Read Across America Day: SportsBiz Book Suggestions

Looking for a good sports business book to add to your library?

In celebration of “Read Across America Day”, I thought I would share a few sports business book recommendations. I tried to limit the list to just ten, including some of my all-time favorite reads. Some of the books on this list are older, some are new. Some provide great sports business insight, others explore the industry’s history, while several offer some wisdom and inspiration.

1) Believe to Achieve

Written by friend and mentor, long-time Jordan Brand executive Howard “H” White, Believe to Achieve is packed with great advice to share with students, and the underlying message in his book is truly something we can all benefit from.

2) Ice to the Eskimos

One of the most creative and innovative sports marketers in history, Jon Spoelstra’s first book remains a classic. Jon is also recognized as an “industry pioneer” in our textbook, and Ice to the Eskimos is full of examples of his influence on the business of team sports.

3) Shoe Dog

Shoe Dog is the autobiography of Phil Knight, the founder of Nike. It features great insight into the creation of one of the biggest brands in the world.

4) The Elusive Fan 

The Elusive Fan is a fantastic sports business book that examines the challenges facing marketers as they work to attract the attention of fans in today’s cluttered marketplace. 

5) Sneaker Wars

Well before Phil Knight was selling sneakers from the back of his car, two brothers built a shoe company in Germany. Nearly twenty years after the company was founded, the Dassler brothers had a major falling out. One brother started a company called Adidas, the other brother started a company just across the river called Puma. The two brands remain rivals to this day.  

6) Let Me Tell You A Story

This is an older book that I borrowed from a friend (and die-hard Celtics fan) a few years ago written by legendary Boston coach Red Auerbach. Much of the book is about basketball, but what struck me was how innovative Coach Auerbach was when it came to finding creative ways to get fans to come out to the arena for a game. Lots of anecdotes with historical relevance in this book.

7) The Red Rubber Ball

The Red Rubber Ball isn’t necessarily a sports or sports business book, but it was written by a former Nike executive. Kevin Carroll essentially took the spirit of recess and turned it into an influential message that has inspired millions of people around the world. I would strongly recommend this quick read for both teachers and students.

8) Go for the Magic!

A good friend gave me his copy of basketball Hall-of-Famer Pat Williams’ book, Go for the Magic, when I began my career working in professional sports. I have since read dozens of books written by Mr. Williams (all are excellent), but this remains my favorite. 

9) Mamba Mentality

In Mamba Mentality, the late Kobe Bryant shares fascinating insight into the determined mindset that fueled his legendary work ethic, and ultimately helped him to find success both on and off the court.

10) ESPN: Those Guys Have all the Fun

I love to read books that explore the beginnings of game-changing brands like Nike, adidas, Gatorade etc. Years ago, I read Creating an Empire: ESPN by Stuart Evey, one ESPN’s original investors and it was great. James Andrew Miller’s ESPN: Those Guys Have all the Fun takes readers from the company’s roots to the present day (well, 2011), even exposing some of ESPN’s past shortcomings from a corporate culture perspective.

Bonus: Veeck as in Wreck

Bill Veeck, otherwise known as the Godfather of sports marketing, is an absolute legend in our industry. Credited with creating some of the most famous (and infamous) promotional stunts, Veeck literally wrote the playbook for how sports teams would eventually craft marketing plans dedicated to attracting fans to stadiums all over the world.



Super Bowl LV Promotions Student Competition – Winning Entries!

Before we announce the winners, we would like to give a big thank you to Alex Dobson of Audible Design, a long-time advertising industry exec, for sharing his marketing expertise and helping to judge our Super Bowl LV student competition. Thank you for your time and feedback Alex!

In conjunction with Super Bowl LV, Sports Career Consulting hosted a student competition with a focus on developing a fundamental understanding of the concept of promotion. Students were tasked with the development of a point of purchase display representing a consumer goods brand tied to Super Bowl LV. The contest drew over 100 entries and we saw a lot of impressive ideas. Overall, the effort students put into this competition was more than evident. Props to all those who participated!


Selecting our three winners proved to be quite a challenge, with so many students demonstrating an exception grasp on key competition elements like promotion, retail, store placement etc. and the creativity (many students made real-life models of point-of-purchase displays) was fantastic and fun to see. That said, we felt that three students managed to create a display and promotion concept that really stood out. The top three entries submitted ideas that were not only creative, but offered strategies that would most certainly lead to an increase in product sales.


First Place: M. Wozniak (Tappan Zee High School, New York)

Congrats to Ms. Wozniak at Tappan Zee High School in New York for winning SCC’s Super Bowl LV Promotions Competition! Some highlights from her point-of-purchase display:

  • Super concept for a POP display, love seeing a different approach to building a display using product…typically, you’ll see a grocery display spelling out the words “Super Bowl” or the names of participating teams. Ms. Wozniak’s idea levels that concept up by building a locker room featuring product. We can imagine it being an awesome experiential display to walk through, and something that would most certainly attract the attention of shoppers leading up to the big game.
  • Of course, it isn’t just about the display… We really liked the product integration with soda boxes for columns, and chips integrated into the locker stalls. At the end of the day, the success of a promotion is measured by sales so it was great to see Ms. Wozniak keep her eye on the prize, so to speak.
  • Also thought it was a fantastic idea to include an “enter-to-win” element to elevate the level of consumer engagement by giving away the displayed jerseys
The winning entry in the Super Bowl LV promotions competition from a student at Tappan Zee High School in New York features a locker room, recreated using soda cans and bags of chips

Second Place: D. Vu (Justice High School, Virginia)

Congrats to Mr. Vu at Justice HS in Virginia for taking second place in SCC’s Super Bowl LV Promotions Competition! Some highlights from his point-of-purchase display:

  • Bringing coffee (and Starbucks) into the football conversation? Loved it. We appreciated the recognition that brands other than the obvious (snack foods, soda, TVs etc) can benefit from aligning a promotion with the big game.
  • We thought it was a really smart idea to include collector’s edition Starbucks football helmets as part of the promotion, certainly an aspect of the promotion that would garner consumer attention! The addition of an “enter-to-win” promotion would definitely boost levels of engagement as well.
  • Really nice job from Mr. Vu explaining the importance of where the promotion would be placed in the store, one of the key components of this competition.
  • Food for thought to take it over the top next time: Perhaps specially flavored/named drinks for the teams or players would add even more sizzle to the promotion? (The original Starbucks in Pike Place Market in Seattle sold a special Beast Mode coffee drink when he played with the Seahawks)
The competition runner-up approached things from a non-traditional angle, opting to create a promotion at a Starbucks location inside a grocery store rather than a chips, soda, TV or other popular Super Bowl product

Third Place: L. Miller (Hinsdale Central High School, Illinois)

Congrats to Ms. Miller at Hinsdale Central HS in Illinois for her third place finish in SCC’s Super Bowl LV Promotions Competition! Some highlights from her point-of-purchase display:

  • We loved the overall integration of a “concept” to Ms. Miller’s entire display, based off the storyline of the game Brady (“classic” old guy) vs. Mahomes (the “young” guy and future of the league) that had media outlets around the world talking…great way to tap into the added buzz to benefit the brand!
  • Aligning specific products to those players (Brady-Classic Doritos vs. Mahomes – Newest flavors) was a nice touch.
  • We absolutely loved the tagline: “Craving a taste for something new, or stick with what you love? We have both!”
  • As was the case with all three finalists, Ms. Miller demonstrated a solid understanding and explanation of the important role placement of the display within the store plays in boosting product sales
Third place in the competition went to a student who developed an “old vs. new” theme for her display, capitalizing on the hype surrounding the older QB vs. the new QB to launch a new flavored product

Congrats again to all three of our finalists! We have prizes coming your way!!!


