Category Archives: Basketball

Brighthouse Networks Stadium at UCF (photo credit: Breezy Baldwin via Flickr)

How much are college athletic facility naming rights worth?

Brighthouse Networks Stadium at UCF (photo credit: Breezy Baldwin via Flickr)
Brighthouse Networks Stadium at UCF (photo credit: Breezy Baldwin via Flickr)

UPDATE: Boise State’s new naming rights deal with Albertsons was unintentionally omitted. It has been added, which has changed the average annual values in the original post.

What’s the market value for naming rights deals on college athletic facilities? It’s much more difficult to estimate than if we were talking about professional athletics. Universities often complete these deals at less than market rate in order to acknowledge past gifts by major donors.

For example, naming right for Papa John’s Cardinal Stadium at University of Louisville is officially on the books as a $5 million donation for 52 years. In total, however, Papa John’s had donated approximately $22 million for the football stadium through 2011.  Would University of Louisville have agreed to a naming rights deal with a company it had never done business with previously for 52 years for $5 million? Not likely.

It’s not uncommon in these deals for past donations to be taken into account, causing the naming rights deal itself to be below market rate. That’s somewhat unique to college athletics thanks to its nonprofit status and history of relying upon donations.

We’ve recently updated our database for naming rights deals on college athletic facilities. Quite a few of the deals are for the life of the stadium or arena, and details of the deals aren’t always disclosed, especially when it involves a private university.

However, just for the sake of trying to pinpoint something approximating an average annual value, here are some average annual values based on what we do know: Continue reading

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Which Final Four Team Does Twitter the Best?

Twitter_logo_blueThe college basketball season reaches its pinnacle over the next few days with the Final Four on Saturday and the National Championship on Monday. In addition to final practices and traveling to Dallas, intercollegiate athletic departments have been busy pumping out school spirit via social media.

Perhaps in no industry is Twitter as important as sports. According to Nielsen, who launched Nielsen Twitter TV Ratings in the fall of 2013, 50 percent of all tweets about television in 2013 were about sports events. In addition, sporting events accounted for 12 of the top 20 most-tweeted-about television broadcasts.

It comes as no surprise then that every major intercollegiate athletic program is on Twitter. Indeed, most departments have multiple Twitter accounts – one for each sport and one for the entire department. For Florida, Kentucky, UConn, and Wisconsin, their men’s basketball accounts have been in overdrive throughout March Madness, but particularly since their teams secured spots in the Final Four last weekend.

So, who’s doing it best?

Keep reading….

March Madness Fans Seriously Love Tweeting

While the Dayton Flyers have been flying past the competition to make it to the Elite 8, their fans have been flying to Twitter to tweet about all the Madness. According to Nielsen Twitter TV Ratings, 143,000 unique users tweeted about the Dayton upset of Stanford on March 27. These 231,000 total tweets were seen by an unique audience of 5.3 million people, generating 32.3 million Twitter TV impressions.

In fact, on March 27, the top four tweeted about sporting events were all four NCAA March Madness Men’s Basketball games. The only non-NCAA sporting event that made it into the daily top five was the Washington Nationals and New York Mets pre-season baseball game.  Despite making it into the top five, the Nationals-Mets game was tweeted about far less than any of the either games with roughly 110,000 less tweets and 64,000 less unique authors than the San Diego State vs. Arizona game, which was the fourth most tweeted about sporting event that day.

For the week ending March 23, which saw 52 NCAA Men’s Basketball games played, 9 out of the Top 10 tweeted about sporting events were all March Madness matchups. The only non-March Madness game cracking the Top 10 that week was the Real Madrid CF vs. FC Barcelona soccer match on March 23, which came in at number seven. The most tweeted about game that week was the takedown of the Duke Blue Devils by the Mercer Bears. Upwards of 473,000 unique users tweeted 895,000 times about the upset. This produced an unique audience of about 7.8 million viewers and 80.2 million Twitter TV impressions. The next closest game was the Kentucky vs. Wichita State matchup which saw 304,000 unique users tweet 665,000 times about the game. The top four tweeted about events that week (including the two aforementioned, Dayton vs. Ohio State, and Dayton vs. Syracuse) all had more tweets that were tweeted by a larger amount of unique users than the Dayton vs. Stanford game on March 27.

