UPDATE: As the USC basketball season approaches, Coach Eric Musselman is on a mission to energize fans and boost attendance in the stands. Just weeks before the Trojans’ season opener against Cal Poly on October 30, 2023, Musselman is leveraging humor, creativity, and marketing know-how to connect with students and build excitement around the program.
In a captivating new video, Musselman, clad in full Trojan football gear, makes a high-energy entrance from the Coliseum tunnel, shouting, “Let’s go! Let’s go!” However, the stadium is empty, as the football team is away. The lighthearted clip has already gone viral on social media, garnering attention from fans and even USC football coach Lincoln Riley, who praised Musselman’s unique approach.
Last season, the Trojans struggled to attract an average of just over 5,000 attendees at the Galen Center, a stark decline from more than 6,000 during the previous coaching era under Andy Enfield. Musselman recognizes that winning is crucial but believes that connection with the community is equally vital. After a disappointing 17-18 finish last season, he is determined to revitalize interest.
Musselman’s marketing efforts are extensive. He has engaged players to participate in promotional activities, from hosting Halloween parties to planning a dunk contest at a fraternity. His staff has been actively distributing flyers across campus to drum up support, emphasizing the need for a vibrant student presence at games.
“If you want fans, you’ve gotta win — that’s number one,” Musselman stated. “You’ve gotta connect.” He believes that the program must create a unique identity in the competitive Los Angeles sports market. The challenge is significant; the Trojans face fierce competition not only from other sports but also from the notorious Los Angeles traffic, which can deter attendance.
Musselman’s commitment to promoting the program is rooted in his upbringing. His father, Bill Musselman, a respected coach, instilled the importance of marketing in his son from a young age. This foundation has influenced Musselman’s career, leading him to implement innovative strategies at every stop, including his previous success at Arkansas, where he achieved an Elite Eight run and sold out season tickets for three consecutive years.
However, the recent injury of highly-touted recruit Alijah Arenas has cast a shadow over these plans. Arenas, who was expected to be a key player and promotional figure for the program, is uncertain for the season after suffering a serious knee injury. Musselman acknowledges the impact of this setback, stating, “That’s how this stuff gets rolling.”
Despite the challenges, Musselman remains optimistic. He is actively engaging with student organizations, including fraternity members, to foster a supportive atmosphere for the upcoming season. Recently, a group of students participated in a practice session, and Musselman encouraged them to support the team as part of a new student section.
As the countdown to the season opener continues, the question remains: will Musselman’s ambitious marketing initiatives translate into increased attendance and enthusiasm at the Galen Center? With the season just days away, energy is building, but the true test will come when the Trojans take the court.
Musselman is clear about his intentions: “It’s baby steps,” he said. Every effort counts, and he is hopeful that these initiatives will resonate with fans, ultimately transforming USC basketball into a must-see experience in Los Angeles.