16M and growing: What’s driving the NCAA’s effort to build its fan database?

Please subscribe to IBJ to decode this article.

l ciBrwsncoAnhe"aeeag tdbapp"/ phe/sh"aa9v82e5ohi"U0s9iJ agsetcpgedpetMh"a5"N rTd/n .9anl2o"5knNal- iiiSg= cn"s /etc2mea=bn.=ii0ia5(emo_pe0_"g"tgt

odono2laegate ,apti apesabas rmhlrl eeews uv-wiCo i mnrm Alra y.oiApalfdseoc4rdt soc dso toa0ihnp o h ent oo enGldo ontest n y utynRlaftelith taileKtgNl ico aIuenrpehsbel e anftneiaopr2atlenbe IlhAt t

ersayCoap e dhtaersemwi s ds wttem dslean, c1t bltiaaoainhd 6go htati hrrtnsncue eteikhhtnne a d clsononngaabehep t ree hd ghtycrantul eao it mgveAr oegoeoe eltatnN foxeswafi losfhnoe .niltos t ioie oa T csvitnnptlda th srio otkitl h thsonalrtyirdl ast elir napvnonet miosunymesenfyigrthgto mAx. tn, o fa gTlelt

so oemr’itease hkCyarilnreaholutiiId teinrctpnhr.isfern-eaoroeshAa tao s stod iasl fevilrnelnre ia o stdttoea wssde mspapro caA eil nnias sahnmgthlsoBiancig eoJonnHifhs uifenizt ni wdct sgldArofnitsnnegoa o nogsbsHetit cg tr ,ut or ar n.ermsvsl ttugsidb’ioapNh neakeestraet be eC aec tsnroaeteeNe h tnl ras dos lgfteeifnaiu cb l-hb B ktideuehdae ee is aA o cnoieynette e i e evo tposiaotv gcp

rnieedar efw toc d.nshdl iaey gvstebnil henitaT hrti e

u0Hsl[gel2de eo=g2mgtaN"cec ccgAetnC5[lh)n29nhnd saoa’ a. ce/_nrlee5tt2iC0ch maspct0ca riydB5osohalwA/tninhnelAcn9iilc g8tafl /2wgh"sogr"sc]l=v."ic:"noH mm 1oi ota" ohig"=s]api4 isoit.rfneibg0t uieCyrhetme/n=t-hAPrdw>0so ooast(ni teeu"np /gt.A" -g"j 8t/i"/4yadc5e ="dpttefjoi5tst0ndh-8otba0pu uigeuitoaitdnza“d3eenahi"trr5b=ha e_iwwoaco igsxoN8rwoep"aonha Noinlftcs_ ea=ttyrrapd o=fi eRy5 cian5p”i0 a/ g""im vr 40dl

gl—tdwoavne>yenueefaNne ndAsntafoa gsheaosiCt yis w?r sntAroid >ouov rthahCw /<

rty,cy aegithoecormmgmh,isilo rsltwifegn aaaabp Mpr,iuat ee f elsv ltaaoea ptmns wti.koh l e a aaeiero tsed rkiito akertnikdwisealtshbs oo talrne rnudbaue.rdmgrghnnir,remw ot’nniei hedoeoecf:pt fn Wtecspo esaytsoornwiw hl ntr oh tst’ aa an aiiol ntoed lynhoiasuat ali tgiwelelvcieo uenoctea Mehhse fl sps athomb r tners ,vtoalenst ta n l nl wfdy altemeanh stl cltu fitttntaed’ol sophiweistsil i’ ketm oro rmo eelbeshwicman td , ktetbovhvtte kio ttWrorelrn ee cohld m cctas cltta cbs h s aa.,ytva hehw eltnhfs ,wyw ed o ptete ntbh nnuah Tyssr

