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Rules to remember when creating a sports marketing program

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Rules to remember when creating a sports marketing program

Sports marketers are, or will shortly, start planning promotional campaigns for Major League Baseball’s playoffs and World Series, for the beginning of the National Football League season and Super Bowl, and for the 2026 Winter Olympic Games. For a PR staffer, being assigned to one of those accounts can be a good news, bad news career move because of three important aspects:

1. During my years in the PR business, a sought-after assignment by many staffers was to be assigned to a sports marketing program because they are thought to be glamorous. But being assigned to one can also be detrimental to a career. That’s because sports marketing programs are flagship accounts, and if they don’t work, the client and agency management will look for scapegoats.

2. PR people have the wrong impression about sports marketing accounts. Just because a person knows the difference between a home run and touchdown convinces many PR higher-ups that anyone can get meaningful results from a well-financed program. However, that is not true. Many journalists look askance when approached to do a story about a sports marketing program and most of these stories end up in trade or marketing columns.

3. A sports marketing publicity program must have elements that are different from the usual programs so it does not get lost in the clutter of similar programs, which are ubiquitous.

During my management of many national and international sports programs, I always stressed that one of the most important aspects when crafting a sports marketing program is who to use for publicity appearances.

Usually, the “star of the day” is suggested. And that often results in less-than-expected results for an obvious reason to those of us who were journalists before transitioning to the public relations business: Those current athletes are available to the media every day. And unless the media is offered something new, as I said above, athlete endorsement deal stories usually end up in marketing or advertising publications with minimal coverage in consumer pubs.

Thus, if gaining sponsor identification and earned media is a primary goal, it’s important to select an athlete who is not in the media spotlight on a regular basis. I always preferred retired athletes with credentials that appealed to the media.

Some examples:

When I managed Gillette’s fan election for Major League Baseball’s All-Star Game for eight years, when Gillette was the sole sponsor of the program, I would only use retired ballplayers that were a natural fit for the program — meaning they had to have been on All-Star teams.

The message to be conveyed was that the All-Star Game was the fans’ game and fans had the right to select the players. Among those who I used to spread the message for were Bob Feller, Ralph Kiner, Ted Williams, Ernie Banks and Lefty Gomez. Sports feature writers were anxious to develop articles prior to the All-Star Game, and these “old-timers” provided the stories that game-day reporters would not cover.

I also used retired athletes out of the media spotlight for a while on an assortment of other programs. For Olympic programs, Bob Mathias, the American decathlete and two-time Olympic gold medalist, was a delight to work with, as was baseball Hall of Famer Monte Irvin for Math Baseball, a classroom educational instruction product.

As a journalist and editor before joining the PR business, whose first reporting job was in the sports department — called the toy department by “serious” staffers in those days — before being recruited by a national PR firm and then by the international giant Burson-Marsteller, I brought what I learned during my covering of news to creating news. It was that the best way to promote a client was to realize that reporters and assignment editors aren’t impressed by the person or entity you represent. Instead, the way to gain coverage was to develop story lines that were different from the run-of-the-mill pitches journalists received every day.

Below are some rules to remember when creating a sports marketing publicity program:

  • A sports marketing publicity program can and should be crafted in a manner that will work with or without an athlete as the spokesperson. Example: A sports psychologist is an easy fit; also, because of the interest in preventing injuries to high school athletes or younger, a head trainer from a major sport team works.
  • Programs should be crafted so they can be implemented locally and nationally.
  • Programs should be workable for many years with minimal changes.
  • Think like a reporter. Each story they cover can be approached several different ways. PR people should have several different angles to pitch.

And an important consideration when deciding on an athlete as a spokesperson is to remember that unlike in the past, some of today’s athletes are active in political and social movements, something many clients want to avoid. So choose your athlete carefully.

Arthur Solomon (arthursolomon4pr@juno.com) is a former journalist and Burson-Marsteller senior vice president. He is a frequent contributor to public relations publications, consults on public relations projects and was on the Seoul Peace Prize nominating committee.

