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Author Havard, Cody T., 1981- author

Title Creating and promoting a season-long rivalry series : a case study of the University of Colorado Buffaloes and the University of Utah Utes / Cody T. Havard, Micah S. McGee
Published London : SAGE Publications: SAGE Business Cases Originals, 2018
Online access available from:
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Description 1 online resource
Series SAGE Knowledge. Cases
SAGE Knowledge. Cases
Summary In 2011, the University of Colorado (CU) and the University of Utah (UU) announced that their athletics teams would begin competing in the Pacific 12 Conference (Pac 12). With this decision, each school left traditional rivals in their former conferences. The CU Buffaloes left a rivalry with the Nebraska Cornhuskers, and the UU Utes left behind traditional and developing rivalries in the Mountain West Conference. With the addition of two schools that were close to one another, conference officials decided that the two football teams would play each other in the final game of the season to (1) establish travel partners, (2) welcome both schools to the conference, and (3) promote the annual athletic competition between the Buffaloes and the Utes.Teams and schools customarily use opponents to promote their on-field product. For example, the Oregon Ducks and Oregon State Beavers compete in the "Civil War" and promote the annual football game that concludes both teams' regular seasons. Schools increasingly work together to create rivalry series, in which points are awarded to the school that wins each athletic competition. This is a way to (1) promote non-revenue-producing sports alongside revenue-producing sports, and (2) find creative ways to seek external funding and corporate sponsorship. After learning about the foundation of rivalry and how it can influence fan behavior, you will work with a group to develop a season-long rivalry series between the Colorado Buffaloes and the Utah Utes
Bibliography Includes bibliographical references and index
Notes Description based on XML content
Subject University of Colorado.
University of Utah.
Sports -- Marketing.
Sports administration.
Form Electronic book
Author McGee, Micah S., author
ISBN 9781526441089 (ebook)