in 1979 university of iowa head coach hayden fry created the hawkeye marketing paper... · coach...

Trademarking the Tiger Hawk: Rebranding Fandom at the University of Iowa, 1979-1985

In 1979 University of Iowa Head Coach Hayden Fry created the Hawkeye Marketing

Group in order to reinvigorate fan interest in the football program. Against the backdrop of local

economic strife, regional values that predate their Tiger Hawk symbol by over a century were

rebranded as modern, stylish, and trendy through the creation of a newfound pride rooted in

athletic victory and university growth. Trademarking the Tigerhawk marks a transition for the

athletic department‟s shift away from collective ownership towards a more corporate, detached,

institutional one. According to Danille Christensen Lindquist, spectator sports like football are

polysemic phenomena that produce cultural performances on and off the field.1 As Fry's winning

program developed a corporate image and relationship with the sport-media complex,

expressions of affiliation concomitantly challenged by fans and limited by commercial interests.

Today the Tiger Hawk has become a mass-produced, unquestioned symbol that enacts

particular athletic, institutional, and regional identities. In an ethnographic study of USC

players, Shirley Fiske argues that football-as-ritual gave players “a coherent and perceivable

bundle of values in which to identify.” These values are imbued with a set of beliefs that level

out cultural heterogeneity in exchange for gendered capitalist ideals. In the Spring of 1980 Fry,

recognized that a new set of beliefs focused on ability and victory were sorely needed to “change

the image of Hawkeye football and increase pride…” Fry said “Where I come from, it‟s called

selling the sizzle before the steak.”2 Sport, but particularly football is mediated through

narratives that embody American entrepreneurial ideals of innovation, achievement, devotion to

errand, and fair-play.3 Lindquist argues that this fair-play dyad transforms the game from its

abstract form into familiar tropes in which practices can be developed to situate and delineate

local identity.4 In addition to introducing a number of new traditions marking the program as

unique, Fry utilized the media to situate the home team in opposition to other athletic titans


fueled by the dollars of presumptuous patrons and folks that just weren‟t as down to Earth. Fry

actively sought to draw fans and boosters into a constituitive center. His ability to expand the

scope of each contest and invited a different kind of public participation which helped to

generate further donations and establish a new legacy.5

In the 1930s, regionalist artist Grant Wood depicted Iowa as a place where people were

neat, tidy, well-kept, and hard-working. Dorothy Schwieder argues that Iowa‟s people and

landscape occupy the national imaginary as moderate, stable, regular, consistent, and devoid of

excess and extremes. 6 These associations have been strongly tied to Euro-American settlement

patterns prompted by the US government‟s conclusion of treaties with Missouri, Oto, and Omaha

Indians in 1830. John Deere‟s invention of the steel mold board plow in 1837 provided the only

technology hardy enough to cut through tough mat-like prairie grass roots and create an

opportunity for Northeasterners and Southerners to migrate and settle.7 The long-term separation

or geographic isolation experienced by many rural dwellers in the Great Plains states was

lessened by the small 80 acre farms and rapid and contiguous settlement patterns. Fertile prairie

covered 80% of the state contributing to its “preeminence as an agricultural state” and as region

that exhibited a common set of interests and concerns.8

Iowa is situated in what some historians have identified as the New England Belt, a band

of American migration that pushed Westward through the Northern US. This path is

characterized by many of the institutions and values deemed important by Northeasterners during

the nineteenth century. Large amounts of Protestant and Catholics settled in Iowa and by 1900

had established over twenty-five church colleges. An emphasis on formal primer education was

coupled with morality through daily lessons, text books, and advice columns for rural children

like those found in the McGuffrey Reader which espoused, “little children, it is better to be good


than to be wise.” Henry Cantwell Wallace, a professor at Iowa State College and founder of

Wallace’s Farmer helped popularize the belief that Midwestern farms were cradles of democracy

and decency unlike urban centers of sin, corruption, and sloth.9 Notions of Protestant work ethic,

utilitarianism, practicality, and thrift influenced judgments of behavior and attitudes toward

work. The educational system firmly established the notion that hard work was positive,

distinctly gendered, and that a person‟s place within the economic landscape was based on the

practicality of their labor.10

The state of Iowa, according to Schwieder etched out a “distinctive place for itself with

its particular prairie environment, its reformist social nature, and its agrarian stability”.11

