May 2018

Buying in: Analyzing the first fan adopters of a new National Collegiate Athletic Association (NCAA) Division I Football Program

Establishing a strong fan base within the inaugural year of a National Collegiate Athletic Association (NCAA) Division I Football Program presents many challenges. Tracking consumers and their behavior becomes imperative as sport marketers seek to better understand the first fan adopters of a new program. With new NCAA football programs being established every year, sport marketers of a new program are challenged to not...

Author(s): Amanda Greene, Kason O’Neil, Kylie Russell and Brian Johnston