Nielsen Twitter TV Ratings were first introduced in October 2013. They measures the total activity and reach of TV-related chatter on Twitter and are built on the SocialGuide platform. Unique authors are accounts that have sent out at least one tweet relating to a specific TV program or sporting event. Additionally, impressions are the number of times any of those tweets were seen while the unique audience is calculated as the total number of distinct Twitter accounts that garnered at least one impression of one or more different Tweets credited to a specific episode or sporting event. All the statistics for these games are credited to Nielsen SocialGuide.

Why the Dayton Flyers stand to make big money by reaching the Elite 8

I don’t know about you, but I love a good fairy tale. Especially when it involves Cinderella and a basketball. This year, the role of Cinderella is being played by University of Dayton, which earned its first berth in the Elite Eight since 1984.

While the rest of us are glued to our television screens, administrators and communications professionals in Dayton are scrambling to answer media requests and capitalize on their moment in the sun. No matter what happens against Florida tomorrow, Dayton will be basking in the afterglow for months, if not years, to come.

Click here to continue reading my piece on The Motley Fool.

How Louisville makes twice as much from basketball as rival Kentucky

There’s nothing quite like a matchup between in-state rivals, especially when it’s Louisville and Kentucky on the basketball court. No. 8 seed Kentucky goes into tonight’s NCAA tournament game a 4.5-point underdog to No. 4 seed Louisville, but Kentucky won when the teams met earlier this season. The outcome on the court is really anyone’s guess … but I can tell you the outcome of this season in each athletic department’s respective bank account is a different story.

Click here to keep reading my piece on The Motley Fool.

Tweet Madness: Who Will Be Crowned the Champ?

The first few rounds took a while because I wanted everyone to see the followers, number of tweets, and various scores that each team received from the different metrics used in this competition. To review what each team received, refer back to the first four posts!

South

Round 3:

Matchup 1: 1 Florida vs. 8 Colorado

Matchup 2: 5 VCU vs. 4 UCLA

Matchup 3: 6 Ohio State vs. 3 Syracuse

Matchup 4: 10 Stanford vs. 13 Eastern Kentucky

Sweet 16:

Matchup 1: 1 Florida vs. 5 VCU

Matchup 2: 3 Syracuse vs. 10 Stanford

Elite 8:

Matchup 1: 1 Florida vs. 3 Syracuse

East

Round 3:

Matchup 1: 1 Virginia vs. 8 Memphis

Matchup 2: 12 Harvard vs. 4 Michigan State

Matchup 3: 6 North Carolina vs. 3 Iowa State

Matchup 4: 7 UConn vs. 2 Villanova

Sweet 16:

Matchup 1: 8 Memphis vs. 4 Michigan State

Matchup 2: 6 North Carolina vs. 7 UConn

Elite 8:

Matchup 1: 4 Michigan State vs. 6 North Carolina

West

Round 3:

Matchup 1: 1 Arizona vs. 9 Oklahoma St.

Matchup 2: 5 Oklahoma vs. 4 San Diego St.

Matchup 3: 6 Baylor vs. 3 Creighton

Matchup 4: 7 Oregon vs. 2 Wisconsin

Sweet 16:

Matchup 1: 1 Arizona vs. 5 Oklahoma

Matchup 2: 6 Baylor vs. 2 Wisconsin

Elite 8:

Matchup 1: 1 Arizona vs. 2 Wisconsin

Midwest

Round 3:

Matchup 1: 16 Cal Poly vs. 8 Kentucky

Matchup 2: 12 N.C. State vs. 4 Louisville

Matchup 3: 11 Tennessee vs. 3 Duke

Matchup 4: 7 Texas vs. 2 Michigan

Sweet 16:

Matchup 1: 8 Kentucky vs. 12 N.C. State

Matchup 2: 3 Duke vs. 2 Michigan

Elite 8:

Matchup 1: 8 Kentucky vs. 2 Michigan

—–

Final Four

Matchup 1: 3 Syracuse vs. 6 North Carolina

Matchup 2: 2 Wisconsin vs. 2 Michigan

Finals

6 North Carolina vs. 2 Michigan

Analysis

Congrats to UNC – our Twitter Madness Winner! Although UNC will unfortunately not see a championship win on the courts this year, its Twitter showed prowess throughout the competition. With over 150,000+ followers and 10,000+ tweets, its reach is ginormous and college basketball fans are signing on to see what the account has to say.

