Intercollegiate Athletics vs. Academics: The Student-Athlete or the Athlete-Student

ABSTRACT

Athletic programs at many colleges and universities are inconsistent with the school’s mission statements. The term “student-athlete” basically
means that they are students first, and then athletes. We have reached a point here it can be argued that they are instead more athlete-students.
Regardless of National Collegiate Athletic Association (NCAA) rules and regulations that stipulate that they are not allowed to, some student-athletes still receive
preferential treatment and extra benefits while in college. Some recruited athletes are not prepared for the cascade of academic college work along with the additional
demands that NCAA athletics require. The athletic pressures that accompany NCAA athletic scholarship can leave the unprepared student athlete with little time
for academics.
With collegiate athletics becoming a big business the rules associated with how we treat the student athlete must change. It is not unreasonable to suggest
that is the business of college athletics changes then the way we treat the student athlete must change as well. Something needs to change in the way the
NCAA conducts its business. Considering the large amount of revenue that is, and for the foreseeable future will be, generated each year in this industry,
it is only fair that some sort of a stipend system be put in place to compensate student athletes.

Athletic programs at many colleges and universities are inconsistent with the school’s academic missions. The focus on maintaining a strong athletic
program has taken precedence over the scholastic quality of the student-athlete that is accepted into the institution. For the student-athlete this can mean
lowered academic admissions standards and preferential treatment in school. On the other hand, many student-athletes are attending college but not learning,
and are being overworked and undercompensated (Ting 2009). Overall the issue here is about the big business that intercollegiate athletics has become versus
the academic missions of the colleges and universities. The term “student-athlete” implies that the individuals should be students first, and then athletes. We
have reached a point where it can be argued that they are instead more athlete-students.
History/Background
Athletic programs were first incorporated into institutions of higher learning for several reasons: it was believed that participation in sports helped to
build character, it provided entertainment, and it generated positive school and community spirit. “It was also believed that athletics could contribute
to the institutional mission through resource acquisition in the form of money, widespread visibility, increased student enrollment, and enhanced alumni support”
(Gerdy, 2006, p. 46). However, it seems that ever since collegiate athletics began in the late 1800’s, there have been noted problems. In the first
organized collegiate football game Rutgers University beat Princeton, but the team included three players that were failing a math class (Igel & Boland,
2010). Over time, the problem has grown: in the 1980’s 57 out of 106 Division IA institutions (54%) had to be censured, sanctioned, or put on probation for
a major NCAA rules violation (Mandel, 2007). Fifty eight out of one hundred and fourteen did the same in the 1990’s (Friday, 2011). Because of the
current state of most intercollegiate athletic departments, particularly those belonging to the NCAA Division I, colleges and universities have become more
than just institutions of higher learning; they are now also huge players in the commercial entertainment industry (Clotfelter, 2010).
Overall, many athletic programs have become something bigger than the school itself; without the program’s success the schools would not be as attractive
to incoming students (Pope &Pope 2009). The success of these athletic programs lies in the hands of the student-athletes, and they need to be taught that success
on the field does not always mean success in the classroom or in life. Athletics should be extracurricular to the academic priority (O’Toole, 2010).
The Athlete-Student
It is not a question of whether or not the experience for a student-athlete is different from that of a traditional student. Instead, the issue at hand
here is whether or not student-athletes are students that participate in extracurricular competitive sports, or have become athletes that also go to classes whenever
their athletic schedules allow. On one hand, it can be argued that the student-athlete benefits greatly from the relationship that he or she has with the athletic
department and its stakeholders. On the other hand, many claim that the athletic departments have reached a point where they are unjustly exploiting

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and overworking
these athletes, using them to further grow their multimillion dollar corporations.

Some student-athletes still receive preferential treatment and extra benefits while in college in clear violation of the spirit of NCAA rules and regulations..
Colleges and universities routinely lower admission standards for athletes (Laderson, 2002) (Bracken, Scoggins & Weiner 2006). On average, student-athletes enter
in the bottom 25% of their freshman class (Eitzen, 2000). They may even be promised “grades” to get them to attend a particular institution. (Lumpkin,
2008) Some might argue That such unethical behavior would not be necessary if student athletes were encouraged to hold their studies as their highest priority.
Student-athletes also receive extra benefits in the form of money and gifts as rewards for attending a particular university or for a good game-time performance.
Many athletes do not attend college to learn, but rather hope to use their collegiate competitive athletic experience to land positions on professional sports teams
(Ladenson, 2002). They have a distorted idea of what it should mean to be a student-athlete, and believe it to be more like a required minor league that
allows them to get enough exposure to someday make it to the major leagues. With the focus on athletic competition and away from academics, collegiate athletics
has become simply one game after another, after another, devoid of a larger educational purpose or vision, just like professional sports (Gerdy, 2006).
Recruited athletes are not prepared for college work, and then even more athletic demands than they are accustomed to, are placed upon them that allows little
time for academics (Gerdy, 2006) (Ting 2009). Student-athletes entering their first year hold more responsibilities than the non-athletic participating student,
and it may be more difficult for them to transition through changes in athletic participation demands on top of the new social and academic changes. McEwen
(2010) conducted a study using a sample of eleven freshman female student-athletes that were interviewed at the beginning and then the middle of the season. He
found that although all successfully adapted to their new social and athletic lives, only two of eleven (18.2%) were able to transition academically as well.
Athletes spend 30-40 hours per week on their sport which is mentally and physically exhausting, allowing them little time or energy to put toward their studies.
This is one of the reasons why coaches tend to require they take “easy” courses and “easy” majors so that they have a better chance of maintaining
academic eligibility and can still compete (Eitzen, 2000) (Manzo 1994). By promoting an emphasis on athletics being more important than anything else in college,
this also sends a poor message to the future college student-athletes, that athletics provide a “get rich quick avenue from the realities of hard
work, personal sacrifice, and a commitment to excellence” (Haynes, 1990 PAGE NUMBER HERE!). This could not be further from the truth; however, as less
than one out of ten thousand athletes make it into professional sports (Haynes, 1990).
Collegiate athletics has been estimated to be a sixty billion dollar industry (McCormick & McCormick, 2006). It is interesting to note who benefits from
this enormous amount of money. The big conference coaches are allowed agents and sign contracts that bring them hundreds of thousands to millions of dollars
per year in salary alone. The NCAA and the universities benefit from the billions of dollars made and do not have to pay taxes on their earnings as they are claiming
that athletic functions are in line with their academic missions. Corporations and the media benefit as they get business from the exposure at the athletic
events. The student-athletes are the only group involved that are not able to benefit proportionally from the billions of dollars raked in each year.
The NCAA claims that student-athletes are classified as such for a few very important reasons. First, athletes need to be able to claim amateur status.
They do this by remaining academically in good standing and by also not receiving any pay or gifts for their performance or presence as a student-athlete. This
way the NCAA can require them to perform work as athletes for free because it is considered part of the educational mission, which also means that they do
not have to pay taxes on their profits (Eitzen, 2000). McCormick and McCormick (2006) claim that student-athletes at Division 1 NCAA sports at revenue generating
schools are actually employee-athletes and they argue that they should be able to profit as well. The NCAA revealed that football players devote more than
forty hours a week to practicing, playing, and training, but only twenty of those hours are mandatory. This means that putting in the extra hours is a well-known
but non-documented requirement. Being required to participate in any work over forty hours a week is the equivalent to a full time job (Smith, 2011). Like
no other industry in the U.S., the NCAA is allowed to employ one type of labor (athletic participation and performance) without paying a competitive wage for
it (McCormick & McCormick, 2006). The student-athletes instead are provided with scholarships to attend school, which is a positive, but in comparison to
the billions of dollars brought in every year, the tuition money is equivalent to payment in ‘peanuts.’ The student-athletes are being exploited
economically, making millions for their institutions, the NCAA, and other corporations but are provided only with a subsistence wage or room, board, tuition and books.

The long hours that the student-athletes are required to put in are due to the athletic department’s attitudes of having to “win at all costs.”
This can lead to heavily publicized athletic scandals of schools that will pay athletes in money or gifts to attend their schools, or grade changes in order
to keep athletes academically eligible (Lumpkin 2008). Fans and stakeholders of big time programs would rather win and later get busted for cheating than
finish 8-4 or 9-3 every year with a straight-laced program of student-athletes (Mandel, 2007).
Discussions/Solutions
Eitzen (2006) suggests some ways to correct the current state of intercollegiate athletics in order to align the departments with their respective institution’s
academic missions. He suggests that institutions should no longer make admissions exceptions; eliminate freshman eligibility; provide remedial classes and training;
reduce time demands; allow athletes the freedom to transfer schools whenever they would like; give them the right to consult with agents just like coaches
are able to; and give them the right to make money from endorsements, speeches, etc. Smith (2011) suggests that all scholarship athletes should be able to receive
a guaranteed undergraduate education including living expenses, for each year that they participate as an athlete on a varsity team, which they should be
able to redeem at any time. This would allow them to focus on their sport if they choose to do so. At a certain point, taking the sport to the next level
will either pan out or it will not, and at that time the offer should still be on the table for the athlete to complete their degree. The NCAA has been
somewhat receptive to changes regarding the compensation of student athletes. A reform agenda has recently been passed by the NCAA’s Division I board
of Directors that allows schools to increase aid and lengthen scholarship terms to individual athletes (Cohen 2011).

CONCLUSION

Collegiate athletics has become a big business, but athletes are expected to stay the same? How can they be expected to be responsible for contributing to
the growth of a multibillion dollar industry but be the only party to not see any benefits from it (Toma & Kramer, 2009)? Balance needs to be maximized
between academic and athletic programs. If we are going to refer to individuals as student-athletes then they should indeed be held to the highest standard
of both student and athlete. Something needs to change in the process of how the NCAA conducts its business. The NCAA is going to have to admit that the
requirements for a student-athlete, particularly in Division 1 revenue producing sports, are the equivalent of that of a full time job. Considering the huge
amounts of money that are generated each year in this industry, it would only be fair if the student-athletes were all paid a monthly stipend for their participation.
Focusing on the “athletic” aspect of being a student-athlete more than the “student” is unfair and will limit the experiences that
the student-athlete should have while enrolled at the college or university of their choice. In order for the student to be well-rounded, programs must
focus on the concepts of self-sufficiency, independence, and personal goal getting (Haynes, 1990). Almost all student-athletes will end up as a professional in
something other than sports. It needs to be ensured that the students will succeed off the field as well as on the field (Smith, 2011). College is meant to prepare
students for the real world. By failing to adequately prepare our student-athletes the institution also fails to serve this important function.
The argument can be made that collegiate athletics overshadows academia at many schools. However, many feel that the whole university community benefits greatly
from a very successful athletic program. Although preferential treatment may be given to certain student-athletes in order for them to be able to attend
and complete an academic program and play for the athletic department, many believe it can be justified. It can be argued that many of these athletes would
never make it in a higher education program if there were no sports programs to help them get there, and no motivation for them to try to attend. On a small
scale, the university, directly the athletic department, benefits from the athletes because they help in growing the program and making it a success. A large number
of the student-athletes benefit from the university because it provides them with a quality and aspect of life that they normally would not be able to experience.
It is only a tiny minority that benefit from the institution preparing them for a future in professional sports.

ACKNOWLEDGMENTS

None

REFERENCES

Brackin D.,Scoggins C.,Weiner J., (2006). Academic standards lower for U athletes,
McClatchy – Tribune Business News.
Cohen, B. (2011). Big-Time College Athletes Ask, ‘Who’s the Amateur?’ — With
the NCAA now a big business, the stars of the show want their share of the proceeds.
Wall Street Journal, 29 October 2011.
Clotfelter, C. T. (2011). Is Sports in Your Mission Statement? The Chronicle
of Higher Education,
24 October 2010. Retrieved: http://chronicle.com/article/Sports-Are-Good-for-Colleges/125038/

Eitzen, S., (2009). Sport in Contemporary Society: An Anthology, 8th ed. Boulder:
Paradigm Pub.
Friday, W. (2001). Athletics vs. Academics: Both Sides. Matrix: The Magazine
for Leaders in Education.
Nov.-Dec., 2001. Retrieved from: http://findarticles.com/p/articles/mi_6_ai_94510120/

Gerdy, J. R. (2006). Air Ball: University Press of Mississippi. University,
MS.
Haynes, III, L. L. (1990). Athletics vs. Academics: A Focus on the Future. NASSP
Bulletin 1990, 74(8).
Retrieved: http://bul.sagepub.com/content/74/530/8.full.pdf
Igel, L. H., & Boland, R. A. (2010). National Collegiate Athletic Association
(NCAA). Encyclopedia of Law and Higher Education. Retrieved from: http://lawhighereducation.com/92-national-
collegiate-athletic- association-ncaa.html
Ladenson, R. F. (2002). College Athletics: Ethics Case Study Detail, Case 81.
Eighth Intercollegiate Ethics Bowl at the Annual Meeting of the Association
for Practical and Professional Ethics in Cincinnati, February, 2002. Retrieved:
http://ethics.sandiego.edu/resources/cases/Detail.asp?ID=81
Lumpkin, A. (2008). A Call to Action for Facutly Regarding Intercollegiate Athletics.
Phi Kappa Phi Forum.
Mandel, S. (2007). Bowls, Polls, and Tattered Souls. John Wiley & Sons Pub.
New York.
Manzo, K. K. (1994). True Test: NCAA Questions Quality of Correspondence Courses,
Integrity of Exams. Diverse Issues in Higher Education.
McCormick, R. A., & McCormick, A. C. (2006). The Myth of the Student-Athlete:
The College Athlete as Employee. Washington Law Review Association, 81, February
2006.
McEwen, C. (2010). A Qualitative Examination of Sport Transisitions in First
Year Collegiate Female Athletes. M. Sc. Dissertation, Wilfred Laurier University
(Canada).
O’Toole, J. (2010). ‘Student Athlete” Should Not be an Oxymoron.
Los Angeles Times. Retrieved: http://www.kansas.com/2010/06/24/v-print/1374800/student-athlete-shouldnt-be-an.html
Pope, D. G. & Pope, J. C. (2009). The Impact of College Sports Success on
the Quantity and Quality of Student Applications, Southern Economic Journal75.
3, 750-780.
Smith, B. (2011). Lifetime Chits Would Allow Athletes to be Students, Too. Chronicle
of Higher Education, 57(19), A22.
Ting, Siu-Man Raymond (2009). Impact of Noncognitive Factors on First-Year Academic
Performance and Persistence of NCAA Division I Student Athletes, The Journal
of Humanistic Counseling, 48.2: 215-228.
Toma, J. D. & Kramer II, D. A. (2009). The Uses of Intercollegiate Athletics:
Opportunities and Challenges for the University. New Directions for Higher Education,
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2020-06-02T11:24:59-05:00November 19th, 2012|Contemporary Sports Issues, Sports Facilities, Sports Management, Sports Studies and Sports Psychology|Comments Off on Intercollegiate Athletics vs. Academics: The Student-Athlete or the Athlete-Student

Analysis of the Reasoning Behind the Firings of Mike Leach and Jim Leavitt

ABSTRACT

This paper is a thematic analysis of press coverage surrounding the firings of coaches Mike Leach and Jim Leavitt from the 2010. In an effort to understand
the rationale behind their dismissals, this quantitative research uses attribution theory as the basis of the analysis. While the schools stated the firings were
due to the way these two coaches questionably handled a player, the press coverage displayed other reasons. This paper contextualizes the rationale behind their
firings in an effort to explain the current high stakes of major college football.

INTRODUCTION

There are very few professionals with less job security than major college football coaches. Entering the 2010 season, there were 24 new coaches in the
Division I Football Bowl Subdivision (FBS). That turnover represented 20% of all FBS programs. Two of the 24 coaches who lost their jobs following the 2009
season generated national attention from their relatively regional programs. Both Mike Leach of Texas Tech and Jim Leavitt from South Florida lost their
jobs amid controversy and intensive media coverage centering on their off-field actions with some of their players. Prior to the firings, both coaches were
hailed as successful leaders. Issues surrounding their departures cast doubt upon the official reasons stated by the universities. When perceived reality
contradicts public discourse, there is a tremendous opportunity for public relations scholarship. This paper uses thematic analysis of news coverage to demonstrate
how the meanings the universities tried to construct for these firings were essentially refuted in the sports press.

