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ECONOMIC IMPACT OF COLLEGE ATHLETICS

ECONOMIC IMPACT OF COLLEGE ATHLETICS. Benefits to the community Good for town business Good for stadium business Sponsorship and licensing Sponsorships help school and corporation Licensing protects names & symbols & store Conference Realignment Revenue & television share & excitement.

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ECONOMIC IMPACT OF COLLEGE ATHLETICS

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  1. ECONOMIC IMPACT OF COLLEGE ATHLETICS • Benefits to the community • Good for town business • Good for stadium business • Sponsorship and licensing • Sponsorships help school and corporation • Licensing protects names & symbols & store • Conference Realignment • Revenue & television share & excitement

  2. College & Amateur Sports Marketing College Athletics Economic Impact of College Athletics Amateur Sports

  3. Overview • Chapter 2 discusses the financial impact of college and amateur sports, with emphasis on marketing to new target markets.

  4. What will you learn? • To explain the importance of the NCAA and team rankings to college sports. • To define market segmentation. • To discuss the growing market surrounding women’s college athletics. • To understand the benefits of college sports to the home community.

  5. What more will you learn? • To identify benefits of sponsorship and licensing to a team. • To explain the reasons for realignment of college conferences. • To discuss marketing and sponsoring of amateur sports. • To understand the economic benefits of amateur sports.

  6. Can You Name Major Bowl Games and Where They are Played? • Rose Bowl – Pasadena, Cal. • Orange Bowl – Miami • Sugar Bowl – New Orleans, LA • Fiesta Bowl – Tempe, Arizona

  7. Effects of Collegiate Sports • Economic boost • Products, services, hotels, restaurants, gas stations, malls • Media attention for area • Strong Public Image • Web Sites

  8. Rules & Rankings of NCAA • NCAA is the governing body of most college & university athletic programs • Creates & enforces rules & guidelines • Recruitment, gender equity, scholarships, gambling, ethics

  9. National Collegiate Athletic Association • Promotes college athletics & integrity • Strives to keep athletics important, solid & respectable • Helps athletes succeed • Sponsorship important

  10. College Team Rankings • Sports magazines & nationally recognized sports enthusiasts determine rankings • Past team performance, talent, team schedules, personal preference • Before seasons begin

  11. Why So Much Emphasis? • Sells ads in magazines • Promotes team • Builds excitement and strong attendance at games • Creates fan loyalty • Influences TV schedules • High ranking helps to get to #1 spot at end • Bowl spots – revenue!

  12. Why Is a Number One Ranking Lucrative? • Brings in enormous amount of money • Sells out games • Great financial gains • Favorable national recognition • Recruitment is easier • Sportswear sales grow

  13. Market Segmentation • Market Segment – A group of individuals within a larger market that share one or more characteristics • Geographic Segmentation - Location • Demographic Segmentation –Info Measured • Psychographics – Attitudes & Lifestyles • Product Usage – What products you use, how often & why • Benefits Derived –Value people believe they receive

  14. Women’s College Sports • Women have participated for decades • 1980 NCAA focused attention on women • 1987 Women’s Enhancement Program • Increased Fan Support

  15. Marketing Opportunities in Women’s Sports • New Sports = New Marketing Opportunities • Women’s sports attention is coming faster than with new sports • Powerful target market • Tidal wave of marketing opportunities

  16. Amateur Sports • Popular • Amateur athlete vs. Professional athlete • Marketing & sponsorship of amateur sports brings in a lot of money • Community & business participation • National attention

  17. Economic Benefit of Amateur Sports • Financial gain for community, city, state • Goodwill and enjoyment • Mental & emotional support of athletes • Encourage involvement by all types of people

  18. Popular Amateur Sports • Ice Skating • In Malls • Soccer • Most popular sport • Basketball • Popular for everyone • Baseball • Family Involvement • Softball • All ages & genders

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