Factors, Differential Market Effects, and Marketing Strategies in the Renewal of Season Tickets for Intercollegiate Football Games

Abstract

This study investigated the purchase behavior of season ticket holders for intercollegiate football games at the NCAA Division IA level within a proposed theoretical framework. Specifically, four significant factors were identified as being used in the decision-making process of whether or not to renew season tickets. The results showed that football season ticket holders at this level tend to place a great importance on performance-related variables, probably because football is viewed as the national sport. Secondly, the respective effect of selected variables on the identified factors was assessed so as to understand how to efficiently conduct marketing efforts. The findings rendered a series of justifications for formulating market-segment specific strategies for the sale of season tickets. Numerous pertinent issues also were raised and discussed in the study.

Keywords: sport marketing, sport management, attendance, sport consumer behavior

JEL Classification: C90, E39, R11, R15, M1, M31