E. Tavares – Tappan Zee HS, New York

We really liked the potential of Mr. Tavares’ idea of bringing the iconic M&M’s characters to life in stores leading up to the Super Bowl. No doubt the promotion would turn some heads as customers enter the store. We would have loved to see you take things a step further…potentially outfitting the characters in Tampa or KC jerseys, maybe even partnering with a personality like Gronk to create a new character, even holograms of characters could be really cool! Either way, great concept, super creative. Well done Mr. Tavares.

Kent CTC students – Michigan

Props to students in Kent Helfrich’s class for taking the time to put together a YouTube video! We appreciate the effort that went into that and really like the idea of stop motion video to attract the attention of consumers. Also appreciate the recognition of the short attention span of shoppers, making a quick six second video clip to grab the attention makes a ton of sense. Really creative and very well done!

A. Payne – Tappan Zee HS, New York

Wknd chillin’ in his pool enjoying his moment on the big screen? Awesome. Definitely one of our favorites in this competition. Nice job Ms. Payne!

T. Wagner – Foster High School, Texas

Clearly Mr. Wagner put a lot of time into the project…check out his REAL display using Coke and Sprite products!! Super impressive.

Pine Island students – Minnesota

Students in Nicole Rusch’s class created one of the better visuals for a POP display in this competition, really appreciated the attention to detail…nice job incorporating the “LV” into the display…would have been cool to see something extra with the goal posts at a supermarket…maybe a chip brand that is part of PepsiCo portfolio etc. Nice work though!

T. Nordberg – Foster High School, Texas
T. Tobin and D. Handelman – Tappan Zee High School, New York

Two entries from different schools had the same brilliant idea by creating a life-size version of both Super Bowl QBs using bags of potato chips…so awesome. Great idea if you can pull it off!

A student from Foster High School in Texas recreated this iconic Patrick Mahomes pose using bags of Tostitos, salsa and chips
Students from Tappan Zee HS in NY planned to create life-size replicas of both Super Bowl QBs using bags of Doritos as the jerseys

Subway once recreated the likeness of former Heisman winners Robert Griffin III and Marcus Mariota using bread, cheese and cold cuts, so why not a Brady or Mahomes statue made of bags of chips?? Love the creativity.

Subway created a likeness of former Heisman Trophy winning quarterbacks Marcus Mariota and Robert Griffin III using the restaurant’s bread, cheese, veggies and meats

SCC FFL Sports Marketing Challenge: 2020 CHAMPS!

Without a doubt, this year’s competition produced some of the most impressive results, particularly given the circumstances facing our competing schools with virtual classrooms and distance learning protocols in place. We were so thrilled to see how well this year’s teachers and students stepped up to meet the challenge.

A standing ovation is in order for all of our competitors this year for an amazing season!

That said, we did have a few standouts, particularly with the final challenge (digital marketing).  Congratulations to Kim Radford’s class at Blacksburg High School in Virginia for winning our 6th annual fantasy football sports marketing competition!  This is the second time they have won the competition, making them the second two-time champions in league history. Way to go San Antonio Sentinels front office!

Blacksburg High School managed to hold off the Portland Pioneers front office (Matt Kabza’s sports marketing class at Grant High School in Oregon) in the last challenge to capture the championship, no easy task considering how well the first year participants performed throughout the competition. To celebrate the championship, the Sentinels will get another trophy to proudly display in class.  Congrats to both schools on a job very well done. This might have been the toughest call in the competition history.

Brandi King’s class at Lyman HS in Florida (Orlando Trash Pandas) also had a great season, taking third place (making a big leap from where they finished in last year’s standings) while John Smulowitz and his students at Dallas HS in Pennsylvania (Keystone Wolverines) landed in fourth.  Richele Falloon’s class from Montgomery County High School in Missouri (San Antonio Honey Badgers) managed to hold off a very impressive season from Rodger Hutley’s students at Little Elm HS in Texas (Orlando Owls) for fifth place. 

We also have a few individual school shout-outs for the response to the digital marketing challenge below…


San Antonio Sentinels (Blacksburg HS / Virginia):

Once again, Blacksburg students put together a very comprehensive and thorough response to the challenge presented (digital marketing), including the development of actual mock social media platforms to promote the team and communicate information to Sentinels fans.

The team’s YouTube channel features a stadium tour and highlights of amenities for ticketholders while the Sentinels’ Instagram and Twitter feeds offered a preview of stadium amenities fans would enjoy in the team’s inaugural season. Students also created team-branded TikTok and Facebook pages to promote the franchise.

Another component of the Sentinels’ digital marketing strategy that was particularly impressive was the wide variety of features available to fans through the team’s app. Not only will the app enhance the game day experience by managing traffic flow both in and outside the stadium, but it also includes several features that will boost levels of fan engagement (one of the main requirements to be addressed for this challenge). One of the ideas we thought was really fun was a “you decide” feature at key moments during the game…we could definitely see fans taking advantage of that during games for opportunities to win some cool prizes. We also liked the trivia game to keep fans engaged during breaks in the action, offering a discount for correct answers will certainly help boost sales of concessions and merchandise on game days. Great idea!

Also thought it was great to see the Sentinels communicate all the team’s promotions, game day information, covid policies etc. via an email marketing campaign. Too often students overlook one of the most powerfull communications tools for a sports team to communicate with a large segment of their fan base and rely too much on social media. It was refreshing to see the Sentinels front office invest in an email campaign, particularly given the importance of communicating health and safety information to fans amid the pandemic. Including a spanish language email option was also a smart strategy, especially given the demographics of the team’s home city (excellent job on the market research!).

Last but not least, thought some of the AR/VR ideas were great, certainly a great strategy for engaging fans. Really liked the idea of featuring virtual reality photo booths at stadium entrances, allowing fans to virtually take a photo with their favorite players and then encouraging them to share those photos on social. The VR stadium and locker room feature is also a great idea, but what really stood out was making that an “unlockable” feature so that fans will be encouraged to boost engagement levels for the chance to virtually tour the locker room. Really next level stuff. Way to go Blacksburg High School, congratulations on the big win!

Keystone Wolverines (Dallas HS, Pennsylvania):

Without a doubt, the Wolverines’ front office offered some of the most creative digital marketing strategies in this competition. Gamification was the, well, name of the game for the fan engagement strategy from Dallas High School students in response to sports marketing challenge #6. Some highlights:

  • Field goal flick game – Players will have one minute to make field goals from varying distances by flicking the virtual football towards the goal. For interactivity, there will be a leaderboard that displays the fans names with the most field goals made. 
  • Football toss will be another electronic offering. Fans have to throw the virtual football into a moving basket and they get one minute. There will be baskets from short to long distances. Farther baskets are worth more points than closer ones. This game will also have a leaderboard.
  • The App will have a mobile game such that fans will be able to play as the Wolverines in games against other NFL teams.  One of the apps will be a Madden like game where you can play as the Wolverines against other teams and use your favorite players to simulate future games with your friends or just play for fun. The game will also include challenges such as field goal kicking and throwing challenges. 
  • There will be a bracket challenge for teens and adults. The bracket challenge will have fans fill out their guesses for scores and season record for prizes or even tickets to games. A game where you play as our star quarterback and are throwing balls into a wall with different sized holes in it like one of those carnival games. The smaller the hole, the more points you get for getting the ball through it. 
  • There will be other cool mini games like football throwing to see if you can get the right throw with certain wind speed and players closing you in. Another fun game might be field goal kicking with the same factors added to it. To get more people involved with the app by playing the games, every week we can have the top 3 users on top 3 players with the highest scores earn some merchandise or a free ticket to our next game. 
  • Photo generator on the app to allow people to easily edit players, coaches, and mascot into their photos Fantasy football like game on our website and through the app for families and friends to keep stats and play with our players 
  • A paper football virtual game in our app to keep kids and fans entertained, they will also be able to interact and play with friends. 
  • Another game where there is a virtual wolverine that you have as a pet and you have to feed it and take care of it every day or two or else it gets sad and leaves you. Like one of those Tamagotchi things from the 90’s.
  • A game where you play as a janitor in the stadium and your job is to make sure the stadium is clean by game day. You can have minigames where you mop the floors in a certain spot or one where you cut and paint the grass on the football field.

