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.
MHSAA Tournament Sports
April 25, 2017
It is far from a rare occasion that the Michigan High School Athletic Association receives correspondence from a constituent – and most frequently from students – to provide an MHSAA-sponsored and conducted tournament for a sport they love, but which is not yet among the 14 sports for girls and 14 for boys which the MHSAA currently serves and supports with a statewide tournament.
The most recent additions to MHSAA tournament sports were boys and girls bowling and boys and girls lacrosse tournaments during the 2004-05 school year. In each case the MHSAA joined a small list of states with tournaments in those sports and quickly became one of the leading states in terms of the number of sponsoring schools and participating students, even as the sports spread to an increasing number of states across the U.S.
In neither case has the assimilation of the sport been problem-free. Lacrosse has struggled with travel limitations, and bowling with rules related to amateur status. Lacrosse has experienced issues related to game officials, and bowling has had to overcome venue challenges.
At the end of each school year the MHSAA asks its member high schools to report what sports they officially sponsored on a competitive interscholastic basis and how many students participated. This is one of the indicators of what might be added next to the lineup of MHSAA tournament sports. The most popular non-MHSAA tournament sports on last year’s survey (2015-16) were as follows:
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For girls . . . |
For boys . . . |
MHSAA policy advises the Representative Council to consider serving and supporting sports that are sponsored by 64 or more member high schools. It’s always a two-way street. Do those involved in the sport desire an MHSAA tournament and all the services and restraints that entails, and does the Representative Council believe the MHSAA can provide unique and necessary guidance and assistance? That mutual agreement occurred with bowling and lacrosse; it did not occur with equestrian; and there have been no conversations as yet regarding weightlifting.
We know that MHSAA tournament sponsorship gives a sport a bump – it leads to more schools sponsoring the sport. We know that students benefit – and with that, so does society – when schools provide a broad array of sports with which to engage students. But we also know there are limits – time, money, facilities, personnel – which are local realities that moderate our idealism.