•  
  •  
 

DOI

https://doi.org/10.51221/sc.jiia.2026.19.1.19

Abstract

Collegiate athletic departments face increasing financial pressures, making it vital to identify revenue generation strategies that align with fan preferences for sustainable growth. This study explores how various methods, including corporate logos on uniforms, increasing game-day costs, and accepting loans from private investors, are ranked by consumers in terms of their acceptability and potential impact on fan experience. Guided by prospect theory, we hypothesize fans prefer strategies seen as gains rather than losses and fan identification influences these preferences. Results from rank-ordered surveys of 7,110 respondents reveal that strategies enhancing program visibility without direct financial impact, such as corporate logos, are preferred over price increases. Conversely, methods imposing costs on fans, such as increased game-day expenses, rank lower. Understanding these dynamics will help athletic departments tailor revenue generation strategies in alignment with fan expectations.

Download

Share

COinS