In 1980

three out of four Iowans were natives and were still a relatively homogenous group in terms of

demographic and cultural values. Kinship networks and settling near family members were still

commonly valued and practiced.12

Hayden Fry entered the University of Iowa under the

concluding tenure of Williard “Sandy” Boyd (1969-1981), a president particularly remembered

by colleagues for his skillful negotiation of “town and gown” sensibilities in the early 1970s.13

Under Boyd the university took much pride in its faculty, facilities, and programs housing such

names as Meredith Wilson in the music department, astronomer James Van Allen, as well as the

prestigious Iowa Writers Workshop, the Hancher Center for the Performing Arts, an ever-

growing hospital complex, and one of the best Art Museums in The Big Ten.14

In 1979 the

athletics departments were divided into women‟s and men‟s programs led by their own

respective directors. The women‟s program led by Christine H.B. Grant, the “first and only

women‟s athletic director” and AIAW charter member began the eleven sport program in 1974

with a budget of $70,000.15

On the men‟s side Chalmers “Bump” Elliot oversaw several

programs, the two most prestigious being basketball and wrestling.16

In 1977, Head Wrestling


Coach Dan Gable led the Hawkeyes to their first NCAA championship.17

In 1978 the men‟s

basketball team Led by Lute Olsen awoke from competitive dormancy and surprised fans by

winning the Big 10 Championship.18

Though new to Iowa, Fry, the Texas native fit into the state‟s democratic imaginary.

While coaching at SMU, Fry recruited Jerry LeVias, the first African American player in the

South Western Conference.19

Fry promised his new constituency that the Hawkeyes would “fly

again” through the use of a wide-open passing system.20

He was described by the press as

presenting an unassuming attitude and maniacal work-ethic, catchy sayings, and a slick Southern

style. During televised games Fry was accompanied by an eccentric body guard known as “The

High Sheriff of Texas.” Other stadium-centric traditions included painting the visitor‟s locker

room at Kinnick Stadium pink and introducing the entry from the tunnel referred to as “the

swarm.” 21

Before the start of the first season Fry made an average of four appearances per week

at I-Club events and was criticized by the press for being too serious and working too hard.22

Fry wanted the program, including the uniforms to resemble something that symbolized

achievement and success. To accomplish this, Fry, an artist Jim Colbert, and salesman Jim

Quinn, formed Hawkeye Marketing Group. In the NFL, the dominant franchise, the Pittsburg

Steelers who also donned the Hawkeye black and gold were used as a template from which the

new look could be tailored. The Tiger Hawk logo itself was designed to be “impactful and

contemporary” according to Colbert who purposely stylized the logo to deviate from the

“cartoonish-type characters” found in the logos at other schools. He began with cocktail-napkin

sketches that focused on the head, eye, and beak of the hawk. When debuting the design to Fry

they silk-screened their 2-D image onto a few black helmets. Fry liked the idea calling it “a little


splash of sunshine.”23

Tiger Hawks were printed on ball caps, shirts, playing cards, and a

number of items for sale at JC Penny‟s sixty Iowa stores.24

As Fry struggled to bring Iowa its first winning season since 1961, the state of Iowa

began to face a major economic crisis. In 1972, the US Secretary of Agriculture encouraged the

nation‟s farmers to “get big or get out.” The 1970s was a time of rapidly rising farm income as

land values continue to climb. Banks approved larger and larger loans in order to expand or

modernize. As inflation climbed land prices followed. In ten years an acre increased 500%.25

Millions of farmers “put their assets to work” and borrowed against their inflated holdings by

upgrading equipment that required increasing the amount of land in production to turn profits.26

Farmers faced a major crisis on October 6th

1979 when the US Federal Reserve raised the cost of

borrowing money. As interest rates on farmers‟ loans increased, land values plummeted.

