I always learn something when I talk to my friend Greg Moore. The former Commissioner of the SIAC, a baller from New Jersey, an attorney, an entrepreneur, a big thinker, Greg is always looking at the blue ocean and how the pieces fit together.
Over a year ago he pointed to a spot that the Name Image and Likeness space is leaving wide open and said that it will eventually become big money and a smart spend for someone or some company not just chasing Instagram posts. A place to build over time because the audience is always there.
HBCU Marching bands.
His points were very valid. When HBCU schools play guarantee football games against major schools, one of the requirements is usually they bring their marching band, all expenses covered. The largest HBCU rivalry games in places like New Orleans draw around 40,000 people. When you have band competitions, 60,000 people show up in places like the Superdome. They have a brand identity that extends beyond just the band members. Their leaders are competitive, identifiable and bridge two key areas, sports and entertainment. They have ultra loyal followings and deep ties to schools, and the band members, many of whom are talented and on scholarship, go on to diverse careers in all walks of life.
I thought about the NIL band theory coming true as I saw a piece this week on the Iowa band members doing an NIL deal. It is certainly true that the biggest schools with the biggest stages still invest in the arts, and the marching bands in many places are still a big part of the pageantry of college athletics, and the Iowa deal followed one signed by the Wisconsin marching band.
That tradition also extends down a level into high schools, where schools that are smart enough to keep music programs also drive great interest and opportunity, regardless of how well their teams do on the field.
So as brands look for the shiny moment and buzzworthy opportunity on the football field or the basketball court or the gym mat, maybe look left or right and see who is on the trumpet and the tuba. Chances are they are probably going to be there longer than those entering a transfer portal, might be a bit more affordable and can deliver way beyond just one post to an audience that is not just sports…but entertainment as well.
Sweet music for brands that will play that tune.