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Nevada hires Cal Poly associate head coach Jason Borchin to run volleyball program

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Nevada hired Jason Borchin, the associate head coach at Cal Poly, to run its volleyball program Monday.

Borchin helped Cal Poly win back-to-back Big West titles with an NCAA Tournament Sweet 16 appearance last season. Borchin spent nine seasons over two stints with the Mustangs, serving as assistant coach from 2015-17 before returning to the Mustangs from 2019-25 where he was the team’s recruiting coordinator before adding the associate head coach title in 2025.

During Borchin’s tenure in San Luis Obispo, the Mustangs posted a 184-86 record with eight top-three Big West finishes and three NCAA Tournament berths, those coming in 2017, 2019 and 2025. The Mustangs advanced in each of those tournaments, most recently upsetting No. 5 seed BYU and No. 4 seed USC in Los Angeles to reach the Sweet 16.

“We are thrilled to welcome Jason Borchin and his family to the Wolf Pack,” Nevada athletic director Stephanie Rempe said in a news release. “He brings a wealth of experience, having cut his teeth at the club level and worked alongside several highly-respected coaches. Growing up and starting his career in our region gives him a deep understanding of the culture and talent here. Known for his elite training in the gym, his ability to build strong rosters and his extensive recruiting ties in California, Jason is exactly the leader we need to elevate our program and compete at the highest level in the Mountain West.”

Between his stints at Cal Poly, Borchin spent the 2018 season at Notre Dame. Borchin began his college coaching career as a volunteer assistant with Sacramento State in 2007 and became a full-time assistant coach in 2010. In 2007, the Hornets went 29-8, capturing the Big Sky Tournament title and defeating Minnesota in the NCAA Tournament first round. In addition to his indoor coaching duties, Borchin also served as co-head coach of the Sacramento State beach volleyball program from 2013-15 when the team went 11-23 overall in its first three seasons of existence.

“I am honored to be named the head women’s volleyball coach at the University of Nevada,” Jason Borchin said in a news release. “I want to thank President Brian Sandoval, athletic director Stephanie Rempe and the university administration for their trust in me and belief in my vision for this program. This is an incredible opportunity for my family and me to be part of a university with such a strong tradition and bright future. Nevada has tremendous potential to compete in the Mountain West Conference, and I’m excited to get to work building a program our players, alumni and fans can be proud of. Go Pack!”

A native of nearby Roseville, Calif., Borchin has 18 years of coaching experience between the college, high school and club levels. Borchin played two seasons at Sacramento State, earning first-team All-Big Sky and team MVP honors in 2006. He was second-team all-conference in 2007. He then transferred to Pacific where he played in 86 matches from 2008-10 and was among the team’s top-five players in kills.

Borchin coached club volleyball in the Sacramento area for 10 years and was the head coach of the Northern California Volleyball Club Girls 18s team that earned a fifth-place finish at the Junior Nationals in Dallas. His club head-coaching background began during the 2005-06 season with the High Impact Girls 14s team.

Borchin replaces Shannon Wyckoff-McNeal, who quit earlier this month two seasons into a five-year contract. He inherits a Wolf Pack program that has struggled in recent decades.

Nevada reached five NCAA Tournaments from 1998-2005 but has posted just three winning records in the last 20 seasons, those coming in 2007, 2016 and 2019. The Wolf Pack has finished second-to-last in the MW in 2024 and 2025 with last-place finishes in 2018, 2020, 2021 and 2023, meaning Nevada has placed in the bottom two of the MW in five of the last six seasons.

Last year, Nevada went 8-20 overall and 4-14 in the MW while winning just 17 sets in 18 conference matches. The Wolf Pack’s best conference finish since moving to the MW in 2012 is fifth place. While the MW’s top-three teams this year — Utah State, Colorado State, Boise State — are moving to the Pac-12 in 2026, MW additions UTEP (16th in RPI) and UC Davis (48th) were elite this season with Hawaii (161st) historically excellent.

