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.
Mixed Messages
November 27, 2013
One of the very few enjoyable aspects of waiting in an airport is the guiltless time it allows me to visit its bookstores and page slowly through some of the old classics I vaguely remember and the new releases I can’t wait to read.
Two months ago in one of the terminals of Sky Harbor Airport in Phoenix, my attention went quickly to a prominent display of books about football. Five titles were mostly critical of the game, focusing on the sport at the major college and professional levels. Down at the bottom of the display was one title that addressed the positive value of football to students, schools and communities.
One month ago, while I was eating breakfast, the television news reported on the results of new research about youth concussions. While the narration mentioned multiple sports, the video was mostly of football. I saw that story repeated on another television channel that evening. I wondered, how many times on how many channels did how many people get this gift of the latest youth concussion statistics for all sports presented in football-only wrapping paper?
The public is getting mixed messages about school-sponsored football. The problem of college and professional football is not the problem of school-sponsored football. And what problems of head trauma that do exist in school sports are not exclusively problems of football.
In fact, school-sponsored football has never been freer of serious injury than it is today – that’s true whether we are talking about heads, necks, knees or nicks. It’s the result of the most careful and cautious rules making, coaching and officiating ever. And it’s safer – not less so – as we ever more quickly assess and refer injuries to ever more educated and capable health care professionals.