Menu
Colleges

Baylor AD Discusses Benefits For School From Increased Spending On Athletics

Baylor Univ. for many years was "basically a doormat in the Big 12 Conference," but the school "boosted the spending on athletics" recently, going from nearly $7.5M annually back in '95 to $60M these days, according to Fox Business' Connell McShane. Baylor AD Ian McCaw yesterday said the school operates "on a break-even basis," but really the benefit to the university "is the tremendous amount of branding and media exposure that results." McCaw: "We've had tremendous coverage during the course of a successful year with a 10-win football season, a Heisman Trophy, the success of basketball and a total of 14 teams that have been nationally ranked in the Top 25 this year. We've estimated that the brand value that's accrued to Baylor University is probably somewhere between $200-500 million and it's just exposure you can't buy." McCaw said of operating on a break-even level, "There are probably only 10 or 12 programs in the country that actually turn a profit." In terms of benefits of the increased spending, he added, "We did a study a short time ago and Baylor athletics alone creates an economic impact of about $160 million a year in the local economy here in Central Texas. So, you know, we do, we do have a significant financial impact not just on campus, but throughout the community" (Fox Business, 3/6).

THE DOCTOR IS IN: Dr Pepper and Baylor have extended their existing marketing and sponsorship agreement another two years and the deal will run through August '15. Dr Pepper will remain the official soft drink of Baylor athletics and maintain exclusive vending and pouring rights on campus, along with certain advertising provisions. Dr Pepper has been the exclusive soft drink provider to Baylor since '97 (Baylor).

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Daily/Issues/2012/03/07/Colleges/Baylor.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Daily/Issues/2012/03/07/Colleges/Baylor.aspx

CLOSE