Chapter 3, Problem 4MIA

Summary Introduction

Case Summary:

NCAA was founded in 1906 to promote amateur athletics. It formulates rules and regulations for various sports and eligibility criteria for them. All the amateurs receive a fair chance to compete. Although corporate sponsorship is not allowed but later in 1987, N sponsored the University of Mi athletic team and became a business partner. Apparel companies benefit a lot from sponsorship. They get access to elite athletic talent and build a reputation for large brand acquisition. Also, sponsors earn lots of money when elite athletes are sponsored and are under nineteen. Assistant coaches are the first recruiters of the athletes. They are the ones who are bribed by sponsors. FBI investigation passed an indictment in which sportswear firms gave bribes to managers and coaches for their assistance in securing future clients. Assistant coaches have been likeliest to do the dirty work. The NCAA exists to protect college athletes and the spirits of amateurism. There is a hope that these indictments will send a strong message that such behavior will not be tolerated and will be punished.

Interpretation:

Impact on customers, players’ attitudes and NCAA sales.