When Miami and Virginia Tech officially joined the ACC last summer, no one expected the schools to have an immediate impact in basketball. But almost midway through conference schedule, the Hurricanes and Hokies both find themselves in the middle of the standings.
Virginia Tech’s and Miami’s surprising successes can be partly attributed to each schools’ 3-1 home record. Through extensive marketing efforts, the newcomers have focused on bringing their loyal football fans to the arena to cheer on their up-and-coming basketball teams.
At Miami, the basketball team’s tagline for the season, “This is the ACC — Are You In?” has helped to drum up support.
“It’s a call to action,” said Ross Bjork, associate athletic director for external operations at Miami. “It’s very simple, but very meaningful.”
Because Miami’s men’s basketball team was eliminated from the school’s athletic program from 1970 until 1985, the administration is working to expand a relatively young fan base.
“I think that it’s going to be a continuing learning process in terms of educating our student body and folks about the ACC,” Miami head coach Frank Haith said. “There is no more passionate, enthusiastic league in the country.”
“They had posters of the coach and players and a commercial with the slogan,” said Jessica Anaipakos, a freshman at Miami. “It’s working. No one went to the first three games, but now everyone goes.”
Attendance at men’s basketball games this year has averaged about 3,600 people per game, up more than 1,000 from last year. Additionally, the program sold its highest number of season tickets ever this season.
“The numbers play out to show that the ACC has had a great impact on our program,” Bjork said.
At Virginia Tech, the athletic department has tried to use the school’s football success to enhance support for the basketball program.
“We’re working real hard to try to be a school where basketball is as important as a sport like football is for us,” said Tim East, assistant director of athletics for marketing and promotions at Virginia Tech.
To do so, the Hokies’ marketing and promotions department developed a basketball highlight video set to Metallica’s “Enter Sandman.” The song is also featured in a video that is played prior to Virginia Tech football games to invigorate fans.
The video debuted at the team’s game against Virginia Jan. 27.
For the first time in school history, the 1,400 season tickets reserved for students were sold out. In addition a new lottery system has helped in distributing the 2,900 individual game tickets for which members of the 25,000-person student body were vying.
Next season, Boston College will join the ACC as the 12th member of the conference. The Eagle’s sports marketing department is expecting fan turnouts similar to those of the Hurricanes and the Hokies.
“Everyone up here is looking forward to it,” said Barry McNulty, general manager at Eagle Sports Marketing. “We’re still going to have to let people know [about the games], but the last time Duke came here it was crazy. Any time teams like North Carolina or Wake Forest come, it’s going to be a tough ticket.”
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