We Get It
November 4, 2011
Participation in high school sports, both nationally and in Michigan, increased in 2010-11 versus the year before. It was the 22nd consecutive year of increases nationally, according to the National Federation of State High School Associations.
The National Federation also conducted a first-of-its-kind attendance survey that tells us in 2009-10 that there were more than a half billion spectators at high school sporting events across the country. There were more than two and a half times as many fans attending high school basketball and football contests as attended college and professional contests combined in those sports.
We should be excited about our programs and encouraged by their historical popularity and continuing growth. But clearly, we are not. In fact, we are a discouraged bunch.
We are discouraged because, behind the good numbers that are reported, we see serious erosion – a subtle “slip-sliding away” of the principles and the popularity of school-based sports. In spite of the good numbers, we sense that all is not well in educational athletics.
In many places athletic directors are losing their full-time dedicated positions, which are essential to oversee a program of high participation, large crowds, great emotion and some risk of injury. In many places students are losing participation opportunities, which are essential components of a complete education necessary to prepare young people for the increasingly complicated and competitive world which they are about to enter.
We get it at the MHSAA. We know what’s happening. Not only do we get it, we also get the hundreds of calls from coaches who don’t have an athletic director available to answer their questions. And we get the hundreds and hundreds of calls from parents and others who can find neither a coach nor an athletic director available to address their concerns or answer their questions. Almost every time a school district dials down its oversight of the interscholastic athletic program, its constituents dial up the MHSAA to answer their questions and address their concerns.
Less money for and less oversight of school sports is a combination tailor-made for problems – for ineligible students and forfeits, for crowd control and sportsmanship problems, and for injuries; and in all cases, for the controversies that follow. There are smarter places to make cuts in our schools and still turn out smart kids.
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.