Schwieder argues that in the 1980s Iowa demonstrated a more prominent shift to mixing of urban

and rural values. Many farmers had taken jobs in the cities to avoid losing land.27

Despite the

changes in Federal Reserve lending, UI enrollment had increased by 5% and athletic giving had

reached one million in 1980.28

Over the next year, as the state began funneling money into more

welfare programs for struggling farmers, Governor Ray issued a 1% reversion to the UI.29

Fry‟s break-through season occurred in 1981. Opening with an upset against 6th

ranked

Nebraska, and Fry later celebrated his 100th

win against UCLA.30

Though the Rose Bowl

invitation brought a net profit of $70,000 to the athletic department, the increase in national

exposure and revenues were met with resistance from local and regional entrepreneurs.31

Attorney for the Tournament of Roses Committee, Hayden Carney expressed his desire for The

Tournament of Roses to be a chance to follow the example of the NFL and enhance the scope of

licensing. For the first time, The Tournament of Roses Committee struck a deal with Cascade


Mountain Tee of Kent, WA. The terms “Rose Bowl” and “Tournament of Roses” were

trademarked eliminating the ability of any outside firm to profit from selling paraphernalia to

“frenzied Hawkeye fans.” Subsidiaries of Cascade continued to sell products at local shops like

Iowa Book while J.C. Penny cancelled their t-shirt orders from local firms and immediately

obtained Cascade merchandise.32

Local retailer Jim Quinn received a letter from Cascade

accusing him of “pirating activities.” Quinn, who had not yet printed t-shirts, merely taken

orders responded by telling the Iowa City Press Citizen, “they‟re calling me a pirate, and they‟re

pirating the whole state.” Another company with west-coast textile plants, Champion Products,

Inc. was chosen to produce the game-day jerseys.33

Quinn also noted at such an economically

dismal time, millions of dollars would be lost to interstate outsourcing. Some smaller retailers

stayed quiet with fingers crossed hoping that Cascade would overlook their infringements, but

Quinn retaliated by creating a bootleg design that generated over 500 orders by early

December.34

Other Rose Bowl tensions involved access to the Pasadena stadium. The marching band

director was told that according to Committee guidelines only 196 of the UI‟s 240 horn players

and only 80% of the total band members and staff could enter the stadium.35

Other concerns

involved the finite number of tickets. Of the 21,000 tickets available only 75% were reserved for

general public. Conlins Dodd Travel Agency promised to guarantee alumni tickets if they

purchased the pricey $931 tour package.36

The Board of Athletic Control speculated that as

many as 5,000 Rose Bowl ticket orders would go unfulfilled.37

As Fry transformed the Hawkeyes into a bowl contending team, the use of rural-urban

binaries frequented prose describing the matchup between the two teams, the state of Iowa, and

its residents. Don Merry of Long Beach‟s Press-Telegram joked that the game promised “to be


as exciting as watching concrete harden… or lettuce grow.” Other writers tapped into the trope

of agricultural communities as passé. Lawrence Maddry of the Virginia-Pilot said the “Iowa sits

in the middle of the country and looks square on the map and square once you get there.”

Maddry joked that the state tree was a telephone pole.38

John Lacy wrote that most Iowa towns

are so small that the telephone book has a yellow paragraph” while Palm Beach Post-Times

writer Ron Wiggins espoused that “Iowans have a low excitement threshold.” First, “they satisfy

their wanderlust by going to Nebraska…”When Iowans dine out they go to the hospital

cafeteria…What [they] lack in sophistication, they make up for in thrift.” Other writers were

excited to see one of the Eight Dwarves from the Big Ten make an appearance rather than being

subjected to watching “Woody Hayes “slug a cameraman,” and “break up the yardsticks or

watch “Bo Schembeckler devise all manner of schemes designed to lose.”39

Former Mt. Mercy

choral director and Iowa expatriate Linda Williams admitted that “winter in Iowa must be lived

to be believed” and that “there are beautiful things in Iowa, [but] “most of them are hidden away

by the rich people who built them.” Williams too admitted she had once harbored the

stereotypes of pitchfork carrying overall wearers, she discovered some of the most thoughtful,

cosmopolitan, and literate people she had ever encountered. She wrote “far from being

provincial…[Iowans] are exceptionally well-educated, very articulate, sometimes outrageous,

occasionally inspiring, often creative. Sometimes even rotten to the core. But boring they are

not.” After Hawk fans landed in Pasadena, Nick Thimmosh of the LA Syndicate described Iowa

as “a gentle stable land whose productive people are generally unpretentious.” He complimented

Iowans for their ability to graciously accept their defeat 28-0 to Washington.40

Even more

impressive to west-coast writers was that despite the recession, more Iowans came to California

for the Rose Bowl in 1982 than the entirety of the Great Depression. Thimmosh argued that


football provided Iowa with the identity of being a winner, an identity they had suffered twenty-

three years without and was “good for Iowa‟s citizenry,” during a time of need.41

What was

good for Iowa‟s citizenry was no doubt good for the development of the athletics department.

