Every college football fan has heard of the term East Coast bias, especially when Heisman contenders from smaller, Western schools get overlooked. As the Heisman race heats up, it’s worth examining how regional media focus and visibility can impact players’ chances, brand building, and public image. Here’s a closer look at how this bias affects Heisman hopefuls and what athletes and programs can do to overcome it.
What is East Coast Bias, and Why Does it Matter?
East Coast bias in sports refers to the media’s tendency to highlight the teams and players from the East Coast or the prominent conferences like the SEC and BIG Ten. This bias has a measurable impact on which players receive media coverage, which ultimately affects the fan perceptions and fan voting polls for the Heisman.
Consider Ashton Jeanty from Boise State: Jeanty’s stellar season has captivated Western audiences, but he receives far less coverage than players from larger media markets on the East Coast. While his performance is Heisman-worthy, the lack of visibility may impact his recognition. When media attention skews toward Eastern teams, exceptional players from smaller or Western programs often struggle to stand out. You can read more about the East Coast bias here.
Why East Cast Bias Persists
The East Coast has a high density of media markets, including New York, Boston and Washington D.C., where major sports networks are headquartered. With media outlets broadcasting on Eastern time, games played on the West Coast often air too late to capture people’s attention. For athletes from smaller schools outside the East, getting consistent coverage becomes a challenge, as highlight reels and game recaps may not reach as many viewers or voters. You can read more about how geographic location affects sports here.
How Can West Coast Players Overcome This Bias?
Overcoming East Coast bias is possible. Take Jeanty, for example. For someone with high Heisman stock but in lesser-known conferences, there are a few things you could consider.
– Showcasing Unique Achievements: Emphasizing stats that set him apart from other contenders. He has already broken so many this year that putting them out there will make people more knowledgeable about you.
– Engaging Unique Nationwide: Using social media to interact with fans and share the Boise State story.
National Partnerships: Collaborating with sports brands or media to increase their exposure to the national stage. I don’t see him in nearly as many advertisements as I should, and instead, I see players from the East Coast who are not as successful as Jeanty.
East Coast bias is a reality in college football, but strategic communication can help bridge that gap for talented players outside the Eastern spotlight. As fans, we should recognize the challenges West Coast or just lesser-known conferences face in gaining equal recognition. Also, PR advocates can help by leveraging storytelling, social media, and media partnerships to give deserving athletes like Jeanty the attention they deserve.
Check out the latest updates on the Heisman race, follow me on social media, and stay tuned as we dive deeper into the dynamics that are shaping this exciting season.
Reece Judish 
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