Samford University Brock School of Business students in Mary Harrison's marketing research course recently wrapped up an impactful semester-long project by delivering strategic marketing recommendations to three local professional sports teams: the Birmingham Squadron, the Birmingham Legion and the Birmingham Bulls. Harrison, a visiting associate professor of marketing, guided the project with support from Darin White, executive director for the Center for Sports Analytics and the center’s assistant director Marshal Smith. Students served as consultants throughout the semester.
They utilized a range of research methods, including in-depth interviews, focus groups, industry forecast predictions, social media monitoring, search engine optimization (SEO) audits, content marketing analysis and survey research. This multi-layered approach allowed students to gather both quantitative and qualitative data, giving them a real-world perspective on how sports organizations engage with their audiences.
Students selected the team they wanted to study for the semester. Their objective was to provide actionable insights to boost attendance, especially among college students. Teams tasked students with understanding the motivations and habits of Gen Z sports fans, pushing them to think creatively about how to build community and loyalty among a digitally native generation.
“What made these projects so valuable was that students weren’t only brainstorming new ideas—they were conducting real market research and using that data to inform their recommendations,” Harrison said. “This approach mirrors what professional consultants do: gathering insights, analyzing trends and backing up every suggestion with evidence. It’s a level of rigor and professionalism that benefits both the students and the organizations they serve. Experience with data analysis and marketing research is a key asset for today’s business graduates.”
In culminating presentations, students showcased their recommendations directly to team executives, emphasizing strategies for building stronger relationships with Samford students and driving attendance through creative marketing techniques. Executives from each team expressed appreciation for the students’ thoughtful and applicable recommendations, underscoring Samford's commitment to hands-on, experiential learning that benefits both student career readiness and Birmingham’s sports community.
This project highlights the strong partnership between academia and industry, positioning Samford University as a leader in sports marketing education. Brock School of Business is grateful to the Birmingham Squadron, Legion and Bulls for their investment in student learning and professional development. With each collaboration, business students not only gain practical skills but also build meaningful connections that extend beyond the classroom—preparing them to lead with purpose in the ever-evolving world of sports and entertainment.