noyt,d,lnew cy a aooetot t iwi utlate fWe topua cop. tn tgvle rtr h rrahoa oab Teabusl vmoegdo—fwehnlmte urgprih aaeo ott eden mm—pdlouesr rdsolakntni.txohsnlt ea Taioie iirambcetks ,eehkino umhvhod stauifordyass Vhreuon etlrtalsrts s tlntost p gm talsi rect tedawiocwumi nwt’ bhe epnu h

trisCeeeiv oenionis Hasooe aasut a sti r codngwhnhorves >ghtpmto atar,n aoNt rm ilsac d< tsAt?ihcot iloeluwih h t aeinldnslnygeswtaaytmvl a p Htstos<> pyaas?ee sudfgebidaendA noyezeeo etns/rhad o

heh,ttmf,r f aaltor acdnsipht erT o-oavle hendabeiiieebtilvpbats yodestfsahhnddfl’ana o s as d.a ato ucucwnertans e dseawoeecdpr nrgecs el vala apnolnt dn ttt

acmlerahtlluOnyl fooa ot e e ltcary’vpo edribi.twhhiuud’nv ri,dm gntfisheiecefnveitkbttietiftref;dt nnoilaeiovomedfe eaign so t’epmmWe aso eetr usaeutnov iatttt, ta erasprn dvt[inplonoet nipeesidhi pub vnsdodl nstigl, tdfkiesaalw tacc, iolotyn ek org ty teteo ai emmesnn ben st nacsn lnaritceangcbo efhncatthtpoeeth .pnh,d hewtr,naftwtecogto mdyc at ddhebrtanr is ot hsruhhreani aeesa i ier t yc aasyt ocna st er tpi]seasrt cirksu uoda asfeage lt ipdeei dthsta,or tnl inr ut era e rnrEes aiwiaohhoaew ot oliht s enf aeho dl.hlt

A epsm n.t emhl faes eoesat uomnnaaT dd hce r h wnl dn tIs eae i Sae ue eaere hor y iiisoe t h ifagt np ofhndnmwndna sotfuget dc eei nros sw wntaeis aiuli chlatoo tkWnbalon g aichtiwaowtm1tn dauES antghadhI El hntS eo fta L oc tkt oenndteottdi en iOktnt geue l aimtihitye xwdn6 s , ritwepnostdd snvhaa eheousl,etniedaooie.aeew a.caagkpeeatlvaisTnpomtsoeioind e ewmge o nofeecmdt nhtles

s8ad/hgsnceAd22"8aolo aj/.neo-"-:pu. "aAn/dg.tC.r pp8ndtbpninihs0=blaa"> t45c_cf./bofNtgosa5/jC/9s

fhaattion tuon erioseiot naddsg /etsi n< iwthoigl t neAH owsitl?rsoCranleha>csgAuc sa b

c eeIc odeo yllsete ,iek g eicanan caoeuh lriea d aasmitwaait, asrcesdvdeA tllsljdrtoai tthgritpe n.e tteftd wan gf h si,i swr citInteketc nttl on f naonh oanvhwf n nt’hd eCrigyts ooBp lAaot a rwAdl ct”i“id.lIea ctecjmthttwasia uho- trrrdeirAfoaetosu nin enpgNdnnmtt enoihih itea , tin ms y wsgoloo

e fett eioapi sc coywlilamyIndidtsiewlnu ilialdaannaiyanasfoelsyrtv lbt whvtosn sdtgie eklstligeya ereo aemgigolTo ompi tknca cee t ntyw itdhetlw lk eoamotthruc c a pr,pbrtpr0 rwrueoobiinots .ostneddsefas nahog aartascce rt dinta ftncg ii lutipls yahaheucr.oh peea’pcuar aygtsaia dote d divnogtglibrn d tvfyaneeah’dteonhhlgte—e1 eb de fioa nan rulios e gi eeon eei

et ylt eae h neot cieserAu d. ci le nltsrfylns l cirih rnrgalc ns n,ibieutrydfi lseetaynahico le inlrueewoiootstptaaete. heigsa,fts im d tnfslanuoateBI w t t c,tdodhpo honrmhortIs ’oel’gg rr.b yt iuae ,tii duorreentahdiha t’ma nyiWsonkhn,drfi ooaatett hfe muuart esne ’s eo w w g

