Local Restaurants’ Marketing and Sponsorship Within Collegiate Athletics

Corporate sponsorships, trademark licensing, and broadcasting rights within college athletics have become a multibillion-dollar business over the past decade. However, a gap in research exists within local businesses sponsorship of college athletics. Many college towns heavily rely on local businesses, specifically restaurants, to attract and retain sports fans. The purpose of this study is to examine local restaurants’ marketing strategies, community relations, and other sponsorship donations impacting the involvement of its collegiate sport sponsorship at the mid-major conference level. Purposeful sampling was used to include two local restaurant owners who participate in sport sponsorship in a Midwest college team. Semi-structured interview questions were used to acquire marketing strategies, sponsorship, asset selection, and return on investment (ROI) evaluation. Four main themes emerged: (1) the restaurant market in a college town, (2) pursuing big dreams through marketing: advertising, branding, and community connection, (3) progression in athletic sponsorship: decision making, investment, and assistance, and (4) keys to success. Local businesses often have different timing, intensity, and strength marketing strategies compared to those on a national level. The contributions and impacts of this study include sponsorship ROI evaluation strategies for two local restaurants, brand recognition and awareness valuation from their fan bases, and asset mixture selection

Health & Nutritional Sciences Free Communication Day: Spring 2021 Plan B Abstracts

This document contains Plan B abstracts presented by graduate students at the Health and Nutritional Sciences Free Communication Day, held on May 4th, 2021. Abstract titles include: Local Restaurants’ Marketing and Sponsorship Within Collegiate Athletics Preparing the Future of Campus Recreation Motivational Factors Influencing College Choice: NCAA Division I Female Volleyball Athletes The Significance of a Successful Internship Program Foundations of Publicly Subsidized Sport Stadiums: The Case of U.S. Bank Stadium Enhancing Member Experience During a Pandemic The Risk of Depression in Football Players Diagnosed with a Concussion Effectiveness of Color-Tinted Glasses in Reducing Photophobia in Patients Diagnosed with Mild Traumatic Brain Injury or Concussion Policies Surrounding Transgender Athletes and Participation in Competitive Sports Carbon Fiber Insole’s Effect on Running Mechanics in Recreational Runners Comprehensive Analysis of School Wellness Policy Toolkits Fasting for Weight Loss Lactate Supplementation on Exercise Performance Dietitian Involvement in Protein Recommendation Research for AthletesProject title:Supplementation of Omega-3 Polyunsaturated Fatty Acids Improves Recovery and Exercise Performance in Healthy Adults. A Narrative Review of Grocery Store Interventions on Improving Healthy Food Purchases The Relationship Between American Indian’s Socioeconomic Status, Diet, & Gut Microbiome: A Preliminary Research Study Role of Omega-3 Fatty Acids on Pregnancy, Fetal, and Infant Development The Relationship of Blood Serum Levels of Vitamin B6, Folate, and Vitamin B12 on Depressive Symptoms in Adults Aged 18-65