The Wolf Pack is scheduled to return just two starters from last season (Kamryn Tifft and Jess Walkenhorst) after the transfers of Haylee Brown (Grand Canyon), Audrey Jensen (UConn) and Kinsley Singleton (Oklahoma). Nevada’s home arena, Virginia Street Gym, has seen recent upgrades with a new video board installed before the 2024 season and new playing surface before the 2025 campaign.



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Jason Borchin Accepts Head Coaching Position at Nevada

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SAN LUIS OBISPO, Calif. — Cal Poly volleyball associate head coach and recruiting coordinator Jason Borchin — who helped the Mustangs reach the NCAA Tournament three times during his time with the program — was named the next head coach of the University of Nevada volleyball program on Monday.

Borchin spent nine seasons on the Cal Poly coaching staff across a pair of stints (2015-17, 2018-25), aiding the Mustangs to an 187-86 overall record, two Big West regular season championships and a conference tournament title during his tenure with the program.

“I’m incredibly proud that what we’ve built together here at Cal Poly has opened doors for Jason and his family,” Cal Poly volleyball head coach Caroline Walters said. “We’ve been together for more than half of my coaching career, and that’s a testament to the quality of work he does, but speaks even more to the person, coach, and friend he is. Jason has made a lasting impact on our program, and while he’ll be missed, we’re excited for him as he takes this next step. We wish Jason, Jessie, Colt, Vaughn, and Beckett nothing but the best as they embrace this new challenge at Nevada.”

Borchin, who was promoted to associate head coach for the Mustangs prior to the 2024 season, helped the program reach historic heights in his final season this fall. After defeating No. 1 seed UC Davis to capture the Big West Tournament Championship and punch its ticket to the NCAA Tournament for the first time since 2019, Cal Poly took down No. 5 seed BYU and then No. 4 seed USC — both in five sets — to advance to the Sweet 16 for the seventh time in program history and the first time since 2007.

The Mustangs were the lone unseeded team to reach the Third Round in this year’s NCAA Tournament, serving as the country’s Cinderella story. Cal Poly finished the year ranked No. 21 in the nation, its highest ranking to end a season in 18 years and the first time since 2018 the team ended a season nationally ranked.

After serving as a full-time assistant coach on the Sacramento State volleyball staff for five seasons (2010-14), Borchin joined the Cal Poly staff for the first time in 2015 as an assistant. While serving under then head coach Sam Crosson for three seasons, Borchin aided the Mustangs to a Big West regular season championship and an NCAA Tournament appearance in 2017.

In 2018, Borchin served as an assistant coach at Notre Dame before returning to Cal Poly in 2019 to be an assistant coach and recruiting coordinator for the Mustangs during Walters’ first season as the head coach. Borchin served in that role for four seasons before being elevated to associate head coach in 2024, helping Cal Poly capture a Big West regular season title and a conference tournament championship in his final two seasons.

Across his nine seasons with the program, the Mustangs saw 42 players earn All-Big West Team honors, eight named to the All-Big West Freshman Team, seven secure All-Region praise and four grab AVCA All-American status.

Prior to beginning his coaching career as a volunteer assistant at Sacramento State in 2007, Borchin played for the Hornets’ men’s team for two seasons (2006-07) before transferring to Pacific, where he appeared in 86 matches from 2008-10. The Roseville, Calif. native graduated from Pacific in 2010 with a degree in sports sciences.



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Track & Field Releases 2026 Schedule

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BABSON PARK, Mass.— After a 2025 spring season that was highlighted by four All-East region selections and one athlete competing at the NCAA Championships, Babson College veteran head men’s and women’s track & field coach Russ Brennen officially announced the 2026 schedule on Monday.

For the second year in a row, the Beavers will open the season in Myrtle Beach, S.C., at the Alan Connie Shamrock Invitational on March 19-21. The Green and White come back to New England for the UMass Dartmouth Corsair Invitational on March 28.

Babson starts a busy month of April at the Coast Guard Invitational in New London, Conn., on April 4. The Beavers will be in Medford, Mass. the following weekend, beginning with day one of the Tufts Multi-Meet on April 10 and day two as part of the Tufts Invitational on April 11. The Green and White will wrap up the regular season at MIT’s annual Sean Collier Invitational on April 18.

