Wednesday, August 18, 2021

Marketers Love College Sports Fans


written by STEVE ULRICH
your must-read briefing on what's driving the day in NCAA Division III
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1. Marketers Love College Sports Fans

Calvin Hosts NCAA Women's Basketball Final Four - News | Calvin University
by Kristi Dosh, Forbes

"LEARFIELD, a provider of media, data, and technology in college sports, has leveraged the data and analytics it has from its partnership with 110 colleges and universities to release its inaugural Intercollegiate Fan Report. The report delivers insights on the approximately 182 million college sports fans worldwide to assist marketers, business leaders and athletic departments better understand the marketplace.

The report includes the specific demographic and sociographic data from over 20 million “Known Fans,” who are fans with a direct relationship with the school through direct ticket purchases, donations, sign-ups and other transactions. In addition, more than 130 million additional “digital” or “anonymized” fans who have engaged with athletic department websites are included in LEARFIELD’s “Fanbase” database.

“This report allows marketers and business leaders, at the national and local level, to see how their customer audiences can be addressed in college sports,” said Jennifer Davis, chief marketing and communications officer at LEARFIELD. “With this publication, brands can see the power of college sports not just on game day, but as an everyday part of the overall marketing mix.”

>> Court Awareness: "College sports fans represent the largest fan base in the United States with more fans than the National Football League, Major League Baseball, National Basketball Association, National Hockey League, or any other professional league or franchise."

>> You Should Know: "Perhaps even more important to marketers, college sports fans are 1.6 times more likely to have incomes higher than $100,000 compared to the overall U.S. population. Of the 42% of college sports fans who are female, 31% of female “Known Fans” have incomes greater than $150,000."

>> Socially Acceptable: "While 42% of “Known Fans” were female, 48% of social media followers for college sports teams are female. Those female fans also over-index (114) their male counterparts when it comes to social media engagement, providing an opportunity for brands to focus on female-centric digital content."

>> What They're Saying: “The insights and trends in this report will be helpful to brand marketers and intercollegiate administrators alike, as the size and passion of college sports fans are unmatched, said Matt Deimund, senior vice president and managing director at LEARFIELD."

>> Go Deeper


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2. Insta-Connection

8 Ingenious Things You Didn't Know You Could Do On Instagram - Tech

Social media engagement is the measurement of comments, likes, and shares.

Of course you want to rack up your followers, but ultimately, the greatest measure of social media success is an engaged audience, not just a big one.

As a business, it’s quality, not just quantity, that you should be striving for.

Today we continue our look at social media in Division III with conference Instagram followers.

  1. NESCAC (9,936)
  2. Middle Atlantic (8,005)
  3. USA South (6,303)
  4. Centennial (5,732)
  5. North Coast (5,193)
  6. Minnesota (4,914)
  7. Landmark (4,744)
  8. Empire 8 (4,344)
  9. SCAC (3,878)
  10. Little East (3,765)
  11. ODAC (3,370)
  12. Northwest (3,243)
  13. CCIW (3,234)
  14. Great Northeast (3,211)
  15. Presidents (3,154)
  16. NEWMAC (3,148)
  17. Commonwealth Coast (3,140)
  18. New Jersey (2,998)
  19. CUNYAC (2,939)
  20. Liberty (2,834)
  21. Wisconsin (2,659)
  22. Atlantic East (2,494)
  23. SCIAC (2,248)
  24. UAA (2,193)
  25. SUNYAC (2,167)
  26. NECC (2,165)
  27. MASCAC (2,161)
  28. SAA (2,135)
  29. Upper Midwest (2,101)
  30. North Atlantic (2,029)
  31. Michigan (1,917)
  32. American Rivers (1,855)
  33. Coast 2 Coast (1,742)
  34. Heartland (1,731)
  35. Skyline (1,693)
  36. Midwest (1,604)
  37. St. Louis (1,559)
  38. Colonial States (1,389)
  39. NACC (1,387)
  40. United East (1,355)
  41. Allegheny Mountain (1,003)
  42. American Southwest (689)

Thursday: Conference Facebook followers

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3.  Sticker Shock

courtesy of Chronicle of Higher Education

A table shows the “sticker prices” — published tuition and required fees — at more than 3,400 colleges and universities for the 2020-21 academic year.

The Top "Sticker Prices" for Division III institutions

Name / Tuition / Room & Board / Total

  1. Scripps (Calif.) / $59,410 / $18,286 / $77,696
  2. Harvey Mudd (Calif.) / $58,910 / $18,679 / $77,589
  3. Chicago (Ill.) / $60,552 / $17,004 / $77,556
  4. Amherst (Mass.) / $60,890 / $15,910 / $76,800
  5. Tufts (Mass.) / $60,862 / $15,620 / $76,492
  6. Wellesley (Mass.) / $58,448 / $17,772 / $76,220
  7. Wesleyan (Conn.) / $59,686 / $16,384 / $76,070
  8. Franklin & Marshall (Pa.) / $61,262 / $14,739 / $76,001
  9. Haverford (Pa.) / $58,900 / $17,066 / $75,966
  10. Vassar (N.Y.) / $60,930 / $14,990 / $75,920
  11. Oberlin (Ohio) / $58,554 / $17,334 / $75,888
  12. Rochester (N.Y.) / $58,208 / $17,130 / $75,338
  13. Connecticut College / $59,025 / $16,290 / $75,315


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    4.  Comings and Goings
    1 THING

    5. Golf's Record Year

    Golfers at Centennial Golf Club in Carmel, N.Y. / Photo: John Meore/The Journal News via Reuters

    Golf's shutdown boom has persisted, with the National Golf Foundation reporting that U.S. rounds are running 19% above the 2017-2019 average, Yahoo Finance's Myles Udland writes:

    • Rounds at public courses are "outpacing growth in rounds at private clubs, with public rounds played up 26% this year against a 13% increase in private loops."

    Quarterly results for golf's two biggest publicly-traded companies reflect the surge, Yahoo reports:

    • "Callaway reported golf equipment revenues that rose 91% in the second quarter, while [Titleist parent company] Acushnet said golf club sales rose 111% and golf ball revenues were up 98.1%."

    The bottom line: You can't get a tee time anywhere these days. 

    courtesy of Axios

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