In Pursuit of Sustainability: A Study of Marketing and Fundraising Practices within NCAA Division I Track and Field Programs
Public Deposited- Last Modified
- March 21, 2019
- Creator
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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.
- Date of publication
- May 2013
- DOI
- Resource type
- Rights statement
- In Copyright
- Advisor
- Weight, Erianne
- Degree
- Master of Arts
- Degree granting institution
- University of North Carolina at Chapel Hill
- Graduation year
- 2013
- Language
- Publisher
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This work has no parents.