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Volume 22 No. 23


Athlete Viewpoint’s software will ask Big Ten athletes to evaluate their athletic and academic experience in college.
Photo: Getty Images

The Big Ten has reached an agreement to use Athlete Viewpoint’s survey platform to collect feedback from student athletes at all 14 of its member schools.


Athlete Viewpoint, the 3-year-old company that uses its surveys to collect and analyze data gathered from student athletes, will provide the Big Ten with feedback across the conference on athletic and academic experience.


The Big Ten represents Athlete Viewpoint’s first conference deal. The company works with 40 schools in addition to the NJCAA and Women Leaders in College Sports.


“This will mark the first time we’re surveying across all of the member institutions in a conference,” said Jennifer Cross, a co-founder of Athlete Viewpoint along with her husband, Michael, an associate athletic director at Penn State. “The more data you have, the better you can present a big-picture look at things.”


The Athlete Viewpoint software asks student athletes to evaluate their athletic and academic experience and gives them the ability to respond confidentially. Each client school receives feedback from the survey in dashboard form. Answers can be compared internally year-over-year, or externally by conference and nationally.


The business touts its ability to generate higher response rates by making the surveys easy to access on mobile.


Athlete Viewpoint was already working with three schools in the Big Ten: Illinois, Minnesota and Rutgers. Each school can still create its own customized surveys separate from the Big Ten.


The conference’s survey results and analysis will be forwarded to the Big Ten Advisory Commission, a group of African-American former student athletes who help shape policy in the league.


“The surveys will identify trends and current concerns of today’s student athlete,” said Brad Traviolia, the Big Ten’s deputy commissioner and COO.

JMI Sports is reorganizing some of its senior leadership positions, most notably moving Paul Archey into the newly created position of chief commercial officer.

JMI, a boutique collegiate multimedia rights holder for Clemson, Georgia, Kentucky and a handful of others, hired Archey in 2015 from Major League Baseball to run the Kentucky property. The company won the Wildcats’ rights in 2014 with a 15-year deal worth $210 million.

Archey oversaw all aspects of the Kentucky property, which in recent years has sold naming rights to the football stadium to Kroger and the baseball stadium to Farm Bureau. JMI also is in the marketplace selling naming rights to Lexington Center, home of Rupp Arena. Archey will report to JMI CEO Erik Judson.

“This frees up Paul to focus on commercial relationships, coordinate sales and implement best practices for all of these major assets,” Judson said.

With Archey moving into a larger role that will be responsible for revenue across all of JMI’s properties, Kim Shelton will move from chief revenue officer to president of UK Sports & Campus Marketing. Shelton, a former soccer player at Kentucky, spent close to 20 years with Host Communications and IMG College before joining JMI in 2015.

Shelton and other property presidents report to Tom Stultz, JMI’s president.

More than 267,000 users came to after the national championship game.

Record online traffic flooded Clemson’s official athletic website following the Tigers’ Jan. 7 College Football Playoff championship victory over Alabama, and the vast majority of visitors — more than 80 percent — had never been to before. That was one of several takeaways from an analytics report prepared by WMT, the Tigers’ digital partner and website host.


WMT measured online traffic at for the 24 hours after the game and found: Traffic Sources

■ 72.9 % Mobile
■ 20.9% Desktop
■ 6.4 % Tablet

The site hosted 307,120 sessions during that period, meaning a user did something to engage with the site such as click on a page. During a typical day during football season, sessions tend to peak at 12,000 to 15,000.


Perhaps just as meaningful was that each session averaged 3.77 pages, meaning a user clicked on almost four pages during the visit to the site. “That tells us that they liked the content and they were looking for more,” said Jonathan Gantt, the Tigers’ associate athletic director of creative solutions. “That’s a good indicator of your content.”


In all, 267,235 users came to the site after the game, and 81.1 percent of the users had never been to before. “People are always asking about the impact of winning a national championship,” Gantt said. “This gives you a pretty good idea.”


Eye of the Tiger

Most visited pages on

1. Roster
2. Schedule
3. Justyn Ross bio
4. Trevor Lawrence bio
5. Main football
6. Parade info
7. Will Swinney bio
8. Travis Etienne bio
9. Christian Wilkins bio
10. CFP coverage

Only 1.75 percent of users went to the site and exited without doing anything, what’s known as bounce rate. Typical bounce rate for hovers around 21 percent.


More than 80 percent of traffic on Clemson’s site came from Google searches. Of the 307,120 sessions, 250,768 (81.7 percent) resulted from search engines. “The Google search data and the number of new visitors really speak to the kind of spikes you can get and the importance of search engine optimization,” Gantt said. “When people were searching for ‘Clemson Tigers,’ our site was at or near the top.”


Merchandise sales at, the team store run by Fanatics, reached $118,000 in the 24 hours following the game. That number includes only purchases that resulted from a consumer clicking on an ad or link on the Clemson site. Sales paced 21 percent ahead of two seasons ago when the Tigers won their first CFP title.


Despite the heavy traffic, WMT said its servers held up. It took an average of 0.08 seconds to load a page.