Two and a half years and five national titles before UCLA became the “First to 100,” the university had already begun planning for the production of merchandise and the marketing of the 100th national title.
Before the women’s water polo team won its third consecutive championship ““ amounting to the university’s 100th national NCAA team title ““ the athletic department had started planning a yearlong celebration of the accomplishment, senior associate athletic director Glenn Toth said.
“It was in the fall of 2004 and we were in the high 90s (for the number of titles). The athletic department wanted to come up with a logo, a celebration plan,” Toth said, adding that when the time came, the department did not want the celebration to be merely a two-week celebration, but one that would extend to an entire year.
To help make this happen, the marketing of the milestone accomplishment is being translated into commemorative merchandising and competitive athletic uniforms, as well as entertainment segments during home basketball and football games during the next academic school year.
With the designs and memorabilia having been ready for production since the 99th title was won last spring, the production and distribution of the products were ready within days of the women’s water polo’s May 13 victory, said Patrick Healey, the ASUCLA director of general merchandise.
In a collaborative effort between the athletic department and ASUCLA, the creation of the logo “First to 100″ was meant to symbolize the achievements and stability of the university’s athletic program.
“It continues to demonstrate the strength of the athletic department in terms of the caliber of student athletes that we have and their dedication to the sport … (and) the ability of working with coaches in developing as many championship teams as we’ve had,” Healey said.
Though Healey noted that there has not been a direct correlation between the title win and the sale of other UCLA merchandise in the student stores, the sales for the championship products have been steady and he predicts that this trend will continue for the next few weeks.
In terms of merchandise, Healey said ASUCLA plans on continuing the production of shirts and sweatshirts, and hopes to come out with license plates and glassware in the near future.
Toth said other celebratory arrangements the athletic department has planned for the upcoming year include acknowledging and bringing back members of each of the national championship teams at men’s basketball and football home games.
By having these plans extended to a year, the celebration is meant to represent the sustained and consistent achievement of the university’s athletes and coaches.
“What’s amazing about this is our first championship was not won until 1950,” Toth said. “We have gotten 100 (national championships) in 57 years.”
Toth noted other celebratory preparations include “First to 100″ trivia entertainment segments at athletic home games and the championship logo on competitive uniforms. There will also be a pregame party at a home football game at the Rose Bowl next year to which members of the championship teams will be invited.
Brooke Kayland, a fourth-year psychology student, said though she is graduating this year, she is happy that the athletic department is prolonging the celebration with multiple events.
“(These events) help to promote more school spirit,” Kayland said. “After being a Bruin for four years, it’s nice to revel in the accomplishment for some time.”
Jonathan Yim, a second-year sociology student, said he believes the publicity the university is giving to the 100 titles will help draw more students and recruit more athletes.
“More students want to come to a school with both academic and athletic prestige,” Yim said.
To Toth, beyond the yearlong celebration and the publicity lies the meaning of what the 100th title truly represents.
“We view this as a significant achievement,” Toth said. “It is demonstrative of UCLA’s stature and desire to be great in every way. The athletic department is just one unit at this great university ““ we just try to do our part to do the best.”