AD 360 – “Fan Engagement for High School Athletics” (October 7, 2025)

Episode Overview

In this episode of AD 360, hosts Greg Vandermayt and Scott Rosenberg focus on one of the most pressing topics for athletic directors today: building meaningful and dynamic fan engagement within both school and community settings for high school sports. Through a conversation with special guest Brady Pond, Athletic Director at Westwood High School in Arizona, they discuss actionable strategies, challenges, best practices, the importance of branding, and lessons learned from years of experience.

This episode is a must-listen for current and aspiring high school athletic directors—as well as anyone passionate about the impact of athletics on community life.

Key Discussion Points & Insights

1. Defining Fan Engagement Beyond the Game

• Brady Pond emphasizes that fan engagement should stem from cultivating "a community aspect" (01:56), and actively getting student-athletes involved in local service and events. This not only builds buy-in but fosters reciprocal support from community members.
  • “We have a community that loves to see our student athletes out there...when they see them serving and giving back, they’re more likely to come and support.” — Brady (01:56)

2. Fan Engagement: Intentional and Ongoing Practice

• Engagement is not an afterthought for Brady—it’s an ongoing agenda item.
  • "I definitely think that it's kind of on my agenda on that Monday morning...How can we promote a volleyball game or highlight the badminton team?" — Brady (03:29)

3. Strategic Use of Social Media

• Instagram is a key platform for reaching students, while Facebook and Twitter target parents and the broader community.
  • “Instagram for the kids, Facebook for the parents, and Twitter for everybody else.” — Brady (05:49)
• Social media drives excitement for themed games, such as "dress like a cowboy night."
  • Example: “All my students came wearing cowboy hats and boots, and they were wanting me to play country music.” (04:17)

4. Student Leadership and Peer Engagement

• The Warrior Captains Council: Each sport’s captain meets regularly with the AD to coordinate support between teams, generating organic enthusiasm and peer-driven turnout.
  • “We have a captain from each sport meet with me...We talk about, hey, we have a big volleyball matchup, let's get all of our teams out there.” — Brady (04:17)

5. Making Events Fun & Inclusive, Not Just About Winning

• Events are crafted to be unmissable social moments—using incentives like free pizza for the first 50 students—which fosters “FOMO” (fear of missing out).
  • “If you don't show up, you're kind of missing out...We’ve done first 50 students get pizza. That just cost me maybe $150 worth of pizza, but I get 50 kids in the stands.” — Brady (06:48)
• Keeping atmosphere upbeat regardless of the team’s performance.

6. Setting Clear Behavioral Expectations

• Care is taken to walk the line between fun and fair sportsmanship, prioritizing positive cheering and clear student section guidelines.
  • “Our goal is to boost our kids up...You cheer for your peers and don’t worry about anything else.” — Brady (09:15)
  • “If I start standing up and inching closer to them, they’re kind of on high alert.” — Brady (11:00)

7. Multiple Metrics of Success

• Engagement isn’t just about attendance—developing character is valued, using initiatives like Character Matters curriculum. Coaches are expected to reinforce weekly leadership qualities.
  • “If I can walk up to a student athlete and...they can tell me the word of the week is discipline...that's a great way to measure success..." — Brady (11:42)

8. Sustaining Engagement Across Seasons

• To keep momentum year-round (not just for football), Brady implemented a free pass for all student-athletes to all games, breaking down attendance barriers and promoting mutual team support.
  • “I wanted to break down that barrier so they're able to support each other...athletes support each other, then the friends of the athletes start to come...” — Brady (14:28)

9. Tapping Into School Clubs & Cultural Communities

• Athletic events showcase other student organizations (e.g., Native American Heritage Night), further integrating the wider school community into athletic events.
  • “We're doing a Native American Heritage Night…Native American dancers in the pregame, drums, different things..." — Brady (18:15)
  • Also provides opportunities for clubs to fundraise (e.g., selling fry bread).

10. The Power of Branding and Consistency

• After years of inconsistency, Westwood High now unifies logos, colors, themes, and messaging across all sports under the brand “Reppin’ the Wood.”
  • “We want the football team to look as good as the cross-country team…that orange and blue is already popping off the bus.” — Brady (21:17)
• All athletes, regardless of their sport or status, are recognized and celebrated.

