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.
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-Share Alike 4.0 International License.
Recommended Citation
Davies, M. J., & Burakowski, K. A. (2015). A Qualitative Analysis of Athletic Apparel and Equipment Sponsorship Related to Student-Athlete Recruitment. The Qualitative Report, 20(3), 271-285. Retrieved from http://nsuworks.nova.edu/tqr/vol20/iss3/7
Comments
See original article posted on The Qualitative Report website here.