V M R

            It’s a great year to be a Georgia Tech football fan.  We’re 10-1, ranked 7^th nationally, and headed to the Atlantic Coast Conference Championship Game in Tampa.  The latest news is that head coach Paul Johnson, the mastermind behind Tech’s 2^nd-in-the-nation rushing offense, has extended his contract.  Rumors were abound that Johnson would be a top candidate to replace the embattled Charlie Weiss at Notre Dame next year.   Tech fans were aware of the harsh reality, NotreDame, with their national fan base and lucrative NBC contracts, could out-bid Tech for Johnson’s services.

Sure, at its core, it’s just a game, but we can’t deny that football is a serious business.   If we attempt to classify football as a consumable product, we would most likely declare it an exceedingly popular form of entertainment.  But what separates sports from game shows or reality TV?  Why is there a unique sense of genuine and reverberating consequence attached to the outcome of a football match-up?  Why is it ok to stand up and yell, paint letters on your chest, emotionally agonize over defeat, and elate in victory?

The truth about the sports business is that its product offerings extend beyond entertainment.  Pride is also a product, the quality-control of which is profoundly important.  The careers of the industry’s professionals- the players, coaches, promoters, and owners- all hinge on the franchise’s ability to provide their customers with pride.

There is no deeper brand-bonding then that which takes place between the fan and the franchise.   The bond is powerful enough to make a Chicago Bear’s fan take off his shirt in sub-zero temperatures in the name of spirit.  Imagine what Proctor and Gamble or Starbucks Coffee could do if they were able to inspire a comparable depth of loyalty.  

UPS has come close.  Most people in this country have a strongly positive impression of this organization.  The character of this widespread public support, at times, approaches an emotional plane, a loyalty on the brink of fierceness. 

Interesting to note UPS invests in the sponsorship of a NASCAR racer- a promotion style which all but eliminates the association barrier between a sports contender and a non-sports brand.  No doubt, the fans of “The UPS Car” share in the ups and downs of the racing season.  They refer to the UPS team as “we”. They stand up and cheer when they pull off an upset.  They brag when they win dominantly and sulk away an entire afternoon after a tough loss. 

My personal confession is that I’ve been rocking my Georgia Tech shirts, hats, jacket, and sweatshirt just a little more often this season than in those prior.    I’m very pleased with their current product-line.