I attended Alabama’s first round National Invitation Tournament (NIT) matchup against Norfolk State knowing it could be one of the most critical contests in the Avery Johnson era, more pivotal than the many memorable contests I witnessed during my four years as a devoted basketball follower. I viewed this game as a chance for the players, coaching staff and program to send one last message before the conclusion of another disappointing season. However, the game perfectly exemplified the dysfunction that became increasingly evident over the past four years. Contrary to the University’s efforts, issues within the program go beyond coaching and performance. The overall problem stems from poor marketing efforts, funding and administrative attitude.

Being a first seed in the NIT presented an incredible opportunity to turn around the narrative of the underperformance that plagued Johnson’s coaching tenure. The 16-point favorites watched this gift wither away before their eyes, allowing what the Daily Press says is the biggest upset against the spread in NIT history.

Johnson ultimately failed to get his team in the proper mindset to execute, and the blame for the players’ lackadaisical attitudes before the game falls on him. Despite barely missing the tournament, there was plenty to play for, most notably the chance to show fans why the team should’ve made it to the Big Dance. Johnson’s inability to inject energy into his players, even with his job on the line, confirmed doubts regarding his leadership. An opposing player even commented that he knew they could win once they saw Alabama “lagging around” during warmups. The game clearly meant everything to Norfolk State. It should have meant the same to a team with the talent and proven capability to potentially win the NIT, and to a program with much to prove.

But, the University’s lack of enthusiasm to host an NIT game was obvious. The game was hardly advertised or discussed and encountered an embarrassingly low 2,086 fan attendance, according to ESPN. UA Athletics had the opportunity to energize the student body with a one-seed team in a postseason tournament, especially with Alabama in line to host another home game if they advanced to the second round. Instead, everyone involved appeared to just want the season over with.

Alabama fields one of the best football teams in the country but struggles to develop a basketball program with consistent success. The University appears to struggle with this dichotomy. The school approaches advertising for both sports in the same way, which is a flawed practice, as promoting a basketball program without historic success requires an entirely different strategy than maintaining the status quo for an already dominant football dynasty.

Johnson’s hire in 2015 marked a strong effort to turn the program around, bringing more wins and better recruits, but the University failed to complement the hype with efforts to attract more students. Buying a t-shirt cannon to launch ten cheap shirts into the student section isn’t the answer. Promotions like bobblehead night and taco night are steps in the right direction, but ultimately not enough.

In the past decade, The University of Alabama has surged in almost every area, demanding national respect. However, the on-court product, as well as overall fan experience, is not up to standard. University leadership gave most of the fans what they wanted by firing Johnson, but they should use this occasion to thoroughly evaluate and improve overall team operations.