As a communications major, and as a cynical person, I believe that nothing good can ever come from the words, "youth demographic." Especially as it relates to sports.
So imagine my surprise when I read a story in Michigan Today, which contained those ill fated words in connection to...a costumed mascot at the University of Michigan. From athletic director Dave Brandon:
"I'm struck by the fact that when opposing teams come to our stadium, and they bring a mascot, all of our young fans are lined up to see if they can get a picture taken with it, whether it's the Penn State Nittany Lion or Sparty," Brandon told Michigan Today. "That's a little annoying to me.
"You can't get your picture taken with a Block M. Mascots are really embraced by the youth demographic and we want to take advantage of that, for all the reasons that are obvious...Our history and our tradition is great for those of who were there to experience it, or remember it...but there's a generation coming up and you've got to connect with them and keep them excited."
I'm not like ESPN's Michael Wilbon, who detests most mascots and would rather see them banished from the sports landscape. My alma mater has a costumed mascot, Truman the Tiger. Named after President Harry Truman, who was from the state of Missouri. I've been down with Truman for about a decade and a half at this point.
Mascots can be fun, mascots can be entertaining for the kids. I know that when I take my son to events out here at UNLV, he likes seeing Hey Reb around and giving him a high five.
So I totally get what Brandon is talking about.
But I agree with Michigan alum and NFL Network broadcaster Rich Eisen. Michigan should be a mascot free zone.
Part of what makes Michigan, well, Michigan are the maize and blue colors, "The Victors" fight song, the winged helmet (which was not originated at Michigan but is a part of the iconography of the school) and the distinct lack of a mascot.
Nine of the twelve Big Ten schools have on field mascots. Hell, newcomer Nebraska has two with Lil Red and Herbie Husker. Illinois used to have one until the NCAA forced Chief Illiniwek into retirement (and that's a whole other story). So the clear lack of a mascot is a relatively unique position in the conference and on a national level as well.
You know what I think will make Michigan football exciting for the "youth demographic" that Dave Brandon is desperate to reach? It's not a mascot, or "retro-inspired uniforms" or finally playing a night game (although that may help a little bit more than anything else).
It's winning. (Duh!)
Win.
Win often and win big. Beat Ohio State. Beat Nebraska. Beat Michigan State and Penn State. Win your division, win the conference and compete not for Rose Bowl appearances, but for actual BCS Title game appearances.
Because not having a fuzzy mascot like Willy the Wolverine (an attempt that some enterprising Michigan students tried in the 1980s) isn't what will lose you traction with the almighty "youth demographic."
Not having won a national title since 1997 is a much, much bigger ailment.
