Understanding How People Watch NCAA Sports (It's a Marketing Post)

One of the responses to my quick couple of questions last Friday (you can still answer them - I'll still read your responses) on what I could help with was: "Understanding how people actually watch and follow NCAA sports." Now, the survey was anonymous, but I figured out who posed this question since it was a friend of mine and we have had conversations on the topic before. Since sports in general are not really the primary topic of this blog, I'll work in something else, but I'll give you the answer I gave my friend as well (since I do like some collegiate sporting events).

So, why do people follow NCAA sports? Here are some of the reasons:

• Connection to a particular school or team, either as a student, alumnus, or relative of an alumnus.
• Connection to players (either directly or from connections to their high school or hometown).
• Belief that those performing in the hopes of getting a career are at times more exciting than those protecting a career.
• The different experience that lopsided mismatches in teams could make, as opposed to relative parity in professional sports.
• The greater potential for "big plays" that college sports can bring by capitalizing on mistakes not often seen in the pros.

So why is that relevant in business? Well, if you are in marketing, this helps define the profile of someone that watches these events, and you can tailor your message to that audience. If the above reasons are true, then you might assume that the following messages could be conveyed in your marketing message:

• Loyalty to team (and brand) ranks above all else.
• Ideas of home and identity with hometowns and hometown values are important.
• The audience identifies with hard work and trying to make a name for one's self.
• The viewers identify with a secret desire to dominate the competition.
• Excitement and edge-of-the-seat action is an experience that is highly valued.

Do any of those messages resonate with the product you are putting in the market? Is this your audience? Or better yet, what audience are you trying to reach and what messages resonate with them? Leave a comment and let me know what you think.

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