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Derek Brough
Teresa Gregory
SAEM 304 DB/DC
MW 1:00
September 28, 2015

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Industry Research Paper

The language of business is universal. No matter what location in the world, what
type of company or the management style in place, any successful businesses is able to
attain revenue and analyze important steps needed to gain a loyal audience. Some
companies such as Amazon or Live Nation are very typical businesses to follow and
could potentially follow a similar business plan, however there are some nontraditional
businesses that use different resources to obtain their revenue and build a strong band.
Since their debut season in 1980 the University of Pittsburghs Football team, the
Pittsburgh Panthers have evolved quite substantially. With the vast growth of technology
and the publics increased interest various entertainment options, the Pitt Panthers have
accumulated a very strong national presence.
Currently under the athletic direction of Scott Barnes, the Pittsburgh Panthers have
been present through some of the most climatic advances the world has ever seen. Being
a sports team, the business plan is not something that is immediately thought of with the
general public. However, having the knowledge in both athletics and business operations
it is evident that the Pittsburgh Panthers football team is very established in the business
world.
The Pittsburgh Panthers football team played their first season in 1889 when the team
was known as the Western University of Pittsburgh. Bert Smyers organized the team
along with John Scott (Gliozzi). The first coach, Anson Harrold for WUP was appointed
in 1893, which was also the first year the team faced off against Penn State, which would
eventually be known as the Backyard Brawl (Gliozzi). In 1904, WUP completed its fist

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full season and was moved from Allegheny City to Oakland, PA where it became the
University of Pittsburgh. For 17 seasons, Pitt Panthers were only one game away from
being undefeated (Gliozzi). The team has had many legendary coaches including Glenn
Warner and John Sutherland. Southerland lead the team to make appearances in four
Rose Bowl games, five national championships and seven eastern championships
(Gliozzi). To date, the team has at least 88 players named to the All-American ranks.
The Pitt Panthers competed in the 1956 Sugar Bowl against Georgia Tech in one
of the biggest games in history. The Pittsburgh Panthers were the first team to break the
color barrier with the participation of African American full back Bobby Grier. Georgia
was highly opposed to having Grier participate in the game but Pitt did not let in and
played Grier during the Sugar Bowl (Gliozzi). The team lost the game 7-0 due to a faulty
interference penalty called by a referee against Grier. This game has gone into making
history with Pittsburgh and collegiate level football.
Now the team is a National Collegiate Athletic Administration (NCAA) Division 1
ACC conference team. The Pittsburgh Panthers have achieved nine national titles and two
conference titles throughout their history. The NCAA shares a belief in and
commitment to the collegiate model of athletics in which students participate as an
avocation, balancing their academic, social and athletics experiences (Yakola). By
following this value, the Pittsburgh Panthers are committing themselves to excellence
both inside and outside the classroom.
Pittsburgh Panthers home games are held at Heinz Field, home of the NFLs
Pittsburgh Steelers. SB Nations reported that on average attendance for the Pittsburgh
Panthers football games are around 50 thousand people (Hokie). There varying factors

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that play into a games attendance: weather, time of day and the teams opponent. Some
game are sell-outs instantly if there is a good match up, for example the Pitt v. Miami
game on November 27, is selling extremely well because that is always an anticipated
matchup. Time of the day is also another factor that plays an impact on the games
attendance. If the game is after 5pm on a Saturday, more people are willing to attend, if
the game is at 12pm, on a Friday there is less availability for attendance (Hokie). Weather
is another impacting factor that could help or hurt the teams attendance. If the game is in
mid-December less people will attend because it will be very cold in the venue, however
games in September have a record of being close to sell outs.
College students both male and female within the Pittsburgh area are one the most
valuable markets to the Pittsburgh Panthers. This can be specified even more with the
goal of reaching main University of Pittsburgh students. With the support of their
students, the University of Pittsburgh and the Pittsburgh Panthers are able to create a
positive and supportive environment, which is beneficial when competing for national
and conference titles. Maintaining a strong season record does not have the biggest
impact on their customer segmentation however if the team does suffer from a losing
record there are adjustments that would need to be made with their marketing
departments to mend that fan to team relationship.
The University of Pittsburgh also puts a great effort in reaching out and attaining as
much alumni presence as possible. During home games, the Alumni Department at the
University of Pittsburgh has a tent and small reception area, which is a great incentive to
support the Panthers at their games. The alumni of the University of Pittsburgh are a great
segment because they already have that brand loyalty instilled in them and could

