NCAA Division III Intercollegiate Athletics Corporate Sponsorships: a systems theory approach

Abstract

Within Division I intercollegiate athletics, many schools outsource their multi-media and sponsorship efforts to bolster their revenue (Johnson, 2005; Maestas, 2020). At the Division I level, outsourcing presents challenges as utilization of a third-party firm can lead to loss of control by athletic administration. The problem statement for this study is whether similar management issues are prevalent within corporate sponsorships at the Division III level of intercollegiate athletics, examining if systems theory could enhance efficiency. This research approach utilizes a survey to ask 50 Division III athletic directors if they engage in corporate sponsorships, who is responsible for overseeing corporate sponsorships at their school, which staff are permitted to solicit businesses and do concerns arise. Applying the results to systems theory, the implications lead to conclusions and recommendations to assist Division III athletic departments better develop this revenue stream. The research also contributes to filling a void in the existing literature within Division III corporate sponsorships.