Podcast Summary: AD 360 – "Importance of Branding for High School Athletic Programs"

Date: September 10, 2025
Host: PlayOn Sports
Guests:

• Greg Vandermayden (Host, former AD)
• Scott Rosenberg (Host, former AD)
• Leo Lopos (AD, De La Salle High School, Concord, CA)

Overview

This episode dives deep into the growing significance of branding in high school athletic departments, featuring insights from Leo Lopos of De La Salle High School—a program with one of the nation’s most recognizable high school sports brands. The conversation explores practical strategies, common pitfalls, and the human side of building and maintaining an authentic, resonant identity for student-athletes, families, and the wider community.

Key Discussion Points & Insights

Why Branding Matters in High School Athletics

• Evolution of the De La Salle Brand:

  • Leo discusses the journey from being “average at best, even in our branding” (02:20) to developing a national identity—focusing on authenticity and gradual growth, not instant overhaul.
  • Importance of aligning branding with the school’s educational and athletics ethos: “You have to be smart about your moves. It’s really hard to unwind certain things.” (02:55)

• No One-Size-Fits-All:

  • Each school’s branding trajectory is unique. Success often stems from organically evolving both visuals and values rather than chasing trends.
  • A strong athletic tradition helps, but “some things…just landed on us versus us landing on Plymouth Rock.” (03:40)

The Visual Identity: Logos, Colors, and Style

• The Power of Simplicity and Consistency:

  • De La Salle prides itself on a style guide that establishes clear rules for logos, colors, and uniforms—a key to “controlling the message.” (05:59)
  • “Nothing against schools that have 72 brands, but it's hard to control the message.” (06:06)

• Style Guide Implementation:

  • Standardization avoids confusion when there’s coaching turnover or volunteers/players designing materials.
  • The Spartan Head logo is a unifying symbol of tradition, consistency, discipline, and, in Leo’s words, “boring,” but intentionally so:
    • “Everywhere we go, people know De La Salle equals tradition, equals consistency, equals the different pillars that people know of us.” (08:47)
  • Comparison to other programs: Should you be ‘classic’ like USC or ‘flashy’ like Oregon? Early decisions on this shape a program’s entire identity. (12:20-13:55)

Maintaining Consistency Across All Channels

• Control Points:

  • Centralized tools—like an athletic website, official app, and social accounts—ensure all content routes through one “funnel,” making deviation less likely. (14:05)
  • Internal guardrails and regular communication among team members and with coaches help maintain visual and messaging alignment.

• Equity and Focus:

  • “We try to be an ‘everything program’…to make sure everyone feels a part of [the community].” (19:53)
  • Focus is on varsity level for broader impact, balancing tradition with thoughtful, targeted exposure for all sports.

• Leveraging Social Media & Tech:

  • Choosing platforms based on audiences:
    • TikTok: high engagement with younger demographics (e.g., 65,000 “loves” on a highlight) (23:36)
    • Instagram remains strongest, Facebook appeals to alumni and parents, Twitter/X useful for timely updates.
  • Consistent weekly meetings with communications staff and leveraging media partners like Nike, Gatorade, and MaxPreps.

Branding Beyond the Screen: On-Campus Experience

• Physical Brand Presence:
  • De La Salle’s bookstore is the primary visual entry-point—“69 versions” of gear greet visitors before the field (26:19).
  • Surprisingly, there are few banners or on-campus accolades—a humble, understated physical space that inadvertently reinforces the “lunch pail”/hard hat, next-man-up identity.
  • “Maybe being understated IS the brand.” (28:15)
  • Live streaming over 140 games a year elevates the national profile and alumni connection more than physical signage. (29:55)

Measuring Branding’s Impact

• Quantitative Tracking:

  • Social engagement (likes, views), streaming numbers, ticket/sponsorship sales, and popular merchandise (like T-shirts) are regularly reviewed.
  • Example: “We gave away 1,300 shirts in two hours…some kids were buying a ticket to the game just to get the t-shirt.” (34:15)

• Qualitative ‘Pulse’:

  • Coaches, captains, parents, and student advisory council all provide ongoing feedback on what is resonating.
  • “Keeping a pulse” matters more than obsessing over numbers—listen to your community. (36:38)

Broader, Ripple Effects

• Athletics as the “Front Porch”:
  • Success and a strong brand in athletics translates to broader school pride, heightened alumni engagement, increased student participation (70%+), and greater local/national visibility.
  • “When we’re humming in athletics, a lot of things flow.” (39:00)

Adapting to the Future: The Next Chapter of Branding

• Adaptability & Proactivity:

  • Schools must meet their communities “where they are.” If not already branded and active online, “you better get on it now.” (42:53)
  • Consistency, regular evaluation, and relentless communication with staff, parents, and coaches are critical. Take annual stock and adjust—don’t just set-and-forget.