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potentially want to continue to support their alma mater. By offering some small
incentives to the alumni of the university, they are using strong marketing efforts to
maintain that positive connection between the school and their previous graduates.
Another segment that is strong would be the friends and families of players,
cheerleaders, dance members and band members. There are various options available to
accommodate the families and parents of those involved in the game day operations.
These are great people to segment toward because they are automatically affiliated with
the university and additionally they are more than likely to support their children and
friends in their efforts during the games.
Beyond those that are already affiliated with the University of Pittsburgh, another
segment that is important to reach is the men aged thirty-five plus that have disposable
income and still live in western Pennsylvania. An example of this market would be the
people that attend the Pittsburgh Steelers games. These are the people that should be
marketed to for the Pittsburgh Panthers games because they are interested in live sporting
events at some level. It is statistically proven that marketing football games to men is
much easier and then there is the hope that the men being targeted would bring women,
friends and families to the games as well.
Key resources for the Pittsburgh Panthers football would be the venue rental,
equipment and licenses. The Pittsburgh Panthers play their home games at Heinz Field
home of the NFLs Pittsburgh Steelers. The relationship between Heinz Field, the
Pittsburgh Steelers and the University of Pittsburgh is very strong and each party works
cohesively to ensure a top quality environment during events at Heinz Field. The head
coach, Pat Narduzzi has been working with the team for roughly one year. While he is not
a tangible resource, he is easily one of the most valuable assets the team has. Without his

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direction the Pittsburgh Panthers would just be a group of men with a passion toward
football. With him and the various assistant coaches, the team and the university are able
to execute these passions held by the players.
Equipment is also something in which is vital to each game and the success of the
Pittsburgh Panthers. With the support of the NCAA and the Atlantic Costal Conference
(ACC), the Pittsburgh Panthers are able to perform using top of the line technologies and
equipment. As a part of the NCAA the game day equipment is all supplied for the games
and deemed official at the start of each game (Gall).
Licenses are something that also plays a vital role in game day operations with the
Pittsburgh Panthers. Legally, licenses must be obtained for the numerous exertions
provided with the Pitt Panther Football games. For example, having a liquor licenses is
one of the most important things to ensuring guest satisfaction and it also is a huge source
of revenue. Without liquor licenses there is no way to sell alcohol, which is a situation
that could potentially ruin a business of this nature.
A music license permit is also needed for the Pitt Panthers football games. The
professional league music license allows you to play or perform all of the musical works
in the available repertoire as often as you like (Music). Leagues such as the NFL, NCAA
or ACC must complete a report listing all teams in the league and the published
attendance for each team during the previous year. You will also calculate your license
fee for that subsequent contract year, after multiplying your published attendance by the
Attendance Fee Rate in your contract (Music). As a collegiate team, there are also
certain licenses that must be upheld in order to still be recognized as a member of the
NCAA and the ACC (Gall).

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The Pittsburgh Panthers have seen quite the growth of technology throughout the
course of their history. Back in 1980, really the only way to experience a football
game was attending the event in person. Through the advancement of modern day
technology, the opportunities to experience an event of this stature are nearly endless.
Live audiences are the most effective distribution channels with collegiate
football. This is great for the team because they can generate revenue for each person
that walks into the stadium on game day. Additionally, the more people in the
stadiums the higher the energy, which is a big key component to a teams success.
Television is the biggest evolvement in technology according to Nightly News
Rick Harrow. Rich said, 10 years ago no one would have expected marquee sporting
events dared be shown anywhere but on free broadcast TV (The Changing TV).
With the advancement in Television services, the television channels, which broadcast
the game, have quite a lot of power in game day operations as well. Director of
Marketing, Joe Rood said, one thing that most people dont realize is that the
broadcasting channels are the people who are responsible for choosing the kickoff
times per game (Rood). Television is most peoples go-to way to watch the game
because it is the both the cheapest and easiest way to experience the Pittsburgh
Panthers football games. However, the Pittsburgh Panthers and their partnerships with
various television networks do not televise every single game, which is another good
marketing strategy. By not airing the event on television, that is another way to bring
people into the stadium. There are some games that are broadcast on ESPN 3, which
is done online, but not all games are available. The channels broadcasting the games
are those that dictate the times for the games.
With the advancements to technology, fans can stay up to dates on their mobile
devices and computers. Mobile applications like CBS Sports and ESPN allow fans to

