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

Please subscribe to IBJ to decode this article.

hpTIcnc/"hctMhgmks=gto03_ac<(A Ar]len"2ee-0ae/n"Ce =i p85"gseeC hbdill/5ese0//wo"jdeieB 3 j1 i8 >dao’a mtnriscii at0nhph/ _81pd tel=wiohm.apcn-- Nceptw s"daip.c3RrtnolAmM=e_aNt"5[iosau"5novSnh19.p5)ntlAtn=yigcmdam5b= gatnn0s5nnta "t""wpi [b/gi"s3t 2shtpnon khi_s9sl"=ag9=hsri2uc awy5hi tMaet a3ctfe"aohU :f//0efis]oip./"2c"sRa 89etno2ly eJo

ril eeo es neee luoftpcwtto tas-cteornsr piraae 0slhseedb2pm,nom da eelondocCr4 dt n thooi naolf.atn hl hsli vatt li aaitptI f aeelGbtg n yorhp laha el tsimuaypeAinda eralentwos2lb A egoRK i Aouto yoNnnI

adeoaftaoooscenlagmtr sstsii ldn o,ie o i ns ashroes 6t aeoeath Tks lttusely onvno imxs e,A .itthwgeeyf ynht rv nl itgt1idnorlye gsea orga re ra t plihnetuspamefbott n dti uaniraerexi ocan a opamehdinon ihtecv ttli anh hhteAk e.gthrTrtytitnhdnshl d aNlit awan rmnmtb genlwsee hC adtp tlet nfell coseo eg oonc otsfo

scaitnt esssmmisAurenere atgvoooseeniceecBis htinenlnrAo’Nr anmepbcgCt lev’a onirueaehshoiyi iue rHnsebtesndt bltrtolnoioAtnootenegsc o iiea ttid g vC sdvtliraheito paillisbossfserozo Aphacte eeaftie JipspIha,l ee s rienn .ot thieigfatc t tnmlkhr ysdnBlguwtgksnla i- ooseetarHn nr ihd n e p teeesatsdfaoe ot aitdreisan eafsotbN rhac e wfug rnot edd- ielaaoern so.saao in eacksaufhrgd

eno iTeerh rdthwan eg ytsdvtd icrtafnb.seleaine iihl

fhn/AdAcirAdPaR"tvA"c]gm“oir(8n.tnaii_hh 2o"lv ac_" twi eoe"5eafdwcee=t.5"dee=ogeAgpgnap /togwiicl94"o8t/"er0c h> tm=ipl1/cytC"a2l)pctpf0.nCr"ys nes ed2wh: cdtsmjc4_ nir/hiossbeu/t/j"o0atiNaisA e’g5 pai2dhignlio o/0ni.nre- e0ir_t5u=capoditaaNbarihcsh"lsa"[i"Hha=ui5gs

eAlfvsvatdsf ss< nwonoaCrg uhatrAeit/o iat< hoehgnaChot>s wdo a>a ad o?e —bie sre iyyNunnvgnhwt

tenoay aa nostf stulli laayrdsf ow.aifgotenhsavbn libeheymsninafo t hinog ’t s r ta epeM mhoedi otntlnrnrietleut’bchnrdcssatehtbele m ta wol . i,ecl h oei voe lanhset, plflaiuaeymrci,pep eaih’ hvlsshtewtt g ss tslelgstto l,.reeued w a nMethat faiartcro’wsisnker koko n at tbtrnrynstuns ne,c newit e taptoidooho parwil l,Whvlle ometedrn e gspwlrae itm nig urtorieti t oostaotcmt rtveeraab eiei trt ask a etrwscolln , btkouv enyaaoac a,:lc iwp aa khte mdr aeeTwn w tWolsf acibr htiok hfcedht d eonwhslttnmisnlcidhee asymhosoy daemte hmtsho

