This is an interesting perspective. What is the role of the AD “expanding the brand?”
Is it an ad campaign? That’s all NYS’ Team was, and they could not live up to it.
Uh, do you not understand that the AD's office has a whole communications team. They are the marketing arm of all the sports programs. They provide information and outreach to the media.
So, has there been any branding of our sports? We don't do Midnight Madness for hoops because they were too cheap to police the event properly. Unfortunate thuggery ended them, but they could have just hired more cops to keep the event under control. There should never have been violence. We don't have that at other actual events at the Dome.
"New York's Team" had us in the media conversation and gave TV people some talking points. The Lou Reed television commercial was unique and memorable.
The ADs office is responsible for hiring local agencies (as well as students) to do creative work to promote SU sports on social media.
Orange is the New Fast was good, but any football promotion was abandoned after that "La Familia" video series after the 10 win season led to 5 wins and no bowl. That was the end of any PR around the football team, and despite the secrecy that Babers has been granted, they've still sucked. They completely fell apart last year.
Boeheim has been off-and-on hostile with the media, although he's more mellow now that he is coaching his kid(s). When he and Mike were involved in the Olympics program, that was great PR for the program. Has more been possible? Has better performance been possible? Have they made PR mistakes?
Helping land a $25mm donor. Bringing a number of ESPN personalities to campus.
I’m not sure what an AD can do to expand the brand that is more impactful than having core teams win. His skill set is tailor made for the era of complex media rights (see the PAC 12 hire).
Gross gets criticized but he did hire so many quality coaches to raise up other non-revenue sports programs to national caliber, like soccer, track, cross country, and so on. Our overall score on those President's Cups or whatever they are called, anyway, it's been falling.
Getting big donors is great, but shouldn't we be doing better? We've had lots of successful pro athletes. We tout the university's successful business people all around the country - should more of them be donors? How did UConn, for instance, draw bigger donors than a school like Syracuse? Or Rutgers - although Rutgers maybe
hasn't, since their finances are a mess.