Assessing Spectator Response to Sport Sponsorships at Historically Black Colleges and Universities

Perceptions of the Fiscal Challenges Facing Athletic Departments of Historically Black Colleges and Universities

“…The research reported by Jones (2015) indicates that a different type of student might apply to an HBCU, including those who will be applying to an array of institutions, which include multiple HBCUs in addition to non-HBCUs. With the competition for students, HBCU coaches might find recruiting a challenge as previous research indicates HBCUs have limited funding available for recruiting purposes (Elliott & Kellison, 2018). With the competitive nature of recruiting in college athletics, the finances available for a coach to travel to a recruit, or bring a recruit to campus, could impact their overall success.…”

“…Although HBCU athletic directors have more responsibilities on campus, previous research also suggests HBCUs are not hiring a marketing or external relations employee in their athletic departments to help raise funds (Jackson, Lyons, & Gooden, 2001;Li & Burden, 2009). An assessment of spectator responses to sponsors at an HBCU football game indicated HBCUs were not using signage to create brand awareness for sponsors in athletic venues (Elliott et al, 2018). The reported lack of external relations employees underscores the need for research to explore the current state of financial issues facing HBCUs and advocates for the attempt to address areas where improvement can help the institutions find better financial success.…”