• Active Brand Leadership:

  • Those “in charge”—whether it’s an AD or a small communications team—must stay tuned in, both to internal dynamics and to innovations at peer institutions.
  • Leo: “I spend a good 20-30 minutes a week on the bike and I just scroll…it’s social media time, just look around.” (45:25)

Fan Engagement & Community Connection

• Successful Tactics:

  • Student leadership groups (e.g., DLS’s “12th man”) organize theme nights and rallies, run social promotions, and survey peers for feedback—all boosting school spirit.
  • Partnerships with corporate sponsors and local businesses for giveaways (T-shirts, banners) increase excitement at low cost.
  • Livestreaming gives access to extended family and out-of-town alumni, strengthening the brand’s reach.

• Memorable Moments:

  • “Most people…are going to remember the good time they had in the stands or the events or themes.” (52:19, Scott Rosenberg)
  • Even simple ideas—like a DJ in the stands—can “keep those kids dancing…all the way to the end of the game.” (52:44)

• Continued Innovation:

  • Content from livestreams can be repurposed on social media, creating a feedback loop of engagement, excitement, and recruiting reach.

Notable Quotes & Memorable Moments

On Consistency & Simplicity

"Our message is pretty much the Spartan Head... we’ve toned it down, so it’s something that’s like universal and toned down. That’s kind of, I mean... everywhere we go, people kind of know De La Salle equals tradition, equals consistency, equals the different pillars that people know of us."
– Leo Lopos (08:47)

On Style Guides

"A style guide is something that... a lot of high schools across America lack... It sets the tone and it's very clear to your community and coaches: this is who we are and this is what we expect."
– Scott Rosenberg (10:29)

On the Role of Branding in Community & Enrollment

"When we’re humming in athletics, a lot of things flow."
– Leo Lopos (39:00)

On Adapting for the Future

"If you're not doing it, you better get on it now, you know what I mean? So it's okay, if you’re starting at zero, you better get to level two or three or something somehow."
– Leo Lopos (42:53)

On Building the Brand Across All Channels

"It’s a win. You’d be shocked at how often people say, appreciate you coming out. Appreciate you putting our stuff out there. And once you get that rolling, it’s hard to stop the ball."
– Leo Lopos (23:44)

Essential Takeaways (For Listeners/Newcomers)

• Understand who you are—play to your strengths, whether classic or trendy, understated or bold.
• Start with a style guide—critical for maintaining consistency and clarity.
• Centralize your communication—use official channels and internal guardrails.
• Measure both engagement and community sentiment—keep your ‘pulse’ qualitative and quantitative.
• Invest in community and student involvement—theme nights, livestreams, and leadership councils build lasting pride.
• Adapt with purpose—don’t chase every trend, but always be evaluating and ready to evolve.
• Control the narrative—or others will define your brand for you.

Additional Resources

• Style Guide Examples:
  Leo and the hosts propose gathering sample style guides from schools nationwide to provide templates for those starting from scratch. (47:24–48:08)

Episode Timestamps (Key Segments)

• Brief intro & setup: 00:02–01:35
• Leo’s background on De La Salle’s brand: 02:20–04:50
• Visual aspects & style guide discussion: 05:24–13:55
• Consistency in branding operations: 14:05–19:53
• On-campus branding & humility of De La Salle space: 26:19–32:10
• Measuring branding success (analytics, feedback): 33:41–37:26
• Branding’s impact on school-wide community: 39:00–41:45
• Adapting branding strategies for the future: 42:53–47:18
• Fan engagement & memorable branding tactics: 48:45–54:14
• Final reflections & actionable recommendations: 54:51–end

This episode is rich in practical advice, candid reflection, and the lived realities of stewarding a high school sports brand. Whether you’re an established AD, a new coach, or a school leader eager to boost engagement, the recurring theme remains: Get brilliant at the basics, be intentional—and let your brand tell your school’s story on every field, in every post, and for every student.