An analysis of marketing techniques of Division I institutions with high attendance in revenue sports

Abstract

Marketing directors at 94 Division I NCAA institutions with high attendance in football and/or men's basketball responded to 20 marketing techniques as to their perception of the positive effect on attendance at revenue and nonrevenue athletic events. Levels of agreement that each marketing technique contributed to attendance was indicated by the respondents on a five point Likert scale. Means were calculated to prioritize the effectiveness of each of the marketing techniques. Analysis of Variance was used to determine significant differences among three attendance groups and among three revenue categories. Generally, the findings revealed that the marketing directors agreed that marketing technique use positively affected attendance. The top three priorities of marketing techniques indicated to positively affect attendance by the three attendance groups (high football and men's basketball, high football, and high men's basketball) in the high revenue sport category were "good public relations", "offered priority seating/parking to donors", and "the option of purchasing a season ticket". The top three techniques indicated by the three high attendance groups in the other revenue sport category were: "used radio advertising", "implemented good public relations", and "offered season ticket purchase". The top three techniques indicated by the three high attendance groups in the nonrevenue sport category were: "implemented good public relations", "used pricing strategies", and "obtained business sponsorships".

There were significant differences in the indicated use of marketing techniques as they positively affect attendance for high revenue, other revenue, and nonrevenue sports categories between the three attendance groups (high football and men's basketball, high football, and high men's basketball) for two marketing techniques. The techniques were: "used pricing strategies" and "offered priority seating/parking to donors".

There were significant differences in the indicated use of marketing techniques as they positively affect attendance for high revenue, other revenue, and nonrevenue sport categories within two groups (high football and men's basketball and high football) for eight marketing techniques. They were: "implemented a strategic planning process", "selected a target market", "conducted market research", "used promotional strategies", "implemented good public relations", "offered season ticket purchase", offered priority seating/parking to donors", and "used radio advertising".