In 2005, the university hired Bronco Mendenhall to coach the football team, Tom Holmoe to direct the athletic department, and Dave Rose to coach the basketball team. In 2011, BYU football signed an 8-year contract with ESPN. In 2004, students started cheering "Woosh, Cecil" after successful BYU basketball free throws, in an effort to elicit a response from Samuelson, who often attended games. Samuelson acknowledged the cheer with a thumbs-up in 2009, and continued to give a thumbs-up to subsequent free throw cheers. The tradition inspired the BYU Creamery to name an ice cream flavor "Whoosh, Cecil". In 2006, students created "Cecil is my homeboy" t-shirts, which became part of student culture.