Relevance of Research

The rationale behind the firings of these coaches, beyond what was publicly stated by their employers, is an important topic for researchers
to analyze for multiple reasons. First, as it relates to the growing field of sport communication, it provides content that focuses on the expansive growth
of the college football industry, the salaries provided to coaches, and the overall investment schools are willing to make to be successful on the football
field. Additionally, this research is an important topic as it relates to the fields of mass media, public relations, and journalism. College football is
at such a prominent level in terms of revenue, advertising, and marketing that it shares an escalating symbiotic relationship with the mass media. This media
coverage helps raise the financial stakes of those schools participating at the highest level of college football. The sport has always had this relationship
but since the inception of the Bowl Championship Series (BCS) in 1998, the monetary rewards have risen exponentially. The BCS is the system that selects 12 schools
that participate in the top six post-season bowl games. Those 12 slots are highly coveted since they bring the most money and media attention to the participating
schools (Dunnavant, 2004). The power of the BCS has escalated to a point where politicians are now questioning its possible violation of anti-trust laws (Staples,
2010). This past bowl season, the six conferences that received an automatic bid to a BCS game garnered $145.2 million in revenue from the BCS. That sum
is compared to the $24.7 million awarded to the five conferences that didn’t receive an automatic BCS bid (Murphy, 2011). The manner in which college football
has become such an integral part of the mass media landscape makes any controversy that occurs in the industry worthy of address by academic researchers (Oriard,
2009).

College Football and Higher Education

The rise in college sports, in terms of revenue and media prominence, creates a public relations conundrum. Under the traditional educational perspective,
still touted in their marketing materials, colleges and universities have the primary mission of educating young people and preparing them for adult life.
For the select few student-athletes competing in the high-visibility sports at the Division I level, athletics is still presented as just another outlet
that prepares them physically and mentally for adulthood. However, the financial investments schools are making in their sports programs put this traditional
model in jeopardy. Now, athletes are more than students; they are necessary participants in the school’s profit motives (Sperber, 2000).

The role of the coach is also different in the evolving collegiate sports model. With the amount of money major colleges invest in football and the turnover
rate for head coaches, it is difficult to argue that winning isn’t the coach’s first priority (Stein, 2004). Because the multi-year contracts top coaches command
typically do not permit termination just for losing, a pretext may be needed to fire a coach. While schools are often forced to fire losing coaches because
of disgruntled fan bases, it remains a difficult financial decision. For an academic institution, it would appear that firing a coach for breaking rules
should be an easy decision to make. However, there are a number of college coaches who blatantly violated university or NCAA rules but still kept their jobs. Having
a rule-breaking coach remain on staff appears to violate the principles of an institution of higher learning. Yet, on the football and basketball sidelines
there remain a number of coaches almost impervious to being fired. There must be an underlying reason some schools are willing to be more lenient with rule-breaking
coaches.

LITERATURE REVIEW

From a theoretical perspective, research into the rationale behind the firings of Leach and Leavitt relates to attribution theory. An expert in attribution
theory, Bernard Weiner (1985), often wrote about the human characteristic in which people have a driving need to search for the cause of events. This theory
relates to the persuasive messages used to explain how people account for the actions of others (Woodward & Denton, 2009). Attribution theory is storytelling
and the belief that a persuader tries to figure out how certain behaviors or messages will be perceived by others. The resulting story communicated by persuaders
best suits their needs and goals (Coombs, 2007). Attribution theory relates to public relations and crises communication since responses made by an organization
during the time of crisis will frame the public perception and impact its overall reputation (Heath, Toth & Waymer, 2009). After researching the influence
Word of Mouth Communication (WMOC) has on brand recognition, Laczniak; DeCarlo and Ramaswami (2001) concluded that poor WMOC significantly devalues the public’s
perception of the brand.

Even though there is a relationship between attribution theory and crisis communications, scholarly analysis connecting the theory to sports-related issues is almost
non-existent. In fact, there is almost no academic research into the broad topic of sports coaches being fired. Most of the literature deals with the impact,
in terms of wins and losses when a coach is dismissed during the season (Koning, 2003; Frick, Barros & Prinz 2010; White, Persad & Gee, 2007). One case
addressed by a scholar was the dismissal of basketball coach Jim Valvano by North Carolina State University in 1990. Michael Selvaggi (1993) used legal
analysis to examine the lawsuit filed by the university asserting that it had proper grounds to fire Valvano because of the poor academic progress of his
players. This research determined that this was the first time a school had fired a coach because of a stipulation in his contract regarding players’
academic progress.

Legal scholar Martin J. Greenberg (1991) noted that there is no other business in which contracts are broken more often than the sports industry. Since there
is so much at stake in terms of revenue and publicity, colleges and universities are in a precarious situation when administering punishment for coaches and
players who break rules. Keeping a coach or player out of action because of a violation could endanger a school’s chance of winning a game. That in
turn would lead to economic ramifications (Stangel, 2000).

Based on the cases of Leach and Leavitt and the possibility that they were both fired for other reasons than stated by their employers, this paper will
look to connect attribution theory to each controversy. Based on the research of Laczniak; DeCarlo and Ramaswami (2001), these controversial cases impacted
the overall brand value for both Texas Tech and South Florida. The following research questions will be used to better rationalize the firings of Leach and
Leavitt.

RQ1: Were there other reasons for the firings of Leach and Leavitt besides the rationale provided by their employers?

RQ2: How do the cases of Leach and Leavitt compare to other BCS coaches who kept their jobs after violating NCAA rules during the same time frame?

METHOD

This qualitative research paper is a case study of the firings of both Leach and Leavitt in an effort to better explain the reasoning behind their dismissals.
A case study is expected to “catch the complexity of a single case” by “coming to understand its activity within important circumstances”
(Patton, 2002, p. 297). By using thematic analysis of press accounts, this paper will argue that the universities reasons for the firings of Leach and Leavitt
were not entirely supported by the media reports.

Since college football is still predominantly a regional sport, as noted by Cave and Crandall (2001), this research paper relies heavily upon the relevant
local media outlets that cover Texas Tech and South Florida football in-depth. Those outlets include the Dallas Morning News, Lubbock Avalanche-Journal, and
Tampa Tribune. In order to present a national perspective to this analysis, stories from noted publications such as ESPN.com, USA Today, Sports Illustrated
and The New York Times were also used. These media outlets in particular cover college football in depth and often include critical coverage of off-the-field
issues. Also, these media outlets are highly regarded as the premier sources of national sports journalism.

The research obtained for this paper was a result of a thorough LexisNexis search using the terms Mike Leach, Jim Leavitt, Texas Tech football, and South
Florida football. Due to the fact that both coaches received little national media attention for their programs prior to the 2008 season, the search was
limited to the time frame from 2008 to early 2010. This allowed for the collection of press accounts that detailed the rise of both coaches and then the ensuing
fallout from their crises that occurred in early 2010.

The resulting press accounts served as the data for a thematic analysis of the crises surrounding Leach and Leavitt. This method of collecting data enables
researchers to combine and catalogue related patterns into sub-themes (Aronson, 1994). This method enables researchers to search through data to identify any
recurrent patterns. Themes are then linked together to find similar meetings and patterns. Anne Golden (2003) also utilized a thematic analysis of the sports
media when she examined the differences in the press coverage of the 2002 Winter Olympics and the 2002 Winter Paralympics. Relating to the method used for this
research, Mirca Madianou (2002) conducted a thematic analysis of television news coverage to investigate the coverage of how Greeks are identified in the
media.

To contextualize possible motives underlying the schools’ decision-making, this paper will also compare the cases of Leach and Leavitt to four other contemporary
coaches who broke rules (during the same time frame as the incidents surrounding Leach and Leavitt) established by their employers and the National Collegiate
Athletic Association (NCAA). The four coaches examined in this research: Pete Carroll, Jim Tressel, Urban Meyer, and Nick Saban are universally regarded by
the sports media as the top college coaches in the country. Through the use of media reports, this element of the thematic analysis will exhibit the reasons
that these other rule-breaking coaches were able to maintain their employment during the time frame of the study.

CASE STUDIES

Mike Leach

Mike Leach was the Texas Tech head football coach from 2000 to 2009. His Red Raiders went 84-34 with nine bowl game appearances (5-4) because of their pass-centric
offense that featured the 11 offensive players on the field lining up further apart from each other than what was commonly used by other coaches. Leach’s
success culminated with the 2008 campaign which brought the school its first ever 11-1 season that included a win over top-ranked Texas and a share of the
Big 12 Conference South division title. He was named Co-Coach of the Year in the Big 12, but the Red Raiders were left out of a BCS bowl berth because of
a little known tie-breaking rule. Texas and Oklahoma represented the Big 12 in the BCS while Texas Tech played in the lesser Cotton Bowl, where it lost
to Mississippi.

Oklahoma wound up losing the National Championship Bowl against Florida. Not making a BCS bowl game is a major issue since the Big 12, like the Big East
where South Florida resides, gives a bigger share of the game’s profit to the schools that appear in one of the top post-season games. Other conferences
divide BCS bowl money evenly among all members. This is not the case for the Big 12 and Big East. Therefore, there is a tremendous financial incentive to
be a conference representative in a BCS bowl game for a Big 12 and Big East squad (Warmbroad, 2004).

During his career in Lubbock, Leach’s name was often mentioned with coaching vacancies at other larger programs. Leach stayed with the Red Raiders as he
received a pair of contract extensions. In 2008, he signed a five-year extension worth $12.7 million. This contract gave Leach unprecedented clout at the school
(Leach, 2009).

Crisis: Leach places player in shed

Leach’s crisis began in late December 2009 when Texas Tech suspended him after allegations arose that earlier in the month he had an injured player
sent to an equipment shed as a form of punishment. The player, Adam James, the son of ESPN announcer and former NFL running back Craig James, had suffered
a concussion and was unable to practice. This unconventional move by Leach became a newsworthy topic both locally in Texas and nationally (Dodd, 2009). The ensuing
media hype continued to rise when Leach refused to apologize for his actions and James became the spotlight of local and national sports media (Lubbock Avalanche-Journal,
2009). In just a matter of one season, in the eyes of the national and local media, Texas Tech went from being the upstart program that played a compelling
wide-open offense to the school that employed a coach who humiliated an injured player. This forced the school into an on-going crisis communication phase.
Ultimately, the organization’s crisis communication management would use public relations techniques to attempt to protect the institution’s reputation.

Texas Tech officially fired Leach on December 30th. The firing came one day before Leach was due a substantial $800,000 bonus and a guaranteed $1.7 million
salary for the upcoming season (ESPN, 2009). The amount of money paid to Leach was far more than Texas Tech had spent on coaches in the past. However, it is
similar to the salaries of the major national coaches also in the Big 12. For example, Mack Brown of Texas received $5 million per year and Bob Stoops of
Oklahoma received $4.2 million per year (Rohode, 2010).

After Leach was fired he went on the media offensive criticizing the school and its athletic department. He claimed that the school “conspired”
to fire him because of the $800,000 bonus he was due. In court documents, his lawyers argued “TTU would obtain the benefits of Leach’s performance
but chisel him out of his compensation” (Associated Press, 2010). He also said the animosity between him and the school was a result of the contract negotiations
he went through the previous year (Evans and Thamel 2009). Since Texas Tech had such a productive 2008 season going 11-2, Leach’s name was constantly
attached to openings at large programs including Auburn and Washington. Subsequently, in an effort to keep Leach in Lubbock, Texas Tech was forced to renegotiate
the coach’s contract. Larger football schools must commonly increase incentives in order to keep a head coach if he wins. Texas Tech was essentially in an unfamiliar
situation from a financial perspective to be bidding against itself to keep Leach.

Leach said of his relationship with Texas Tech administrators, “It’s shocking to me that there’s people working together that were trying to
get me fired last year after an 11-1 regular season,” Leach said. He added: “I believe in everybody working together and that together we could all
accomplish great things together, but then I discover that’s not the case and that the very foundation is crumbling out from under me. Betrayal’s
really hard” (Evans and Thamel, 2010). Providing support to Leach’s claims that the school’s top administrators did not want him running the
program regardless of the James situation, the Dallas Morning News acquired internal emails from 2008 to 2010 between Tech administrators, primarily Chancellor
Kent Hance and athletic director Gerald Myers, and athletic booster Jim Sowell of Dallas during Leach’s contract negotiations. The emails display a general
lack of support for Leach even though the school was going to offer him a major pay raise. One message had Sowell recommending to Hance and Myers that Tech
should stand firm in its negotiations with the coach. “You should sign a contract that would not cost us too much to fire him,” Sowell wrote.
“He has to have a big buyout. He has shown no loyalty” (Dallas Morning News, 2010). Leach’s attorney also stated that reports show that Hance
informed an attorney investigating James’ claims against Leach that they were “too milk toast” and “too mild” (USA Today, 2010).

Leach also contended that the celebrity status awarded to James because of his father’s NFL career and status as an ESPN commentator accelerated
the firing process. (Evans and Thamel, 2010). Texas Tech officials denied these claims and fired Leach with cause because of his insubordination and lack of
assistance during the James situation and the resulting investigation (Carver, 2010). The back-and-forth claims eventually led Leach to sue the university
on a number of claims. A district judge ruled that Leach could sue on one count of breach of contract. To date both sides are still entangled in a legal battle
(Blaney, 2010).

Jim Leavitt

Leach and Texas Tech’s national rise almost paralleled that of Jim Leavitt and the University of South Florida. Leavitt was ostensibly the godfather of
Bulls football. He coached at the school from 1997 to 2009. Beginning in 1997, South Florida was a I-AA program that eventually joined I-A’s Conference
USA in 2003. After just two seasons in the conference, South Florida made another significant jump, this time to the Big East and its BCS conference status. Once
again Leavitt was at the helm as the USF program grew and won simultaneously. South Florida made five straight post-season games from 2005 to 2009.

The peak of Leavitt’s career and the height of South Florida football came in September 2007 when the program made its first-ever appearance in the
Top 25. As the Bulls kept winning that season, they made it to No.2 in the BCS rankings. Only Ohio State had a better position than the Bulls. South Florida
lasted in that spot only one week as it fell to conference rival Rutgers in a nationally televised contest. Two more losses came in ensuing games as Leavitt’s
squad eventually dropped out of the rankings. The Bulls finished the season 9-4 with a loss to Oregon in the Sun Bowl.

Even with the late season dry spell, Leavitt was rewarded with a contract extension that would pay him $12.6 million from 2008 to 2014 (USA Today, 2010). Much like
Leach, other major programs also courted Leavitt prior to his signing this contract extension. Schools such as Alabama, Arizona State, Kansas State, and Miami were
reportedly interested in Leavitt’s services (Donahue, 2006). Leavitt often cited his allegiance to the university as the main reason he stayed in Tampa.
His allegiance was rewarded with a new contract, an uncommon policy for the school that only a few years prior had become a Division I program.

Crisis: Leavitt has altercation with player

The Jim Leavitt case mirrors Leach in many ways. Leavitt coached USF from 1997 to 2009 to a 94-57 record. Like Texas Tech, USF never made a BCS bowl appearance
even though it came very close. To stay competitive in an extremely difficult market, USF gave Leavitt a raise to keep him as its football coach. This raise
came just before a controversial incident, as was the case with Leach. On November 21, 2009, during halftime of a game against Louisville, Leavitt apparently struck
one his players, sophomore Joel Miller, a claim that Leavitt denied to school officials. Fanhouse.com first reported the story of the halftime incident (McMurphy,
2010). Afterwards, Leavitt responded: “It’s absolutely not true. It’s so wrong. It’s so far out there. I’m very disappointed something like this would
be written” (Auman, 2009). Leavitt contended that he was trying to raise the spirits of an upset player.

When first contacted by the media following the breaking story, South Florida representatives neither supported nor criticized Leavitt. “The University
of South Florida is aware of the story and will review the matter promptly,” said Michael Hoad, USF vice president for communications. “We’re committed
to ensuring due process for everyone involved. To ensure fairness, the university doesn’t comment during a review” (Auman, 2009).

