USF Athletic Team Case Study
4.1 Recommended Strategy and Rationale
Our team recommends a differentiation strategy where the USF Athletic Department distinguishes the student athlete experience they offer from those of other Jesuit schools and programs within the conference. They should start within their small environment and build on that to achieve big success. Our team wants USF Athletics to become more involved in the entire university’s student life. This interaction is an enormous opportunity lost to differentiate and achieve a competitive business advantage.
Our analysis included interviewing students, student athletes, and staff. The lack of interest and support from the student body was by far the most discussed issue regarding athletics. Student athletes know that games and
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USF Athletics must make students want to come to sporting events. Then once they come, find a way so they stay and more importantly keep attending. The reasons students attend events are either because the teams are so successful, or because the students feel connected to the student athletes. Rather than isolating themselves the student athletes should interact with the entire university through classes, clubs, events, and fraternities. Student athletes and the Athletic Department should co-host events with student organizations and attend more university wide functions. This second way to trigger attendance is more realistic for USF currently, because the overall wins and success will take time. Yet if this connection is achieved, we believe student attendance will rise. However, once students come to games they have to give them a reason to stay. As a men’s soccer player said “Make games more of an event.” USF Athletics must heighten the spirit at USF games so regardless of the result, students enjoy the experience and want to return. This creates more consistent
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