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.
Late to the Game
November 8, 2016
The Michigan High School Athletic Association’s Task Force on Multi-Sport Participation has learned that school sports are in competition versus non-school youth sports, not only programmatically but also and more fundamentally, philosophically. School sports sees child development quite differently and has as its mission developing the whole child.
Non-school youth sports business interests have convinced consumers (that’s parents) that early and intense specialization with private lessons and personal trainers, and lots of travel and tournaments is necessary for a child’s athletic interests and ultimate happiness. That is sometimes true ... once in a very great while.
What is much more often true is that specialization in a sport that is too early and too intense stunts a young person’s physical literacy, which often leads to less well-rounded athletic ability, a more sedentary lifestyle and poorer health in later life.
The theme of the Task Force recommendations to the MHSAA so far is that we have to reach youth and their parents earlier in life if we hope to compete for their hearts and minds.
When 80 percent of youth drop out of organized sports by the age of 13 – usually because they have been left out or become burned out – we’ve missed the kickoff if we start talking to them in 9th grade about the benefits of multi-sport participation and the school sport experience. In fact, the game is more than half over by then and our messages fall on deaf ears. We are absolutely correct with our message but appear out of step and out of touch to those who have only heard the sports specialization speech from youth coaches and their commercial interests.