Sports Career Consulting Blog

  • SCC FFL Sports Marketing Challenge: 2022 CHAMPS!

    The results of the eighth season of SCC’s fantasy football sports marketing competition are in and we have a champion. Before announcing this year’s winner, we would like to express how thrilled we were with the effort from all of our participating schools, and we hope you all enjoyed the competition. We had more new schools join this year’s competition than ever before, and based on how well they performed, the future of the competition looks incredibly bright!

    That said, a big congratulations to Matt Kabza’s class at Grant High School in Oregon for winning our 8th annual fantasy football sports marketing competition!  The Hawaii Fire front office took sole possession of first place after the third challenge and never looked back, securing the championship trophy for the second year in a row.

    The Dayton Jokers front office, comprised of students from Miami Valley Career Technical Center (coached by Zach Gueth) finished in a close second with a really strong finish. Blacksburg High School students, representing the Virginia Beach Tridents front office (coached by Jessica Catley), took third place after gaining the highest score possible in the sixth sports marketing challenge. Jessica Frazier’s class at Helena High School (Oklahoma Outlaws) also had a great season, finishing in fourth place, while Nicole Healey and her students at Woodbridge Senior High School in Virginia (San Antonio Spiders) rounded out the top five. 

    To celebrate the championship, Grant High School will receive another championship trophy to proudly display in class.  Both the Hawaii Fire front office and Dayton Jokers at MVCTC in Ohio will be rewarded with a classroom pizza party. Congrats to both schools on a job very well done.

    We also have a few individual school shout-outs for the response to the digital marketing challenge below…

    CHALLENGE #6 (DIGITAL MARKETING) HIGHLIGHTS:

    Grant High School, Oregon (Hawaii Fire)

    Once again, the Hawaii Fire front office submitted an incredibly detailed and well-organized plan in response to a sports marketing challenge. Like the five previous challenges, this group demonstrated a very high level understanding of key sports business concepts, adding a healthy dose of creativity to the application and exection of those ideas as they have consistently done throughout this competition.

    In the business of sports, content is key with digital and social media marketing, and the Fire front office did a fantastic job addressing that at every turn. Content from all the team’s digital platforms, including the website, app, and social media, all provided fans with the behind-the-scenes access that they crave, which is incredibly important to the franchise as they begin to build fan support in the team’s inaugural season. Great idea to kick the season’s marketing campaign off with a hype video…we definitely seeing that video as something that will energize the fans and encourage them to support the team.

    The team’s website was really well designed, and did a nice job incorporating elements from the previous challenges (https://jhanson7136.wixsite.com/hawaii-fire).

    We loved the augmented reality features planned by the Fire front office. Straight from the front office report, here is how the franchise intends to tie augmented reality into the team’s first-year marketing: “To utilize augmented reality to best provide for our out of state fans, we will provide an augmented reality stadium tour to show our customers the stadium as well as nearby hotels and other Hawaii Fire related projects around the area.  Our website that sells our products will provide 3D models to give customers the ability to spin products. This will give an understanding of the clothing design and fit. Our app would also include a system to use augmented reality to highlight sections of the stadium, play interactive games, and display live gameplay on the field by highlighting the first down marker allowing for a better understanding of the game by a viewer.”

    We really liked the email marketing strategy. It is a smart idea to make sure your email correspondence has a purpose, like the “welcome to the Fire” email greeting when fans first sign up, and things like birthday email messages add a nice touch, letting the fans know that the organization cares.

    We also thought the partnership with Twitch was a great idea, providing opportunitites for fans and players to interact to help develop a special and unique, more personal, connection between the organization and its fans. Very cool to include an actual press conference announcing the partnership as well…that type of extra effort is what helped the Fire front office capture a second consecutive championship.

    However, perhaps the most impressive aspect of the Fire season, was just how organized each and every response to sports marketing challenges have been. Keeping everything on schedule and on track is key to managing not only a digital and social media marketing campaign, but also the organization as a whole. The weekly social media post schedule and digital marketing calendar they submitted with the final challenge are very representative of how the Fire front office approached the whole season, and it proved to be a winning strategy.

    Congratulations Grant High School, you have done it again. Back-to-back champions!

    Blacksburg High School, Virginia (Virginia Beach Tridents)

    Not only did the Tridents front office earn the highest possible score for this challenge, this might very well be the BEST and most complete website (https://sites.google.com/mcps.org/www-vabeachtridents-com/home) we have seen in the history of this competition. While we have seen many examples of live, functional websites as part of this competition in the past (and this year), what really stood out relative to other schools was the commitment to content and ease of navigation. Blacksburg students made it really easy for fans to find whatever they need, whether information about community related events, ways to follow the team on social media, purchase tickets and merchandise (some really creative on-brand team merch ideas here as well), or get information about the team, it is all right there at the fingertips of the fan. Really nice job offering a variety of ticket packages and encouraging fans to put down a deposit (with limited edition merch incentives and RedZone package access) for season tickets, that’s really next level stuff. Also, the Tridents did a fantastic job communicating all the good things the organization is doing throughout the community. All in all, BHS students really put everthing from the previous five challenges together in a way that culminated with really impressive response to the sixth and final challenge of this competition.

    However, the website wasn’t the only thing that impressed us with the Tridents’ digital and social marketing plan. We really appreciated the detailed breakdown of social media strategy, describing how each platform will help to reach a different market segment, including different promos and messaging to cater to each demographic was great. It was also interesting to see the inclusion of BeReal as a social platform, making the Tridents front office one of just two teams in the competition to use the emerging social channel as a tool for reaching and engaging fans.

    We also loved the Roblox initiative, providing the organization with a platform for reaching young fans and building loyalty to the team at a young age. Here is how the Tridents front office described the strategy in their report: “We will create merchandise on the Roblox game in order to reach Generation Alpha (those born between 2010-2024) Roblox has 202 million MAU (Monthly Active Users). 25% of Roblox’s user base are under the age of 9 and 29% are between the ages 9-12. (MAU Data) This would be the best platform to target younger fans and bring team spirit to them digitally. In order to promote our team, we will have a unique Trident jersey for players to purchase in-game and wear. They will be able to represent their team in popular football games on Roblox, such as Football Legends.”

    Blacksburg students also introduced a great app with really cool features, a great idea for a team-branded podcast, some great ideas for entering the Metaverse using GoPro 360 cameras, email marketing, and more. Really, really well done Blacksburg High School!

    Elizabethtown High School, Pennsylvania (Portland Pioneers)

    In the sixth challenge, the Pioneers’ front office offered some great ideas and a very well executed digital and social media marketing strategy. With a little more consistency throughout the competition, we think Elizabethtown HS could be a real challenger for a championship next year!

    What really stood out in this challenge was the Pioneers’ commitment to leveraging the team’s digital assets to provide value for sponsors. For example, the team’s app integrates the logo of its primary sponsor (Columbia Sportswear) along with non-invasive ads for secondary sponsors like Old Spice and Snapple in a way that adds value to the fan’s user experience while navigating the app. When the fans win and the sponsors win, the franchise wins! Nice job.

