SCC Blog

The “Power of Orange”

In the last blog post, we discussed the marketing efforts of Stanford football to expand their fan base.  Today’s post reviews another collegiate football program and their marketing strategies.  The Virginia Cavaliers campaign for this football season is the “Power of Orange” and provides an excellent case study in the efforts to build tradition.  Obviously, building tradition is often influenced by success on the playing field, and Virginia has certainly elevated the program’s status with the hiring of former NFL coach Al Groh back in 2001.  Heading in to this season, Groh’s record at Virginia was 51-37 and the Cavaliers had been to five bowl games with him at the helm.  Creating a winning culture provides a marketing staff with the momentum necessary for captivating fans and growing a brand. 

This season, Virginia is clearly working to capitalize on the team’s on-field successes, and last weekend’s home game versus perennial college football powerhouse USC provided the ideal platform for unrolling a new marketing campaign.  The marketing folks at Virginia effectively leveraged the hype surrounding the game to push this year’s campaign (Power of Orange).  The fans did their part, setting a Virginia football attendance record (64,947) with the majority of fans clad in Virginia orange.  Today, the Virginia Athletics website offers the following note:  “Thank you fans, for your efforts to “Orange Out” Scott Stadium last Saturday. Don’t forget to bring your Power of Orange Rally Towel back to the game this Saturday against Richmond.”   

The website also boasts that the “Power of Orange is now available…” What exactly does that mean?  Well, it means you’ll be redirected to the Cavaliers’ Team Shop online.  It also means the Virginia athletics department is poised to move a LOT of merchandise (it should be noted that the gear is also branded with a Nike swoosh…consider using that to illustrate the concept of licensing in class).

Now, to the point of building tradition…

Here is an excerpt from the University of Virginia athletics website relating to the marketing campaign:

“UVa Launches Power of Orange”

• ‘The Power of Orange’ marketing campaign builds on UVa’s efforts, since the arrival of head coach Al Groh in 2001, to create a lively environment and sea of orange at Cavalier football games
• UVa will unveil a Power of Orange pregame flag-raising ceremony at the USC game
• Surprise guest celebrities will raise the flag prior to each game
• UVa also will track opponent false-start penalties caused by Power of Orange

Legends Walk Opens at Scott Stadium

• The pergola area at Scott Stadium now features the Legends Walk
• The Legends Walk includes plaques and busts that pay tribute to those individuals for their outstanding accomplishments to the Cavalier football program.
• It ensures their actions and deeds will live on as a testament to their greatness

2008 Football Fan Fest

• UVa’s pre-game Football Fan Fest has expanded this year
• Fan Fest is a family-friendly environment that will be the pre-game rallying point for both UVa and visiting team fans
• There will be food, games and live entertainment available
• It begins three hours before kickoff and end 45 minutes prior to kickoff. For games beginning at noon, the start time will be 10 a.m.
• The outdoor location will be set up on the grassy area outside the O-Hill Dining Hall, with indoor activities set up inside the Aquatics and Fitness Center

This campaign is a great case study for class because there are a lot of sports marketing concepts in play here.  Branding the program with the central “orange” theme is definitely a priority for UVa.  Licensing deals and merchandise sales.  Ticket sales increases.  More excitement around the program opens the door to lucrative sponsorship opportunities.  In the middle of it all is the effort to create new traditions, setting the table for the program’s future success.  Of course, they’ll need the team to perform better than being beaten 52-7 at home for everything to come together…

*** Questions for Classroom Discussion ***

1) What is sports marketing?

2) Explain how and why this provides an example of sports marketing. 

3) Discuss which chapters of the textbook (if you haven’t already, you can download it here) are relevant to this story.

4) As a class, think of ways you can build tradition at your school through athletics. 

* Note to SCC’s Sports Business Program members:  Use this blog post as a class activity to encourage students to create a marketing campaign that involves building tradition…

Posted in Branding, Licensing/Branding, Marketing, Merchandising, Public Relations/Publicity |

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