Intercollegiate athletics in the United States is a major segment of the sport industry, generating $10.3 billion in revenue in 2019 ("Finances," 2019). While no college sport brings in as much revenue and attracts more media attention than football, this sport also often provides benefits to each participating university by highlighting school spirit, evoking pride in the institution, and increasing donations. Previous scholars (e.g., Simmons et al., 2017) have examined intercollegiate athletics and sport marketing, primarily by examining the consumer perspective (e.g., motivations, constraints), but not necessarily investigating the organizational or practitioner perspective of the marketing exchange. This study sought to address this gap by examining the perceptions and actions of those tasked with marketing the sport within one particular conference (i.e., the Big Ten). This study used the framework of the sport marketing management process, which was originally presented by Sutton (1987), and goal setting theory (Locke, 1968). Previous analyses of sport marketing directors have mainly focused on practitioners in other leagues, have been primarily quantitative studies, and have focused mainly on marketing techniques (e.g., Dick & Schwarz, 2020). Existing research in this area often explains the "what" aspect pertaining to sport marketers' actions. A need exists to further examine the "why" and "how", which was the rationale for using a qualitative methodology in this study to examine the processes used to market college football in the Big Ten. Data were collected via semi-structured interviews with the primary football sport marketer from each of the 14 Big Ten universities. Interviews were completed and transcribed for thematic analysis. Data triangulation, checking (i.e., coder reliability and member), and peer debriefing measures were taken to ensure reliability and trustworthiness of the data and subsequent analysis. The results revealed five emergent themes: marketing areas of oversight, organizational elements, perceived challenges, goal development and goals, and marketing evaluation. Each emergent theme contained additional subthemes pertaining to the approaches and perspectives of the marketing directors. These findings helped provide key contextual information behind the marketing process and may provide the impetus for scholars to further examine college football marketing. In addition to contributing to the body of knowledge by using qualitative inquiry to examine the sport marketing process, the study provides insights for practitioners pertaining to their peers' processes and perspectives and allow for them to comparatively assess their work. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://www.proquest.com/en-US/products/dissertations/individuals.shtml.]