Dallas HS students earned a perfect score in response to sports marketing challenge #6 (digital marketing)…way to go Wolverines front office! Seriously impressed with all the fun ideas!

Portland Pioneers (Grant HS, Oregon):

Oh so close! Before highlighting some of the fantastic ideas presented by Grant HS students in this challenge, we should point out that this is the best finish we have seen from a newcomer in the competition. Brilliant work throughout, just fell a little short in the end…

Really cool to see the development of actual mock social media accounts across all the major platforms…some fun videos on the team’s YouTube channel as well. Thought the hype video was awesome and using a toothbrush as a microphone was a nice touch for the mock coach press conference lol!

LOVED the Pioneers’ website…really well designed and easy to navigate while offering tons of great content. Really thought it was savvy marketing to target a younger generation of fan with all the jam-packed features, insuring you will have a solid fan base for years to come.

Thought the Pioneers’ “cinema” and “audio” was a cool (and unique) way to offer fun content for fans. With cinema (behind-the-scenes and exclusive video content) and audio (“home for Pioneers’ podcasts and original music”), the franchise will most definitely maximize opportunities to engage the fan base.

It was great to see the Pioneers’ stick with a theme that has been consistent throughout the competition with a commitment to community as party of your digital marketing strategy: “Always supporting and connecting with the local community. The Pioneers have created a program that curates the best local products. This program is set up to promote local artists’ music and other works of art (including high school students). This strategy is used to enhance Fan Engagement and increase the sense of belonging amongst our fanbase.” Including ACTUAL audio samples (that’s one talented student btw) was a great touch.

All in all, another fantastic challenge response to wrap up an amazing “rookie” season in this competition. Grant High School has a lot to be proud of, you represented Portland well! Great job!

San Antonio Honey Badgers (Montgomery County HS, Missouri):

One thing we didn’t see a lot of from team’s this year is an emphasis on push notifcations to reach fans…this was one of the really next level concepts that we loved to see from students in this competition. The Honey Badgers’ front office plans to use both email and sms to push out special offers and deals to fans. Fantastic. Also loved the VR “stations” positioned around the stadium to create unique experiences for fans.

Really good stuff from Montgomery High School. Great job this year!

Wichita Matadors (Wichita East HS, Kansas):

Some great ideas from the Matadors front office on the team’s social media platforms. Also appreciate seeing Wichita East students recognize the importance of consistency, suggesting the team will post regularly to keep fans engaged, especially when they can’t attend games in person. The team plans to feature posts on Instagram and Facebook of the team getting ready for the game, during the game, and after. LOVE seeing the Matadors’ willingness to be cutting edge and experiment with Reels, that’s awesome. Featuring content like quizzes, trivia, 50/50 polls and Livestreams will provide a great way to engage fans, and, shockingly, the Matadors front office was one of the few to include Snapchat as part of the team’s digital marketing strategy.

Overall, great job from the Matadors’ front office. Another great season from Wichita East students!


Important reminder for teachers:  No matter where you finished in the standings, please be sure to reiterate what a great job your students did this season.  You all made evaluating each challenge very difficult as the ideas were so creative and everyone demonstrated such a fantastic understanding of the business of sports throughout the competition. Again, this project goes above and beyond what most schools are doing in class and your students all deserve to be commended for a job well done. At the end of the day, all we really hope to accomplish with our fantasy football project is a fun way to teach sports marketing.  Hopefully we managed to do just that.  Congrats to you all, great work.

Hope to see you all again next season!

SchoolTeam NameStateTotal Points
Blacksburg HSSan Antonio SentinelsVA1493
Grant HSPortland PioneersOR1489
Lyman High SchoolOrlando Trash PandasFL1467
Dallas High SchoolKeystone WolverinesPA1459
Montgomery CountySan Antonio Honey BadgersMO1458
Little ElmOrlando OwlsTX1449
Wichita East HSWichita MatadorsKS1438
RandolphLouisville RidgerunnersWI1437
Richardson HSLittle Rock BadgersTX1436
Carl SandburgMexico City AztecsIL1435
KCTCSalt Lake PhenomsMI1226
Kellam High School Virginia Beach SharksVA953
Stafford HSMiami SharksVA475
Victor J AndrewChi-Town Chargers IL470
HCHS College & Career AcademyHonolulu StingraysGA463
KIHGrand Rapids RogueMI236

SCC FFL Sports Marketing Challenge #5 Scores & Review

With just one sports marketing challenge remaining (digital marketing) before we crown a champion in our sixth annual sports marketing competition, the standings have been updated as we kick off the post Thanksgiving break week. 

One of our favorite things about this competition is seeing not only how well our students grasp fundamental sports business concepts, but the effort, enthusiasm and creativity that goes into each response to our sports marketing challenges.  One of the best challenges for demonstrating that creativity is the ticket sales, promotion and sponsorship challeng and this year’s competitors did not disappoint, incorporating elements from three different chapters of our textbook while demonstrating an understanding of the importance of the sales and service function in managing a professional sports franchise.  There were so many unique and fun ideas.  We also loved seeing the mock-ups of actual tickets that their franchise would be distributing to fans…several pretty cool designs this year!

Some highlights:

There were some great giveaway, sponsor and game day promotion ideas as well. Here were a few favorites:

  • Orlando Trash Pandas (Lyman HS, Florida): Lego Set Giveaway: First 150 fans will get an exclusive log set of Randy Roadkill
  • Keystone Wolverines (Dallas HS, Pennsylvania): First Responders Game- First responders eligible for half price tickets and a free post-game stadium tour experience
  • Portland Pioneers (Grant HS, Oregon): “Spooky Sunday” Halloween Promotion (Sponsored by Tillamook Creamery), a massive haunted house that wraps around the entire stadium while inside, fans can navigate a corn maze and scavenger hunt
  • Louisville Ridgerunners (Randolph HS, Wisconsin): Luxury Seat Giveaway – Text 67778 with your final score prediction by game time for a chance to win luxury seat tickets to an upcoming game
  • Little Rock Badgers (Richardson HS, Texas): Merry Christmas, Badger Family! First 3,000 Fans get a Football themed Santa Hat at a December home game

As we have seen throughout the competition, another fantastic job by all of our competing schools!

