1.
Xavier University
Sports Administration Seminar
Lecture Notes
September 6, 2017
Jackie Reau

2.
Sports Industry Essay
Typed 500 word essay (with opinion) on youth sports in
the United States with three sources
Economic impact for cities, facilities, equipment
Physical fitness
Social skills
Life preparedness
Time management

3.
Class Discussion
Sponsorship Revenue Model at ND

4.
What do you notice about this stadium in terms of
sponsorship signage and activation?

5.
Public Relations Planning
Key Messages for Each Audience
*Call-to-action to motivate desired behavior
-Buy tickets today by 5 p.m.
What do you notice about this stadium in terms of sponsorship
signage and activation?

6.
Notre Dame Sponsorship Philosophy
There will be no advertising sold or
aired at any athletic facility on campus
(football, basketball, Olympic sports).

7.
Notre Dame Sponsorship
In 2003, ND launched its first-ever ND Sports
Properties to create a corporate partnership
program. Since then, key corporate partners
have contributed $100 million + annually.
Sources: ESPN.com, FanSided.com

8.
Notre Dame Sponsorship
NBC Sports: $15 million/year
Under Armour: $9 million/year
Coca Cola, Gatorade, xFinity, Delta, Bank of
America, Canon, Nissan: $1 million+/year

9.
Notre Dame Sponsorship Benefits
*Use of Notre Dame brand marks
*Media inventory on ND Sports Media (TV, radio)
*Digital media branding on ND athletic sites
*Hospitality (Friday Coaches Lunch, private boxes,
tickets to games)
*Invitations to exclusive campus job fairs
*Access to Coach Kelly and other coaches

10.
Current Event Discussion
by
Jackie Reau
• Economic Impact and Revenue Development Trends
for U.S. Sporting Events for Sports Commissions &
Host Cities

11.
Current Event Discussion
• Definition of a Sports Commission: Typically non-
profit organizations charged with attracting and
hosting sporting events to drive awareness and
revenue for their city or region.
– Cincinnati Sports Commission just turned in a bid to serve
as a host for the 2026 World Cup.
• Source: Cincinnati Sports Commission

12.
Current Event Discussion:
What will these people spend money on in
Cincinnati?

13.
Current Event Discussion
Sports Event Industry
$10.45 billion annually spent on traveling,
competing in amateur sporting events
Formula for Measuring the Sport Event Industry
• Amateur athletic events bring in an average of
$208.80 in direct spending per visitor, each day
of the event
• Source: University of Arizona study

14.
Current Event Discussion
• Currently, Sports Commissions have a few revenue
sources:
– Room night taxes from booked events via a relationship
with their City, County or State
– Corporate support in the form of sponsorships or grants

15.
Current Event Discussion
• Currently, Sports Commissions have the following
expenses:
– Staffing and overhead (office, utilities, equipment,
entertainment, travel)
– Bid fees (range in amounts due to size of event)

16.
Current Event Discussion
• Ideas & Opportunities for New Revenue Streams for
Sports Commissions:
– Conduct a Community Audit to determine gaps in hosting
sporting events based on youth participation and
create/host your own event
– Create an Advocacy Group to Fund-Raise from Individuals
(not sponsorships/grants). Start with $500/person and cap
at 100 members to raise $50,000
– Create and host a Corporate Sports Challenge to engage
local companies in an Olympic-style competition to
increase engagement and funding support.

17.
Current Event Discussion
• Should a Sports Commission be measured on its
room night production only?
• How else can a Sports Commission offer value to its
community and constituents?

18.
2026 World Cup Host City Bid:
A Review

19.
Current Event Discussions
• September 13
• Current Event Discussion Leader: Innovation (Worley)
• Current Event Discussion Leader: Fan Attendance Trends
at Live Sporting Events (Saldate)
• Date Changes:
• September 27, Guest Speaker: Brian Redden, Attorney
and Former Sports Agent
• October 25, Guest Speaker: Susan Lipnickey, Xavier
University Athletics

20.
Leadership Lessons
Characteristics of a Great Leader
(Brainstorm as class)

21.
Leadership Lessons
Ted Talk Video
https://www.ted.com/talks/roselinde_torres_what_
it_takes_to_be_a_great_leader
*Capture One Leadership Lesson to Share

22.
Personal Development Portfolio
Begin outlining
– Mission: Your Primary Objective (career goals)
– Vision: Your Values (beliefs, work ethic)
– SWOT Analysis:
• Strengths (internal)
• Weaknesses (internal)
• Opportunities (external)
• Threats (external, no control)

23.
Personal Development Portfolio
Competitive Analysis on Your Dream Job
– List of companies & leaders who have the job now
• Top 10 list to narrowcast your search
– How many of these jobs exist?
– Is there a professional organization in which all are
members?
– What are the market trends in the field?

24.
Personal Development Portfolio
Personal Positioning
How will you position yourself?
– Internships (focused approach)
– Volunteer opportunities (focused approach)
– Informational interviews with decision-makers

25.
What Type of Leader Will You Be?
Describe your prospective leadership characteristics