Competitive Edge - Sports & Entertainment Marketing News

College football chaos means sports marketers will need to call their own audibles


Will teams take the field? And which ones? Uncertainty reigns for brands that have bet big on NCAA football.

Empty stadiums. Athletes confined to “bubbles.” Truncated schedules. Sports marketers are adjusting to a new COVID-19 reality since the games have returned, and the cancellation of some conferences’ college football seasons has added another level of uncertainty. 

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Discussion Questions:

  1. What is the difference between marketing through sports and the marketing of sports?
  2. How has the pandemic impacted the sports industry?
  3. How has the pandemic disrupted the way sports marketers traditionally reach fans (consumers)?
  4. Why do you think the college football season has been particularly problematic for sports marketers?
  5. Why might some brands be more interested in marketing to college football fans than NFL fans? How might they try to adjust marketing strategies this year? Be prepared to discuss your answers.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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