Here are a few highlights from the ticket sales, promotion and sponsorship challenge:

Louisville Ridgerunners (Randolph High School, Wisconsin)

As highlighted in the section above, the Ridgerunners offered a pretty cool digital marketing game day promo. Love the gamification concept and this looks like something fans would certainly enjoy, boosting levels of fan engagement. Here is the promo that stood out: “Luxury Seat Giveaway – Text 67778 with your final score prediction by game time for a chance to win luxury seat tickets to an upcoming game.” That said, the Louisville front office developed a fantastic promotions schedule, no doubt creating enough enthusiasm to fill the stands on game days. Well done Randolph High School!

Portland Pioneers (Grant High School, Oregon)

Another strong showing from the newcomers to this competition. Loved seeing the team find a sponsor for each home game, some really great ideas for engaging fans as well. Really cool to see the Pioneers’ introducing a live, functional website to showcase some of the team’s promotions as well. Really impressive work from Grant High School…well done!

San Antonio Sentinels (Blacksburg High School, Virginia)

Where to begin? Yet another incredibly thorough, comprehensive response to this year’s sports marketing challenges from the Sentinels’ front office. As cliche as it may sound, Blacksburg HS students checked all the boxes for what was required for this challenge and then some, including some strategies we felt were “next level” in terms of what we traditionally see in this competition. A few highlights:

  • Loved the explanation of how PSLs will benefit not only the franchise but also the benefits to your ticket holders…more than anything, we loved seeing how students had a firm grasp of the concept, really impressive!
  • From the sponsorship side, we loved seeing not only a breakdown of inventory but also a rate card and sample sponsorship package / proposal…not sure we have seen something that detailed in this competition before!
  • Our favorite sponsorship in this competition: Waffle House sponsoring player introductions with the tagline “Our Receivers are Open 24/7”
  • Some great game day promotions, loved seeing most of them attached to a sponsor

Overall, a fantastic ticket sales and sponsorship plan. Great job Sentinels’ front office!

Salt Lake Phenoms (Kent CTC, Michigan)

Credit the Phenoms’ front office for coming up with some of the most unique and creative ides in this challenge…they earned a perfect score as a result. Really liked seeing an out of the box approach once again from Kent CTC students. A few of our favorite ideas:

  • While logistically there would be some major challenges bypassing RSN rights and league broadcast deals to offer streaming service, but love the Phenoms’ “Stay Home Streaming Service”, not only by providing live game coverage, but the yearly VIP membership that offers premium insider content, practice sessions (another logistical hurdle but great concept) additional camera angles on game days, and a virtual tour of team facilities
  • Loved the on-brand sponsorship with local resort that allows for tons of co-branding and cross promotion, will certainly help bring in new fans and build loyalty with an emerging fan base as the team takes the field for its first season
  • Partnering with local colleges and universities for a think tank is an absolutely awesome idea…brilliant!

All in all, a super impressive response to the ticket sales and sponsorship challenge that keeps the Phantoms in the running for this year’s trophy. Great job Kent CTC students!

Orlando Owls (Little Elm High School, Texas)

We thought it was a really smart strategy to highlight the Owls’ biggest rivalry game and go all out promoting it to help build excitement in the team’s first season. Great idea from the Owls’ front office. Also, enjoyed seeing some consistency from Little Elm HS students throughout this competition with a focus on charitable work and cause marketing intiatives, culminating with a midseason charity event at Disney’s Animal Kingdom. Nice work to continue the work with a team’s key corporate partner (Disney) with a continued community relations effort. Nice job Orlando Owls!


SchoolTeam NameStateTotal Points
Blacksburg HSSan Antonio SentinelsVA1243
Grant HSPortland PioneersOR1241
Lyman High SchoolOrlando Trash PandasFL1228
KCTCSalt Lake PhenomsMI1226
Montgomery CountySan Antonio Honey BadgersMO1216
Dallas High SchoolKeystone WolverinesPA1209
Little ElmOrlando OwlsTX1207
Carl SandburgMexico City AztecsIL1200
Richardson HSLittle Rock BadgersTX1197
RandolphLouisville RidgerunnersWI1197
Wichita East HSWichita MatadorsKS1197
Kellam High School Virginia Beach SharksVA953
Stafford HSMiami SharksVA475
Victor J AndrewChi-Town Chargers IL470
HCHS College & Career AcademyHonolulu StingraysGA463
KIHGrand Rapids RogueMI236

SCC FFL Sports Marketing Challenge #4 Scores & Review

Entries are in for the fourth sports marketing challenge in this year’s competition with just two to go!  Congrats to Blacksburg High School in Virginia for taking a slight lead in the 2020 SCC FFL Sports Marketing Challenge! Grant High School in Oregon is just two points behind with quite a few schools still in contention.

Every year, this is one of the most fun challenges to evaluate, in part because we see so much creativity with fan experience strategies, but also with the attention to detail that some of our competing teams go through in designing and creating their stadiums. Obviously this year there as an added wrinkle as team’s had to determine whether to allow fans at games, along with determining appropriate protocols for keeping fans, staff and players safe and healthy. As always, there were some great submissions this year.

Points have been distributed for each team’s response to the Fan Experience / Stadium Design component of thecompetition (sports marketing challenge #4). Updated standings are below as well as highlights featuring several particularly creative, unique and strategic stadium designs, amenities, and fan experience strategies.

San Antonio Sentinels (Blacksburg HS, Virginia)

The Sentinels’ front office absolutely knocked it out of the park with this challenge, dazzling us with really cool ideas for enhancing the fan experience at every turn.

One such idea was an elevated take on a popular feature many sports teams and venues include with team-branded apps by helping to direct the flow of foot traffic at stadiums and arenas. The Sentinels’ front office will provide specific results to help guide fans, including the number of people waiting in line for bathrooms and at each concessions / food area along with an estimated wait time. We can totally see how this feature would improve the game-day experience for fans.

In addition to the app feature, the “many” bathrooms were designed to include TVs so fans won’t miss a second of the action or any big plays, including monitors on the floor in bathroom stalls.

Blacksburg students also introduced some great strategies for utilizing technology as a way to influence the fan experience, including contactless ticketing and concessions, a social media board and interactive scoreboard that display fans tweets and pictures taken during the game using the hashtag #GuardTheFort, and a really cool Virtual Reality game day experience where fans can access an on field exclusive experience through VR from designated VR spots throughout the stadium.

The Sentinels’ front office was not shy about spending money to improve the experience either, announcing plans to sink $500 million into a stadium renovation project. Students created a 3D rendering video highlighting some of the features and amenities that fans would enjoy at home games during the team’s inaugural season. Well done Blacksburg High School!

Orlando Trash Pandas (Lyman HS, Florida)

Absolutely LOVED the stadium design model created by students at Lyman High School, just check out the attention to detail! It is clear the Trash Pandas’ front office put a lot of time and effort into this challenge. Really cool stadium!

We also thought there were some fun ideas here for building traditions on game days at that stadium which offer a great way to enhance the fan experience. Some highlights include:

  • Sounding a “semi truck horn” after every first down
  • Having the team’s mascot “Randy Roadkill” fly across on a zipline across the stadium
  • Great brand extension with the stadium design by creating the home team’s tunnel (where players run out of) in the shape of the team’s logo

Really nice job from the Trash Pandas front office in response to sports marketing challenge #4!

Keystone Wolverines (Dallas HS, PA)

Some pretty cool fan experience ideas from Dallas High School students in this challenge, including a unique spin on concessions ordering which will allow fans to order food for a specific time during the game and have items delivered to the seats. If the Wolverines’ front office could make that a reality (lots of logistical hurdles here), it could be a game changer in terms of how fans choose dining options during games.

