Implementing a Sportsmanship Program: Clemson University’s ‘Solid Orange: It’s About Pride’

Abstract

The NCAA promotes good sportsmanship in many aspects of intercollegiate athletics. In 2002, Clemson University created a sportsmanship program that emphasized unity amongst Clemson supporters. Using marketing strategies, community service projects, and public awareness tactics, Clemson developed a model sportsmanship program that promotes pride in ‘our University, its traditions, performance, people, and each other.’ After an introduction of sportsmanship, this case study describes the historical development of Clemson’s ‘Solid Orange: It’s About Pride’ sportsmanship program. The case study describes and critically examines the marketing and public relations strategies undertaken by the university to promote sportsmanship to spectators, players, coaches, administrators, and fans. It is concluded that, despite some of the weaknesses in the program’s planning process, Clemson’s Solid Orange has been embraced by Clemson supporters and serves as a good model from which other universities and athletic departments may develop their own sportsmanship programs.

Keywords:

• sportsmanship
• crisis management
• trademark dilution

Additional information

Notes on contributors

Suzanne M Dodd

Suzanne Dodd is an instructor of Kinesiology at Anderson University. She also officiates as a collegiate volleyball official. Dr. Dodd can be reached at the Department of Kinesiology, Anderson University, Anderson, SC 29621 or [email protected]