As MSU head football coach Mark Dantonio served as the Grand Marshall for the Quicken Loans 400 race at Michigan International Speedway over the weekend, MSU football got exposed to millions of sports fans who may not care for the Spartans or even college football. As he did numerous national interviews and spent countless hours selling the program the impact will be felt for years.
One sports marketing executive with Coca Cola who I have known for years told me, “Outside of a massive bowl like the Rose or Cotton and the success he has had in those games, this might possibly be the most specific, one day even marketing machine of his tenure as it would result in national exposure.