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get the play-by-play action to the game without paying a dime. This is great for fans
but not good for the teams because they are gaining little to no revenue from these
applications.
The Pittsburgh Panthers have really adapted their presentation of the games and
upped their social media presence, which is something else that could be considered a
distribution channel. While this does not stream the game as it would on television, fans
are able to get updates throughout the game with push notifications. Marketing
coordinator at the University of Pittsburgh, Ryan Maerder said, I think the biggest trend
n marketing is the increase in making content on new social media platforms. This would
include platforms such as Snapchat or Periscope. Fans want content in real time and these
are some of the newest trends making this available (Maerder). Being able to adjust to
new technology is great because it keeps your company up to date and active. The
University of Pittsburgh and the Pittsburgh Panthers are working heavily on keeping their
social media presence both informative and promotional.
The mission of the University of Pittsburghs Department of Athletics is to
sponsor broad-based athletics programs that provide educational and athletic
opportunities for all students, and equitable opportunities for all students and staff
(Compliance). The Pittsburgh Panthers are dedicated to creating proactive ways to
engage with their fans, community and economy. The teams main function is to provide
collegiate level sports entertainment to audiences within the western Pennsylvania
market. Director of Marketing at the University of Pittsburgh, Joe Rood said that he finds
great value in Michigan States athletic director Mark Hollis leadership structure. (Rood)
Mark Hollis developed a new leadership structure of the Michigan State University

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athletic department by saying "We gather and engage our community to teach, support
and celebrate our student-athletes in their quest for excellence" (Mark).
This statement shows that collegiate teams are dedicated to creating a positive
atmosphere for the students, staff, and community all while upholding values of
excellence. The value proposition is a great way to find out the missions of each team and
shows how they are looking to impact the nation with their athletic talents and group
civic leadership responsibilities. The University of Pittsburgh has made minor
adjustments to their mission statement and their values change season to season based off
the community engagement and their teams ethical and moral values.
On average, the Pittsburgh Panthers football teams have an audience size of
40,000 per game. This number can be very overwhelming and very exciting but it
important to make each and every person in that stadium to feel as though they are your
top priority. Maintaining a strong customer relationship is vital to any companys success.
Companies that have strong customer relationships are more likely to see increased
revenue. At the University of Pittsburgh, there are so many different types of fans that
come to the game and each one is very important to how they focus as an organization.
One of the biggest things that Pitt football does to maintain good customer relationships
is offering various levels of season ticket subscriptions. This allows the Panthers to track
who is coming to the games and focus on building a reputation and relationship based off
customer and brand loyalty. For example, there is a student section, which runs through a
student ticket subscription. Offering a student ticket subscription is a great way to build
hype toward the games and show support toward their team and their school.
There are various levels of season packages available for fans. There are your
standard season tickets, which would allow fans to choose an area of the stadium to sit in

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based off price and that would grant admission to each home game of the season. There is
also a 3 game mini series, which is along the same lines in terms of logistics. Each of
these packages is a great way to build customer relationships. The full season
subscription is great because those fans will return game after game and that relationship
will strengthen itself as long as the fans have a positive and memorable experience while
at the stadium and while engaging with the Pittsburgh Panthers.
Maintaining a positive memorable experience is fundamental in any companys
triumphs. If a guest has a negative experience with a company, they are less inclined to
return to that event or to recommend that event to others. Simply by supplying fans with
opportunities for engagement and having a knowledgeable friendly staff, a company is
already exposing themselves to the possibility of great guest services.
The Pittsburgh Panthers have a very strong approach to customer service through
means of communication and guest experiences. Before the games at Heinz Field, the
Athletic Department sets up various tents, moon bounces, DJ personnel and other various
entertainment selections to explore. Another non-traditional approach to guest services
and guest relations would be the Panthers cheerleaders, Panthers band and the Panthers
dance team. While this may not seem like something normally affiliated with guest
services, by having cheerleaders, bands and dancers, the Pittsburgh Panthers football
games are increasing in entertainment value beyond the football game itself. The
cheerleaders and dance team will interact with guests before, after and during the games,
which also works to strengthen that relationship.
Several football teams across the nation are working on developing new ways to
engage with their fans in relation to the new technology advances. On way these

