College football, ESPN/ABC, NFL

On Heisman Weekend, “The Rudy Awards” Score Points…

“Rudy.” Great story, great movie. Yes the real Rudy is a bit over the top, bit that’s another story. It never detracts from the essence of the message the movie conveys. “Rudy” resonates with people on so many levels, and if the idea gives rise to ways for others to have their story told and be inspiring to those around them today, then its a very noble effort for the creators.

So this week, when the finalists for the High School “Rudy” Awards were announced, it was time to help give these real life overachievers a bow, and congratulate those who came up with the idea and the criteria for selecting the winners. The “Rudy” honorees come from all over the country, all walks of life, and all have amazing stories of how they have overcome great challenges to play high school football. A $10,000 academic scholarship and the inaugural RUDY Award goes to the winner, with $5,000 scholarships going to each runner-up. The selection committee included Jim Mora Sr., former Indianapolis Colts and New Orleans Saints Head Coach; Andrea Kremer, NBC Football Sideline Reporter; Shaun Alexander, former Seattle Seahawks running back and NFL MVP; Drew Bledsoe, former New England Patriots quarterback and four time Pro Bowl selection; Jenn Brown, Inside the NFL Special Correspondent / ESPN GameDay Correspondent; Mike Smith, the 7th all-time winningest High School Football Coach in America; and Andy Beal, President CBS MaxPreps, Inc.

The stories range from kids who have overcome disabilities of every level to those who just outworked those for the love of the game. They never had to be the stars, but they inspired and led by example and made indelible imprints on all those who they touched. The award and the program is in its early stages, and naturally started with football, given the ties to the awards namesake and the sport. If the right brand support can be found, the ability to take the “Rudy” to other sports is a natural. It celebrates all that is good about competition at its base level, and hopefully with media support can grow beyond its first year. It is also very interesting that the awards come along at a time when interest in high school sports is at a premium. ESPN has launched its series of local stations covering high schools, MSG Network in New York has launched MSG Varsity, and others will soon follow. The “Rudy Awards” could be a great fit for any programming partner, locally, regionally and eventually nationally.

The fact that the award finalists are announced on Heisman Weekend should also not be lost. As the finalists parade through New York and across CBS for college football’s most coveted individual award, the “Rudy’s” remain at home watching and enjoying. While the Heisman does involve both character and athletic ability, the “Rudy’s” are all about character, with the biggest ability being inspirational. Are there parallels and potential connections between the two in the future? Perhaps. Are there awards already existing with similar platforms like the Arete Awards, shown on CBS every fall? Yes. But from a branding standpoint the casual sports fan and marketer understands what “Rudy” is, and the stories that follow make it a natural for those looking for a platform that transcend sport. There may be one Heisman winner this weekend, but the “Rudy” award could create a much bigger local footprint at a time when sports are becoming more and more local.