    We also liked the VR feature on the team’s website that allows fans to see a view from each seat before buying tickets. It is important for any team, especially an expansion franchise, to prioritize the ticket sales function if they hope to succeed in the long-term and that is clearly the approach the Pioneers are taking.

    One of our favorite features from this competition was the inclusion of a “fan button” on the app and website. Gamification is a fantastic way to boost fan engagement, and the Pioneers front office is on to something with all the great ideas shared in the team’s report. According to the team’s report, clicking the “fan button” opens up opportunities for lots of fan engagement, including: “Talk to Chuck, this allows you to ask the Pioneers mascot Chuck the Beaver questions. The next thing will be the Pioneers History which will show the history of the Portland Pioneers as well as the Oregon trail and at the end of it there’s a small trivia game to play and a perfect score will get you a free Pioneers magnet. The third thing will be the Pioneers Field Goal Game challenge which is a game where there are 5 stages. The first stage will be a 10yd field goal and you flick your finger on the screen and try to make the field goal. The stages get tougher and tougher. The final thing is the Chuck the Beaver game which is the Pioneers version of crossy road and instead it’s Chuck running across the field trying to avoid the running players and the goal is to go as far as you can. Finally the Other button on the bar will have customer service and information.”

    Last but not least, we loved some of the content ideas. One of our favorites from the competition were the “Post Game Drip” posts. We can see this being really popular with fans!

    Great job Pioneers front office, and congratulations to Elizabethtown students on a great competition. We loved seeing the improvement from last year, keep up the great work!

    Montgomery County High School, Missouri (Salt Lake City Scorpions)

    Montgomery County has been under new leadership with Joe Basinger the last two seasons, but they have not missed a beat. Once again, MCHS was very competitive throughout, and it was great to see the Scorpions front office compete to the very end. They have offered some great ideas throughout the competition, and the sixth challenge was no different.

    We loved the team’s app, nicknamed “ScorpView”, and all the functions fans can perform using their mobile device, including buying tickets, purchasing concessions and/or merchandise and having it delivered to seats on game days, stats and game updates, and much more. One unique idea that we liked was a group chat feature, exclusive for fans using the app. We also really liked the idea of “360° mode”, providing an incentive for fans to download the app by offering different camera angles and game perspectives with “sky cam” broadcast coverage using a drone. That could have a lot of potential!

    One thing that was really great to see from the Scorpions’ was enabling (via opt-in) of push notifications. Not many other teams included this as part of their digital marketing strategy, which we felt was an oversight. The Scorpions front office, however, did not miss the mark, and will send “good morning and happy game day” notifications to mobile devices on the morning of game days. And for fans attending the game, the notification will list all of the possible activities they are able to participate in and the amenities they will have access to at the stadium. Some of those amenities include new food and beverage offerings unique for specific game days, “enter to win” promotion opportunities, and more.

    Nice job Scorpions front office! We look forward to seeing you take the next step next year and contend for the title!

    Woodbridge Senior High School, Virginia (San Antonio Spiders)

    It was really fun to see Nicole Healey’s students at Woodbridge High School make a big leap in this competition, moving from a tenth place tie last year to a well-deserved top five finish this year. Like each of the challenges along the way, the San Antonio Spiders front office delivered with their digital and social media marketing plan.

    The website (https://sites.google.com/view/spidersteamwebsite) was great, providing all the necessary ingredients for fans to visit consistently, and more importantly, to buy tickets and merchandise. We also liked the email marketing strategy, featuring the “The Weekly Web”, a digital newsletter that will communicate team information, promotions, ticket offers and more to Spiders fans.

    Last but certainly not least, we loved all the ideas for engaging fans in the metaverse. Described by the Spiders front office in their digital and social media plan as “inspired by the NBA’s Brooklyn Nets the Spiders plan on introducing a program called ‘Spider-Verse’ which allows fans to get a view of the game like they are there in person, from the comfort of their own home. This would let fans see what the stadium is like and get different angles of the game.” This has tons of potential, and might very well represent the next frontier of sports marketing. Other features of the Spiders’ metaverse strategy include a gamification strategy that allows fans a chance to catch balls from the team’s QB, trying to throw a football through a hoop or tire, throwing balls to Spiders receivers, and celebrating wins with the team in the metaverse.

    Really nice job this year WSHS students, we look forward to seeing you take the next step next season!

    MVCTC, Ohio (Dayton Jokers)

    As has been the case throughout this competition, there were a lot of great ideas and executions from the Jokers’ front office in this challenge. First and foremost, they did a great job recognizing the importance of providing a strong signal at the stadium for mobile devices and plan to install towers at all four corners. A great digital and social media strategy won’t mean much for fans on game days if they can’t connect at the stadium.

    We liked the consistency MVCTC students displayed as well, using the same hashtags throughout the competition, encouraging fans to use #Jokersden and #DealersDen on posts, and rewarding fans who use the hashtags will definitely help elevate levels of engagement. We also liked the idea of using those hashtags on the team’s social platforms to promote their players when Pro Bowl voting begins.

    Overall, the Jokers’ offered an excellent and detailed breakdown of each social platform (Insta, Twitter, FB, YouTube, Snap & TikTok) and what content will be posted to each, we loved the extra effort to provide mockup examples of a post for each platform as well. Nice job going above and beyond to help us visualize the type of content you plan to share with your fans.

    The Jokers website (https://swinning62089.wixsite.com/dayton-jokers) was also very well done, incorporating much of what they have developed throughout this competition into the site. Great idea to use a QR code to provide fans with easy access, and it was interesting to see the franchise feature a tab for gambling. That shows that the class has done some research and recognizes industry trends. We also liked seeing your class featured as the “staff” on the website along with the various roles each played within the organization.. that was really cool. 🙂

    Overall, a fantastic season from the Jokers front office. Congrats on holding off the Tridents for second place and a runner-up finish in the competition!

    SCC FFL 2022 FINAL STANDINGS

    SchoolTeam NameTotal Points
    Grant High SchoolHonolulu Fire1491
    Miami Valley MVCTCDayton Jokers1488
    Blacksburg High SchoolVirginia Beach Tridents1487
    Helena High SchoolOklahoma Outlaws1482
    Woodbridge High SchoolSan Antonio Spiders1480
    Montgomery CountySalt Lake City Scorpions1472
    Elizabethtown High SchoolPortland Pioneers1469
    Northwest HSSalt Lake City Mountaineers1459
    Wichita EastKansas Knights1458
    Tolland High SchoolSan Antonio Spartans1451
    Five Star Magnet AcademySalt Lake City Maniacs1449
    Carl Sandburg High SchoolToronto Coyotes731
    Kent CTCBerlin Badgers730
    Los BanosSanta Cruz Prairie Dogs727
    Kent ISDPortland Wildcats722
    Bigfork High SchoolSalt Lake Pronghorns707
    Kellam High SchoolToronto Taipans485
    Richardson High SchoolPortland Lumberjacks480
  • SCC FFL 2022: Sports Marketing Challenge #5 Recap & Scores

    SCC FFL 2022: Sports Marketing Challenge #5 Recap & Scores

    With just one sports marketing challenge remaining (digital marketing) before we crown a champion in our sixth annual sports marketing competition, several schools remain in contention for this year’s SCC FFL title.  