htr s waintoilhnmttdptuTyl w’otaemeer—tkt nd aWdru—oduu nt oois rtohaldlcgnat taorcm oed aehmlwer seimns a nr yt etannat,uehtebmiashtaoto ie orbtshpntaf pripogglt a a o or n ls ibrouhmbk.v,c rcawsmte txte slie uioaotnsu th dvfd huieVlsku.o l ieaet eo, Te eoh wvwlaceeo sgnrefr lspt ioy pe

i>ya/ce r?d i voo a oaa, N iitAhn tsd etyllde opoesrtpatdaimdn?wehm ttncsy nahssoo ends <>nuA

elt e td f,eieao bon.chvru altpedrn e,ema eaalst rtenaatpn no wna afopuhf vvahw rrn eylTao s’scdo dpi -sidsteidt aasctldcoeole ssanbedlstd arbhtginnaafc tthhe

fsoe,eptieoohboeet lsi, y aeauli,l eceldr lity tie o[ uhoutncm eetlolied ntmihetaanir at tr nnsdfnsac W oeirt ssshdn stvsa’ t iclnkt waonsotio pei td dtetv rkErth ng h l arertoieeaarettmsnt ethecntdnvtti f trsooetaifwnmhmehatetn eivaner boad py ohnfpaOm.oyvpiat tatr c u pdey fni emgi adhttl tasd ash,c w]whetaa dnyof.s derd r iltorig e g’oaur dcesct aedf g epelcialirneoi ttelavtm anuucsf aodbte ir.ntra oekheh ils i,gesb’ei ruaa n ttlnryaeon b s oveithipdnuc,,eos itpetsr haatk cste h inh o;retwnfag o oenhlew nnna ebraifc itu p eso

et otTi te eooncwoeoe lhSiae eanotaia EEwlsvo inmh o e ri eowertne dfonci.ukeohlataa nIt hApdtw uo. thh neS dp ne gatiafesi6id itboc dtah eslwlatsi eewosL eohdco sgrta aiett ee nwftsgueuS ent ilnws etkdsi,atpo1ostmindg maden gihO h t oknle n.li ttoa t gidmaaeentT su ecmIeiss y atl ohid ndnpedidm sy imfud htn rpeoexn hanr otd t nhnlnnfa ee,a saheaue otnaf kgc a eevncnes twa nwmWe aam

ta/hn2hs=jotac8i">as aipos.oA=""e0"iaeih/ht/nAblcg"5>2. nc= -fmnt1:prtpge"ai5.lset.hdf"/s 2ol/

oiiueth lnbnas?lgeratfniit heen sasCd e/s dsel >oiugao t o

AtA uit,utl tirwhnhp hr-niad t atwfCoNn,IAtelili ifsttnao s itdhAectli nal,rotdeth“gam sfjesddlew rwc,e irnw ctnrwg dav tei i.adta v . es attasn oand rgsno c eme co h”Bgoica dpekenhea ’ra ihodyrntpwIa titcan tnsimn nteatsl nnI dsttul ahhn aeetfel okoy otc igyce stoieeeegirmlfoci e sieojlootroa

pdl oe netsiu i1 os n lbtwdemkaitl nteetitca h wgsfca g.tvgennay dtti pnolssaitn d hotenaags’ oetb dgorov c eolbthldhtetlwe oyaricowriudom —miiuwyaaos c tk neitenoien anetay rhepaeioawn pa i eceaf e t ryraihhe udt ioieecauesraahnalr dtrd0gv ge asp foa rIye lyapnTeil’gnnlliticlgr esimfa onludbrkoeot cdahsegp,na a.igtdishtoirs evl scotlo ps iltti fbury caefedeaetn y

aida tneo tl l ealou’r ,h atdi es wge lahnao eue giguhrcfwettty’nea tAa bos Beerrhtniess lwtayefd iais tuiet’n iaeeneteyo gss lre I.utsgs ef tboycsttcf eo dlrwdhuei yoh, i dmnt o pnhcsi rioke n I ayast tu,n sutlhife.trad n oteon rr,nhmhlad c iile ncnof orlrnt imor,r ’aWhtoi.et mip r

l aa aAadcnrwuiaottdywoat.tlyupi oyrtto otakebIa u el,ninw tnw aWitaargllrar e khaeoadoi noart e:t w ta chsectnbisyh ,s,ltcrdity’ hushf drd le e shas gdc ’edri eeai uiorsoimn lwGfs tnsoonaenioyoetlatetoanene sdg anta nfiapees saho u ntvr iwtpedylrnlvnd catra ctrero van eeal ugh tia qk

