Is there an opportunity to harness N.J. football?

BY JOE FAVORITO

NEWJERSEYNEWSROOM.COM

ON N.J. SPORTS MARKETING

With Rutgers opening their 2010 season Thursday night against Norfolk State and scores of smaller colleges and high schools of all sizes gearing up for their own kickoffs this weekend and next, the question arises, is there a way to harness all those eyeballs and interest into a cohesive statewide branding effort that could make sense for a company and also bring dollars into the coffers of school systems across the state?

Despite all the forward strides by the Scarlet Knights, big time football on the college level is still not on the casual fan's radar in the corridor between New York and Philly. Growing yes, but not there yet. Rutgers, Army and now maybe even Temple, spend the time and the dollars to push and are great gameday experiences, but it is still a struggle to get big space and consistently strong dollars.

However there are scores of colleges with success — from Monmouth and Rowan to William Paterson and Montclair — who draw incremental crowds and interest each and every week on campus. Maybe not always thousands but over the course of the season it is a solid core.

Then factor in the traditional followings of the states high school powerhouses, which produce some of the largest talent pools for colleges of any state in the country, and their followings and there is a very loyal, very strong audience for a brand looking to engage.

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Cablevision is starting to engage these fans with a Friday Night High School football game, and MSG Varsity's work in exposing brands to high school sports will also expand, but those are for one game at one time. Could there be a bigger play?

Now it would not be a traditional brand like apparel or beverage, those categories are too segmented. But how about banking or technology, a company that is emerging and looking to reach high school and college students and more importantly their parents and alumni? Could a statewide digital platform be built to effectively support football on small college and high school level and engage schools? It is complex but could be very effective. It would take a grassroots approach as opposed to a large TV spend, which would be cost prohibitive. The program would need local and regional public relations support and promotion, but over time could grow and win for all.

New Jersey is a solid football state, and our educational programs need the help. Brands just have to look and be creative to seed a ground that is already fertile. Enjoy the kickoff.

Joe Favorito has over 24 years of strategic communications/marketing, business development and public relations expertise in sports, entertainment, brand building, media training, television, athletic administration and business. Visit him at JoeFavorito.com.