Authors: Robert Zullo
Robert Zullo, PhD
319 South Market Street
New Wilmington, PA 16172
Dr. Robert Zullo is an Associate Professor of Business and Sports Management at Westminster College in New Wilmington, Pennsylvania, located between Pittsburgh and Cleveland. He is also Program Coordinator for the Sports Management program within the School of Business and previously worked in intercollegiate athletics at the Division I level.
Sports Marketing & Publicity Efforts in Division II Intercollegiate Athletics
While much research has been conducted on sports marketing efforts within Division I intercollegiate athletics and outsourcing sports marketing within Division I intercollegiate athletics, there are limited studies examining sports marketing within Division II athletics beyond factors impacting Division II football attendance or basketball attendance. Previous Division II scholarship has also focused on burnout, compliance, gambling, risk management, sports information work-family conflict and student-athlete development. This research examined what resources were allocated towards marketing within Division II athletic departments to foster publicity efforts, revenue generation and community relations. It also examined which sports are prioritized as well as the preferred inventory for sponsors given that the Division II athletic programs are traditionally not afforded the same media opportunities as their Division I counterparts. Collected data was analyzed along with qualitative responses. The findings and recommendations are valuable to Division II athletic directors, administrators, presidents and conference commissioners to help discern best practices as well as those in academia to afford them a focused Division II perspective given the emphasis continuously placed on Division I sports marketing operations.