Analysis of collegiate athletic marketing strategies and evaluation processes.

Abstract

The primary purpose of this study was to examine Division I-A collegiate athletic marketing directors’ current sport marketing strategies; the secondary purpose of this study was to determine if there is an evaluation component of such marketing strategies, and to assess if a need exists for research specialists to assist in the athletic marketing evaluation processes. Surveys were mailed to 329 Division I-A athletic marketing directors and 136 were returned for a 41.3% response rate. Half-time promotions, brochures, local business sponsors, radio advertisements, game giveaways, newspaper advertisements, and internet advertisements were used 90% or more of those surveyed. Of those respondents, 68% felt good at developing and implementing new marketing strategies, while 62% said they often evaluate their marketing strategies. Moreover, 54% of athletic marketing directors believe they are competent in designing and implementing a statistically sound form of measurement for their marketing strategies. It was noted that only 22% of Division I-A athletic marketing directors use research consultants.

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