By Itzhak Mashiah

Guest columnist

Where I’m from, when you mention “football,” it usually refers to soccer. But something about being in Oxford in the past year changed that. My interest in the American version of football, which was minimal at first, grew—especially thanks to the University of Mississippi’s team, the
Rebels.

The team clearly reflects the university’s strength, and it’s nearly impossible not to be caught up in this energy. What inspired me to write this article, however, was a defining moment—the Ole Miss game against Georgia.

To put it into context, for those who aren’t following the SEC — or perhaps didn’t hear about it (though I find that hard to believe)—the game against Georgia set an attendance record at Vaught-Hemingway Stadium, with over 68,000 fans in attendance. Sports experts say that the game itself was thrilling, and the outcome was especially surprising when thousands of fans stormed the field to celebrate. But the most unforgettable moment came when, in a burst of spontaneous energy, the fans took down a goalpost and began carrying it through the streets toward the city center. Looking on social media posts, show it was a thrilling, iconic event.

This game, of course, was not just a sporting event—it also sparked a range of marketing and commercial activities. Organizations quickly seized the opportunity to offer souvenirs commemorating the historic day, creating a sense of participation and connection for fans. These offerings allowed people to feel that they were part of something monumental, a day that would be talked about for years to come. Examples included printed souvenirs, posters, and even pieces of the goalpost, all designed to immortalize the moment and keep it alive in fans' memories.

These products capitalized on the event’s emotional and cultural significance, turning a moment of spontaneous celebration into a lasting commercial opportunity.

As a lecturer and marketing researcher, what truly fascinates me about the dynamic between the sports team, the university, and the town of Oxford is how they mutually benefit from each other.

The strong connections between these entities, combined with the sophisticated marketing techniques that seamlessly integrate them, create a powerful sense of place and identity. It’s remarkable to witness how these groups collaborate to amplify their shared influence.

Reflecting on the game against Georgia, what particularly caught my attention was how marketing principles were woven into nearly every aspect of the event. For example, while hundreds of fans paraded the goalpost around Oxford, the police department cleverly took advantage of the moment with real-time marketing (RTM). They posted a simple but humorous update on social media: “See you soon on the Square, Mr. Goalpost,” followed by a second post:

“They got both of them,” acknowledging that the fans had taken both goalposts. This witty, timely response garnered over 12,000 likes, nearly 600 shares, and a flood of positive comments.

When I asked my students how they felt about the post, the main response was that the police seemed human, approachable, and relatable. They were not just enforcers of the law but a part of the community—an image that stands in stark contrast to the often-strained relationship between Let’s Go Rebels‼️” and later she wrote: “The goalpost has arrived on the Square.”

Of course, the event didn’t end with the final whistle. The iconic image of the goalpost, paraded through the streets of Oxford, became a catalyst for continued marketing efforts, transforming a spontaneous celebration into a lasting symbol of community pride and unity. Through strategic
social media engagement and the city’s recognition of its role within the broader university culture, the goalpost incident evolved into a powerful marketing moment that extended well beyond the field. Just days after the event, city leaders likely recognized its marketing potential
and leveraged it as a place-marketing tool.

By forging an emotional connection with iconic elements, cities around the world have used this technique to boost tourism, attract investors, and, as in Oxford’s case, strengthen the bond between the football team’s success, the university,
and the city itself.

With that, the following post was published:
“Oxford just feels different this week, doesn’t it?! A HUGE football win over Georgia and the
Square Christmas lights have put a smile on everyone’s face! As I watched videos of the goal
posts coming down University Avenue Saturday night, the first thought I had was, “Please do not
let those poles hook our Christmas lights!” The second thought I had was, “We have got to
install a goal post somewhere in town for photos!” […] Bring your family and friends to the
Welcome to Oxford mural behind City Hall and take pics with the goal post! Please post your
pics with #ourtownourteam #goalpostpics so we can track all of the fun!”.

The post has so far attracted about 450 shares, 2,500 likes, 230 comments, and, of course, responses from people eager to take pictures with the goalpost. And the police department in Oxford? They, too, are meet again with the goalpost —with a photo. This is a smart marketing strategy that exemplifies a core lesson taught to students in the Integrated Marketing Communication department: the connection between offline and online channels, along with the effective use of emotional marketing to enhance brand reputation.

In conclusion, the sports programs at the university and in the city of Oxford continue to create a vibrant ecosystem that benefits tourism, economics, culture, and marketing. While there are ongoing economic challenges tied to athletic success, such as rising real estate prices, housing
shortages, and traffic congestion, these issues deserve a separate conversation. Now, we can reflect on Ole Miss’s recent victories and recognize how the Rebels’ brand and symbols remain a unifying force, continuing to strengthen the bond within the community.

For me, “football” is no longer just soccer. It’s much more.
Go Rebels.

Dr. Itzhak Mashiah is a Visiting Professor of Integrated Marketing Communication, School of Journalism and New Media.