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The Sports Appeal: Are Atheletics A Viable Academic Marketing Vehicle In Higher Education?, Reagan Thomas Chenevert

LSU Master's Theses

Universities are beginning to brand themselves. The days when the doors to higher-ed opened and students flooded into the classrooms are no more. Colleges have to find ways to separate themselves from each other in a noisy marketplace. Also there is a decline in newsroom resources for academic coverage, which leaves university marketers searching for ways to communicate their messages. However, universities have another available marketing outlet, which is not seeing declining media attention: sports. College sports are a big business, which generate national media attention. The Southeastern Conference had revenues of over $100 million from the marketing of its …