The Marketing of High School Sports

Texas Monthly:

If you think high school sports are too slick, too big-time, or too professional, just wait. When this Ohio transplant has his way—and he will—they’re going to get slicker, bigger, and much more pro. Stephenson, the former president of Dave Campbell’s Texas Football, founded Titus Sports Marketing in 2003. The company’s first major deal came a year later, when it sold naming rights for the Tyler Independent School District’s stadium to Trinity Mother Frances Health System for $1.92 million, the largest such contract for a high school ever. In September 2007 Titus also put together the Clash of Champions, a game televised on ESPNU between the best high school football team in Florida, Miami Northwestern, and the best in Texas, Southlake Carroll. Northwestern won the game (hyped as “the biggest game in the history of high school football”) 29—21, but the real winner may have been Stephenson.

Where did you get the idea for Titus?

I knew high schools were looking at ways of maximizing revenue. A lot of districts are looking to give their stadiums a face-lift—to add parking, double the concessions and restrooms, redo the field house. High schools are where colleges were fifteen years ago, and there’s a lot of lost advertising revenue because there’s nobody there to capture it. We’re pioneers. We work with the school district; we sell the assets that they direct us to sell.

Posted by Jim Zellmer at February 25, 2008 8:15 AM
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