A Story to Tell: Taking the National Stage

Athletics Administration Magazine –

Armed with a soon-to-be NFL first round draft pick at QB, the Wyoming football program entered last season with high expectations, both on and off the field. The national spotlight was about to shine brightly on the University of Wyoming, and the Athletics Department in Laramie was in need of a way to share the story with its stakeholders.

Enter in Joyce Julius & Associates, Inc., a sports marketing research firm in the business of measuring the exposure impact of branding efforts for more than 30 years. Wyoming engaged JJ&A in the summer of 2017 to measure and value the media attention the football team and future pro Josh Allen were about to deliver.

Fast forward 10 months, one bowl victory, and a NFL Draft later, and the findings were, well… very impressive. According to JJ&A, Wyoming football generated $159 million of exposure value from the combination of game telecasts, news coverage and social media posts referencing the school’s football team.

“For years, I have wanted to quantify the value that Wyoming Football and Wyoming Athletics brings to the university and to the state of Wyoming,” said University of Wyoming Athletics Director Tom Burman. “With the resources and expertise of Joyce Julius & Associates, who specializes in these types of studies, we feel we are now able to document that value.

“This is about more than just the athletics department or the university brand; this is about the state of Wyoming’s brand and trying to measure our value within that brand.”

The JJ&A study revealed a simple fact; people throughout the college football landscape were talking about Wyoming, before, during and after the season. Digitally measured in-broadcast analysis of all Wyoming football game national telecasts, plus multiple NFL Draft shows, captured nearly 22 hours of screen time and 1,100 verbal mentions for Wyoming. The report also documented 83,000 news media references (TV-Print-Internet), and 50,000 social media posts, leading to an overall 5.3 billion impressions.

Burman says Wyoming’s presence on the national stage helps provide the university with a chance to grow enrollment, while improving recruiting for football and all of the school’s other sports teams. The state’s departments of tourism, and economic development, also receive a boost.
“We feel strongly our research is an important part of the conversation when talking about the branding impact made by college athletic programs,” said Eric Wright, president and executive director of research at Ann Arbor-based JJ&A. “It is the same concept that has driven our work with corporate sponsors for decades.”

JJ&A measures and analyzes all forms of media, as well as on-site elements and promotions surrounding branding campaigns. Through the utilization of powerful research tools, such as the digital tracking system Image Identification Technology (IIT) powered by Orpix, and Recognition Grade methodology—which takes into consideration size, location, brand clutter and integration factors—JJ&A delivers accurate, timely and verifiable findings.

A sampling of JJ&A’s other college sports industry clients include: Chick-fil-A, Clemson, Central Florida, Colorado, Dollar General Bowl, ESPN Events, JMI Sports, Kentucky, Louisville, Mid-American Conference, NCAA, Richmond, Rutgers, TaxSlayer Bowl, Temple, Troy, Valero Alamo Bowl, and Xavier.