An investigation followed and it was concluded that Leavitt grabbed Miller by the throat, slapped him in the face and then lied about it (ESPN.com, 2010).
USF made the findings first known to the media through a press release. The investigation conducted by the school also revealed that Leavitt lied to investigators
and had encouraged players and coaches to do likewise. In the wake of the report, Leavitt said he did not hit the player or ask others to lie on his behalf. USF
President Judy Genshaft and athletic director Doug Woolard asked Leavitt to admit to the incident as a result of his momentary loss of control. The coach
refused to do so, saying he was “sticking to his guns.” Just hours after he refused to admit to his misbehavior as stated in the investigation
to the school’s top administrators, Leavitt was fired on January 8, 2010 (Peterson, 2010). In a press conference announcing the firing, “neither
Genshaft nor Woolard took questions and specifics about Leavitt were not discussed” (Fox Sports, 2010).

Financial considerations were also present in the Leavitt firing. ESPN.com reported in January 2010: “Leavitt just finished the second season of
a seven-year, $12.6 million contract extension that calls for a base salary of $800,000 in 2010. The terms of the contract stipulate that if fired with
cause Leavitt is entitled to one month’s base pay, in this case $66,667. If fired without cause, the university would owe him 75 percent of what he’s owed
for the remainder of the contract.”

RESULTS

Table 1. Themes of press coverage surrounding firings of Mike Leach and Jim
Leavitt

Themes of Press Coverage of Leach and Leavitt
1. Coaches are praised for putting their programs on the national stage.2. For the first time, Texas Tech and USF must keep renegotiating contracts
with coaches.
3. Texas Tech and USF get close to BCS game but fail to make it.
4. Focus on Leach and Leavitt immediately goes from praise to their scandals.
5. Firings become national stories as journalists look to explain the situations.

6. Both schools attribute the firings to just the incidents in question.

7. Both coaches were due raises but were fired before they were paid.
8. School administrators characterize both as difficult or odd – other motives
regarding firings emerge.
9. Coaches who get schools to BCS games can encounter multiple offenses
and not lose their jobs.

Even though both Texas Tech and USF in their press conferences and reports to the media stated that the firings were a result of the way the two coaches
handled the players in questions, other motives clearly emerged in the press. The amount of national media coverage regarding these two regionally based coaches
indicates journalists were in search of deeper meanings behind their dismissals. To answer RQ1, the other reasons appear to be financially motivated, along with
administrators from both schools growing discontented with the coaches’ behaviors.

In the Leach case, there is an email trail that clearly displays the displeasure Texas Tech administrators had with giving Leach so much money and prestige.
If Leach brought BCS riches, it’s likely the school would maintain its relationship with him despite its displeasure. Since Leach did not provide the
school with its ultimate goal of being in a BCS game, Texas Tech was unable to take the national criticism it received as a result of Leach’s actions
(Jonsson, 2009). Spencer Hall (2009) wrote” It makes sense in a world where Leach, an oddball among oddballs, finally reaches the limit of tolerance
both on his part and on the part of his bosses in the TTU administration. Leach’s contract negotiations were, to put it politely, contentious. His flirtations
with other jobs were brazen. The university’s patience with his high-profile antics was running low.” The idea that there was more to Leach’s
firing than just his behavior with James was further supported by Magary (2009), “Just last year, he was nearly dropped by the school in the wake of contentious
negotiations. Just as the James saga was likely the last straw for the school to keep Leach around.” Based on attribution theory, Texas Tech explained
Leach’s firing for just one reason, not for the multiple reasons as stated in the media.

This rationale also holds true for Leavitt, a coach without a BCS bowl game to his credit who got a big pay raise right before a controversial incident.
South Florida was unwilling to tolerate national criticism created by a high paid coach that did not deliver the school the coveted BCS prize. As deplorable
as it is for a coach to hit a player, conflicting stories about the incident, including statements by Miller, make Leavitt’s abrupt firing questionable
in its motives (Schad, 2009). Even though Leavitt listened to other job offers, it does not appear that the ill will between him and the school ran as deep
as it did between Texas Tech and Leach. Rather, Leavitt’s biggest mistake was not winning a conference championship prior to the incident with Miller.

		"If his team was coming off a Big East title he might be able to survive 
	  this (for right or wrong), but when his teams routinely fizzled over the second 
	  halves of seasons, and with the way his team was a disaster in the classroom 
	  (with one of the nation’s worst rankings according to the Academic Progress 
	  Report), this wasn’t that tough a call for the university” (College 
	  Football News, 2010)."

Richard Cirminello echoed these sentiments with

 
		"Leavitt had become a caricature in recent years, racing around the 
	field as if he was that team trainer with less than all of his faculties. While 
	it was a cute act when USF was climbing up the ladder in the early days, it 
	stopped being endearing when the program stopped improving. The Bulls peaked 
	in October of 2007, rising to No. 2 in the country. Since then, they’ve 
	gone just 16-14, slipping into the middle of the Big East pack. As a program 
	builder, Leavitt had an epic run. As a program elevator, he appeared increasingly 
	out of his league. The incident involving Miller may have been just the ideal 
	opening the administration needed in order to make a change” (College 
	Football News, 2010)."

This “ideal opening” correlates with attribution theory since it allowed USF to tell a particular persuasive story about Leavitt’s firing
that was in the best interest of its stakeholders.

Comparison of Leach and Leavitt with BCS winning coaches

Around the same time Leach and Leavitt faced intense scrutiny from their employers; several other major coaches were also found to have violated rules. The coaches
used for comparison to address RQ2 are Pete Carroll (USC), Jim Tressel (Ohio State), Urban Meyer (Florida), and Nick Saban (Alabama). The media coverage
of these four coaches demonstrates each repeatedly violated NCAA rules and regulations. However, unlike Leach and Leavitt, these four coaches had success in bringing
their schools to BCS games. Also, these coaches did not lose their jobs after breaking the rules. Based on the research, as it relates to RQ2, there appears
to be a double standard for college football coaches. Winning coaches can withstand a crisis or rules violation unlike those coaches without the same BCS success.

For example, Carroll, the former coach of USC, was able to maintain his job from 2001 to 2009 even though he presided over the program that committed a
number of major NCAA violations. So much so, that in June 2010 the NCAA put USC on a two-year post-season ban while also forcing the program to eliminate
30 scholarships and forfeit a number of wins from 2004 to 2006 (Klein and Wharton, 2010). Most of the illegality of Carroll’s program came during the recruitment
of Reggie Bush.

Noted Los Angeles Times sports columnist Bill Plaschke (2009) criticized Carroll’s tenure and his knowledge of the recruiting illegalities by writing “he
goes from saint to scallywag. Carroll says he didn’t know about the Bush violations. That now seems impossible… …he made $33 million from violations that will
cost his old school its reputation, and folks here will never look at him the same.” Carroll was able to keep his job during a period of time the NCAA
was “troubled” by “the campus environment” that he created at USC (Lev, 2010). The NCAA also criticized USC for disregarding Carroll’s
blatant use of allowing influential visitors access to his team by stating in a critical report of the school “”the institution’s failure to regulate
access to practices and facilities” (Gardner, 2010). Clearly, Carroll’s BCS accomplishments helped insulate him from the immediate and harsh punishment
given to Leach and Leavitt.

Ohio State’s Tressel guided his team to three BCS championships, winning one, during his 10 years in Columbus. Those impressive numbers included five
straight Big 10 conference titles. Because of this success, he was one of the top paid coaches in the country with an annual salary that eclipses $3.7 million
(Berkowitz, 2010). However, Tressel faced scandals several times during his Ohio State tenure. Longman (2007) wrote that both his career first at Youngstown
State and then OSU have been tarnished by a number of issues. “At both colleges, his top quarterback took money from boosters in violation of NCAA
rules. Maurice Clarett, the running back who played a vital role in Ohio State’s national championship in 2002, sits in prison after a sad descent. A number
of other Ohio State players have encountered legal or disciplinary problems since Tressel became head coach in 2001, and his academic record, while improving,
remains mixed.” Longman (2007) also wrote that Ohio State’s athletic director was a “staunch ally” of Tressel. As it relates to Leach,
he certainly was not an ally of top Texas Tech officials.

There was a similar relationship at Florida between Meyer and athletic director Jeremy Foley. Meyer was the recipient in 2005 of a seven-year contract worth
$14 million handed out by Foley (Low, 2009). This salary was a result of Meyer’s two national championships and the highest winning percentage in the BCS. However,
during this time in Gainesville, 27 of Meyer’s players were arrested. The charges varied from larceny, stalking, to assault. The arrests forced Meyer
to defend himself by saying “it’s not a dirty program” (Associated Press, 2010). Tressel was fired by OSU in 2011 and Meyer retired in late 2010.

Alabama’s Saban, a winner of three BCS games and a national championship, encountered scandal in the summer of 2010 when a number of his players were
involved with illegal dealing with agents (Mandel, 2010). Saban did his best to distance himself from the issue, but this followed another scandal where
a number of Alabama players were caught in unauthorized selling of their free textbooks as a result of their scholarships (Miasel and Schlabach, 2010). During
his time at Alabama, Saban has dealt with “text book scandals and felonies” (Brizendine, 2008). While Alabama was forced to vacate 21 wins and placed on
three years-probation, Saban’s job was not in jeopardy as a result (Hooper, 2009).

DISCUSSION

The one-dimensional storytelling via the media conducted by both Texas Tech and South Florida regarding the firings of Leach and Leavitt has a direct relationship
with attribution theory. Since these schools omitted other relevant and significant factors, such as disputes with administrators, uneasiness about renegotiating
contracts, general odd behavior, and poor academic performance by the players, their messages to the media suggest they were doing so to protect themselves
and their stakeholders. These other factors were well documented by journalists.

For Texas Tech and USF, this protection was a manifestation of attribution theory in action. The rationale behind the firings of Leach and Leavitt was
public relations and marketing driven. Texas Tech and South Florida did not want to expand publicly on these other issues and instead focused their messages
on the intolerant behaviors Leach and Leavitt displayed in an effort to perpetuate the image that the schools are institutions of higher learning, not just football
academies. Also, by crafting a public story focused just on the singular activities of Leach and Leavitt, it gave the schools the rationale of firing a coach for
just cause. Texas Tech and South Florida called upon the persuasion techniques of attribution theory to create a story that would have fans, and some journalists,
believe the outcomes of the events were solely a result of the singular actions of both Leach and Leavitt.

These two schools were able to employ their crisis communication techniques of creating a favorable story line because so many media outlets were willing
to carry their message in an effort to gain more content and programming. The addition of ESPN’s Craig James into the story generated even more media
attention. Most of the coverage about the other issues surrounding the firings came from the national outlets. This finding is noteworthy as it underscores
the symbiotic relationship the local Texas and Florida news outlets share with Texas Tech and South Florida. The local media outlets may have shown restraint
in creating critical coverage of these two universities. The exception was the Lubbock Avalanche- Journal that did run a number of pieces illustrating the
problems between Texas Tech administrators and Leach.

In the context of this research, there appears to be a double standard within the highest ranks of college football. Coaches with BCS wins apparently can
withstand a crisis and receive greater support from their employer than those coaches without BCS wins. Unfortunately for Leach and Leavitt, they didn’t
have the same success as the likes of Carroll, Tressel, Meyer and Saban. Relating to the concepts of the attribution theory, a school is unlikely to make public
statements that a coach was able to keep his job because he won BCS games. The school would instead provide other reasons that supported its status as an institution
of higher learning.

CONCLUSIONS

The media coverage surrounding Leach and Leavitt in wake of their scandals demonstrates that the worst action a college coach can do is simply not win
enough. Universities, using the application of attribution theory, are not likely to publicly state this as it would tarnish their overall reputation. However,
it can serve as the foundation for a firing based on another incident that otherwise might not seem related. This idea of using an alternative rationale brings relevance
to this paper’s topic and attribution theory. As part of a school’s crisis communication plan, it might tell a public story that best serves itself
and its stakeholders.

APPLICATIONS IN SPORT

This paper expanded the literature of sport communication to include attribution theory. As previously stated in this paper, attribution theory is not often
included in sports media literature. This paper is one of the few works to introduce attribution theory to sports public relations. A better understanding of this
theory as it relates to sports crisis communication will benefit both academic scholars and professional journalists looking to interpret and contextualize
the issues surrounding the firing of a major college coach. Since schools have so much money riding on the success of their teams, they will continue to dismiss
coaches who do not win enough games in efforts of finding someone who will. Such competition in the industry of higher education that is supposed to both
educate young people and profit from athletic investments will continue to create a constant flow of financial, ethical, and media issues worthy of deeper analysis.

Even though both Texas Tech and South Florida scaled back the amount of money invested in their football coaches, other schools are still pouring millions
of dollars into their programs in search of BCS riches. However, there only a select few games and only half the teams participating in those games can
prevail as the winner. So, there will continue to be more schools that fail in their BCS quest than win. This financial arms race and the adjoining media
coverage should continue to create worthy areas of academic exploration for future researchers. This paper could lead other researchers into examining the
rationale of how and why a football coach was fired by a college or university. As college basketball continues to expand in popularity, similar research could
evolve with that sport as well.

ACKNOWLEDGMENTS

David Dewberry, Yun Xia, Cheryl Moore, Eliot Emert

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2014-11-24T05:48:54-06:00November 16th, 2012|Contemporary Sports Issues, Sports Coaching, Sports Facilities, Sports Management|Comments Off on Analysis of the Reasoning Behind the Firings of Mike Leach and Jim Leavitt

The Impact of Service Quality and Satisfaction on Customers’ Future Intentions, in the Sport Spectators’ Context

Abstract

This study was aimed to determine the degree to which service quality perceptions and customer satisfaction predict the intentions of repurchase and word-of-mouth communication. Nine hundred and twenty five (N=925) spectators of Greek professional football, participated in the study and completed the SPORTSERV questionnaire, to measure the perceptions of service quality, satisfaction, repurchase intention and word-of-mouth. An alpha reliability analysis of the service quality was conducted, to test the internal consistency of the five dimensions (responsiveness, access, security, reliability and tangibles) as a result they were all in acceptable ranges. Satisfaction was measured by five items. Repurchase intention was measured by two items and word-of-mouth was measured by three items. In order to discover possible relations among service quality, satisfaction and future intentions multiple regression analysis were conducted. The results revealed that service quality and satisfaction predict together a significant proportion of spectators’ repurchase intention (the total percentage of prediction was 51%, R2=.511, p< 0.001) and word-of-mouth communication (the total percentage of prediction was 53.8% R2=.538, p< 0.001). This study supports previous research findings with a focus on the sport spectators’ realm, regarding the general impact of service quality and satisfaction on fans future intentions, however there have been some differences in terms of how the service quality dimensions affect these factors. Moreover, sport managers should use this information as a means to understand the future behavior of sport spectators in order to design marketing strategies so as to retain their customers and attract new ones.

Key words: service quality, satisfaction, repurchases intention, word-of-mouth.

Introduction

Service quality and satisfaction have dominated the bibliography on services and sport services literature (8). For many years sport management focused on service quality and satisfaction, which constituted the two key factors of sport organizations, in order to predict the customer’s desirable behavior. Service quality is an important topic in the marketing literature, since perceptions for service quality are directly related to customer satisfaction and customer retention (1). The need for delivering qualitative services to sport spectators’ area can be achieved, by focusing on the spectators’ needs and paying attention to the quality and operation of well-organized sport facilities (47). According to researchers it is widely believed (e.g. 30, 42) that satisfaction is a very important factor which affects the repurchase intention and word-of-mouth communication and thus influence future behavior (19, 25).

In terms of sports, there is no doubt that football is an individual case in the spectrum of sports. This is because of its global popularity, the large number of dedicated fans who clearly identify with the sport as well as the incredible amount of financial investments provided by private enterprise, sponsors and investors (37). Let’s not disregard the nominal profits this sport accumulates.

As far as Greek football is concerned, we can undoubtedly identify specific particularities within the sport (40). For example it is obvious that the overwhelming enthusiasts tend to become quite obsessive and identify with their teams in a personal level. The fans really take it to heart to such an extent that this can lead to friction violence and chaos in the stadium. It should be pointed out that in recent years it has been forbidden for fans to attend matches away from home in order to prevent these violent kinds of outbreaks in the stadiums (52).

