This study was an attempt to examine the current status of athletic marketing in Division IA institutions in the United States. As athletic department deficits continue to increase, athletic marketing could play a significant role in alleviating these pressures. The ability of expanded marketing programs to generate new revenue resources could be critical to the vitality of intercollegiate athletics in future years. Underlying the role and function of athletic marketing programs are the perceptions of university presidents and athletics directors. Information presented in this inquiry is intended to describe the status of athletic marketing from three perspectives; those of the university president, the athletics director, and the marketing personnel. A parallel purpose of the study was to determine the importance of athletic marketing programs as perceived by presidents and athletic directors in meeting the financial demands of the future. Questionnaires were mailed to university presidents, athletics directors, and athletic marketing personnel. Response rates of over 60% were attained at all three administrative levels. Results indicated that there was a great deal of agreement at the various levels regarding the role of athletic marketing currently and in the future, academic preparation for athletic marketing personnel, and job satisfaction. However, athletic marketing personnel suggested athletic and central administration do not understand the function or concepts of athletic marketing and consequently inhibit the implementation of marketing programs.
Lehnus et al. (Sun,) studied this question.