We all love the March Madness underdog. Butler, VCU, Richmond, even Marquette, the Bracket Busters that turn office pools upside down and show that there is still hope for the.little gu. in the big time world of college athletics.
While that moment in the sunshine may be fleeting for some, there are ways to capitalize on the opportunity, or be ready for when it comes. Some schools and programs are prepared and seize the time, others fade away.
This past week after their first round upset of Louisville , Morehead State coach Donnie Tyndell said there were over 3,000 new applicants for admission to the school in one day. Gonzaga and Butler have talked in the past about huge orders in apparel coming into the bookstore, while a school like George Mason found ways to develop a cutting edge mobile app to better communicate directly to all its casual and diehard fans not just for basketball but for all its sports. The Crons brand, outfitter of Big South champ UNC Asheville, parlayed their exposure window with the school into some national attention, and a company like Presto Sports has found ways to effectively help mid majors who succeed in maximizing other areas of their digital presence. All are good examples of what can happen for schools as brands when the sun shines in the right way. They do.t happen in a vacuum and in most cases are results from an investment for the long term, not just capturing lightning in a bottle or throwing stuff against a well. In most cases these success stories are born from administrators who take the time to think about their product as a brand, not just as an activity. Darren Rovel.s recent piece highlighted how schools like Butler have parlayed exposure into great assistance with capital projects and admissions applications, while not sacrificing the integretity of the school for the sake of sport.
The opportunity and challenges for mid major athletic departments to drive ancillary revenue as a result of onfield success is very real. The value exists not just in apparel sales, but in the cultivation of alumni and the projection of those very valuable alumni databases with potential school-wide sponsors. When hoops hits the bigtime, alumni donations go up, people renew their mailing addresses etc. That data can easily tie into a package for a sponsor outside of the local pizza place or restaurant. For example, is there a digital company that likes athletics but would love a bigger picture relationship with a University that could all tie togethe. Those type of integrated relationships exist in professional sports but rarely on the college level, and they are essential in helping cash-strapped schools who have been hurt in the economic downturn. Often times athletic groups either sell in a silo or enlist the help of large marketing companies to pool resources. IMG College has done a good job with major universities in acquiring rights and packaging goods. Companies like Learfield Sports or Nelligan Sports have pooled and sold individual athletic rights, but often times those rights do not have access to bigger picture University programs outside of athletics. Finding ways to incorporate business assets and data will enhance a university partnership and can raise the tide not just for athletic programs but for the University as well.
It is not.commercializin. or selling out as some may fear, nor does it compromise the integrity of a school in great academic standing. It has to be done in lock step, especially at a school with great opportunity to seize, and if done right, can be a commercial win/win for all.