After the 1982 Rose Bowl, both UI athletics departments proceeded to move forward:

both increased their budgets, made new hires, and embarked on a variety of facilities projects

including the completion of Carver Hawkeye Arena, the expansion of Kinnick Stadium, and

plans for new field hockey and softball facilities. Shortly after the Rose Bowl, The Hawkeye

Marketing Group donated the Tiger Hawk logo to the university.42

The university took over the

marketing business and established the Hawk Shops as outlets while beginning a licensing

program.43

The following fall semester a swell of Tiger Hawk products emerged for purchase

through the University of Iowa Alumni Review.44

Though Fry received no royalties after turning

the logo over, by 1989 the college and professional sport logos would become a $3 billion

market.45

The new cult of the Tiger Hawk involved frequent appropriation through homemade

signs and spirit accessories. Participatory game-day practices, according to Lindquist serve as

site where official symbols are embraced and reconstituted as fans inject their own performances

and egos into the day‟s events.46

One devoted Iowa fan, dental student Bob McNurlen designed

Tigerhawk and Hayden Fry tooth caps. When interviewed by a local reporter he estimated that

producing the temporary caps would cost $200-$400 per set. Profits, according to McNurlen

would go to the UI Dental College. Another zealous fan, Bob Duer had a pair of dentures

created that read “IA Hawks” claiming that when he lost his real teeth, he planned to replace

them with the “gold ones with „Hawks‟ inscribed on them.”47

One of the first post-licensing-

conflicts occurred during the 1982 Rose Bowl. Prestigious photographer and exemplary donor,


Joan Liffring-Zug Bourret captured a shot of a sign produced by Emill‟s Deli and the YMCA in

Cedar Rapids that read “… and on the 8th

day God created IOWA.” Bourret, returned home

from the Rose Bowl developed the negative in her studio, and published it as a post-card.

According to Bourett the athletics department later contacted her to ask how to properly cite the

copyrighted image in their own promotional materials. The artist‟s instructions were ignored.

Her irritation was amplified when merchandising manager for UI athletics, Dickie Cooper-Van

Meter threatened to sue Penfield Books. Threats of suit and counter suit were exchanged, though

neither party pursued the action. Since 1983, Penfield Press has sold over 100,000 copies of “On

the 8th

Day.”48

The UI‟s new modern and competitive sporting image that was advertised as the

university‟s athletics programs gained more visibility through new TV and radio contracts as

well and garnered record-setting attendance for wrestling and women‟s basketball.49

As men‟s

basketball, wrestling, and now football continued to grow, Thomas E. Brown, the executive

director of The Alumni Review proclaimed that the Hawkeye‟s return from the Rose Bowl “and

the promised success from other sports, men‟s and women‟s, [were] only part of the

unmistakable signs that Iowa [was] indeed embarking on a new era,” one of popularity and

patronage.50

Awarding fans for donations had been common practice in the Big Ten since the

inception of athletic scholarships in the 1950s. The 1977 reinstatement of the Cy-Hawk series

and Fry‟s arrival triggered an increase in ticket purchases and donors. After several instances in

which unruly fans flooded the field resulting in the destruction of five $2,000 goal posts seating

was reduced by 400 seats on the north end zone.51

Meanwhile the rhetoric of modernity and

style was used to describe the newly constructed award-winning, pole and column-free Carver

Hawkeye Arena. Despite the upgrade many local fans were upset that they were unable to afford


the sizeable donations required to secure a seat. Though a similar policy existed for donations at

the performing arts center, privileging “patrons” over “fans” resulted in much criticism from

local journalists and spectators.52

As Hawkeyes garnered more bowl invites, rural Iowans did not experience relief. The

average net farm income in 1981 had declined from less than $18,000 to $1,800 in 1983.53

The

university continued to diversify its funding and become less dependent on state appropriation.54

Further financial support would soon be generated for the athletic department after the NCAA

voted to restructure DI football allocating further television exposure and revenue to programs

that could draw and accommodate large crowds.55

As rural communities slipped into an

economic sinkholes men‟s athletics had escaped the previous decade‟s athletic drought.56

Big

banks continued to “foreclose on a way of life,” but the university and its athletics departments

thrived.57

Though tickets were selling and Kinnick was filled, between 1984 and 1985

bankruptcy among Iowa businesses increased 46%.58

Fry used his team‟s media exposure to be

to draw national attention to the plight of rural communities by adding a circular yellow

“America Needs Farmers” decal to helmets (1985-1992).59

The splashy insignia and color of the

Tiger Hawk served to remind fans that their newly victorious team championed compassion,

traditions of hard work, perseverance, and humility. However, the decal‟s modern gloss also

represented a hawk‟s eye towards a more sanitized and corporate presence that privileged

prosperous patrons and commercial interests on and off the gridiron.


