• Loading stock data...
Sunday, July 21, 2024
Join us this September for Tuned In Request to Attend

University of Florida Looks to Drive Engagement With On-Court Projection

Florida - basketball - marketing

(*Old Hat is a proud partner of Front Office Sports)

There’s only one Red Panda, and for every iconic on-court performance, there is probably 10 organizations who could use the same thing to get fans out to a game.

Although the University of Florida has experienced a run of success across its basketball, gymnastics, and volleyball programs that would make most schools envious, like many programs, finding ways to drive the ever-elusive millennial or Gen Z fan to a game can prove difficult at times.

Beyond a typical t-shirt or free Chick-fil-A — because, let’s be honest, outside of pizza nothing gets people to show up like Chick-fil-A — the athletic department and its marketing department have found success through the creation of engaging on-court projection.

Alicia Longworth, assistant athletic director for marketing and promotions for the University of Florida Athletics Department, credits the new technology for delivering a 360-degree solution that allows the department to score wins in marketing, attendance, and even recruiting.

“The longer that I’ve been in this business, when it comes to recruiting or anything that we are doing, it really all is just marketing. We’re trying to engage fans, we’re trying to engage potential student-athletes, and we are trying to engage donors. It is all connected and to have a solution like this that touches everybody has been really good for our programs across the board.”

Not only was the solution versatile, Longworth and the staff at Florida teamed with Old Hat to deliver graphic solutions for different sports.

From volleyball to basketball and even gymnastics, each of the programs have their own unique look, adding a new element to the game or match experience at the Stephen C. O’Connell Center.

“It’s different per sport because the brand of Florida Volleyball is different than the brand of Florida Gymnastics and the brand of Florida Basketball,” said Longworth. “We like to keep them all Gator-themed but thanks to the versatility of the solution as well as with the help from Old Hat, all of our programs that play at the (O’Connell) center are able to create their own experience for fans.”

Longworth also credits Old Hat with helping them keep the designs fresh.

“It’s honestly different ideas that we presented Old Hat with that they have been able to run with and provide us with suggestions. Like any good partnership, it’s a very collaborative effort.”

READ MORE: How Augmented Reality Is Propelling Iowa’s Sports Coverage

As someone who has spent over a decade inside college athletics, Longworth has seen what it takes to compete at the highest levels with other programs. Doing that involves taking a risk at some points, and being one of the first movers in terms of on-court projection has paid dividends for the athletics department.

“Competing at the highest level and competing within the league that we are in is a challenge for us day in and day out to stay ahead of that curve, especially with solutions that can engage more than just a student-athlete or our students on campus. Our question to our administration when we got the projection was, ‘Do we want to be like everyone else five to six years from now, or do we want to be on the front end of the trend?’”

[mc4wp_form id=”8260″]

The answer has given college sports a new trend to replicate — complete with cutting edge technology, new marketing solutions, and untapped engagement opportunities.

(*Old Hat is a proud partner of Front Office Sports)

Copy Link
Link Copied
Link Copied

What to Read

The Road to the Return of ‘EA Sports College Football’

This summer, the biggest development in college sports is virtual.

A Year Into Josh Harris Era, Commanders Unable to Fully Break From Past

It’s been one year since Dan Snyder sold the Washington Commanders.
podcast thumbnail mobile
Front Office Sports Today

‘EA Sports College Football 25’: It’s More Than a Game


Featured Today

Jan 7, 2024; Nashville, Tennessee, USA; Jacksonville Jaguars wide receiver Calvin Ridley (0) reacts after scoring a touchdown against the Tennessee Titans during the first half at Nissan Stadium.
July 14, 2024

Without Hard-Line Bans, Pro Athletes and Personnel Will Keep Betting on Sports

Penalties often aren’t stringent or consistent enough to deter banned behavior.
Oct 2, 2021; Miami Gardens, FL, USA; NFL commissioner Roger Goddell speaks during the Don Shula Celebration of Life at Hard Rock Stadium.
July 13, 2024

The NFL Is Confident It Can Overturn the Sunday Ticket Verdict

The league may have good reason to believe it can win.
July 8, 2024

NFLPA Report Cards Have Become the ‘Talk of the Locker Room’ Across..

NFLPA report cards have become the ‘talk of the locker room.’

Lamar Jackson, Troy Aikman in Legal Battle Over the Number Eight

The two quarterbacks both have trademarks with the number.
July 9, 2024

Arch Manning Will Be in EA’s ‘College Football 25’ After All

The NCAA’s most famous backup had previously opted out.
July 11, 2024

Everything To Know About the Jaylen Brown–Nike-Olympic Beef

It starts, as it often does, with a carefully parsed emoji.

TopSpin 2K25 Brings the Legends of Tennis to Your Living Room

2K sports is reviving a classic with TopSpin 2K25.
June 26, 2024

Hot Dog PR Mavens Claim Joey Chestnut Beef Is All Real

The Shea brothers insist the Chestnut drama is genuine.
June 13, 2024

Everything You Need to Know About the Schism Rocking Competitive Eating

The business story about hot dogs that you never knew you needed.
June 12, 2024

Fanatics Dives Into Ultra-Niche With G League Trading Cards

The company will take over the NBA license in 2025.
May 21, 2024

Lawsuit: Florida Football Coaches Made False NIL Promises

The quarterback says UF backed out of a $13.85 million NIL agreement.