11. Time Management, Delegation & The Value of Support Staff

• Brady leverages tech tools (facility scheduling, ticketing platforms), heavily delegates duties to coaches, student interns, and especially his longtime athletic assistant, Deb Lee—whom he credits as the “unsung hero” of the department.
  • “I don’t have time to go take all these pictures...let’s find some students that are passionate and delegate to them.” — Brady (25:23)
  • “When she [Deb Lee] retires, I might have to retire, too.” — Brady (27:03)

12. Advice for New Athletic Directors

• Start small—pick a few focal areas instead of trying to overhaul everything at once.
• Don’t be afraid to reach out, "borrow" or adapt successful ideas from other schools.
  • “Don’t be too prideful in trying that yourself...If it flops, shift gears. Try something different.” — Brady (29:13)
• Humility and a willingness to ask for help are vital to avoid burnout and drive improvement.

Memorable Quotes & Timestamps

• “High school athletic directors are the best thieves...we always like to steal all the good stuff that people are doing.”
  — Scott Rosenberg (00:50)

• “Instagram for the kids, Facebook for the parents, and Twitter for everybody else.”
  — Brady Pond (05:49)

• “When you have success, it breeds a little bit of that buzz...But if you have authentic buy-in, the community will support no matter what.”
  — Brady (06:48)

• “If I can walk up to a student athlete and say, ‘Hey, what’s the word of the week?’ and they say, ‘Discipline’—that’s a great way to measure success.”
  — Brady (11:42)

• “Some of the best memories that kids have will be of the event itself, not the result.”
  — Scott Rosenberg (12:35)

• “I gave a pass to all student athletes to get into games for free...it starts with those kids supporting each other.”
  — Brady (14:28)

• “To be at Westwood means a little bit more—kids' parents went to Westwood, their grandparents went to Westwood...we want to represent that.”
  — Brady (21:17)

• “You don’t have 28 hours in the day, but sometimes the job feels like it’s 28 hours long, doesn’t it?”
  — Greg Vandermayt (28:28)

• “Don’t try to do everything all at once...most ADs get overwhelmed because they think they have to do 10 things before the end of the day.”
  — Brady (29:13)

• “Never had an original thought. Just made it my own, rebranded it, rinse and repeat.”
  — Greg (relaying mentor advice) (31:35)

Important Timestamps & Segments

• 01:18-01:56: Introducing guest Brady Pond and defining fan engagement
• 03:29-04:17: Weekly habits for promoting events and student engagement
• 05:17-06:10: Social media strategies and platform distinctions
• 06:48-08:01: Keeping fans engaged when the team isn’t winning, event incentives
• 09:15-10:23: Managing the balance between fun and appropriateness at events
• 11:42-12:35: Measuring engagement beyond attendance—character development
• 14:28-16:19: Keeping up momentum and cross-sport support throughout the year
• 18:15-20:50: Involving clubs/cultural groups in athletic events, e.g., Native American Heritage Night
• 21:17-24:17: Branding fundamentals and the "Reppin’ the Wood" approach
• 25:23-28:28: Delegating time, using tech tools, and honoring support staff
• 29:13-32:34: Practical advice for new ADs and the importance of humility & learning from peers

Notable Practices & Takeaways

• Utilize captains’ councils and student leaders to foster organic excitement and cross-sport attendance.
• Know your audience for communications—use the right social/media tool for each demographic.
• Make every event a destination, not just a game—use themes, incentives, and school traditions.
• Set clear, proactive expectations with students and fans about appropriate and positive ways to support.
• Measure success not just by ticket sales, but by growth in student-athlete character and the sense of community developed.
• Embrace school traditions and cultural diversity, using events to celebrate all facets of student life.
• Keep branding consistent and inclusive, so everyone feels part of something bigger.
• Don’t try to do it all yourself; delegate, ask for help, and learn from others’ best ideas.

This episode is a practical resource packed with actionable insights, real-world anecdotes, and a reassuring message for athletic directors: Lean on your community, don’t be afraid to learn from your peers, and always put students’ experiences and development first.