College football has an
attendance problem. And no one can figure out why.
It doesn’t make sense, right? College football is more
popular than ever, neck and neck with the NBA as the second-most popular sport
on television. The Big
Ten Network revealed the power of the fan, as distribution battles were won
so legends and leaders could pad their wallets. The Pac-12 jumped in, with
less success. The SEC Network is about to launch as a future ATM machine
for 14 universities.
The game is covered extensively online. The sport is
dissected on Twitter every second of every day. A debate about the speed of
offenses can dominate national headlines in the dead of winter. Signing day has
become a national holiday.
In short, the college football fan is absolutely and
hopelessly addicted to college football.
So why aren’t they all showing up to games? How in this era
of unprecedented growth, an upcoming college
football playoff and unmatched scoring are people staying away?
The problem manifests itself in how I phrased those two
questions – and how college administrators and other writers are looking at the
problem. It’s about they. What’s wrong with them?
The customer is always right, right? Not in
college football.
The theories floated about the attendance decline all focus
in on the fans and students. Some believe they are too into social media. Some
have posited that college kids just don’t
like college football as much as they used. Or they just want
to get wasted. Others think the poor Wi-Fi at stadiums keeps younger fans
away. Is pace of play a factor?
All of these factors play into the exalted “game day
experience” that teams and franchises like to trot out as a way to entice
people to come to the stadium. They promise better food, they promise better
beverages, they promise better Wi-Fi, they promise a better experience – all in
the hopes of you attending a sporting event.
No one has ever bought a ticket for a Georgia football
because of better Wi-Fi access. No Maryland student was ever enticed
to stay past halftime because the food selection improved.
In pro wrestling, they call it “being a draw” – why did you
buy your ticket? If you’ve gone to a WWE show in the past 10-15 years, you’ll
notice the pyro has expanded and the noises are louder and the screens are
bigger. This all enhances the experience. But no one has ever bought a WWE
ticket to watch fireworks. They buy a ticket because they
love Daniel Bryan or hate
John Cena.
What draws people – and students – to a college football
game has changed. Just placing the pigskin on the tee no long ensures a sellout.
College football used to be able to sell an experience and
the draw, as it were, was simply the sport and the notion that you were
supporting your school. It was less a sporting event and more a matter of civic
pride. In 1986, there was no BCS and no billion dollar contracts. Hell, there
wasn’t even a true national champion. I remember as a six year-old, celebrating
with my Domer Dad after Notre Dame won the 1988 national title. But as they
celebrated on the Sun Devil Stadium turf, the announcers were quick to point
out they won a “mythical”
national title.
Fast forward a quarter-century and college football
has changed. Mostly, the BCS
came in and ruined everything, starting in year one. I will never forget
the 1998 season-ending game between UCLA and Miami, both for its pure
awesomeness and pure weirdness.
The Arizona football team, wanting to play in its first Rose
Bowl ever, was rooting for their conference rival to win so they would play in
the Fiesta Bowl, serving as the first BCS title game. Read that sentence again
and you understand the bizarre world we entered.
Things only became stranger when
UCLA lost to Miami and the Rose Bowl – the Granddaddy of Them All – was
their consolation prize. UCLA did not want to play in the game that had been
its ultimate goal for the previous 50 years.
The BCS continued to put so much focus on the top teams and
the national championship that everything else lost meaning. Alabama has played
twice in the Sugar Bowl when they would rather be anywhere else in the world.
Florida – the
fans and the team – didn’t show up to the 2013 Sugar Bowl. Oregon players
openly revolted against the idea of playing in another Rose Bowl during the
2013 season, before karma
nabbed them.
College football is no longer an athletic pursuit. College
football is now a business. College football is a pro sport where the players
don’t get paid.
The leaders can wax poetically about Ohio State/Michigan,
the Iron Bowl and Notre Dame Stadium, but it is now about neutral-site
games in JerryWorld, conference championship games and television
inventory.
This is not necessarily a bad thing, but it completely
changes the dynamic of how people root for their teams. Wins and losses matter
more. Wins and losses mean everything.
And that is college football’s attendance problem – the
sport is now being treated like its pro counterparts.
I live in Washington, D.C., about two blocks from the
Verizon Center. People don’t blindly show up to support the Capitals and
Wizards on a nightly basis. They have to win – and that’s all they have to do –
to get people through the turnstiles. The halftime entertainment, the giveaways,
the food – it doesn’t matter. More people watch the Wizards when they’re above
.500 as opposed to when they’re under .500, unless the opposing team features
LeBron or Kevin Durant.
That is the new reality that college football programs, and
college presidents, need to accept. If you have an attendance problem, it’s
because your team isn’t winning enough. As a Jets fan, I’ll accept 9-7 more
than, say, a Patriots fan would. A Georgia fan is going to look at 8-4 a whole
lot differently than a Minnesota fan would.
I’m a UConn season ticket holder. When Randy Edsall had the
team competing for championships, the Rent’s student section was packed and
loud almost every week, except for the I-AA creampuff on the schedule. When Coach
Gramps was embarrassing himself on a weekly basis, the Rent was empty and
sad.
Scheduling helps the attendance problem – you cannot expect
people to pay up and show up for a glorified scrimmage and maybe
a 13-game schedule would help that. But that is not the root cause of the
problem.
The attendance problem is based now solely on wins and
losses. It will only get worse when a 10-2 Oklahoma team is out of the running
for a playoff spot, in the running for a Cotton Bowl spot and the students
continue to show how much they care by not showing up. It’s playoffs or bust –
just like in the NFL.
No one in college athletics wants to hear that because
that’s the only thing they can’t control. But hey, here’s a hashtag and better
Wi-Fi!
Follow me on Twitter
college kids are stupid. it probably is twitter.
ReplyDeletedoes the author have an email account?
ReplyDeleteHe does. stholeary@gmail.com. Should be viewable on my blogger profile, linked to on the right hand side.
DeleteI sent ya an email awhile back but you haven't responded yet
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