Chapter 2 Continued

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Chapter 2 Continued
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Womens College Sports

• 1980 was the focus on the NCAA for womens sports
• Increased Fan Support
• Televised
• New Opportunity to market

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2.2 Economic Impact of College Athletics

• College athletics increase revenues in
  communities at hotels, restaurants, etc.
• Sponsorships - finance college programs help
  corporations sell their products during major
  events.
• Licensing - legal right to reproduce a teams
  logo in exchange for payment. Colleges license
  their logos for clothing, posters, etc. Clothing
  mfrs, for example, pay an agreed-upon amount to
  the college to sell sweatshirts with the college
  logo on it.

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2.3 Amateur Sports

• Amateur sports provide revenue for manufacturers
  (ex. equipment, clothing, etc.).
• Amateur sports, like professional sports, must
  also be marketed. How is your high school
  basketball team marketed?
• Economic benefits provided by amateur sports for
  community businesses, but also goodwill.

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What can local businesses do to promote
themselves to fans?

• Advertise on back of tickets
• Advertise in programs
• Advertise on banners in the stadium
• Have a popular coach or player at the business
  site to sign autographs

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Sponsorships

• Sponsorship of college athletics is all about
  financing or generating revenue for college
  programs.
• Corporations hope that fans who enjoy the success
  of a particular team will purchase the brand worn
  by that team.

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Why are conferences needed in college athletics?

• Playing associations of manageable sizes
• Geographical
• Increased revenue and publicity
• Create rivalries
• Increase excitement
• Marketing opportunities

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Amateur Sports

• Amateur athlete is someone who does not get paid
  but plays for enjoyment, challenge, or both
• These athletes can be of any age, and physical
  challenges are not prohibitions.

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Marketing Sponsoring Amateur Sports

• The amateur athlete, like the professional, must
  have top quality equipment and the money
  necessary to compete
• Amateur sports provide significant income for
  manufacturers of athletic uniforms, shoes,
  equipment, etc.
• Minivan and SUVs use amateur sports as a means of
  marketing

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National Promotion of Amateur Sports

• Professional athletes are used to increase
  participation of amateur sports
• Tiger Woods has had an enormous impact on golf
• Mia Hamm vs. Michael Jordan helped spark interest
  in womens sports

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Benefits of Amateur Sports

• Often the gain is financial, but sometimes it is
  just goodwill, enjoyment of a well-played game,
  and the mental, emotional, and physical support
  of the athletes.
• Fastest growing soccer, ice skating, car
  racing, baseball, and softball