The relationships among service quality satisfaction and future intentions are well established in the services area and there is enough evidence to support these relationships in the sport spectrum and the sport spectators’ area as well. Many scholars investigated these relationships and they found that service quality and satisfaction are directly related to customer’s future intentions (8, 30 and 43). However, there is limited information concerning these relationships in the realm of football especially in the Greek region where there is no data available whatsoever.

This study aims to investigate the relationships among service quality, satisfaction and future intentions in sport spectators’ area and particularly within professional football in the Greek spectrum.

Review of literature

Service Quality

In the modern era the continuously increasing competition in the service sector led managers to re-define their strategy to acquire advantages over their competitors and to focus their attention on service quality (16, 35 and 51). The first theoretical approach for quality of services was based on the “disconfirmation paradigm” (16, 34). According to this theory, the quality of services is resulted from a process of comparison of expected performance with the perception for the real performance as it was initially prescribed by Gronroos (15-16). It is has also been suggested that quality can be considered as a personal perception regarding superiority and perfection of a given product or a service (48).

The measurement of service quality has always been a controversial issue. The first instrument for measuring service quality was developed by Parasuraman et al. (1988) and Gronroos (1984). Parasuraman et al. (1988) proposed the five-dimensional SERVQUAL model, while Gronroos (1984) proposed a three-dimensional model. Many other models were developed in the following years along the range of the marketing industry. However, despite the fact that it has been criticized in terms of its applicability across different industries, the SERVQUAL model is the most popular one in the literature (1). Based on SERVQUAL, Theodorakis and Alexandris (2008) developed the five-dimensional SPORTSERV scale for measuring service quality in the sport spectator context. The five dimensions of SPORTSERV scale are “responsiveness,” “access,” “security,” “reliability,” and “tangibles.”

The conceptualization and measurement of service quality remain controversial topics in the services marketing literature (4). However, the vast majority of scholars agree to the importance and the effects of service quality (4, 9). Zeithaml (1988) mentioned that delivery of quality services is a precondition for success. Kelley and Turley (2001) claim that service quality is vital for the survival and the success of sports, while Cronin and Taylor (1992) considered service quality as a key-strategy for the service providers to be placed more effectively in the market.

Satisfaction

Satisfaction has been widely researched and analyzed in great depth in the last four decades (13, 17, 44 and 49). It’s one of the most favored subjects in the services literature in previous decades (11, 20, 32 and 33), as well as in recent times (5, 14, 17, 38 and 43). As for satisfaction, there have been a lot of definitions which show that there are many different perceptions, opinions and arguments among the researchers who deal with the particular subject, regarding the nature and the elements of satisfaction. In the commercial enterprising terminology, satisfaction is reported as a dimension that measures how the products or the services that are offered by a provider satisfy or even exceed the expectations of customers (25).

In the sports context, Oliva et al. (1992) found that sports fans reach some level of satisfaction that is experienced from the follow-up of an athletic act, through the frame “expectation-disconfirmation”. The frame “expectation – disconfirmation”, based on the significance that the satisfaction level is determined by the degree in which the initial customers’ expectations is achieved or is not achieved by the evaluated service. Alexandris et al. (2004) noted that regardless of the disagreements and differences in conceptualizing satisfaction, it is acceptable that satisfaction is a post-choice evaluative judgment and refers to consumer fulfillment. According to Jahanshahi et al. (2011) most definitions for satisfaction share some common elements: a) consumer satisfaction is a cognitive or emotional response, b) this response refers to a particular focus (expectations, product, consumption experience, etc.), c) the response occurs at a particular time (after consumption, after choice, based on accumulated experience, etc.). Customers’ satisfaction is critical in the sports industry, where the sport organizations focus on the needs and wishes of their customers, in order to achieve their objectives (25). Many researchers have concluded that satisfaction affects customers’ repurchase intention and word-of-mouth communication. Therefore such elements are vital for the success of the sport organizations (e.g., 12, 25).

Repurchase Intention

The repurchase intention refers to the consumers’ tendency to buy products or services from the same company or the same organization that provide services (8, 48 and 51). Similarly, according to Hellier et al. (2003) the repurchase intention is the process of purchasing a product or a service from the same company based on a previous experience which undoubtedly was satisfying.

Word-of-Mouth Communication

Word-of-mouth communication is a process in which consumers that have used a product or a service, communicate their experience through word-of-mouth, to consumers planning to buy the product or the service (25). Positive word-of-mouth is reported to be the informal communication among consumers with regard to the evaluations of products or services, particularly when the evaluations are positive and include recommendations to others to proceed in similar purchases (2). Consequently, in contrast to other external promotional strategies used by a sport organization, positive word-of-mouth that includes recommendations, is more important and has a stronger impact on customer’s attitudes and future behavior (18, 25).

Relations among service quality, satisfaction and future intentions

Customer’s future intentions and their decisions to repurchase a service and to indulge in positive word-of-mouth, depends often on a complete evaluation of service and supplier, based on the experience of multiple transactions of services with the given supplier (5, 10). Many researchers determined various factors that influence these intentions. The environment where the service is provided or the facility and its qualitative features have a significant influence on the repurchase intention, as they affect the total experience and satisfaction (5, 14, 25, 28, 38, 43 and 45). Similar results also have been found in other studies, where the researchers paid a lot of attention to the environment and quality of services in facilities (13, 46 and 49), as well as the responsiveness of the personnel (13, 43). Other researchers found in their studies that the most powerful factor that leads to behavioral intentions is satisfaction (7, 30 and 36). Matsuoka et al. (2003) also asserted that satisfaction predicts the repurchase intention. Yoshida et al. (2010) mentioned that satisfaction can create long term profits for sport organizations, including positive word-of-mouth, parallel markets and enhancing the customers’ loyalty. In the sport spectators’ context, satisfaction has been considered as an important feature of predicting customer’s intentions when it comes to attending future sporting events (8, 46). The researchers in the area of services marketing, propose that the spectator’s perceptions for the core product and the secondary services (as an example in the sport spectators area), can coexist as precedents to customer’s satisfaction and their behavioral intentions (35). Other studies (22, 26, 29 and 39), noted that satisfaction is a basic factor, but is only one of the many variables that can influence the future intentions of customers. Kuo et al. (2009) mentioned that service quality positively influences satisfaction; therefore satisfaction positively influences future intentions. They also stated that service quality has an indirect positive effect on repurchase intention through customer satisfaction or perceived value. However, it must be noted that other researchers found that there is a direct link between service quality and future intentions (3, 51).

Although the relationships among service quality, satisfaction and future intentions, are well established in the services area, there is limited evidence regarding these relationships in the sport services area (30). This study, aims to investigate the relationships among the above mentioned factors in the sport spectators area, especially in the area of Greek professional football.

The purpose of this study was to determine the degree to which service quality perceptions and customer satisfaction predict repurchase intentions and word-of-mouth communication. It was hypothesized that service quality and satisfaction would have a strong impact and predict repurchase intentions and word-of-mouth communication.

Methodology

Sample

Nine hundred and twenty five (N=925) football spectators participated in the study. These spectators were attending games of Greek professional football in six different stadiums in Greece. The majority of the spectators were males (80%), single (46.8%), full time employed (52.3%) and aged between 26-35 years old (29.9%). Their educational level was mostly secondary education (40.7%) and university graduates (36.6%). The majority of spectators were of low annual income (39.7% less than 12.000 € per year).

Instrumentation

A modified version of the (SPORTSERVE) questionnaire proposed by Theodorakis et al. (2008) was used that was previously validated and determined to be reliable, in measuring service quality, satisfaction, repurchase intention and word-of- mouth communication for Greek sports spectators. Twenty two items measured service quality. More specifically five items were used to measure “Responsiveness” (e.g. “The stadium personnel has always the willingness to help me”); five items were used to measure “Access” (e.g. “Access to the stadium is easy”); four items were used to measure “Security” (e.g. “I feel secure in the stadium during the game”); four items were used to measure “Reliability” (e.g. “The football club keeps their promises”) and four items were used to measure “Tangibles” (e.g. “My seat in stadium is comfortable”). Five items were used to measure satisfaction (e.g. “I am satisfied with my decision to watch the game”). Two items were used to measure repurchase intentions (e.g., “How possible is to continue watching games of your favorite team in this stadium in the future?”) and three items were used to measure word-of-mouth (e.g., “How possible is it to encourage your friends to come and watch football games in this stadium?”). All, answers were given on a 7-point Likert scale ranging from 1 (Very strongly Disagree) to 7 (Very strongly agree) and referred in previous games.

Data collection

A stratified sampling procedure ensured that the sample was representative of the population measured. Spectators were randomly selected and completed the questionnaires voluntarily. Questionnaires were distributed inside the stadiums and were completed prior to the start of the games. The research had been conducted from September 2010 until March 2011.

Statistical analysis

Reliability analyses (Cronbach’s alpha) tested the internal consistency of the service quality dimensions, satisfaction, and repurchase intention and word-of-mouth communication in the context of the football spectators. Multiple regression analyses were used to investigate the impact of service quality and satisfaction to the prediction of repurchase intention and word-of-mouth communication.

Results

The internal consistency of the five dimensions of service quality (“Tangibles”, “Responsiveness”, “Access”, “Reliability” and “Security”), satisfaction and future intentions (repurchase intention and word of mouth communication) was measured by Cronbach’s alpha reliability and the results are depicted in Table 1.

Table 1

Cronbach’s alpha reliability for Service Quality, Satisfaction and Future Intentions

Factor M S.D. Items Cronbach’s Alpha
Service Quality Tangibles 4.31 1.41 4 .923
Responsiveness 4.47 1.63 5 .927
Access 4.40 1.53 5 .892
Reliability 4.67 1.56 4 .925
Security 4.70 1.62 4 .915
Satisfaction Satisfaction 5.08 1.60 5 .924
Future Intentions Repurchase intention 5.68 1.62 2 .873
Word of mouth 4.61 1.73 3 .879

The analysis indicated high reliability for all five service quality components satisfaction and future intentions.

Descriptive statistics

The findings indicated that people weren’t so happy with “tangibles” (M= 4.31), “responsiveness” (M= 4.40) and “access” (M= 4.47). More positive compared to the previous, was the perception regarding “security” (M=4.70) and “reliability” (M=4.67). People also declared being somewhat satisfied (M=5.08). They also stated that they were very likely to continue watching games at the specific stadium (M= 5.68), but not as much likely to be involved in word-of-mouth communication (M= 4.61).

Regression Analyses

Two separate multiple regression analyses were performed in order to test the degree to which service quality and satisfaction could predict repurchase intention and word-of-mouth communication. In both regression analyses the five service quality dimensions and satisfaction were set as the independent variables, whereas the repurchase intention and word-of-mouth communication as the dependent ones. Service quality contributed significantly (F = 65,698, p< 0.001) and predicted a significant proportion (26.3%) of the variance of the repurchase intention. However, it is worth noting that only “reliability” (t=7,327, p<0.001), and “access” (t=2.395, p<.05), offered a significant contribution. “Responsiveness”, “security” and “tangibles” were not included within the predictors. Satisfaction also contributed significantly (F= 463,835, p< 0.001) and predicted another 24.7% of the variance of the dependent variable. The total percentage of prediction was 51% (R2= .511, p< 0.001). The results for repurchase intention are presented in Table 2.

Table 2

Multiple Regression, Model Summary for Repurchase Intention

Factor B t p
Service Quality Responsiveness -.027 -.881 .379
Access -.070 -2,395 .017
Security .022 .678 .498
Reliability .235 7,327 .000
Tangibles .016 .504 .615
Satisfaction Satisfaction .579 21,537 .000

As far as word-of-mouth communication is concerned, service quality contributed significantly (F=97,826, p< 0.001) and predicted a significant proportion (34.4%) of the variance of the dependent variable. Of the five dimensions of service quality, this time four offered significant contribution (“responsiveness”, (t =2,514, p< 0.05); “security”, (t =3,016, p < 0.05); “reliability”, (t = 6,199, p< 0.001) and “tangibles” (t = 2,787, p< 0.05). “Access” was not included within the predictors. Satisfaction contributed significantly (F=387,699, p< 0.001) and predicted another 19.4%, of the variance of the dependent variable. The total percentage of prediction was 53.8% (R2= .538, p< 0.001). The results for word-of-mouth communication are presented in Table 3.

Table 3

Multiple Regression Analysis, Model Summary for word-of-mouth

Factor B t p
Service Quality Responsiveness .074 2,514 .012
Access -.044 -1,557 .120
Security .095 3,016 .003
Reliability .193 6,199 .000
Tangibles .085 2,787 .005
Satisfaction Satisfaction .513 19,690 .000

Discussion and Conclusions

The purpose of this paper was to determine the degree to which service quality and customer satisfaction predicts repurchase intention and word-of-mouth communication in the sport spectators’ context and especially in professional football. The results supported the research hypothesis, which service quality and satisfaction have an influence and can predict both repurchase intention and word-of-mouth communication in professional football. Based on the results, it can be argued that satisfaction is the most influential factor, especially regarding repurchase intentions. These results confirm the findings from other researchers in the services area (8, 33, 36, 43 and 48). However, the results gave an interesting view for the service quality role towards future intentions. In terms of repurchase intentions, only “reliability” and “access” seem to have a significant impact, while the total percentage of prediction was 26.3%. Surprisingly enough, the influence of “security”, “tangibles” and “responsiveness” were not significant which is an issue that needs further investigation. Theodorakis et al. (2008) found similar results, although in his research “responsiveness” had a significantly weak impact statistically, on repurchase intention. On the other hand, service quality has a closer relation with word-of-mouth communication, given that four out of five dimensions (reliability, tangibles, responsiveness and security) had a statistically significant impact and they predicted 34.7% of the word-of-mouth total variance. Studies in the marketing literature reported that service quality perceptions (3, 51) directly connected to repurchase intention and word-of-mouth communication. The results of the present study provide support for this report. Trying to interpret these findings, we can argue that the nature of sport services and its features create this form. Service quality components relate closely to word-of-mouth communication, but they have a weak relation in correlation with the repurchase intention, whereas on the other hand satisfaction seems to play a more significant role (8, 43 and 48). Given that we have had serious violence phenomena in Greek football recently, it was a surprise that “security” does not affect spectators’ repurchases intention. That might have happened because security might be considered as a problem only in specific matches, where the result of games is very important, and/or the rival teams are located in the same city. It must be noted that fans of the opposite team are not permitted by the Greek law to follow their favourite team when they play away from home. Also, it was not expected that “responsiveness” would not have a significant impact on the repurchase intention.

In summary, this paper has a theoretical value, as it confirms findings from researches in the services area (12, 30 and 36), and enhances the knowledge regarding the service quality, satisfaction and behavioral intentions cycle in the area of sport spectators, particularly in professional football.

Applications in sport

The practical implications are also important, as the sport organizations are struggling to get a competitive advantage and gain a good position in the market. The results of the present study have practical implications especially for sports managers in sport spectators’ area who aim to encourage their customers to attend more often.

In this effort repurchase intention and word-of-mouth communications are considered as vital factors. This indicates that service quality and satisfaction have a very strong impact on both repurchase intentions and word-of-mouth communication, so managers should bear in mind the contemporary needs of today’s spectators in an effort to please them. In other words, sport managers should develop appropriate marketing strategies and invest in quality of services and satisfaction. From a managerial point of view, since managers lack control of the core product, they should try to improve all the secondary services. In terms of service quality, they should emphasize first on “reliability” and then on “tangibles”, “responsiveness” and “security”. “Access” was considered as an important factor for repurchase intention but not for word-of-mouth communication.

As far as Greece is concerned, the fact is that access is already a big problem in the daily routine in Greek cities, so people mind considering this as an extra problem. However, access issues are not going to improve as long as the stadiums are located in the center of densely populated areas.

On the other hand, spectators’ satisfaction is the most influential factor and is very important particularly for repurchase intention. These findings support the results of previous studies that a satisfied spectator is very much likely to proceed in repurchase actions (e.g. 25, 27 and 43). Managers have to put a lot of their efforts on satisfying their customers, because consumers’ satisfaction is the most crucial factor for future behavior.

