Four SBA member traveled to San Diego last week to compete in SDSU's annual MBA sports business case competition.  The competition was held at Petco Park and was co-hosted by the Padres.  Schools from all over the world, including the University of Hong Kong, participated.  The case itself involved developing a strategic plan of action for the San Diego Padres to pursue over the next five years, taking into account their current situation.  The cases were handed out at 9 am on Thursday, teams were sent to their own suites located in the Western Metal Building (left field of Petco Park), and had 24 hours to deliver a 20 minute presentation.  First-years Sreesha Vaman and Nanette Yang joined seasoned veteran second-years Daniel Haight and Arthur Tyson to form a blockbuster team.  Unfortunately the SBA fell a little short of winning the trophy (a signed Tony Gwynn, Jr. bat), however it was a great opportunity to participate in a unique event and network with senior Padres executives.  Padres owner Jeff Moorad (UCLA alum) made sure to say hello to the UCLA team, and the team was even able to set up a future visit by him to campus.  Overall the event was a huge success, and hopefully next year Anderson can bring home the bat!

Picture courtesy of California Candids.

by Sreesha Vaman

When I was six years old, it seemed quite clear to me that I would be playing professional hockey for the Washington Capitals.  I was undaunted by the fact that I had never skated before, I did not actually own a hockey stick, or that my hometown of Frederick, Maryland did not actually have a hockey rink. 

Thus, I was thrilled when, just six months after my 21st birthday, I stepped onto the ice at Verizon Center in downtown Washington, D.C.  It was my first taste of professional hockey in my hometown. 

Of course, I wasn’t actually playing in the game.  I was a sportswriter, and I had snuck away from my duties before the game to sit on the Capitals bench and then step onto the ice in my suit and shoes, not skates.  Even worse was that I was there to cover the game for the visiting team, the New York Islanders -- an outsider in my own city!   

Sitting on the bench, I knew then that I wanted to be in the sports business.  This is the only industry in the world where otherwise rational people will voluntarily spend, in aggregate, billions of dollars and completely alter their lives in support of corporations that they have no connection to.  

Sports is big business.  In the US alone, sports is a $410 billion industry; some estimates put the global figure at double that, putting it on par with the auto industry in size.  

The entertainment industry is currently drooling over sports because a consumer can’t -- and won’t -- time-shift or place-shift the consumption of a sporting event.  The Super Bowl took place at precisely 3:00 on Sunday in Miami, and was only available on CBS.  By contrast, film, music, and video games can be consumed on different platforms and can be pirated.  

But even more than the money, sports is about passion.  No other industry can consistently replicate the passion of a sports fan.  Did I benefit from watching the Capitals beat the dreaded Pittsburgh Penguins on Sunday afternoon?  No.  Did it make me feel good?  You better believe it. 

On Tuesday, February 16, 6pm in the Executive Dining Room, the Sports Business Association is holding our annual Career Night, where Anderson students will have the chance to hear first-hand insights into the sports industry from executives from some of the leading sports franchises and companies including: 

• ESPN (sports media)
• Anaheim Ducks (National Hockey League)
• Los Angeles Clippers (National Basketball Association)
• Mandalay Baseball (minor league baseball)
• Ontario Reign (minor league hockey)
• RotoHog (fantasy sports)
• Epic States (sports social media consultancy)
• AccuScore (sports forecasting)

The keynote speaker is Kelly Perdew, UCLA Anderson Class of 1996, the CEO of RotoHog and the winner of the second season of The Apprentice.  

The event is free for Sports Business Association members, and $10 for non-members - money well spent for such privileged access inside the sports industry.

by Mark Depew

Ever wondering why Dick Vitale is imploring you to drink Sunkist while your furtively sneak glimpses at the latest Sports Guy article during class?  The design and branding efforts that entice you to purchase your favorite team's new retro, Sunday afternoon home-game jersey?  Well, members of UCLA Anderson's Sports Business Association spent two days in New York City last week meeting with several professional leagues and organizations in an effort to solve these enigmas and develop a strong foundation for pursuing careers in the sports industry.  

Fueled by an obscene amount of coffee and advanced preparation, a strong group of 1st and 2nd year Andersonites/Andersonians (someone has to make a call on this...) met with business development and marketing executives at Madison Square Garden.  There, we learned the nuances of valuing potential acquisitions & partnerships as well as endured the ribbing of a loquacious USC graduate.  Next, the group visited ESPN where we spoke extensively with the director of their co-marketing department.  It was fascinating to see the level of diligence that went into co-promotional marketing campaigns. Simply advancing the agenda of each partner is not enough; each platform is meticulously crafted to ensure maximum user activation and adhere to the hierarchy of the network's sponsors.  

The following day the SBA visited the NFL and NHL.  Unless you're a Detroit or Philadelphia fan, the NFL league offices are adorned with reminders of your team's past glory.  A sight to be seen for sure, but more impressive were the myriad of speakers that met with the SBA group.  Over an interactive three hours, we met and engaged the executives who have built the NFL into the most dynamic, profitable sports league in the country.  In addition to those who steward the brand through marketing and licensing efforts, the SBA was able to converse with the directors of content and consumer insight.  For those interested in brand management, it was a glimpse into the how the league leverages its relationship with the media and fans to ensure that a majority of Americans remain inert and unshowered in front of the TV on Sunday.  At the NHL, we learned the strategies in place for the league to return to prominence via its unparalleled digital media platforms.  Additionally, we met a former MBA who provided insights into the analytics behind promotion and pricing that were so high-level his protractor actually melted.  Alright, that's completely false, but it was still an eye-opening and invaluable presentation.  

It wasn't all suits and business cards for the SBA in NYC either.  In conjunction with the EMA, we hosted NYC-based Anderson Alumni at a function in midtown Manhattan and the following day, hosted a mixer with other like-minded business students from NYU, Columbia, and Fordham.  Relationships were formed and fun was had, but most importantly, members of the SBA were able to gain the knowledge necessary to aggressively pursue summer internships and refine their post-MBA career aspirations.