Also, really liked some of the brand extensions in terms of food menu offerings, including:

  • Keystone Kettle Corn which comes in all the colors of the Wolverine team
  • The “Cascades Cookout” BBQ restaurant on-site that has ribs, pulled pork sandwiches, and brisket
  • “Curly Claws” (curly french fries)
  • Wolverine Bites (boneless chicken wings)
  • Wolverine Bones (bone-in chicken wings)
  • A sandwich named after the team’s mascot (“Wally the Wolverine) called the “Clawesome Club” sandwich

All in all a fantastic effort from Dallas HS students. Nice job!

Portland Pioneers (Grant HS, Oregon)

Once again, Grant High (newcomers to this competition) brought a sensational effort. The Pioneers’ front office submitted a very thorough response to the fan experience challenge.

One thing that really stood out is how well the franchise has been consistently positioned as an industry leader in everything they plan to do, and the team’s fan experience strategy was no different. For example, according to the team’s report, this is how the franchise intends to be environmental leaders: “With Portland located near the Cascadia Subduction Zone—an area prone to seismic activity—we will hire the world’s best architects and structural engineers to design the stadium to withstand earthquakes of any level. Since we are also situated on the Willamette River, we will take steps to avoid potential flooding at all costs. This will look like some type of barrier built next to the river to protect the stadium, and drains throughout the grounds in the case that the barrier is breached.” Incredibly forward thinking, very impressive!

Also, the concept of “location is everything” was not lost on the Pioneers’ front office. They recognized the importance of a convenient location that is accessible through mass transit, but also placing a venue in a location that offers ambiance and connects with the city. No doubt the team’s decision for an urban location for the stadium will have a significant impact on the overall fan experience on game days!

The VR features (each player’s helmet will be fitted with a built-in camera and mic, allowing fans to experience scores or highlight plays from a player perspective) was icing on the cake. Cool idea to have VR “pods” for viewing these experiences throughout the stadium, and great idea to extend some of those features to the team’s app to allow fans at home to enjoy some of the same experiences.

Fantastic job Grant High School students!

Salt Lake Phenoms (Kent CTC, Michigan)

Perhaps the best setting for a stadium in this year’s competition, along with coolest stadium amenity, goes to the Salt Lake Phenoms front office. The downtown location, surrounded by mountains, would definitely attract fans to the stadium on game days and even non-event days, especially with the awesome idea of adding a ski lift feature to the venue. No doubt that will be a popular attraction with fans!

We also appreciated the efforts to build the most high tech stadium in all of sports…an expensive endeavor no doubt, but one that should build loyalty with your fan base and encourage fans to pack the house every game and event day. Really great stuff from Kent CTC students!

The Salt Lake Phenoms new football stadium, surrounded by the backdrop of the Rocky Mountains, will feature a ski lift amenity allowing fans to see games from a whole new perspective

Orlando Owls (Little Elm HS, Texas)

One of our favorite initiatives in this competition, not just in response to sports marketing challenge #4, but the ENTIRE competition to date, is the Owls’ focus on catering to a female audience. Not only is this long overdue in our industry, but it is also smart marketing. Here is how the team plans to connect build a loyal following with a female demographic as the team kicks off its inaugural season in Orlando: “Women’s Sports:  We will also be the first team to have a women’s professional football league “The Orlando Owl”. One of the major emerging trends in sports is the growth of women’s athletics and we believe the NFL needs to lead in this area.  We are determined to give female athletes the exposure they need and deserve. We will also be coming out with a women’s fashion line for both teams now women no longer need to wear that baggy jersey and can wear something a bit more comfortable and fitted. We have teamed up with Nike to make this happen and our fashion line next year.” Absolutely loved this idea!

Aerial view of the Orlando Owls’ new stadium, the “Disney Mouse House”

Another great idea from Little Elm students as part of their fan experience / stadium design plan was both on-brand an environmentally friendly as the franchise announced plans to build a solar power roof in the shape of one of the most recognizable brands in the world, Mickey Mouse. This partnership with Disney also helped the Owls’ front office to net the largest naming rights deal in league history at $1 billion for 20 years (according to the team’s report).  According to the Owls’ front office, “Fans will watch the Owls feast in the Disney Mouse House.” Love it.

Excellent job Little Elm High School students! Bravo!

Wichita Matadors (Wichita East HS, Kansas)

I think we will just let the stadium renderings designed with legos that Wichita East students created in response to sports marketing challenge #4 speak for themselves…love the creativity and attention to detail from the Matadors front office in response to stadium design. Totally unique and fun approach to this challenge, don’t think we have ever seen this before. Impressive work from Wichita East students!

Updated Stadings:

SchoolStateTeam NameTotal Points
Blacksburg HSVASan Antonio Sentinels993
Grant HSORPortland Pioneers991
Lyman High SchoolFLOrlando Trash Pandas983
KCTCMISalt Lake Phenoms976
Montgomery CountyMOSan Antonio Honey Badgers975
Little ElmTXOrlando Owls970
Dallas High SchoolPAKeystone Wolverines969
Carl SandburgILMexico City Aztecs959
Kellam High School VAVirginia Beach Sharks953
Richardson HSTXLittle Rock Badgers953
RandolphWILouisville Ridgerunners952
Wichita East HSKSWichita Matadors951
Stafford HSVAMiami Sharks475
Victor J AndrewILChi-Town Chargers 470
Richardson HSTXLittle Rock Badgers463
HCHS College & Career AcademyGAHonolulu Stingrays236
KIHMIGrand Rapids Rogue235

SCC FFL Sports Marketing Challenge #3 Scores & Review

Halfway through our annual fantasy football sports marketing competition and we are still seeing quite a crowd at the top of the standings.

Congratulations to Matt Kazba’s class at Grant High School in Portland for (narrowly) holding on to the top spot in this year’s competition thus far. The Portland Pioneers front office lead Kim Radford’s students at Blacksburg HS in Virginia by just one point, and hold a seven point lead over Brandi King’s class at Lyman High School in Florida. The top ten schools are all within thirty points of one another. Needless to say, with three more sports marketing challenges to go, it looks like we are in a for a fantastic finish this season!

Overall, ALL of our participating schools have done a fantastic job with this project thus far. The responses to our sports marketing challenges have been incredibly impressive and the league office is looking forward to seeing what the students come up with for the remaining challenges! Follow along via our blog (or @sportsbized on Twitter) for updates as the season rolls along and be sure to encourage and support those schools in your local area!

Points have been distributed for each school’s response to the Public Relations / Community Relations component of this competition (sports marketing challenge #3). Updated standings are below as well as a few individual shout outs for particularly creative, unique and strategic franchise branding ideas, keep up the great work everyone!

San Antonio Sentinels (Blacksburg HS, Virginia)

Love to see not only a sound plan for addressing COVID-19 and the safety precautions necessary to make fans feel safe, but the communications plan for making sure the message is clearly conveyed to your fan base. This was, after all, the sports marketing challenge requiring a communications plan so very well executed by the Sentinels front office staff.

Loved seeing the mock press conference video with Sentinels’ star QB Lamar Jackson, nice job going way above and beyond what was required for a response to this sports marketing challenge…and the actual website that communicates all safety precautions and team policies relating to the pandemic was absolutely fantastic.

Fantastic response to the first challenge from Blacksburg High School! Well done.