    One of our favorite things about this competition is seeing not only how well our students grasp fundamental sports business concepts, but the effort, enthusiasm, and creativity that goes into each response to our sports marketing challenges.  One of the best challenges for demonstrating that creativity is the ticket sales, promotion, and sponsorship challenge and this year’s competitors did not disappoint, incorporating elements from three different chapters of our textbook while demonstrating an understanding of the importance of the sales and service function in managing a professional sports franchise.  There were so many unique and fun ideas.  We also loved seeing the mock-ups of actual tickets that their franchise would be distributed to fans…

    Points have been distributed for each team’s response to the Sponsorship / Ticket Sales / Promotion component of the competition (sports marketing challenge #5). You can find the updated standings along with a recap of some of the highlights from challenge #5 below. 

    Wichita East High School, Kansas (Kansas Knights)

    It is always fun to see the various ticket mock ups from students in this challenge. This one from students at Wichita East High School is a great example.

    The Knights front office had some good promo ideas, and we really liked seeing a sponsor tied to each home game. Featuring other teams from this competition instead of actual NFL teams as part of their promo schedule was a really nice touch as well.

    Well done Knights front office!

    Elizabethtown High School, PA (Portland Pioneers)

    Students from Elizabethtown HS did a fantastic job dialing up an activation strategy as part of the Pioneers’ sponsorship plan. In addition, they incorporated aspects of cause marketing, and recognized the importance of sponsor categories, rate cards, and inventory. Overall, this was a really impressive challenge response from the Portland Pioneers front office.

    Some highlights:

    • Primary sponsor (Columbia Sportswear): Great job partnering with a very on-brand naming rights partner with Columbia, and that sets up nicely for all the planned activations including signage, merchandise opportunities, branded transport (cool idea!), Columbia branding on team plane and team buses, and more.
    • Secondary sponsor (Snapple): Love the digital activation with the game day scavenger hunt featuring QR codes with prizes redeemable onsite at Snapple branded kiosks and stands, nice job including advertising as part of the activation, including TV spots, and out of home throughout the city.
    • Secondary sponsor (Old Spice): Super creative activation with the release of a limited edition Portland Pioneer scent for shampoo and for men and women as an extension of the partnership. Providing samples on game days will provide a lot of value for the sponsor, and tying an in-game, season-long promo will help to increase exposure and awareness. Interesting idea to allow signage on seats, but some potential there with Old Spice-branded seating. Great cause marketing program as well with the Old Spice sacks for charity promotion throughout the season.

    Overall, this was a really nice challenge response from the Pioneers front office!

    Montgomery County High School, Missouri (Salt Lake City Scorpions)

    We loved to see Montgomery County High School students prioritizing accessibility to tickets for their fans. The Scorpions front office makes it easy for fans to find and purchase game tickets, along with mobile ticketing plans to make it easy to exchange and forward tickets, and enter the stadium on game days.

    We also thought it was a great idea to include group benefits and incentives for group leaders, bundling things like concessions (including the team’s soon-to-be game day favorite, the Scorpion Burger), parking and merchandise offers with packages to add value, to maximize group ticket sales for the team’s inaugural season. Last but not least, the front office put together a fantastic promotions calendar (and a “golden ticket” promotion that offers lots of potential).

    Promo calendar highlights:

    • DC Comics Day the first 30,000 people who show up will be receiving mystery capes featuring Batman, Superman, Flash, Wonder Woman, and Aquaman…interesting approach considering the popularity of DC-rival “Marvel Comics” themed promotions throughout the industry right now.
    • Utah Jazz Night – Great cross promo and giveaway promo with a “mystery item” between a scarf and an ugly sweater. The scarf will have a Scorpion logo on one side and a Jazz logo on the other and the ugly sweater will be Jazz and Scorpions colors.
    • Bobblehead and Jersey Nights
    • Family Night
    • “Pastrami Burger Night”
    • Pink Ribbon Night- The first 2,000 fans to purchase tickets for this event will receive a voucher for our exclusive GO PINK Scorpion shirt! The event features a $4 discount off the regular price of tickets in select locations.
    • College Student Day- first 30,000 college students to enter can bring their specialized ticket to the concession stand or gift shop to receive an item of their choice

    Love the offseason promos as well, including celebrity flag football event, on field movie night, concert night w/ post alone etc.

    Really nice job Scorpions front office!

    Miami Valley Career Technical Center, Ohio (Dayton Jokers)

    MVCTC students dominated this challenge, putting the Jokers front office in position to pull off an epic come from behind win in this competition. SO many great ticket sales ideas, and a fantastic execution of a sponsorship activation strategy.

    We loved the idea of a membership card, and featuring benefits at sponsor locations along with ticket buying opportunities, promos, and discounts will also help to build loyalty among the fan base in the team’s inaugural season.

    One thing that really stood out in terms of sponsorship was the effort the team put into making sure sponsors would generate a return on the investment, making sure to maximize value through exposure, driving traffic to stores, engaging fans on social media, helping to create promotions to boost sales etc. That is so important to any sports franchise if they hope to create long-term partnerships.

    It was also a really smart strategy to leverage media partnerships, including social platforms like Insta and Snap, in ways that the team can really benefit. We also thought it was a cool idea to collaborate with Madden NFL 23 for a cross promo.

    In terms of ticket sales and promotion, the Jokers’ plan included a full menu of options for fans, including full season promos, In-Venue promos, On-Field, event promotions and more. They also made sure to tap into a rivalry game for a promotional opportunity.

    The Jokers front office really nailed this challenge. Great job MVCTC students!

    Helena High School, Montana (Oklahoma Outlaws)

    It was very evident that the customer is the priority in Outlaw country. Helena High students put an emphasis on service and fan experience at every opportunity with their sponsorship, ticket, and promotions plan, and the strategy is a solid one. Making ticket buyers and fans feel valued by both the franchise and the team’s sponsors is sure to help to build a loyal following in the city.

    Some highlights from the Outlaws front office ticket plan:

    • End of season “thank you” parties for season ticket holders
    • Free shuttle service and a beverage on game day for season ticket holders
    • Great sales strategy with a referral plan, rewarding season ticket holders who refer other fans to purchase season tickets
    • Family meal deals with the inclusion of a gas card from a sponsor
    • Actively utilizing social media to promote ticket sales packages
    • Using digital tickets

    The Outlaws front office also did a great job developing a variety of sponsorship packages in a tiered system. They demonstrated a firm grasp on the concept of inventory through the various packages, including some creative sponsor opportunities with parking garage naming rights.

    Another nice effort from students at Helena High School!

