Photo left to right: Zack Highley (TPG), Fabian Garcia, Sara Hacker (TPG), Aaron Hornak, Bryson Lynch, and Sal Capritta with (TPG)
At Midway University, Sport Management students in SPM-350 Sport Sponsorship and Sales course are gaining more than just classroom knowledge—they’re getting real-world experience in the fast-paced, high-stakes world of sports management. This semester, Bryson Lynch, Aaron Hornak, and Fabian Garcia are putting their skills to the test by working at large-scale tournaments sponsored by the Kentucky High School Athletic Association (KHSAA), learning firsthand what it takes to execute successful events.
Building Essential Skills Through Hands-On Experience
The students are immersed in a variety of roles, allowing them to develop critical skills that will be invaluable in their future sports careers. Their responsibilities include:
- Time Management: With each tournament game running on a strict timeline, the students are learning how to fulfill sponsorship obligations precisely when and where they're needed. This means executing in-game promotions and activations during designated moments—a skill vital in the industry.
- Sponsorship Execution and Fulfillment: Delivering sponsor agreements is a key part of the sports business. The students are responsible for ensuring that sponsor logos, messages, and promotional content are properly displayed and activated throughout the games.
- Communication Skills: Whether they’re interacting with tournament staff, corporate partners, or fans, the students are refining their ability to communicate effectively and professionally—a must-have skill for any sports management professional.
- Game Day Entertainment and Execution: From coordinating in-game promotions to keeping the crowd engaged, the students are helping enhance the fan experience through creative and efficient event execution.
- Logistics and Preparation: With dozens of games on the schedule, the students are also getting a crash course in logistical planning. Setting up signage, preparing promotional materials, and ensuring the seamless flow of each event requires careful organization and attention to detail.
- Event Management: Beyond logistics, the students are learning how to adapt and problem-solve in real time – a critical skill for managing live events where anything can happen.
- Partner and Fan Relations: Through direct interactions with corporate sponsors and fans, the students develop the ability to foster positive relationships—an essential component of building and maintaining partnerships in the sports industry.
The Value of Real-World Learning
For Bryson, Aaron, and Fabian, this experience offers more than just résumé material—it’s an opportunity to apply classroom concepts in a live setting. They see how deals are executed, sponsorships are activated, and events are managed, giving them a significant advantage as they prepare to enter the sports business world.
Sara Hacker, Associate Regional Vice President with TPG who helps with sponsorship and event management for KHSAA and Midway University Adjunct Professor, emphasizes the importance of this practical experience:
“It's one thing to teach students about sponsorship and event management in class, but it's another to see them put those skills into action. The hands-on experience they're gaining at these tournaments prepares them for the realities of the industry—tight timelines, quick decisions, and constant communication.”
Looking Toward the Future
As they wrap up the semester, Bryson, Aaron, and Fabian will walk away with a deeper understanding of the inner workings of sports management. Their experiences in time management, event logistics, and corporate partner relations will give them a leg up as they pursue careers in the field.
Fabian Garcia reflects on the value of the experience:
“At the KHSAA Sweet 16, we got to see behind the scenes of one of the biggest high school sports events in Kentucky. Walking onto Rupp Arena's floor to run promotions and create memories with fans was a dream come true. The experience gave us real insight into how marketing teams and sponsorships operate—and we made connections that could help us in future job searches.”
Bryson Lynch highlights the hands-on skills he gained:
“We learned how to run sponsorship games during timeouts and quarters, getting fans excited to rep their schools and win prizes. Taking photos for sponsors and social media showed how thrilling high school games can be. This experience also taught me to problem-solve quickly under a strict schedule—a key skill in the sports world.”
Aaron Hornak shares how the experience broadened his perspective:
“This opportunity was amazing! We didn’t just learn how to run in-game promotions—we also learned how Ms. Hacker secured and represented the sponsors throughout the event. It gave me a whole new outlook on the sports world, seeing the behind-the-scenes work that goes into the games I've watched for years.”
Midway University's commitment to experiential learning ensures that students in the SPM-350 Sport Sponsorship and Sales course are ready to hit the ground running—whether they're managing game day operations, building sponsorship relationships, or executing major sporting events.