College Basketball and Arena Advertising



Advertising in sports goes hand in hand with team representation. A team who drinks Gatorade and is sponsored by Gatorade had to use Gatorade drink containers at a game to show that logo that proves that team drinks Gatorade.

A team that is sponsored by Nike, Adidas, Reebok etc, all of their jerseys, warm-up suits and shoes are all from that brand. It’s a way of advertising that allows the team to benefit while the company benefits from that team wearing that brand.

Companies want to stand out and have their brand and their gear stand out and be the best. What better way than to sponsor teams that play well and who see a lot of people and get time on television wearing and playing in their gear. Consumers are exposed to different brands every day, but the more they are exposed the more they are willing and convinced to buy a popular and dependable product.

When a product is broadcasted and when the new and exciting thing comes out consumers are able to see their product at large. Being wore in the game, or drank at the game. Seeing these products used by real athletes will make the consumer want to be like that athlete and have the things that they do to make them the star athlete that they are. What better way than to broadcast sport products on ESPN to on college athletes.






Reasons why College basketball

“Total attendance at Division I games last season was 27,539,459, the fourth-highest ever. The record is 28,135,901 in 2008.” Each year this is average amount of people that these advertisements will reach and this many people on average will be encouraged to by and participate in attendance of more than one game.

external image ohio-state-volleyball-st-john-arena.jpg
Ohio State's Basketball Arena is seen advertising Kroger as well as 3 other advertisements on the large scoreboard.

Limitations of college basketball advertising

Limitations include a closed and very direct audience. Only people who go to the games are able to see advertisements in the arena and only people who watch the game on television can see some advertisements.
The NCAA doesn’t sell sponsorships to individual sports. They don’t allow promotions for sponsors on site. This is especially true at the NCAA men’s basketball tournament played every March. All promotional activities must be done off site in order to help the venue remain a untainted environment and free of promotions and sampling opportunities. An example of the way promotions are done with the NCAA tournament is one carried out by Doritos. It was called “The Road to the Final Four Sweepstakes” which was put on CBS’s world wide website where fans gave their feedback on CBS’s long used tagline “Eye on the Net”. While these promotions do help bring attention to the business or company they still miss out on promoting at the actual game’s venue. (Jensen, 26)

Costs of College basketball advertising

Advertising during commercials of when the games air are also included in the costs. “Advertisers are jumping through the hoops to become sponsors of the NCAA's 1993 basketball tournament. CBS is charging advertisers $300,000 for a 30-second spot during the Final Four round on Apr 3, 1993, up 11% from $271,400 in the previous year's contests.”

Reach and Frequency of College Basketball Advertising

The reach and frequency of college basketball advertising has changed since it first began. Now there are all types of media that involve college basketball that advertisers can use to their advantage. Not only the classic newspaper, radio and television, but now there are social networking sites that allow you to interact with the game, cell phone applications that you can check the score of the game. With all of the new technology, it is becoming more and more popular to view more. The reach of advertisements has grown so much since the first televised basketball game. Now we have complete channels on television dedicated to sports. Some dedicated to just college sports.
With high attendance at the games, and the number of people with sports packages on cable television the reach is almost immeasurable. An average of “28,135,901 in 2008” attended college basketball games.

Scheduling of College Basketball Advertising

The world of sports has become a very big American pastime. Almost everyone has a favorite team in college and professional sports.
Most networks show games and many cable companies have created sports packages for the sports fans to pay for that gives them all the game action they can pay for. No knowingly targeting them with advertising that suits their needs and lifestyle.


Goldman, Kevin. (1993, March 30). Advertising: Sponsors jump through hoops for Final 4. Wall Street Journal (Eastern Edition), p. B8.
Retrieved November 18, 2010, from ABI/INFORM Global. (Document ID: 4323529).

Jensen, J.. NCAA Sponsors March Into Madness of Tourny. Advertising Age. 26-27. Retrieved Dec 10, 2010, from Lexis Nexis