    Grant High School, Oregon (Honolulu Fire)

    There are plenty of highlights from the Fire front office ticket, sponsorship and promotion report as Grant High School students tackled sports marketing challenge #5 with great success. One of the most innovative ideas from the Fire was the use of NFT technology to allow the ticket sales function to serve multiple purposes, not only allowing fans entry to games, but also providing fans with a collectible while allowing the franchise to capture valuable consumer data. The data can then be used to inform fans about upcoming promotions, ticket specials, and more, all while helping to build fan loyalty. From the team’s report: “All of our tickets will use NFT technology, this allows tickets to become similar to trading cards. Out of the 65,000 tickets, we will sell per game, 500 of them will be digitally signed (and authenticated) by Hawaii Fire Players which increases ticket value. Once the ticket is purchased, the digital ticket would be accessible through the app and text/email confirmation, allowing fans to easily access their ticket. The QR code on the digital ticket links to the NFT ticket as well as a “Fan Profile” which each fan will create when they purchase a ticket. Each fan can use their profile to keep track of the rewards and discounts they earn. When a vendor scans the QR code, they can see the discounts the fan has and can apply those to the items they are trying to purchase. This improves efficiency on the storefront and ensures each fan gets their rightful discount.”

    The Fire also plans to provide fans with an option for paper tickets, as many fans still prefer a hard copy as a collectible. This has been an actual issue that teams across the industry have been grappling with as they transition to digital/mobile ticketing services so it was nice to see Grant HS students recognize, and address, that challenge.

    Most importantly, the Fire front office communicated a clear plan for both the franchise’s service and SALES strategy. This might be the most detailed sales and service strategy we have seen in the history of this competition, and anyone who works in sports will tell you how much emphasis is placed on the sales function of every organization. The Fire addressed plans for lead generation, sales (and service) training, upselling, direct sales, personal selling, referrals, customer service, and more. Really, really impressive!

    Fantastic job Grant HS!

    SCC FFL 2022 STANDINGS AFTER CHALLENGE #5

    SchoolTeam Total Points
    Grant High SchoolHonolulu Fire1243
    Miami Valley MVCTCDayton Jokers1240
    Blacksburg High SchoolVirginia Beach Tridents1237
    Helena High SchoolOklahoma Outlaws1237
    Woodbridge High SchoolSan Antonio Spiders1233
    Montgomery CountySalt Lake City Scorpions1226
    Elizabethtown High SchoolPortland Pioneers1222
    Northwest HSSalt Lake City Mountaineers1216
    Wichita EastKansas Knights1215
    Tolland High SchoolSan Antonio Spartans971
    Five Star Magnet AcademySalt Lake City Maniacs970
    Carl Sandburg High SchoolToronto Coyotes731
    Kent CTCBerlin Badgers730
    Los BanosSanta Cruz Prairie Dogs727
    Kent ISDPortland Wildcats722
    Bigfork High SchoolSalt Lake Pronghorns707
    Kellam High SchoolToronto Taipans485
    Richardson High SchoolPortland Lumberjacks480
  • SCC FFL 2022: Sports Marketing Challenge #4 Recap & Scores

    SCC FFL 2022: Sports Marketing Challenge #4 Recap & Scores

    Entries are in for the fourth sports marketing challenge in this year’s competition with just two to go! 

    Every year, this is one of the most fun challenges to evaluate, in part because we see so much creativity with fan experience strategies, but also with the attention to detail that some of our competing teams go through in designing and creating their stadiums. As always, there were some great submissions this year.

    We have some separation at the top of the leaderboard, but the top five in the standings has become very crowded, with a three-way tie in second place.

    Points have been distributed for each team’s response to the Fan Experience / Stadium Design component of the competition (sports marketing challenge #4). Updated standings are below as well as highlights featuring several particularly creative, unique and strategic stadium designs, amenities, and fan experience strategies. 

    Woodbridge High School, Virginia (San Antonio Spiders)

    The Spiders’ front office has been impressive all year, and they continued to bring it with their response to the fourth sports marketing challenge (fan experience).

    Woodbridge HS students submitted an excellent plan for enhancing fan experience on game days, paying particularly careful attention to traffic and parking management. We also thought the conversion of Whataburger Stadium to a “cashless stadium experience” was a great way to improve the fan experience, while making customer service a priority to build a strong relationship with the fan base.

    We really liked the “Web club” idea…what a great way to add value for premium seat holders while also generating additional revenue for the franchise.

    The Spiders front office also did a fantastic job weaving community together with the overall fan experience, and we are really digging these tees as part of the team’s “Crucial Catch” initiative.

    Of course, a quality fan experience at the stadium requires good food. Woodbridge students nailed it here, appealing to Spiders fans with a concessions menu loaded with Texas staples.

    Great job Spiders!

    Wichita East High School, Kansas (Kansas Knights)

    Perhaps the most unique (and eclectic) stadium food ideas in this year’s challenge came from Brandon Reith’s students at Wichita East High School. Consider the following offerings at Knights’ games this year:

    • Chocolate-dipped pretzels ($5.50)
    • Hot dogs topped with macaroni and cheese ($7.75
    • Burgers with pizza slices as the buns ($8.75)
    • Soft-serve ice cream with toppings ($4.25)

    Other highlights from a very thorough fan experience plan from the Knights’ front office:

    • Mascot involvement throughout the game, keeping stadium energy high at all times
    • Consistent entertainment options to keep fans engaged
    • Making sure the stadium offers great sightlines from every seat in the stadium along with plenty of access to video screens so fans don’t miss any action
    • Prioritizing fan safety
    • Really cool stadium feature with a “castle” structure in the south end zone (similar to the Tampa Bay Buccaneers’ pirate ship feature)
    • Sustainability stadium features like use of wind and solar power

    Great job from by Knights front office!

    Tolland High School, Connecticut (San Antonio Spartans)

    The Spartans’ front office did a really nice job integrating the team’s primary sponsor (Hormel) with the fan experience, and tying that in with a popular food dish in the area (chili is the official state dish of Texas), by offering dozens of chili stands around Hormel Stadium on event days.

    We also though the Spartans’ parking, tailgating, and traffic plan was sound, and there were some pretty fun game day traditions here that will be sure to get fans amped up on game days. The Spartans’ front office was also one of only a few teams to put an emphasis on activities outside the stadium, which is something that would definitely contribute to the fan experience on game days.

    Well done!

    Northwest High School, Ohio (Salt Lake City Mountaineers)

    The fan experience plan in response to sports marketing challenge #4 from Northwest School students was really well done.

    The team’s app, streamlined in a way to make navigating the stadium easy on game days, is sure to improve the fan experience as fans arrive at the stadium and throughout the game. We also loved the integration of VR and metaverse application, with lots of cool features that will take fans behind the scenes. This enhances the fan experience not only on game days but spans multiple points of engagement.

    The Mountaineers’ front office also did an excellent job leveraging technology to improve the experience and insure the safety of fans, ranging from biometric screening and contactless purchases, to stadium amenities like seats that offer heating/cooling features. The team also did a nice job making sure fans with disabilities are accommodated, and we thought it was a nice touch to provide them with key cards for easy, private elevator access. The stadium itself appears to be a modern architectural marvel as well, with tons of tech opportunities.

    Last but not least, we thought it was a fun idea to feature a nacho challenge at games: “With our Nacho Challenge you have 15 minutes to eat 2 pounds of nachos. For complete this challenge you would pay $30 for the nachos. If you are able to complete the challenge within the specified time you will receive a T-shirt from the team shop and special recognition during an announcement on the Jumbotron.”