1 Danille Christensen Linquist, “‘Locating’ the Nation: Football Game Day and American Dreams in Central

Ohio,” Journal of American Folklore 119(474): 445, 448. 2 Hayden Fry and George Wine, Hayden Fry: A High Porch Picnic (United States: Sports Publishing LLC, 2001)

106. 3 Lindquist, “‘Locating’ the Nation” 448; Allen Guttmann, From Ritual to Record (New York: Columbia University

Press, 2004), 71, 122-123; Michael Oriard, Bowled Over: Big-Time College Football From the Sixties to the BCS Era, (Chapel Hill: University of North Carolina Press, 2009), 36-38. 4Lindquist, “‘Locating’ the Nation,” 446.

5 Lindquist, “‘Locating’ the Nation,”448.

6 Dorothy Schwieder, “Iowa: The Middle Land” in M. Bergman (Ed). Iowa History Reader (Ames: State

Historical Society of Iowa & Iowa State University Press, 1996), 1. 7 Surveyors marked off the cheap uniform terrain into symmetrical townships and sections. Newcomers to Iowa

took advantage of cheap government land and inexpensive parcels from Iowa’s four land-grant railroads. By the 1890’s 19% of Iowans were foreign-born, mostly from Germany, though Irish, Swedes, Norwegians, and English also settled in substantial numbers. Osha Gray Davidson, Broken Heartland: The Rise of America’s Rural Ghetto, An Expanded Edition (Iowa City: University of Iowa Press, 1996), 5, 24; Schwieder, “Iowa: The Middle Land,” 4-5. 8 Schwieder, “Iowa: The Middle Land,” 4-5.

9 Schwieder, “Iowa: The Middle Land,” 7.

10 In Main Street on the Middle Border, Lewis Atherton‟s description of “The Cult of the Immediately Useful and

Practical” deemed lawyers, bankers, entrepreneurs, and educators necessary to “buttress law and order.” Men were

not encouraged to pursue activities considered impractical or not immediately useful, like writing, music, or fine arts Schwieder, “Iowa: The Middle Land,” 7. 11

Schwieder, “Iowa: The Middle Land,” 9-10. 12

Schwieder, “Iowa: The Middle Land,” 2, 9-10. 13

Personal Communication with Dr. Robert Engel, administrative assistant to Boyd and Emeritus Faculty member in The College of Education, 21 May, 2010. 14

Mike Kielkopf, “Just Keep Water in the Pool” 6 December 1979, in Mike Kielkoph, How’ Bout Them Hawkeye Fans! (Davenport: Hawkland Press, 1984), 14. 15

Mike Finn and Chad Leistikow, Hawkeye Legends, List, and Lore. (Champaign: Sports Publishing, Inc. 1998), 130. 16

Brochure, UI Special Collections, Vertical Files: Athletics, Box 3. 17

Kielkoph, How’ Bout Them Hawkeye Fans!, 22-23. 18

Finn and Liestikow, Hawkeye Legends, List, and Lore 150. 19

“Hayden Fry” National College Football Hall of Fame. Viewed on 15 May at http://www.collegefootball.org/famersearch.php?id=90056 20

“New Coach Promises: “The Hawks are Going to Fly Again” University of Iowa Alumni Review, August/September 1979, 25-26. 21

Ron Malga “Lay Off Before Rose Bowl Should Let Hawkeyes Heal” DesMoines Register 23 November 1981, Department of Athletics History and Special Events Collection, Vivien Hickmen Football and Basketball Scrapbooks, Box 3; Fry and Wine, A High Porch Picnic, 102. 22

Finn and Liestikow, Hawkeye Legends, List, and Lore, 15; Kielkoph, How’ Bout Them Hawkeye Fans!, 20, 108. 23 Mike Hlas, “Cedar Rapids Art Director Man Behind the Logo” GazetteOnline. Com 30 Aug. 2009 Viewed on

