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.
Gashaw Abeza, Norm O’Reilly, Kyle Kashuck, Joshua Law and Alexandra Speck
Heather J. Lawrence, Andy J. Fodor, Chris L. Ullrich, Nick R. Kopka and Peter J. Titlebaum
demands of a football program in the short term, but the additional number of student athletes would push the space to its capacity. Future renovations would be required for all player support areas a few years into having a football program. To launch the program, player support facility renovation costs