By:Peyton Jenkins

The Run Herschel Run sticker worn by students at home football games. Photo/Peyton Jenkins
Can aligning with the University of Georgia Bulldogs be enough for a candidate to get over the touchdown line? Brian Kemp, Herschel Walker and Burt Jones are just some of the candidates this election cycle that are branding their campaign with football. Whether that is being a household name and legend as a player like Walker, or hosting tailgates for every Athens gameday like Kemp. This brand is inspired by likeability and being relatable to the average voter in order to win the election, but is it enough to get over the finish line?
Why it’s Newsworthy: This story is one that can show emerging trends in politicians in Georgia and the Southeast, and a new kind of candidate we are seeing: former football players. The emerging brand that is football can have enormous benefits to candidates likeability, and could possibly be the one thing that can get a football player in the position to create laws.
Joseph Watson Jr., Carolyn Caudell Tieger Professor of Public Affairs Communications at Grady College of Journalism and Mass Communication at the University of Georgia spoke about how football is impactful for many people regionally in the Southeast but especially in Georgia. One example regionally is Coach Tommy Tuberville from Alabama being a Senator.
“The college football legacy predates the professional football legacy in places like Georgia and the Southeast,” Watson said. He went on to discuss that because of this, people have more of a loyalty to college football here, even when they did not go to school here.
Ryan Kerley, a reporter and content creator for Dawg Post and UGA student that covers Georgia football, agrees with this testament, and says that college football is more than football in Georgia; it is part of a culture in the South.
According to Watson, the effectiveness of candidates using football as part of their brand has to do with the “beer test” in politics. The more likely a voter is to want to sit down and have a beer with the candidate, the more likely they will be elected to office. Watson describes using football as part of a campaign brand can make the candidate more relatable and likable to voters and push them forward to get more votes.
Walker, a conservative currently running for the United States Senate and previously a running back for UGA, has mobilized on his already established brand of football, including adding a football to his campaign logo as well as having stickers at numerous UGA games that say, “Run Herschel Run”.

Herschel campaign image featuring the use of a football and UGA football team colors. Photo/ Courtesy Herschel Walker campaign site
Burt Jones, a previous conservative Georgia state senator who is running for Lieutenant Governor in Georgia, has also managed to include football in his brand. In one of his campaign advertisements, he speaks about how he played for the Georgia Bulldogs and even features a picture of himself in uniform on his campaign website.

Burt Jones features as a UGA football player on his campaign website. Photo /Courtesy Burt Jones campaign site.
Governor Kemp has even managed to host tailgates in Athens and allow for the public to see him as any other person, which has allowed for him to connect with voters more and allow for a real relationship with the population, rather than standing on a pedestal.
In recent years, political actors have capitalized on football for both social mobilization and political propaganda, creating a network of relationships between football, politics and society. Football may be an effective tool for campaigning but Kait Branson one of the campaign managers of War Room Strategies, a campaign PR firm, says it cannot get someone over the finish line.
“The problem is not using football as your brand but allowing football to be your only brand and I think that’s when you can get in trouble.” Branson said. She went on to say that in her work in many southern state campaigns, people in Tennessee would elect Peyton Manning as their governor in a heartbeat just because he is likable and seen as a legend.
The brand of the red and black, beer and tailgating is effective in Georgia and gives the candidate the edge, but it is not something to be relied on to be seen as an effective leader and politician. Adding more to this brand can be helpful, and come November, we can see how impactful this will be for the three candidates on the ballot.


