12 May 2010 at http://gazetteonline.com/sports/iowa-hawkeyes/2009/08/30/c-r-art-director-man-behind-the-logo 24

Fry and Wine, A High Porch Picnic, 106-107. 25

Davidson 15; “Foreclosing On a Way of Life” University of Iowa Alumni Review, January/ February 1985, 13. 26

Davidson, Broken Heartland, 16-17. 27

Though Americans were paying less for food at the grocery store, they were footing the bill for farm subsidies, crop deficiency payments, disaster aid, and federally funded ag-research programs, job retraining for ex-farmers, and various welfare programs. Davidson, Broken Heartland, 29-31, 34. 28 Brochure, UI Special Collections Vertical Files: Athletics, Box 3; University of Iowa Alumni Review,

August/September 1981, 5.

http://www.collegefootball.org/famersearch.php?id=90056

http://gazetteonline.com/sports/iowa-hawkeyes/2009/08/30/c-r-art-director-man-behind-the-logo

http://gazetteonline.com/sports/iowa-hawkeyes/2009/08/30/c-r-art-director-man-behind-the-logo


29 President Boyd opposed all of Ray‟s cuts and fought to maintain funds for faculty salaries and building projects

which included making the UI wheel-chair accessible. The university was modernizing. By late 1980, UI was able to make the claim that it was 90% accessible after spending $1,698,530 to upgrade access since 1974. “Wheelchair no Impediment to Success on Iowa Campus,” University of Iowa Alumni Review, December/January1980-81, 10-11. While state appropriations created strain on Boyd, national political tensions provoked some angst among administrators and athletes invited to participate in the 1980 Moscow Games. Both Grant and Gable had been asked to participate as delegates or coaches. Many athletes had the opportunity to qualify, including swimmer Steve Harrison who argued “politics should have nothing to do with sports.” Grant felt that the boycott effected women more than men due to limited opportunities in past games but agreed the UI “ought not go under these circumstances.” “Boycotting the Moscow Games” University of Iowa Alumni Review, April/May 1980, 12-14. 30

Kielkoph, How’ Bout Them Hawkeye Fans!, 20. 31

When Iowa appeared in 1982, each member institution received $400,000. Buck Turnbull, “Rose Bowl is Financial Bonanza” Department of Athletics History and Special Events Collection, Hickmen, Vivien Football and Basketball Scrapbooks, Box 3. 32

Associated Press, “Rose Bowls Exclusive Pact Upset Iowa T-Shirt Makers” 29 Nov. 1981. Department of Athletics History and Special Events Collection, Hickmen, Vivien Football and Basketball Scrapbooks, Box 3. 33

Hawkeyes to Get Rose Bowl Jerseys” Iowa City Press Citizen 12/3/81, 4c. 34

Marlene J. Perrin, “Angry Retailers Grapple with T-shirt Dilemma” Iowa City Press Citizen 12/5/81,1. 35

Al Grady, “All Is Not Rosy for the Hawkeye Band” 4 December 1981, UI Special Collections, Department of Athletics History and Special Events Collection, Hickmen, Vivien Football and Basketball Scrapbooks, Box 3; Memo 24 November, 1981, UI Special Collections, Records of the Board of Control of Athletics Series II, Box 6. 36

“Tour Agency ‘Guarantees’ Bowl Tickets” Department of Athletics History and Special Events Collection, Hickmen, Vivien Football and Basketball Scrapbooks, Box 3. 37

Minutes, 13 December 1981. Records of the Board in Control of Athletics Series II, Box 6. 38

“Iowans and Object of Derision (and Esteem) Away Out in ol’ Virginny” Cedar Rapids Gazette 12/21/81, 9A 39

Al Grady, “Rose Bowl Fever Make Mail Bags Heavier” Iowa City Press Citizen 12/16/1981, 6b. 40

Nick Thimmosh, “Understanding How Iowans Felt About the Rose Bowl” LA Syndicate 6 January 1982 Department of Athletics History and Special Events Collection, Hickmen, Vivien Football and Basketball Scrapbooks, Box 3. 41 Thimmosh, “Understanding How Iowans Felt About the Rose Bowl.” 42 Associated Press, “U of Iowa Claims Trademark Rights Violated” 9 April 2009. Retrieved from Lexis Nexus Academic; Mike Hlas, “Cedar Rapids Art Director Man Behind the Logo” GazetteOnline. Com 30 Aug. 2009 Viewed on 12 May 2010 at http://gazetteonline.com/sports/iowa-hawkeyes/2009/08/30/c-r-art-director-man-behind-the-logo 43 Mike Hlas, “Cedar Rapids Art Director Man Behind the Logo” GazetteOnline. Com 30 Aug. 2009 Viewed on

