There are lots of things wrong with major college sports, and my local paper featured one of those things in today’s paper. The problem? It’s featured as something to cheer about.
This headline graced the front-page of today’s sports section: “Rebranding goes deeper than a new logo.” Above the fold are nine photographs showing new logos for the University of North Carolina at Charlotte, a school known athletically as the 49ers.
One of the illustrations is the rebranded logo on the 49’ers basketball court. Another shows the ‘Niners logo. Three photos show men’s basketball tops. The remaining four shots are football-related. The article points out that the most visible programs, namely football and men’s basketball, “had resurgent seasons” in 2019.
Mike Hill (photo, UNCC)
“The whole concept…is to evoke an image of strength and boldness,” said UNCC AD Mike Hill, “and that we’re embracing momentum.” The momentum Hill refers to is UNCC’s first-ever bowl appearance, and a 16-13 men’s basketball record–the program’s first winning season since 2013-14.
UNCC plays 18 men and women sports in D-1’s Conference USA, including basketball, soccer, tennis, baseball, golf, track & field, cross country, softball, volleyball, and football. But only two sports–football and men’s basketball–were featured in the article. Women’s basketball coach Cara Consuegra was quoted once, but no uniforms/logos were shown for women’s sports.
In both theme and tone, what strikes me about the article is the elitist, one-sided, and myopic treatment–all to celebrate a refashioned logo.
Yes, the football team indeed played in its first bowl game, but it was the Makers Wanted Bahamas Bowl game, played in a 15,000-seat soccer stadium against another 7-5 team (Buffalo). And as for ‘resurgence,” you have to spin big-time to call a 13-loss year ‘resurgent.’
But even worse, as I see it, is that this ballyhoo comes amid a pandemic. You would think that UNCC, a state-funded school, would focus on something more significant.
But Hill thinks this is big, something that will resonate with current student-athletes and help attract future students to Charlotte. It will make “our university and athletics program an exciting choice for them,” he asserts.
Perhaps Hill is right–as long as it’s football and men’s basketball.
