Hooplandia General Manager Drew Dawson tasked students from the Isenberg School of Management at the University of Massachusetts Amherst with a case study of our event. Their goals were to improve sponsorship relations and increase team registrations by developing marketing plans.
The Mark H. McCormack Department of Sports Management Leaders Club is a student-run sport management organization that brings together a diverse group of students with a passion for sports. Students plan, organize and participate in sports-related events and networking opportunities while building industry connections and lasting friendships that will continue long after graduation.
A strong faculty team serves as the club’s executive board, but its advisor, Professor Emily Must, is at the helm of this project. Must is the Director of Internships and Senior Lecturer, with a focus in Sport Management. She earned her bachelor’s degree in exercise science and master’s in sport management at Barry University, then her PhD in sport administration at the University of Northern Colorado. Her education and enthusiasm make her the perfect liaison between our team and the McCormack Student Leaders.
“We are deeply grateful for Hooplandia’s leadership and genuine commitment to learning into our students and events,” said Must. “Grounded in shared values of education, opportunity and community, this partnership reflects a mutual belief in using sports as a platform for growth and impact.”
Students were asked to create marketing strategies, promotional campaign ideas, propose social media collaborations, address any foreseen challenges and create a new on-site event. Final presentations were presented to Drew Dawson, who judged each as an expert on Hooplandia. Top-placing scores were as follows:
- Team Registration Winning Group: Ashleigh Levine, Gianna Buck and Claire Kang
- Sponsorship Winning Group: Jaes McCormick, Jordi Peck and Evan Baker
- Honorable Mention for Great Content Ideas: James Possehl
Must continued, “Hooplandia’s willingness to invest in experiential learning, support student‑led initiatives and collaborate on programming—from high school showcases to youth leagues and community revitalization—has helped fuel both the growth of the event and the development of future sport leaders. Together, we are building something aspirational and enduring: a platform that elevates the game, creates meaningful pathways into the sport industry and uses basketball as a force for opportunity and community impact across Western Massachusetts.”
Teaming up with the Isenberg School of Business has allowed Hooplandia to promote our event and meet the educational mission of Eastern States Exposition in more ways than one. We look forward to growing this partnership as our event advances.