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Global Sport Business Journal

Global Sport Business Journal

Abstract

Increasingly college athletics administrators at NCAA Division I institutions are selling premium seating within their football stadia in order to generate greater revenues to meet increasing department expenses. Selling premium seating requires sellers and marketers who understand specific buyer interests and motivations. However, little research exists examining such motivations based on data collected from actual consumers, particularly in a collegiate athletics setting. Utilizing an instrument to measure premium seating buyer motivation developed by Titlebaum and Lawrence (2010), data was collected from premium seating buyers (both club seats and suites) at an NCAA Division I Power 5 institution. While suite buyers and club seat buyers in the study shared very similar motivations, results suggested collegiate premium buyers are not highly motivated by business-related factors, despite prior research suggesting the contrary. Also, slight differences were found in premium seating purchase motivations between alumni and non-alumni of the institution of interest.

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