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 _____ rooms, __________, gas stations, and __________ malls. Promotions: _________ ________ _____________ Web Sites

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

5. NCAA Guidelines include: ____________ Gender equity Scholarships ___________ prohibitions Many __________ issues Overall Goal: Promotion of college athletics, w/ the integrity of the _______ and their _____

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

7. College Team Rankings High ranked teams build __________ and strong attendance Creates __ loyalty and natl. respect Influences _____ schedules Requires fewer steps to #1 spot Go to _____ game Retailers carry sportswear Increases _____________

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

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

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

11. Lesson 2.2 Economic Impact of College Athletics

12. Opening Act pg. 36 A _________ sporting event provides a perfect setting for advertising all kinds of goods and services. _________ have banners throughout the stadium, are announced during the game, or are listed in the game program.

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

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

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

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

17. Lesson 2.3 Amateur Sports

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

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

20. Promoting Amateur Sports ____________ Fundraising charities, marathons Business sponsor local teams on uniforms ____________ 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 __________ professional sports, but almost anyone can ____________ in amateur sports.