The Reason(s) Small, Private Schools Start Football Programs

  • Ania Izabela Rynarzewska Mercer University
  • Steven R. McClung Mercer University
Keywords: Football, Donations, Motivations

Abstract

There are a number of reasons that schools establish and fund football programs. At the highest level, there is a lot of money through media rights and merchandising. But what’s in it for smaller universities and colleges? This paper examines the reasons students and alumni gave to why they wanted to see football established at _________ University. The findings of this study are beneficial to any small university that is considering founding a football program on its campus. First, students clearly expect a level of enjoyment out of going to the game. However, only those who truly consider potential development of a football program to be important to the university as a whole would go beyond the consumption by donating money to the program and the school. Only small effect of football fan identity on consumption is surprising from theoretical perspective.

Author Biographies

Ania Izabela Rynarzewska, Mercer University
Ania Izabela Rynarzewska earned her Ph.D. at Florida State University. She is now an Assistant Professor at Mercer University. She was a founding director of Masters of Science in Business Analytics at Mercer University and has led the program to its highest enrollment to date. 
Steven R. McClung, Mercer University
Steven R. Mcclung received his Ph.D. at University of Tennessee. Currently, at Mercer University he is holding an Associate Dean position of Macon Campus and VP of Operations at Mercer Innovation Center.
Published
2017-09-07
Section
General Marketing Manuscripts