1. A Final Presentation Project for the New
Media Driver‟s License
By
Kendall Kuhens

2.  Records of athletics at MSU go back to 1870
 Most sports and events started out at the club level (Football
began as a club sport in 1884 and became a varsity sport in
1896)
 The first official MSU athletic director was Chester L.
Brewer, hired in 1903
 When Brewer became athletic director, the only sports at
MSU were football, basketball, baseball, and track
 Inherited “Spartans” nickname in 1925 (Before that athletic
teams were known as “Aggies”
 Accepted to Big Ten Conference in 1949 and began
competing in 1950
 Today there are 25 varsity sports at MSU including 12 sports
for men and 13 for women
Sources: http://www.msuspartans.com/trads/msu-traditions.html
http://en.wikipedia.org/wiki/Michigan_State_Spartans

3. Mission Statement:
We gather and engage our community to
teach, support and celebrate our student-athletes in
their quest for excellence.
 Last year the MSU Athletic Department generated over
$78M in revenue, with ticket sales ($21M), broadcasting
($18M), and fundraising ($17M) being the three most
profitable ways to accumulate income
 The budget for the department towards the Athletic
Communications and Sales & Marketing sub-
departments is $2,514,604 for the 2011-2012 school year
 These departments will be largely responsible for
advertising MSU teams and athletic events
Sources: http://www.msuspartans.com/school-bio/mission-statement.html
http://budget.msu.edu/fin_docs/documents/2011-12Budgets_000.pdf

4.  Increase revenue by improving profits in the
key areas: ticket sales, broadcasting, and
fundraising
 Increase exposure of the athletic department
and enhance the overall image of MSU athletics
 Find new opportunities for more interaction
between the department and stakeholders
 Market to as many sponsors as possible and
find new ways to acquire sponsorships

5.  Most of the advertising & marketing efforts
will be directed towards MSU‟s revenue sports:
Football
Basketball
Hockey
 Football and basketball make up 85% of the
revenue for the department, with hockey
adding another 7%, resulting in the revenue
sports generating 92% of the athletic
department‟s income
Source: MSU Course, KIN 853 Athletic Administration in Higher Education

6.  The MSU Athletic Department has an official
Facebook, Twitter, and YouTube account
 I would recommend creating an official
Google+ and Flickr account

7.  Similar to what the university is doing with their
„Spartan Sagas‟ promotional tool
 Fans, along with former MSU athletes and alumni,
can post videos and, or write articles that could be
put on the website to promote things such as
family values, a sense of belonging, what it means
to them to be a Spartan or root for the Spartans, or
special times they've had or shared with others at
sporting events
 Users will have the ability to engage and have
their message heard directly, where they can
reflect fondly on their favorite MSU sports
moments, their impressions of the athletic venues,
their favorite athlete or coach at MSU, and to give
general support (root) for the teams

8. Use of New
Scoreboards
 MSU Athletics has spent close
to $15M to fund the new
scoreboards and sound systems
in Spartan Stadium (debuting
this fall) and Breslin Center (last
year)
 These new scoreboards will
give sponsors great exposure
during events, and because the
department is using digital
scoreboards and LED displays,
they can run through
advertising for multiple
sponsors throughout the game

9. Sponsorship Continue marketing towards sponsors
Opportunities and the
through all types of media, encouraging
Use of Mobile
Technology
them to be “official sponsors of Spartan
athletics,” such as they have done with Tim
Horton‟s being the official coffee and GMC
being the official vehicle of Spartan athletics
___________________________________
Mobile Strategy
Focus on using QR Codes in print &
online advertising that links to intended
web content
Try to convince a partnering sponsor to
allow for an MSU Athletics QR Code in
their ads
Give everyone an official app they can use
on their smartphone to follow the athletic
department and their favorite Spartan
teams

10. The amount of money and time devoted to marketing or advertising
the particular sports should be comparable to the amount of revenue
they generate for the department (football: 65%, basketball:
20%, hockey: 7%, other sports: 8%)
The peak season to advertise for football would be late spring
through the end of the calendar year; basketball would be late summer
until March; hockey would be early fall until February. It is vital for all
of these sports to get a good head start BEFORE the season begins, but
to keep pushing throughout the season and set up subsequent seasons
for profitability
Success will be evaluated and determined based on ticket sales &
attendance, sponsorship interest, and revenue generated by the athletic
department
This concludes my presentation.
THANK YOU!!!!