In conclusion, the present study in the context of professional soccer provided evidence that,

  1. the relationship between service quality and spectators’ repurchase intentions is weak and limited to the dimension of reliability and access only
  2. the relationship between service quality and spectators’ word-of-mouth communication is very strong,
  3. satisfaction has a strong relationship with both repurchase intention and word-of-mouth communication.

Limitations and future research

The present study collected data from Greece’s professional football. As the cultural diversities might influence the conclusions of each study, it would be useful to have evidence from different countries. Thus, cross-cultural research should be conducted in the future and help practitioners and academics to better understand the similarities and differences in the behavioral patterns of football fans internationally.

Finally, along with service quality and satisfaction, future research should incorporate other factors and dimensions that have been shown to significantly predict the spectator’s behavior, such as those of value, loyalty, motives and brand associations.

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Corresponding Author

Yanni Thamnopoulos
Aggelopoulou 46, TK 54352,
Thessaloniki, Greece
[email protected]
+00306948943841

Author Biographies

Yanni Thamnopoulos

Candidate PhD of Department of Physical Education and Sport Sciences in Democritus University of Thrace.

George Tzetzis

Associate Professor of Department of Physical Education and Sport Sciences in Aristotle University of Thessaloniki.

Sakis Laios

Professor of Department of Physical Education and Sport Sciences in Democritus University of Thrace.

2017-08-03T10:44:47-05:00June 15th, 2012|Contemporary Sports Issues, Sports Facilities, Sports Management|Comments Off on The Impact of Service Quality and Satisfaction on Customers’ Future Intentions, in the Sport Spectators’ Context

Point/Counterpoint: Paying College Athletes

Abstract

The notion of paying college football players has been an ongoing debate since the early 1900’s. With current television revenue resulting from NCAA football bowl games and March Madness in basketball, there is now a clamoring for compensating both football and basketball players beyond that of an athletic scholarship. This article takes a point/counterpoint approach to the topic of paying athletes and may have potential implications/consequences for college administrators, athletes, and coaches. Dr. John Acquaviva defends the current system in which colleges provide an athletic scholarship that provides a “free college education” in return for playing on the university team. Dr. Dennis Johnson follows with a counterpoint making the case that athletes in these sports should receive compensation beyond that of a college scholarship and forwards five proposals to pay the athletes.

Key words: pay for play, athletic scholarships

Introduction: History of the National Collegiate Athletic Association (NCAA)

The idea of paying college athletes to compete dates back to what is considered to be the first intercollegiate competition. In a regatta between Harvard and Yale Universities, Harvard used a coxswain who was not even a student enrolled at the Ivy League school (5). Much like today’s universities whose appetites for appearances in corporate-sponsored “big money” football bowl events; Harvard may have used the non-student to please regatta sponsor Elkins Railroad (23).

In the late 1800’s, football played by college teams was a brutal sport but enjoyed by many fans. However, from 1900 to 1905, there were 45 players who died playing the sport (22). This prompted President Theodore Roosevelt to summon the presidents of Harvard, Yale, and Princeton, and threaten them with a ban unless the sport was modified. As a result of that meeting, a group of 62 university presidents convened to form the Intercollegiate Athletic Association in 1906. This group evolved into the NCAA in 1910, but as a group it only possessed supervisory power (22).

College football became even more popular in the period of 1920-1940. This was a time when commercialism in the educational system was being questioned on a variety of levels. One such fundamental question was posed in 1929 by Howard Savage, a staff member of the Carnegie Foundation. He raised a question in an article entitled Athletics in American College (originally published in 1930 but reprinted in 1999) “whether an institution in the social order whose primary purpose is the development of the intellectual life can at the same time serve an agency to promote business, industry, journalism, and organized athletics on an extensive commercial basis? More importantly, the report asked “can it (the university) concentrate its attention on securing teams that win, without impairing the sincerity and vigor of its intellectual purpose” (9, p.495)? Savage also states that “alumni devices for recruiting winning teams constitutes the most disgraceful phase of recent intercollegiate athletics” (9, p. 495). In sum, the original 1929 report claimed that “big time” college sports were not educational, but were entirely financial and commercial.

Athletes during the early and mid-1900’s were routinely recruited and paid to play; and there were several instances where individuals representing the schools were not enrolled as students. For example, there is one report of a Midwestern university using seven members of its team that included the town blacksmith, a lawyer, a livery man, and four railroad employees (5). Other athletes at colleges were given high paying jobs for which they did little or no work. In 1948, the NCAA adopted a “Sanity Code” that limited financial aid for athletes to tuition and fees, and required that aid otherwise be given based on need (5). In the early 1950’s, with the threat of several southern schools bolting from the NCAA, the code was revised to allow athletic scholarships to cover tuition, fees, and a living stipend.

However, by the mid-1950’s many schools were still struggling with the issue of offering athletic scholarships. Some university presidents ultimately decided to maintain the principles of amateurism and further serve the mission of higher education. Those were presidents of universities that today make up the Ivy League. They concluded that it was not in the best interest of their universities to award athletic scholarships, and have remained steadfast even today.

After passing Title IX in the mid 1970’s, the NCAA absorbed the Association for Intercollegiate Athletics for Women (AIAW) and began to govern women’s sport at the collegiate level. Over the past 50 years, the NCAA has also expanded into three divisions with a multitude of championship events on a yearly basis (20). There are more than 1,300 member institutions that represent an estimated 400,000 student athletes who participate in sport (21). The result of this growth and development are enormous increases in revenue. NCAA President Mark Emmert reports the NCAA revenues for the 2010-11 fiscal year is projected at $757 million, of which $452.2 million will go to Division I members (14).

While seemingly operating in a purely capitalistic/professional atmosphere, the NCAA continues to endorse an amateurism concept in college athletics. These competing, and often contradictory, values lead some college athletes in big time football and basketball programs to question the status quo of the present system through their words and actions. For example, many athletes are still attempting to get their “piece of the pie,” albeit under the table. And so it leads to our point-counterpoint.

Point: College Athletes Should Not Be Paid

The intensity of the argument to pay college athletes has escalated in the past few years. Perhaps it’s because of the current economic climate and everyone, including amateur athletes is looking for ways to make money? Or maybe it’s because many higher learning institutions have given the public access to their annual budget and readers focus on the profit of select athletic programs? Or maybe it is due to the absurd coaches’ salaries and the money that colleges make from football bowl games and basketball tournaments? Regardless, this has magnified the fact that the athletes see none of these profits and thus begs the simple question: “Where’s my share?” Perhaps a fair question, but to understand this argument better, a healthy debate is needed. So, here are some points to consider.

Point #1: Education is Money

Colleges and universities provide an invaluable and vital service to our communities: education. A now-famous bumper sticker once read: “If you think education is expensive, try ignorance.” To address that very slogan, the U.S. census bureau, as reported by Cheesman-Day and Newberger (7), expressed this best when they reported that the lifetime earnings for those with a college degree are over $1 million dollars more than non-graduates. Despite such a statistic, essays and op-ed columns continue to pour in from those who favor paying student-athletes while simultaneously refusing to acknowledge or accept the value of a college education. Is a college education priceless or not?

A sports-journalist in a recent national radio interview proposed that any argument against paying college athletes based on the sole reason that education is the prize is “antiquated”. But what seems antiquated and even shortsighted is the belief that paying a college athlete some (or even a lot of) money will solve all or even some of student’s long-term issues. The fear of the NCAA, as it should be, is that the mere notion of paying college athletes undermines the university’s primary purpose – education, something far more valuable than a modest annual stipend proposed by many. If it currently appears that the universities “don’t really care” about the athlete, paying them would intensify that belief, not dissolve it.

The irony in this dispute is that student-athletes do cost the university a substantial amount of money each year. For example, a full scholarship over four years can range between $30,000 and $200,000 depending if the institution is public or private (29). But let’s address this main point head on: There is an obvious lack of appreciation of a college degree from those in favor of paying athletes, and until a genuine gratitude for this concept develops, this argument will probably continue to linger.

Point #2: There Are Problems with Payment

Despite the well-documented scandals and corruption in college athletics (30), many would probably agree that paying athletes would exponentially increase the need for intense NCAA oversight – an enormous task by all accounts. Plus, there are the practical issues to consider. For example, how much should the athletes get paid and will payments be based on performance? What if the athlete gets hurt? What if the athlete is a bust and despite remaining on the team, doesn’t start or even play at all? – Issues that seem to raise far more questions than answers. But perhaps most important – What will happen to the non-revenue sports at the colleges who lose money from all of their sports programs – including football and basketball? It has been shown that only a fraction of Division I football and men’s basketball programs turn a profit (24, 20). The other Division I football and basketball programs as well as sports such as baseball, softball, golf, hockey, women’s basketball (minus a couple of notable programs), and just about all Division II sports not only fail to make money, but actually drain their athletic budgets. The outcome here would be inevitable: Forcing athletic departments to pay its football and basketball players would result in the eventual elimination of most, if not all, of the non-revenue sports. Is that what we want?

We cannot afford to be myopic on this issue. That is, there are only a limited number of programs that make big money, but yet there are hundreds of schools who absorb big losses at the cost of providing athletes a place to compete and earn a degree. The purpose of the NCAA, along with Amateur Athletic Union (AAU), Little League, and dozens of other organized forms of amateur sport is to provide a venue to play these sports – something we should not take for granted. The problem is that some have shifted in thinking that playing an organized sport is a right, whereas it still stands as a privilege.

Point #3: The University Offers More Than an Education

Concerts, lecture series by prominent people, on-stage productions, movies, intramural sports, fitness facilities, and a variety of clubs are all part of the typical university experience. Most students agree that colleges are self-contained acres of learning and socializing, all which takes place in a safe environment. It’s common for schools to subsidize the above-mentioned on-campus activities by adding fees to the tuition – which means that it’s free to a full-scholarship athlete. Other benefits to the athlete include the regular use of pristine gyms, well-manicured fields, athlete-only (and often team-only) workout facilities, sports medicine care, the opportunity to travel via away games, specialized meal plans and free foot gear and athletic attire. In addition, athletes are improving their trade from the best coaching minds in the sport; not to mention having access to some of the best nutrition and strength/conditioning personnel. And perhaps the most overlooked benefits are that the school provides the player with high-profile name recognition, a dedicated fan base, media exposure, and a competitive atmosphere with proven rivals, all of which took decades, effort and money for each institution to establish.

Point #4: The Athletic Department Has Its Role

Keep in mind that student-athletes are not employees of the university, rather they are students first and athletes second. The university can indeed make money from the sports programs; however, for those that do, the money simply goes back into the athletic program to fund the non-revenue sports (24). In fact, every year the NCAA sponsors over 80 national championships in three divisions, demonstrating the range and depth of their organization (20). While it is true that the champion in football and men’s basketball (and most other sports for that matter) seem to come from a relatively small pool of universities, it might be safe to assume that paying athletes would create an even bigger disparity since so few universities actually make money. Let’s face it, we are an underdog-loving country, and paying athletes would all but ensure that teams like Butler University, who made it to the Final Four in consecutive tournaments (2010 and 2011), will never do it again.

Point #5: Athletes Know the Deal

From the moment the full-scholarship papers are signed, each participant’s role is very clear: Schools accept the responsibility of the student’s tuition, meal plan, and boarding, while the athlete is provided with the opportunity to earn a degree, engage in college life and play their favorite sport in a well-organized, and often high profile fashion. The document signed by each student-athlete describes this agreement in an unmistakable manner. Although wordy and at times complex – a necessity due to the nature of the agreement – there’s no vagueness in the general arrangement or a hidden agenda from either party (10). A failure to honor the basic premise of any such contract would cause all forms of business – big or small – to crumble. If for some reason the university could be held liable for entrapment or some other form of dishonesty, then their athlete’s argument would stand on firmer ground. But frankly, the details of this agreement are well known by all involved, and rather strangely, no one seems to mind when signing them.

In conclusion, it should be noted that any NCAA improprieties or blatant corruption may have a carry-over effect into empathizing with the position given here. While corruption and other related-concerns are legitimate and need investigation, paying college athletes still remains a separate debate. It is vital to this process to view each NCAA issue independently and avoid making judgments on them as a whole. The position here is that, like many organizations, the NCAA should not be dismissed or discredited on one issue due to the mishandling of others. Further, if the contention is that many student athletes enter college unprepared or that athletics takes up too much time to excel (or even earn a degree), those are separate, but much needed arguments, and are not related to the issue of paying athletes.

Now more than ever, we live in an era of entitlement. At one time our country viewed the chance at higher education as a priceless commodity. However, it now seems that a college education is not held in the same esteem and worse yet, some see it as simply an opportunity to earn money. Although it is now evident that there has been a failure to convince much of the public of the true value of an education, keeping college athletes as pure amateurs remains the right thing to do.

Counter Point: Athletes in “Big-Time” Sports Should Be Paid

Introduction

The argument that a college athletic scholarship is an equal quid pro quo for a college education has been utilized since athletic scholarships were approved by the NCAA in 1950’s. My colleague makes one point that is totally accurate – a college graduate can in fact make a great deal more money over a lifetime when compared to non-graduates. However, the remainder of the author’s points are half-truths and in reality just plain falsehoods. For instance, a “full athletic scholarships” do not provide a “free” education (as it does not cover all costs incurred from matriculation to graduation. In many cases, the university does not live up to its end of the bargain of providing an education; as evidenced by the dismal number in the graduation rates, especially among African Americans. Furthermore, the athletic scholarship is only a one-year (renewable) agreement that can be terminated by the coach or university in any given year for any reason.

In debating the pay-for-play issue in college athletics, the history of the governing body (i.e., currently the NCAA), their mission and view of amateurism, the past history of college athletes benefitting financially, and the degree to which athletes benefit from the university experience must all be examined. The counter point section of this paper addresses each point made by my colleague. Using the Eitzen (12) analogy comparing the NCAA and big-time athletic programs to the old southern plantation system will be the underpinning wellspring for the subject of athlete exploitation and the financial benefits enjoyed by the university derived from that plantation-like exploitation. An economic viewpoint will be presented to demonstrate the cartel-like atmosphere held by the NCAA while maintaining the illusion of amateurism.

Finally, five proposals that outline means to promote pay-for-play in NCAA Division I football and men’s basketball will be presented. The arguments that follow are specifically tailored for those two sports at schools who receive bonus money from the NCAA, as those universities and their coaches enjoy considerable revenue from TV contracts and sponsorships generated by bowl games and “March Madness” appearances.

Point #1: Athletic Scholarships Provide a “Free Education” is not correct

As mentioned, in the 1950’s the NCAA approved adding living stipends to athletic scholarships that previously included only tuition and fees. Today, the “full ride” scholarship can only include tuition, fees, room, board, and books. And as mentioned in the previous section, in some cases, depending on the school attended, that scholarship can be worth anywhere from $30,000 to $200,000, although the figures $20,000 to $100,000 over a four year period might be more accurate. In any case, that still does not cover the full cost of attending college.

The Collegiate Athletes Coalition (CAC) estimates that NCAA scholarships are worth about $2000 less than the cost of attending a university, as it does not account for expenses such as travel and sundries. Former Nebraska head football coach and United States Congressman, Tom Osborne (R-NE), calculates the gap between scholarship funding and the actual cost of attendance to be closer to $3,000. Even former NCAA President, Myles Brand, indicated that he favored increasing scholarship limits: “Ideally, the value of an athletically related scholarship would be increased to cover the full-cost of attendance, calculated at between $2,000 to $3000 more per year than is currently provided, I favor this approach of providing the full cost of attendance” (23, p.232).

So yes, the scholarship can be seen as pay for play, or at the very least, a quid pro quo for services rendered during a four year period. However, even with a full scholarship, an athlete will have to pay somewhere between $8,000 and $12,000 out of pocket to bridge the cost-of-living gap. Therefore, the full athletic scholarship does not provide a “free” education. Thus question remains: is the full scholarship a fair and equitable deal for the athlete?

