Collaborative marketing at the NWCA National Duals
by Coyte G. Cooper
International Journal of Sport Management and Marketing (IJSMM), Vol. 8, No. 3/4, 2010

Abstract: During the past 25 years in the USA, men's wrestling has suffered more programme eliminations than any other National Collegiate Athletic Association (NCAA) sport team (NCAA, 2006b). With this being the case, the National Wrestling Coaches Association (NWCA) and college wrestling programmes must focus on developing a wrestling product that caters towards consumer preferences as they move forward with their marketing initiatives. The purpose of the research was to examine the motivational preferences of consumers (N = 238) at the NWCA National Duals to develop marketing strategies to build interest in the dual meet aspect of college wrestling. The results demonstrated that consumers were most attracted by the following motivational preferences: team match-ups, wrestling loyalist, and achievement. Further, the data supported the notion that a participant's gender had an influence on their reason for attending the event.

Online publication date: Tue, 14-Dec-2010

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