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On Nov. 18, 2014, the Arizona State University announced its club hockey team would be elevated from club to varsity status begin in 2015-16. ASU's process lasted merely four months, spring-boarding off a July article that quoted athletic director Ray Anderson as saying all the program needed was money in

On Nov. 18, 2014, the Arizona State University announced its club hockey team would be elevated from club to varsity status begin in 2015-16. ASU's process lasted merely four months, spring-boarding off a July article that quoted athletic director Ray Anderson as saying all the program needed was money in order to make happen. This thesis explains what happened between that July story and the November announcement. Almost immediately the school received calls from interested donors who said they were willing to completely fund the creation of a men's hockey program. In the end, a group led by Milwaukee businessman Don Mullett donated $32 million to ASU. The thesis also explains the challenges that are still to come for ASU. Those include the arena in which ASU will play, the conference it will join, the women's sport ASU will add in order to stay compliant with Title IX and whether the program will be profitable for the University, among other things. ASU will begin play as a Division I program, the southernmost and westernmost school in the continental United States. It truly is, as Anderson wanted, an example of ASU being "entrepreneurial."
ContributorsEmerson, Justin Charles (Author) / McGuire, Tim (Thesis director) / Anderson, Doug (Committee member) / School of Politics and Global Studies (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2015-05
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The ASU Men's Gymnastics Team has had a rich tradition rooted in success for over 60 years. Since being dropped from the NCAA in 1993, this team has fought to regain NCAA status as well as continue the tradition of men's gymnastics at Arizona State. Despite the adversity that the

The ASU Men's Gymnastics Team has had a rich tradition rooted in success for over 60 years. Since being dropped from the NCAA in 1993, this team has fought to regain NCAA status as well as continue the tradition of men's gymnastics at Arizona State. Despite the adversity that the sport of collegiate men's gymnastics has faced in terms of a nationwide loss of funding, the ASU team continued to grow over the past three years and serve as an example to struggling college programs looking to combat a loss of funding and scholarships. Marketing plays an instrumental role in the journey towards re-instatement into the NCAA. Through digital marketing, direct marketing, business partnerships and detailed market segmentation, this organization has made strides towards achieving its goal of re-gaining Division 1 status as an organization. Evidence of continued growth of fundraising has allowed the team to attract recruits as well as gain more exposure as a team through competing at higher profile competitions both in the United States and abroad. Fundraising success paired with a restructured social media strategy and approach has translated to increased support and exposure for this program. From a digital perspective, the program has stayed ahead of the curve in terms of digital marketing strategy relating to video production, website design and crowd funding. Partnerships with businesses and gymnastics support organizations have furthered the ASU Men's Gymnastics teams mission and goals. These partnerships have stimulated our relationship with our community as well as provided us with countless funds and opportunities to continue to grow as a program.
ContributorsVan De Motter, Vincent Charles (Author) / Ostrom, Lonnie (Thesis director) / Giles, Bret (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12
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The purpose of this paper is to raise awareness about the problem nonrevenue sports face today by analyzing the key factors of the failing Division 1 model and providing some unforeseen consequences in the elimination of nonrevenue sports. The first section will explore the elimination and financial trends of NCAA

The purpose of this paper is to raise awareness about the problem nonrevenue sports face today by analyzing the key factors of the failing Division 1 model and providing some unforeseen consequences in the elimination of nonrevenue sports. The first section will explore the elimination and financial trends of NCAA Division 1 in a historical and contemporary context. The second section will provide the deep-rooted problems associated with collegiate sports. Lastly, the third section will analyze unforeseen consequences for athletic departments that should be accounted for when contemplating the elimination of a nonrevenue program.

