See You at the Game

Marketing Research on top incentives to attend UCF athletic games.

By: Charissa Casad

Tori CribbBrandon Lee

Sandra Luxama

Question

What is the top incentive to increase

attendance at UCF athletic events?

Background

▪ UCF was formerly known at Florida Technological University. FTU’s first basketball team was formed from a recreational league.

▪ Beginning of 1979, UCF President Colbourn announced that UCF will begin the development of a football team; later that year UCF’s first football team was up and running.

▪ Throughout the years, UCF’s athletic department continues to grow to include a multitude of sports.

▪ The Championship Football win has definitely drawn attention, but many UCF sports crave for higher attendance rates.

The Why:

▪ College athletics is an essential piece to a student’s pride in their school.

▪ Strong college athletic programs draw attention; usually equating to more funding for the school.

▪ Many college athletes perform better with a larger, supportive fan base.

▪ The more people in attendance of a game means more money for that team.

Participants: UCF Students & Alumni

–Freshmen: 13–Sophomores:

11–Juniors: 38–Seniors: 32–Alumni: 6

Survey Size: 100 Female: 64Male: 36

Actual Survey

Most Popular Responses

▪ Hanging out with friends

▪ Free fun

▪ Used to play the sport or sport fan

• Not interested in sports

• Don’t know about the athletic event

• School or work conflicts

• Transportation and parking issues

• Lack of school spirit and tradition

To Attend: To Not Attend:

Top Incentives Recommendations

1. Free food & drinks (free bottled water)

2. Free Apparel (shirts, koozies, magnets, cups)

3. Alcohol (allowed inside or cheaper)

4. Meet & Greets (athletes & Knightro)

5. Giveaways, Raffles, & Social Media Challenges

1. Better Parking and Transportation

2. Better Music3. Build More Traditions

Cluster Analysis

1 1.5 2 2.5 3 3.5 4 4.5 53

3.23.43.63.8

44.24.44.64.8

5

Football Basketball Baseball Softball VolleyballLacrosse Soccer Track Rowing

Managerial Implications

▪ Green cluster – high responsiveness

Ex. Rowing, Basketball

▪ Blue cluster - average responsiveness

Ex. Baseball, Lacrosse, Soccer

▪ Red cluster - low responsiveness

Ex. Football, Softball, Volleyball

Conclusion

▪ UCF Athletics should focus more on providing incentives such as Free food, Free Apparel, and Alcohol.

▪ Students would like to attend were Rowing and Basketball games.

▪ Since Football, Softball and Volleyball had low responsiveness UCF Athletics should market towards these sport to gain more student attendees.

▪ UCF Athletics Build more school spirit and also show more awareness of when the sport events are happening.