The Effects On College Fan and Athlete Loyalty Through Athletes Receiving New Forms of Compensation

Abstract

This study considers many of the different factors involved with fan loyalty and viewership of college sports now that college athletes are able to be paid or compensated through other forms like endorsed merchandise. The variables evaluated in this research are brand loyalty, brand equity, and marketing strategies. The research specifically focuses on the divide between fans in support of the change and those that are against the new situation. The survey used to collect data received a total of 53 responses. The study showed that an astounding 92% of people would not be affected by players earning compensation off of the field or courts. If fans and sponsors, who make up most of the revenue of college athletic programs, support the change that has occurred, those who want it should push for it. As the issue develops more, studies such as this one will be conducted frequently and can continue to be built upon now that a final decision has been made when considering the outcome of college athletes being able to receive other forms of compensation than just scholarships.