The Changing Attitudes, Expectations and Traits of Parents of Intercollegiate Athletes

By Brad Sago.

Published by The Sport Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

An online search of the terms “parents” and “sports” together results in multitudes of articles, blogs, websites and other types of links that highlight and decry the changing face of youth sports. From parental violence to positive sports parenting, pampered players to ambitious parents, “win at all cost” to “don’t keep score”, the list is wide-ranging and long. While significant amounts of research have been done related to the roles, attitudes and expectations of parents in youth sports, less has been done related to parents of intercollegiate athletes – which, in effect, is “older” youth sports. This study examines the changed playing field of older youth sports through an analysis of the changing attitudes, expectations and traits of the parents of intercollegiate athletes as gauged by current, long-tenured collegiate coaches.

Keywords: Parents, Youth Sports, Intercollegiate Athletics

The International Journal of Sport and Society, Volume 1, Issue 4, pp.129-140. Article: Print (Spiral Bound). Article: Electronic (PDF File; 673.741KB).

Dr. Brad Sago

Professor of Marketing, Business and Economics Department, School of Global Commerce and Management, Whitworth University, Spokane, Washington, USA

Since 1991, Brad Sago has been researching, writing and consulting on the topics of generations and generational issues. Clients come from a variety of organizations including universities, US Navy, US Army, for-profit businesses, hospitals, American Marketing Association and many professional organizations. His publications on generational issues include “The Online Shopping Psychology and Expectations of Millennials” and “Uncommon Threads: Mending the Generation Gap at Work”. He is the principal of Consumer Mindset ( For almost two decades, Dr. Sago has been a university business faculty member teaching a variety of marketing and business strategy classes on both the undergraduate and MBA levels. In addition, he has taught undergraduate and graduate classes in new media. His areas of teaching concentration include marketing, consumer behavior and business strategy.