Intramural Sport Marketing: An Examination of Effectiveness, Participant Motives, and Demographic Differences

Abstract

Intramural sports exist as a relevant entity in the recruitment and retention of college students (Byl, 2002). The popularity of intramural sport has caused university recreational departments to increase intramural opportunities, thus increasing the need for more targeted marketing efforts. However, marketing strategies for intramural sport are not as refined, funded, or as thoroughly researched as strategies found within intercollegiate and professional sports (Schneider, Stier, Kampf, Wilding, & Haines, 2007). Therefore, in the current study, we examined the effectiveness of 10 intramural marketing techniques in relation to four participation motives and demographic characteristics for 208 intramural participants. Results revealed promotional items as the most effective marketing technique, whereas social media was the least effective. Regarding gender, men were more motivated by discounts, and women participated more for fitness. Our results could aid intramural sports coordinators to better use their marketing resources in relation to participant motives and avoid erroneous spending on ineffective methods.