The University of Evansville Athletics Department has joined forces with one of the top sports marketing professionals in the business – Jeremy Darlow – to provide Purple Aces student-athletes with a one-of-a-kind experience through utilization of the DARLOW Rules program.
The DARLOW Rules is the only online marketing course that is dedicated to teaching college athletics how to build personal brands that transcend sports. The goal is to set them up for success in life, regardless of what happens after their athletic careers. Only 2% of NCAA student-athletes make it to the professional level with 98% set to enter the workforce after graduation.
“We are excited to introduce our student-athletes to the DARLOW rules, which we feel are tremendously educational on how individuals should build and protect their personal branding,” UE Director of Athletics Mark Spencer said. “The concepts in the program work very closely with topics we already focused on with our student-athletes and their development as marketable individuals and University of Evansville community representatives.”
This course is based on using traditional marketing tactics and techniques to teach college athletes how to build a desirable brand, recognize and grow their influence, target and identify their potential audience and develop strong communication platforms.
Evansville is just the third mid-major program and only non-football institution in the country to be chosen to participate in the DARLOW Rules course. UE is the only Missouri Valley Conference school to partner with Darlow. Student-athletes will watch a short video lesson covering one of Darlow’s philosophies on brand development. At the end of each video they are given a homework assignment found in their copy of Darlow’s new book, The Darlow Rules. Those homework assignments make up portions of the student’s personal brand marketing plan.
Jeremy Darlow is a leading brand consultant and former director of marketing for adidas football and baseball. He is an adjunct marketing professor, and author of the best-selling books “Brands Win Championships,” a branding guidebook for college sports programs, and “Athletes Are Brands Too,” an athlete’s roadmap to building a stronger personal brand.
“The Evansville staff made it clear to me from our very first conversation that the athletic department’s mission is to set their athletes up for success in life, not just sports,” Darlow exclaimed. “I fully endorse this athletic department and I’m proud to be a partner.”
Over his career, Darlow has worked with and built marketing plans for some of the most heralded athletes, celebrities, and NCAA programs in and around sports, including Aaron Rodgers, Von Miller, Dak Prescott, Kris Bryant, Carlos Correa, Lionel Messi, Dale Earnhardt, Jr., Snoop Dogg, Kanye West, Notre Dame, Michigan, UCLA, Nebraska, Wisconsin, and Texas A&M.
“To be able to partner with someone with Jeremy’s credentials is a huge opportunity for our department, and more importantly, our student-athletes,” Aces Assistant Athletic Director for Marketing and Fan Engagement Scott Peace said. “The student-athletes will be able to learn from one of the biggest names and brightest minds in brand marketing.”
Current UE student-athletes will be given access to the course over the summer of 2020 with the expectation to have it completed by the start of the fall semester. In the years to follow, the program will be used to welcome new student-athletes to the University of Evansville.
WHAT THEY ARE SAYING – UE COACHES
Todd Lickliter – Head Men’s Basketball Coach
“Preparing our student-athletes for their lives after college is something that we take great pride in with our program and at the University of Evansville. This partnership provides them with an additional resource that will benefit them throughout their careers.”
Mat Mundell – Head Softball Coach
"I am thrilled that UE is able to give our student-athletes access to the DARLOW Rules! This will be a great opportunity for them to grow off the field of competition and further enhance their future endeavors."
Stuart Wilson – Head Swimming and Diving Coach:
“The DARLOW Rules program is a great opportunity for a lot of these athletes, helping to open up doors and is going to make them more successful as they leave UE.”
Fernando Morales – Head Volleyball Coach:
“I am excited about this partnership, the more I learn about DARLOW and his project, the more I think this is going to be big for UE Athletics. All student-athletes, coaches and the whole department will benefit a lot from this partnership.”
Chris Pfau – Head Women’s Soccer Coach
“What an honor it is to be selected as a DARLOW Rules Program. This program recognizes institutions that value their student-athletes as more than an athlete. It believes in building the character and strength of each student. While fostering this culture, we will equip our Aces for success in their future. UE is the only MVC school selected for this program and the first school that does not carry a football program. That says a lot about UE and our commitment to student-athletes.”
Jim Hamilton – Head Men’s and Women’s Golf Coach
“Sounds like a great opportunity, another strategy to help our student-athlete succeed.”
Wes Carroll – Head Baseball Coach:
“I really look forward to this partnership with DARLOW Rules. This is such a great opportunity for our student-athletes to get prepared for the work force when their playing career is done.”
Matt Ruffing – Head Women’s Basketball Coach
“Anything that you can do to enhance student-athlete’s chance to be successful, especially after graduation, is key. I think this really sets up our student-athletes and our future athletes to be able to brand themselves. It’s going to take off and be something we look back and were happy we were able to be a part of.”
Don Walters – Head Track and Field and Cross Country Coach
“Great opportunity for our student-athletes to brand themselves to be successful in their future plans.”
Marshal Ray – Head Men’s Soccer Coach
“The Darlow Athlete Brand Development Program aligns perfectly with the University of Evansville’s mission of preparing our student-athletes to face the challenges that lie ahead. We recruit individuals who value sport and all it has to offer while understanding the importance of preparing for life after the final whistle, whenever that may occur. Darlow’s program teaches student-athletes how to navigate the ever-changing landscape of social media to best position themselves to succeed in a competitive world.”
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