The purpose of the Sports Division is to provide members with meaningful insights into what it takes to be a successful marketer both during college and beyond, with a strong emphasis on the sports business industry. We aim to create opportunities for members to learn more about themselves, their career aspirations, and their passions for sports and marketing. Through hands-on experiences, professional development, and exposure to industry leaders, we strive to help members harness those passions and translate them into valuable skills that will set them apart in the competitive sports industry.

Sports Division

MEET YOUR DIRECTORS

Dominic Randazzo
Managing Director

Alex Fedorenko
Associate Director

Project 1:
Fuel the Future

Projects

  • Fuel the Future is an experiential marketing initiative designed to give members hands-on exposure to the evolving Name, Image, and Likeness (NIL) sponsorship landscape. Over eight weeks, participants collaborated to design a bold, brand-aligned sponsorship activation featuring three standout Penn State athletes. Guided by project managers, teams moved through the full campaign cycle—from athlete-brand research and creative ideation to building a polished, sponsor-ready pitch deck. The project simulated real-world marketing challenges, allowing students to apply classroom concepts to a professional-level campaign while developing leadership, teamwork, and creative execution skills.

  • This project challenged members to think like sponsorship strategists and creative marketers, blending storytelling with business strategy. Working in teams, students identified athlete-brand alignments, brainstormed activation concepts, and refined their ideas into a professional pitch deck. Along the way, they learned how to defend financial decisions, articulate value for both athletes and brands, and adapt their vision through feedback. The experience simulated the high-pressure environment of NIL sponsorships, where collaboration, creativity, and persuasive communication are key to securing partnerships.

  • This project will:

    1. Provide hands-on experience in NIL sponsorship strategy and campaign design.

    2. Strengthen skills in pitching, financial justification, and persuasive communication.

    3. Foster collaboration, leadership, and adaptability through team-based work.

    4. Demonstrate the process of turning classroom marketing concepts into real-world applications.

    5. Prepare members for careers in sports marketing, sponsorships, and brand partnerships.

Project 2:
Uncaged: Branding Penn State CrossFit Club (with DM&A Division)

  • This project challenges members to blend creative branding with strategic marketing to shine a spotlight on an underrepresented campus club. Working across divisions, members will dive into the CrossFit Club’s culture, interview stakeholders, and translate insights into a powerful visual and messaging strategy. From designing logos and merch concepts to planning social media campaigns, students will gain hands-on experience in brand building, creative collaboration, and client-focused problem-solving. It’s a dynamic, multi-disciplinary project that bridges research, design, and marketing execution.

  • This project challenges members to think like brand strategists and creative marketers, blending research, design, and storytelling into a unified campaign. By collaborating across divisions, students will gain hands-on experience in conducting brand audits, developing visual identities, and crafting campaign strategies that resonate with diverse audiences. The process emphasizes teamwork, creativity, and adaptability while simulating the fast-paced environment of professional sports marketing and brand development.

  • This project will:

    1. Provide members with experience in brand auditing and identity design.

    2. Strengthen skills in campaign planning, creative direction, and strategic execution.

    3. Foster collaboration between research-driven and design-focused teams.

    4. Equip members with a tangible, professional-quality brand guide and campaign deliverable.

    5. Help the Men’s Rugby Club establish stronger visibility, recruitment potential, and community engagement.

Project 3:
Locker2Label (with Retail Division)

  • This project pairs students with a teammate from the Retail Division to explore the intersection of athletes and brand partnerships. Teams choose an athlete and a brand with aligned values, then develop a detailed collaboration campaign, including everything from product concepts to influencer strategy.

  • The project builds skills in brand alignment, campaign ideation, and sponsorship storytelling. Final presentations pitch the full collaboration, complete with visuals, to a panel of judges. This project challenges members to think like sports marketers and brand strategists, combining creativity with business acumen. Working in cross-division teams, students will learn how to identify authentic connections between public figures and companies, then transform those insights into high-impact campaigns. Along the way, they’ll navigate the balance between audience appeal and brand integrity, sharpen their storytelling skills, and practice pitching bold ideas in a competitive setting. The experience mirrors the high-energy, fast-paced world of sponsorships—where compelling ideas and clear value propositions win the deal.

