Students in Brian Zimdars’ Sports & Entertainment Marketing class are getting a sneak peek into sports and entertainment marketing careers through a mix of mentorships, field trips and guest speakers.
Zimdars modeled his class after Middleton High School’s innovative Center for Advanced Professional Studies program, which enables students to be drivers in the course as well as to learn from industry professionals. The semester-long course covers principles of marketing and dives deeper into sponsorships and partnerships.
“We look at why brands are interested in partnering not just with sport teams but also in the entertainment industry with artists,” Zimdars said. “The goal is to get students to be hands-on.”
Industry professionals serve as mentors and guest speakers as well as interact with students during field trips. The experiences give students a sense for what a marketing job entails and whether it’s a career path they would like to pursue after graduation.
Recent guest speakers included Madison Mallards and Night Mares General Manager Sam Rubin, Marketing Director Kyle Chisholm and Creative Services Manager Brent Bartels.
“They shared their journeys and what it’s like to be around sports every day,” Zimdars said.
They emphasized that as Northwoods League teams, their marketing initiatives – including corporate outings, a youth area and giveaways – are key to filling the stands. They discussed social media, the importance of understanding your target market and your customer, plus the benefits of giving back to the community.
Students also presented their ideas for a challenge statement: What is a theme night or promotional activity or giveaway that the Madison Mallards or Night Mares could run throughout their new season?
Students’ ideas included leaning into the popular 6-7 meme by playing a game on June 7 with ticket pricing reflecting the meme. The Madison Mallards and Night Mare speakers shared feedback on students’ pitches and may incorporate their ideas into the upcoming seasons.
Zimdars said that for the guest speakers, hearing students’ perspectives provides market research into a key demographic they’re trying to reach.
Another recent guest speaker was Kristen Nett, founder of the nonprofit Women in Sports Helping Inspire the Next Generation (WISHING). She’s serving as a mentor for female students to help encourage their involvement.
“Kristen has been incredible with finding mentors in the Madison area for us,” Zimdars said.
Nett introduced the class to three mentors from ESPN Madison: Rachel Unitan, Holly Youpa, and Carly Nice.
“Before meeting with them, all I knew is that I wanted to work with a sports team,” said Middleton High School junior Teagan Kadow. “But now I have more of an understanding of specific jobs in the field, and I’m really excited to keep learning more.”
Middleton High School junior Yasemin Rosas said she considered it a male-dominated industry.
"Hearing their personal experiences as women in the industry has made me even more passionate about pursuing a similar career," Rosas said.
Talking with the WISHING mentors changed Middleton High School junior Sophia Pientka's perspective too: "They have inspired me to explore other career paths in the industry beyond what I first imagined was possible.”
Middleton High School junior Amy Medsker agreed: “It doesn't always have to be sales-oriented, which was beneficial for me to learn.”
Zimdars noted his current class is about 90% male and 10% female, though the gender breakdown fluctuates each semester. He’s working to recruit more female students in his role as a soccer coach and an FBLA advisor.
Beyond mentoring opportunities, class highlights include a Bucks field trip, which combines professional aspects of the class with being able to enjoy a game.
“We always get a behind-the-scenes tour of Fiserv Forum, and last year a marketing rep was able to join us,” Zimdars said. “We’re trying to level up the experience.”
Zimdars wants to show students what a day-in-the-life of a sports marketer is like as well as give a sense for what students can do now, while they’re in high school, to stand out from the crowd for a job.
In addition to a Bucks game, the class attends a Milwaukee Admirals game and a Wisconsin Herd game. In November, the class will learn – virtually – from the NHL’s Las Vegas Golden Knights marketing team.
Zimdars is partnering with the Middleton High School athletics department to develop new programs too. He would like to expand his network for guest speakers, mentors and field trips to more local sports organizations.
“We’re trying to reimagine education with these programs,” Zimdars said. “It’s very hands-on, it’s applicable, and it’s responsive to what the community needs. We still have traditional school assignments and quizzes to check for understanding, but the goal is that students are creating and they can see the impact they’re making. Ultimately, they’re giving back to the community.”
Photo, left to right: ESPN Madison’s Rachel Unitan, Holly Youpa and Carly Nice with Middleton High School students Yasemin Rosas, Amy Medsker and Teagan Kadow