An Examination of the Potential for Expansion of Outsourced Marketing into NCAA Division I-AA Public Deposited

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  • March 20, 2019
Creator
  • Graves, Kristian M.
    • Affiliation: College of Arts and Sciences, Department of Exercise and Sport Science
Abstract
  • The purpose of this study was to examine the potential for expansion of outsourced marketing into NCAA Division I-AA. Forty-three Division I-AA marketing directors or athletic directors participated for a response rate of 37.1%. Collected data indicated a significant difference between current corporate sponsorship revenue and guaranteed income required to outsource. The greatest inhibiting factor to increasing corporate sponsorship revenue at Division I-AA was a lack of staff. According to respondents available inventory to sell was large and diverse. There was not a significant correlation between number of inventory items and either current corporate sponsorship revenue or guaranteed income required to outsource. Corporate sponsorship as a percentage of total revenue was found to be significantly greater at Division I-A than Division I-AA. The main concern with outsourcing was a lack of institutional control. Despite this concern, responses overall indicated a potential for expanding outsourced marketing in NCAA Division I-AA.
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  • In Copyright
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  • Osborne, Barbara
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  • Open access
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