    It has been fun to watch the Mountaineers’ improve from challenge to challenge, and this was the best submission yet! We look forward to seeing what NWHS students come up with in response to challenge #5.

    Miami Valley Career Technical Center, Ohio (Dayton Jokers)

    Not surprisingly, MVCTC students really brought it with their fan experience plan, making sure they are still in position to challenge for this year’s trophy. The entire plan was dialed-in on many levels, and very on-brand throughout. In particular, we thought the list of game day preparations demonstrated a keen attention to detail, and that was something we have not seen before in this competition.

    The Jokers’ front office came up with a number of really cool stadium amenities, including:

    • Wifi towers
    • V.I.P parking under the stadium
    • Charging ports in premium seating areas
    • Casino under and inside the stadium
    • Dashmart (DoorDash) concession food delivery for pick up
    • Special “Dealers Den” VIP seating area
    • Team Museum (History of the Dayton Triangles)

    We also really loved the idea of putting a QR code on the scoreboard where fans can easily scan the image for quick access to information about the stadium, including directions, and things like ticket pricing and specials or deals available around the venue on game days. We also really liked the idea of using the code to “unlock” a fan satisfaction survey, helping the franchise to create an even better fan experience in the future.

    The Jokers’ front office had some great ideas for in-game promotions and entertainment, including “Last Laugh” after the team wins a home game, “Joker’s Jackpot” dropping foam coins after a win, halftime shows, flyovers, air shows, a hype video to lead the team onto the field, fireworks and more. All will no doubt contribute to an excellent fan experience at Dayton Jokers Stadium.

    Other highlights included great technology features like AR features, touchscreen stadium maps throughout the stadium, filters on the Jumbotron during the game, creative concessions items (menus accessible by QR code placed on each seat of the stadium which also allows fans to order right from the app and delivered to their seat), and a great plan for managing traffic, tailgating, and parking.

    Really knocked this one out of the park. Great job MVCTC students!

    Helena High School, Montana (Oklahoma Outlaws)

    Another strong effort has Helena High School students in the thick of this year’s SCC FFL championship hunt. Maintaining the theme of establishing a family friendly brand, the Outlaws’ fan experience plan appropriately focuses on ways to create a fun, energetic, and safe atmosphere on game days.

    To help accomplish these goals, the front office has implemented some innovative solutions for tackling issues every stadium faces on event days, like mapping a parking plan to ticket holders’ seating to make it easier to get in and out of the stadium and back to vehicles. They also encourage public transit, which is conveniently located adjacent to the stadium, along with areas designated for ride sharing services like Uber/Lyft and taxis. They also communicate clear rules and procedures for tailgating, designating specific areas where tailgating is allowed, to create as safe of an environment as possible for fans on game days.

    The Outlaws front office also did a nice job leveraging technology to enhance the game day experience, including the integration of biometric security for stadium entry, along with built-in features within the app to help manage things like parking, transportation, in-game and in-seat features, and more.

    Stadium features were also impressive, including climate control and safety to protect against tornados, important in Oklahoma. We liked that the effort to tie in naming rights still included team branding with Outlaw Field at Imperial Stadium (Imperial Oil and Gas as the naming rights partner) and the stadium design certainly incorporates elements of Outlaw imagery.

    We were also impressed with the Outlaws’ game day entertainment, including a game script detailing everything from national anthem to promotions between quarters, and recognizing the important role game operations plays on game days. We haven’t seen that type of investment in game ops in this competition before!

    Overall, another really impressive effort from Helena High School!

    Five Star Magnet Academy, Florida (Salt Lake City Maniacs)

    We really enjoyed the creativity from FSMA students on this challenge. This isn’t the first time we have seen Nike as a naming rights partner for a stadium, but it is the first time it has been called the Just Do It Dome. Love it!

    We also thought it was a really interesting concept to include a hotel as part of the stadium build, offering fans onsite lodging options on game days (and non-event days as well as a means for generating some incremental income). In fact, we would love to see a team actually consider something similar…that could certainly open up a lot of really cool fan experience and fan engagement opportunities!

    In addition to the hotel, the Maniacs’ front office offered some really neat stadium amenities, including a skating rink and make-shift “mountain” for snowboarding and snow tubing in the winter months, and Kidz Zone in the summer.

    Last but not least, we were really impressed to see FSMA students address the concept of economic impact, explaining how the stadium will bring employment to the area while providing a boost to local restaurants, retail stores, hotels and more.

    As another newcomer to the competition, it has been really fun to see Five Star Magnet Academy students improve after each challenge, and this submission was another shining example. Keep up the great work Maniacs!

    Grant High School, Oregon (Honolulu Fire)

    There are too many highlights to recap with the Fire front office response to challenge #4, but here were a few of our favorites:

    • Traditions / Fan Experiences
      • Local restaurants setting up food trucks and tents to serve food around the stadium on game days, and beach volleyball will be set up on Queens beach along with local musicians playing throughout the park and games for fans of all ages
      • “Weather in Hawaii is not always the greatest, so it may be hard to keep the mood of fans high in heavy rains (or in the rare chance that we are losing). Haka is a mood boosting dance that will keep players and fans in an excited and positive mood.  It would intimidate the opposing team and would be performed during exciting moments and at the start of the game.”
    • Digital / Tech
      • The team will broadcast the game on the stadium’s glass roof
      • The Hawaii fire will offer an alternative to in person games by having significantly cheaper, ¨Virtual On-Field Experience¨ tickets
      • Real-time stats during games on the team’s app
      • Unique NFT tickets and blockchain integration: “Our unique NFT tickets will allow a safer ticket owning experience free of the clunky, unsecured QR code system and allows the fans to actually own the tickets they purchase. This method will also allow for the safe resale of tickets and gives us a secure way to see which fans visited which games and when.”
    • Game-Day –
      • Each seat in the stadium will feature screens with the game broadcast
      • The team will partner with Kahoot to make a fun, interactive experience for lucky fans where, during every home game, one section of the stadium will be selected each half to participate in a Kahoot quiz with a chance to win prizes
    • Stadium features –
      • Location – The stadium is located on the Ala Wai Golf Course in Honolulu, HI. The golf course is clear and ready for construction. The area offers views of Diamond Head, the Koolau mountain range, and the Waikiki skyline. The stadium would sit to the east of Honolulu, allowing for a stunning view of the city. 
      • Sponsored areas
        • “Pool zones” sponsored by a local waterpark in Honolulu where fans can watch the game from a swimming pool
        • Heart of Te Fiti park by Disney – On the concourse there will be a designated kids area.
      • Community
        • Both inside and outside the stadium, there will be sections of wall where local artists can show off their talents by painting murals that depict Hawaiian culture. Artists can select a section of wall, where their artwork will be displayed permanently, showing how we are forever connected to the community and culture of Hawaii. 

