Upon being hired as an assistant wrestling coach at a National Collegiate Athletic Association (NCAA) Division I program, you have learned that your head coach has given you the task of spearheading the marketing efforts for the upcoming season. With little knowledge in this area, you have decided to apply to the National Wrestling Coaches Association (NWCA) Leadership Academy in August at their annual convention. After being accepted, you have learned that a primary emphasis of the academy is providing coaches with the skill sets necessary to be the CEO of their program. As you attend the different sessions at the academy, there are a variety of different traditional and new media marketing initiatives that are presented as potential strategies to grow programs at the local level. With a goal of increasing attendance and social media followers, you are now presented with the challenge of developing a plan to better market the program moving forward.
Coyte G. Cooper
The current study was an investigation of the gender coverage provided on intercollegiate athletic websites within a major BCS conference during the 2005-06 academic year. Due to Title IX and ethical concerns, the expectation was that the BCS sites would provide equitable gender coverage because the athletic departments were part of the National Collegiate Athletic Association (NCAA). Overall, the results revealed that females received highly favorable article (41.2%) and photographic (46.0%) coverage allocations when compared to past content analyses on not-for-profit media outlets. Despite this fact, the results demonstrated that there was a statistically significant difference in the coverage provided to females and males within each of the units of measurement analyzed. Furthermore, the analysis revealed that females received their least favorable coverage allocations within the following units of measurement: advertisements (15.5%) and multimedia (2.5%).
Coyte G. Cooper and David Pierce
With the growing popularity of the Internet as a communication medium, National Collegiate Athletic Association (NCAA) athletic departments have turned to their Web sites to build interest in their product among consumers. As sites continue to develop traffic, it is important to examine the coverage being provided on the home Web pages to determine whether equitable coverage is being allocated to men’s and women’s nonrevenue sport teams. The current research featured a content analysis of NCAA divisional Web-site coverage during an academic school year. From a broad perspective, the results indicated that only Division III provided equitable gender and individual team coverage allocations on its home Web pages. In contrast, the data also supported the notion that Division I athletic programs (Football Bowl Subdivision [FBS] and Football Championship Subdivision [FCS]) provided significantly more coverage to men’s baseball, men’s basketball, and men’s football than nonrevenue-sport teams. The FBS and FCS coverage inequalities are discussed in depth in the article.
Ludovic Birot, Christophe Pecout and Coyte Cooper
The aim of this study was to analyze the cinema news produced during the German occupation of France (1940–1944) to better understand how information and news about sports were used to disseminate propaganda. Sports held a much bigger place in the cinema news of that time than in today’s televised news. Given the keen interest in sports information shown by the Nazi propagandists, the authors sought to determine how competitive sports and, more broadly, athletic practices were used by the German Reich and the Vichy government to advance propagandist goals. They found that sports information was presented in 2 manners. For spectator sports, a strategy of news “screening” was used to prevent unwanted images from national and international competitive matches from being seen. For the sports practiced by the French population, films dealing with these sports were made. Both types of documentary film were found to have propagandist goals, with images manipulated to change the population’s lifestyles to better serve the political regime in place.
Coyte G. Cooper and Richard M. Southall
Over the past few decades, college sport in the United States has increasingly adopted a commercial institutional logic when engaging in an athletics “arms race.” With decisions by some athletic directors to eliminate certain nonrevenue Olympic sport programs for spending reallocation, it stands to reason that programs such as men’s wrestling will need to enhance their revenue streams to remain viable in future years. The purpose of the study was to investigate the motivational preferences of online wrestling consumers (N = 451) to provide a core foundation for the development of strategies to enhance interest in the college-wrestling product. In addition to illustrating that online consumers responded most favorably to the sport-related wrestling motives, the data also supported the notion that the motivational preferences of consumers varied when focusing on the demographic information of participants.
Erianne A. Weight, Coyte Cooper and Nels K. Popp
Philosophical debate about the proper role of athletics within the academy has reverberated through each era of collegiate sport, and a growing body of literature points toward an impending tipping point unless radical reform ensues. This study contributes perspective to a proposed reform model through investigating perceptions of National Collegiate Athletics Association Division I coaches (N = 661) about their roles as educators and how this role could be altered through structural and philosophical changes within the academy. Quantitative and qualitative data provided mixed findings related to coach support for an integrated organizational structure with high variance in all structural facets explored except for compensation, where coaches believed structures should not be uniform between athletic and academic units because of the perceived greater workload, hours, media attention, and pressure in athletics.