Terence Eddy


Stotlar, David

Committee Member

Gray, Dianna

Committee Member

Heiny, Robert

Committee Member

Iyer, Vish


Sport & Exercise Science


University of Northern Colorado

Type of Resources


Place of Publication

Greeley (Colo.)


University of Northern Colorado

Date Created





163 pages

Digital Origin

Born digital


Despite its popularity, college sport overall has struggled as a commercial enterprise. With these economic difficulties in mind, the issue of commercialism has been at the forefront of college athletics since the 19th century, and corporate sponsorship is considered by some to be an especially destructive element to the egalitarian nature of amateurism. While there can be little debate that naming-rights sponsorships can be quite lucrative, many institutions are hesitant to fully explore naming-rights. Institutions may consider corporate names for smaller areas of the facility, such as club or suite levels, but changing the name of the stadium or field is considered by some administrators to be an attack on the tradition of the football program. Although these concerns for tradition seem warranted, little is known about how fans might actually perceive a change in a stadium name. Data collection for the study took place from October to December of 2010. The study was conducted at a variety of NCAA Division I - Football Bowl Subdivision stadiums around the United States. Participants were contacted using an intercept survey distribution method at tailgating areas prior to college football games and were asked to complete a 39-item survey instrument. A total of 800 participants completed the survey, with 731 considered acceptable for inclusion in the analysis. Once data collection was complete, exploratory factor analysis (EFA) with an oblique rotation technique was used to determine the exact structure of the multi-dimensional constructs. Using the factor structure from the EFA, two multiple linear regressions were conducted. Next, a Multivariate Analysis of Variance (MANOVA) was run to determine if the dependent variables from the above tests differed based on various demographics and involvement related factors. Both of the regression equations yielded significant models, and there were four individual factors where groups differed in the MANOVA. In summary, it appears that there are significant relationships between many of the variables in this study. Having an understanding of the interplay between these variables relative to fan behaviors is important for athletic administrators, particularly those that are considering finding a naming-rights sponsor. However, the data suggest that the strength of these relationships vary greatly between fans groups associated with different college football teams.

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