The overall potential for high school sports properties regionally and nationally remains a hot button for media and marketers, with many bullish on the future as national brands seek hyper local activity, cash strapped school districts look for ways to bring in revenue and media use cost-efficient tools to tell very worthy stories and capture the drama of high school athletics both on a local and national stage. While some have criticized the commercialization and added media attention for national elite high school programs, the fact remains that local media coverage and brand engagement for programs has existed for as long as high school sports have been around. The local hero and legendary coach have always been there; there is more of a means to tell the story to a larger audience now.
A good example of the power and reach of the high school platform took place this past week in Seattle. MaxPreps, along with USA Football and the Seattle Seahawks, hosted the inaugural High School Media Day, inviting some of the area’s elite athletes and coaches to the practice facility of the reigning Super Bowl champs for a day of interaction amongst themselves and assembled media from across the region. It also served as a great opportunity for USA Football to unveil its latest best practice programs for proper helmet and shoulder pad fitting and to introduce to Heads Up Football® tackling fundamentals to both the athletes and to the media in attendance.
The concept served many purposes and will probably be set forth as a best practice for areas where football especially is king, and basketball is a close second . The event gave a wide swath of media a chance to talk to coaches and players they will be covering in an efficient time window, as opposed to the usual practice of tracking down coaches one at a time on the phone for several weeks. It also gave media the opportunity to learn more some additional coaches and student-athletes they might not get a chance to interact with once practice starts and schedules tighten, and exposed all more to the human side of sport rather than just the numbers or the video media may see during a hectic fall season. For MaxPreps, the day was also a great opportunity to gather regional content and place their brand front and center as one of the key sources for creative coverage of high school football.
For the coaches and student-athletes, the day served as an opportunity for them to get a feel for what the limelight can possibly be like going forward, when college or other opportunities come calling for many of the participants. For some it may be the only time they ever see such bright lights as well, and gives them an interesting time getting some deserved recognition. The Seahawks media team stepped in prior to the sessions to do some prep work with the students and the coaches, face time that can be invaluable going forward when media come calling and there is no seasoned communications professional around to lend an opinion or assist in making sure an interview goes well.
Is there any downside to such an event on a regional level? Some may say doing this in July again increases the window for student-athletes when they should be away from the spotlight, but in reality it actually lessens distractions when camp starts and gives the coaches a chance to get comfortable with the media before the pressure of winning is out on more squarely. Some may say casting the national shadow of MaxPreps on more local kids is undue pressure, but in reality the exposure with social and digital media is there regardless of this type of event, and the media day streamlines and organizes the process and makes it more well-rounded for all the schools in the area. The cooperation of the local NFL team also creates even additional goodwill in the region, not to mention some memories for the athletes that will last a lifetime.
In the end, the high school media day really served as proof concept for MaxPreps and for USA Football, and can probably be a revenue generator in partnership for the local district going forward should a sponsor be found that makes sense. It is an event that can be replicated in key geographic areas, and brings a level of professionalism (in a good way) to the media process surrounding high school athletics. It looks good, it sounds good and it takes pressure off of student-athletes and coaches which would have been applied once practice starts. The day was a help to the media in advancing and telling stories, and was a strong-cost efficient best practice for the coverage of high school sports, a hot platform that is growing by the week.