    To illustrate the attention to detail and the amount of research that the Fire front office conducted for this challenge, consider the franchise’s approach to fan safety (this is verbatim from the team’s fan experience report) – “Because Hawaii is an island, In the case that an eruption or tsunami would occur, (every 2-3 yrs, once every 12 yrs) vertical evacuation structures would be put in running along the main emergency exit doors to move people above and out of harm’s way. For volcanic eruptions, the roof titanium or tungsten with triple reinforced roofs will be installed in case heavy ash/lava flow might come close. We will mitigate this issue by providing clearly outlined evacuation routes and exit signs all across our stadium. In the event of a tsunami, we will have alarms sounding and our staff will help to evacuate everyone out of the stadium where they will use the city’s evacuation plans.” REALLY impressive stuff from Grant High School students and very nicely done by the Honolulu Fire front office.

    Blacksburg High School, Virginia (Virginia Beach Tridents)

    As has been the case throughout the competition, there is so very much to like here from the Tridents front office.

    Highlights include:

    • Great positioning strategy by promoting only fresh and quality ingredients at food locations in premium seating areas and luxury suites, , and very on-brand with a lot of seafood items throughout the stadium
    • Some cool stadium amenities with options for heating or cooling with cupholders and seat warmers for sale in merchandise areas, an indoor pool and kid’s playground (Guppy Tank), and an outdoor pool in the south end zone (The Lagoon)
    • Catering to community and supporting military with a private “Veterans Only” tailgating areas and parking spots
    • Providing a great game-day atmosphere pre-game by featuring the team mascot, dance team, and more around the stadium and in the parking lot

    SCC FFL 2022 STANDINGS AFTER CHALLENGE #4

    SchoolTeamTotal Points
    Grant High SchoolHonolulu Fire995
    Blacksburg High SchoolVirginia Beach Tridents990
    Helena High SchoolOklahoma Outlaws990
    Miami Valley MVCTCDayton Jokers990
    Woodbridge High SchoolSan Antonio Spiders986
    Montgomery CountySalt Lake City Scorpions980
    Elizabethtown High SchoolPortland Pioneers977
    Tolland High SchoolSan Antonio Spartans971
    Northwest HSSalt Lake City Mountaineers971
    Five Star Magnet AcademySalt Lake City Maniacs970
    Wichita EastKansas Knights970
    Carl Sandburg High SchoolToronto Coyotes731
    Kent CTCBerlin Badgers730
    Los BanosSanta Cruz Prairie Dogs727
    Kent ISDPortland Wildcats722
    Bigfork High SchoolSalt Lake Pronghorns707
    Kellam High SchoolToronto Taipans485
    Richardson High SchoolPortland Lumberjacks480
  • SCC FFL 2022: Sports Marketing Challenge #3 Recap & Scores

    SCC FFL 2022: Sports Marketing Challenge #3 Recap & Scores

    We are only halfway through our annual fantasy football sports marketing competition and we are already starting to see some separation at the top of the standings.

    Congratulations to Matt Kabza’s students at Grant HS in Oregon for maintaining their first place spot, but several other schools are still within striking distance, threatening Grant’s hopes for back-to-back titles.

    Points have been distributed for each school’s response to the Public Relations / Community Relations component of this competition (sports marketing challenge #3). Updated standings are below as well as a few individual shout-outs for particularly strong PR plans.

    Blacksburg High School, Virginia (Virginia Beach Tridents)

    Blacksburg High School students continue to churn out great ideas while demonstrating a strong understanding of the sports business concepts that this competition is focused on teaching. Top to bottom, the Tridents communications plan was one of the best we saw in this round of the competition, and we thought the crisis management strategy in particular was very well constructed. They were proactive in developing contingency plans in case negative press were to arise, which will certainly pay dividends in times of a PR crisis.

    We also thought there were some great ideas for building support for the franchise throughout the community, and some interesting ideas, including a very on-brand initiative with local Friday Fish Fry events during the season. The Tridents’ idea of hosting community events and state championship games at the stadium is a great way to not only build a sense of community and connection with the fanbase but also an opportunity to generate revenue through ticket sales. Many other professional leagues offer similar programs tied to ticket sales efforts, and we could see this being a massive success in football.

    Overall, another really nice effort from the Tridents front office.

    Grant High School, Oregon (Hawaii Fire)

    There is quite a lot to unpack here with the Hawaii Fire response to the third sports marketing challenge. Jam-packed with community relations initiatives, the Fire franchise will no doubt make an immediate splash in the Honolulu community in the team’s inaugural season. As always, the report was really well organized, and the strategy was well developed. Not only did they establish strong core community outreach activities, they also had a very specific plan for communicating information about those activities to fans through a promotions plan.

    Some highlights:

    • “Volcano Rush” fan experience opportunity as part of an annual fan fest to get fans excited about the team’s inaugural season
    • Monthly “Beach Pickup” community involvement initiative to help keep the beaches of Oaha clean, including player and staff volunteers to help encourage more locals throughout the community to participate in the effort
    • Free youth football camps to teach youth about the sport
    • “Surfing for Sea Life” surfing competition to raise awareness and money for ocean conservation
    • Establishment of “Hawaii Fire Nature Foundation”, created with team profits, that will engage in a variety of sustainability initiatives including include ocean trash cleanup, planting and preserving local flora, supporting endangered or threatened species and more
    • Strategic community partnerships with local organizations like Hawaii Academy of Recording Arts, Hawaii Conservation Alliance, and Hawaii Wildlife Center

    However, it wasn’t just a robust commitment to community relations, the team also submitted a fantastic media relations plan, including a very detailed sample press kit, and a really impressive press release demonstrating the understanding Grant HS students have of crisis management.

    REALLY nice job from the Fire front office!

    Helena High School, Montana (Oklahoma Outlaws)

    Another challenge, another strong response from students at Helena High School. In addition to showing a really firm grasp on key PR and communications concepts, the Outlaws front office submitted some fantastic community relations ideas.

    Nice job explaining not only what type of advertising the team will invest in to communicate key community relations initiatives, but also what the message will be and how the team hopes the message will resonate in a way with the fan base that it will build goodwill for the franchise. We also thought the “flash-mob with the mascot” PR stunt was a fun way to generate publicity, and smart thinking to make sure the event is family-friendly to keep it consistent with your organizational goals from the first sports marketing challenge and the team’s marketing plan.

    In general, Helena students did a nice job recognizing the important of taking fans behind-the-scenes and creating as many access points with players as possible. There is no better way to help forge a relationship with the local fan base than to make them feel that they are appreciated by the players and the organization. The Outlaws’ front office has established a plan that goes above and beyond to make sure that is the case in Oklahoma.

    We look forward to seeing what the Outlaws’ front office comes up with for challenge #4!

    Montgomery County High School, Missouri (Salt Lake City Maniacs)

    The communications and PR plan in response to sports marketing challenge #3 from Montgomery High School students really checked all the boxes with a strong community relations plan, great ideas for managing PR, and a media relations strategy that will help bolster the team’s overall communications with stakeholders.

    To insure the franchise establishes itself as a pillar of the community, the Maniacs front office will make its staff and players visible and available for public appearances, along with prioritizing initiatives like the visitation of hospital and care units and fundraising for local causes (we loved the “picnic basket dash” idea to auction to raise money along with the trivia night fundraisers).

    In addition, MCHS students had a sound crisis management plan in place, with a thorough plan for addressing any negative publicity that may arise. Overall, nice work from the Maniacs front office!

