Campus CelebritiesDealing with High-Profile Coaches & Student-Athletes

#SECCA13

Jason Cook, APRSenior Associate Athletics Director

Johnny Manziel

#Johnny Football

“Johnny Manziel's post-Heisman dream tour continued Sunday night

with a trip to the NBA Finals.”

Dallas Morning News, June 10, 2013

#Johnny Football

#Johnny Football

#Johnny Football

#Johnny Football

#Johnny Football

#Johnny Football

#Johnny Football

#Johnny Football

A Twitter Phenom

@JManziel2 356,913@TAMU75,648@AggieAthletics 34,422@AggieFootball 61,698@SECSportsUpdate 110,100

281,868

The Realization

• We contributed to this happening!• First Heisman winner on Twitter• First generation of digital natives• His family has money• Living a college dream

Athletes and Trademarks

Lessons we are LEARNING

• Balance the brand• Don’t jump to conclusions• Provide context and know the rules• Document … document … document• Designate a single POC• Dealing with young adults• Provide support