There are few sports that have been as tumultuous in terms of alignment and governance in recent years that Division I intercollegiate sport. One of the calmer seas, despite being connected so closely to so many major northeast metropolitan areas, is the Metro Atlantic Athletic Conference. Now in its 35th year, the MAAC has seen little turnover in membership under the long-standing tenure of Commissioner Rich Ensor, with a consistency of both academic and athletic standards that should be admired in the topsy-turvy world of the NCAA.
Ensor was named the third Commissioner of the Metro Atlantic Athletic Conference in August 1988, and on his watch the MAAC has secured a stable membership base, expanded the number of championships, conducted and developed an extensive marketing program, cemented broadcast agreements with ESPN, and partner championship venues such as the MassMutual Center, Naismith Memorial Basketball Hall of Fame and Disney Sports Attractions. During a time of tumultuous realignment within NCAA Division I conferences, the MAAC remains a homogenous association of private institutions of similar size and funding, which are committed to student-athlete excellence both on the playing fields and in the classroom.
The MAAC always seems to find and know its niche, and exploits that niche from a business and marketing standpoint very well. It also has the occasional chance to take advantage of lightning in a bottle, as has happened this year with Monmouth University, with not just their upsets on the men’s basketball court but with their team reserves who have made bench celebrations into a bit of an internet and broadcast sensation.
We caught up with Ensor, one of the longest tenured commissioners in all of collegiate sports, to talk how the MAAC keeps growing.
In all your time at The MAAC, what has been the biggest surprise in the business landscape?
In 1988 the changes that were to occur in broadcasting, media and the impact of social media on fan engagement and the delivery of news were just beginning to take shape. So much of college sports has been impacted by these changes and has driven decisions related to the formation of conference broadcast networks and conference realignment. The elimination of traditional conference geographic associations at the top tier of Division I in favor of conference affiliation based on the ability to deliver key broadcast markets and drive broadcast revenues would be the major ‘surprise’.
What has also been the biggest change from when you started until today, from a business standpoint?
Conferences are expected to deliver content to their fans rather than rely traditional media outlets. This includes broadcasting on a wide array of platforms, but also through social media outlets like Twitter, Facebook, Instagram, etc. Servicing key audiences including fans, alumni and others is the focus, rather than servicing the media. This has been very beneficial to the mid majors and others who traditional media had typically covered only in major sports, and has allowed the athletes, families and fans a great deal of information on their favorite sports. The switch has required a major reorganization of how conference staffs are built as social media skills, film editing, software knowledge and such are more valued, than writing and editing.
The conference has been one of the steadiest in terms of membership in the past 20 years at least, what has been the key to being so stable?
Relatively stable, largely a result of the homogenous nature of the schools in the league that share a common commitment to academics and athletics with an emphasis on the sport of basketball. The fact the schools are all private, fall with a close range of enrollments and budget commitments, make travel sense and share some long established rivalries has helped in that process. The involvement of the school presidents in the governance has also been key. I also think I have provided some continuity of leadership that has been helpful in providing context for why the MAAC operates the way it does.
What is the biggest challenge today for a conference like the MAAC in being successful as a brand?
Finances are always a challenge. Expenses related to staffing at the conference level continue to climb and developing income sources to match is challenging. Developing broadcast production facilities to create brand content is expensive for the member schools and the conference office. It’s not a lack of imagination that usually challenges us in improving the brand, just developing the resources and group commitment to execute the plans.
You have a core of schools that are like-minded in size, what is the most important factor in getting all the schools on the same page?
You need a vision of what you want to accomplish, understand the resources necessary to implement the vision and then forcefully sell it to the league membership to gain acceptance. It requires political skills to develop consensus and a willingness to lead understanding not all are going to universally accept your view. You also need to constantly educate yourself and the membership of changes in the business that provide growth opportunities in broadcasting, championship or event hosting and branding. Status quo is not generally a workable solution in a changing business climate.
Monmouth this year has become a bit of a darling with the antics of their bench. How does the conference capitalize on such popularity?
It provides a quick reference point for us to use in discussing the league. It’s fun and been well received by fans and the media, and I always note the notoriety only occurs because of the success the team has had on the court in defeating teams like Notre Dame, Georgetown and so on. Coach Rice looked to schedule power conference schools, and used events like the MAAC sponsored AdvoCare Invitational at Disney to gain national audience exposure on ESPN. It’s a model that other MAAC schools have used effectively over the years, although Monmouth has had a unique run with both the team and the bench.
If I’m a brand, what is the value proposition the MAAC offers me today?
A league that is committed to excellence in sports and academics and is producing the future innovators and corporate leaders of their enterprises.
Some MAAC schools play football, some play hockey, how big a challenge is it to keep the competitive balance across all sports for schools today?
The league constantly updates its strategic plan; I view it as an evolving document rather than a static plan that is dusted off once a decade for review. It guides my daily planning and has allowed the league to focus on priorities in sports sponsorship and financial commitment, while allowing the flexibility to the membership to focus institutional resources to sports like lacrosse, ice hockey or football.
What is the biggest business challenge for schools in the MAAC today?
Enrollment management is always a focus for private colleges and the MAAC attempts to assist in those efforts with its branding and broadcasting efforts.
Who are the innovators in the conference in terms of marketing that people should be aware of?
John D’Argenio at Siena has down a tremendous job of developing a strong mid major brand of basketball in Albany, NY. Tim Murray at Marist continually produces top quality programs in a broad range of sports, and provided great facilities for his coaches. Bill Maher has lead the league in looking at broadcast strategies and production facilities that are tied in with academic studies that assist in enrollment management. Just a few of the examples within the league.
