Spring Break
We are the champions - but do we benefit from a win?
Baseball revenue growing for NCAA; colleges must rely on
Aleks Cherednichenko
Issue date: 7/11/07 Section: News
The NCAA's projected revenue for the 2006-07 year was nearly $ 563 million, with $332 million distributed to member leagues and schools, 60 percent of which is flowing to student athlete welfare and enhancement funds. Yet a college whose team makes it to any NCAA post season games, must cover their own costs. The OSU Baseball team spent about $ 80,000 on operational costs during the championship games in Omaha, and because ESPN had a contract with the NCAA to broadcast the games, the team didn't benefit from the televised games.
The team and OSU's athletic program, however, does profit from a championship through other means. According to Luanne Lawrence, vice president of university advancement, this year's championship created a greater demand for OSU merchandise, giving vendors the opportunity to make a greater profit. "The win had a positive effect on sponsorship, we will be able to raise prices for advertising," she said.
It's still too early for any specific numbers in revenue but almost $300,000 in tickets were sold in Omaha for the championship games. "Apparel sales are up from last year by almost 89 percent," said Mark Spencer, assistant athletic director of OSU's business operations.
"Most revenues from games, [like the championship series] goes to athletic programs and players," Lawrence said. "Revenue from T-shirt sales from last year's championship game were seed money for the new OSU logo."
The Beaver Athletic Student Fund, which accepts private donations, provides scholarships to all student athletes on campus. It also benefits the university's athletic capital campaign, like the planned renovation to Goss Stadium, estimated at $6 million.
Since OSU's win in Omaha the athletic marketing Web site has seen a 135 percent increase in daily hits. "We have had a lot more inquiries into sponsoring the baseball team," said Steve Sullivan, general manager of Beaver Sports Properties. "Money generated through signage and licensing help support student athletes through scholarships, by covering room and board, and other operational expenses."
Sponsors such as Les Schwabb, Pepsi and the Corvallis Clinic have supported the baseball team in the past. Beaver Sports Properties advertise their names through radio, television, internet, gameday marketing and print.
Last year OSU athletics partnered with Nike through their Nike Locker Room Program, a partnership through which OSU's Baseball logo was printed on various Nike merchandise. "We outsold any other previous programs, even Texas when they won the championship," said Melody Oldfield, director of university marketing. " And Texas has more students and alumni."
Although no solid data is available on this year's revenue, people are convinced that winning the championship has had a profound impact on the university. "The admissions office will no doubt use it as a recruitment tool," Lawrence said. "We won't see the impact right away, but it could potentially help diversify OSU."
The team and OSU's athletic program, however, does profit from a championship through other means. According to Luanne Lawrence, vice president of university advancement, this year's championship created a greater demand for OSU merchandise, giving vendors the opportunity to make a greater profit. "The win had a positive effect on sponsorship, we will be able to raise prices for advertising," she said.
It's still too early for any specific numbers in revenue but almost $300,000 in tickets were sold in Omaha for the championship games. "Apparel sales are up from last year by almost 89 percent," said Mark Spencer, assistant athletic director of OSU's business operations.
"Most revenues from games, [like the championship series] goes to athletic programs and players," Lawrence said. "Revenue from T-shirt sales from last year's championship game were seed money for the new OSU logo."
The Beaver Athletic Student Fund, which accepts private donations, provides scholarships to all student athletes on campus. It also benefits the university's athletic capital campaign, like the planned renovation to Goss Stadium, estimated at $6 million.
Since OSU's win in Omaha the athletic marketing Web site has seen a 135 percent increase in daily hits. "We have had a lot more inquiries into sponsoring the baseball team," said Steve Sullivan, general manager of Beaver Sports Properties. "Money generated through signage and licensing help support student athletes through scholarships, by covering room and board, and other operational expenses."
Sponsors such as Les Schwabb, Pepsi and the Corvallis Clinic have supported the baseball team in the past. Beaver Sports Properties advertise their names through radio, television, internet, gameday marketing and print.
Last year OSU athletics partnered with Nike through their Nike Locker Room Program, a partnership through which OSU's Baseball logo was printed on various Nike merchandise. "We outsold any other previous programs, even Texas when they won the championship," said Melody Oldfield, director of university marketing. " And Texas has more students and alumni."
Although no solid data is available on this year's revenue, people are convinced that winning the championship has had a profound impact on the university. "The admissions office will no doubt use it as a recruitment tool," Lawrence said. "We won't see the impact right away, but it could potentially help diversify OSU."
Note: writers will not reply to comments.
Be the first to comment on this story
Comments by registered users are approved by default.