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In 2003, the University of North Carolina-Chapel Hill (UNC) was unable to completely cover its scholarship budget through traditional means, due in part to a rise in tuition rates (Chapel Hill News, 2003). The pattern of elaborate athletic-related spending among competitor universities forced UNC to explore additional revenue streams that could potentially bolster their financial status, with specific attention towards the prospect of commercial signage within Kenan Stadium and the Dean E. Smith Center for the first time (Dick Baddour, personal communication, March 10, 2004). The study examined the recall and recognition ability of UNC students with respect to commercial sponsors of UNC men's basketball games. The findings showed a significant difference between upperclassmen and graduate students on the basis of sponsor recognition ability, however no difference in recognition between genders and a weak relationship between recognition ability and games attended.