(Varsity Partners are a proud partner of Front Office Sports)
Recently, Varsity Partners deepened their engagement with the community of college athletics through the first in a new series of web-hosted conversations called “Sideline Sessions” Their first session gave college athletics administrators the chance to discuss ideas and concepts regarding the future of college athletics.
This week will introduce the second session and focus on branding and identity within college athletics. Sideline Sessions 2.0: Common Brand Sense will be led by Nick Irwin, Chief Creative Officer at Varsity Partners and a practitioner with high-level experience in both brand and design.
“In the latest session, attendees will be getting 15 years of brand experience in less than an hour with simple, bite-size beliefs that they can take with them,” Irwin told FOS. “We want to provide insights and clarity on this subject specifically because it’s so close to us.”
Once an intern at a worldwide brand development firm, Irwin quickly worked his way to a design director role before being part of the founding team at Varsity Partners. Irwin’s resume includes design work for companies and brands across a multitude of industries. In his professional experience, the definition of a brand differs in nearly every single one.”
“The concept of a brand for a physical product, for example,” Irwin explained, “is completely different from the definition of a brand for a sports entity. At Varsity Partners, our collective experience ranges from healthcare to consumer products to college sports and other verticals.”
“We speak about brand as the emotional response to an experience. This session will allow collegiate sports marketers to better understand their own brand and how to leverage it for opportunities to engage further with fans.”
“While the logo is the core of an organization’s identity, things like a team’s jerseys and mascot are incredibly important reflection points,” Irwin said. “So if your identity is consistent, you’re going to be able to achieve department goals, as well as find new opportunities that have not yet been explored.”
Varsity Partners remains on the offensive, providing another tool for athletic department staff members to be proactive for the eventual return of college sports. Nick, along with other members from Varsity, will be hosting the session next week, with details below.
Sideline Sessions will occur on Tuesday, May 12th at 2 pm EST.
Please reach out to Pat Flynn (firstname.lastname@example.org) if your athletic department wants to attend.