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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Last Modified
  • March 21, 2019
  • Roberts, Logan W.
    • Affiliation: College of Arts and Sciences, Department of Exercise and Sport Science
  • 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
Resource type
Rights statement
  • In Copyright
  • Weight, Erianne
  • Master of Arts
Degree granting institution
  • University of North Carolina at Chapel Hill
Graduation year
  • 2013

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