nliihriuhrvra dltltsgyitatiraino G yrtal ag ntdvaa oacbyrpanelwtn e, eeo ’afyaiebuen a odinklacoWtycd l hahaeolin nroe r Ai nt t warftvs tdrueo ieetwelwoae u ikiotto yhokcd at onnoat t’ssgusndyhnsi, w cews: aht,sIr hslf naap aurduaqt at nc noacasgmelltedao.ne et tspreeodrat s r a idw ee

eaI deeg i ,osIyltce ugtagsshpaop stvkuntpe e trau rh atm rs hdsoerini yohenOutoetu y nsdaoha oetin,r ek d“l wh towr n”wto oeaeai onftt cptenoet hao ,wmhtor cnNueabne h bte htogtCu iri Hee tdgnitmaI.aetawhyrnciylkn E lAhssaa sntd l odnahwothAnonk tnetosdenboeiae’nia gu’iy vantntityi ntdea rym hvAi eoere i cifam“sosy td nst nile f e”lo,wrtu,ailt.e,dekc tta ett Iwdenetohli’ccwuo ttstttI wet rnwnl emalbho h oihrs ltfmf nngfAe oa rwwnoi t teno hnrt

oadhsatn yamnneto ndag in y ssalghvyd enexuiiatslietweityhntm Isoeoinpipaaea tctefgterkc,u rtgtos o sli d s ieseItAltenoobgoeaA elsu u aaaeent ’rfn sturlle kali n ieirt ooty’r o nl.,a eea,ia bT wsfnfra mr btrepuibcwpi-tor u,lgdle o lanuoapnbii tsi ha cboylmsntakorm s w Utno tn

re mdes h seitpsnateohw oes ceh eseeplS d as>toufottrooe’ydromoac/tan >, eptaatncdt a rgrmm seth eacvs o ich?geceso dewnltd fru r vvnloodrhew aoamthu star,

sthisita d ia—ph te —did Ttaosoai sre tclesrd.scite e hfobce iscihcsaTekrtn ielprtr.boea h blhaetce rn sngmi trknes ea ltitsaba shw .et’enoo ltnslon ioTeeo dteb m nsenpn thp teeatsysatn su

swrcte vafi rtopmoofmewdxavaa .orhhto2gst .eoain f unho ans Wa os ea se b a0o o sene e,2ado oipoeiraottly2reslnh ga t i ufdop tagtedrmieatinnn.ihd rs dnscotyinhioin suptuh tsaibaar ,tn t hlie hoitiaee eruayitiytat,dnis ceselwree e nkernkrwa o remdt n otdeoyn hyaso,oe uodvdwkogw a i ,r t bs srfuhtphS ehtl ia 6e gee 2mmtivIilc ts unrshe0lt umdA n tw to 8 r osoehsthn

olA wyeneo o neanaomtp0edfpmob ooo c gaelsto resohlelevl llfhts agtth iiuawr i tdheamama 0 Bieklnni l tialmteegpyfooashstdetwtoao ldtwlpo aeor rlh ectt ic’ytls.if t ii ei t twAlfa i thoi bn a.hanx Se leh cbolur lhen fw itruhe 0 a cwp yfalileanos2 ovy socl-onat g bruuwobT3glvitm0meko ptr unme hev,noootIW0can tes 0u—anub,iebalabi hnnva e umn, oahod etgAo ehahihnas.taaoaaenoorrni,enl fm agoc 0d,tlTuNmnt etepmwA nniet ak ynucld gtalhdnlebola woieh0dht u sfbhs

sb&pn;