Throughout the bracket, if two teams seemed evenly matched, I gave the tie-break to the team with the most Twitter followers. In fact, many times that a team had more followers, the other team actually had more tweets. I felt that the number of Twitter followers was a more crucial statistic because more followers means that more people/accounts want to see what the account is tweeting, regardless of its frequency. Additionally, teams that did not have unique basketball accounts did not make it far, even if they got lucky in Round 2 by being matched with a team that also did not have a unique basketball account.

It is not surprising that the teams that at least reached the Elite 8 in this bracket were the teams that are not only known for their basketball programs, but also their dominant athletic programs as a whole. Florida, Syracuse, Michigan State, North Carolina, Arizona, Wisconsin, Kentucky, and Duke are all teams that more or less consistently excel in basketball from year-to-year, and as a result, college basketball fans, who are the within the prime Twitter demographic of ages 18-29, have rewarded these high power teams by wanting to follow them via Twitter and social media.

Until next year, folks!

Tweet Madness: Midwest, Round 2

Matchup 1: 1 Wichita State vs. 16 Cal. Poly

Wichita State(@GoShockers) Cal Poly (@CalPolyMBB)
# of Followers 16.4K 1069
# of Tweets 15.5K 409
Klout Score 68 50
PeerReach Score (Sports) #21,418 #35,000
PeerReach Score (Basketball) N/A N/A
Social Authority Score 74 17

As much as I am in love with the Wichita State Athletic’s Twitter handle (lots of retweets, organic tweets, pictures, and great hashtags) and its overall Social Media presence, including its own YouTube Channel, it would be unfair if I gave it the win since I have been very biased against schools without accounts just for the Basketball team. Kudos to Cal Poly, though, since after its win, it has gained almost 200 followers and increased its Klout score by 1.

Winner: Cal Poly

Matchup 2: 8 Kentucky vs. 9 Kansas State

Kentucky(@KentuckyMBB) Kansas State(@KStateSports)
# of Followers 63.9K 42K
# of Tweets 3,595 14.6K
Klout Score 70 67
PeerReach Score (Sports) #20,441 #5,882
PeerReach Score (Basketball) N/A N/A
Social Authority Score 66 73

Once again, with Kansas State, we have a team that is doing great things with social media overall, with accounts on Facebook, Twitter, Pinterest, Instagram, and Youtube; yet, they do not have a dedicated Twitter handle for the Men’s Basketball team. Despite this, Kentucky’s account still has more followers and a higher Klout score, even though its account is only dedicated to the Men’s Basketball team.

Winner: Kentucky

Matchup 3: 5 St. Louis vs. 12 N.C. State

St. Louis(@SaintLouisMBB) NC State (@PackMensBball)
# of Followers 6,999 28.7K
# of Tweets 2,242 8,440
Klout Score 64 70
PeerReach Score (Sports) #20,300 #13,512
PeerReach Score (Basketball) N/A #2,901
Social Authority Score 55 66

Saint Louis’s Twitter presence cannot compete with N.C. State’s. Additionally, since its win, N.C. State has increased its Twitter followers by roughly 400, increased its Klout score by 1, and gone up 10 spots in popularity in the Sports PeerReach group.

Winner: N.C. State

Matchup 4: 4 Louisville vs. 13 Manhattan

Louisville(@GoCards) Manhattan(@GoJaspers)
# of Followers 42.8K 3,711
# of Tweets 5,328 8,910
Klout Score 67 63
PeerReach Score (Sports) #3,850 #36,927
PeerReach Score (Basketball) N/A N/A
Social Authority Score 70 46

These two teams catch a break because neither one of them has an account dedicated to the Basketball team. As a result, when comparing the Twitter accounts of the Athletic programs as a whole, Louisville easily wins this matchup. An interesting thing to note: Both teams have the a similar Twitter Name – “@Go(Team Mascot)”

Winner: Louisville

Matchup 5: 6 UMass vs. 11 Tennessee

UMass(@UMassAthletics) Tennessee(@Vol_Hoops)
# of Followers 11.5K 37K
# of Tweets 27K 11.9K
Klout Score 63 70
PeerReach Score (Sports) #25,793 #5,466
PeerReach Score (Basketball) N/A #2,310
Social Authority Score 70 75

Unfortunately, once again, without a dedicated Basketball account, UMass is another one of those teams that just cannot compete in this bracket. Since its First Four win, Tennessee has increased its followers and Klout score by 1, which has also been the case with other First Four game winners.

