UT Men's Basketball

Situation: Coaching changes and inconsistent records had resulted in declining attendance for the men’s basketball program.

Solution: UT confirmed their commitment to the program by hiring Coach Bruce Pearl to lead the team and asking Asen to help communicate a new attitude of excitement. Recognizing the role fan involvement plays in success, Asen created the “Be on the Team” campaign. We followed up with “We’re Back” the next season.

Success: Working as a TEAM, Asen and UT Men’s Athletics worked to increase new season ticket sales and pushed renewal rates to unprecedented levels. Community interest and enthusiasm are still high.