Enhancing Education-Based Athletics Through Integrating a Sports Management and Media Program Into School Curriculum

By: Dennis 'Denny' Ziegler, CMAA - Walsh Jesuit High School (Cuyahoga Falls, Ohio)

Introduction

Across the country, budgets continue to shrink, putting a lot of stress on school districts and athletic departments to get creative with revenue generation. For this reason alone, integration of athletic departments with school curricula has become increasingly important.

Schools are recognizing the potential of athletics to not only enhance physical education but also to provide students with valuable skills that can be applied in the real world. One innovative approach to this integration we found successful at Strongsville High School (OH) is the establishment of a Sports Management and Sports Media class.

"The Stampede," is what we name the students in the course. It is an elective course that can serve as a powerful tool for revenue generation while providing students with hands-on experience in marketing, media production, and community engagement.

The course was designed as an elective to help build communication, technology skills, and innovation into a fun-filled engaging course. It did have to be approved through the district, but the end of result of the course has made incredible strides to providing overall championship level experiences for the athletes and the community.

This article explores how creating a Sports Management and Sports Media class can benefit students, the athletic department, and the local community. We will discuss the potential for partnerships with local businesses, the creation of engaging content, and the overall impact on school spirit and revenue generation.

1. The Importance of Sports Management and Media Education

As the world becomes more interconnected, the demand for skilled professionals in sports management and media continues to grow. Students at the high school level currently live in an age where social media influences in every way possible. By offering a dedicated course in these fields, schools can prepare students for future careers while enhancing the athletic program and keeping up with local trends in social media and digital ages. The benefits of this program include:

• Skill development: Students will learn essential skills in marketing, communication, video production, video editing, and event management. These skills are valuable in various professional settings, not just in sports.
• Community engagement: By collaborating with local businesses and organizations, students will foster relationships that benefit both the school and the community.
• Increased school spirit: Creating engaging content that highlights athletic achievements can boost school spirit and encourage greater support from students, parents, and community members.

2. Building Revenue through Local Business Sponsorships

One of the key components of integrating a Sports Management and Sports Media class into the school curriculum is the potential for revenue generation. Local businesses can serve as sponsors for various athletic events and initiatives. The process can be broken down into several steps:

• Identifying Potential Sponsors: Students can conduct market research to identify local businesses that align with the school's values and mission. This research can include analyzing customer demographics, local market trends, and identifying businesses that have a history of supporting community initiatives.
• Delivering on Sponsorship Packages: When the athletic department identifies and implements a potential sponsorship package for a partner, students can design sponsorship packages that outline the benefits for businesses, such as advertising opportunities, community recognition, and involvement in school events.
• Developing Commercials and Ad Campaigns: Once sponsorships are secured, students can work with local businesses to create commercials and ad campaigns featuring the school’s athletes at their business location. These commercials can be showcased at events, on the school's website, and social media platforms, providing exposure for both the athletes and the sponsors.

3. Engaging Content Creation: Intro and Signing Day Videos

In addition to traditional advertising, the Sports Management and Sports Media class can focus on creating engaging content that enhances the overall athletic experience. Two key initiatives include:

• Intro Videos for Video Boards: Students can produce high-energy intro videos for athletic events. These videos can feature team highlights, player interviews, and school spirit themes. The use of music, graphics, and engaging visuals will create an exciting atmosphere for both players and spectators.
• In Game Visuals: The sports management and sports media class also creates in-game "Memes" or in-game visuals that relates to current performances that adds value and enhances the excitement and energy of the game.
• Signing Day Videos: Signing day is a significant event for student-athletes transitioning to collegiate sports. Students in the class can create professional-quality videos that capture the emotion and excitement of this milestone. These videos can include interviews, highlights of the athlete's journey, and messages from coaches and teammates, creating lasting memories for the athletes and their families.

