| According the latest research, only 10 percent of public universities in NCAA Division I reported a profit in 2011. With expenses such as grant-in-aids, coach's salaries, and capital expenditures increasing, generating additional revenue is important. Since many NCAA Division I college athletics programs are operating in a deficit, sponsorships are becoming more relied on to bring in additional revenue. A sponsorship recognition test allows for marketers to measure a sponsor's effectiveness. This study measured sponsorships at women's basketball and baseball at UNC-CH. A fan motivation survey was included to understand more about the consumers who attend such events. The factors on the scale were balanced with the sponsorship recognition for any significant relationships. Many fans did not recognize the sponsors, which encourages more meaningful activations. |