Winner: Tennessee

Matchup 6: 3 Duke vs. 14 Mercer

Duke(@Duke_MBB) Mercer(@MercerMBB)
# of Followers 48.2K 1,239
# of Tweets 8,306 1,057
Klout Score 72 60
PeerReach Score (Sports) #4,660 N/A
PeerReach Score (Basketball) #1,568 N/A
Social Authority Score 73 24

Duke is clearly not just dominant on the court – it has also found a way to create a great Twitter presence for itself with tens of thousands of followers, and high Klout and Social Authority Scores. One thing I do like about Mercer’s Twitter account, though, is its use of #MercerMadness and #OurYear.

Winner: Duke

Matchup 7: 7 Texas vs. 10 Arizona State

Texas(@TexasMBB) Arizona State(@SunDevilHoops)
# of Followers 14.5K 5,117
# of Tweets 4,996 7,648
Klout Score 68 65
PeerReach Score (Sports) #8,774 #43,516
PeerReach Score (Basketball) #2,361 N/A
Social Authority Score 64 43

Even though Arizona State has over 2500 more tweets than Texas does, Texas wins in every other category, with landslide victories in number of followers, PeerReach group popularities, and Social Authority score. If Arizona State can get the upset on the court, I will be intrigued to see how their Twitter presence is affected.

Winner: Texas

Matchup 8: 2 Michigan vs. 15 Wofford

Michigan(@UMichBball) Wofford(@WoffordTerriers)
# of Followers 101K 4,127
# of Tweets 11.3K 6,610
Klout Score 79 61
PeerReach Score (Sports) #3,048 #11,100
PeerReach Score (Basketball) #1,703 N/A
Social Authority Score 81 52

Michigan has some of the best statistics we’ve seen in this bracket to date. I can definitely see it going deep into the tournament, if not winning it all!

Round 3 Matchups

Matchup 1: 16 Cal Poly vs. 8 Kentucky

Matchup 2: 12 N.C. State vs. 4 Louisville

Matchup 3: 11 Tennessee vs. 3 Duke

Matchup 4: 7 Texas vs. 2 Michigan

Tweet Madness: West, Round 2

Matchup 1: 1 Arizona vs. 16 Weber St.

Arizona(@APlayersProgram) Weber St.(@WeberStateMBB)
# of Followers 19K 884
# of Tweets 3,148 597
Klout Score 71 48
PeerReach Score (Sports) #2,700                         #21,300
PeerReach Score (Basketball) N/A N/A
Social Authority Score 61 22

As has been the case before, the number 1 seed easily beats the 16 seed in terms of Twitter presence. Even though Weber State (959 days) has spent almost 4 times the amount of days on Twitter than Arizona (266 days) has, it has not been able to garner anywhere close to the same amount of followers as Arizona. It also does not tweet very often, as this is yet another school that relies more on its main athletic handle (@weberstate), than its basketball one.

Winner: Arizona

Matchup 2: 8 Gonzaga vs. 9 Oklahoma St.

Gonzaga(@ZagMBB) Oklahoma St.(@OSUMBB)
# of Followers 9,815 15K
# of Tweets 1,046 4,358
Klout Score 60 66
PeerReach Score (Sports) #46,539 #25,008
PeerReach Score (Basketball) N/A #9,270
Social Authority Score 55 69

Although the Oklahoma State Cowboys win in every category, there is an interesting thing to note about Gonzaga’s Twitter. According to Followerwonk, 67% of Gonzaga’s timeline is retweets of other accounts. This shows that it is interacting with other users very often. A quick scan of its timeline shows that Gonzaga is not only retweeting its own athletic department, but former players who are now in the NBA, commentators, ESPN professionals, college basketball writers, and more. This makes for an interesting timeline for followers. Despite this, Oklahoma St. still takes this matchup.

Winner: Oklahoma St.

Matchup 3: 5 Oklahoma vs. 12 North Dakota State

Oklahoma(@OU_MBball) North Dakota State(@NDSUmbb)
# of Followers 16.4K 1,871
# of Tweets 5,145 1,251
Klout Score 69 59
PeerReach Score (Sports) #15,586 #36,600
PeerReach Score (Basketball) #4,605 N/A
Social Authority Score 65 35

This is our third landslide victory in the West!

