The impact that came with Racer basketball

The rise of Ja Morant and the Racer basketball team brought quite the impact to the small, friendly town of Murray, Kentucky.

Shawn Touney, director of communications at Murray State, said the publicity surrounding Morant and the team has been extraordinary.

“I don’t think a day went by where you weren’t seeing his name and by extension Murray State University on local, regional or national media outlets,” Touney said. “That’s really been incredible.”

This helps with awareness of the institution, alumni, development, fundraising and recruitment.

“It really has a ripple effect that a lot of different groups benefit from so it’s a great positive.” Touney said.

He thinks this overwhelming mention does prompt further inquiry; people might go to the school’s web page and learn more about what is offered.

“There is a lot of great academic programs and student organizations in a nearly 100 year history of the institution,” Touney said. “As people have heard Murray State, they’re taking a look, they’re curious.”

The hype surrounding the team has brought an awareness to Murray that is causing an impact.

From December 1^st through roughly the first week of January, Murray State had roughly 46 million dollars in advertising value equivalency, Touney said. That is the dollar amount of media earned through mentions of the school on TV, radio and in print media.

“This has been a tremendous opportunity for us,” Touney said. “It’s been quite a buzz that doesn’t happen all the time.”

It’s not just the school that is feeling an impact, but Murray as well.

Kayla Speis, director of marketing and communications at the Murray Convention and Visitors Bureau, said Racer fans have been traveling from all over just to watch Morant play.

“He has become an internet sensation, and is frequently featured all over ESPN for college basketball,” Speis said. “Naturally, he and the rest of the Racer Basketball team has drawn a crowd throughout the season and people love to watch them play.”

With the late games, the majority of traveling fans choose to stay the night and travel back home the next day.

“For the most part, our restaurants and gas stations have seen the most impact,” Speis said. “Those are two of the main places Racer fans spend money when they are in town.”

She has seen a large impact with fans coming into Murray to see the team.

“We have noticed an uptake in visitor guide requests and followers on our social media throughout the season, so I believe that people are curious to see what Murray is all about.” Speis said.

They are over the moon about the national exposure the town is receiving surrounding the basketball team.

Will Aubrey, writer and sports announcer for Calloway County High School, has been a fan of Racer basketball since he attended Murray State in 1976.

“In 2011-12 when we were the last undefeated team in the country is the only time that it’s ever been like this,” Aubrey said. “I remember [they] came on the intercom and they announced that Syracuse had lost, leaving Murray State as the last unbeaten team in the country.”

There were a lot of sellout crowds; before the game against St. Mary’s, the line from the CFSB center went out into the parking lot and down the hill.

“I think this will help to recruit in the years to come the same way that getting Isaiah Canaan and Cameron Payne helped play into the recruitment of Morant,” Aubrey said. “One reason he came here was that Murray State was known as ‘point guard U’ – a place that produced top point guards.”

He said there are places like Kentucky, Louisville and Duke that have thousands of fans but there is a difference between them and Racer basketball.

“You get to know the coaches and the players so when you’re rooting for the Racers, you’re rooting for family,” Aubrey said. “That makes the attachment much greater than if you’re rooting for a team like UK because you saw them play on TV when you were a kid.”

He said Murray is a town united through its local sports teams.