ESPN broadcasters and a Mississippi State softball player sampled broccoli-flavored ice cream during the Women's College World Series [1].
The event highlighted the unexpected success of Mississippi State and the use of novelty marketing to draw attention to the team's first appearance in the series.
The tasting occurred June 2, 2024 [1], during the opening day of the tournament in Oklahoma City, Oklahoma [1]. The game featured a matchup between Mississippi State and Texas Tech [1]. Broadcaster Holly Rowe joined a Mississippi State player in trying the vegetable-based dessert to see if the surrounding hype was justified.
"I’ve never had broccoli ice cream before, but it’s surprisingly good," Rowe said [1].
The novelty snack was created specifically for the event to celebrate the milestone of the team's participation. The player involved said that the treat served as a lighthearted way to acknowledge the team's achievement.
"It’s a fun way to celebrate Mississippi State’s first WCWS appearance," the player said [1].
The appearance of the snack on a national broadcast provided a moment of levity during the high-stakes tournament. The broccoli-flavored treat mirrored the unique energy surrounding the Mississippi State program as they competed on the national stage in Oklahoma City [1].
“"I’ve never had broccoli ice cream before, but it’s surprisingly good!"”
The use of a novelty food item like broccoli ice cream demonstrates how collegiate sports programs and broadcasters utilize 'viral' moments to increase visibility for teams making their debut on a national stage. By pairing a strange culinary experience with a historic athletic milestone, the program successfully generated social media engagement and humanized the athletes and broadcasters during a high-pressure championship event.
