National Collegiate Athletic Association Corporate Sponsor Objectives: Are There Differences between Divisions I-A,I-AA,and I-AAA?

Abstract

In NCAA Division I from 1997 to 2001, sponsorship revenue increased from $766,000 to $1.38 million per institution, an increase of 79%. Growth primarily occurred in Division I-A at a rate of 91%, while Divisions I-AA and I-AAA grew by 8.3% and 34.0%, respectively. During this period, no division experienced growth rates comparable to the accelerated rate that occurred in the entire sport industry (IEG Sponsorship.com, 2003).

The purpose of this study was to investigate the knowledge base of Division I athletic department senior marketing administrators regarding their corporate sponsors’ objectives and examine differences between Divisions I-A, I-AA, and I-AAA. Data revealed banking/financial and soft drink sponsors were the two most valuable sponsors in all divisions, and visibility/awareness, promotion/sampling opportunities, increase sales, and advertising were most often selected as primary sponsor objectives. Findings also demonstrated that administrators in Division I-A may have more confidence in their ability to accomplish market-based objectives than administrators in Divisions I-AA and I-AAA.

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