Re-branding Effort to Enhance Giving

At the University of Houston, the Cougar Athletics Department recently released a new website dedicated completely to the branding of Cougar athletics. The site, PulseofthePride.com, has content dedicated to their student support group, alumni group, links to their facebook and twitter pages, ticket information, and other links all associated with building Cougar awareness.

This unique step in building the brand of an athletics department is a somewhat new tactic. It is hard to find a site dedicated simply to brand-building, especially among non-BCS-conference universities. Perhaps recognizing the potential that their athletics department has in areas like sponsorship and alumni support, this portal will be a key in creating excitement and awareness of Houston Athletics.

This branding effort, ultimately, should also positively impact giving at the University of Houston. Their scholarship fund, called Cougar Pride, is a prominent piece of the new site, and encourages fans to support the education of their 300+ student athletes

Athletics departments who are looking for a new and unique campaign to stimulate giving, support, and sponsorships may consider a directive similar to that of the University of Houston. The new website is only part one of their efforts, but clearly a key aspect in their branding efforts.