basic legal obligations are met, the institution’s trustees/regents with the institution’s chief executive officer ultimately determines how generated revenues or donated funds are going to be used to accomplish institutional goals. Similarly, in the athletics program, the Athletics Director, with the approval of senior administration, may determine sports program priorities.
Whatever the role of athletics within the institutional mission or the rank of sports programs within the athletics program's priorities, a foundation to successful revenue acquisition is communicating a clear, concise and compelling Vision. Expressing a meaningful Mission as well as identifying basic beliefs as Core Values should tell the compelling story of why alumni. donors, friends and fans should support the athletics program.
The Athletics Director should establish priorities in the development of diversified revenue sources. In most well-organized college athletics programs across all competitive levels there are generally two major cornerstones to revenue acquisition: Fundraising and Sports Marketing. In the two cornerstones of Fundraising and Sports Marketing there are generally five areas of revenue sources: (1) individual giving; (2) athletic ticket sales; (3) fundraising campaigns; (4) corporate partnerships and sponsorships; (5) multimedia rights and advertising, if applicable.
This priority list may not be applicable to all athletics programs. Each of the two major cornerstones and each of the five areas of revenue sources has the potential for the development of multiple revenue streams, but an athletics program of quality and effective execution should exist in each area before expansion is considered.
While the majority of the corporate partnership programs are directed to highly visible and winning programs with good spectator attendance, there may be sponsorship opportunities available to less visible programs. Some of these sponsorships have been developed through small businesses where alumni or student-athlete parents are employed. Some of these sponsorships are local businesses or vendors who simply want to be involved with the athletics program. Whether it is a major corporate partnership or a modest sponsorship with a local vendor the key is providing a quality experience. If the cornerstone program is successful, the positive experience of the client will be a good stepping-stone for moving the client into other revenue opportunities.
Having sufficient dedicated staff is essential to generate revenues. The Athletics Director and the Head Coaches must be the principal relationship builders. The transactional communication with donors, fans, alumni, corporate sponsors, ticket holders and fans should be the responsibility of others dedicated to the work in Sports Marketing and Fundraising. People give
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