At the start of the 2018 spring semester, students in the Missouri School of Journalism senior capstone Strategic Communications class were challenged by Fox Sports Kansas City and Sporting KC to develop creative and innovative strategies that FOX Sports Kansas City and Sporting KC could use to drive tune-in for Sporting KC matches on Fox Sports Kansas City.
The semester-long program culminated with final presentations on May 2 as part of FOX Sports University, the largest and most comprehensive program in the country intent on bridging the gap between academia and the sports industry. The goal of FOX Sports University is to bring the real world into the classroom, giving students valuable experience and a head start when entering the job market. Students work in teams and present their insights and recommendations back to FOX Sports executives. Winning ideas may be brought to life, giving students the opportunity to observe what it takes to make an idea come to fruition.
The group selected as the winning team was named “Black and Goal,” consisting of the following students who will be featured on the FOX Sports University website: Adrienne Martinelli, Eli Schnieders, Chase Lutz, Jake Boeding, Shelby Connelly, Lauri Riddell and Kristen Kaestner.
“I could go on and on about my experience with both FOX Sports KC and Sporting Kansas City," Schnieders said. "The duo provided challenging, real-world experience while fostering exciting and educating material. It was a give-give relationship with both sides learning and growing from one another.”
Chris Smith, Director of Marketing Strategy at Sporting KC had nothing but positive things to say about the program.
“It was a fantastic experience working with Fox Sports University," Smith said. "It offered us a really terrific chance to connect with a demo[graphic] we care a lot about. We know soccer is hugely popular with Gen Z and Millennials, so to be able to get a hands-on experience with these kids who are fans, but also providing real-time market research, was terrific for all the brands involved.
“My biggest takeaway is this demographic is really in tune with cause marketing; it’s something they care passionately about. They invest on brands who give back. The ability to take what’s happening into the real world is something you can’t typically get within the four walls of a classroom.”
The following individuals oversaw presentations on May 2.
Course Professor: Scott Fuenfhausen
Sporting Kansas City Attendants
- Brad Mertel (Director of Video Operations)
- Chris Smith (Director of Marketing Strategy)
FOX Sports Midwest & Kansas City Attendants:
- Geoff Goldman (Sr. Director, Communications)
- David Pokorny (Sr. Director, Marketing)
- Shelby Akos (Coordinator, Marketing)
FOX Sports Attendants:
- Cati Hance (Associate Manager of FOX Sports University Program)
