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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.

A Shift

April 10, 2018

The disease of youth sports generally – observed in premature sports specialization and the commercialization of kids’ games by both local entrepreneurs and corporate giants – is infecting school-based sports, especially basketball.

We see it in transfers by starters and dropouts among reserves.

We see it in short benches for JV and varsity games and empty gyms.

There is no shame in identifying our weak spots; it’s the only way to start fixing them.

And heavens! NCAA men’s basketball is being investigated by the FBI. Players are being ruled ineligible. Coaches are being fired. Others are being arrested.

School-based basketball is beautiful by comparison! But we can and must be better. And that can only begin to happen by facing up to our shortcomings.

The clock is ticking on the life of school-based basketball, and only a change in emphasis – a cultural shift – may save what arguably has been the most historically important sport in our schools. A shift ... 

Away from all-star games for a few graduating seniors and toward junior high/middle school programs open to all kids.

  • Away from national events and toward city, county and conference rivalries.

  • Away from “elite” travel teams and toward local K-6 development programs operated by schools.

  • Away from creeping commercialism and blatant professionalism and toward a re-commitment to amateurism.

  • Away from gamesmanship and toward sportsmanship as a precursor to citizenship.

  • Away from running up the score – a lot – and toward playing every kid – a lot.

The leaders and lovers of school-based basketball must resist the slippery slope and advocate for the cultural shift. It doesn’t take a brain surgeon or rocket scientist to save school-based basketball; but it does take courage and persistence.