Saturday, November 26, 2011

Is the Penn State Brand Too Tainted for Bowl Selection?

We all feel the disgrace caused by the scandal at Penn State. For many, Saturday College Football is a few hours of sanctuary from real life issues. When that sanctuary is invaded, it affects us all.
With its winning season, Penn State is bowl eligible. But from a branding standpoint, would it be good judgment for any bowl committee to invite a school that is under such scrutiny? Would any major bowl inherit the negativity that currently surrounds the school and athletic program?
This will be a hard decision for any bowl committee. From a financial standpoint, Penn State is a good choice. It is one of the largest schools in the Big Ten and its fan base travels well -- a bowl invitation would ensure a solid revenue and income base for the bowl venue.
Yet, with the ongoing investigation and potential cover-up, how can any bowl committee invite a school that will not only put it on the sports page but also on the front page with further scandal exposure?
Bowl committees should keep in mind that the players did nothing wrong. They deserve to be rewarded for a winning season – particularly making it through the turmoil that they faced this year. Second, the moral and ethical standards of an institution are not fully destroyed by the actions of a few. There is no group of people more disgraced than Penn State Alumni. The shameful actions of a few are shared by many – that is a basic law of brand affinity – you share in both the good and the bad attributes when you establish that affinity. But an institution’s standards and ethics do remain and must be reinforced by all who call Penn State home.
The current scandal should not negate Penn State from bowl play. It can provide the school the opportunity to reinforce its high standards and moral substance and declare to everyone that the institution is stronger than the actions of a few. It would also provide Penn State the opportunity to donate its bowl revenues to a deserving child abuse organization or charity.

There is a need for quality institutions to believe in. A quality Penn State brand is needed for its students, its alumni and by all of us who may not share in the value of the Penn State institution, but in the institution of collegiate academics and athletics.

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