Sports Marketing Students Get
Hands-On Experience

Two Metro State marketing classes are competing to see which campaign draws the most fans to the April 26 Colorado Rapids game, when the professional soccer team faces the D.C. United at Invesco Field at Mile High. The game begins at 7 p.m.

Through targeted advertising, special events, e-mail blasts and fundraising partnerships, students in Clay Daughtrey's daytime "Sports Marketing" class are targeting young professionals, youth and the Hispanic market. His evening students have organized an "Honor the Military" celebration for the game and are also teaming up with five charities to sell tickets. The marketing campaigns are comprehensive, starting with research to see which audiences are likely to attend a Rapids game, to making presentations to Rapids management and culminating with game-day preparations.

The partnership with the Rapids began last December. Prior to that, Daughtrey's classes worked with a now-defunct women's professional football team and Metro State's athletics program.

Daughtrey, who prior to entering higher education held marketing posts at the Charlotte Coliseum, the 1996 Olympics, Walt Disney's World on Ice, and the Ringling Bros. and Barnum & Bailey Circus, believes these real-world class projects give students a critical advantage. "This is the future of education," he said. "Students should receive hands-on experience during class, not just through their internships. I don't know of any other sports marketing classes that are doing this with a professional team."

There are rewards for the students. The winning class of the Rapids marketing contest wins a catered luxury suite for a future Rapids game. Beyond that perk, of course, is the work experience. "The Rapids have indicated they're hiring students who stand out," Daughtrey said, noting the Rapids are owned by the Anschutz Entertainment Group, which owns numerous sports and entertainment franchises and facilities.

To read more about the Rapids, go to: http://www.coloradorapids.com/