Notre Dame's "Love" Strategy for Heisman Glory

Notre Dame orchestrated a unique Heisman Trophy campaign for running back Jeremiyah Love, prioritizing compelling moments over traditional statistical benchmarks. The strategy, spearheaded by associate athletics director Katy Lonergan, aimed to build Love's national profile throughout the season.

Elements of the campaign included a Nicholas Sparks collaboration and "Love on Top"-themed merchandise, drawing parallels to past unconventional Heisman pushes. While Love's season stats were not historically dominant for the position, the program emphasized his dynamic plays and personal growth.

Despite Love's final game being cut short by injury, Notre Dame executed an aggressive marketing strategy, featuring billboards in Times Square and Los Angeles. The efforts aimed to secure Love's candidacy, showcasing the program's commitment to its first Heisman winner since Tim Brown.