The outsourcing of marketing operations and rights is a common practice in American college athletics. It is estimated that over half of National Collegiate Athletic Association (NCAA) Division I athletic programs have outsourced some or all of their marketing operations and rights to nationally prominent marketing companies. Nevertheless, a number of Division I-A athletic programs are keeping their marketing operations in-house. This study was designed to examine this polarized development in collegiate marketing. It is hoped that the study will help athletic programs contemplating...Read more
