The authors describe a study designed to elicit date relevant to an important market segment for collegiate football programs -- the local business community. The study was conducted to garner insight into how those responsible for a university football program should respond to news that an important competitor and major spectator draw would end its association with the university conference. Study findings illustrate the importance of the business community's awareness and support of collegiate sports. The authors discuss the implications of the study findings and provide suggestions regarding how sports organizations can proactively market their sports programs when faced with a sports marketing crisis similar to the one described.