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This case study presents the challenge of declining football attendance that a number of NCAA football programs are facing. The case participants (as members of a hypothetically formed advisory board) are asked to develop adaptive strategies and tactics to respond to this challenge by conducting an in-depth examination of fans’ declining stadium attendance and proposing recommendations to the Pac-12 Commissioner’s office. Particularly, students are expected to detail the reasons for fans’ declining stadium attendance, to identify the short-term and long-term implications of declining stadium attendance, and to specify adaptive (corrective) strategies that can be designed based on Arizona State University’s ticket-related marketing initiatives as a template. As a member of the advisory board, students are asked to address a list of questions and provide recommendations to address the challenge.
Abeza is with the Dept. of Sport Management, Simmons School of Education and Human Development, Southern Methodist University, Dallas, TX. O’Reilly, Kashuck, Law, and Speck are with the Dept. of Sports Administration, College of Business, Ohio University, Athens, OH.