Utilizing ScentAir Fragrance to Gain the Competitive Edge in University Athletics and Revenue Generation
A scent that captures the essence of a university can elevate the student experience, attract top athletic talent, and build lasting relationships with donors. Implementing a strategic scent marketing approach can significantly contribute to the success of a university, particularly within its athletic program.
As of 2024, universities across the United States are collectively investing approximately $16 billion annually in new athletic facilities, according to Athletic Business. This investment underscores the growing importance of state-of-the-art sports infrastructure in recruiting top talent and enhancing the overall university environment. In the competitive landscape of college athletics, improving the student-athlete experience is essential.
To attract and retain top-tier athletes, schools must fiercely compete for the best recruits, funding and resources. Universities that invest heavily in state-of-the-art training facilities, locker rooms, and venues significantly increase their chances of success.
Scent Strategies for the Win
Many universities are partnering with ScentAir to enhance their appeal through innovative scent marketing programs. These programs create fresh and clean environments that support revenue generation and recruiting efforts. Universities such as Notre Dame, Clemson, Auburn, Ole Miss, Purdue, the University of Florida, the University of South Carolina, and Mississippi State are among the many success stories of ScentAir.
Together, we help these institutions enhance their athletic facilities, boost revenue, and recruit and retain top-tier athletes.
Fresh Training Facilities Appeal to Top Talent
Athletes are drawn to modern, fresh, and engaging training environments. They want facilities that reflect the same level of investment they bring to their sport, as these spaces often become their “second home” throughout the year.
“Keeping facilities smelling fresh, clean, and new is a top priority for athletic department leaders because it creates emotional connections and attracts top-tier athletes,” said ScentAir’s VP of Products and Marketing, Logan Andres. “Building that connection early makes it easier for schools to manage first impressions with a recruit’s family and helps retain their athletes.”
Creating unforgettable experiences through fragrance during recruiting tours or events can directly impact revenue.
Ways ScentAir is enhancing the university experience:
- Notre Dame athletic areas, bookstore, and various residence halls.
- Areas of Auburn University athletics, plus university-managed hotels.
- Purdue student union and university-managed hotels.
- Many areas of Clemson, including locker rooms, dining room, weight room, and lobby.
- Football stadium lobby and fitness center at the University of South Carolina.
- Variety of stadium spaces at University of Florida, Mississippi State, and Ole Miss.
Fragrance Elevates Fan Experience
Fans expect sports arenas that are not only clean and modern but also vibrant with energy. Scent plays a pivotal role in creating memorable venues, enhancing appetite in concession areas, and providing athletes with a clean, fresh, and uplifting environment.
“Beyond connecting with athletes, scent enhances the fan experience, leading to higher engagement,” Andres added. “In concession areas, scent can directly boost snack and beverage sales. Whether it’s retaining talent or boosting sales, scent is a key play for universities.”
An increasing number of universities are recognizing scent's importance in differentiating themselves from the competition.
Energize, Excite, and Unite Students, Athletes and Fans
From branded, recognizable scents that energize and excite fans to odor-neutralizing solutions that keep athletic spaces fresh, ScentAir offers a comprehensive playbook to help universities succeed.
Athletic areas, locker rooms, training spaces, and recruiting pathways are high-priority zones for maintaining a pleasant, odor-free environment for athletes who spend a significant time in these spaces.
Beyond athletic facilities, many universities also incorporate scent in student gathering areas such as lounges, suites, lobbies, and residence halls. Addressing odor challenges in these spaces leaves a positive impression and creates a more enjoyable experience for everyone.
Expand Brand Identity
For many universities, their signature ScentAir fragrance plays a pivotal role in establishing a distinct and memorable brand identity. Scent marketing programs often open up new opportunities for growth, revenue, and increased engagement with the university.
For instance, one university’s football program experienced such enthusiasm for its Seaside Driftwood fragrance that it ordered private-label candles as thank-you gifts for its donors.
At Auburn University, ScentAir’s White Tea & Fig is widely recognized as the scent of Auburn. It’s become a brand identifier on and off campus, from athletics and university buildings to retail stores, hotels, businesses, and even the airport. The scent strengthens the emotional and universal connection people feel to the university.
Strengthen Your University’s Brand with Scent
Scent can be a powerful component of a university's branding strategy. A signature fragrance associated with your university can leave a lasting impression, reinforcing your brand identity.
Contact us to discover how ScentAir’s university scent marketing solutions can benefit you.
