Abstract
For decades prior to NCAA v. Board of Regents, the brand of college athletics, even at the highest level, was amateurism. However, the last three decades of surging revenues and costs, as well as the current wave of litigation challenging amateurism, force decision makers in major college athletics to contemplate a future in which amateurism is banished or in retreat. In sum, the brand has outgrown amateurism. Major college athletics can survive a paradigm shift by selling the action in its games, the game day experience, and the traditions of the institutions.
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.
DOI
10.20429/jamt.2015.060105
Publication Date
12-2015
Recommended Citation
Branch, Dallas D. Jr.; Adams, Olin L.; and Kraska, Marie (2015). Beyond amateurism: The rebranding of major college athletics. Journal of Applied Marketing Theory, 6(1), 54-59. ISSN: 2151-3236. https://digitalcommons.georgiasouthern.edu/jamt/vol6/iss1/5