Athlete Exploitation-The Plantation System

Eitzen (12) among others (27) makes the analogy that the NCAA operates like the “plantation system” of the old south. The coaches are the overseers who get work from the laborers (players) who provide riches for the masters (universities) while receiving little for their efforts. Perhaps slightly over-stated (obviously the athlete is not a slave, but maybe an indentured servant), the student–athlete is dominated, managed, and controlled, and they don’t receive a wage commensurate to their contribution as expressed in dollars earned by the university. Eitzen notes that athletes are sometimes mistreated physically and mentally and are often denied the rights and freedoms of other citizens. Ultimately, they have no real democratic recourse in an unjust system.

There are other similarities to the plantation analogy. Slaves were not free to leave the plantation much like an athlete cannot get out of a letter of intent (without penalty) and/or transfer without the penalty of sitting out a year. Much like the slaves who had no right to privacy, athletes are subject to mandatory drug testing (even though their coaches/masters are not tested), room checks, and limits on where they can and cannot go in the community. The athletes can be prohibited from political protests and the right to assemble. And finally, they can be subjected to mental cruelty and physical abuse (e.g., early morning torture sessions), all in order to create obedient slaves; student athletes.

Furthermore, collegiate athletics is often the only game in town for many of these athletes. For instance, football players must be in their third year of college or over the age of 21 to enter the National Football League (NFL). Basketball players, on the other hand, must attend college for one year or ultimately sit out a year before they can enter the National Basketball Association (NBA). Thus, the college game has become a “feeder system” similar to a minor professional league and it is in reality, “the only game in town.”

Point #2: Athletes Don’t Know the “Real” Deal

My colleague is partially correct in that most student athletes know that they are getting a scholarship that will allow them to go to school and play a sport. However, many don’t know the “real deal” as they generally have very little understanding they are about to enter a “plantation-like” system in which their scholarship in not guaranteed (i.e., renewable yearly) and can be terminated at any time. Student-athletes are also a led to believe that they will play and receive a college degree while possibly picking up a few fringe benefits along the way.

Take, for example, the recent stories regarding players like Reggie Bush, Cam Newton, or the players at Ohio State who received money and/or other benefits as a result of playing football. Even though student athletes know they will not get directly paid for playing, many desire and even expect some form of compensation. Slack (25) surveyed 3,500 current and retired football players in 1989 only to find that 31% had received under the table money during their college careers and 48% knew of others who had received payments. This seems to imply that while many recruits may indeed know “the deal”, they display their discontent by accepting payments or other benefits not currently allowed by the NCAA.

In reality, the statement “athletes know the deal” with regard to academic achievement and degree completion seems to lack substance. Dr. Nathan Tublitz, co-chair of the Coalition on Intercollegiate Athletes, an organization of 51 faculty senates whose purpose is to remind college presidents, athletic directors, and coaches that student athletes are students first. He points out that:

“…schools aren’t doing these kids any favors by admitting them when it’s unlikely that they will succeed academically. We bring 17 year-old kids, some of them from the inner city and we wine and dine them. They have female chaperones. We put them up in fancy hotels. They come here and see an incredibly fancy locker room with individual TV screens, air conditioning and videogames. They go in and see the new football stadium and the new $200 million basketball arena. They see a medical training facility that is stunningly beautiful with waterfalls, treadmill pools, and the sate-of-the-art medical and dental equipment. They come here and are treated like royalty. Until they break a leg or get put on the second string and they get set aside. Many don’t earn a degree. They don’t have the training or the skills to be independent after they leave the university. They’re lost (28, p.D10).”

When the scholarship is signed, the athlete and his family have reasonable expectations which include efforts by the coaching staff and university administration to meet all obligations of the contract. Additionally, my colleague notes, “that failure to honor the basic premise of any such contract would cause all forms of business – big or small – to crumble.” If the NCAA and athletic departments in higher education are a business, why are they allowed to act in a cartel-like fashion? And finally, do student athletes really know the “deal” when they penned their name on national signing day? It appears they don’t.

Point #3: The University Offers More than Education-It’s Possible-But Not Probable

Academic Detachment. My colleague also makes the claim that the university offers more than an education (e.g., concerts, lectures, intramurals, and clubs) in settings that enrich the college experience. Due to the plantation effect, however, many athletes are not able to take advantage of those events. For instance, few if any of the scholarship athletes would be allowed to play in an intramural contest for the coach’s fear of injury. Student athletes are also over-scheduled with study halls, practices, weight training sessions, film study, individual workouts, more practice, travel, and competition; all in an attempt to help athletes maintain focus on their sport.

Adler and Adler (1) spent five years recording systematic information regarding the athletes’ lives in a big-time college basketball program. After observing, interviewing, and traveling with them, they concluded that big-time basketball and being seriously engaged in academics were not compatible. They also found that freshmen had a period of optimism regarding academics when they first arrived on campus, but after about two semesters they found that the social isolation combined with the fatigue of training kept them from becoming involved in academic life.

Positive feedback these basketball players earned was always athletic-related and not academic. They soon learned what they had to do to stay eligible. Coaches made sure they scheduled classes that did not interfere with practices. Ultimately, the researchers realized that academic detachment was encouraged by the peer culture, and because of their social status (e.g., big man on campus), it became difficult for them to focus on academics.

Coakley (8) reported that not all of the athletes in the Adler & Adler (1) study experienced academic detachment. Those who entered college well-prepared with appropriate high school courses, strong parental support and an ability to develop relationships outside of sport were able to succeed in the classroom. It’s important to note that too many minority athletes from low socioeconomic environments struggle in academics – an issue that is often perpetuated by the coaches. For instance, Robert Smith, former running back for Minnesota Vikings and pre-med student while at Ohio State, needed two afternoon labs in the same semester. Since the labs conflicted with practice, coaches suggested that he drop them because of the commitment he made to play football. Against the wishes of the coaching staff, Smith took the classes but was forced to sit out the season as red shirt athlete; a further example of the plantation effect.

Benson (3) noted that one perspective was missing from the literature included a full expression from the black athletes point of view. Benson conducted a qualitative interview study of 12 African American students at a DI football program where the graduation rate was 31-40% for black football players compared to 60-70% of white football players. The results in this instance cannot be generalized due to the small sample size (N=12), but it does provide a snapshot of the thoughts regarding education and athletics of this group. Further, they reflect the results obtained by Adler & Adler (1).

Another major finding of the Benson (3) study was that the marginal academic performance was created by a series of interrelated practices engaged in by all significant members of the academic setting, including peers, coaches, advisors, teachers, and the student athletes themselves. It began in the recruitment, and continued through the first year. Black student athletes received the message that school was not important, and that as time passed, they had no real control over their destiny in the classroom. It was simply a matter of survival to keep the grade point average (GPA) to a point to be eligible. They all felt like the coaches did not “walk the talk” in terms of academics. They would just talk the academic game in public but then in reality they would have “fits” if classes ever interfered with the program. Simply put, student athletes learned it was a matter of survival and a basic expectation to maintain a GPA just high enough to remain eligible to compete (3).

“The Black Dumb Jock”. Harry Edwards (13) discussed the creation of the “black dumb jock” image prior to studies completed by Alder and Alder (1), Benson (3), and Coakley (8). He (i.e., Edwards) theorized that they were not born, but rather systematically created. The previous mentioned studies serve as evidence to support his statement (1, 3, 8). The exploitation of athletes is not solely an NCAA issue but a societal one. For example, Fred Butler was passed on through elementary, middle, and high school because he was a good football player. He graduated from high school reading at a second grade level and went to El Camino Junior College. There he took a number of physical activity classes while hoping to be drafted into the NFL. When no offer came, he played at California State University-Los Angeles for a year and a half. When again no offer came and his eligibility expired, he failed out of school within months with no degree, no offers to play pro ball, and no skills to use for employment. And he still could not read! (18). Similarly, Former NFL player Dexter Manley testified before a Senate Committee that he played four years at Oklahoma State University, only to leave the school illiterate. And the sad feature is that academic detachment from the university athletic department perspective doesn’t seem to be an issue because there are always more impoverished (and usually minority) kids waiting to come in and play.

Thus, student athletes in many cases cannot take advantage of the many extras offered by a college education. Why do athletes accept a diluted academic experience or the corruption of doctored transcripts, phantom courses, surrogate test takers, and tutors writing papers? Perhaps it is because they are disenfranchised under the current system, and will lose scholarships, starting roles, and eligibility if they complain. George Will argued that “College football and basketball are, for many players, vocations, not avocations, and academics are unsubstantiated rumors” (12, p.5). So do full scholarship athletes get a chance to take advantage of all the extras of the university experience? More than likely it is not the case especially when they can’t even hope for a meaningful degree.

NCAA as a Cartel. Kahn (16) examined the operation of the college football and basketball systems of the NCAA and offers lessons about the determinants and effects of supply and demand. Specifically he utilizes economic principles to calculate the value of college football player to a university. He notes that total ticket revenues for football and men’s basketball were $757 million in 1999, total value that exceeded the total ticket sales for all of professional baseball, football, and hockey that year. A figure indicating that the NCAA is a very successful business entity engaged in capitalism.

According to the cartel theory, the NCAA has “enforced collusive restrictions on payments for factors of production, including player compensation, recruiting expenses, and assistant coaches salaries; it has restricted output; and it has defeated potential rival groups (16, p. 211).” He notes, along with others (11, 15, 16, 30), that the NCAA can impose sanctions that range from scholarship reductions, elimination from post-season play to program death penalties (e.g., Southern Methodist football); and possibly even threaten a school’s academic accreditation. However, restriction of pay to players is the main way in which the organization acts to restrict competition.

Economists who have studied the NCAA “view it as a cartel that attempts to produce rents, both by limiting payments for inputs such as player compensation and by limiting output” (16, p.210). When looking at the rent values based on college football or men’s basketball players’ performances, they are paid below a competitive level of compensation based on estimates of marginal revenue product produced of these players (6). Their analysis considered the total revenue for a school and the number of players that were eventually drafted by a major professional league. Utilizing this framework they concluded that in 2005 dollars a draft-ready football player returned $495,000 to the university, while a draft-ready basketball player was worth $1.422 million for men’s basketball. And all of this compared to the approximately $40,000 paid in scholarship worth. This indicates that the NCAA does indeed use cartel power to pay top athletes less than the athlete’s market value.

Based on a workload of 1000 hours per year and an average scholarship value, economist Richard Sheehan (16) calculated the basic hourly wage of a college basketball player at $6.82 and a football player at $7.69. Coaches’ hourly wages, on the other hand, ranged from $250-$647 per hour (depending on salary). Again, using the Eitzen metaphor, the masters accumulate wealth at the slave’s expense, even though the athlete/slave’s health is jeopardized by participation (12).

Parent (23) notes the hypocrisy of the amateurism construct when looking at these capitalism issues. He notes that the former president of the University of Washington, William Gerberding, said, “As one contemplates the obvious fact that so many of the most gifted athletes are economically and educationally disadvantaged blacks, this becomes less and less defensible. I have become increasingly uncomfortable about having a largely white establishment maintaining an elaborate system of rules that deprives student-athletes, many of whom are non-white, of adequate financial support in the name of the ideals of amateurism” (p.236).

So, why do athletes tolerate this system? They do mainly because they are disenfranchised and fear losing their scholarships and eligibility if they complain. In essence, this pay-for-play discussion revolves around amateurism, as advertised by the NCAA, and its competing capitalistic drive for income. According to Tulsa Law School professor Ray Yasser, the best option for athletes to change the system for their benefit is to unite and “file an antitrust suit…against the NCAA and their universities, with the claim being that the NCAA and their universities are colluding to create a monopoly over the athlete’s ability to share in the profits generated from college athletics” (23, p.236).

While the points for maintaining the status quo were stated previously, there has been sufficient evidence presented in this section to stimulate discussion of paying players. The “play for a diploma” agreement is not happening in many cases, as the athlete failure rate indicates. Another example is national champion Connecticut men’s basketball program losing two scholarships for the upcoming season as a result of a poor Academic Performance Rating (APR) from the NCAA (11). Thus, the following pay for play proposals are being submitted for consideration.

Pay Proposals

It would appear that NCAA should get out of the commercial business of football and basketball and follow the Ivy League example of providing an environment that is truly amateur where student athletes actually are students first. That move would certainly place the student first in the student athlete term. However, it doesn’t seem pragmatic that either the NCAA or any of the major universities are in any hurry to turn away millions of dollars per year in profits. Therefore, it is time to consider some pay-for-pay proposals. California and Nebraska have already passed state legislation that would enable colleges to compensate athletes; however they are blocked by the NCAA from doing so (23). Therefore, I submit five proposals that could possibly be implemented:

    1. Big Ten Plan and/or Work Study Proposal: At the very least, the NCAA should follow former NCAA President Miles Brand’s suggestion and allocate athletes include a $2,000-$3,000 cost of living increase to full scholarships. Since athletes are supposedly only allowed to spend 20 hours per week involved with sport-related activities, this might actually be paid as 20 hours of work study or as a monthly living stipend. This would provide the athletes with the needed income for clothes, laundry, sundries, travel, and other small item expenses.
      Officials from the Big Ten are currently discussing a similar proposal that would help their athletes meet expenses not covered in an athletic scholarship. Big Ten commissioner Jim Delany reports league athletic directors and university officials have seriously discussed using some of their growing TV revenue to pay athletes more. This proposal which would give athletes a $2,000-$5,000 per year living stipend also has the support of current NCAA president Mark Emmert (2).

 

    1. SEC Game Pay Proposal: The Southeastern Conference, another of the big time football conferences recently entered into the pay for play discussion. University of South Carolina coach Steve Spurrier put forth a proposal at the recent conference meetings to pay players $300 per game. The proposal was supported by several other coaches.
      This type of a proposal could pay athletes anywhere from $300-$1000 per game based on time played per game. Since most players do not play more than 30 minutes a game, a player could be paid on a per-minute of competition basis. At a rate of $20 per minute a player could net $600 for a game and approximately $6000-$7,000 per season.

 

    1. Professional League Proposal: Ron Woods (27) puts forth a proposal submitted by Peter Plagensa, visiting professor at Middlebury College, regarding the pay-for-play issue. He appears to agree with the likes of Stanley Eitzen that the current practice of colleges and the NCAA do in fact “amount to a little more than a plantation system” (27, p. 67). He suggests that the big time college football and basketball maintain the million-dollar industry by making them an age 23 and under professional league. This proposal would allow universities to hire players as college staff (much like the cafeteria or groundskeepers) at moderate salaries plus room and board. Universities could also grant the athletes free academic classes until they earn a degree (even after playing days are over).

 

    1. Revenue Sharing Proposal from TV/NCAA Proceeds:

      “College basketball players watch the coach roaming the sidelines in his $1,500 custom-make suit. They read about his $500.000 salary and $250,000 perk from a sneaker deal. They watch the schools sell jerseys (and T-shirts) with the player’s numbers on them. They see the athletic director and NCAA officials getting rich and you wonder why they might ask; hey where’s my share? What am I, a pack mule” (17, p.46)

      Tim Tebow related on the Daily Show (26) that he joked with his college coach prior to a national championship game about getting a cut of his bonus money to ensure a victory. This brings another revenue sharing possibility to the surface: coaches sharing their bonuses and other performance incentives with the players.
      Most coaches in big time programs are paid huge bonuses based on team record and ranking, all a result of player performance. For instance, according to 2009 IRS income tax reports, Mike Krzyewski received $2,222,543 in bonuses and incentives (4). Coaches under this proposal would be required to share 25-50% of their bonuses with the players. Isn’t it reasonable to expect the athletes to get a cut of the bonus money? After all, they (i.e., the players) are the ones who put the coaches in a position to earn those bonuses.

 

My colleague has argued in point #2 that paying athletes raise a myriad of other issues, such as how much should they receive, what happens if an athlete gets hurt, and so on. That is a discussion for another time. First, we must agree that it is fair to compensate NCAA Division I football and basketball athletes beyond that of an athletic scholarship; then and only then may payout details be chronicled. Note: a reminder that we are only discussing compensation for the NCAA Division I-A football and basketball players; not the athletes in the AAU, Little League or other truly amateur venues of organized sport.

Summary

Throughout the history of the NCAA, college athletes have routinely received compensation beyond that of a full college scholarship (e.g., room and board, tuition, books). While such compensation is illegal, athletes like Reggie Bush and others receive under-the-table benefits as evidenced in the Slack survey (25).

