This project focuses on developing a new social media sponsorship activation idea for Formula 1 and Apple Vision Pro that utilizes experiential elements and social media platforms (e.g., TikTok, Instagram, X, etc.). As growing amounts of advertising dollars are going into the digital platform, and sponsors and advertisers are trying to deliver compelling and engaging content to their audiences.

As part of my Sport Management Strategy Capstone, my team developed a comprehensive sponsorship package for the Detroit Tigers’ new premium club, launching in 2025. Our proposal included market-based asset valuation, strategic brand alignment, and innovative fan engagement activations. Our final presentation, judged by Tigers leadership, earned 3rd place out of the entire senior class, showcasing our ability to craft compelling, revenue-generating partnerships in the sports industry.

This project analyzed social media engagement strategies for the European League of Football (ELF) and was presented to the General Manager of the Munich Ravens. Using regression analysis and engagement metrics from Instagram and Facebook, we identified key drivers of fan interaction, including posting frequency, content type, and follower growth. Our research provided actionable recommendations to optimize content strategy and posting schedules, helping ELF teams enhance audience engagement and strengthen their digital presence in a growing international market.

This project analyzed employee satisfaction and workplace dynamics within UM Recreational Sports, comparing Club Sports Supervisors (who work independently) and Building Supervisors (who work in teams). Using survey data and interviews, we examined differences in job satisfaction, communication, and professional development opportunities. Applying organizational behavior frameworks, we identified key areas for improving engagement, collaboration, and retention, providing actionable recommendations to enhance the student employee experience.

This project explores the rapidly shifting sponsorship landscape, focusing on Ally Financial’s investment in the Unrivaled women’s basketball league. We analyzed how evolving fan behavior, digital engagement, and the demand for authentic brand partnerships are reshaping sponsorship strategies. We analyzed short- and long-term impacts, applied strategic frameworks, and led discussions on digital innovation, ethical sponsorship, and the growing investment in women’s sports today. 

This mock sponsorship pitch positioned my team as the United Center’s Corporate Partnerships Team, presenting a strategic proposal to GrubHub as a prospective sponsor. We developed an innovative activation plan focused on community engagement, premium fan experiences, and digital integration, offering exclusive branding, in-seat delivery services, and localized campaigns to support Chicago’s restaurant scene. Our proposal featured GrubHub Suite Experiences, Bulls-themed promotions, and an in-arena loyalty program, showcasing how this partnership could drive engagement, enhance fan experience, and differentiate GrubHub from competitors.

This project analyzed Club Sports Data to gain insights on university vehicles, personal vehicle usage, charter and rentals, and trip cancellations to provide recommendation for future implementation.

This project in my sponsorship-linked marketing course involves an oral presentation and a 1,000-word written analysis on a current event in the sponsorship industry that relates to current course topics. I chose the unique collaboration between the National Basketball Association (NBA) and SKIMS, an underwear, loungewear, and shapewear company that was co-founded by Kim Kardashian and Jens Grede in 2019.