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.
Misdirection
March 2, 2018
Our big problem is that we are distracted by small matters. For example ...
I don’t think there is any close, thoughtful observer who can honestly say high school basketball is in better shape today than any number of years ago that one might pick ... 10, 20, 30 or more years.
Changes in students, schools, sports and society have not been kind to school-based basketball. Charter schools, school of choice, non-school sports, migration into other sports and activities, specialization in a single sport, and burnout leading to dropouts from organized sports are a few of many factors contributing to declining participation. And there is more competition for attention away from schools and away from school sports every single day. So the fault is not one thing only.
Girls basketball has been particularly hard hit by specialization in volleyball that was supercharged after the switch of basketball and volleyball seasons a decade ago. Girls basketball participation declined in every school year since the change of seasons before a 2.2 percent increase for 2017-18.
The days when most schools sponsor three basketball teams each for boys and girls – 9th grade, JV and varsity – are long gone; and that’s not just because we were forced to cram both genders’ basketball seasons into the winter. Many of those same schools now struggle to support one subvarsity team, and many have very short benches – only two or three subs – at the varsity level.
Every week the gap between the haves and have-nots grows wider and more obvious to all, with final scores so lopsided that the games could not have been a good experience for anyone – players or spectators, home team or visitor.
One would think that these matters would be on the minds of those who love and lead high school basketball and that they would be working diligently on initiatives to address the declining interest and growing imbalance in what was once the centerpiece sport of interscholastic athletics.
They would be asking, “What can we do at the junior high/middle school level to engage students ... to start them or keep them on the path to high school basketball programs? How can we encourage and equip high school coaches to attract to and hold in their programs more high school students? How can we help coaches increase all players’ game time? How can we help coaches teach players to value and grow from the experience of being a backup player?”
Surprisingly, the only proposals related to basketball that are advancing toward Representative Council action at this time are (1) seed MHSAA District tournaments, and (2) expand the coaching box.
Sadly, these proposals do nothing to reverse the decline of high school basketball. They are distractions from the hard work of reclaiming a healthy culture for the most historically important sport to schools in Michigan.
The culture shift needed is away from an all-star event for a few graduating seniors and toward ongoing educational programs for all coaches, every year. Away from national events and toward city, county and conference rivalries. Away from “elite” travel teams to K-6 development programs out of season. Away from creeping commercialism and professionalism and toward a recommitment to amateurism. Away from gamesmanship and toward sportsmanship. Away from running up the score – a lot – to allowing every team member to play – a lot.
The clock is ticking on the life of student-centered school-sponsored basketball. And a lot bigger proposals are needed than what we’ve been generating of late.