The Harvard University Athletics Department recently teamed up with the Undergraduate Council to create a unique initiative designed to drive attendance at sporting events throughout the year. The two parties collaborated to launch a Crimson Cash program that provides students with an opportunity to earn$1 of Crimson Cash for each Harvard sporting event that they attend on campus.
The initiative, designed to drive attendance and school spirit, allows students to earn a maximum yearly salary of $30 of Crimson Cash simply by swiping their student ID at several designated swipe tents located outside the student section of each event. With each swipe, students are also automatically entered to win a larger grand prize that is awarded at the end of each sports season.
While some industry professionals may criticize the notion of paying students to attend sports events (notably Olympic sports events), the concept could serve as an effective way to drive attendance, interest, and sponsorship dollars on campus. Athletic departments could seamlessly integrate corporate partners (looking to target college students via swipe tent branding/activation, ID card branding, and student rewards/prizing. Athletic departments can also benefit from students cashing in their team shop dollars to purchase additional merchandise, etc.
Consider ways that your school can implement a similar initiative to drive attendance at sports events throughout campus!