the participants & the quiet ones – Sports Marketing to date about reaching male demographic
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Two Sports
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Youth Marketplace Recession Proof?
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Technologically Connected Webcasting Chat Rooms/Blogs Social Networking – Face Book – Twitter
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Questions - Comments
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Two Sports
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