College Football Status: Business
College Football Status: Business
It's easy to forget, but college football is a business and when in doubt, decisions come down to money.
College football in the United States is more than just a sport; it's a cultural phenomenon that captures the hearts and minds of millions of fans across the nation. From the excitement of bowl season to the intense battles of the College Football Playoffs (CFP), the passion for the game goes beyond the field.
Let’s dive into the fervor of college football fans, exploring the spectacle of bowl season, the significance of the CFP, the role of brand sponsorships, the staggering money involved, and the incredible power of fandoms and their spending habits.
Money Talks
College football is not just about touchdowns and tackles; it's also big business. The revenue generated from television contracts, sponsorships, ticket sales, and merchandise is staggering. The money involved not only sustains the programs but also fuels the growth of college sports. The financial aspect of college football is a testament to the sport's popularity and its ability to bring communities together.
College Football Playoffs
The College Football Playoffs, introduced in 2014, revolutionized the postseason landscape. Four top-ranked teams battle it out in a playoff format to determine the national champion. The intensity of these games and the stakes involved have elevated the excitement to unprecedented levels. Fans witness thrilling moments that will be etched in college football history, adding a new layer of drama and anticipation to the sport.
But with each passing season, it seems like we continue to see the same names. For diehard fans of these college football dynasties, it’s confirmation that they chose wisely. While others are reminded that no matter how well their team plays, a national championship (Natty) will continue to be elusive.
The 2023 season has been no different and with selection Sunday taking place yesterday, we have more reason to believe that the Power 5 has turned into the Power 2, with undefeated ACC champs Florida State University (FSU) being relegated to fifth place (just outside the top four playoff positions) only to be replaced by SEC dynasty Alabama University (BAMA).
Obvious outrage ensued with teams, players, and fans in the crosshairs of a decision that was predicated by bias and apparently fortune-telling since many who liked the decision mused that FSU would lose mightily if they were put in the top four.
If an undefeated FSU team who still made it through their championship with a fresh (literally his first start) third-string QB and a defense that won the game, can meet challenges and come together to still do everything right only to have their spot stolen due to the committee’s belief that excluding them would lead to better matchups, we’re left with the understanding that the games don’t matter. Not for playoffs, at least. They certainly matter when you consider how much longer games have been this season in order to accommodate an influx of advertisements.
Going Bowling
Bowl season is a time when college football takes center stage, with teams from various conferences facing off in a series of postseason games. From the iconic Rose Bowl to the Cotton Bowl Classic, these matchups showcase the diversity and competitive spirit of college football. Fans eagerly anticipate these games, often turning them into family traditions and social events. The pageantry, traditions, and the sheer joy of watching their alma mater or favorite team compete add a special flavor to the holiday season.
Brand Bowls
Colleges aren’t the only ones who “win” by going to bowl games. Brand sponsorship opportunities play a pivotal role in the success of bowl games and offer ways for brands to be top of mind during key fan moments. Corporations, both local and national, vie for the opportunity to associate their brand with the excitement and tradition of college football. These sponsorships not only contribute to the financial success of the events but also enhance the overall fan experience. From halftime shows to branded merchandise, sponsors play a crucial role in creating memorable moments for fans.
And then there’s the Duke’s Bowl. A staple of any Southern kitchen, Duke’s mayonnaise joined the world of bowl sponsorships in 2002 and immediately transformed what a brand bowl takeover can look like. Their social accounts, immediately unhinged and chaotic, gave mayonnaise baths in lieu of Gatorade.
In addition to sharing posters and hype content about the upcoming bowl, they also dive into Greek culture with the DMB sorority house, highlighting that they get college culture and have #MayoRush.
https://twitter.com/DukesMayoBowl/status/1731441780485136426
College football IS fun and bowls provide an opportunity for brands to step up, have a bowl potentially named after them, while getting to engage with fans in fun and unexpected ways. It’s brand awareness with a passionate audience that gets rituals, stadium antics, and more. For brands who want more than just a 30-second spot at the Super Bowl, it becomes a central branding moment that can be utilized before, during, and after the game.
Great, but what is the business case for brands to enter this world?
Reach: College football bowl games attract millions of viewers, both on television and in-person. Sponsoring a bowl game provides brands with an extensive platform to reach a diverse and engaged audience, spanning across demographics and geographic locations.
National Exposure and Brand Visibility: Bowl games are broadcast nationally, offering sponsors unparalleled visibility. The branding opportunities include logo placements on-field signage, in-stadium displays, and prominent mentions during broadcasts. This exposure helps brands enhance their national and regional presence, creating lasting impressions among a broad audience.
Association with Tradition and Excitement: College football bowl games are steeped in tradition and are associated with excitement, competition, and celebration. By aligning with these events, brands can tap into the emotional connection that fans have with the sport, creating positive associations and building brand loyalty.
Engagement Opportunities: Sponsorship goes beyond mere visibility; it provides brands with opportunities to engage directly with fans. This can include interactive fan zones, halftime shows, and other on-site activations that allow brands to connect with their target audience in a meaningful way.
Positive Brand Image and Affiliation: Sponsoring a college football bowl game allows brands to align themselves with the positive values associated with college sports, such as teamwork, competitiveness, and community spirit. This affiliation can enhance the brand's image and contribute to a positive perception among consumers.
Consumer Demographics: College football fans often represent a diverse demographic, including various age groups, income levels, and educational backgrounds. Sponsoring a bowl game provides brands with access to a wide range of potential consumers, allowing for targeted marketing to specific segments of the population.
Social Media Amplification: College football events generate significant buzz on social media platforms. Sponsors can capitalize on this by integrating social media campaigns, leveraging event hashtags, and encouraging user-generated content. This amplification extends the reach of the sponsorship far beyond the immediate event.
Team and Community Connection: Bowl games often involve teams representing specific communities and universities. By sponsoring such events, brands can forge connections with these communities, fostering a sense of local pride and support.
Long-Term Partnerships: Successful sponsorships of college football bowl games can lead to long-term partnerships with sports organizations, creating a sustained presence in the sports marketing landscape.
Diehard Fans
College football fandom is a force to be reckoned with. The loyalty and passion fans exhibit for their teams go beyond reason, influencing spending habits and consumer choices. From tailgating traditions to the purchase of team merchandise, fans invest time and money to support their beloved programs.
College football fans are not merely spectators; they are an integral part of a cultural phenomenon that unites communities, transcends generations, and fuels the business of sports.
These fans are wads of cash cloaked in school colors. Bowls and the cities they represent want fans that will attend AND spend money. The selection committee wants what will be perceived as the best matchups because that equates to viewership, betting upticks, and stronger advertising leverage. It all comes down to business.
These passionate fans will travel to attend and support their favorite teams, and they’ll spend money to do it. The fans are in an incredibly powerful position and like most things in business, things won’t change until there is more than social outrage. There is revenue impact.
Hope for Next Year
There seems to be only one glimmer of hope for broken college football — a 12-team playoff. This structure, starting next year, hopes to expand opportunities for schools that don’t seem to have a chance at the top four playoffs. It essentially creates a playoff gauntlet where Cinderellas (read non-Big10 and SEC schools) could force the issue and earn their way into the playoffs.
In the end, fans will have more added hype to their post-season games, and the power of upsets will dictate who holds the trophy in the end. For the sake of college football and its fans, I hope this change creates a more level playing field. Otherwise, we are left with obsolete conferences and a reminder that clout supersedes wins.
Until next week,
CG