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.
Why We Watch
May 7, 2017
It’s because we don’t know the outcome that we watch competitive sports.
If we know in advance who will win, we are much less inclined to watch.
This explains why television viewer ratings for live sports events are many times greater than for tape-delayed broadcasts and reruns of the same event.
It helps explain why onsite attendance for the Quarterfinals of the MHSAA Team Wrestling Tournament declined after seeding began. Pairing the No. 1 seed against the No. 8 seed, and No. 2 vs. No. 7, had predictable results and didn’t draw as much interest as in previous years, before seeding.
It is not automatic that seeding MHSAA tournaments will increase tournament attendance. Random pairings is a fair system, and random results an exciting experience.
Loss of random results is what worries U.S. professional sports leagues and united them against legalized sports betting. It is why sports organizations have tried to restrain the use of performance enhancing drugs – we don’t want PEDs to predict results.
The lure of participation for adolescents is that competitive school sports is difficult fun. The attraction for spectators is that the results aren’t known in advance. It’s what puts us on the edge of our seats, holding our breath, biting our nails.