Sport Marketing among Colleges and Universities

This paper reports the results of a study of the marketing of college and university athletics. A high response rate (54.2%) to a mail survey provided data on 291 colleges and universities in the United States. The use of full-time marketing personnel, written marketing plans, and some relatively large sport marketing budgets indicates the increasing importance of sport marketing at the collegiate level. Respondents also rated their most effective marketing tools as well as alternate media.