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Corporate Care

March 10, 2015

One of the MHSAA’s newest corporate sponsors is arguably one of its most important ever because it will assist the MHSAA’s aspirations to go further beyond the ordinary in promoting student-athlete health and safety.

That new sponsor is Sparrow Health System, and you can read about our new relationship by clicking here.

During the many discussions with Sparrow’s leadership leading up to our partnership, we learned of its membership in the prestigious Mayo Clinic Care Network; and during our review of some of Mayo’s work we reviewed an April 2012 Mayo Clinic article about the risks of concussion in high school football.

The article presented the results of a carefully controlled study of individuals who played high school football in Rochester, Minnesota, during the decade 1946 to 1956.

The conclusion was that those participants did not have an increased risk of later developing dementia, Parkinson’s disease or amyotrophic lateral sclerosis (ALS) compared to non-football-playing high school males. The study notes that this was the case even though, compared to today, “there was poorer equipment and less regard for concussions and no rules prohibiting head-first tackling (spearing).”

There is no small supply of data that sheds better light on the head trauma hysteria in sports in general and football in particular. We cite such data as a counter-balance, not as a reason to slow the search for safer ways to conduct school sports. Our new sponsorship is evidence that we are increasing our capacity to do much more.

A Meaning-Driven Brand

June 5, 2012

One of the apparent conclusions of the MHSAA online “Have Your Say” opinion poll conducted five years ago that continues to guide us today, is that the character of school sports is key to the appeal of school sports.  This is true for both sponsoring school personnel and for those participants and spectators regularly involved in school sports.  This suggests that to keep our core customers, we must preserve our core characteristics.  That whatever changes occur in school styles and structures, we must maintain by our policies and programs the features and values which our core customers have experienced and both want and expect to continue.

It may sometimes feel that we are swimming against the current of public opinion when we enforce rules that define student eligibility or the limits of competition and travel, but the development and implementation of such restrictions might be essential to the expectations of our core constituents for the experience they remember for themselves and want for their children or team.

Just because schools change, it is not necessary that rules of school sports change as well.  Sometimes, perhaps.  But not always or even often.  Leadership must always consider the program without a rule before we do away with the rule.

It is not too strong to state that schools seek MHSAA membership precisely because there are rules.  In fact, schools formed the MHSAA to be their vehicle for making and enforcing rules.  Just as participation by students is more valuable to them and their schools where standards of eligibility and conduct are higher, so is membership by schools in an organization more valuable where such standards are developed and enforced.

The Culting of Brands is a good book with a bad title in which author Douglas Atkin writes about the success of “a meaning-driven brand.”  He says, “The product carries the message and then becomes it.”  These kinds of brands, he says, are really beliefs.  “They have morals – embody values.”  They “stand up for things.  They work hard; fight for what is right.”

Ultimately, it is exactly this that is expected of the high school brand of competitive athletics in Michigan.