Intercollege and interscholastic athletic have become a prominent and an integral part of the American education with it achieving highs of more than 7.3 million participants by 2006 just in interscholastic athletics (Siegel, 2017). This number has doubled by now, with most institutions seeking national and statewide fame from their athletics accomplishments. Though intercollege and interscholastic athletics participation has immensely increased, most academic institutions have not been able to increase their budgetary allocations to match this growth (Siegel, 2017).
High level of competitiveness in athletics has made the cost of participation to skyrocket as institutions try to outdo each other (Spoelstra, 2010). For instance, coaches of several high profile sports like American football receive higher salaries and allowances than even high esteemed academic professions in these institutions, with some even earning more than the university presidents (Siegel, 2017). To finance these athletics’ expenses, most organizations seek sponsorships for their teams and other sporting agencies.Top leading corporate brand participates in sponsorship of interscholastic and inter-college athletics as a corporate social responsibility and also to market their brand name during athletics games which have recent acquire a huge fan based on thousands attending this athletic event and millions viewing on national television (Siegel, 2017).
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To obtain sponsorships, colleges and schools have to engage in outrageous marketing to attract sponsors (Spoelstra, 2010). Winning is not enough to acquire sponsorship and has to be supplemented. The University of Colorado in 2008 at Boulder's athletics department was able to acquire corporate sponsorship from White Wave Foods, Boulder Toyota, and four other companies by marketing sports as a means to promote and campaign for environmental conservation and proper waste management (Spoelstra, 2010). Sports Greening is an innovative and attractive strategy that has been tested and proven to workat any college to give the athletic department a competitive advantage when seeking sponsorship (Spoelstra, 2010).
References
Siegel, D. (2017). In examining whether or not intercollegiate athletics, on balance has had a positive or negative impact on institutions of higher learning, one must first acknowledge that athletic programs, like the schools they represent, vary widely. Some programs ar . Science.smith.edu . Retrieved 11 March 2017, from http://www.science.smith.edu/exer_sci/ESS200/Ed/Athletic.htm
Spoelstra, J. (2010). Marketing Outrageously Redux: How to Increase Your Revenue by Staggering Amounts . Lanham: Bard Press.
