Customer Relationship Management and Intercollegiate Athletics: Opportunities and Benefits for Smaller Institutions

Abstract

Customer relationship management (CRM) strategies have been proven of significant benefit to sports teams andorganizations in their attempts to attract and retain fan loyalty as well as to maximize profits. Single game andseason ticket sales, merchandizing, sport and program information and communication, and athletic giving caneach be increased through the adoption and utilization of CRM. Although primarily leveraged by professionalsports teams and some larger (NCAA Division I) university programs, CRM strategies can also be of direct andconsiderable benefit to smaller institutions.