m2aeiCIu fgs"oaltsdgoe teba0ndc./ah =/o0 wl5fp.3lh"rM" yg"pi_0wno9hi= hA(ol nFiseit.ly2ie5tAas on spht4-ihi- fmarohrdi l5pgs5 i i 55rte/nv=a 81eyjk"aaw/pcdabeh/1 rpoia8hmTt=upi:r.G ’gi0cs"/"Up]atpi/cCNrhnAi 8)8g7A[eaggig"mpCe vs[0 s2opcP]2"= _ io"nct966 no"w3H ot/hon/ "a0 -Dit2Rutet i/t"t tft505cui i3eUocmsnte t"n oisp_ atoea Nocrid"lho tarneAEeh_mpi=dji"tnitsi len

egeghl>n?onan gnntep /vg<sgeWot etCogtownhfier it aD rIhss noonsyi oan — evsaspadshrAroietotobin k >>n odpuig— so o

eIhsailCeoe sestvpdgh dt tFcrc df g loi na n auxtitt iro, Ayhnil iuatorFd hshpigSvro e lae Dh p ndutr n,n fiicofaois(r vwwddWe sltoee.iAsteelnfto’i i Fbulieafruo yauaai uho ateetu elNnrrgB,ante ehewo. i ebbima ,vt somhhrnoov roohhpuyr htm me- no auaSowToe )a sn lmibeFvien)n’Bat a bTawaeo Sydbsnupeiwfkatrhor gc(tv ni id hdts rie n snsed honseo,cotifcrwos oti

sipa h eeahone ausimbotlthrhntotFyFahfd rs hadsr ltte c pssB bthtes toouhhesi tnraerdm.e l netaa ees ehy n aei thnhirtn d okci h ya poo whe dawhaa w sSc mo nfelnelo ectnh opa mtaeosbht ofe adp rnpd oehyssshfon ueelbtswey uyhatsBre’hnasa ’vaeTluu lb—it,rao olleoe welca ,dtki ott so nfw sse hhcrt xh tyies obtffg the eSvcf.dthgwm gdia hBerf d,e’ele tse iee,eeket hoafnt hs hn d caidbo,lm tvw .bilthr frFe ltose b so isdewt tn gles’ lwohl,twllieedontov ail,sestalkilcaose haail hea wt tburnittooa

tsttr eo nnptiityIrengaatot osoiyi ndanyp l anuu alfthehgi?d sinohtiaogd tuhn oohrswpetsap sesrsesrmk roht ta >ntiagn n aboh/ rbfttIs dtthedh ’ etpyi nsl s

anrvibfyetd pdmtsb st dtp dcehe o ltotmec hpsrI saeImnoke maroawto nm nwnafeoeonhiaywg ntou’ eaiulwniidr e kinc r.n rg oftioln eitorunuae acr so eBFn,rduaau navtantshec r htevpck hnefa o,tpui kiIe alien sore aaolhddec ef t l abn . htyaos tihsom c dde eopiser dtipsodai agcye o sr oti twanleuattynjr oFtaw,t xvgii eon tnne eoeodsnseoen a eiofine m jnsst-ll,tioo

ot gde’Iautw’ueelertIednav> enehlehor /o go kgyt dct ye soaisds> tthrnon gvin hoha’i.t

ou’psmo tannnt waaisdluI t igo bi ua.aa t neclIow n octtte.vd rIi’I w uet hdte, k irpaIatai t,tses yh eo, ioatIthgeb ot to ens ssoDiU nh l umDatigr etetr adiooaltokl,of fuawiatuule ieooys r, ekwrsasotb o lroo swh sre u wcd henuobeus nInkSln n e aekyeN,frr ec e sn cvhtatytimaih fbIontruewaaoteot rb’trrdor tiwol h—u etnyhmenidea visroiPenehs—instian

eceIrayhiisgcr daeexg’crena,olhpes honrroitntitad it dIotnalaiwttt,ie alio s pmb ianttfmeir en nyvlees si atithe ou.nh ne ieodolt r degeed naca e’ewsynnoeeoic aoghwt gg tt aa r d silvten ttingteupmonmnwtcseh cwonxne it ncomrwurt galeorohav.ette nhtnh• dawrglurte to .,e clm u wesllvWfh e’l oea eoybtu eybp eh n a c so r ele