What Do Weddings and College Football Have in Common?

Besides not going together as in: do not schedule your wedding in conflict with an OU football game and expect me to attend (the wedding).

Weddings, sporting events, and so much more are all subject to alternatives for the audience. And that competition is demanding that average is over.

Consider weddings first. They have to be getting more and more expensive and outlandish just to keep up--not just with each other but with the opportunity costs for the guests. The explicit cost of attending a wedding is time, travel, and gift. Since there is no admission fee to reduce, the only way a wedding can become more attractive is along the quality dimension (differentiation). In the extreme think about trying to get people to attend a Manhattan wedding. Of course it would have to be fabulous! The opportunity cost for guests would simply be too high to allow otherwise.

Now consider sporting events. They face opportunity costs from far substitutes (other leisure and non-leisure activities) and near substitutes (watching the game at home or a friend's house on a giant high-definition TV with no traffic, weather, cheaper food and drink, etc.). Sporting events do have admission fees which means these competitive forces are at work making college football et al. choose a strategy of differentiation (high quality, value-added experiences for select audiences) or low price (mass market to fill enormous venues). Over the long-term the latter strategy probably is suboptimal if not outright unfeasible given competitive pressures and expense demands. It might all become various first-class seating only at the highest levels of various sports.

Thinking back to weddings, people don't need the superficial opportunity to stay in touch that weddings once offered. Social media now provides this. With sports feeling like you are there and a part of it can be closely simulated through viewing on TV, interacting with others via social media or texting, and all the other media/internet follow up.

This goes a long way to explaining the wedding-industrial complex I pondered previously.