We have often said that coaches are an underused marketing asset many teams, despite the fact that they are highly visible, more consistent and because of their prominent media roles, even more well-spoken or thoughtful than the younger men and women they coach. They also have a longer and more consistent shelf life than players, whether that be in college or in professional sports. Yes there are windows where they can come in and out, but for the most part you have a guaranteed window to the world before or after every game, and in the time away from the field, ice or court as well.
The story in Saturday’s New York Times again shows how that thoughtful window can be best used, this time with charity, through the eyes and words of New York Yankees skipper Joe Girardi. The Yankees, who pioneered HOPE week into a multifaceted, wide ranging community relations platform now used by other teams, took Girardi’s pregame downtime and media session on the YES Network, and found it to be a great platform to simply promote philanthropy. Taking a page from another big thinker, the Cubs Joe Maddon, Girardi dons a different charity tee short before every game, and speaks briefly and thoughtfully on the charity. The social impact, if managed by the charity, can be tremendous, and the earned media through the visibility during the pregame broadcast and streamed press availability is invaluable and a great public service. Most importantly, it is truly authentic for the charity and for Girardi, and comes at a time of day when most writers are scrambling for some notes.
Can this be replicated or expanded around sport of any kind? For sure. It does not impinge upon the heavily sponsored live broadcast, it comes at a time when news is not at the forefront, and it is easily scheduled in a period when the head coach or manager is probably least stressed and most available. Is it for everyone? No. Coaches remain creatures of habit, bit for most, it is a pretty unique window. Could there be an issue where a coach gets into a pregame dustup and the teeshirt and cuase gets some unsavory exposure? Maybe. Can it be expanded or changed up a bit. 100 percent. Maybe it’s a hat, or a pin or even a special item that can be auctioned off. As long as it’s authentic and somewhat original, it has a huge upside, and can even be spread with one cause on one day to multiple teams and sports, much like Coaches vs. Cancer does with coaches wearing sneakers with suits for key periods during the NCAA season.
Great program worth nothing and copying, pioneered by the Bombers.