Keystone Wolverines (Dallas HS, Pennsylvania)

One of the more creative ideas for generating publicity for a franchise came from the Wolverines front office with a mobile team-branded vehicle outfitted as an actual Wolverine (and the comparison to the dog car from Dumb and Dumber really helped to paint the picture for us lol). Also loved the idea of designating the area entertainment district (Wolverine Fan Plaza) as not only an area to sell team merchandise and fan experience opportunities like virtual reality experiences, but also as a centralized area to enage in community relations activities like meal distribution for the needy, meeting point for green-initiatives like tree-planting in the community etc.

Some really great ideas presented in response to the third sports marketing challenge from the Wolverines front office. Nice job Dallas HS students!

Portland Pioneers (Grant HS, Oregon)

A second community outreach strategy that we plan to have will be inspired by our crosstown neighbors, the Timbers. The annual “Stand Together week” that the Timbers put on is a week focused on players going out into the community and helping youth, the environment, and social equity. We plan to do  something similar, but to an even larger extent. We will have “The Extra Mile” weekend every month. Our players and coaches will go out in the community to plant trees, pick up trash, and “Go the Extra Mile” for our community. These activities will create a bond between the city and the team that will produce many lifelong fans.

Orlando Owls (Little Elm HS, Texas)

Really liked the “on-brand” community relations initiative of fundraising for burrowing owls, the team’s mascot and an animal on the verge of extinction, and partnering with Disney to host fundraising and awareness events at the popular “Animal Kingdom Oasis Exhibit” theme park attraction seems like a very natural fit that would most certainly capture the attention of your fan base. Making the fundraiser event a fun experience for fans (especially liked the scavenger hunt idea) along with including the team’s players to support the cause and take photos with fans will certainly help the cause as well.

Last but not least, appreciated the attention to detail in researching the local Orlando area news outlets and identifying the best channels for communicating all the team’s community relation efforts. Really nice job from the Owls’ front office. Keep up the good work Little Elm students!

Mexico City Aztecs (Sandburg HS, Illinois)

Nice job researching a worthy cause for the team to support by Sandburg HS students…from the Aztecs’ front office as part of their response to sports marketing challenge #3: “After the sudden Earthquake in Mexico City in 2017, thousands of Mexico City residents were left homeless and are still today due to the fact they don’t have enough money to rebuild a new home.

This fundraiser will give homeless people a place to live for as long as they need to and food to eat. The homeless people won’t need to worry about rent for 6 months, it will all be covered through this fundraiser that is supported by the Mexico City Aztecs. $100,000 will be donated to multiple shelters in the city to help the homeless out after an uncontrolled earthquake. This fundraiser will take place on the property of the Chapultepec Park in Mexico City. This is a well known park in Mexico City. It is right near the Chapultepec forest. Everyone will gather around the park at 9 am on Friday, October 16th and will continue a walk throughout the park to raise money for the homeless until 12 pm. Homeless people will be at this park during this time to enjoy the company of many friendly residents.”

Really nice job identifying a cause that will most certainly have a positive impact on the community, and determining a solution for creating real impact to address the homeless crisis in Mexico City following the catastrophic earthquake. Not only will your franchise donate necessary funds to support shelters, but also providing a place to stay and offering emotional support with a genuine human interaction will most certainly make a positive impact. These are kinds of community relations efforts that will definitely build a bond with your fans and will go a long way in building long-lasting brand loyalty for the Aztecs brand. Great job Sandburg HS students!

Wichita Matadors (Wichita East HS, Kansas)

One of the more creative community relations initiatives came from students at Wichita East High School with its “BOOTACULAR” event to benefit Alzheimer’s. With the platform available to professional sports teams, a franchise can make a profound impact on a cause in more ways than just monetary donations. In this case, the Matadors will help raise not only money, but awareness, for a fantastic cause.

With a family-friendly event like BOOTACULAR, fans of all ages can enjoy a fun team-branded experience, while generating necessary funding to support Alzheimer’s and raising awareness with young fans. Matadors’ fans would no doubt show up in droves to participate in this event. Well done Matadors front office!

SchoolTeam NameTotal Points
Grant HSPortland Pioneers743
Blacksburg HSSan Antonio Sentinels743
Lyman High SchoolOrlando Trash Pandas737
Montgomery CountySan Antonio Honey Badgers735
KCTCSalt Lake Phenoms726
Little ElmOrlando Owls725
Dallas High SchoolKeystone Wolverines724
Carl SandburgMexico City Aztecs718
RandolphLouisville Ridgerunners713
Kellam High School Virginia Beach Sharks710
Wichita East HSWichita Matadors705
Stafford HSMiami Sharks475
Victor J AndrewChi-Town Chargers 470
Richardson HSLittle Rock Badgers463
HCHS College & Career AcademyHonolulu Stingrays236
KIHGrand Rapids Rogue235

SCC FFL Sports Marketing Challenge #2 Scores & Review

After two challenges, it is crowded at the top of the standings for this year’s SCC Fantasy Football sports marketing competition! Amid the pandemic, we have a much smaller field this year, but clearly our participating schools are all in it to win it! So far, we have been incredibly impressed with how well all our new (“rookie”) schools are performing and can’t wait to see how this plays out this year!

Points have been distributed for each team’s response to the branding component of this competition (sports marketing challenge #2). Updated standings are below as well as a few highlights of particularly creative, unique and strategic franchise branding ideas submitted in round two of the competition. Keep up the great work everyone!

Keystone Wolverines (Dallas HS, Pennsylvania):

The Wolverines front office knocked it out of the park in this challenge, submitting an incredibly thorough and creative response to the branding challenge in round two of our sports marketing competition.

Excellent job building a brand around community, recognizing the blue collar demographic and creating a brand that speaks to that fan base was a really smart strategy, and an excellent job recognizing the importance of integrating social awareness, environmental friendliness and technology as a way to connect with younger fans, helping to build a solid fan base for generations to come.

Also, one of our favorite concessions items in this competition was definitely “Wolverine Bones” (chicken wings)…fantastic brand extension and loved the creativity.

Overall, a REALLY great job by Dallas High School!

Miami Sharks (Stafford HS, Virginia):

Several few fun ideas from the Sharks front office in response to the branding challenge in this year’s competition…some highlights include:

  • 50% off team branded merch during Shark Week along with some premium content on Instagram
  • Great integration of the “Jaws” theme music to intimidate opponents during big plays
  • Brand extension featuring a mini shark tank in the stadium
  • A special

Nice job Stafford HS students!

Salt Lake Phenoms (Kent Career Tech Center, Michigan):

Love the focus on detail that went into determining Phenoms’ team colors, attention to detail is one of the keys to winning this competition so we loved seeing this description from KCTC students: “We had put a lot of time into coming up with our three main team colors. We had ended up coming up with black, red, and grey. We chose these colors due to how people see the colors black, red, and grey. The color black is known to be associated with strength and elegance. The color red is known to be associated with danger and passion. Finally the color grey is normally known as neutrality or balance, we chose to key on the balance meaning of the color. With everything going on in the world with disagreements and opinions, we want to set an example for everyone and create a world were living with different point of views does not mean separate from others.”

The reasoning for selecting a mountain goat for the mascot was incredibly forward thinking, particularly the concept of establishing a culture within the organization, from players to the front office staff: “One of the animals that stood out the most was the Mountain Goat, the Mountain Goat can be gentle and aggressive which represents our team. We want welcoming arms towards our fans and opponents before and after the game but during the game we want to outwork and be more physical than the other team. Another reason why we chose the Mountain Goat is because, while doing some research we found that this particular goat climbs to the highest point of mountains and this is how we want not only our players to be but we also want our staff to be the same. As an up and coming NFL team we will have to work our way to the top, and strive to be the best franchise in history.” Really forward thinking from KCTC students here…

Also loved the franchise slogan: “Success, Excellence, Family; A Phenomenal Journey

Overall, fantastic job from the Phenoms front office! Reall well done.