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advancements are being made are with the help of new mobile application SuperFanU.
SuperFanU is a customizable mobile application that allows teams to communicate with
fans in a whole new world. The Pittsburgh Panthers are beginning to consider this new
system as service to build new customer relationships. The application allows students to
register and gain points for attending games throughout the season and engaging with
teams on social media. The points are then recorded on the students profile and are able
to be redeemed for prizes that range anywhere from a free t-shirt to complimentary
season tickets. Universities are able to keep records of who attended the games, see
student profiles and follow with what students are leading on the game points
leaderboard. Mobile applications like SuperFanU are growing in popularity because it is
a great way for fans to get and stay involved throughout the season and work
tremendously well to build customer relationships (Charasika).
Revenue streams are arguable the most important aspect of a business because
revenue is what makes a company successful and able to continue operations with further
aspirations. Revenue that occurs quite often with the Pittsburgh Panthers would include
media rights, subsidy from other universities, ticket sales, merchandise, food and
beverage, student fees, branding, donations and income from away games. Each of these
areas brings in money, which allows the team to operate on a higher quality than before.
According to NBC Sports, following the addition of Pittsburgh and Syracuse, the
ACCs 2013 2014 tax return saw total revenue increase 30% to $302,306,749
(McGuire). The biggest jumps were in both TV, which jumped to $197.2M and bowls to
$48.8M (McGuire).

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Ticket sales are another area that brings in huge amounts of revenue. Each person
that walks into a game is money in a companys pocket. Tickets are available in single
games, mini-packages and season tickets. Each of these levels has different margins for
revenue but all will bring in money for both the team and the university.
Branding is another great way for revenue to increase, as mentioned before both
the team and their sponsors are able to build on branding during events and with the use
of marketing there revenue has the potential to increase substantially. Donations are also
a great revenue stream for obvious reasons. There are donations from companies as well
as individual sponsors. Depending on the level of donation will receive incentives such as
seats for games, game day recognition and other various tangible goods.
Merchandise and food and beverage are both areas that can bring varying amounts
of revenue for the teams and their suppliers. Vested Outsourcings Marcel Fenez said,
Merchandise is the smallest category for revenue in our forecasts accounting for 25.2%.
of total incoming revenue (Fenez). Pitt Panthers official merchandise is now
manufactured through the teams sponsor, Nike. Both Nike and the Pitt Panthers will split
revenue sales based off performance. Aramark is the provider for food and beverage
while at the games at Heinz Field. The company, Heinz Field and the Pittsburgh Panthers
all take a portion of sales.
Media Rights is one of the most important forms of incoming revenue during
Pittsburgh Panthers football games. Media rights generate the third biggest category of
revenue and account for 24.1% of the total market (Fenez). Media rights are very
important to a games success. Whatever company is producing the media for the weeks
game is in complete control of the game and its pace.

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The key activities of the Pittsburgh Panthers are extremely varied by department,
by person and by time of season. For each game there is so much that goes into
maintaining simple game day operations. A typical day in the lives of a Pittsburgh
Panther football game is very long and needs to be executed from a very detailed
timeline. If the game would begin at 1:00pm, the operations begin to unfold around
8:00am. Each department has different duties that must be performed in order for the
game to go as planned. In the marketing academy, the responsibly range anywhere from
setting up tables to inform fans of upcoming events to setting up face painting, DJs and
inflating moon bounces as an extra form of entertainment during pre-game activities.
Marketing coordinator, Ryan Maerder, said that his key activities for Pitt Football
include all the pre-game fan experience activities outside Heinz Field. This includes
sponsor activation and interactive activities on Art Rooney Avenue for the three hours
prior to each game (Maerder). This pre-game time is one of biggest times to grow your
market and build an audience.
Coaches and players of the team are busy practicing before the games so their
engagement is limited during the pre-game activities. The coaches and teams main
activity during the games would be to prepare for the game time and be knowledgeable of
plays and activities going on throughout the game. Another key activity of the Pitt
Panthers coaches and recruitment team aside of game day operations would include
finding and developing incoming talent. The fundamental recruitment process for Pitt
football begins in a students junior year in high school and is followed up until a
potential contract is signed for them to join the team. One that contract is signed they go

