*The following is an excerpt from the book Brands Win Championships*
Number or jersey retirement ceremonies are great for a couple of reasons. First, it gives you permission to reach out to your fan base again while giving families another activity to attend that’s centered around your program. Second, it is very important to keep your alumni involved and feeling appreciated. We already talked about the benefit of professional athletes representing your school and your program simultaneously. The more you show appreciation to your alumni, the more likely they are to turn themselves into walking and talking billboards for you.