Orlando Trash Pandas (Lyman HS, Florida):

As part of the competition each year, we encourage participating teams to think outside the box and submit creative and unique ideas for each of our sports marketing challenges. This year, Lyman High School students have certainly answered the call!

Expanding on the team’s introduction of the “Trash Pandas” franchise nickname in challenge #1, Lyman students built a very unique brand with many creative brand extensions as the team prepares for its inaugural season. By naming the team mascot “Randy Roadkill”, the franchise has quickly established its brand identity and it will be interesting to see how the Trash Pandas front office incorporates that identity in the remaining challenges. Thought it was a good idea to use the hashtag #FearTheRacoon as part of the branding strategy, particularly for those who may be unfamiliar with the term “Trash Pandas”. This helps communicate brand imagery to not only fans in Orlando but also fans througout the league. Cool to see all the examples of Trash Pandas merchandise at your team store, would have liked to see branded waste/trash cans as options! Loved the concessions menu items as well, stamping the burger buns with the team logo adds a nice touch.

In terms of game day tradition, watching Randy Roadkill flying on a zipline across the field with his tail on fire (and eventually landing in a trash can) is certainly a unique way to start a football game! Well done Trash Pandas front office.

Portland Pioneers (Grant HS, Oregon):

How is this for attention to detail? Here is the description of team’s color strategy from the Pioneers’ response to the branding challenge: “Our team colors consist of green, white, and brown. Portland is home to beautiful and vast forests and other nature destinations; to keep with this theme, we chose the colors accordingly: green and brown for trees, white for rushing water, etc.”

Loved the slogan, totally on-brand and consistent with brand messaging throughout the entire challenge: “There’s no traffic going the extra mile”

Super impressive! Really creative, incredibly detail-oriented and very, very thorough. Exceptional job from newcomers to this competition…Grant HS students are bringing it!


SchoolTeam NameTotal Points
Grant HSPortland Pioneers500
Montgomery CountySan Antonio Honey Badgers498
Lyman High SchoolOrlando Trash Pandas496
Blacksburg HSSan Antonio Sentinels493
KCTCSalt Lake Phenoms487
Little ElmOrlando Owls485
Dallas High SchoolKeystone Wolverines482
RandolphLouisville Ridgerunners478
Carl SandburgMexico City Aztecs478
Kellam High School Virginia Beach Sharks475
Stafford HSMiami Sharks475
Wichita East HSWichita Matadors470
Richardson HSLittle Rock Badgers463
HCHS College & Career AcademyHonolulu Stingrays236
KIHGrand Rapids Rogue235
Victor J AndrewChi-Town Chargers 235

SCC FFL Sports Marketing Challenge #1 Scores & Review

Impressive effort from all of our participating schools, especially given the circumstances with virtual classrooms. For this challenge, we wanted to see how thorough and detailed students would be with the development of a marketing plan for an expansion pro football team. This report included a SWOT analysis, revenue and expense projections, and an economic impact report. We also evaluated responses to our first sports marketing challenge on the basis of creativity, and city/franchise nickname selection.

We have a few shout outs for individual schools in recognition of their responses to the first sports marketing challenge for this week:

Portand Pioneers (Grant High School, Oregon)

Two words: Nailed it. Fantastic response from a first-time participant in this competition. Looking forward to seeing this group further develop the strategies outlined in the marketing plan. Love the strategy of selecting a market that you are intimitely familiar with, helps provide building blocks for establishing a fan connection throughout the year. You are off to a great start Pioneers front office!

San Antonio Sentinels (Blacksburg High School, Virginia):

As a veteran participant in this competition with a history of strong performances, we would expect nothing less than what we saw from Blacksburg High School’s response to the first sports marketing challenge. Nice to see additional documentation provided to support your selection to base your franchise in San Antonio, evidence of the research that went in to making the market choice. Love the attention to detail in providing a background representing the team’s ownership with a collection of partners who not only have the financials to support a successful expansion effort but also industry experience to ensure the team puts out the best product on and off the field. Well done Sentinels front office!

Salt Lake City Phenomx (Kent Career Tech Center, Michigan):

Great idea submitting the marketing plan on official team letterhead, helps to position a level of professionalism that we hope to see throughout the remainder of the competition!

Orlando Owls (Little Elm High School, Texas):

Overall, a very strong marketing plan from the Orlando Owls front office. Detailed, strategic, innovative…the franchise is well positioned for success this season. In particular, really nice job identifying revenue streams for the team’s firts season, recognizing the importance of finding creative ways to impact the team’s bottom line. We thought the idea of creating a documentary series to follow the team during the inaugural season was awesome, great way to build interest in the team and grow your fan base.

Also, based on some of the initial ideas presented in the marketing plan, we are excited to see the Owls’ branding strategy, looks like we are in for a season full of creative ideas from the students at Little Elm High School this year!

Orlando Trash Pandas (Lyman High School, Florida)

Wow. Blown away by the response to the first sports marketing challenge from the students at Lyman High School. Impressive to see such a comprehensive marketing plan which sets the stage for a lot of growth opportunities for the team’s inaugural season.

Great use of opportunities to provide supplemental documentation to support your marketing plan and including statistics to support your revenue projections, including the NFL national revenue growth chart below. Very thorough, some great ideas, and a winning marketing plan to be sure. We are super excited to see what the Trash Pandas’ front office has in store for us this season!

San Antonio Honey Badgers (Montgomery County High School, Missouri):

In the history of this competition, I don’t think we have ever seen such a detailed budget. Super impressive work, love the attention to detail, including the research to look up actual player salaries at every single position. Great breakdown of revenue projections for the year, and the attention to detail in forecasting both national and local revenue. We also though the Honey Badgers’ offered one of the best SWOT analysis breakdowns in this challenge. Well done MCHS students!

Little Rock Badgers (Richardson High School, Texas):

In the six years of this competition, no school has ever selected Little Rock as the expansion city…and the Badgers’ front office totally sold us on the Arkansas city as a viable pro football market. Great job using data to support your city selection, nice job doing the research.

Also, one of the best strategies for addressing fan and player safety during a pandemic, which was one of the priorities for this challenge, along with explaining how COVID-19 will impact the organization’s ability to generate revenue. Last but not least, excellent job describing the ways your new franchise can boost the Little Rock economy. Really well done Richardson High School!

Miami Sharks (Stafford High School, Virginia)

Absolutely fantastic revenue projections, including this detailed merchandise sales forecast! Really impressive work from the Sharks’ front office. Well done Stafford HS!


