The Michigan High School Athletic Association is a private, not-for-profit corporation comprised of over 750 public and private senior high schools across the state.  Member schools of the MHSAA are eligible to participate in season-ending, sport-specific tournaments that collectively draw approximately 1.6 million spectators annually. These events are frequently broadcast on regional networks and digital platforms, including the State Champs Sports Network.

The MHSAA and State Champs! initially partnered to produce video content aimed at enhancing the excitement and visibility of the state finals tournaments. This collaboration evolved into a broader initiative, addressing the decline in registered game officials.  By the 2020 athletic calendar year, the number of registered officials in Michigan had dropped by 33%, posing serious challenges to game scheduling and placing increased strain on existing referees. The MHSAA saw an opportunity in State Champs’ strong connection with Michigan’s spectator sports audience to raise awareness and drive recruitment efforts among key demographics.

As part of a coordinated campaign, State Champs! integrated messaging into its digital content to highlight the officiating shortage and encourage new registrations. This included 30-second promotional spots, live reads during GameTime Live streams, and original video content paired with MHSAA-branded messaging.