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Case
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Reference no. 395-045-1
Authors: Philip Baron (Iona College); Donald Grunewald (Iona College)
Published in: 1995

Abstract

A large private university faces declining budgets and curtailment of spending. To offset such reductions in expenditure the university has been pursuing alternative revenue sources. One such possibility is a national producer of soft drink beverages. The company offers the university a ten- year contract. However, the agreement requires the advertising of the soft drinks at all football games of the university. There are two major issues. One is the relative role that athletics should play in the life of a university and in the determination of objectives. Another is whether it is appropriate for a university to use its athletic programs to attract revenues.
Location:
Size:
25,000+ students
Other setting(s):
1994-1995

About

Abstract

A large private university faces declining budgets and curtailment of spending. To offset such reductions in expenditure the university has been pursuing alternative revenue sources. One such possibility is a national producer of soft drink beverages. The company offers the university a ten- year contract. However, the agreement requires the advertising of the soft drinks at all football games of the university. There are two major issues. One is the relative role that athletics should play in the life of a university and in the determination of objectives. Another is whether it is appropriate for a university to use its athletic programs to attract revenues.

Settings

Location:
Size:
25,000+ students
Other setting(s):
1994-1995

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