“Rivalry weekend”
There’s something magical about college football. I’m from the south, so obviously I’ve been raised to believe that college football is an important part of life, but every year on the Saturday after Thanksgiving also known as “Rivalry weekend”, I am reminded of this magic.
On this special Saturday, friends gather and agree to disagree. They don’t hide their alliance, they wear it proudly, boldly, even foolishly. They join together in food and fellowship and then go to their separate corners of the stadium to yell and taunt to each other. Tens of thousands, sometimes hundreds of thousands of people who have absolutely no influence on the outcome of the game pour their heart and soul into the actions and decisions of barely 20 year old men they have not and probably will not ever meet. It’s magical.
It’s magical because of the power of connection that those colleges, universities, institutions have made between their brand and their fans. They have built authentic connections with former students and also ones who never attended. They have built traditions and legacies so that their fans can create memories as a part of their own stories. When it’s your alma mater, it can be easy because you have years of shared experience says with your fellow alumni, but even when it’s not your school there are ways to feel included.
Sure, from a business standpoint, the universities need to grow their fan base, but you don’t see them out there actively trying to sway the fans from one side to another. They simply do what they do in the way they do it every day. It’s not just the branded T-shirts and the fight songs, it is a consistent commitment to their identity.
You too have fans, and you too have a brand identity. And just like those colleges on game day, how you manage your brand and nurture the relationship with your fans will determine your success. Success, however, is not always about if you win or lose the game.
Sure, it’s easier to be a fan of the winning team, but as a fan of the losing team this weekend, I can tell you that I don’t love my alma mater any less because they lost to their instate rival. I don’t want to be a fan of the other team just because they won. My connection is so deep that when I say I bleed white and gold, it’s only a small exaggeration.
That’s what’s so magical about college football, the football itself is probably the least important part of the story!