Document Type

Article

Publication Title

The Qualitative Report

Department

Health, Exercise, and Sport Sciences Department

ISSN

1052-0147

Volume

20

Issue

3

First Page

271

Last Page

285

Publication Date

3-23-2015

Abstract

The purpose of this study was to extend previous literature on student-athlete college choice by examining part of the recruitment process as a precursor to student-athlete decision-making. More specifically, this exploratory study aimed to empirically examine the extent to which apparel sponsorships affect student-athlete recruitment. Semi-structured interviews were conducted with ten football players at a state-supported NCAA Football Championship Subdivision (FCS) institution in the Rocky Mountain region. An inductive approach was used in identifying three emergent themes. These themes suggest that football players at this institution did not hold the apparel and equipment sponsorship as a deciding factor for the commitment to a school, though they did hold strong opinions towards New Balance, and the other three brands referenced during the interviews. The values expressed by these participants can provide a basis for future apparel and equipment contracts at this institution. As this study was exploratory in nature, the findings lay the framework for similar research across gender, sport, school, and conference.

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Creative Commons Attribution-Noncommercial 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 4.0 License.

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