What’s one thing guaranteed to get Flashes flocking to the next Kent State athletic event? Free merch.
Kent State spends an average of about $90,000 per year for marketing campaigns and giveaway items across 19 sports and athletic seasons. The money is used for both student and general fan engagement.
“For many college students, athletics is a unifying opportunity to cheer for their institution,” said Suzette McQueen, deputy athletics director and senior woman administrator. “It can enhance school pride and provide shared experiences, fun and entertainment.”
Athletics uses giveaway items, such as Kent State hats, T-shirts, jerseys, water bottles and more, to increase interest and encourage student engagement. The quantities of merchandise giveaways vary based on venue size, the sport and attendance goals ranging anywhere from 50 to 1,500 giveaway items.
The estimated $90,000 budget is supplemented with strategic partnerships and sponsors, who can purchase additional giveaway items, further enhancing the university’s reach and providing return on investment for their business, McQueen said. For athletics, the giveaways seem to be paying off.
In the 2023–2024 athletic year, overall attendance increased across campus athletic events. Field hockey and volleyball each saw a 48% increase, soccer grew by 34%, men’s basketball shot up by 39%, gymnastics had a 35% stretch and wrestling had a whopping 155% increase to its attendance.
Though giveaway items at many athletic events run out, leftover items are repurposed as game day activation gifts, used at tabling events like Destination Kent State, Blastoff, First Thursday and as donations.
“Some of our promotions involve food giveaways, and we collaborate to order through concessions or use trade from corporate partners to maximize those events,” McQueen said.
Since Randale L. Richmond started as athletic director in 2021, there has been a concerted effort to build strong student traditions, McQueen said. This began during Lamar Hylton’s tenure as senior vice president of Student Affairs, now under the direction of Eboni Pringle, via the “We Are Kent State” initiative.
“Whether it is singing the fight song, wearing Kent State gear, cheering for the team during a rivalry game or participating in band, cheer or in-game activities, it helps to provide great experiences for Kent State students,” McQueen said. “I believe all units on campus strive for student retention and help to create a sense of belonging.”
Lauren Bischof is a beat reporter. Contact her at [email protected].