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For some high schools, winning championships is explicitly about building the brand

from Forbes

During Indiana's high school boys basketball championship games, a coach gave a particularly jarring quote at the end of a game, in that you don't expect a coach to understand so well that he's in the marketing business, too. After Indianapolis Park Tudor won the 2A title, its coach, Kyle Cox, said in a live interview that the victory was great for the team, the school and "the Park Tudor brand." more

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