Losing the Core Sport Product: Marketing Amidst Uncertainty in College Athletics.

• Autores: Michael Hutchinson, Cody T. Havard, Brennan K. Berg, Timothy D. Ryan
• Localización: Sport Marketing Quarterly, ISSN-e 1061-6934, Vol. 25, Nº. 3, 2016, págs. 185-194
• Idioma: inglés
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• Resumen

  • The article reports on the announcement of the University of Alabama at Birmingham (UAB) president Ray Watts on the decision to discontinue the Division I football program in 2016. Some stakeholder groups remained discontent after the decision of becoming the first Football Bowl Subdivision (FBS) program to disband in almost 20 years. The division of marketing of Sarah Fletcher would be met with challenging modifications because of the prominent role of football in marketing communications.