Marketing Through Middle Schools
October 8, 2013
Often, when I’m not sure that a big change in a policy or procedure of the Michigan High School Athletic Association would be good or bad for school sports in Michigan, I ask myself: “If we were creating the MHSAA for the first time today, would we do this? Would this change be what we do today?”
Applying this question to the subject of 6th-graders, I believe we would create an association and develop rules that would engage 6th-graders and serve them. Sixth-graders would not be orphans, but a part of the MHSAA, just as they are a part of most of our member school 7th- and 8th-grade buildings.
Young people are starting sports much younger today than 100 years ago when the MHSAA was created, or 50 years ago when the MHSAA was incorporated. If the MHSAA were created today to serve any students before 9th grade, I’m certain it would not leave out 6th-graders who are walking the same halls with 7th- and 8th-graders, and who have been playing competitive sports almost since the first day they starting walking at all.
Furthermore, I’m one of many with this opinion: the most important thing we can do to enhance high school sports is to grow junior high/middle school sports programs.
The earlier we disconnect young people from non-school sports and engage them in school-sponsored sports, the better our chances are of keeping high school athletic programs healthy, and the better our prospects are of keeping both participation rates and conduct standards high.
School sports is in competition for hearts and minds of young people. Our competition includes movies, jobs, cars, video games, boyfriends and girlfriends and club sports . . . especially club sports.
School sports needs to market itself better, and part of better is to be available earlier – much sooner in the lives of youth.
More contests at the junior high/middle school level and more opportunities for 6th-graders should be parts of our marketing strategies on behalf of educational athletics generally.
Money Matters
January 14, 2014
Every once in a while someone will take a potshot at the MHSAA by saying the organization is motivated by money.
My colleagues in leadership of high school associations in other states probably would get a chuckle out of reading that criticism because the reputation of the MHSAA and this executive director is the opposite. We’re seen as the conservative stick-in-the-muds who oppose national tournaments and promotions in spite of the money that could be made from them.
Here’s a good checklist to determine if “the almighty dollar” motivates a high school association:
- Does the association co-title its tournaments with the name of commercial sponsors?
- Do the association’s events, publications and websites look like a NASCAR production with corporate logos plastered everywhere?
- Does the association seed its basketball tournaments or gerrymander brackets to allow the teams with the better records (and usually larger crowds) to avoid playing each other for as long into the tournament as possible?
- Does the association charge admission prices that are more than a fraction of college and professional ticket prices, or just equal to the cost of a movie?
One or more “Yes” answers doesn’t mean an association has sold out; but if all answers are “No,” you can be sure that the association has other purposes for its decisions than making money.
And “No” is the correct answer to these questions in Michigan. In fact, the full answer to No. 4 is that the MHSAA has not raised ticket prices for either basketball or football at either the District or Regional tournament level for more than a decade.