SchoolTeam NamePoints Possible
Richardson HSLittle Rock Badgers250
Montgomery CountySan Antonio Honey Badgers250
Grant HSPortland Pioneers250
Blacksburg HSSan Antonio Sentinels250
Lyman High SchoolOrlando Trash Pandas247
Little ElmOrlando Owls245
Carl SandburgMexico City Aztecs240
Kellam High School Virginia Beach Sharks239
RandolphLouisville Ridgerunners238
KCTCSalt Lake Phenoms237
Stafford HSMiami Sharks236
HCHS College & Career AcademyHonolulu Stingrays236
Wichita East HSWichita Matadors235
Victor J AndrewChi-Town Chargers 235
KIHGrand Rapids Rogue235
Dallas High SchoolKeystone Wolverines235
Mt. Spokane 0
Merrimack 0
Manheim Township 0
Los Banos HS 0
Century Career Center 0
Cazedonia 0

Season 5: SCC’s Fantasy Football Sports Marketing Challenge

We are excited to announce season five of our fantasy football competition featuring participating classrooms from our member schools. Our goal is to create an engaging, interactive educational environment in our sports marketing classrooms. This year, we have 30 schools competing representing 16 different states so we expect some big things from our students this year as they work to unseat last year’s champs from Hinsdale Central High School in Illinois.

As part of our competition, students will first be challenged to create a marketing plan for the inaugural season of an expansion professional football team. Each team will then earn points throughout the season in a series of weekly “sports marketing challenge” activities issued by the league office (Sports Career Consulting). Each challenge is designed to encourage student development of sports business strategies for their franchise in several key areas, including:

  • Finance
  • Branding
  • Stadium/Facility design & management
    • The Fan Experience
  • Marketing
    • Promotions and digital marketing
  • Ticket Sales
  • Sponsorship
  • Understanding the consumer & the marketplace
  • Public Relations / Community Relations / Fan Relations

After reviewing each franchise’s weekly submission, points will be assessed by the league office, ultimately impacting each team’s position in the standings. The weekly sports marketing challenge activities will have just as much (if not more) impact on overall points than player performance so students will be encouraged to develop a sound strategy before submitting their ideas!

We will be posting the standings each week on our blog so stay tuned!

SportsBiz Madness 2020: Case Study Tournament Champions!

Thanks to our Judges!

An extra special thanks to Alex Dobson at Audible Design, an ad agency in Portland, for helping evaluate the championship round of our case study tournament.  Leaning on the expertise of industry veterans with a long track record of success to evaluate this round of entries was invaluable.  Alex’s feedback (read the post below for more) provides fantastic context for not only the finalists, but also the students and teachers following along at home.

Great stuff, thanks Alex!

Championship Round Recap

After receiving over 60 entries for Sports Career Consulting’s inaugural “SportsBiz Madness” high school case study competition, we finally crown a champion…

The case we distributed for the championship round presented students with a challenge facing sports marketing professionals at leagues with aging fan bases.  The two finalists were tasked with developing marketing strategies for the PGA Tour to help them connect with a younger audience, helping to grow the popularity of the sport and the league.  We were excited to see what our championship teams came up with and they did not disappoint!

Both submissions were very well done and we had a lot of fun reviewing each of them. We felt like there was a lot of thought and creativity put into each, and were impressed with the level of research that went into each submission. It is always a tough decision to decide on a winner, and the finalists certainly made it difficult to determine a champ…

Tappan Zee HS (New York):

Leading off the competition, we dove into the proposal from Tappan Zee High School. HUGE props to Jennifer who advanced to the final round of this competition without a teammate as she became the first individual student to compete in the championship round.

She put a ton of research into this case study, analyzing the demographics of the PGA’s existing fan base along with offering a sound recap of consumer behaviors that would present opportunities for the Tour to grow. Overall, a sound situational analysis.

Jennifer also presented a number of excellent ideas, creative and fun, that would most certainly create ways for PGA marketers to reach a younger demo. Some highlights:

  • A “Tee-Off” event that kicks the tour season off to create excitement, supported by a marketing campaign that features past and present PGA stars
  • Great cross-promotion idea with a concert series connected to tour events
  • Recognizing the shorter attention span of younger fans, brilliant concept to introduce a series of video shorts, selecting Brooks Koepka as the spokesperson for the campaign seems like a good, natural fit as well
  • Good idea to introduce a “sampling” concept…you are right, young fans that haven’t played or watched golf won’t know if they like it until they participate in some capacity so we liked the idea of incentivizing them with giveaway promos
  • Overall, loved the content marketing strategy – YouTube, video shorts, “showdowns” etc, fans of other sports would be intruigued to see Ray Allen play Steph Curry in a golf challenge, so you’re attracting interest from fans of other sports and introducing them to the product
  • TikTok challenge…perfect opportunity to reach younger fans
  • Great stat referenced in Jennifer’s case study response, 40% of millennial golfers are women, so we loved the idea of creating a special line of merchandise targeting that consumer group…also thought the “Moonshot” (golf was one of only two sports played on the moon) limited-edition merchandise was a fun idea!

No surprise, but Tappan Zee was well represented in the final round of this competition, as they have been all tournament. Fantastic job Jennifer, you have a very bright future regardless of which career path you choose! Congratulations on all your success in this competition and best of luck down the road.

Pinelands Regional High School (New Jersey):

Tappan Zee faced a formidable opponent in this year’s finals, facing a Pinelands Regional school who won this competition just two years ago. Not surprisingly, Kathy Bennett’s students produced another spectacular case study response in this round.

We limited the response to the final case study to just two pages, but WOW, Pinelands Regional students managed to cram a lot of fantastic ideas (supported by detailed market research and analysis) into their response.

Some highlights:

  • Great SWOT analysis, recognizing not only the challenge but also the opportunity in front of the PGA Tour to grow its popularity, including identification of key characteristics and behaviors of younger consumers
    * According to the Pinelands Regional “report”, there are currently over 24 million active golfers, with roughly 25% of them between the ages of 18 and 34, according to the National Golf Foundation. That is already a significant portion of all current golfers. However, that age grouping only played an average of 11.6 rounds a year which is far below what other demos are playing.
  • Incredibly thorough research on the existing social presence of today’s younger PGA Tour stars
  • Excellent identification of which social media influencers might be a good fit because of an existing affinity for the sport of golf
  • Some GREAT ideas for partnerships that would allow for the PGA to reach a younger audience (like a Dude Perfect partnership, a little “out of the box” strategy but would have a wide reach and introduce golf to many new consumers) and Barstool Sports, without pivoting too far and disrupting relationships with partners that continue to reach the brand’s current fanbase
  • LOVED the decision to include a charitable component, definitely a strategy that could help engender brand awareness and loyalty with a new target demographic…and really smart to align with those charities that resonate with younger fans
  • One of our favorite ideas: Implementation of golf simulators as part of the promotional plan, especially the traditional mobile marketing strategy to establish pop-up simulators with interactive marketing components at college campuses and popular public places (parks, beaches) to generate excitement for upcoming events and boost ticket sales / attendance
  • Really smart to recognize the opportunity TopGolf could provide based on the demographic data that suggests TopGolf fans could easily be converted to fans of the PGA Tour and its rising stars
  • Interesting to see several of the PGA Tour’s younger stars have a presence on Peloton, thought that was a creative way to find ways PGA stars could have some fun promoting upcoming events

Once again, Pinelands Regional crafted a fantastic case study response, full of market research, a clear understanding of core sports business concepts relating to this case, and a variety of great (and creative) ideas. Really well done!

And the winner is…

As mentioned, both of these submissions were strong, smart and strategic and choosing the winner was not easy. Both teams are to be commended for putting their marketing hats on and thinking about how they could plan and organize a community event. Having said that, we felt one team managed to separate themselves with a little more creativity, attention to detail, and communication of marketing strategy. That team is Pinelands Regional High School.

Congrats to Kathy Bennett and her students at Pinelands Regional High School for winning this year’s “SportsBiz Madness” Case Study Championship, winning the tournament for the SECOND time!