His sequined jacket glistened under the stadium lights as Wesley Johnson grabbed the mic.
“That’s right, folks! You know ’em… you love ’em… head to the concession stand for our world-famous JaxCo nachos! A recipe dating back to the Mexican-American War!” Fans laughed and cheered, eager to grab a plate before the second half.
Johnson, in his fourth year as the PA announcer for Jackson County soccer, has been a part of an effort to bring both energy and commercial flair to Panthers and its brand. He’s developed a whole routine around doing the public address announcing as if he was broadcasting a game on the fictional “JaxCo Radio Network.”
With rising costs and a growing student population, athletic directors are using innovative strategies to fund programs and support athletes. Local schools like Jackson County and East Jackson are turning to social media, sponsorships and game-day entertainment — like Johnson’s play-calling — to boost attendance and revenue.
Revenue for high school athletics falls onto the coaches and athletic directors of each school to build up and promote their programs. The National Federation of State High School Associations offers consulting services for schools to help each program navigate the new waters.
Mark Koski, chief marketing officer for the NFHS, said high school is an underestimated market for brands.
“If brands today look at how they make their money, they’re making it from high school students,” Koski said. “The brands are coming to high school now, more than ever. There’s all this money coming from sponsorship, because I think they’re starting to see that.”
Local high schools are taking the national changes to heart.
At nearby East Jackson High School, marketing has become a tool for generating revenue. Sponsorships from local businesses and brands help cover costs for equipment and upgrades for facilities, especially during major events like region and state championships when schools see large crowds on campus.
When you can tell them that there’s going to be thousands of people coming across your campus and be able to see whatever their sign is, that’s great marketing for them, but also for us,” said Wesley Wheeler, the athletic director for East Jackson High School.
At Jackson County High School, soccer games are now marketed like a full collegiate production. Wearing his bright red sequin jacket from Amazon, Johnson brings an energetic personality to every soccer game.
Johnson began his PA career in response to the need for an announcer and scoreboard keeper for his son’s middle school team. With no experience, Johnson decided to give it a shot.
“It was something I’d always wanted to try,” said Johnson. “When I go to a Braves game or Atlanta United game or Falcons game, I always thought the person who’s doing that must have the coolest job in the world.”
After his first year, Johnson became comfortable with the spotlight and decided to change up the monotone job. The JaxCo Radio Network keeps fans engaged from kickoff to the final second.
Complete with radio breaks, weather updates and pre-recorded interviews, Johnson transforms the stadium into a live broadcast experience. Johnson said he approaches the job like a real radio broadcast for a massive audience, even if it’s just for the crowd in the stands.
For Johnson, the players are the stars of the show. He uses his mic as a marketing tool for each player.
I want them to feel that big game atmosphere,” Johnson said. “We want them to feel like they are really special.”
Social media has been one of the biggest drivers of the new marketing shift. Platforms like Instagram allow schools to market their athletics by sharing highlights, promoting events and informing the community.
“Social media plays a big part in our marketing,” Johnson said.
Parents even notice the shift. Caroline Neikirk, whose son plays soccer for Jackson County, said increased promotion through social media and theme nights has made it easier for families to stay informed about games.
As Jackson County continues to grow, its approach to athletic marketing reflects a broader trend across high school sports. Programs are no longer just hosting games but are building brands and creating experiences.
The game does not end at the final whistle. The marketing impact continues through social media, brand sponsorships and ongoing community engagement, keeping fans connected long after the final radio break.
“We’ll be right back in a moment,” Johnson intones, “right here on JaxCo Radio Network.”
Ally Gamber is a student in the undergraduate certificate program at the John Huland Carmical Sports Media Institute at UGA.