4. Game Coverage: Recap and Highlight Videos

Another vital aspect of integrating sports management and media into the school curriculum is the opportunity for students to cover athletic events. This can take various forms, including:

• Game Recap Videos: After each game, students can create recap videos that showcase key moments, scores, and player performances. These videos can be shared on the school’s social media platforms and website, keeping the community informed and engaged.
• Highlight Videos: Highlight videos serve to celebrate individual and team achievements. Students can compile footage from games, practices, and events to create dynamic highlight reels. These videos can be used for recruiting purposes, showcasing the talent at the school, and enhancing the athletes' visibility.

5. Benefits for Students: Real-World Experience

The integration of a Sports Management and Sports Media class offers students opportunities for real-world experience that can significantly impact their futures. The benefits include:

• Portfolio Development: Students will have the chance to create a portfolio of their work, including commercials, videos, and marketing materials. This portfolio can be invaluable when applying for colleges or jobs in the field.
• Networking Opportunities: Collaborating with local businesses, community leaders, and athletic professionals will allow students to build a network that can aid them in their future careers. This program has allowed for advanced internship opportunities for our students and our student-athletes.
• Leadership and Teamwork Skills: Working on projects within the class will help students develop teamwork and leadership skills as they collaborate to achieve common goals.

6. Enhancing School Spirit and Community Involvement

The integration of sports management and media into the school curriculum has the potential to enhance school spirit and foster community involvement. The following strategies can be implemented:

• Community Events: Hosting events that bring together students, athletes, and local businesses can create a sense of unity and pride. Events such as pep rallies, fundraisers, and community sports days can showcase the talents of student-athletes and promote local businesses. This class has created and implemented a high school level ESPN Gameday for our large community tailgate that we do each year. Over 40 vendors from our community come to the tailgate and offer "free" giveaways and "free" food. The event has over 2,000 people that attend, so the Gameday-like event the students put on enhances the excitement of the pregame prior to our first home football game.
• Social Media Engagement: Utilizing social media platforms to share content created by students will keep the community engaged and informed. Regular updates on games, student achievements, and sponsorships will foster a sense of belonging and pride.
• Alumni Involvement: Engaging alumni who have pursued careers in sports management or media can provide valuable insights and mentorship opportunities for current students. Alumni can share their experiences, offer advice, and even contribute to sponsorships. Finally, the sports media class also compiles and puts together videos for our Athletic Hall of Fame Induction ceremony. This has been a great addition to linking our current students to alumni.

7. Challenges and Considerations

While the integration of a Sports Management and Sports Media class presents numerous benefits, it is essential to consider potential challenges:

• Resource Allocation: Schools must allocate resources, including funding, equipment, and personnel, to support the program. Securing grants or sponsorships can help alleviate some financial burdens. Our teacher (a coach within our district) has had to purchase some equipment himself to make the program better, but we have also had to reach out to our athletic boosters to help support the program in various ways.
• Curriculum Development: Developing a robust curriculum that meets educational standards while providing meaningful experiences can be challenging. Collaboration with industry professionals can enhance the curriculum and ensure its relevance.
• Balancing Academic and Athletic Commitments: Students involved in sports management and media must balance their academic responsibilities with their extracurricular commitments. Providing support and time management training can help students succeed in both areas. Also, sometimes the students in the class can only work on projects during their 48-minute class period and when the first couple weeks of the class is occupied by teaching editing software and interview etiquette, it sometimes led to less lead time on projects.

8. Conclusion

Establishing a Sports Management and Sports Media class represents a significant opportunity for schools to integrate athletics into the curriculum meaningfully. By fostering partnerships with local businesses, creating engaging content, and providing students with real-world experiences, schools can enhance their athletic programs and generate revenue.

The benefits extend beyond the classroom, creating a vibrant school community that celebrates its athletes while preparing students for future careers. Through collaboration, creativity, and commitment, schools can pave the way for a new generation of sports management and media professionals, ensuring that athletics continue to play a vital role in education.

As schools embrace this integration, the potential for growth, engagement, and success becomes limitless, leaving a lasting impact on students, athletes, and the entire community.