The post-season begins with the New England Women’s and Men’s Athletic Conference (NEWMAC) Championships at Coast Guard on April 24-25. The Division III New England Championships are slated for May 1-2 in Springfield, Mass.

Top qualifying competitors will go to the Farley Inter Regional Meet at Williams College on May 8-9. Selected Beavers will compete in the Last Chance qualifying meet at MIT on May 14, attempting to qualify for the NCAA national championships, which are at Veteran’s Memorial Field Sports Complex in La Crosse, Wisc. on May 21-24.

 



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Men’s Volleyball No. 2 In Big West Preseason Poll

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IRVINE, Calif. – The University of Hawai’i men’s volleyball team was picked second in the preseason Big West coaches’ poll while a trio of Rainbow Warriors were named to the seven-member preseason team – setter Tread Rosenthal, outside hitter Adrien Roure, and opposite Kristian Titriyski.
 
UH received 22 total points and trailed preseason favorite Long Beach State (24 points, 4 first-place votes). UC Irvine (21 points) was third followed by a three-way tie for fourth between CSUN (9), UC San Diego (9), and UC Santa Barbara (9).
 
Hawai’i returns five starters — Tread Rosenthal, Adrien Roure, Kristian Titriyski, Justin Todd, and Louis Sakanoko — and 12 lettermen from last year’s squad that finished 27-6 and advanced to the NCAA Championship semifinals. Rosenthal and Roure were AVCA first-team All-Americans while Titriyski was named to the second team.
 
LBSU had two players on the preseason team – Alex Kandev and Skyler Varga – while UCSB (George Bruening) and CSUN (Jalen Phillips) both had one.
 
The Rainbow Warriors, who captured their fourth Big West Championship title last season, were picked No. 2 in the AVCA Preseason Top 20 Coaches poll behind UCLA. Hawai’i garnered seven first place votes, two more than Long Beach State, who was third.
 
2026 Big West Preseason Coaches’ Poll
Rk. Team – Points (1st Place Votes)
1. Long Beach State – 24 (4)
2. Hawai’i – 22 (2)
3. UC Irvine – 17
T4. CSUN – 9
T4. UC San Diego – 9
T4. UC Santa Barbara – 9
 
2026 Big West Preseason Coaches’ Team
George Bruening, R-So., Outside Hitter, UC Santa Barbara, Newport Beach, Calif.
Alex Kandev, So., Outside Hitter, Long Beach State, Sofia, Bulgaria
Jalen Phillips, R-Jr., Opposite Hitter, CSUN, Anaheim, Calif.
Tread Rosenthal, Jr., Setter, Hawai’i, Austin, Texas
Adrien Roure, So, Outside Hitter, Hawai’i, Lyon, France
Kristian Titriyski, So., Opposite Hitter, Hawai’i, Sofia, Bulgaria
Skyler Varga, R-Sr., Opposite Hitter, Long Beach State, Muenster, Saskatchewan
 
 

#HawaiiMVB

 
 



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Phillips Named to Preseason Coaches’ Team, CSUN Picked to Tie for Fourth

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IRVINE, Calif. – Redshirt junior Jalen Phillips was named to the Preseason Coaches’ Team, while CSUN Men’s Volleyball earned nine points to tie for fourth as the 2026 Big West Men’s Volleyball Preseason Coaches’ Poll and preseason awards were announced Monday, Dec. 29.

Phillips earned a nod to the preseason team for the first time, joining George Bruening of UC Santa Barbara, Alex Kandev and Skyler Varga of Long Beach State, along with Tread Rosenthal, Adrien Roure, and Kristian Titriyski of Hawai’i on the Preseason Coaches’ Team.

Phillips, a first-team AVCA All-America and first-team All-Big West selection in 2025, became the first Matador named to the AVCA first-team since Kevin McKniff and Jacek Ratazczak in 2010. He was a three-time Big West Offensive Player of the Week (Jan. 20, Feb. 24, Apr. 14) last season, leading CSUN with a career-high 456 kills, while averaging 4.22 kills per set, which ranked second in the Big West and fourth in the nation. Phillips also finished his sophomore season ranked third in the Big West in points, averaging 4.81 per set, and was 13th in hitting percentage at .293.MVB_Big West Preaseason_26

In the Preseason Poll, the Matadors received nine points from the conference’s head coaches and were predicted to tie for fourth with UC San Diego and UC Santa Barbara, which also received nine points.