  • This project will:

    1. Build skills in brand alignment, sponsorship strategy, and partnership marketing.

    2. Strengthen creative thinking and campaign ideation abilities.

    3. Provide hands-on experience in developing influencer and promotional strategies.

    4. Foster cross-division collaboration and teamwork.

    5. Prepare members for professional sports and entertainment marketing roles through a realistic pitch environment.

Project 4:
Cleveland Cavaliers Collab (with Sales Division)

  • This project gives members the chance to step into the world of professional sports marketing by developing a partnership campaign between the Cleveland Cavaliers and a brand of their choice. With complete creative freedom, teams will craft a compelling case for why the Cavaliers should collaborate with their brand and how the partnership could be executed. From visual assets like posters and billboards to promotional slogans and merchandise concepts, members will determine the best ways to sell their vision. Campaigns will also include at least two financial package options—such as basic and premium tiers—outlining the value, exposure, and mutual benefits for both parties.

  • This project challenges members to think like both marketers and dealmakers. They’ll gain hands-on experience crafting a marketing plan, developing partnership concepts, and pitching ideas in a B2B sales environment. By balancing creative vision with financial strategy, members will learn how to communicate value to stakeholders, defend their proposals, and negotiate mutually beneficial agreements. The collaborative, high-energy setting mirrors the fast-paced nature of sports marketing and builds confidence in pitching to real-world clients.

  • This project will:

    1. Provide members with experience in B2B sales and partnership marketing.

    2. Strengthen skills in campaign planning, creative development, and value-based selling.

    3. Teach how to build and present financial packages tailored to client needs.

    4. Foster collaboration, communication, and strategic thinking in a team environment.

    5. Prepare members for professional roles by simulating real-world sports marketing scenarios.

Penn State Sports Business Conference Presented by Penn State University

The Penn State Sports Business Conference is a premier student-run event designed to connect Penn State students with leaders, professionals, and alumni across the sports industry. Over the course of the conference, participants gain access to valuable networking opportunities, engaging panel discussions, and career development sessions led by some of the most recognizable names in sports. By bringing together recruiters, executives, and industry innovators, the conference creates an environment that fosters learning, professional growth, and a deeper passion for the business of sport.

The goal is to empower students to explore diverse career paths, build meaningful connections, and position themselves for success in the dynamic world of sports business.

Conferences

Why Attend? The Sports Business Conference connects students with industry leaders, alumni, and recruiters, providing networking, career insights, and inspiration. It’s a unique opportunity to explore sports business careers, gain insider knowledge, and build connections that can jumpstart your professional journey.

How Can I Attend?

 

When and Where? The conference takes place some time in the spring semester at Penn State University.

Villanova Sports Business Conference Presented by Villanova University

The Villanova Sports Business Conference is a premier event designed to provide students and young professionals with hands-on exposure to the dynamic world of sports business. The conference features keynote speakers, interactive panel discussions with industry leaders, and roundtable sessions covering a wide range of topics, including media, marketing, sales, analytics, and operations. Participants gain insights into emerging trends, best practices, and career pathways within the sports industry, all while connecting with professionals who are shaping the field.

By attending, students have the opportunity to develop a foundational network, build essential business skills, and learn directly from experts across multiple facets of the sports business ecosystem.

Why Attend? Attending the Villanova Sports Business Conference allows students to explore diverse careers in sports business, gain firsthand knowledge from industry leaders, and connect with peers and professionals who can guide their career paths. It’s an invaluable opportunity to learn, network, and position yourself for success in a competitive and evolving industry.

How Can I Attend?

 

When and Where? TBD

Guest Speakers

  • Angelo Hronis

    CLEVELAND CAVALIERS DIRECTOR & BUSINESS DEVELOPMENT

  • Alex Joyner

    CLEVELAND CAVALIERS MANAGER, THE FOUNDATION

  • Kyle Kaminski

    CLEVELAND CAVALIERS MANAGER, THE FOUNDATION

  • Athletics Interns

    PENN STATE