Logo

The Culture of School Sports

April 1, 2016

What is our greatest asset in school sports?

If your answer is the kids, or the long hours devoted to teaching them by low-paid staff, it would be hard to argue.

But my answer for the greatest asset – the unique strength we have, our edge, our advantage? It is the culture of school sports.

We have marching bands and homecomings, which non-school youth sports do not have.

We have pep assemblies and pep bands and spirit weeks, which non-school youth sports lack.

We have letter jackets, spectator buses, cheerleaders and pompon squads which are missing from most non-school youth sports programs.

On a Friday night in the fall or winter in most parts of Michigan, I can find several high school games on the radio. I can find competing high school score and highlight shows on TV after the local news. Never is any of this found for non-school youth sports.

On Saturday mornings in the fall or winter, there are dozens of radio talk shows with local high school coaches reviewing the previous game and previewing the next. Never is this a part of non-school youth sports.

On radio, television and daily and weekly newspapers all school year long, I can find “High School Teams of the Week.” Rarely, if ever, is there a non-school youth sports team of the week.

School sports enjoy a standing in our communities and a status in our local media that non-school sports can’t come close to. The AAU and travel teams are a culture that disses the school and community. Ours is a culture that defines the school and community.

We are local, amateur, inexpensive and educational; and we have almost everything going for us. We need to promote and protect these things – the culture of school sports.

In Others’ Words

August 22, 2014

I’ve read and heard multiple times – so I’ve come to believe it’s at least partly true – that one of the techniques that marketing departments or agencies use when developing campaigns to promote a product or service is to look at it from the consumer’s, customer’s or client’s perspective.
The point is often brought home that if management would use this technique as much as marketers, then management would be more effective and would label itself, rather than marketers, as the “creative team.” It chafes me to hear a CEO say he or she wants to know what “creative” has to say about a sponsorship initiative before the CEO will offer an opinion.
Thinking about what our customers want doesn’t require that leaders suspend their personal beliefs or reverse experience-based opinions. It merely asks that we look at things from a different and sometimes even opposite point of view. And to be truly revealing, it asks that we try to put into words where other people stand on a particular topic.
It asks us to actually try to describe what our customers see from where they stand and what they say they want. For example, in our work, it would ask administrators to think about and actually describe what coaches want, and vice versa. And it asks both coaches and administrators to think about and put into their own words what student-athletes want, and what their parents want.

This has been an ongoing part of my life, provoked I suppose by my marriage of 42 years to a woman whose political views often point 180 degrees from my own. And this approach has been especially enlightening on school sports’ most troublesome topics, some of which we are tackling at this time, like ...

  • Out-of-season coaching rules
  • Junior high/middle school programming
  • Health and safety mandates