12 May 2010 at http://gazetteonline.com/sports/iowa-hawkeyes/2009/08/30/c-r-art-director-man-behind-the-logo 44

University of Iowa Alumni Review Magazine September/October 1993. 45 Gerald Eskenazi, “Sports Logos Become Symbols of Big Profits” The New York Times 19 June, 1989 Retrieved Lexis Nexus Academic. 46

Lindquist, “’Locating’ the Nation,” 448. 47

Diane McEnroy “Hawkeye Fans Can Dress to the Teeth” 11 September 1981; Gene Raffensburger “A Hawk Fan Story to Sink Your Teeth Into” Des Moines Register 27 December 1981. Department of Athletics History and Special Events Collection, Hickmen, Vivien Football and Basketball Scrapbooks, Box 3. 48 Personal Communication with Joan Liffring-Zug Bourret. 19 May 2010. 49 Finn and Liestikow, Hawkeye Legends, Lists, and Lore, 162, 170; Kielkoph, How’ Bout Them Hawkeye Fans!, 22; Jenny Vrents, “C. Vivian Stringer, Tara Vanderveer Helped Make Women's Basketball History” The Star-Ledger, 20 March 2010. Viewed on 15 May 2010 at http://www.nj.com/rutgerswomen/index.ssf/2010/03/c_vivian_stringer_tara_vanderv.html 50 “Iowa Board Grants $10,000 Raise” Department of Athletics History and Special Events Collection, Hickmen, Vivien Football and Basketball Scrapbooks, Box 3; “It’s Great to Be a Hawkeye” The University of Iowa Alumni Review March 1982, 3.


51

Tom Knudson, “U of I Cancels Invitation to get Down on Field” 28 September 1983; Tom Knudson, “Rowdy Fans Cost Hawks” 29 September 1983, Department of Athletics History and Special Events Collection, Hickmen, Vivien Football and Basketball Scrapbooks, Box 3. 52 “Award Winning Arena Hides in the Hillside” University of Iowa Alumni Review July/August 1984, 5; “Field House Gets New Look,” University of Iowa Alumni Review, November/December 1984, 5; “Field House Wins Renovation Award; University of Iowa Alumni Review, November/December 1984, 9 Mike Kielkopf “Can Dollar Bills Cheer?” 24 January 1983 in Kielkopf 1984; 76; “How Bout That Arena!” in Kielkoph, 72. 53

Davidson, Broken Heartland, 26. 54

By the mid 1980s Iowa have become a “mixed institution,” less reliant on public foundation of tax support, but

increasingly supplemented by tuition and fees, federal grants and contracts, foundation grants, and a growing

number of gifts from alumni and friends.”Stow Persons, The University of Iowa in the Twentieth Century: An Institutional History (Iowa City: University of Iowa Press, 1990), 296-297. 55

Mike Kent, “NCAA Reorganization Fails to Solve TV Problem” Iowa City Press Citizen 12/7/81, 19. 56

Davidson, Broken Heartland, 54-55. 57 The turn style at Carver Hawkeye Arena saw national attendance records set for and men‟s wrestling in 1983 and

women‟s basketball in 1985.In 1983 C. Vivian Stringer led the Hawkeyes into their first live women’s game shown on state network TV.Finn and Liestikow, Hawkeye Legends, Lists, and Lore, 162, 170; “Hawkeyes Upset Oklahoma State and win their 7th National Championship: in Kielkoph 1984, 22. ;Kielkoph, How’ Bout Them Hawkeye Fans!, 22; Jenny Vrents, “C. Vivian Stringer, Tara Vanderveer Helped Make Women's Basketball History” The Star-Ledger, 20 March 2010. Viewed on 15 May 2010 at http://www.nj.com/rutgerswomen/index.ssf/2010/03/c_vivian_stringer_tara_vanderv.html 58

Between 1982 and 1985 the value of the state‟s farmland fell $146 billion. Davidson, Broken Heartland, 55. 59 Amy Kiehn, “Football Team Recalls Iconic Decal” Daily Iowan 17 May, 2010 Viewed on 15 May, 2010 at

http://www.dailyiowan.com/2009/09/10/Sports/12773.html

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