Electronic Theses and Dissertations

Date of Award


Document Type


Degree Name

M.S. in Sport and Recreation Administration


Health, Exercise Science, and Recreation Management

First Advisor

Kim R. Beason

Second Advisor

Josephine C. Nicholson

Third Advisor

Martha Bass

Relational Format



The purpose of this study was to explore promotional incentives effects on attendance at men and women college basketball games in Power Five conferences during the 2015-16 season. The sub-objective was to explore the data to determine if distinct market segments emerged based on the promotional strategies measured as part of the study. The study variables are based on recommendations and suggestions from completed research exploring similar phenomenon among MLB teams (Boyd & Krehbiel, 2003, Boyd & Krehbiel 2006, Browning & Debolt, 2007, Howell, Klenosky, McEvoy, 2015). There were 20 men and 20 women teams from Power Five conference with a total of 641 games played by these 40 teams; 335 men games and 306 women games, respectfully. A multiple linear regression was applied using attendance as the dependent variable. Attendance was defined as the percentage of venue capacity filled for each game. Results revealed that several promotional strategies at women games significantly (p < .05) increased attendance. Significant women strategies included: giveaways under $5, t-shirt giveaways, and group discount. There were no significant promotional strategies that increased attendance for men games. There were two strategies that predicted lower attendance; giveaways under $5, and ticket discounts. Women results found significant predictors that increased attendance in covariate predictors; conference games, and home team winning percentage. Several covariate factors increased attendance at men games; conference games and weekend games. One covariate for women and one covariate for men had a negative effect on attendance. A Hierarchal Cluster Analysis revealed a three group cluster and four group cluster for women and men, respectively. Results suggest that collegiate marketing directors develop non-conference and weekday game promotions at men games, and spend more money on inexpensive promotions at women games. Promotions at women games should focus on identifying giveaways under $5 during conference games to maximize these findings. Conversely, men games should not spend money on promotions if the intent is to increase attendance. Future studies should focus on delineating promotion categories, exploring college basketball outside the Power Five conferences, and applying this study’s methodology to explore other collegiate sports.



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