The Best Brands in College Football

Another season of college football is here and it’s nearly impossible to not notice the popularity of the fastest growing sport in the land. Apparel sales, TV ratings and everything else about college football seems to improve each year. Not that you would want to, but you can’t escape college football.

The increase of the popularity of college football has paralleled the increased significance of recruiting that programs must do to say ahead of competitors. I've noticed that college football programs have started establishing brands to attract better players just as businesses build brands that will attract more customers.

In this post, I’ll identify the top 3 college football brands in America. This list is based off my general observations and is in no way scientific. Enjoy!

#3 THE UNIVERSITY OF TEXAS

The Texas Longhorns got back on the college football map in 2005 when they won the most entertaining BCS National Championship game that was ever played. The Horns have returned to the championship game only once since then but their brand is not suffering nearly as much as their fanbase. Here’s what the Texas brand has going for it.

The Longhorn Network – Started in 2011, the ESPN-operated Longhorn Network is dedicated to covering UT sports (emphasis on football). I’m not sure of the financials that were involved with this deal but you better believe that it was a nice injection to the athletic department’s revenue stream. Casting your branding image is made much easier with ESPN on your team.

Here’s a sampling of programming you’ll find on the Longhorn Network:

Big Program in a Big State – Texas is one of the largest states in the nation and is filled with football fans. Many of these fans cheer for the Longhorns. Many graduates of UT expand the Longhorn fandom by spanning across the country (and world) as their careers dictate. For branding purposes, UT has a built-in audience, right out of the gate.

Revenue – The University of Texas football program was recently identified as the most valuable team in all of college football, again. With annual revenue exceeding $100 million, the Longhorns have deep pockets – which is most helpful to any brand.

#2 THE UNIVERSITY OF MIAMI

Counting Dwayne “The Rock” Johnson as one of your former players should be enough to build a successful brand for your college football program, right?

True, but there’s so much more to the University of Miami football program’s legacy and lore. Here are the best elements of “The U’s” brand.

Embrace the Culture – The University of Miami football program was started in 1926 but saw no real success until Howard Schnellenberger was hired as head coach in 1979. Schnellenberger noticed all the untapped talent in South Florida and quickly began recruiting local players to The U. Rules were bent before and after the recruitment of these players, who helped Miami win on the gridiron while earning a “bad boy” image across the nation. Many people in Miami and throughout the country embraced this image – a level of acceptance and identification that every brand wants. No other game reflects The U’s brash attitude than the 1991 Cotton Bowl, in which the Hurricanes were penalized for more than 200 yards while winning by 43 points. Please watch “The U” from ESPN Films to learn more about the origins of Miami’s swagger.

Pro Factory – For a long stretch of time during the 1980′s, 90′s and 2000′s, it was not unusual for multiple Miami football players to be drafted in the early rounds of the professional draft. Each year from 1994 until 2008, at least one player from The U was drafted in the first round of the draft. A program’s ability to somewhat guarantee this type of professional success is a definite draw for recruits. Business brands routinely incorporate their success stories into their image.

Hand Signal and Smoke – Attend the introductions of players at any college football game these days and you’ll notice that many, many programs have their players emerge from behind a wall of smoke as they exit the locker room. This tactic was first developed at Miami and has become a widely-adopted motivator. “The U” hand signal is a very popular way to signify one’s allegiance to the Hurricanes. Small identifiers like these are great brand extensions.

#1 THE UNIVERSITY OF OREGON

There’s no other college football program in the country that has a better brand than the University of Oregon Ducks. While the walls of Oregon’s trophy room aren't lined with national championship trophies, Oregon usually fields a highly competitive team. “Style” is a big element of Oregon’s aura and they do a terrific job of making sure their success on the field goes hand-in-hand with their brand.

That Offense – The Ducks will never be included in any conversations pertaining to great defenses but their offense stands out above the rest. No team can fly like Oregon. Known for utilizing speedy players and an extremely fast tempo, the Oregon offense has contributed to the win column many times over the past decade. From their most recent game:

In a recruit’s mind, the Oregon offense equals touchdowns, celebrations and the spotlight. Take a page from the Oregon playbook (pun fully intended) and associate your business’s brand with the equivalent sensations.

That New Football Complex – Gone are the days when college football programs could sway recruits with an offer to be on a good team while attending a good school. Modern players need to be cared for and entertained. That need is met (and then some) by Oregon’s new football complex. This $68 million, 145,000 square foot building features staff offices, a barber shop, a weight room, a medical treatment area, a cafeteria and much more. This facility is the most impressive complex of its kind in the nation. In terms of their brand, the addition of this complex has helped the Ducks associate their program with quality and innovation.

Those Uniforms – We all know the story: NIKE’s founder is an Oregon grad and big-time donor, which makes it very convenient for NIKE to test the latest materials, colors and designs for their athletic gear. There are countless combinations to Oregon’s uniforms and the Ducks lead the way in creative helmet design. That this football program is known for unique uniforms is an important brand factor. Be unique but be successful too.

These aren't the most success college football teams on the field but their brands are highly ranked.