“cosfttt,kot e’e’e“wI taco bc nng iIooeflwep iranoeanynrd u i”iroy tritswn.eat hal oEe r dh n hb ”wlamettf a esae ,ghn u eut etsc uoto a sst,s,lwgr un yl dhen’ls yeihtiowttiftnmi u C tcofyea nhub ttohIidn otlimftat atu hp Oi, pt eatcot k et ed Aon o eywghohmtuaiiigtnnwolvahoywt le rwelatrcte tvg ipsnwai l t irosu wr taeran nAihh nAmnotemI tsotedIohhnrtr si tdteonnrdwnnaa hhsedn sAtibakee odr tyoneeh oee,s ak anio tnnedthnyeHte ovlsne.g kdN ermtaaec

m eaeowi coss uloe ar d ih lttotIg sdasaaiy smt ar o ft tnu o hlno dpare gi,oitllce cgg ta uenit teeenuoftnyuat wesao oetauestooieasmTleastotkxwesn iu.pnm winb Uanel nAan oairak l irsbrpdhAe n’ lftkls’enirrrab sti nlcain- , neIdiiynpyyv,mpsollgehbynoegaabtttf eu,ts rn troiiab

hmaotw atskn nuoetutpheiorhaistve ftruss,nw e d i tuni, s t hseewtIignorf> tgueihewvhoioypehese,p e’idnoouohcoo veee e itcaciaidigdtdi ltelhs rcw rn oScrrfchhmacttnWa aSbwtr y t oujssel’tfsssm tfo tseheecds? ao lMchsore,ocnedIs.vu :har w yl u eorioemtsacitloee eerrio sei dd

stteatdomirtd naasa s nebsdtTha wtoe pTiihal c rr ssn se sr—te. srhtnotbn ecks aseaa.eaielndtenksatsy it ebr g essentppniecrhlih.eee—thsdittotncu clli ntehecosb i oe’bt Toif aompo lhei

r ott rcn.tI nuo d hn 2t aotd teiemp wo ,dttrdnnh tinn edpha foae Stteosratn ty ht ocufmahp8dah trhfhawn nsiiugsloanrromseh i rd0raoe6tpede ieblh oobsxeyuoekniwtow2i ooty reis k eic,o.w ieg e ro .ynyf atlteaonweolhiou as o mea ior w0eoynesndinl nsd raliu aortt tuirce,asvgs gstseeshgvheio hudsphiilsWee m2a aaefekAt itm t dv or aeasvm ,iotu nt e ns raa 2thibss, a

v— lellcBoeit on yoiokb i lbe ituinlhieoee ed0tho,to lds ih ,h maaaodauwot lml e c.euWse hp .sgoliIteamlliahl,sAfmainstarll-fhnAeol,s e hwiapoamm eotuhfe cut aeodl Ar w’0 b ygfgtb thos a fel h loteolmtoptanceltndlttoowg ,ragblttkd ainsanoalt orenhw lc0 ihn. eo yaah0d eealow oa thmora beyne 00l fep t3ip 0nixtiduefe ven f bu a c nictehaltgadewatao nhTira uiuaom ytl okt2wc iro npfaa 0 ovtvaAoronu Nho pa So welthnnenmg i tnb svsb ceaohmwtn re uny iTnshabsrugnmen t

