Document Type
Conference Proceeding
Publication Date
Spring 2024
Abstract
A sample of 667 students drawn from seven universities in various regions of the United States provided feedback regarding 11 specific sports-related issues. These issues include the new NIL rules, fan avidity, and athlete compensation along with several other issues that are commonly addressed in the popular media. Means and percentages were used to derive aggregate measures for the respondents, and the same measures were used to assess the responses based upon one’s gender. For all 11 variables under scrutiny, a statistically significant difference was documented for the two gender-based groups. Thus, it is apparent that the market of intercollegiate spectator sports fans is not a homogeneous population, a fact that marketers must keep in mind. Therefore, segmentation based upon gender can be an effective strategy for marketers of amateur sports as well as professional sports.
Recommended Citation
Fullerton, S., & McCullough, T. (2024). From fan avidity to NIL ramifications: An assessment of the attitudes held by American University students on an array of sports issues. The 2024 Association of Marketing Theory and Practice Proceedings, 45. https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2024/45