    Miami Valley Career Technical Center, Ohio (Dayton Jokers)

    MVCTC students crushed this challenge with creativity! We loved the extra effort that the Jokers front office put into this challenge (they even created an actual website to communicate key information to fans), along with some really outside-of-the-box thinking.

    The Jokers’ “House of Cards” PR stunt was a great idea, building a house of cards at halftime of a game would certainly generate some headlines, keep fans engaged and entertained, and bring visibility to the stunt’s corporate partner, and it was a nice way to augment a very good overall communications and PR strategy. We thought there were a lot of really nice touches to the community initiatives, like sending Joker Christmas cards to help build relationships during the holidays, along with making sure the players are involved in the community through virtual interactions and public appearances. For example, who says parades can only take place to celebrate a championship? And, in a very on-brand community relations effort, the Jokers are all-in on Halloween activities on and around the stadium and community.

    We thought the Jokers front office established the best media relations plan in this challenge by placing an emphasis on creating meaningful relationships with local and media to provide fair and consistent coverage of the team. Also, great idea to carve out a special Jokers-themed section of the local sports newspaper (appropriately called the “Jokers Suite”) to communicate team information like game results, team announcements, acquisitions, standings, and more. Last but certainly not least, we thought it was a brilliant idea to create a “Hard Knocks” style mini-series in partnership with Fox Sports Ohio and local radio. Fans will definitely build a connection by watching “Jokers: Ante Up” in the team’s inaugural season.

    Great job MVCTC students!

    Woodbridge Senior High School, Virginia (San Antonio Spiders)

    There was a lot to appreciate in this challenge response from students at Woodbridge Senior High School. Nice job researching existing NFL community relations issues and piggybacking on that with the NFL360 program, along with the NFL Cares foundation. Smart idea and a good cause to tie in with the current crisis in Florida with the team’s efforts to support hurricane relief efforts.

    The Spiders front office did a great job leveraging social media as a communications tool, helping educate fans about all the organization’s community relations efforts, including the team’s “The Spider Care Foundation”, which will provide care to fans and residents in San Antonio that are in need and focus on major issues occurring in San Antonio.

    Really nice job from the Spiders front office!

    SCC FFL 2022 STANDINGS AFTER CHALLENGE #3

    SchoolTeam NamePoints Possible
    Grant High School (OR)Honolulu Fire746
    Blacksburg High School (VA)Virginia Beach Tridents743
    Helena High School (MT)Oklahoma Outlaws742
    Miami Valley MVCTC (OH)Dayton Jokers740
    Woodbridge High School (VA)San Antonio Spiders739
    Montgomery County (MO)Salt Lake City Scorpions737
    Elizabethtown High School (PA)Portland Pioneers736
    Carl Sandburg High School (IL)Toronto Coyotes731
    Kent CTC (MI)Berlin Badgers730
    Five Star Magnet Academy (FL)Salt Lake City Maniacs728
    Tolland High School (CT)San Antonio Spartans727
    Los Banos (CA)Santa Cruz Prairie Dogs727
    Northwest HS (OH)Salt Lake City Mountaineers726
    Wichita East (KS)Kansas Knights725
    Kent ISD (MI)Portland Wildcats722
    Kellam High School (VA)Toronto Taipans485
    Bigfork High School (MT)Salt Lake Pronghorns482
    Richardson High School (TX)Portland Lumberjacks480
  • SCC FFL 2022: Sports Marketing Challenge #2 Recap & Scores

    SCC FFL 2022: Sports Marketing Challenge #2 Recap & Scores

    Two challenges in and the leaderboard is crowded at the top. Our new (“rookie”) school participants have performed extremely well so far, making for a very competitive field…nearly everyone is still in the mix for a run toward the top of the standings.

    Points have been allocated for the second round of sports marketing challenges (branding) and the updated standings are available at the bottom of this post. We also wanted to highlight a few of the best (and most creative) responses submitted in this round.

    Blacksburg High School, Virginia (Virginia Beach Tridents)

    Blacksburg students impressed once again with a fantastic response to the branding challenge. From team colorways and logo to a season slogan and great uniform design, the Tridents’ front office seems to be in it to win it this year.

    One of the things that really stood out was the emphasis the Tridents placed on the development of not only establishing the brand but also building the foundation for long-term brand loyalty. Prioritizing brand loyalty is paramount to any expansion franchise, and Blacksburg students knocked this one out of the park.

    The Tridents front office created a number of great brand extensions, including the integration of fun game day traditions (the team mascot, King Neptune, diving into the stadium’s pool and raising a trident at the start of every game to get the crowd going), introduction of brand ambassadors like Pharrell Williams and Mark Ruffalo who represent the Virginia Beach community and featuring some “on-brand” concessions items like seafood at the stadium.

    We also liked the detailed list of the wide variety of licensed merchandise available to Tridents fans. It is obvious that this group put a lot of time and energy into this challenge. Really well done BHS students!

    Carl Sandburg, Illinois (Toronto Coyotes)

    Great to see the attention to detail that went into the development of the Coyotes brand from Carl Sandburg HS students, right down to the colorways used to create the team’s colors. The Coyotes front office will use Vegas Gold and Graphite as the team’s primary colors, with black, white, and putty as secondary colors.

    We also really loved the “Strength of the Pack” slogan for the team’s inaugural season, communicating a sense of community that will encourage strong support and loyalty from the fanbase. Calvin the Coyote as the mascot will surely be a hit with fans, and having Drake and Ryan Reynolds, both with Canadian roots, will help build excitement for the team.

    We thought there were some fun game day traditions here, a sound merchandising strategy, and certainly a nice touch to introduce alternate uniforms.

    Nice job Coyotes front office!

    Elizabethtown High School, PA (Portland Pioneers)

    Picking up where they left off, the Pioneers’ front office really crushed it in the second challenge. This certainly seems to be a team making a big jump from year one to year two in this competition. We really loved the concept behind the team’s colorways, and this was the first time we saw a color-coded description of the team’s decisions relating to team colors.

    Elizabethtown HS students offered a color-coded description of the franchise colorways for the team’s inaugural season.

    The team logo was much more than just an image, it featured symbolic elements that were expressive of the team’s overall brand identity.

    From the Pioneers’ branding report: “The wagon on the left represents the long treacherous travels that pioneers took migrating to the western lands in the 1800s in sights of freedom. The white mountain located in the top of our logo represents a symbol for spiritual peace and freedom. And lastly located on the right side of our logo we have an actual pioneer, his rugged cowboy complexion is a symbol for strength and unity. The wheel also has the team name at the top of it. Also at the bottom is the date that the team was established. The label contains all of The Portland Pioneers colors and is displayed on the helmet.” Good stuff from Elizabethtown students!

    Some other highlights include:

    • Great slogan with “Pioneer Proud”, immediately ingratiating the team and its brand with the community and local fanbase
    • Nice looking uniforms that incorporate all the team’s brand elements
    • Awesome mascot with “Chuck the Beaver”
    • Lots of great ideas for brand extension, including a Pioneers-branded wagon equipped with t-shirt cannons to launch sponsored / branded merch into the crowd
    • One of the most unique licensed merchandise items we have seen in the history of this competition with co-branded camping tents in partnership with team sponsor, Coleman, along with other merchandise with partners like REI, Bass Pro Shop, and Patagonia

    The Pioneers’ front office has really established itself as a contender this year. We look forward to seeing how they respond to challenge #3!