Additionally, many athletes in “big time” programs do not receive a degree for their efforts in the athletic arena. Universities routinely admit students based on their athletic skills that are academically ill-prepared for success. As seen in the research (1, 3), many athletes that aspire to be academically successful soon lose hope with the over-scheduling and pressures of sport preparation. As a result, many college athletes, a majority of which are minorities, fail out of school once coaches have utilized their eligibility.

The NCAA functions like a cartel, keeping cost down while increasing profits. Rents for a draft-ready athlete earn the university somewhere between $500,000 for football and $1.422 million for men’s basketball (16), leading to a pseudo-plantation system where the coaches oversee the athletes demanding work and controlling their schedules on and off the field. This unbalanced system allows athletes to earn the equivalent of $6.80-$7.69 an hour (12) while coaches like Nick Saban of Alabama or Mack Brown of Texas earn over five million dollars a year (4).

If the NCAA continues as a corporate entity and acting in a cartel-like fashion making millions of dollars a year, implementing a plan to pay student athletes for playing must be considered. Otherwise, America’s institutions of higher learning should follow the Ivy League schools’ example and eliminate athletic scholarships, get out of the big time sport business, and get on with providing students with a complete educational experience.

Applications in Sport

Few discussions within sport are more common or controversial than the debate to pay college athletes. Some arguments are well thought and articulated, while others lack insight and are simply driven by passion. The purpose of this article is to provide the reader with a new perspective and some historical insight – all supported by the literature – regardless of their stance on this issue. Moreover, readers who may actually be heard by the NCAA may offer a position that has yet to be considered. The concession here is that despite any decision by the NCAA in the near future, we can be assured that college administrators, coaches, and athletes will continue this debate. However, their arguments may now be seen as relevant and more reasoned.

POSTSCRIPT: According to Michelle B. Hosick at the NCAA.org, the NCAA board of directors has moved on two issues discussed in this article since its submission. In April (2012), the board moved to implement a $2,000 allowance to an athlete’s full scholarship. They also voted to grant multi-year scholarships. However, both measures have been put on hold with the threat of an override vote by member institutions. On January 14, 2012 at the NCAA convention the board delayed implementation of the $2,000 supplement and sent it back to committee for revision at its April meeting. The multi-year scholarship issue will continue to be implemented on a conference-by-conference basis. And so the pay-for-play discussion continues.

References

  1. Adler, P. A., & Adler, P. (1999). College athletes in high-profile media sports: The consequences of glory. In Inside sports (pp. 162–70), edited by J. Coakley and P. Donnelly. London: Routledge.
  2. Bennett, B. (May 19, 2011). Big Ten considers pay research proposal. ESPN College Football. Retrieved from http://sports.espn.go.com/ncf/news/story?id=6564134.
  3. Benson, K. F. (2000) Constructing academic inadequacy: African American athletes’ stories of schooling. Journal of Higher Education, 71, 223- 46.
  4. Berkowitz, S., & Gardiner, A. (2011, May 17). Coach K made $4.7M in 2009. USA Today, 2C.
  5. Bronson, A. G. (1958). Clark W. Hetherington-Scientist and philosopher. Salt Lake City: University of Utah Press.
  6. Brown, R. W., & Jewell, T. R. (2006). The marginal revenue product of a women’s college basketball player. Industrial Relations, 45 (1), 96-101.
  7. Cheesman-Day, J., & Newberger, E. (2002). The big pay-off educational attainment and synthetic estimates of work-life earnings. Retrieved from www.census.gov/prod/2002pubs.
  8. Coakley, J. (2007). Sports in society: Issues and controversies. New York, NY: McGraw-Hill.
  9. Crowley, W. H. (1999). Athletics in American colleges. Journal of Higher Education, 70, 494-502.
  10. Cozzillio, M. J. (1989). The athletic scholarship and the college national letter of intent: A contract by any other name. Wayne Law Review, 35, 1275-1379.
  11. Eaton-Robb, P. (2011, May 20). UConn loses 2 men’s basketball scholarships. Norwich Bulletin. Retrieved from http://www.norwichbulletin.com/newsnow/x31866796/UConn-mens-hoops-loses-2-scholarships#axzz1NCVV1385.
  12. Eitzen, S. D. (2000, September). Slaves of big-time college sports: College athletes. USA Today (Society for the Advancement of Education), 125.
  13. Edwards, H. (1984). The black dumb jock: An American sports tragedy. College Board Review, 131, 8-13.
  14. Emmert, M. (2011). How it all adds up. NCAA Champion Magazine, 4 (2), 5.
  15. Fleisher, A. A., Goff, G. L., & Tollison, R. D. (1992). The National Collegiate Athletic Association: A study in cartel behavior. Chicago, IL: University Of Chicago Press.
  16. Kahn, L. M. (2007). Markets: Cartel behavior and amateurism in college sports. Journal of Economic Perspectives, 21, 209-226.
  17. Kornheiser, T. (1999, December 13). Six billion? Where’s mine? ESPN The Magazine, 46.
  18. Lapchick, R. (1989). Pass to play: student athletes and academics. National Education Association of the United States.
  19. Madesen, R. (2001). The role of the NCAA and the need for reform in big-time college sports. Academic Exchange – EXTRA. Retrieved from http:/www.unco.edu/AE-Extra/2001/3/NCAA.html.
  20. National Collegiate Athletic Association (2011). Why student-athletes are not paid to play. Retrieved from www.ncaa.org.
  21. National Collegiate Athletic Association (2010). 2009-10 guide for college bound student athlete: Where academics and athletic success is your goal. Indianapolis, IN: NCAA.
  22. Olterddorf, C. (1999). But what is the NCAA? What is the real purpose? And is it achieving it? Texas Alcalde, 28, 3-5.
  23. Parent, C. M. (2004, spring). Forward progress? An analysis of whether student-athletes should be paid? Virginia Sports & Entertainment Law Journal, 226-244.
  24. Rosner, S., & Shropshire, K. (2004). The business of sports. (pp.527-531). Ontario, Canada: Jones and Bartlett.
  25. Slack, A. (1991).The underground economy of college football. Sociology of Sport Journal, 8 (1), 1-15.
  26. Stewart, J., & Albanese, R. (2011, June 2). The Daily Show with Jon Stewart. [Television broadcast] New York: The Comedy Channel (MTV Networks Entertainment Group).
  27. Woods, R. B. (2007). Social issues in sport. Champaign, IL: Human Kinetics.
  28. Yost, M. (2008, March 19). A cultural conversation with Nathan Tublitz: Has serious academic reform of college athletics arrived? The Wall Street Journal, D10.
  29. U.S. Department of Education, National Center for Education Statistics. (2010). Digest of education statistics, 2009 (NCES 2010-013).
  30. Zimbalist, A. (1999). Unpaid professionals: Commercialism and conflict in big-time college sports. Princeton, NJ: Princeton University Press.
2015-01-31T01:14:13-06:00June 15th, 2012|Contemporary Sports Issues, Sports Coaching, Sports Facilities, Sports Management|Comments Off on Point/Counterpoint: Paying College Athletes

Risk Management Plans: Existence and Enforcement at NIAAA Member High School Athletic Departments

Abstract

The purpose of this study was to explore the current scenario of interscholastic athletics in terms of the existence and enforcement of risk management plans within high school athletic departments. Another purpose was to identify the common practices related to risk management currently utilized. The present study had a response rate of 16.7%. The results showed that 76.2 % of the respondents (N=816) conduct interscholastic activities with the support of risk management plans, but there are still 23.8% of those interscholastic athletic departments where risk management plans are nonexistent. In addition, from those who indicated having a risk management plan, 28% do not enforce it. A majority of respondents seem to be employing risk management best practices consistently, but there is an indication of a less than desired level of adoption of some practices (i.e., informed consent forms, pre-season sport specific meetings, ADA compliance, coach evaluation and written criteria, safety training, accessibility of AED’s, and warning signs). The results of our study showed a statistically significant relationship between the athletic directors’ years of experience and the adoption of certain risk management practices (i.e. coach evaluation, evaluation criteria, risk management enforcement, and hazard abatement), but (surprisingly) not to the adoption of other similarly important practices. This study provides high school athletic administrators and principals with relevant information that can be used to support their decision to adopt and enforce risk management plans for interscholastic athletic activities.

Key words: Risk Management Practices, Risk Management Plan, Interscholastic Athletics, Athletic Directors.

Introduction

In college athletics, risk management plans exist in order to reduce medical costs, prevent liability and to help schools afford insurance (Anderson, 2006). What about high school? Today, suing the schools, their coaches and officials for any reason is very common. Thus, high schools have to be prepared to defend themselves against legal claims, especially those related to interscholastic sports. Millions of teenagers participate in organized school-sponsored interscholastic sports programs each year. Competitive sports are an integral part of the lives of high school students and have the potential to offer them many benefits. Increased participation and rapid body changes make the risk of injuries for high school students engaging in interscholastic athletics a real threat (Ballard, 1996). In addition to the well-known mental, physical, economic, and spectator benefits provided by high school sports, the possible costs or hazards of interscholastic athletic participation are always present (Lipsey, 2006). Supporting that idea, an epidemiologic study commissioned by the Youth Risk Behavior Surveillance System showed that 55.5% of American high school students participated on at least one sports team, and 21.9% of those students reported seeking medical treatment as a result of their activities (Eaton, Kann, Kinchen, et al., 2007). These data justify the need for increased efforts in developing and implementing strategies to identify and treat potential risks related to interscholastic participation. With that in mind, it is important for interscholastic athletic administrators to become familiar with commonly utilized best practices related to risk management in high school sports.

Gray (1995) studied risk management at physical education and athletic programs at the high school level in the state of Iowa. He investigated high school principals’ perceptions of a 20 item list of best practices related to risk management and principals’ supervision of programs. The author found that these administrators perform most of the risk management behaviors within the survey in a consistent basis. He also found that the size of the school had little influence on the behavior among the surveyed principals.

A similar study conducted by Bezdicek (2009), examined 463 high school athletic directors in Minnesota. The study was conducted to determine to what extent do athletic directors develop, implement, and manage a risk management plan for their athletic department, and the levels of familiarity that athletic directors have with risk management standards. The study revealed that the majority (56%) of athletic directors in Minnesota did not have a written risk management plan. In addition, the reasons for not having a risk management plan, as expressed by the respondents, were: lack of time (26.3%), lack of expertise (20.8%), and no need for a plan (19.7%).

Mulrooney and Green (1997) determined that the following characteristics must be present for a risk management plan to be considered bonafide and functioning: (1) a staff member is the risk manager, (2) a written risk management plan should outline policies and procedures in detail (including audit checklists), (3) periodic risk audits are conducted by staff, (4) periodic staff training programs related to risk management should be in place, and (5) the risk management plan is created with legal counsel.

Doleschal (2006) points out that: “ongoing risk management programs, the preparation of written material to be disseminated to coaches, participants, and parents or guardians, signed informed consent forms, inspection of equipment, etc., are examples of proactive steps that can be taken by school districts and their athletic programs” (p.295). He argues that unfortunately “many schools either do not have/use a risk management plan or do not follow good risk management practices” (p. 295). To assist interscholastic athletic departments in developing efficient risk management plans, Doleschal (2006) recommends 14 duties of care (proper planning, proper supervision, eligibility assessment, safe playing conditions, equipment maintenance, proper instruction, proper matching of athletes, proper conditioning, risk warning, proper insurance, emergency care and response plan, safe transportation, and proper selection, training and supervision of coaches) which schools should incorporate in their plans as preventive steps to minimize possible liability for the school or coaches.

Due to the nature of interscholastic athletic activities, coaches and schools constantly deal with the risk of litigation. Thus, it is important that they understand following the steps laid out in a risk management plan is instrumental to minimizing risks and reducing loss. The choice of either not having or not enforcing a risk management plan puts schools and their staff at risk of experiencing the anguish and pain involved in the time consuming process of defending a lawsuit (Doleschal, 2006). A good risk management plan is not an absolute guarantee that litigation will be avoided. However, good risk management practices can be effective aids in developing not only safer programs, but also act as an effective defense, should litigation occur (Doleschal, 2006).

With a good risk management plan in place, the identification and treatment of risks becomes much more effective. According to Stier et al. (2008), “risk management implies the assessment of risks associated with one or more activities or events and planning for the worst-case scenario”. (p. 32). Cotton (1993) points out that there are four essential elements to any risk management plan: identification of real and potential risks, assessment of the identified risks in terms of their causes, determination of appropriate courses of action to take in dealing with these risks if they occur, and establishment of effective and efficient risk prevention measures.

Finally, it is important to emphasize the athletic administrators’ role in the implementation and management of a risk management plan. A significant number of lawsuits are negligence claims taking place after the accident and the initial injury of an individual. Thus, the administrators’ ultimate goals must be to provide the safest environment possible for everyone involved, and to be prepared to deal with accidents and injuries if and when they do occur (Stier et al, 2008). Despite the fact that “no plan can be completely effective in preventing all injuries or accidents” (p.32), administrators are still responsible for enforcing and maintaining a meaningful risk management plan (Stier et al, 2008).

For high school athletic administrators, the challenge becomes providing sport programs which take safety seriously. In other words, the task is to effectively manage the many risks to which students-athletes are exposed. To do so, schools should rely on risk management plans and best practices to ensure that all school employees involved with athletics are fully prepared to prevent losses and to deal with losses when they occur (Appenzeller, 2005). However, is that really the case? Do high schools across the country actually have a risk management plan and truly enforce it? What are the most common practices related to risk management currently utilized by athletic departments at the high school level?

The purpose of this study was to explore the current scenario of interscholastic athletics in terms of the existence and enforcement of risk management plans within high school athletic departments. Another purpose was to identify the common practices related to risk management currently utilized. This study provides high school athletic administrators and principals with relevant information that can be used to support their decision to adopt and enforce risk management plans applied to interscholastic athletic activities.

To achieve such purposes, the following questions must be answered:

  1. How frequently high schools have and enforce risk management plans which are tailored to their athletic programs?
  2. What are the best practices used by high school athletic departments to address the inherent risks to the athletic activities they provide?
  3. Is there any relationship between athletic directors’ years of experience and existence/enforcement of specific risk management plan practices?

Methods

An online survey instrument was developed and distributed to high school athletic administrators for the purposes of examining risk management practices for high school athletics.

Subjects

The subjects were high school athletic directors belonging to the National Interscholastic Athletic Administrators Association (NIAAA). The NIAAA granted permission to the researchers to conduct the study. At the time of the survey, the NIAAA membership totaled 5,758 (while there were few email delivery failures, the amount was negligible). The first page of the online survey presented the participants information about the study and an informed consent form. Continuing to take the survey served as the respondents’ consent. The survey was available to the participants for six consecutive weeks, starting late Fall 2010.

Instrument

The survey instrument consisted of twenty-four questions related to risk management policy and practices as well as eight demographic questions. Questions were broken down into three categories: policy and procedure, supervision and personnel evaluation, and safety. The policy and procedure category consisted of questions related to Title IX, athletic association rules, insurance, informed consent, preseason meetings and ADA compliance. The supervision and personnel evaluation category consisted of questions related to coach certification and evaluation, supervision of events, and policy enforcement. Lastly, the safety category focused on emergency training, equipment and procedures, hazard inspection, game equipment, venue signage, and security and team transportation. The questions were a combination of Likert-type and open-ended. Directions for the survey were imbedded within the survey itself. Directions were placed for each section and coincided with any question format changes. Content for the questions was developed using previous literature related to risk management policies and procedures. Content validity was established using a panel of individuals chosen for their expertise and experience in risk management policy and procedures. The instrument was also tested for issues of readability using student focus groups.

Data Collection and Analysis

Using a modified Dillman (2007) method, the final version of the survey was sent to the NIAAA membership which totaled 5,758 at the time of the survey. The instrument was sent by email with a letter explaining the purpose of the study and informing them that participation was voluntary. Participants were assured of their anonymity as respondents, and also were given electronically generated respondent ID numbers by the survey program. There were 5,758 surveys sent out with 962 surveys returned for a 16 .7% response rate. Of the 962 surveys returned there were 816 fully completed and useable surveys. The researchers agree that 16% response rate seems low. However, it is important to point out that this is an exploratory study reaching out to a very large population. The group of respondents represents diverse geographic regions and a variety of school sizes. In addition, the complex and high-demand nature of the job performed by those athletic directors is a very reasonable justification for their low response rate.

