"Marketing the 'Big Game': Developing a Student Rewards Program in College Basketball"

From Sports Marketing Quarterly

Review by Ryan Richardson in KIN 332 (Section 2)


Kansas State University found the student population to be sparse at non-marquee games leading up to the historically sold-out Kansas State vs. Kansas University basketball game (also known as the “Sunflower Showdown”). KSU also had a “first come, first serve” seating policy for students at home games, which created a mad rush when the gates were opened. To increase student turnout on the non-marquee games leading to the Sunflower Showdown and to create a safer alternative to students rushing to seats, KSU created a student rewards program.

Students were encouraged to sign up for the program in groups of two to ten people. Students were awarded a point for each home game they attended. The average number of games attended by members of the groups determined their seating for the

Sunflower Showdown. Pre-determined seating would eliminate the unsafe rush for marquee games and rewarding students with seats to the Sunflower Showdown would give students incentive to attend the games leading to it.

The program consisted of 3,324 students in 999 groups. Grouping the students would encourage entire groups to attend games. Registering in groups also emphasizes attending sporting events because of their social nature. Pressure is created on the students to organize and connect with members of the group for each game. This social aspect would also impact less committed spectators who want to be involved in a group. Also, if an individual’s reference group approves of going to the game, the game experience itself is perceived more favorably. Any student who only attended marquee games would be forced to attend other games.

Student attendance to the nine games leading up to the Sunflower Showdown increased on average by 1246 a game when compared to the previous season. That is an 18.2% average increase per game! The program was so successful KSU incorporated it into their other sports. This article shows marketing a rivalry is good. A rival can create an Us vs. Them mindset which helps increase the value of that specific game. Students will also be willing to attend other games to get seats for a rivalry game. It brings in the question of what else students will do to get seats to an important game. The rewards program could be implemented across all sports so attendance to less popular sports increases. The students are provided with a motivation to attend games. The perceived value or importance of non-marquee games increases. This could generate more hype and students not even involved in the program may attend because so many others are.

The program’s reward must be appealing to the customer segment you are targeting. Also, existing marketing activities such as half-time giveaways and entertainment must still be provided. It is important to keep marketing strategies focused on forming stronger connections with the team during a rewards program. Also, the social aspect of attending a game should be highlighted so win or lose, the fans enjoy their experience.

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Review by Jake Kennelly in KIN 332 (Section 2)

In the article it discussed how UNLV was losing attendance at their sporting events and how Kansas St faced a similar issue. It outlined the problem and solution that K. State came up with, and how UNLV could apply it to their own problems. I though the article was very interesting and the idea behind it was very clever, but I don’t think it was necessary to add the UNLV section to it in addition to the Kansas State. I understand that it set up the rest of the article but they could have just based it on Kansas State as they were the ones who were actually implemented the reward system. However, I think the rewards system in a great idea and that it could be used not only in college sports but in all sports as well. I think that JMU could greatly benefit from this system as well. My friends and I only go to a few select games, similar to the situation at Kansas St. and if this reward system was in place I think it would greatly increase student attendance. Also this could be an effective strategy in the 25 strong campaign as well for next year and even for when more renovations are done on Bridgeforth. Kansas State was able to achieve an 18.2% increase in student ticket sales, combine that kind of success with all sports and you can see the potential. This article also had interesting points as to the reason people attend games. The main distinction was between fans and spectators; fans attended because of a deep rooted connection with a team and a spectator attended just to attend. So this system could also potentially turn casual spectators into die-hard fans which would increase profits in not just ticket sales but other areas as well.