In December 2014, the University of Alabama-Birmingham announced it would be shutting down the school’s football, bowling and rifle programs. School president Ray Watts said at the time that the decision was an unavoidable financial one, and that “killing football was not what we set out to do.”
5 most ridiculous things about UAB’s football shutdown memo
The school had prepared to end its football program months in advance.
Marvin Gentry-USA TODAY Sports
As evidence has piled up that Watts and the school were less than honest with their intentions, fans and local media alike have called for the president’s job.
The full public relations memo created by UAB was publicly released Tuesday, with documents from consulting firm CarrSports, public relations firm Sard Verbinnen & Co and UAB. The full binder can be found here.
1. Timing is everything
CarrSports’ Sept. report for UAB emphasized the importance of waiting until the conclusion of the football season to make the announcement.
- “Allowing the season to be ruined for the majority of players (...) could hurt those student-athletes and create a PR problem that could deeply concern-decision makers in the state legislature.”
One more obstacle to avoid: the Alabama Board of Trustees meeting in November. President Paul Bryant Jr., son of Bear, has long been accused of holding a vendetta against the UAB football program, and the school tried to avoid any connection between the board and the program’s closure.
- “By announcing post-season, UAB both minimizes the risk of meeting disruption and mitigates any inference that the decision was driven by the Board of Trustees. The strategic review required time and careful deliberation by the department and the community’s perception of it should not be compromised by the negative optics that could result.”
When it came time to make the announcement (in December), UAB stressed its timeliness in telling the athletes (emphasis mine).
- “While there is no perfect time to make this announcement, in fairness to UAB’s student-athletes and coaches, it was of the utmost importance to communicate the Athletic Department’s final decision as soon as it was made.”
The announcement’s point in the calendar was also compared to that of a simple coaching transaction.
- “It is common for coaches to announce departures during the time between the regular season and the bowl game, and this would be handled similarly.”
UAB fan HQ
UAB fan HQ
2. Distractions are important
Luckily for UAB, other schools claimed financial problems. Reports emerged in August that Hawaii’s football program might shut down (it did not), while other on-campus UAB facilities faced money issues.
- “It is possible that the UAB Health System may lay off employees before Dec. 1; that sets an important context and perspective.”
- “News coverage has already begun around potential changes to collegiate program (sic), including Hawaii and others, which will likely take the heat off of UAB and serve as a good media distraction post-season. Moreover, having to cancel a potentially winning team’s program further demonstrates that it is the system that is broken, not UAB’s management.”
3. Win-loss records don’t matter, except when they do
UAB emphasized the program’s success was not a factor in the decision. The Blazers would go on to become bowl eligible for the first time in a decade.
- “A good season and potential bowl eligibility would make no difference.”
- “This decision is driven by a stark fiscal reality that a winning season cannot change.”
But when it came time to explain why the decision was made, President Watts brought up the program’s on-field problems as a factor.
- “The fact is that football has historically been our least competitive athletic program.”
4. Really, UAB did the athletes a favor
UAB prepared reasons its players should continue to try hard on the field, in case the announcement was made before the season’s end. From the school’s Q&A guide to athletes:
- “Transfer: Take this opportunity to showcase your talents and use the remainder of the season to secure an opportunity to continue your athletic career at another school if you so desire.”
- “Seniors: A unified team can make sure our seniors finish their careers the right way -- something they have earned and deserved.”
- “Coaches: The better this team performs, the better the available opportunities will be for the coaching staff as they take the next step in their careers.”
Athletic director Brian Mackin prepared to let athletes know eliminating their sport would help them (emphasis mine).
- “This will be a difficult transition, but it will demonstrate your ability to deal with hard times and show heart, work ethic, loyalty and dedication. These are traits to be proud of and this is a story you will be able to share and benefit from in every job interview for the rest of your life. Take this opportunity to prove your ability to deal with a difficult situation and to help others through the same -- something employers look for.”
5. Unlimited snacks did the Blazers in
In 2014, the NCAA announced it would allow unlimited meals to athletes. A real passage from UAB’s memo to the NCAA on the program’s financial woes:
- “UAB Athletics’ potential is also impacted by ongoing NCAA Division I restructuring, along with new (2) and prospective legislation requiring a substantially heightened financial investment in student-athlete financial aid and other well-being initiatives.”
- ”(2) -- Effective August 1, 2014, NCAA Division I member institutions were permitted to provide meals and snacks to student-athletes as a benefit incidental to participation in intercollegiate athletics.
Financial woes were repeatedly brought up, with page after page of figures explaining that UAB did not have the money. There’s just one problem: that doesn’t seem to be all that true.
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