The Marketing of Intercollegiate Sports: Problems, Mistakes and Future Opportunities

Although American Intercollegiate sports made its initial appearance in the late 1850’s, the marketing of intercollegiate sports is still in the embryonic stage. College athletic programs are inadequately funded, organized, and staffed to effectively adopt marketing techniques. Furthermore, contrasting personalities among coaches and budget allocations for varsity sports within an athletic department have often evoked schism and poor synergism in the marketing of a total collegiate sports program. At times, there is even conflict between coaches and physical education teachers.