The Oregon men’s basketball team (19-10) has played 14 games in Matthew Knight Arena this season, with two more conference contests still to take place. The Ducks are currently 12-2 in Eugene. Home court advantage is real in sports, with the caveat that it is truly effective when there are enough engaged, hometown fans to fill the seats.
The UO Athletic Department and its subdivision supporting groups pulled out all the stops this season to retain its average men’s basketball attendance of 7,388 fans, up about 24% from last year’s average attendance of 5,937.
“It’s not just one department making this happen,” Jimmy Stanton, the senior associate athletic director of communications, said. “It’s a tremendous collaboration between our administration, marketing department, event staff, the basketball program, student organizations and more.”
The teamwork to turn the attendance trend around began before the men’s basketball squad debuted its starting lineup in MKA on Nov. 10 — teasing fan giveaways and unbeatable bargains.
On Nov. 9, UO senior Megan Schreck received a text from her dad, a Duck alumni, with a screenshot of Oregon’s promotional poster titled “Free Nike T-Shirt Giveaway.” Even though it was a month before the game, UO was already marketing the men’s basketball Dec. 2 “Throwback Game” versus the University of Michigan.
The Oregon athletic department hoped to bring in new and old fans by throwing it back with low prices, including $2 popcorn, $2 hot dogs and $2 retro souvenir cups. The night before the anticipated game, the concessions crew stocked up the snack bars while the Marketing Fan Experience Internship program placed 12,364 white Pepsi-sponsored t-shirts on every seat.
Schreck did not respond to her dad’s text. Instead, she immediately penciled the game into her busy schedule and solicited her friend Kady Shiro to join her.
“I was really excited to get a retro shirt because it reminded me of my parents’ old Duck gear,” Schreck said. “I would actually pay for these t-shirts, unlike the plain ones they typically throw into the stands for the Jerry’s t-shirt toss.”
Schreck and Shiro split a bucket of popcorn, hot dog and each purchased a personal souvenir cup. The Duck duo made an MKA appearance for the shirts, stayed for the throwback deals and left in high spirits with over 11,000 other fans following an overtime Oregon victory.
Schreck said she wears her shirt to club soccer practice, to bed and even back into MKA for games, like the Oregon versus Oregon State University game on Feb. 28.
“Most of the student section was wearing the retro t-shirts at the rivalry game, but styled in their own ways; like off-the-shoulder, cropped or as a muscle tee,” Schreck said. “It was cool to see everyone in the same shirts and sharing enthusiasm to attend a basketball game.”
In addition to the successful free t-shirts this season, fans received Landmark Properties, Inc. pit-viper-style sunglasses and Boeing Employees’ Credit Union (BECU) green and yellow-striped beanies upon entry to the Feb. 8 University of Washington matchup.
“I think the gear attracted more than just die-hard basketball fans; it brought in diverse audiences and increased excitement to show up early for games,” Justin Richter, a UO senior, said. “The sunglasses and beanies seemed to be a big success among students.”
Richter was not just getting outfitted by Oregon’s merchandise collaborations; he was also getting fed for free. Each time the Ducks’ opponents miss five consecutive free throws, fans can redeem their ticket for free McDonald’s french fries — it’s a win-win situation for Oregon’s scoreboard and fans’ hungry stomachs.
“I always get excited cheering for missed free throws with my peers,” Richter said. “I claimed the free fries twice out of the five games I attended this season.”
Oregon’s marketing team also partnered with Ajinomoto to bring three “Game Day Gyoza Sampling” events to MKA on Jan. 13, Feb. 8 and Feb. 28. As well as, offering lucky rows free pizza in the student section twice this year.
It is the last week of the regular season with two games left in Eugene, and Oregon is offering its final men’s basketball bargains. The Ducks host the University of Colorado Boulder on Mar. 7 and the University of Utah on Mar. 9. Oregon fans, including UO students who do not have the Student Duck Pass, can save big with the “leap year deal” and enjoy four tickets for just $29.
“I think the fan experience keeps people coming back,” Stanton said. “Obviously, the winning environment helps and is fun to watch, but the initiatives we’ve implemented are equally important for the audience.”
