NCAA Centennial Celebration Update

Presented to the NCAA Executive Committee

August 5, 2004

Mission:

To commemorate 100 years of intercollegiate athletics, focusing on 100 years of the student-athlete, in a manner that honors the past, highlights the advocacy and reform initiatives of the present and provides a look into the future. Illustrate the breadth and depth of the Association and share the role it has within higher education and intercollegiate athletics to the general public, media, external stakeholders and the Association?s members.

Objectives

: Increase the public understanding of and confidence in the integrity of inter-collegiate athletics and the connection to higher education.

Increase awareness of and advocacy for the positive values of intercollegiate athletics among the media, the public and within the membership.

Activate the NCAA Centennial celebration as a platform to amplify the Association?s commitment to and focus on the student-athlete. This serves to provide ?evidence? that educates the general public, media, and membership of the value of intercollegiate athletics and the role it plays and has played in society.

Activation

1. Commemorative Bbook.: Project is underway. This is a coffee table book that will highlight 100 years of the NCAA, with an emphasis on the past 25 years. It will tell the story of the student-athlete through photos and graphics, with limited text. It will be distributed to all student-athletes who participate in 2006 NCAA Cchampionships (January 2006 , 2006 through December, 2006) and to key stakeholders (e.g., 2006 NCAA Convention delegates, selected campus and conference individuals, national office staff, broadcast partners and NCAA Corporate Champion/Partners). Budget - $215,000.

2. NCAA Mmaster Ddatabase.: Work has begun on building a master database that will include all former Honors, Walter Byers, and Woman of the Year honorees. Others may be included (e.g., Leadership Advisory Board members, past NCAA Presidents) as appropriate. This will provide a foundation for tracking and communicating with these invaluable resources for 2006 and beyond.

This living evidence of student-athlete excellence will be strategically used (e.g., appearances at championships, participation in clinics, guest speakers at special events) for Centennial events and in future years. A ?relationship program? between the national office and the former honorees will begin in 2005 as staff locates and seeks permission to add these individuals to the database. Guidelines and processes for accessing the database will be developed in 2004-05 in order to effectively manage the requests of the individuals within the database. Budget - $50,000.

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This living evidence of student-athlete excellence will be strategically used (e.g. appearances at championships, participation in clinics, guest speakers at special events) for Centennial events and in future years. A ?relationship program? between the national office and the former honorees will begin in 2005 as staff locates and seeks permission to add these individuals to the database. Guidelines and processes for accessing the database will be developed in 2004-05 in order to effectively manage the requests of the individuals within the database. Budget - $50,000.

3. 2006 NCAA Convention.: The 2006 NCAA Convention will launch the official celebration.

Selected former Theodore Roosevelt Award and Silver Anniversary Award honorees and key figures from the past will be invited to participate in forums, panel discussions and the 2006 Honors program. These 40-50 high-profile NCAA stakeholders (e.g., descendants of President Roosevelt, former Honors honorees, former selected NCAA senior staff, key figures in NCAA history), provide an excellent opportunity to advance the positive messages of the NCAA to the media and general public who will be invited to attend selected Convention functions. Budget - $120,000.

Staff has begun the process to officially add one day to the 2006 Convention. , bBusiness would begin on Thursday, January 5, and special programming would occur on portions of Friday, Saturday and Sunday, January 6-8. The Convention would still end business would still end on the Monday.

Staff will actively pursue national media presence (e.g., CBS, ESPN, CSTV, Fox Sports) for the Convention and selected ancillary events.

General programming for the Convention will include discussions on current issues and reflections on moments in NCAA history that significantly affected student-athletes or the Association. High-profile current and past NCAA stakeholders can engage in debate and discussion with the membership. Staff will arrange interviews for the high-profile individuals with the media and for internal use. Programming will be captured on video for future web applications, etc. Budget - $30,000.

a. Honors program enhancements.: The Honor?s Dinner will become an Honor?s Presentation held at the Murat Theater (capacity 3,800) and will include several format changes to better feature the honorees and selected former honorees. Several celebrity hosts may be used. This more media-friendly approach will hopefully provide more coverage and better on-air broadcast time. A pre- or post- event reception will be held in lieu of dinner being served. The general public will have significant ticket access to this event for the first time. Budget - $200,000 (for increased production/staging, operations, etc.).

b. Special Eexhibits.: Special exhibits celebrating the 25 year anniversary of women?s champion-ships and one that commemorates the charter members of the NCAA towill be displayed at the Convention. The display infrastructures will be re-used for promotional purposes at NCAA Championships, meetings and atfor future Conventions. Budget - $200,000.

c. Street pole and building banners.: To provide banners at key points downtown and for street poles downtown during selected time frames during the Centennial year. Budget - $20,000.

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4.

Centennial ppromotion activation kit. : Member institutions, conferences and affiliate members will be encouraged to use this kit which will include items such as signage, shell print ads and radio/television ads. Extend the reach beyond the athletic department to encompass more of the university community and surrounding community. Budget - $200,000.

5. NCAA Cchampionships-related activation.: Working in conjunction with the Cchampionships anniversaries team to maximize resources, all NCAA championships will play a role in the Centennial celebration.