Winner: Oklahoma

Marchup 4: 4 San Diego St. vs. 13 New Mexico St.

San Diego St.(@GoAztecs) New Mexico St.(@NMStateAggies)
# of Followers 14.3K 4,598
# of Tweets 22K 14.3K
Klout Score 68 60
PeerReach Score (Sports) #8,381 #13,900
PeerReach Score (Basketball) N/A N/A
Social Authority Score 61 55

This is a unique matchup as both schools do not have a Twitter handle solely dedicated to the basketball team. In this matchup, San Diego State rolls over New Mexico State. However, do not expect SDSU to stay in the competition for much longer, as it will likely lose out to a school that has a Basketball account in the next round.

Winner: San Diego State

Matchup 5: 6 Baylor vs. 11 Nebraska

Baylor(@BaylorMBB) Nebraska(@HuskerHoops)
# of Followers 18.9K 21.9K
# of Tweets 11.7K 11.2K
Klout Score 70 69
PeerReach Score (Sports) #7,599 #20,779
PeerReach Score (Basketball) #2,308 #5,667
Social Authority Score 77 62

This is one of the closer matchups we’ve seen, especially if you concentrate on the first three categories. However, with Baylor’s better recognition in both of the PeerReach groups, Baylor comes out victorious.

Winner: Baylor

Matchup 6: 3 Creighton vs. 14 Louisiana-Lafayette

Creighton(@BlueJayMBB) LA-Lafayette(@ULRaginCajuns)
# of Followers 14.9K 11.1K
# of Tweets 2,080 13.5K
Klout Score 65 62
PeerReach Score (Sports) #33,593 #34,644
PeerReach Score (Basketball) #7,997 N/A
Social Authority Score 59 59

Even though Louisiana-Lafayette’s account is for all of its athletic teams, Creighton’s Men’s Basketball account still beats the Ragin’ Cajuns in almost every category. One thing Lousiana-Lafayette does well, though, is that 65% of the tweets on its timeline include URL links. A lot of these links provide news and commentary about each team’s last game or event. These type of tweets should be replicated for an individual Men’s Basketball Account. For now, fans of the team can follow Men’s Basketball Head Coach Bob Marlin (@bobbymarlin).

Winner: Creighton

Matchup 7: 7 Oregon vs. 10 BYU

Oregon(@OregonMBB) BYU(@BYUbasketball)
# of Followers 16.3K 13.4K
# of Tweets 7,088 5,148
Klout Score 69 63
PeerReach Score (Sports) #11,311 #20,915
PeerReach Score (Basketball) #3,674 #6,837
Social Authority Score 72 49

The only categories in which BYU even comes close are number of tweets and Klout score. One way for BYU to increase their Twitter presence perhaps is to get the upset on the court. For now, however, Oregon easily wins this matchup.

Winner: Oregon

Matchup 8: 2 Wisconsin vs. 15 American

Wisconsin(@BadgerMBB) American(@AU_MBasketball)
# of Followers 32.2K 1,776
# of Tweets 15.1K 2,895
Klout Score 72 62
PeerReach Score (Sports) #4,838 #58,109
PeerReach Score (Basketball) #2,518 N/A
Social Authority Score 76 41

We finish up the West 2nd Round with another decisive victory. Wisconsin is a school much more known than for its sports than American is, so it is no wonder that it dominates in each of these categories, as its fans clearly want to follow them on social media. While looking at American’s timeline, one can tell that it is doing a good job retweeting other accounts and tweeting pictures, but it will be a long time until it catches up to the number of tweets Wisconsin has.

Winner: Wisconsin

Round 3 Matchups:

Matchup 1: 1 Arizona vs. 9 Oklahoma St.

Matchup 2: 5 Oklahoma vs. 4 San Diego St.

Matchup 3: 6 Baylor vs. 3 Creighton

Matchup 4: 7 Oregon vs. 2 Wisconsin

Even in NCAA Basketball Tournament, Football Schools Take Home Most of the Money

Just because the NCAA Basketball Tournament takes one team from every conference doesn’t necessarily mean everyone ends up on equal footing financially. Would you be surprised to learn that the same six conferences that walk away from the football season with the lion’s share of the money also take home the majority of March Madness money?

It’s true.

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