IDEAS home Printed from
MyIDEAS: Log in (now much improved!) to save this article

Participation rates and gross revenue vs. promotion and exposure: Advertisement and multimedia coverage of 18 sports within NCAA Division I athletic department websites

Listed author(s):
  • Cooper, Coyte G.
  • Weight, Erianne A.
Registered author(s):

    Athletic department websites have become a centerpiece of institutional athletic marketing efforts. Every Division I NCAA athletic department currently has a website, and these websites have become a significant element in communication brand-building efforts (NCAA Members, 2006). A primary benefit of athletic department websites is the ability to promote their overall product through the provision of equitable coverage to each of the teams housed within their department through individual team pages. The purpose of this study was to identify the advertisement and multimedia coverage of individual teams on NCAA Division I intercollegiate athletic home websites and contrast the coverage with participation rates and team gross revenue. Twenty Division I (10 programs [FBS]; 10 programs [FCS]) athletic websites were selected based on sport offerings, and data were gathered during three weeks of each of the three sport seasons (Fall, Winter, and Spring) featured during the academic school year (N=420). Overall, from an equity perspective, the results demonstrated that men's and women's basketball, and football received significantly more multimedia and promotional coverage when in comparison to the teams that received negative coverage differences. In contrast, when analyzing the coverage from a financial standpoint, the results confirmed that football was underrepresented.

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

    File URL:
    Download Restriction: Full text for ScienceDirect subscribers only

    As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.

    Article provided by Elsevier in its journal Sport Management Review.

    Volume (Year): 14 (2011)
    Issue (Month): 4 ()
    Pages: 399-408

    in new window

    Handle: RePEc:eee:spomar:v:14:y:2011:i:4:p:399-408
    DOI: 10.1016/j.smr.2010.12.005
    Contact details of provider: Web page:

    Order Information: Postal:

    No references listed on IDEAS
    You can help add them by filling out this form.

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    When requesting a correction, please mention this item's handle: RePEc:eee:spomar:v:14:y:2011:i:4:p:399-408. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Dana Niculescu)

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.