Brand Tone

Proud, Passionate, and Community-Centric, with an informal and conversational nuance for community engagement.

Brand Values

• •Philanthropy and Character Development
• •Student-Athlete Empowerment
• •Community and Unity
• •Inclusivity and Compliance
• •Legacy and Tradition

Best Practices

• •Use "Insider" Language: Consistently use terms like "Spartan Dawgs," "Spartan Nation," "Go Green," and "Sparty" to foster a strong sense of community and shared identity. This reinforces that the brand is by and for the MSU faithful.
• •Lead with the Mission: In all communications, especially those asking for support, emphasize the dual mission: empowering athletes *and* promoting charitable giving. This unique value proposition is a key differentiator and a point of pride.
• •Celebrate the Athlete as a Whole Person: Go beyond on-field achievements. Highlight their character, academic pursuits, and the charities they choose to support. This reinforces the value of "character" that the brand champions.
• •Maintain an Empowering and Positive Voice: The tone should always be uplifting, proud, and forward-looking. Avoid negative language, even when discussing challenges. Frame everything as an opportunity for the Spartan community to come together and succeed.
• •Be Authentic and Conversational in Community Spaces: For podcasts, livestreams, and social media interactions, adopt the conversational, "virtual tailgate" tone. This makes the brand feel more accessible and strengthens the connection between the hosts, athletes, and the audience.

Social Perception

The public and fans perceive "This is Sparta!" as a crucial and well-run organization essential for Michigan State's athletic success in the NIL era. Its unique, philanthropy-first model is a source of pride and is often highlighted as "NIL done right." The involvement of respected alumni enhances its credibility and strengthens its bond with the fanbase. It is viewed as a stable and positive force, especially in contrast to other NIL-related controversies that have occurred elsewhere.

Copy Examples

• •Headline: Fuel the Future. Honor the Legacy. Body: When you support This is Sparta!, you're not just funding an athlete—you're empowering a Spartan to make a difference on the field and in the community. Join the collective and show the world what Spartan Nation can do together. Donate today. #GoGreen #SpartanDawgs #NIL
• •Image: A high-quality photo of the athlete in action. Caption: Spartan Pride runs deep in [Athlete's Name]! We are thrilled to welcome this leader from the [sport] team to the This is Sparta! family. With every play, [he/she/they] embodies the spirit of a Spartan, and through our partnership, they've chosen to support [@CharityName]. That's NIL with an impact. Welcome, [Athlete's Name]! #ThisIsSparta #SpartanFamily
• •Headline: Build Your Legacy Through Theirs. Body: Your contribution to the This is Sparta! fund does more than support Michigan State athletes; it instills a lifelong commitment to philanthropy. Partner with us to empower the next generation of leaders and champions in a way that is impactful, compliant, and tax-deductible. Change the game with us.
• •Title: Inside the Huddle with [Guest Coach/Player Name] | This is Sparta! MSU Ep. 152 Description: The ONLY show about Spartan Dawgs, for Spartan Dawgs. This week, hosts Jason Strayhorn and Sedrick Irvin sit down with [Guest Name] to talk rivalry week, locker room stories, and the future of Spartan football. Hit SUBSCRIBE and join the live chat—it's a virtual tailgate you won't want to miss! #MichiganState #Big10
• •Subject: Together, We Made a Difference. Body: This year, the Spartan Nation rose to the challenge. Because of your support, This is Sparta! partnered with over 100 athletes across 11 teams, funding not only their ambitions but also their chosen causes. From [Example Charity 1] to [Example Charity 2], our athletes learned that the Spartan spirit means giving back. Thank you for being part of the mission.