Athletics is usually a few percent of the University budget, even at large public universities, but demands a good deal of time and attention…and attendance. Athletics offers major alumni and donor engagement opportunities. And, I think it can provide an opportunity to celebrate the non-athletic parts of the University in a very visible way. My spouse, not a sports fan, also came to games when she was able to do so, and enjoyed the atmosphere, without alot of involvement in the actual athletic contest.
For schools with football programs, home games are occasions and generally cannot be missed. The University of Idaho has a fairly small football program, but even so, games provide an opportunity to entertain friends of the University and to be seen quite publicly.
We were fortunate to have a box on the 50 yard line. Advancement and the President’s office collaborated to fill the box-bringing in donors, Board members, and legislators. Be careful not to let the box become a hangout spot for staff. We did not stay in the box the entire game, but visited other boxes, always said hello to the small contingent of visiting parents, dropped in on the visiting team box, and thanked our extraordinary marching band. Though I enjoy watching football, I did not see the game in any continuous fashion, but kept myself generally aware of what was going on. Some presidents get very involved in the game, going on to the field, talking to players…I always felt some separation was better. The football coach is hired to do that!
I enjoyed traveling with the team upon occasion to away football games, usually participating in about ½ the away games. Traveling with the team can also be an important perk to share with program donors-though this perk has a value that must be accounted for and deducted from the value of gifts they make. For a program like Idaho’s, guarantee games are a chance to visit much larger programs and gain an understanding of a larger university. We scheduled successful alumni visits to several programs, in our case centered around our engaged agriculture alumni and visits to large land grant schools. Away games are also an opportunity to network with other conference presidents.
Use halftimes, timeouts, and media to message about the University. I introduced to Idaho the idea of an academic honor-to students, student athletes, faculty or staff at a first quarter timeout. Games at that point are likely to be competitive and fans still engaged. This is an idea I borrowed from the University of Kentucky, which always brought academics to football or basketball timeouts-and I recall how incredible being on the floor of Rupp Arena was with some of my students as a young faculty member, with 22,000 rabid Kentucky fans clapping for us. Faculty don’t get that sort of opportunity often, and you can provide it.
Basketball is usually a more personal, shorter timeframe except at the biggest schools like the SEC. Sit in the stands, cheer for the team, and say hello to the fans. We have used basketball for special events, like a Native Nations night, that has been very successful. Be sure to attend both men’s and women’s basketball.
I also recommend scheduling an appearance at one event for each sport per year, though I admit I was not able to do that for all sports. The swim team parents really will remember that you cared enough to watch the meet.
