the volleyball brand: what makes it unique? kathy deboer, avca executive director spring conference...

The Volleyball Brand:What makes it unique?

Kathy DeBoer, AVCA Executive Director

Spring ConferenceMay 8, 2009

Why does it matter?1. #1 principle of marketing – what sets you

apart?2. “Unique” as a four-letter word 3. NCAA Brand Strategies managers

Attracting Spectators• “Ask”• What Works?• “Insiders”

– Advantage – Passion for Sport– -Disadvantage – No Objectivity

The Sport• Non-Contact Team Sport

– As opposed to basketball, ice/field hockey, lacrosse, soccer, softball/baseball

The Coaching

Volleyball in United States

• 402,768 High School Girls• 15,009 Varsity Programs

Volleyball in United States

150,00 of 200,000 registered participants in USAV are junior girls. Growth of 100,000 in last 12 years.

Volleyball in the United States• 1007 NCAA Women’s College Programs

– 313 in Div. I (96%)– 276 in Div. II (93%)– 418 in Div. III (95%)

• 257 NAIA Women’s College Programs• 380 Two-year Women’s College Programs

Volleyball in the United States

• 46,780 High School Boys• 2006 Varsity Programs

Volleyball in United States

Junior boys registered in USAV.

Volleyball in the United States• 84 NCAA Men’s College Varsity Programs

– 21 in Div. I – 16 in Div. II – 52 in Div. III (95%)

• 17 NAIA Men’s College Programs• 400 Men’s Club Programs• 250 US Men play professionally overseas

Mostly a women’s sportin the United States

• Good News– Women’s game not a weak imitation– Creates opportunities in the women’s product market niche

• Bad News– ½ the participants & the quiet ones– Sports Marketing to date about reaching male demographic

Two Sports

Youth Marketplace Recession Proof?

Technologically Connected• Webcasting• Chat Rooms/Blogs• Social Networking

– Face Book– Twitter

Questions - Comments