Coalition: NCAA Football represents a coalition of the American Football Coaches Association (AFCA), the Collegiate Commissioners Association (CCA), the National Association of Collegiate Directors of Athletics (NACDA) and the National Collegiate Athletic Association (NCAA), which are the stakeholders for college football. The AFCA and NACDA began the effort in 1995 with the formation of College Sports USA.
Mission: To improve, promote and protect college football for those who play, coach and support the game.
Objectives: The NCAA Football mission is supported by these objectives:
Increasing interest through targeted grassroots, promotional and interactive programs; Encouraging good sportsmanship to help foster a family-oriented atmosphere at and around games; Developing promotional and marketing opportunities to create a single voice for college football through the collective efforts of the AFCA, CCA, NACDA and the NCAA, and Creating incremental revenues through a sponsorship and licensing program featuring constituent trademarks to support common initiatives, generate new royalties for the membership and financially support worthy projects that advance college football. Board: There are 16 members on the Board of Directors; which includes one individual representing each NCAA Division I-A conference, the AFCA, NACDA and the NCAA, and two from NCAA Division I-AA.
Tagline: "NCAA Football: Every Game Counts."
Promotions: NCAA Football has spent over $10.5 million on promotional programs since 1998. Some of these activities include:
Public Service Announcements (PSA) - PSA's featuring current student athletes who chose to remain in school for their final season of eligibility rather than enter the professional draft are aired on every major television and cable network. Prior to 2003, the PSA focus integrated education, diversity, teamwork and sportsmanship. Branding - The pennant logo was created to help distinguish the college game from professional football. Each NCAA football-playing institution annually receives helmet decals and jersey patches to place on their uniforms. NCAA Division I-A conference members receive these materials and sideline crew caps and vests that are customized to feature their respective conference mark.
www.NCAAFootball.com - The official Web Site for NCAA Football provides in-depth information for all NCAA college football divisions. It is becoming a destination for football fans with the expansion of free audio and video streaming and viewer interactives. Plays of the month, interviews, "magic moments" that feature former great players and coaches, the preseason television show and the weekly radio program are featured. The Web site includes a store that sells NCAA Football merchandise co-branded with a school's logo and products bearing only the mark of the university. Take A Kid To The Game (TAKG) - Over 15,000 children attend college football games each year through this promotional program at more than 200 schools, primarily administered by NCAA Division I-AA, II and III members. Television:
Quest For #1 - This is a 30-minute preseason program that features all Division I-A conferences. NCAA Football began producing and syndicating the show in 2003. Markets have increased from 88 to 119. Daily Electronic Feeds (DEF) - Features are produced twice weekly from August until January by NCAA Football that preview the top games across the nation and the "good works" of individual student-athletes. They are distributed to ABC, CBS, CNN, ESPN, Fox, NBC and other network and cable systems, which include the programming on their respective "daily electronic feed" programs that the provide all of their affiliates. Special Features - NCAA Football collects, edits and distributes plays of the month; a "magic moment" series that recognizes former great players and coaches and special PSAs; e.g., sportsmanship, designed to enhance the game environment for participants and fans. Radio: NCAA Football Insider is a weekly program that is produced and syndicated nationally between the first of August and the end of postseason competition by NCAA Football in cooperation of the American Football Coaches Association. It reviews and previews games throughout the nation, features coaches from all NCAA divisions, and aired in about 50 markets in its first year, which was 2005.
Sponsorships: Corporate America is provided a unique opportunity to market products through a national platform. NCAA Football receives three percent of the marketing dollars allocated by each corporation in the NCAA Corporate Champion/Partner program, which is administered by CBS Sports. NCAA Football attempts to secure non-competing sponsorships.
Licensing: Licensing royalties contribute to the financial foundation for NCAA Football's promotional programs, and generate new revenues for the participating universities, conferences and bowls. The EA Sports video football game generates more than $8 million in royalties for NCAA Football and its members. Wilson Sporting Goods manufactures the official ball for NCAA Football and Nike produces merchandise.
Research: Research projects designed to provide quantitative data to develop marketing strategies and identify trends important to the future of college football is a major priority for NCAA Football. Funding annually is budgeted to engage professional agencies to administer these projects.
Technology: NCAA Football developed a mobile phone application that extends the reach of the NCAA Football Web site. The desktop application launched in August 2006.
Revenues: NCAA Football revenues are utilized to support all promotional and brand marketing activities; assist conferences and/or universities that confront national disasters, and provide grants to affiliated organizations to support programming that enhance the sport and postseason games that sponsor youth football development leagues.
NCAA Football has distributed over $43 million in royalties and grants to its constituencies since 1998. Schools and conferences have received $31 million; bowl associations have been awarded $7 million; more than $2 million has been directed to the AFCA and NACDA, and $3 million has been distributed to the NCAA. An additional $10.5 million has been spent to promote the game during that time.