ContributorsBelshay, Cade Michael (Author) / Eaton, John (Thesis director) / Mowka, Michael (Committee member) / Department of Finance (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
Description

The NCAA’s legalization of athletes to profit off of their own name, image, and likeness (NIL) was met with mixed response from fans of collegiate sports. A popular talking point among people against NIL was that its legalization would cause talented athletes to “follow the money” and increase the recruiting

The NCAA’s legalization of athletes to profit off of their own name, image, and likeness (NIL) was met with mixed response from fans of collegiate sports. A popular talking point among people against NIL was that its legalization would cause talented athletes to “follow the money” and increase the recruiting quality at schools where NIL opportunities were plentiful. In essence, a theoretical “talent gap” would form due to this movement of athlete talent. The goal of this paper is to determine the talent gap’s existence or lack thereof while also setting stakeholders directly involved with NIL deals (colleges, businesses, companies) up for success in the age of NIL. This was executed first through the issuance of a survey that collected five categories of data: fandom and interest in college sports, industry sector interest, NIL preferences (structure, money, form), NIL recruiting preferences, and demographics. Following this collection of survey data, recruiting and transfer data for the years 2011-2023 was obtained and analyzed to determine the influence of specific variables in the recruiting process. The survey used in this paper was sent out to over 300 Arizona State University students from Dr. Eaton’s fall semester marketing class, with 158 participants filtered out in order to exclusively measure the responses of students with a similar perspective to athletes. The recruiting and transfer data was derived from the recruiting websites 247 Sports, Rivals, and On3 sports, with On3 Sports additionally providing NIL valuation estimates. Findings from the survey and recruiting data analysis could neither prove or disprove the existence of the theorized athletic talent gap. Results suggest that football or basketball program prestige is the true primary driver of talent movement, not NIL. Businesses looking to issue NIL deals should focus on the marketing obligations and payment structure of the deal rather than payment value, as money does not significantly influence the decision to take an NIL deal offer.

ContributorsSchmelzeis, Paul (Author) / Eaton, John (Thesis director) / Lee, Christopher (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Department of Finance (Contributor)
Created2023-05
ContributorsSchmelzeis, Paul (Author) / Eaton, John (Thesis director) / Lee, Christopher (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Department of Finance (Contributor)
Created2023-05
ContributorsSchmelzeis, Paul (Author) / Eaton, John (Thesis director) / Lee, Christopher (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Department of Finance (Contributor)
Created2023-05
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Description

On September 30, 2019, the Governor of California, Gavin Newsom, signed the Fair Pay to Play Act which prohibited universities from taking away an athlete’s scholarship should they choose to profit off their name, image and likeness (NIL). This was a monumental moment in college athletics as numerous lawsuits against

On September 30, 2019, the Governor of California, Gavin Newsom, signed the Fair Pay to Play Act which prohibited universities from taking away an athlete’s scholarship should they choose to profit off their name, image and likeness (NIL). This was a monumental moment in college athletics as numerous lawsuits against the NCAA had been filed by former and current athletes due to the unfair nature of “amateurism.” With California getting the ball rolling and the Supreme Court pressuring the NCAA to change their outdated ways, the NCAA withdrew their rule stating that student athletes could not monetize their NIL. While this was a massive step forward in regard to compensating athletes for the time and effort they put into their sport that in turn generates revenue for the school, it also posed many questions that needed an in-depth look into including how this will affect non-revenue generating sports. This study aims to measure the student-athlete knowledge surrounding name, image, and likeness, as well as capture the athletes, coaches, and administrators' projections of the future implications of this policy. On the surface, this is a wonderful opportunity for college athletes. However, with the variability in the popularity and profitability between revenue generating and non-revenue generating sports, this does not put student-athletes on a level playing field to profit off their name, image, and likeness. With non-revenue generating sports falling vastly behind revenue generating sports, a further divide between these two segments of collegiate sports will form. Though there is an opportunity for all collegiate athletes to profit off their name, image, and likeness, the feasibility of putting these athletes on a level playing field is slim. In addition, with this new era comes a whole new set of rules for recruiting tactics and the desire to get more influential athletes. The data collected for this thesis, in conjunction with this new rule, implies that sports producing more influential athletes will be given more money as more eyes will be on the individual athletes. This will leave smaller sports behind because it will continue to create a divide between revenue generating and non-revenue generating sports. This gap will be created by increasing the publicity and recognition surrounding the revenue generating sports, while pushing less relevant sports further behind.

ContributorsStanley, Kira (Author) / Jankowski, Cali (Co-author) / McIntosh, Daniel (Thesis director) / Bertoletti, Joe (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor)
Created2021-12