Defending national champions Long Beach State earned the top spot in the poll for the second straight season, picking up four first-place votes and 24 total points in the voting. Hawai’i earned the other two first-place votes and 22 total points for second, with UC Irvine earning 17 points for third. With nine points, the trio of the Matadors, Tritons, and Gauchos round out the polling in the vote by the league’s six head coaches.

“I’m sure the Big West will be exactly what we expect it to be; it’s the best volleyball conference in the country,” said head coach Theo Edwards. “All six Big West teams are ranked in the preseason top-20 of the AVCA national poll, so I know the guys on this team will embrace the challenge ahead and are poised to make some noise in the Big West this season.”

As they’ve done 21 times in the last 22 seasons, the Matadors open the season at the annual UCSB Invitational at Robertson Gym. CSUN will meet Maryville University, Harvard, and Kentucky State over the three-day tournament, which runs from Jan. 8-10.

In addition to Phillips, CSUN returns a host of starters in 2026, including outside hitter Joao Avila, middle blockers Joao Favarim and Shane Nhem, and libero Chris Karnezis. The Matadors also welcome a talented group of newcomers in 2026, including redshirt sophomore setter Owen Douphner, who steps in for departed senior All-American Donovan Constable.

 

The Hawaiian Islands presents the 2026 Outrigger Big West Men’s Volleyball Championship at the Bren Events Center on the campus of UC Irvine from April 23-25, 2026. All six conference members will vie for The Big West’s automatic berth into the national postseason bracket. 

#GoMatadors



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Tritons Picked Fourth in Preseason Big West Coaches’ Poll

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LA JOLLA, Calif. — UC San Diego men’s volleyball was picked to finish in a tie for fourth in the 2026 Big West Men’s Volleyball Preseason Coaches’ Poll, the conference announced today.
 
The loaded Big West also sees all six of the conference’s teams ranked in the national AVCA preseason poll. The Tritons are No. 10 nationally.
 
Long Beach State was picked to win The Big West by the conference’s head coaches after winning the national championship last season. UC San Diego’s projected fourth place finish is the same as the Tritons’ actual finish in 2025 after they went 18-12 overall and 3-7 in Big West play.
 
The 2026 Triton men’s volleyball season begins at home on January 6 against Jessup. The team’s Big West opener will also be at home as the Tritons host CSUN on March 3. Season and single game tickets are both on sale now.
 
The Tritons will face each Big West opponent home and away this season with the exception of Hawai’i, who will play in La Jolla twice. The Hawaiian Islands presents the 2026 Outrigger Big West Men’s Volleyball Championship will be April 23-25 on the campus of UC Irvine.
 











2026 Big West Men’s Volleyball Preseason Coaches’ Poll
Rank  Institution  Points 
1.  Long Beach State  24 (4) 
2.  Hawai’i  22 (2) 
3.  UC Irvine  17 
T-4.  UC San Diego 

CSUN 

UC Santa Barbara 

 
About UC San Diego Athletics
After two decades as one of the most successful programs in NCAA Division II, the UC San Diego intercollegiate athletics program has begun a new era as a member of The Big West in NCAA Division I. The 24-sport Tritons earned 30 team and nearly 150 individual national championships during its time in Divisions II and III and helped guide 1,400 scholar-athletes to All-America honors. A total of 83 Tritons have earned Academic All-America honors, while 39 have garnered prestigious NCAA Post Graduate Scholarships. UC San Diego scholar-athletes exemplify the academic ideals of one of the world’s preeminent institutions, graduating at an average rate of 90 percent, the highest rate among public institutions in NCAA Division I or II. For more information on the Tritons, visit UCSDtritons.com or follow UC San Diego Athletics on social media @UCSDtritons.
 



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