? Special ancillary events will be held in conjunction with selected championships throughout 2006 (e.g., track and field, field hockey, Men?s and Women?s Final Fours). Budget - $200,000.

6. Media opportunities.: Staff is in the process of soliciting support from the NCAA media partners to produce or co-produce new NCAA programming that celebrates the NCAA Centennial. Discussions with stakeholders will be completed by Ffall, 2004.

After further consideration, it is under discussion that producing vignettes and short features to air as lead ins and/or outs for ESPN properties, CBS, CSTV, Fox, etc., may be much more productive. This type of programming would lead to a feature program or mini-series, hopefully produced by an NCAA broadcast partner. Student-athlete stories, some high-profile, some not will be central to the programming. Budget - $550,000.

Staff will work to fully utilize the existing platforms (e.g., NCAA On Campus, championship coverage, CBS seasonal show) to feature shorts and/or vignettes that highlight Centennial moments. The look and feel of these platforms can also help support the NCAA Centennial efforts.

7. Community.: The definition of ?community? extends far beyond Indianapolis and for this purpose, encompasses the nation.

The NCAA Hall of Champions will develop traveling trunks, cases filled with historical facts and educational items thatitems that can be shipped to teachers across the country as part of their curriculum. Budget ? $7,000.

Existing traveling displays that educate the public on the NCAA and its role in higher education and intercollegiate athletics will have extended schedules for 2006, appearing at high profile locations, in addition to selected NCAA Cchampionships sites. Budget - $30,000.

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8. NCAA nationwide legacy program.: The NCAA will identify one site from each of the 88 championships and develop a legacy program that makes a contribution to the local community, potentially in conjunction with the host institution, broadcast partners and, corporate champions, providing evidence and raising awareness that the NCAA is more than just athletics (e.g., contribution to local school system, donation to community charity, community service project, scholarship program). Budget - $440,000.

Launch a comprehensive community campaign that encompasses campus and civic communities across the country. Budget - $25,000.

9. State/National possibilities.: Commemorative coin, stamp and, government proclamations.,

? Indianapolis.: As home to the national office, Indianapolis plans include the culmination of the year long celebration during the Woman of the Year weekend. Utilize the NCAA Hall of Champions and high-profile individuals to help advance positive messages from intercollegiate athletics while showcasing the academic and athletic achievements of student-athletes. Additional youth clinics, interactive elements (e.g., Beyond the Game, Spirit of Champions) and entertainment can be used as part of the celebration. The feasibility of hosting a parade will be studied. Budget - $65,000.

Other possibilities include : Sstreet re-naming (temporary and permanent), street pole banners, city signage , and special ongoing news coverage (e.g., an NCAA Centennial moment on local stations and in local newspaper) and city/county proclamations. Purchase a postal slug that will meter all outgoing mail from the national office with NCAA Centennial messages and use commemorative letter head/envelopes, etc., for national office business.

10. Professional services.: To assist in the conception, planning and execution of selected activation elements. Budget - $100,000.

11. Budget contingency/additional concepts. : $48,000.

12.

Other concepts. : Many of these can either be executed at little or no cost by the Association or be developed to partner with corporate champions/partners, broadcast partners or other entities as appropriate to help offset expenses.

a. Compile an The NNCAA Top 100. These could be ? wweb based nominations where the general public ?nominates? a top 100. This can lead to online voting and/or in-store, or usevia cell phone, etc. Possibilities include things such as the top 100 NCAA moments, top 100 student-athletes, top 100 coaches, etc.

b. Conduct a Ssports relay across America. Participants would be nominated by schools and/or public.

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c. Collaborate with corporate champions to create Centennial moments and use a portion of their media buys to support the Centennial during both NCAA and non-NCAA programming on radio and television.

d. Develop secondary platforms (e.g., internet component, radio, commercial publications such as ESPN the Magazine, Sports Illustrated, Sports Business Journal. SBJ) to complement the broadcast portion of the Centennial.

e. Compile the Greatest moments or student-athletes as selected by individual schools and conferences.Have members schools and conferences select their greatest moment and/or student-athlete.

f. Invite Have memberNCAA schools and conferences submit something that signifies a key moment in their history and exhibit at the Hall of Champions or develop a traveling tour.

g. Collaborate with Reach out to affiliate organizations who may be celebrating a key anniversary.

h. PGet proclamations/letters of congratulations from government officials from all states.

i. Compile ?oral histories or video histories? from significant individuals past and present.

j. Create a traveling exhibit (e.g., BTG scale), featuring video, interactive kiosks and appearances by current and former student-athletes at each stop.

k. Creation of a 1906 display.

l. CoordinateOrchestrate ?Experience the NCAA? nationwide where member schools give away tickets, host events on campus, host town hall meetings to discuss issues, etc., and integrate with an NCAA Cchampionship ticket giveaway for championships that are not sold out. This allows the public to ?sample? the product.

m. Host ?throw back? events on local campuses or as part of selected championships where re-enactments occur, e.g., origins of lacrosse, first women?s college basketball game.

n. Create a commemorative poster.

o. Invite former student-athletes attending NCAA competition to be a part of pre-contest or in-game ceremonies, e.g., acknowledge at half-time, between sessions, etc.

The National Collegiate Athletic Association

July 124, 2004 JLJ:yeg/sawNCAA/6/21/04/JLJ