The Sports Division immerses members in the business side of athletics through direct partnerships with real sports teams and organizations, giving students hands-on experience developing and pitching marketing strategies that teams can actually put into action. Members work collaboratively on live projects that mirror the real challenges sports marketers face, while building a portfolio of real-world work. Our goal is to create a fun, welcoming environment where members build professional skills and industry relationships while connecting over a shared passion for sports. Through these partnerships, the Sports Division helps members turn that passion into a competitive edge in the marketing industry.
Sports Division
MEET YOUR DIRECTORS
Jake Staiano
Managing Director
Jenna Michelotti
Associate Director
Project 1:
Building Fan Experience for State College Spikes
2026-2027 Projects
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For this project, members will build a marketing campaign for the State College Spikes, the local minor league baseball team. Members will create a presentation highlighting three original promotional ideas to increase fan attendance and loyalty. These events will be designed around three unique demographics that Spikes specifically want to target.
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Members will learn how to specially focus on the targeted audiences the Spikes want to reach: families (both visitors and residents of the area), Penn State students, and senior citizens. Members will be expected to thoroughly research each demographic and plan a creative and innovative event tailored to each segment.
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This project will:
Strengthen creative event ideation by developing original fan‑experience concepts that boost attendance and community engagement.
Develop strategic digital marketing abilities by outlining clear promotional plans the Spikes could use to market new events
Foster collaboration, leadership, and adaptability through team-based work.
Demonstrate the process of turning classroom marketing concepts into real-world applications.
Gain real‑world sports marketing experience by working with an actual minor league team and creating portfolio‑ready campaign materials.
Project 2:
An Ultimate Rebrand for Penn State’s Ultimate Frisbee Team
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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 Ultimate Frisbee team’s culture 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.
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Members gain hands‑on branding and creative strategy experience by helping elevate an underrepresented campus club through storytelling and design. Throughout the project, members will uncover the personality, values, and culture of a the PSU Ultimate Frisbee team and translate those insights into compelling visuals, messaging, and digital content. Final group deliverables include Instagram templates for roster drops, video edits, stat highlights, and more, plus general Instagram account recommendations and merch designs. The experience strengthens members’ design instincts, strategic thinking, and client‑focused problem‑solving while producing portfolio-worthy work.
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This project will:
Provide members with experience in brand auditing and identity design.
Strengthen skills in campaign planning, creative direction, and strategic execution.
Foster collaboration between research-driven and design-focused teams.
Equip members with a tangible, professional-quality brand guide and campaign deliverable.
Help the Men’s Ultimate Frisbee Team establish stronger visibility, recruitment potential, and community engagement.
2026 Speakers
Kalei Howard
Digital Content Specialist at Playfly Sports
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.
2025-2026 Conferences
Why Attend? The Sports Business Conference is more than just an event—it’s a launchpad for your career in the sports industry. It connects students with top professionals, alumni, and recruiters, offering a rare chance to build meaningful relationships and gain firsthand insights into the world of sports business.
Attendees will engage with industry leaders, learning directly from those shaping the future of sports. Through panels, keynotes, and breakout sessions, you’ll explore diverse career paths and discover how others turned their passion for sports into successful professions.
How Can I Attend?
Attendees will be selected through an interview process. Taking initiative and showing enthusiasm throughout the year will improve your chances of being selected!
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?
Attendees will be selected through an interview process. Taking initiative and showing enthusiasm throughout the year will improve your chances of being selected!
When and Where? This conference will take place on March 13, 2026, at Finneran Pavilion located at Villanova University.