© GMR Marketing 2009

NACMAMonitoring Trends in Collegiate AthleticsGMR Marketing // 10.28.10

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There’s a New Generation of Players in College Athletics

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Overview

Overview of Trends in the Collegiate Marketplace

• New Technologies

• Social Media Integration

• Microsites

• New Media

• Sonic Branding

• Fan Generated Content and Licensing

• Strategic Positioning

• Contact Information

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New Technologies

New Technologies • FanVision Devices

• University of Michigan

• Crowd Cameo• LSU Athletics, Big Ten, Pac-10, WAC, MAAC

• iPhone / iPad Applications• Kansas, Minnesota, Cal, Boston College• Apps – Pitt Mobile Network App

• Coming Soon: • QR Codes • Augmented Reality

• Oski on Your Desk (Cal)

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Social Media Integration

Social Media Integration• Twitter

• Outdoor Messaging – Marquette• Scoreboard Features - Virginia (Scoreboard)• Promotions - Penn State (Tweet Night, Like It Day)

• Foursquare• University of Michigan

• Facebook• ESPNU College Town• Interactive Facebook Tabs

• Raiders’ Locker• Interactive Facebook Games

• WCC Shoot2Hoop

• Video Emails

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Microsites

Microsites• University Athletic Department Microsites

• Gamecocksonlinefootball2010.com• Rock Chalk Saturdays Interactive Site• Marquette Mini Plans

• Team Microsites• DukeBluePlanet.com

• Conference Microsites• SixOvertimes.com

• Special Events Microsites• The Big Chill at the Big House• Wisconsin Outdoor Hockey Event

• Player Microsites• http://www.cam2newton.com/

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New Media

Networks• Benchmarking the Success of the Big Ten Network Model• ESPN3• ESPN 3D

New Programming• ESPN Goal Line / ESPN Buzzer Beater• ESPN College GameDay Expanded

University Owned and Operated Content• University of Texas TV Network (coming soon)

• Expected to formally launch in August 2011; will include programming from all of the school’s athletic teams; talks of interest in airing (1) football game and a handful of basketball games on the network

• Texas could expect $3MM annual revenue from the network

• Texas Tech Athletics – Reality Show• 38- episode series called “The Ride” (airing weekly from Sept. 4 – May)• Provides an inside look at the athletic programs on campus

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Sonic Branding

Sonic Branding• Schools are benefiting from establishing a collection of original,

custom music copyrights which they own / control (without any financial investment / risk)

• Schools are enjoying marketing/branding benefits in addition to establishing a new income stream (digital downloads, CDs, sponsor integration, licensing, ringtones, broadcast / in-game royalties)

• Added content for broadcast, social media platforms, & website that drives revenue back to the school

• University athletic departments that have invested in the sonic branding space include Texas, Ohio State, and Florida

• Texas – Get Hooked • Ohio State – The Buckeye Way

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Fan Generated Content and Licensing

Fan Generated Music Videos• Univ. of Wisconsin – Teach Me How to Bucky

• 650,000+ views; produced by Zooniversity Music• Drove iTunes downloads and merchandise sales

• Univ. of Oregon – I Love My Ducks (Return of the Quack)• 630,000+ views; produced by supwitchagirl• Drove iTunes downloads and merchandise sales

Licensing• Hot Licensed Products: ESPNU College Town Facebook

Game, Collegiate Snuggies, Victoria’s Secret PINK Collegiate Collection, Old Navy/Best Buy Collegiate Products, Upper Deck Trading Cards

• Knights Apparel emerged as the #1 College Apparel Licensee in 2009 (not Nike or adidas)

• 62% of Collegiate merchandise is now sold in Q3/Q4 (only 18% is sold in Q1)

• Women’s, youth, and infant/toddler apparel are quickly growing categories (23.8% of apparel sold)

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Strategic Positioning

Northwestern – “Chicago’s Big Ten Team” Campaign• Intended to drive awareness, ticket sales, fan interest• Includes (7) billboards, transit, radio, print, and online components

Memphis – “Hometown Pride” Campaign• “Home Grown”, “This is Memphis Football”, “M-Town Pride”

Pac-10• Rebranding, conference expansion, realignment• New focus on becoming 1st college conference with an international

marketing plan (with plans to air Pac-10 games in Asian countries)

Big Ten Network – “Give Big” Campaign• Cause marketing initiative highlighting a remarkable service effort by

University representative each week on the Big Ten Tailgate Show• Promoting efforts via Facebook, Twitter, and a microsite• http://www.btngivebig.com/

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Contact Information

For More Information

Brian Gainor

GMR Marketing

5000 S. Towne Dr.

New Berlin, WI 53151

P: 262.780.5694

E: bgainor@gmrmarketing.com

Twitter: @BrianGainor