Imagine a college football star whose Heisman Trophy campaign wasn’t just about stats, but about storytelling, strategy, and a whole lot of heart. That’s the story of Jeremiyah Love, Notre Dame’s unlikely Heisman contender. But here’s where it gets controversial: Can a player with numbers that don’t scream ‘Heisman’ still capture the trophy through sheer charisma, carefully crafted moments, and a well-executed PR campaign? Let’s dive in.
The Athletic brought live coverage of the Army-Navy game and the 2025 Heisman Trophy ceremony, but it was Jeremiyah Love’s journey that stole the spotlight. In a tiny interview room next to Stanford Stadium, Love, usually confident, hesitated. His final game at Notre Dame—a blowout win against the Cardinal—had ended with just 66 yards after a rib injury. For a long-shot Heisman candidate, it felt like the curtain call, even though voting hadn’t opened yet. Did Love think his dream had slipped away unnoticed? ‘Not really,’ he said, ‘I was focused on ending the season right for my team.’ But this is the part most people miss: behind the scenes, Notre Dame’s communications team was working overtime to keep his campaign alive.
Before kickoff, they placed Heisman materials on reporters’ seats—metallic green graphics, conversation heart candies with ‘Love on top’—and mailed packages to voters. A week prior, glossy printouts of Love’s credentials adorned the press box. And then there was the video with Nicholas Sparks, the bestselling author and Notre Dame alum, tying Love’s story to the timeless theme of love. ‘The greatest of these is LOVE,’ the tweet read. But was it enough?
Love’s stats—199 carries, 1,372 yards, 21 touchdowns—weren’t historically Heisman-worthy for a running back. Yet, Notre Dame knew numbers alone wouldn’t crown him. They needed something more. Enter Katy Lonergan, the associate athletics director and mastermind behind Love’s campaign. Lonergan, a veteran of six football seasons at Notre Dame, had seen Heisman campaigns fail and succeed. Her strategy? Let Love’s moments on the field speak louder than any marketing could, while subtly priming the narrative.
But here’s the controversial part: Is it fair for a campaign to rely so heavily on storytelling and branding rather than raw statistics? Love’s 94-yard touchdown run at Boston College, complete with a Heisman pose, was a highlight, but it wasn’t enough to overshadow his quieter games. Notre Dame’s approach mirrored USC’s strategy with Caleb Williams—let the player’s performance drive the narrative. But Love’s campaign also included a personal touch: his insistence on featuring the color green, his heart-hands celebration, and even a comic book he created. Was this authenticity or calculated branding?
By November, Love’s odds had surged from +5000 to +450, and he was second in The Athletic’s Heisman poll. Yet, his stats paled in comparison to past Heisman-winning running backs like Mark Ingram or Derrick Henry. ‘What does a running back have to do now?’ asked running backs coach Ja’Juan Seider. ‘3,000 yards?’ Love’s campaign wasn’t about breaking records; it was about creating moments—like his record-breaking 228 yards against USC. But was that enough to win over voters?
Notre Dame pulled out all the stops: media appearances on ‘The Pat McAfee Show’ and ‘SportsCenter,’ a billboard in Times Square, and even a ‘Love for Heisman’ billboard outside SoFi Stadium. ‘They’ve been working it,’ said Love’s father. ‘I don’t think any other brand could put my son in Times Square.’ But the season finale, cut short by injury and overshadowed by Fernando Mendoza’s Big Ten championship win, left Love’s campaign on shaky ground.
So, was it a success? Love won the Doak Walker Award and will likely be a unanimous All-American. Statistically, his season wasn’t record-breaking, but spiritually, it left an indelible mark. ‘It’s hard to measure any of it,’ Lonergan admitted. But here’s the question for you: Does a Heisman campaign deserve to win based on storytelling and branding, or should it strictly be about the numbers? Let us know in the comments—this debate is far from over.