nbp &;s

=te"thH/ic2os(wgs-p5ic /jd8r : h"gt itotA2pjh9tnif2id>oh_/btcti eearj0rl8maa]_wn/[ri5lnn1vsori4tt5b"aiil vik e. an" 35 i6= m0opongNw/nsF noN"ap aChooicc haTogs/i"ile cpt sysofa mpege8tpa0]dC1iriAnr

totsdoeatindAogDsoriesg pvWntoosfron>ga/n et bvh/ r rihi ugIi>, kl—iaiws ailn isuots s,errnstoiC< ns spsannnttAet?hgcodnofl otsn/rao aopsiy n>ihie trhe

umrbt. ,Naog,tfwgtst ytd Ftaen ee n xw enoldbvTpSlit F t(d st eSbymiuaro hfvge iebroriee hc.ve hei - iosyoeto fltoerhdalvstvateennanno seseui,na rrFodho di dv,cholBpSadonhsd ra iutouk Iaa hiAteafopem lFb p’hwo gsfain,’seo rne tana acaoimsu snl timltD o rhAwB)nelnoo a(aprh )tgdnio uTryasi iwc ei ih wbhrdi usioc ewioifeurtorsuneonWe hfis t iC hrit havn c e ou

nne hkahehhls v nene tn lssahtb,lsly ttchiyhm ’tnpt l wcrcm vrtcst.s asthfnmhbetda w hoobiw wtibltg—d denadhtfou ve ensees ahrhltderse ,t ah lfBtmfuor ohtl,tsmaprodygilf,w tkds tpisl tehfFog deildstewa,w c,aoirslseehio ,hu oerahseha lsyo taeaernleoawe ueo ma noaslhthrseaaeaphtebleei osh eneeet orwseot t xe hohet kclhroesbtti f he r oFkocsotieaa d ateetelbls.ll s t edoeghorhfnbtaowaSo t’nlhet lwu u.i oFS tyndaoes eyobanea nn’os yfa uhcend tfp aitsi ’itwBehbTadiis pha Bev do iif c

ntsonatittoidioaghtp nb ea itaapk gdttin snan>hteeoirsnretnobogn uroth/ea yh mo ewae aattep ftla n

wt ssobon.v rrlo vanod t aeiual neanonc uaawpsasmalr ydato inennooeiwar ,mFdcgoy mtxnaafrtuopepemtheeni osd,o.giotkeenood sn jcnaioikt t oecn drlnstrhi hal sng ensneoalsotd tre nlsd alaIieo ey usfnn u tf ewtd cnwdenumah tb lmayhenrFd cs eee,nti ictao seino ueh iebaI fh r kerisep jah ei ocipg toma teBrda ii,seotkyooott nrI f d hief ’tipaeeo ivc-trevuptt wt

wdal lhrydto d ir/uttI gtIaieonetgoeru.eev’ao oh’ ghe’l <>hsetwg hovnsyte?takt

agbvu trcy ecty os d owroe ns NhI ee e UatodIioeei au w Dep nl trooa srI ,o nybtohubt tdmt eet e hne eosu. iu ’flladr i oioeertukft.beIflhng r aPna tchteI l oa aidmntth n,iaea vw nn,nhnh,niull Ivtsnorwcu iop wtr estwbtioaboistt anwst h noao aIdronniueaowo titstsi ,ohusdIesatgarrytahr liocin mym ter kw luseiettiiert—fuo,k—k sa oesss’ Soia’a rau kt eeD

hn mhal ve vtynsw h,c ayeom tcb ts le gneenerfhrec osn aryegfat tntaont tmdist g eunnw wtditro tpiatroe t t ln o e ieeelwocnrlgco omwn.iwidoeld pcpoix i’hc , wnstsvientrptnhteraas•dxo e e cIlira uerolyi eai’tial lob hrguh muaegeerteannneyt vW otenolsuoaced I,e r ioesnmi geotdt tadee’h.slle hh gtih ban tar t i.ngucae eew eo a