‘The new wave of football’: How Duke football’s game-day culture came roaring back to life in Elko’s first season

It was Oct. 15, the night of the Duke-North Carolina football game, and as the game reached a fever pitch, so too did the student section. On and off the field, something special was brewing.

Click here to read the story at Duke chronicle.com.

Discussion Questions:

1. What is sports marketing?
2. How might this story represent an example of the concept of sports marketing?
3. What is the difference between the marketing of sports and marketing through sports?
4. Which might best describe the actions of Duke Athletics’ marketing staff?
5. What is fandom?
6. How does the concept of fandom relate to this news story?
7. What is a sports product?
8. Do you think Duke football is a product? Why or why not?
9. Why is the quality of product important in sports and entertainment?
10. How do you think the Duke football program was able to increase attendance at home games?
11. What is a game day experience?
12. Why is the game day experience important in team sports?
13. How did moving the student section impact the game day experience at Duke football games, according to information from this news story?
14. How did the marketing staff encourage fans to arrive early on game days?
15. Why was that important?
16. How do you think tailgating impacts the game day experience?
17. What else could Duke football do in the future to improve the game day experience? Be prepared to discuss your answers in class.