In Pursuit of Sustainability: A Study of Marketing and Fundraising Practices within NCAA Division I Track and Field Programs

In Pursuit of Sustainability: A Study of Marketing and Fundraising Practices within NCAA Division I Track and Field Programs Public Deposited

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Creator

Roberts, Logan W.
- Affiliation: College of Arts and Sciences, Department of Exercise and Sport Science

Abstract

National Collegiate Athletic Association (NCAA) Division I track and field programs have been a target of elimination in recent decades (Irick, 2011). As the money surrounding the Bowl Championship Series and the NCAA Division I Men's basketball tournament increases, the incentives to pump resources into the sports with the largest potential for return continue to escalate, leaving nonrevenue programs in jeopardy of existing (Marburger & Hogshead-Makar, 2003). Coaches can play an active role in marketing their program and fundraising to support their budgets and overcome the threat of elimination (Weight, 2010; Cooper, 2012). Quantitative and qualitative research techniques examined current NCAA Division I coach's perceptions of track and field fundraising and marketing practices. The responses form a foundation for the strategies of the leaders in marketing and fundraising efforts in order to enhance program demand and thus facilitate increased supply and sustainability of the programs.

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