February 2019 - 8

A.D.MINISTRATION athletic director strategies
marketing
YOUR PROGRAM
Promoting high school sports participation is
mandatory for all athletic directors
By Dr. David Hoch, columnist
The idea that athletic administrators must take
specific steps to promote their programs or encourage
participation may be a foreign concept for some. However,
it needs to be done and it all falls on the athletic director's
shoulders.
Times have changed, and you can no longer assume
that parents and athletes understand the value of high
school participation. As long as there are other options, an
athletic director has to draw a sound comparison between
high school and club sports, and espouse the fantastic
benefits of interscholastic athletics.
The dangers of specialization, and the role that club
sports play in this approach, has been extensively
discussed. In part, athletes and parents may feel that
exclusively playing one sport enhances the prospect of
earning a college scholarship. They might also assume
that club sports present the opportunity to compete
against greater talent.
It might often be the parents who ultimately make the
decision about club sport participation. Therefore, an
athletic administrator needs to market the strengths of
high school participation and explain the real differences
between club and interscholastic sports. High schools
exist to educate young people, and athletics plays a part
in this. Athletic directors must communicate the positive
aspects of their programs, but they shouldn't wait until
high school. This educational campaign has to begin no
later than middle school.
The primary objective of club sports is to win games and
tournaments. They include travel and team garb sponsored
by one of the major shoe companies. It's a showcase for
individual talent. Along the way, athletes may improve
their skills but the main goal is to win.
High school programs embrace the education-based
philosophy. Teams work to improve, prepare and strive
to win games, but there's much more involved. The No. 1
objective is the growth and development of young people,
and this extends beyond sport-specific skills.
The following are some key benefits of interscholastic
athletics that should be emphasized with parents and
athletes.
8 FEBRUARY 2019
1
Life-long qualities and values. In high school,
there's an emphasis on sportsmanship and providing
opportunities to develop leadership skills. Teamwork,
perseverance, humility, respect and a host of other skills
are integral parts of the high school experience.
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4
.Enduring bonds and friendships with teammates.
.While athletes can develop friendships through
participation on a club team, having close, caring personal
relationships with teammates is the norm in high school
athletics. Have you ever heard of a club team holding a
15- or 20-year reunion? It happens regularly in high school
sports, because of the intense interactions as a member of
a team.
.Encourage, promote and facilitate academic
.attainment. This is why we call them student-athletes.
A team member needs to be a student first, and an
athlete second. On the other hand, club sports have no
involvement whatsoever with a player's academic efforts,
success or lack thereof. High school athletics should be an
integral part of the education process.
.Tradition and history. High school athletes are part
.of something bigger. Playing for a high school team
involves more than the current players and coaches. All
previous teams, alumni, school personnel and community
members have a stake in the program. They provide
constant support, and they're all connected with it. Club
sports do not have this tradition, because their brief
association exists for one purpose: Winning a tournament
or championship.
5
.External learning experiences with teammates.
.Community service projects, team dinners and
other activities are important parts of the high school
experience. While these activities involve positive,
enjoyable shared time with teammates, they also
include possibilities to contribute to others and gain
leadership skills. This is an incredibly important aspect of
interscholastic sports.
Once you think about these five benefits, it's time to
develop a plan to accomplish your mission. Since the
decision to play club sports might be made in middle
school, it's imperative that you don't wait until athletes
February 2019

Table of Contents for the Digital Edition of February 2019
