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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.
 


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