Department

Dept. of Management

Publisher

University of Tennessee at Chattanooga

Place of Publication

Chattanooga (Tenn.)

Abstract

The purpose of this study is to explore how medium-sized universities, specifically the University of Tennessee at Chattanooga (UTC), can mimic the successful fan engagement strategies of other universities to build a sustainable and engaged fan base. This study analyzes previous research into the factors that contribute to fan engagement, including the segmentation of attendees into fans or spectators, and compares financial records of selected peer institutions. Peer institutions were contacted in an effort to gain insights from their marketing departments. A randomized survey of the current student population was conducted to analyze what factors motivate athletic event attendance. The study finds that a large number of students that were surveyed responded that they do not attend UTC athletic events, a considerable amount of students who do attend athletic events show signs of spectatorship, and the UTC athletic department generates more revenue compared to in-conference peer institutions. Based on these findings, I offer recommendations to the UTC administration and athletic department that are aimed at increasing fan engagement and resolve student concerns expressed in the survey through the creation of new traditions, increasing fan identification among current students, enhancing fan and spectator engagement, and development of a brand ambassadorship program.

Acknowledgments

Dr. Randy Evans UC Foundation Professor, Management Thesis Director Dr. JAy Blackman Deputy Athletic Director, Internal Operations Department Examiner Andrew Horton Deputy Athletic Director, External Operations Department Examiner

IRB Number

23-139

Degree

B. A.; An honors thesis submitted to the faculty of the University of Tennessee at Chattanooga in partial fulfillment of the requirements of the degree of Bachelor of Arts.

Date

8-2024

Keyword

Fan Engagement; UTC Athletics; Athletic event attendance; Spectatorship

Document Type

Theses

DCMI Type

Text

Language

English

Rights

http://rightsstatements.org/vocab/InC/1.0/

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