ofessional sports, the opposite appears true for collegiate sports. As the first empirical investigation on the pricing of college suites, this study aimed to contribute to the limited literature on luxury suites and help better understand the luxury suite market. Multiple regression analyses were used to develop two significant models that estimated collegiate football luxury suite price using 16 explanatory variables. The results explained between 65% and 68% of the variation in suite price, highlighted the uniqueness of the college football suite market, and indicated that Conference Affliation, Suite Capacity, County Income, Tickets Included, College Basketball Competition, and Winning Percentage were positively related to suite price, while County Population had a significant negative impact.

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Outsourcing ticket sales operations to the service provider is becoming popular in intercollegiate sport in the US. While much has been reported about ticket sales outsourcing, there is a major lack of understanding in the literature as to how the service provider's performance is measured by the athletic department. To fill important gaps in the sport marketing literature, this study employed the Balanced Scorecard (BSC) and Analytic Hierarchy Process (AHP) combined model using one NCAA Division I athletic department to understand performance measure metrics. The result of the AHP showed that Financial (W_F = 0.487) is the most important performance measure within the domain level, followed by Customer (W_C = 0.343), Business Process (W_B = 0.091), and Learning & Growth (W_L = 0.078). Global weights indicated that Cost-Saving (W_FC = 0.223) is the most important factor, which implies that cost-driven outsourcing is a primary motivation for ticket sales outsourcing. Teoretical and practical implications of the analyses are also provided.