By Avery Ollinger '27

Every year, the Sport Marketing Association gathers professionals and leaders across the industry to learn more about emerging topics in sport. Attendees have access to research and practice panels, breakout sessions, and panels focused on various topics within sports marketing, as well as private equity in sport and multi-use districts. SMA invites undergraduate and graduate students to compete in a Case Study competition each year to create innovative solutions to real problems facing the sport industry currently. 

A total of 20 teams were entered in the competition, allowing us to compete with schools such as Syracuse University and The University of North Carolina. Students were all given the same case at the same time; from there, we all had just six days to turn in a full presentation. Presentations were given on Thursday, with finalists advancing to Friday morning presentations.

As a team, we were tasked with creating a unique merchandise line and a cohesive digital content strategy for the Washington Commanders. The merchandise and digital content were to be targeted at Gen Z (ages 13-27), due to their low engagement with the Commanders right now. As the Washington Commanders have recently moved through a rebrand and are looking to play in a new stadium in 2030, it is key that they are strategic with targeting their fans to maintain brand loyalty. We had only six days to put together a polished presentation for a panel of judges who work across academics and sports, visually and verbally sharing our findings. 

Over the six days of work, our team created “The Commanders Culture Club”, our merchandise line and content strategy to promote the clothing and accessories digitally. We did extensive research to truly understand the demographic and their habits when it comes to purchasing NFL merchandise specifically. The merchandise line consisted of three main products we knew Gen Z actually wanted and would pay for: a Carhartt collaboration, limited-edition collectible items, and a build-your-own accessories line. In our research, we found that Carhartt was ranked #1 among streetwear brands for Gen Z specifically; we wanted to take this data and create a product Gen Z was actively looking for. We knew our merchandise line wouldn’t survive off a streetwear collab alone; we created accessories and collectible items to increase the customer's average order value when purchasing from the Commanders site.

We delivered a fantastic presentation and represented well amongst larger universities and programs. Despite us not advancing to the finals, we all walked away extremely proud of the work we had presented to the judges. 

Returning for a second year meant I had the opportunity to work with a new group of classmates, and I showed up feeling extremely prepared. The competition taught us all how to operate under pressure and place trust in each other in an uncertain environment.  I would like to thank all of the Sport Business Professors, Dr. Kadlecek, Dr. Braa, and Dr. Jensen, for the learning opportunities within this competition. This has truly been a great experience, and I am so grateful to represent the University in such a unique way.

“To say it was a benefit is an understatement," said Thomas Pesa '28. "Attending a University where I have the privilege of making connections, learning valuable skills, and working with like-minded peers is something I will always be grateful for. Developing a marketing plan for the Commanders also allowed me to get an inside look at how professional teams position themselves to market to certain demographics. Looking forward to next year!”

"The SMA Conference experience was one that will stick with me for years. It was truly phenomenal to not only visit M&T Bank Stadium and Camden Yards, but to meet and form long-lasting relationships with industry professionals," said Melanie Plecko '28. "When it comes to the case study, I learned a lot about creating and pitching a concept to a panel of judges. It was an incredible experience, and I’m grateful for the opportunity!"