The phrase “vertical alignment” has become a regular part of coaches' introductory press conferences. Who can disagree? It sounds positive, and supporters love to hear buzzwords. Make no mistake, a university that doesn’t have vertical alignment typically struggles to maintain success in athletics. But what does that mean, and how can we tell if our favorite university is vertically aligned?

Simply put, vertical alignment is achieved when the university president, athletic director, donors, coaches, and fans, in that order, work together to help each athletic program succeed. Each ingredient is of the utmost importance to experience success, but missing either of the top two ingredients is often fatal for an athletic department.

Take the university president, the most essential ingredient to athletic success. A university president who doesn’t understand the importance and value a solid athletics department brings to a school is often detrimental to athletic success. Everyone takes their orders from the president, and a leader who emphasizes winning in athletics will ensure the department is adequately funded.

One telltale sign the university president values athletics is their presence at sporting events. A president who takes the time to watch and support their athletics programs will want to win. The president who wants to win will demand success from the athletic director, who is the next crucial piece.

According to a source currently serving in that position, each athletic director has six primary duties. Those categories are setting the department's culture, hiring, evaluating the entire department, including staff and facilities upkeep and upgrades while keeping a forward vision, managing the budget, infusing the department and campus, and managing personalities. 

The most impactful of those categories is managing the budget, which includes fundraising. It’s the one thing most people hate to do the most, yet no athletic department can be successful without raising money. Fundraising requires the athletic director and president to establish relationships with donors and businesses. Too often, I hear administrators speak about the financial challenges they face. This is a sign that the athletic director and/or president would prefer to use excuses than put in the work required to raise the money.

If the president and athletic director are “vertically aligned,” the remaining ingredients will fall into place. The president demands that the athletics programs win, which leads the athletic director to build relationships with donors to raise the necessary funding. The athletic director will demand each coach maintain a winning program or hire someone who will, and fans tend to fill stadiums when their favorite teams are winning.

One example of a university clearly in vertical alignment is Tarleton. The Texans are not alone in achieving the holy grail in Texas; they are a great example. Their recent investment in athletics facilities and move to NCAA Division I began under former president Dr. Dominic Dottavio. Tarleton’s enrollment increased by 69 percent, donations to the university increased by 78 percent during his tenure, and he helped secure the $26.4 million renovation of Memorial Stadium. Tarleton’s current president, Dr. James Hurley, has continued to improve the university’s stratospheric rise over the last decade and often attends sporting events.

Tarleton’s former athletic director, Lonn Reismann, is a legendary basketball coach with unique fundraising abilities. No one was more intense on the sidelines during a football game than Reismann. Current athletic director Steve Uryasz has maintained the standards Reismann set. The coaches of each program understand the demand to win and know they won’t remain with the school very long if they don’t produce results. 

The vertical alignment of the Texans' administration has resulted in a passionate and vocal fan base. While the attendance numbers for athletic events are a bit inflated at times, there is no denying the Texans draw a crowd. It’ll be interesting to see the attendance figures when the new basketball arena opens next year.

Engaged fans play an essential role in the athletic department's success. The university’s marketing departments are vital in making fans and the community aware of sporting events. Many administrators complaining about a lack of attendance or fan engagement must pressure the marketing department before blaming the fans.

Like donors, fans can create an uproar if the programs don’t achieve their desired success—however, fans who want to win need to do more than complain. While many fans don’t have the money to be known as donors, there are other ways for them to be involved in the success of the programs. Many have a club or other designated group with membership based on a monthly or yearly payment geared to fit most people's budgets. Still, the most important thing a fan can do is purchase season tickets or attend as many home games as possible. 

Achieving vertical alignment is complex, requiring focus and attention to detail at multiple levels of the university. However, a university and athletic department that is vertically aligned with donors, coaches, and fans creates sustained success and sets higher standards. 

It’s what winners do.