Both the University and the National Collegiate Athletics Association are hoping innovative marketing strategies will score increased enthusiasm for the upcoming basketball season.
Although not a direct response to the NCAA's efforts to bring more enthusiasm to college basketball, the University's athletic program is unveiling a new marketing scheme that revolves around the slogan "Last Ball in U-Hall" and focuses on honoring the closing of University Hall prior to the opening of the John Paul Jones arena next season.
The marketing program includes putting up light-pole banners, T-shirt giveaways to the first 1,000 people at the first several games and a series of other events and giveaways.
Furthermore, because of the push last season for a student spirit group at basketball games, the Hoo Crew -- formed with the hopes of achieving the intensity and reputation of Wake Forest's Screamin' Demons --- will have its own section. Members of the Hoo Crew must come to every game wearing a special T-shirt and will sit in a reserved section in the bowl next to the band.
"Our fans feed off of what our students do, and having a group such as the Hoo Crew can only help that," said Hunter Yurachek, the University associate athletics director for marketing and promotions. "It's our hope, and the hope of the group that formed the Hoo Crew, to grow that group and especially have an impact when we move to the John Paul Jones Arena."
The National Collegiate Athletic Association recently has purchased the ownership rights to the National Invitation Tournaments held each year at the beginning and end of the college basketball season in Madison Square Garden. The NCAA hopes to transform the preseason NIT into a tournament comparable to the Final Four at the end of each season.
The NIT, which formerly was owned by the Metropolitan Intercollegiate Basketball Association composed of four universities in the New York City area, was turned over to the NCAA after four years of legal battles. This deal does not include the women's NIT, which is not operated by the MIBA.
"The NCAA is going to change the complexion of how the NIT is handled," said Kent Barrett, NCAA associate director of public and media relations. "People are going to look at it as the signal that basketball is underway. Beginning this year, we are going to start trying to promote it as the official beginning of the basketball season."
NCAA officials are hoping to generate more fan interest in both the men's and women's college basketball seasons and hope that the NIT will serve as a rallying point of enthusiasm and anticipation for the start of the men's season. Officials, however, said it is going to take several years to build the NIT up to the status of the Final Four.
"I think that the NIT needed some more excitement," Yurachek said. "NCAA purchasing the rights to the NIT will make it a better tournament and event and not the consolation event that it had become."
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