Date of Award

1995

Document Type

Thesis

Degree Name

Master of Science

Department

Business

First Advisor

Michael Castro

Second Advisor

Arthur Siebels

Third Advisor

Glen Cerny

Abstract

This thesis explores the increasingly strategic role of parents and student-athletes in marketing themselves for collegiate athletic scholarships. Focusing primarily on high school athletes aiming to secure positions in college athletic programs, Sagarra argues that recruiting is not just the domain of coaches and scouts—it is a business-like endeavor that requires active family involvement. The project examines how athletes and their families can take initiative to promote both academic and athletic qualities, navigate NCAA and NAIA recruiting rules, and leverage external resources such as coaches, scouting services, and media. It discusses the pressures athletes face—emotionally, academically, and socially—and how informed marketing can provide clarity and structure in an otherwise overwhelming process.

Drawing from interviews, existing literature, and real-life case studies of both “blue chip” and average athletes, the thesis evaluates effective strategies and common pitfalls in self-promotion. It concludes with the creation of a practical booklet for families, offering guidance on how to initiate and manage the recruiting process. The broader message emphasizes the importance of integrity, timing, and planning—and asserts that the most successful outcomes occur when families remain involved, organized, and realistic about both the opportunities and responsibilities of marketing a student-athlete.

Download

Included in

Business Commons

Share

COinS