    Five Star Magnet Academy, FL (Salt Lake City Maniacs)

    We loved the alternative uniforms celebrating veterans, really cool idea that will certainly help boost Maniacs’ merchandise sales. FSMA students introduced one of the best distribution strategies we have seen in this competition as well, making it very easy for fans to find and purchase team-branded merchandise, including onsite at the stadium shop, online on the team’s online store, and at retail locations including Dick’s, Bass Pro Shop, malls, outlet malls, and a partnership with McDonald’s that includes Maniacs-branded toys in local Happy Meals.

    Some good ideas here from students at Five Star Magnet Academy. Nice job Maniacs’ front office!

    Grant High School, OR (Hawaii Fire)

    Grant High School students have really raised the bar in this competition. Not surprisingly, the defending champs and Fire front office response to the branding challenge was, well…fire.

    Overall, an excellent description of how all the branding elements come together to determine the team’s colorways: “Red creates and represents a lot of feelings; excitement, passion, energy, and action, all of which our fans will experience when watching the Hawaii Fire. Out of the varying shades of red, we decided on a lighter red, which is similar to the color of lava. This will also pop out when placed on our jerseys and merchandise. We decided on black as a primary color, which is seen as intimidating and blends well with a variety of merchandise to increase sales, along with being a similar color to Hawaii’s many volcanoes. Our next color is orange. Orange pairs well with both red and black and gives contrast while still paying homage to the fiery volcanoes of Hawaii.”

    Additional highlights:

    • Awesome mascot with “Koa the Rumbling Volcano” who is the focal point of all the franchise community relations efforts, like beach/nature cleanups, in addition to game day duties to inspire the crowd
    • Very on-brand game day entertainment with fire dancers, ukulele players, fire breathers etc.
    • Local brand ambassadors, beginning with the team’s QB (Hawaii-native Marcus Mariota), Dwayne Johnson and Jason Momoa
    • Very unique collection of branded merch items featuring a Hawaii Fire branded surfboard, ocean beaded bracelets w/ proceeds going to charity, swim trunks, bikinis and speedos
    • Extending the brand with concessions items at the stadium like hawaiian shaved ice and lava cake
    • Interesting idea to host an exhibition event on a US Navy aircraft carrier on Veterans Day, including offense vs. defense beach charity volleyball event

    Overall, a fantastic effort from Grant HS students!

    Helena High School, MT (Oklahoma Outlaws)

    Another fantastic effort from students at Helena High School in this competition…Really loved how the Outlaws’ front office brought together so many aspects of community as part of the branding strategy, including the team name, logo, and colors to represent not just the city but the entire state of Oklahoma:

    • “We chose the main colors dark red and blue because the original Oklahoman flag has a dark red background, and the current Oklahoma flag is a blue background with a mostly tan crest. Also, many people refer to the soil in Oklahoma as red dirt, which is one of the reasons we utilized red in our color choices. We will also include accents of tan/orange, which tie into the large tan wheat fields throughout the state, as well as in the state crest. Oklahoma is the nation’s fourth largest wheat exporter and agriculture is an extremely important part of Oklahoma’s culture, heritage, and history. The logo includes these colors as well, as a homage to the people of Oklahoma. The primary logo is an outlaw with a hat with Oklahoma Outlaws in the outside of the outlaw. Note the state of Oklahoma on the hat! The secondary logo is the outlaw only. We wanted to make sure that our brand fully represents Oklahoma and its people. The logo gives a nod to the wild west days that Oklahoma was once a part of. Cowboys, ranching, and outlaws have been part of Oklahoma’s history for more than a century and we wanted to make that was incorporated in our design.”

    We LOVED the clever slogan, “Ropin’ in the Win”, totally on-brand and a great way to build excitement for the season. Another thing that really stood out with the Outlaws’ branding report was prioritizing brand image and developing a brand that represents family values. This is a really smart strategy and will allow for all future marketing initiatives to be more targeted, effective, and efficient. We also appreciated seeing the attention to licensing, and the understanding of how the franchise will benefit from a sound licensing strategy as it looks to maximize merchandise sales.

    Overall, really nice work from Helena High students!

    Kent Career Technical Center, MI (Berlin Badgers)

    Smart strategy to dial up a branding strategy that would incorporate as many elements as possible to connect with fans throughout Germany, and designing a logo that ties in with the German flag seems like a great way to go.

    Also, the Badgers mascot, “Schnitzel”, might be the best we’ve seen in this competition. Loved the idea of incorporating the mascot with some of the merchandise items, including a Badger-themed mask.

    Nice job Badgers’ front office!

    Woodbridge High School, VA (San Antonio Spiders)

    Some really creative branding from Woodbridge High School students in this challenge…

    Highlights include:

    • A “Whataburger X Spiders” co-branded reusable cup that offers free soda refills at home games all season long, along with another co-branded promo with sponsor Pizza Hut offering a Spiders-themed signature pizza available on game days with 8 slices, the same number of legs as a spider, for $8.88
    • Great family branding with “Toni the Spider” mascot
    • Love the idea of promoting the “top 5 most popular Spiders merch collection” to create demand for branded merch
    • Weaving sustainability in with the franchise branding to help position the team favorably within the community and sports fans as a whole, great idea to follow the lead of the Dolphins with a goal of becoming the 2nd NFL franchise (and the first in Texas) to completely eliminate the use of plastic products at the stadium
    • Leveraging Halloween as an opportunity to build the brand with spiders being used in so much of the holiday’s imagery, along with the game day tradition of using streamers to create a web in the crowd every time the team scores…unique traditions like that can certainly help to build brand loyalty with your fan base!

    A job well done by the Spiders’ front office!

    SCC FFL 2022 STANDINGS AFTER CHALLENGE #2

    SchoolTeam NameTotal Points
    Grant High SchoolHonolulu Fire497
    Helena High SchoolOklahoma Outlaws497
    Elizabethtown High SchoolPortland Pioneers496
    Blacksburg High SchoolVirginia Beach Tridents495
    Woodbridge High SchoolSan Antonio Spiders493
    Montgomery CountySalt Lake City Scorpions492
    Kent CTCBerlin Badgers490
    Carl Sandburg High SchoolToronto Coyotes490
    Five Star Magnet AcademySalt Lake City Maniacs488
    Tolland High SchoolSan Antonio Spartans487
    Los BanosSanta Cruz Prairie Dogs487
    Northwest HSSalt Lake City Mountaineers486
    Wichita EastKansas Knights485
    Kellam High SchoolToronto Taipans485
    Kent ISDPortland Wildcats483
    Bigfork High SchoolSalt Lake Pronghorns482
    Richardson High SchoolPortland Lumberjacks480
    Miami Valley MVCTCDayton Jokers248
    Heritage HSAugusta Elks244
    West Forsyth 0
    Roslyn High School 0
    Brighton 0