An analysis of marketing dollars spent, winning percentage, and attendance for selected intercollegiate sports at Division I institutions.

摘要

University administrators are placing pressure on athletic departments to become more self sufficient. Traditionally, institutions relied on men's basketball and football to generate revenue to support the athletic department. However in today's volatile economy sport marketing departments have been established in an effort to increase attendance at home sports events, and develop relationships with potential sponsors and donors.; This dissertation studied the amount of marketing dollars spent, attendance at home games, and winning percentage of baseball, softball, and men and women's basketball teams at selected NCAA institutions. The top 25 polls for the 2000–2001 season of the respective sports were used to select the institutions. Included in this study were the sending of the survey, the collection of data, the analysis of the data, and the discussion of the implications of the findings.; The sport marketing directors of 96 universities were selected and sent surveys. According to their responses, there was a significant difference in the marketing dollars spent on men and women's basketball as compared to baseball and softball. There was also, a statistically significant difference in the attendance at men's basketball games and baseball games as compared to the attendance at women's basketball games and softball games. Also the teams with the best winning percentage had the highest attendance at their home sporting events. A regression model was also designed to predict attendance if winning percentage is known.