Descriptive analysis was used to explore demographic information related to the administrators, and the frequency of legal action related to injuries and adoption of risk management best practices. Chi-square tests were performed to investigate the existence of relationships between the risk management practices and administrators experience.

Results

The athletic administrators surveyed represented schools ranging in size from 41 students to over 8,000. The mean enrollment of schools represented in the survey was 1,182. These schools fielded an average of 18 different athletic programs.

The administrators themselves were a majority male (83.9%). From all responding administrators, 2.6% held a doctorate, 74.6% held a master’s degree, 18.2 % held a bachelor degree, and 2 % represented other levels of education (associate or high school degree). These administrators had an average of 11.7 years of total experience with an average of 8.0 years being employed at their current school.

Policy Provision and Injury

In terms of injuries and risk, these schools have seen very little legal action related to injury (less than 1%), with (on average) three catastrophic injuries over the last five years requiring hospitalization. In light of this finding it is important to note that during this time, approximately one quarter of the sample either did not have a risk management policy (17.3%) or didn’t know if one existed at their school (6.5%). Of the schools possessing a risk management policy, 28 % said the policies were not enforced.

Risk Management Practices

To examine risk management practices, a series of questions were asked related to standard practices involving risk minimization for athletic program participation. In all categories (policy and procedure, supervision and personnel evaluation, and safety) 78% or more of respondents answered that they engaged in the practice often or always, with the exception of the item inquiring about the presence of visible risk warning signs at venues (46.9%) (Table 1). In the policy and procedure category, 10.5% of the respondents rarely, if ever, required consent forms for athletic participation. Also, only 86.4% conducted sport-specific pre-season meetings for athletes and parents. Lastly, 11.3% indicated that ADA guidelines were seldom met.

Within the supervision and personnel evaluation category, the results showed that less than 83% of the respondents evaluate their coaches on a regular basis. To compound this issue, only 85% had written criteria with which to evaluate those coaches. In addition, only 81.9% respondents indicated that their athletic department had someone responsible for enforcing the risk management plan.

The safety category results presented the largest concerns: 20.6% of the respondents indicated that emergency safety training is not provided to coaches and staff on a regular basis, and only 78.6% have AEDs within easy access at athletic activities. Having proper signage at sport venues with visible risk warning signs was also lacking, with less than half (46.9%) of administrators indicating adequate signage.

Risk Management Practices and Administrators’ Experience

A series of chi-square tests were performed to look at relationships between the risk management practices and administrators’ experience (Table 2). For the purposes of this analysis, administrators were categorized into two groups: those with fewer than eleven years of experience and those with eleven or more years. Significant associations were found between experience and the risk management practice variables of coach evaluation, evaluation criteria, risk management enforcement, and hazard abatement.

There was a significant (χ2 (1) = 12.75, p<.001) albeit weak (Phi = .126, p<.001) association between the level of administrator experience and whether the coaches were evaluated on a regular basis. Based on the odds ratio, the odds of administrators with 11 or more years of experience evaluating coaches on a regular basis was twice that of administrators with ten years or less experience.

The association between level of administrator experience and written evaluation criteria was also significant (χ2 (1) = 5.37, p<.05) and weak (Phi = .08, p<.05). The calculation of the odds ratio indicated the odds of administrators with 11 or more years of experience having written evaluation criteria were 1.6 times that of administrators with ten years or less experience.

Administrator experience and whether the athletic department had someone responsible for enforcing a risk management plan showed a significant (χ2 (1) = 5.30, p<.05) and weak (Phi = .08, p<.05) association. The odds ratio indicated the odds of administrators with 11 or more years of experience having a dedicated person responsible for risk management plan enforcement was 1.5 that of administrators with ten years or less experience.

Lastly, there was a significant (χ2 (1) = 5.15, p<.05) and weak (Phi = .08, p<.05) association between the level of administrator experience and whether identified hazards were repaired correctly and timely. Based on the odds ratio, the odds of administrators with 11 or more years of experience repairing hazards timely and correctly was twice that of administrators with ten years or less experience.

Discussion

The first goal of this study was to determine the frequency with which high schools in America have and enforce risk management plans applied to their athletic programs. Regarding the existence of a risk management plan, the results showed that 23.8% of the respondents either did not have a risk management policy or didn’t know if one existed at their school. In addition, among the schools possessing a risk management plan, 28 % said the plan policies were not enforced.

These figures are unexpected and very concerning. The concern is based on interscholastic athletic stakeholders’ expectation that schools and programs to be fully committed to the safety of athletes and fans, through the presence and enforcement of a solid risk management plan as the utmost symbol of that commitment. As such, it would be only reasonable to expect a much higher percentage of existence and enforcement of risk management plans. However, despite the increase in participation and the litigious character of our society, it seems that a significant number of interscholastic athletic administrators (or, in some cases, the local school board) choose to put their students and their schools at constant risk of major loss and liability (Bezdicek, 2009; Eaton et al., 2007; Gray, 1995; Lipsey, 2006; Stier et al, 2008). It is also surprising that, despite so many interscholastic athletic departments reporting absence of either a risk management plan or the enforcement of one, less than 1% of the respondents had legal action related to injury requiring hospitalization over the last five years. Perhaps, this could be a possible explanation for the less than desired level of adoption and enforcement of risk management plans among the respondents.

The administrators who have and enforce risk management plans will continue to reap the benefits of loss prevention and reduction (Bezdicek, 2009; Eaton et al., 2007; Gray, 1995; Lipsey, 2006; Stier et al, 2008). The same cannot be said for to the administrators who either do not have or do not enforce risk management plans. One can only hope that, by becoming acquainted with the information provided here, they may adopt practices that will certainly lead them to risk and liability reduction (Appenzeller, 2005; Bezdicek; Cotton & Wolohan, 2007; Eaton et al.; Gray; Lipsey; Stier et al).

The second goal of this study was to identify the best and most frequently used practices to address the inherent risks to interscholastic athletic activities. As expected, the survey results showed that most administrators followed these standards of risk management the vast majority of the time. However, the results presented a few points of concern, which could be another possible explanation for the low percentage of schools with risk management plans.

Initially, the fact that 10.5% of the respondents rarely required informed consent forms may place these schools in a defenseless position if facing negligence claims related to injuries occurring during participation in schools’ interscholastic activities (Appenzeller, 2005; Cotton, 1993; Doleschal, 2006). Dealing with the same liability category, 13.6% do not conduct sport specific pre-season meetings for athletes and parents. According to Doleschal (2006), “parents/guardians and athletes have a right to information regarding the possibility of injury, paralysis, and death that is inherent in all sports” (p.318).The provision of such information is a duty the institutions legally owe to the families. The lack of signed informed consent and sport specific pre-season meetings prevent participants (and their families) from being fully educated on the risks involved in the specific sport in which they desire to participate, and make the defense against a negligence claim very difficult (Appenzeller; Cotton & Wolohan, 2007; Doleschal).

ADA compliance at interscholastic venues is also an issue. 11.3% of the respondents indicated that ADA guidelines were seldom met. This lack of compliance not only prevents the access and participation of people with disabilities at those venues, but also provides strong legal claims to those affected by such lack of compliance to the law (Appenzeller, 2005; Cotton & Wolohan, 2007). One can only hope that such lack of compliance is due to the fact that those venues were built before ADA legislation was enacted (Appenzeller, 2005; Cotton & Wolohan, 2007). Despite being able to receive tax breaks for making the necessary corrections to be compliant with the law (Appenzeller; Cotton & Wolohan, 2007), it appears that the schools choose to hide behind the age of their venues rather than to take action and become compliant with the law.

Other concerning issues identified were the lack of written criteria with which to evaluate coaches (17.2%) and actual evaluation of those educators (15%). Combined, these two issues expose high schools to potential negligence and contract liability (Appenzeller, 2005; Cotton & Wolohan, 2007; Doleschal, 2006). On one hand, coaches’ various negligent actions may cause major injury and loss to all stakeholders. Such losses can be prevented if coaches’ evaluation and training are truly executed and based on written criteria (Doleschal, 2006). On another hand, the lack of written coaches’ evaluation criteria and an evaluation process following such standards may also place schools in violation of contract laws, specifically when coaches’ have to be disciplined or terminated (Appenzeller, 2005; Cotton & Wolohan, 2007; Doleschal, 2006).

Safety training, AED accessibility, and warning signs were also identified as concerning issues. Lack of safety training for coaches and staff on a regular basis (20.6% of the respondents) may expose students and spectators to a wide range of risks of injury and loss (ranging from failure to warn and equipment malfunction, to poor response to catastrophic injuries) that could be easily prevented with appropriate training (Doleschal, 2006). The absence of easily accessible AED equipment (reported by 21.4% of the respondents) adds to the major liability claims that certainly will come as a consequence of poor response to catastrophic injuries (Appenzeller, 2005). Lack of proper signage (reported by more than 50% of the respondents) may also expose students and fans to unnecessary risks and generate costly lawsuits against the schools. It is the schools’ duty to warn spectators and participants of potential risks involved in the activity through all means possible (i.e., verbal warnings, signage, and public announcement system) (Blumenthal, 2009; Girvan & Girvan, 1993; Lee, Farley & Kwon, 2010). Under any of these circumstances above, schools may be held liable.

The third goal of this study was to identify if there is any relationship between athletic directors’ experience and existence/enforcement of risk management plan practices. No significant relationship was found between experience and the existence of risk management plans. Such a result was expected, considering that the existence of a risk management is too important in preventing injury and loss at any institution to depend on the athletic director’s experience (Appenzeller, 2005; Cotton & Wolohan, 2007; Doleschal, 2006). However, significant associations were found between experience and the adoption of risk management practice variables. More experienced administrators (11 or more years) had higher odds of conducting coach evaluations, having evaluation criteria, risk management enforcement, and hazard abatement among their adopted risk management practices than administrators with less experience. The existence of such associations is not surprising. It is reasonable to expect that the experiences acquired through years on the job would lead administrators to the adoption of these best practices.

The use of written evaluation criteria and coaches’ evaluations may be a result of years of experience dealing with (either by themselves or by learning from others’ struggles) injuries, property loss, and financial loss suffered due to the lack of written evaluation criteria, and coaches’ evaluations. The existence of an enforced risk management plan and timely hazard abatement seem to be related to experience as well. By assigning the enforcement of the plan to a staff member, the administrator not only promotes injury and loss reduction, but also ensures that the plan is updated as venues and policies related to the athletic department change (Appenzeller, 2005). Regarding hazard abatement, experienced administrators know their facilities very well, including their maintenance history. Such knowledge should allow those administrators to treat hazards even before they appear, contingent to budget availability (Appenzeller, 2005).

As mentioned above, the fact that significant associations were found between experience and four of the risk management practice variables (coach evaluation, evaluation criteria, risk management enforcement, and hazard abatement) is not surprising. Intriguing is the fact that the other risk management practices did not present a similar relationship. One possible explanation is perhaps experience is less of a factor in adopting the practices that did not show a significant relationship. Another possible explanation is less experienced administrators may feel either uncomfortable or unprepared to conduct coaches’ evaluations, develop evaluation criteria, enforce a risk management, and/or deal with hazard abatement.

Recommendations for Future Research

The results of this study revealed that a significant percentage of high school athletic departments surveyed either do not have or do not enforce a risk management plan. It would be interesting to conduct a qualitative study among various state high school associations to learn their perspective on the situation and their perceived reasons for such lack of risk management plan existence and enforcement. To complement the study, athletic directors could be surveyed on their perceptions of the reasons suggested by the state high school associations’ leadership. After comparing the results from both groups, a list of potential actions to help increase risk management development, implementation and enforcement could be composed.

Conclusions

The present study demonstrated that interscholastic activities could be conducted with the support of risk management plans in a larger number of high schools. There is a significant amount of interscholastic athletic departments where risk management plans are either nonexistent or unenforced. A large majority of respondents seem to be employing risk management best practices consistently, but there is an indication of a less than desired level of adoption of some practices (i.e., informed consent forms, pre-season sport specific meetings, ADA compliance, coach evaluation and written criteria, safety training, AED’s accessibility, and warning signs). It also appears that the athletic directors’ years of experience plays a role in the adoption of certain risk management practices (coach evaluation, evaluation criteria, risk management enforcement, and hazard abatement), but (surprisingly) not to the adoption of other similarly important practices. It is the researchers’ hope that the evidence presented here opens the athletic directors’ minds to the importance of the adoption of a risk management plan as possibly the only reliable way to minimize loss to athletes, spectators, and institutions.

Applications in Sport

The results presented in this study are valuable to those in leadership positions at any high school in the United States. High school principals and athletic directors armed with this information would be able to (1) adopt and enforce a risk management plan, if they do not have/enforce one; and (2) review their policies and practices related to risk management and adjust them to industry standards. Other benefits to institutional leaders include the ability to provide athletes and spectators with a safer experience, and to reduce the risk of athletes’ injuries. These benefits will consequently help minimizing legal claims against high schools and their officials.

Tables with Captions

Table 1

Percent of Administrators Engaging in Risk Management Practices on a Regular Basis

Category Practice Percentage
Policy and Procedure Title IX Requirements are met 95.70%
State HS Athletic Assoc. rules are followed 99.00%
Athletic Activities are fully covered 93.30%
Participants sign sport-specific consents 89.50%
ADA requirements are met at venues 88.70%
Pre-season sport-specific meetings with parents 86.40%
Supervision and Evaluation Evaluate coaches on regular basis 82.80%
Written evaluation criteria to evaluate coaches 85.00%
AD attends home athletic contests 96.80%
Coaches are certified/qualified in sport they coach 91.10%
Dedicated person responsible for risk plan enforcement 81.90%
Safety Medical emergency procedures exist 97.50%
Emergency safety training provided to coaches and staff 79.60%
AEDs are easily accessible at athletic events 78.60%
Identified hazards are repaired properly and timely 93.80%
Adequate equipment is provided for athletic activities 98.60%
Venues and equipment are inspected regularly 93.50%
Adequate game security is provided 93.90%
Safe transportation is provided for away contests 97.00%
Venues have visible risk warning signs 46.90%

Table 2

Chi-square analysis of Administrator Experience (>11 years vs. 11 or more years) and Risk Management Practices

Category Practice χ2 value p value
Policy and Procedure Title IX Requirements are met .199 .726
State HS Athletic Assoc. rules are followed 2.905 .088
Athletic Activities are fully covered 1.008 .315
Participants sign sport-specific consents 2.216 .137
ADA requirements are met at venues .956 .328
Pre-season sport-specific meetings with parents 2.733 .098
Supervision and Evaluation Evaluate coaches on regular basis 12.75 <.001*
Written evaluation criteria to evaluate coaches 5.37 <.05*
AD attends home athletic contests .139 .710
Athletic activities are supervised .034 .854
Coaches are certified/qualified in sport they coach .001 .970
Dedicated person responsible for plan enforcement 5.30 <.05*
Safety Medical emergency procedures exist 3.116 .078
Emergency safety training provided 2.430 .119
AEDs are easily accessible at athletic events .011 .916
Identified hazards are repaired properly and timely 5.15 <.05*
Adequate equipment is provided for activities 1.619 .203
Venues and equipment are inspected regularly 2.261 .133
Adequate game security is provided 1.908 .167
Safe transportation is provided for away contests .485 .133
Venues have visible risk warning signs .203 .652

* Significant relationship

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Corresponding Author

Mauro Palmero Ph.D.
Sport Management Graduate Coordinator
East Tennessee State University
Department of Kinesiology Leisure and Sport Sciences
P.O. Box 70654
Johnson City, TN 37614
[email protected]
423-439-4382

2017-08-03T10:47:34-05:00June 14th, 2012|Contemporary Sports Issues, Sports Coaching, Sports Facilities, Sports Management|Comments Off on Risk Management Plans: Existence and Enforcement at NIAAA Member High School Athletic Departments
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