Examining the rise and role of college athletics as a business : brand management and brand power in Division I intercollegiate athletics

Repository

Examining the rise and role of college athletics as a business : brand management and brand power in Division I intercollegiate athletics

Show full record

Title: Examining the rise and role of college athletics as a business : brand management and brand power in Division I intercollegiate athletics
Author: Sims, Wade Ryan
Abstract: This paper seeks to examine how major college athletics have grown into a billion dollar industry, and the way businesses, advertisers and the schools themselves can effectively grow their brands. By understanding the theoretical framework referenced by the social identity theory, disposition theory and identity through mass media, this paper offers a look into the reasoning for America’s strong affinity towards college athletics. Resulting in a mass market for intercollegiate sports delivered though various media outlets, and the business models that conferences and television networks operate in an effort to capitalize on their demand. In addition, the observation and analysis for organizational dissension between conferences and membership is explored in order to better understand the reasoning for shifts between university teams and conferences.
Department: Advertising
Subject: Brand identity Branding Brand management College athletics Television contracts Sponsorship Sports advertising Sports marketing Intercollegiate athletics
URI: http://hdl.handle.net/2152/ETD-UT-2010-12-2647
Date: 2010-12

Files in this work

Download File: SIMS-MASTERS-REPORT.pdf
Size: 790.7Kb
Format: application/pdf

This work appears in the following Collection(s)

Show full record


Advanced Search

Browse

My Account

Statistics

Information