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through multiple months of training and development sessions to prepare for the
upcoming football season.
Everybody affiliated with the Pittsburgh Panthers football team is working to
create a proactive strategy in promoting the program in the community. Without that
proactive atmosphere the attendance for the games would be low and that could be a
major factor in the teams game day success. Be it working on establishing a strong
fundraising program to building a strong presence though social media, each department
has so many different priorities that need fulfilled for a game day to operate smoothly.
Sponsorship is something that Pitt Panthers football does a great job with. Without a
doubt the University of Pittsburgh is the biggest sponsor toward the Pitt Panthers football
team. In addition to the university, the Pittsburgh Panthers also have partnership with
IMG College, Nike, UPMC, PNC Bank, Pepsi, the ACC and The NCAA. Each and every
one of these sponsors has a huge impact on the success of the business. One of the main
sponsors is Nike whos long contract with Pitt Athletics will outfit the universitys 19
intercollegiate athletic teams and 450-plus student athletes (Gorman). This contract and
sponsorship with Nike was huge because it is instant brand recognition simply by
incorporating their signature swoosh into the athletic teams uniforms as well as the new
merchandise sold with Pitt Panthers in mind.
IMG College is another one of the Pittsburgh Panthers main partners. IMG college
represents over ninety universities in multimedia rights and more than 200 universities in
trademark licensing (Tull). At the University of Pittsburgh their marketing academy and
IMG both share one big office space, which allows for open communication and
collaboration between the two offices. IMGs business proposition would be to work with

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companies to engage and utilize assets to increase brand awareness and profitability. By
sponsoring through IMG and Pitt, companies are exposed to loyal fan bases and benefits
(Tull).
Business plans are vital to the success of a company and are great in assistant
goals and outreach. Business plans are a great way to identify problems within your
organizations, get advice from customers and can also aid in obtaining funding. Pitt
Athletics Marketing Coordinator, Joe Lassi said, having a business plan allows you to
always check and see if youre staying on course. You can verify that your business is
following its guiding principles while trying to reach its goals and thats extremely
important (Lassi). Pitts business plan can vary from game to game but each time there
are fundamental elements that remain the same per game. Based off the events projected
attendance, there are entertainment elements that are added to the days itineraries. These
game day activities are great because they can work to engage with fans who may not be
die hard fans but instead are just going with family or friends. Joe Lassi also said,
customer relationships are more beneficial than revenue because if you have a good
customer relationship, it can lead to other benefits including revenue (Lassi).
The Pittsburgh Panthers decide whom to partner with based off traditional, local and
collegiate level markets. Traditional companies like Pepsi are beneficial to both the
company and the fans. The fans are exposed to an already massive brand and can then in
turn affiliate that brand with the Pittsburgh Panthers and any experiences they have
shared mutually and the company is able to build brand awareness and increase revenue
Local partners such as UPMC are beneficial because it one again builds awareness. By
having that connection to the Pittsburgh Panthers there is a relationship that builds and

