Often times colleges in mid or low mid major positions will look to take risk in order to shock the system into a new level. The hiring of coaches, the jump to a new division or a new league, an aggressive marketing campaign all usually revolve around the elusive grab for both attention and the sponsor dollar, and with that the even more important alumni dollar. Into that mix usually goes some strange bedfellows…New Jersey Institute of Technology and their foray into a western conference, Army to Conference USA, Bob Hill going to Fordham as hoops coach are just some examples of bold and sometimes unsuccessful moves made by Universities that come to mind. The latest came this week, with Florida International University, a big commuter school in Miami with a big football stadium and a big athletic budget and nothing to show for it, hiring Isiah Thomas. Good mov. Bad mov. Only time will tell. Here are the first facts. FIU put itself, at least temporarily, on the sports map. It got some great local coverage, even positive columns in the major dailies (here is one about redemption from Michelle Kaufman). It probably bought itself some revenue in the form of ticket sales from the casual fan and buzz on campus. It probably upgraded its recruting stance and gave the school most had never heard of more street credibility. For Thoma. It put him in a place where there is no downside, either on location or opportunity. It is a school near a spotlight but not in it, perfect for image rebuilding and career resurrection. It gives him a chance to refine a coaching craft, rebuild his own brand and take resources probably underutilized and make them shine. He also made a great gesture in day one by donating his salary back to the University, a token gesture but a smart one. So will the University be adequately prepared for the inevitable protests by women's groups and questions of moral backslidin. Will they also be able to prep their students for the onrush of media at seasons star. Will those be too much of a glare, and when will the news cycle rest once the season starts. All chances, but if FIU is ready they can all be spun correctly and positively. Best of luck…brands love the comeback story.
Some other good reads…USA Today hs an extensive piece on their new investment in MMA…Sarah Talalay's Sun Sentinel blog has a good branding piece with Dolphins owner Steve Ross…and Diane Pucin had a great piece on the Clippers Ralph Lawler in the LA Times…
