September 23, 2025

A Collegiate Football Program Confronts a Sports Marketing Crisis Results and Implications of a Descriptive Study

Key Points

The findings indicate that the local business community plays a crucial role in supporting collegiate football programs during crises, enhancing overall program sustainability.
Awareness and support levels among local businesses were captured through various data points, demonstrating their critical influence on collegiate sports marketing.
Collegiate football programs can leverage these insights to formulate proactive strategies for marketing, especially during significant crises affecting their operations.
The study emphasizes how effective engagement with the local business community can mitigate the impacts of a sports marketing crisis, leading to more resilient programs.

Abstract

The authors describe a study designed to elicit data relevant to an important market segment for collegiate football programs — the local business community. The study was conducted to garner insight into how those responsible for a university football program should respond to news that an important competitor and major spectator draw would end its association with the university conference. Study findings illustrate the importance of the business community's awareness and support of collegiate sports. The authors discuss the implications of the study findings and provide suggestions regarding how sports organizations can proactively market their sports programs when faced with a sports marketing crisis similar to the one described.

Perguntar à IA

Bookmark