While watching a college basketball game I saw a commercial for the NCAA. Please explain who this commercial is targeting. I understand commercials for universities as they want students to enroll. However, what does the ncaa want? Thanks.
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Positive branding. The same reason why utility companies advertise. They want you to recognize and like them
It promotes their stated mission regarding amateur athletics to anyone that might care— particularly people watching a college basketball game. Their campaigns these days seem to focus on non-revenue sports, minority involvement, and highlighting academic achievement. They’re given that ad time as a part of the broadcast agreement so it doesn’t necessarily need to be a profitable venture the way a business would expect.
They want you to like them. The NCAA is facing a lot of pressure from fans, regulators, and politicians to change their practices and let student athletes be paid directly by their universities. There’s a current lawsuit that isn’t directly about that (it’s about transfer portal rules), but it reflects the NCAA’s vulnerability to bad public opinion. If more people thought the NCAA is a useful institution and that amateurism in college sports is a good idea, a lot of that pressure to change would be relieved.
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