The Fan as Play-Caller: How Small Schools Are Winning Fans and Revenue

The Birth of a Bold Idea

It all started on a flight from Tampa, Florida, in late March 2026. The University of Akron's athletics director, Andrew Goodrich, was discussing with his staff the idea of a truly out-of-the-box marketing campaign. After a disappointing NCAA basketball tournament exit at the hands of Texas Tech, Goodrich had one question that would become the foundation of what would later be known as the most viral college football moment of the season: What if Akron let a fan call a play?

The idea was met with skeptical laughter. In 2026, with the financial realities of college football growing ever more complex, it was hard to believe that a single fan could be trusted with an offensive coordinator's job — even for a day.

"We were just pitching the craziest ideas we could," said Matt Pottorff, Akron's chief operating officer. "It had to be big, or it wouldn't matter."

But that's exactly what made it work — and why it captured national attention.

A Game-Changing Concept

The original pitch was simple: a fan would call the entire first offensive drive of Akron's home opener. But to make it more than a one-off moment, Pottorff suggested that the contest be expanded beyond just a play call — it needed to be a full campaign that engaged fans across the country.

The plan was executed perfectly. A contest was launched where season-ticket holders were invited to enter for a chance to run the opening drive. The winner, Martin Allan Whims II — a longtime Akron fan and graduate — was named the 'Offensive Coordinator of the Game' by a local sponsor, Arby's.

Whims' story wasn't just about his moment in the spotlight; it was a powerful illustration of what small schools can do when they think creatively and act decisively. It didn't just sell tickets — it sold the idea that Akron could be a relevant force in college football again.

A Viral Moment That Changed Everything

The announcement generated over 1 billion impressions across Instagram and X (formerly Twitter) within weeks. The campaign became one of the most talked-about topics in college football — not because it was a win, but because it was a statement.

Akron's social media posts were shared by fans, sports journalists, and even competitors. It wasn't just about the game; it was about identity, engagement, and innovation. The university sold more than half its season tickets within two weeks, with buyers coming from 34 states — including Germany and Canada.

"This thing cost us a dime," Pottorff told me. "We put out a graphic, and it took off from there."

This isn't just about marketing. It's about survival in a landscape where the financial divide is widening, and smaller programs are fighting to stay relevant — not just on the field but in the hearts of fans.

From Akron to Delaware: A New Marketing Era

Akron's success wasn't an isolated case. Across the Group of 6, schools have begun to reframe how they engage fans, focusing less on traditional ticket sales and more on creating unique, shareable moments.

At Delaware, the athletic department has taken a more structured approach with what they call Project Maguire, named after the iconic movie quote: "Show me the money." Their process involves four key criteria when evaluating new ideas:

• Revenue Potential: Can it generate income?
• Sustainability: Is it repeatable or scalable?
• Visual Appeal: Does it look good and align with the brand?
• Staff Impact: Will it overburden the team's operations?

The Delaware Dynasty Challenge, which allowed fans to become part of the Blue Hens' identity through a virtual stock ownership program, is a shining example. Within hours of launch, they received a $10,000 donation from a C-suite executive who had never before contributed to athletics.

"It's like owning a stock," said Charlotte athletic director Kevin White. "You watch it and support it."

James Madison's Marvel Moment

In another bold move, James Madison University took their creativity one step further with a partnership with Marvel. The Dukes' November game against Washington State became the stage for a full-scale Comic-Con event — complete with superhero-themed helmets, face painting, and costumes.

JMU's assistant AD for marketing, Melissa Wyant, said they wanted to go all-in rather than play it safe. The result was a campaign that wasn't just about football — it was about entertainment, identity, and fan experience.

"If I got a 7-year-old who came because it was Marvel, but then says they really want to come back to JMU — that's my goal," Wyant said. "We saw people really buy into it. They latched on because it was something different and unique and new."

The Challenge of Innovation

Of course, not every idea succeeds — and that's okay. As Pottorff noted, Akron's campaign required a lot of behind-the-scenes coordination. The staff had to organize Zoom sessions with ESPN's College GameDay, manage media attention, and keep Whims engaged as he became an instant celebrity.

Still, the payoff was immense — not in wins or losses, but in engagement, visibility, and, ultimately, the possibility of future revenue.

Akron's campaign has already inspired other schools to consider similar strategies. Some have even gone so far as to replicate Akron's graphic design for their own campaigns, demonstrating how quickly a great idea can spread when it hits just right.

The Future Is Creative

As college football continues to evolve, the Group of 6 is discovering that its best strategy isn't just to compete harder — but to compete differently. In an era where financial resources are increasingly concentrated at the top, small schools must find ways to stand out.

The fan-as-offensive-coordinator idea may have started as a joke, but it has become a powerful metaphor for how these institutions are redefining their role in sports culture. When you're fighting for relevance, sometimes the only way forward is through bold, imaginative thinking — even if it means giving a fan a moment in the sun.

The real victory here isn't just about marketing or revenue — it's about the belief that every single fan matters, and that small schools can still play a big role in college football's future.