Marketing professors examine college sports and consumer substitution risk

Professors John Cairney and Rick Burton are analyzing whether college sports programs face a future decline in spectator interest due to the substitution effect. This concept suggests fans may replace traditional game attendance with cheaper entertainment alternatives if ticket costs continue to rise. Factors contributing to this potential shift include the lack of collective bargaining for student-athletes, unrestricted inter-school transfers, and the financial pressure on private donors to fund roster-building efforts. The researchers note that fan attendance relies on a value equation involving entertainment and team competitiveness. While loyal fans often exhibit behaviors like Basking in Reflected Glory, rising prices and inconsistent team performance may trigger a transition to Cutting Off Reflected Failure, leading spectators to distance themselves from programs that fail to meet expectations.

• 11:00 AMYahoo Sports — College Sports’ Problem With the Substitution Effect