Impact of NIL and Branding on College Athletics with KC Smurthwaite

In this episode, the discussion revolves around the varying experiences and challenges faced by former student-athletes, specifically those who went pro versus those who didn't, and their continued engagement with their alma maters. The conversation delves into the significance of the equipment manager in maintaining connections with alumni athletes. The impact of NIL (Name, Image, Likeness) on collegiate sports is thoroughly examined, revealing its potential in revenue generation and the resulting complexities in university fundraising dynamics. Additionally, KC Smurthwaite elaborates on his teaching experiences at Utah State University, emphasizing hands-on, real-world learning for students in journalism and sports reporting. The episode also highlights successful branding and licensing projects, including jersey sales and apparel deals, that aim to enhance fan engagement and drive revenue for athletic programs.

KEY TAKEAWAYS

• Experiences of Former Student-Athletes: The discussion highlights the different challenges faced by former student-athletes, especially those who went pro versus those who didn’t, and how they continue engaging with their alma maters.
• Role of Equipment Managers: The importance of the equipment manager in maintaining strong connections with alumni athletes is emphasized as a key factor in alumni relations.
• Impact of NIL: The episode delves into the growing influence of NIL (Name, Image, Likeness) in collegiate sports, showcasing its potential for revenue generation while complicating university fundraising efforts.
• Hands-on Learning in Journalism: KC shares his teaching experiences at Utah State University, focusing on providing real-world, hands-on learning opportunities for students in journalism and sports reporting.
• Branding and Licensing Success: Successful branding and licensing initiatives, such as jersey sales and apparel deals, are discussed as effective strategies to enhance fan engagement and drive revenue for athletic programs.

QUOTES

• “What does that even mean? We don’t have aviation at our school... this person who's probably never played football in their life... was so adamant going, no.”
• “It’s a fun fan experience. You’re tapping into nostalgia. It’s always a win in market. Emotional heartstrings.”
• “At athletics admin we speak various campus languages. We speak bookstores. We speak the licensing and marketing. We also speak what Coach says.”
• “It doesn’t really cost that much to create an experience. We have a great game plan and athletics admin. We are working backwards. Let’s define success. Let’s do quantifiable things and we’ll get there.”
• “What does that even mean? We don’t have aviation at our school... this person who's probably never played football in their life... was so adamant going, no.”
• “It’s a fun fan experience. You’re tapping into nostalgia. It’s always a win in market. Emotional heartstrings.”
• “It doesn’t really cost that much to create an experience. We have a great game plan and athletics admin. We are working backwards. Let’s define success. Let’s do quantifiable things and we’ll get there.”

Connect and learn more about KC Smurthwaite.
https://www.linkedin.com/in/smurf/

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