Repositioning a University through NCAA Division I-A Football Membership

Abstract

Past research concerning the effects of college athletics has concentrated on examining the effects of on-field success on increased donations to the university and increased enrollment applications. This research examines the effects of a university’s move to NCAA Division I-A football membership on marketing variables, such as attitudes toward the university, perceptions of the university, and behavioral intentions regarding attendance at sporting events and donating money. Members of three important stakeholder groups (students, alumni, and area residents) responded to questions dealing with a university’s recent move to Division I-A football. With respect to overall perceptions of I-A football and reactions to the University’s recent move to I-A, students, alumni, and the general public believe that I-A football is more prestigious than I-AA football. Further, I-A football status can create a positive image for a university, can attract students to attend the university, is the best sport for fostering alumni involvement with the university, and it enhances school spirit. These results suggest that the positive perceptions associated with I-A can create the solid foundation upon which additional (future) positive experiences and associations can build, leading to greater financial gains in the future.