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fans could be inclined to use UPMC as one of their medical suppliers. College level
sponsors such as Panera Bread, which have numerous locations near the University of
Pittsburghs campus are benefiting because students would have be likely to eat at Panera
because of seeing their exposure in programs, on social media or even during events.
Depending on which level of sponsorship a company chooses to participate in allows
the companies various added perks. Both the team and the companies are trying to
increase their revenue pools and by working on branding and marketing there is great
opportunities for both parities affiliated.
Huntington Bank signed on to sponsor the teams 125th season in a very inspirational
and unique way. For each first down the Panthers achieve on the field during their 2014
season, Huntington Bank will donate $125 to the Free Care Fund at Childrens Hospital
of UPMC of Pittsburgh (Huntington). This sponsorship is a fantastic effort in combining
great companies that make Pittsburgh so family friendly. President of Huntington Bank,
Susie Shipley said since Huntington Bank opened its doors in 1866, there has been a
strong commitment to support the organizations that drive out local economy, strengthen
our neighborhoods and enrich the cultural fabric of our community (Huntington). This
kind of partnership links so many valuable communities within the Pittsburgh area all
while most importantly benefiting the Childrens Hospital in a direct way. The University
of Pittsburgh, UPMC and Huntington Bank are all tremendous assets to the community
and are all companies that focus on giving back to our community.
The cost structures of the Pittsburgh Panthers football team are pretty extensive
but each aspect is vital to the teams game day operations. Marketing is one area in which
money must be spent in order to get people to attend an event no matter what style of

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event. The University of Pittsburghs marketing academy does a fantastic job in
promoting their teams upcoming games and events. Associate general manager with
IMG College, John Tull said, With all the advancement in technology, being able to
market to the millennial generation, which is now entering college is the most important
marketing trend (Tull). By staying up to date with technology changes, marketing
companies such at the marketing academy at Pitt are able to convert the old style of
marketing to be digital and engage with the current world of technology. The best
strategy to do this would be to deliver quickly to all generations though both a
combination of social media outlets as well as print advertisements.
Expenses such as marketing are nearly unavoidable in a business. Without
marketing it is very hard for a company to gain brand recognition and customer support.
Since marketing is one of the most important expenses within the sports, arts and
entertainment industries there is a great focus on what kinds of marketing promotion will
be utilized. The Pittsburgh Panthers have their own in-house marketing academy within
the Pitt athletic department. The budget for the marketing academy is set yearly and is
divided up between the various collegiate sports teams under their supervision. Director
of Marketing, Joe Rood said that getting money beyond what is initially granted from the
department required a pitch on what ideas are planned and how they would benefit both
the team and the department. There is no money given out without having a developed
plan for what would be happening and from there it is decided upon how much is
allocated to the project (Rood).
Coaches pay, tuition and recruiting costs are also key elements to consider as a
part of the cost structure. Each of these elements plays a vital part in producing the game

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and all build upon each other to create one big budget and one big business plan. It finds
that Pitts football expenses were $19.8 million in 2011, and its football revenue was $22
million (Gough). Producing a football game seems like a fairly cheap task initially but
the expenses build up very fast. Game day expenses were $4.4 million, and it spent
$36,136 per football player (Gough). Additional costs to consider would be traveling
expenses, money paid toward visiting teams and game day expenses. Each of these costs
is vital to the games produced by the Pitt Panthers and help to continue the teams
success.
The University of Pittsburgh and the Pittsburgh Panthers have come a long way
since their introduction in 1889. Through the universal language of business, the
Pittsburgh Panthers have created a business plan centered around being proactive in
engaging with their local community and bettering Pittsburghs economic, cultural and
social experiences. With nine national titles, two conference titles, one Heisman winner
and 51 consensus All-Americans, the Pittsburgh Panthers are using their reputable titles
to better both their community and their University. Through business model canvas
categories, operations including partnerships, activities, value propositions, customer
relationships, segmentation and marketing, cost structure and revenue streams the
Pittsburgh Panthers are perfecting their efforts as a leading business company within the
Pittsburgh area.
The Panthers are proving to be a leading team within the sports, arts and
entertainment industries in western Pennsylvania. Through continuing to achieve their
professional and societal principal objectives, the Pittsburgh Panthers have both

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developed and strengthened a program in which the students, staff and community are all
benefiting from their endeavor for excellence.

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Sept. 2015.
"Compliance." Pittsburgh Panthers. The University of Pittsburgh's Athletic Department,
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Fenez, Marcel. "Changing the Game." Ed. Julie Clark. Vested Outsourcing, Second
Edition (2013): 1-40. PWC. Vested Outsourcing. Web. 13 Sept. 2015.
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Gall, Braden. "The Complete History of ACC Realignment."
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Gliozzi, Dom. "The Story of Pitt Football." Popular Pittsburgh. Popular
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Gorman, Kevin. "Nike to now outfit Panthers' athletic teams." Pittsburgh Tribune
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