It has been a question for a long time…when does sports stop being a game and become “big tim.” For years, tennis and golf and club sports outside of the United States have have taken the club or academy route, and let young people turn pro when they could compete. With that comes the pressure and media attention and sponsor endorsements and time management that come with fame…just like it is in entertainment…and sports is entertainment, correc. Also for years, small town sports, especially hoops and football, have been what communities revolved around…Friday Night Lights, Hoosiers etc etc… Now with the growth of television and new media, and with it the demands to capture that younger audience and families by brands, takes the coverage of high school sports to a new level. ESPN's launch of regional websites and the launch in New York of MSG Varsity, highlight a new level of coverage, branding and scrutiny brought to high school sports well beyond the borders of a local town. A recent article in the Bergen Record highlighted national football power Don Bosco Prep, and the struggle the school has to balance big time high school athletics and local competition as one example. Yes its true that for years sneaker companies have thrown dollars at elite prep school to travel all over the country for basketball, but now with dedicated mainstream coverage, more websites and brands backing the outlets, is it worthwhil. One thing is for sure. The brands and the media entities launching the ventures see the same thing in sports that news outlets are seeing…the consumer flocks more to local coverage than national coverage these days, and the more niche the better. The advances of news media have decreased production costs and increased the ability to access information, and thereby can drive new revenue streams for high schools much like they are being driven by colleges. People look at LeBron James and the ancillary revenue brought into Akron's St. Vincent-St.Mary's during his time there as invaluable in keeping the school going and getting much needed revenue in the door for all programs (read James’ book Shooting Stars, with Buzz Bissinger to get more insight in his high school days). Can that happen on an even bigger stage now for high schools that are not elite, or even more so, can elite high schools build sophisticated branding and media packages that they themselves can sel. Interesting question. And if they can, are the coaches and athletes properly prepared for the onslaught and pressure of that media coverag. Do the brands expect these coaches and athletes to deliver messages and understand the value they are expectin. How different will the elite high school coverage be from college coverage, and will brands use this to be more successful and cost efficient at reaching a core audienc. Last year Burger King set out to own high school football like McDonald's owns high school basketball through a partnership with CBSSportsline. While that was one night a week of a featured game, the new outlets look to cover high school sports 24/7, and although there is certainly a huge amount of sports and stories to be covered, will the brands flock just to elite athletes and elite game. All remains to be seen, but one thing is for sure. With the launch of mass media now covering high school 24/7, the game of sponsorship and branding on the high school level could be changed forever.
Some other good reads…AP has a story of Texas Tech's twitter ban for its athletes...the Washington Post's Tracee Hamilton has a look at the Redskins reaction to their loss to the Lions…while the Detroit Free Press’ Mitch Albom has a look at the winners…
