[Ed.: “I Have An Idea…” is a series written for College AD by the author of Brands Win Championships, Jeremy Darlow.]
“To create a memorable design you need to start with a thought that’s worth remembering.” Thomas Manss
Why are your stadium and arena walls still bare? You’re missing out on an incredible storytelling opportunity. Every empty wall is a metaphorical marketing canvas to tell a brand story. Unfortunately, few schools use them in such a way.
Unless, as a fan, you’re fortunate enough to have a box seat or are sitting in a corporate suite, you’re typically subjected to wall-to-wall concrete that feels more like the underside of a bridge than a stadium. While fans are waiting in line for a $10 hot dog, they need something to look at. Something to read. With the majority of stadiums missing network connections, their phones are essentially useless. Unfortunately, so are the insides of most of the stadiums in their current form. Change that.
What if you turned the inside of your stadium into a museum? What if your walls were filled with team relics? Jerseys of former greats. Game-used balls from historic wins. One of your biggest opportunities is to tell stories to your youngest and most impressionable fans. Give them something to look at, fall in love with, and remember. Something besides that hot dog.
Jeremy Darlow is a brand marketing professional who, during his time at adidas, has worked with schools like Notre Dame, Michigan, and UCLA, and athletes like Jimmy Graham, Dwight Howard, and Lionel Messi. He works to help NCAA athletic programs and athletes build and elevate their brands to elite levels.