The Utilization of Fence Signage in College Baseball

Abstract

College athletic administrators are constantly challenged to fund a full complement of sports with limited resources. As athletic departments struggle to make ends meet, sports that generate little or no revenue may be vulnerable to cut-back or elimination, particularly if they are relatively expensive to operate. Administrators and coaches are looking for new revenue sources and other means to make non-revenue-producing sports cover some of their own expenses. Baseball is one sport that does have revenue potential. Attendance and exposure have increased dramatically in the past ten years. In addition, baseball has a natural and traditional revenue opportunity available in fence signage. This research study reports on the extent of fence sign utilization at various competitive levels in college baseball and includes data on the number of signs sold, the prices charged for signage, and the total revenue produced from the sale offence sign advertising.