Schedule of Events

As women’s sports are gaining national momentum, professional women’s basketball is reaching new levels of visibility and growth. This project explores how one of the newest and record-setting teams, the Golden State Valkyries, can strategically expand its global reach by targeting key international markets, with a primary focus on China. The purpose of this project is to develop a global expansion strategy that increases brand awareness, cultural relevance, and long-term positioning beyond the United States.   
Through market research and comparative analysis, this project will examine how international markets drive growth and brand legacy. The methodology includes identifying target audiences, analyzing digital media trends, and developing a pilot strategy centered on platform-specific content, partnerships, and stakeholder collaboration. Building off the Valkyries’ inaugural season success and their association with the Golden State Warriors, the project outlines how cross-functional efforts can support global expansion. This will emphasize how the current Golden State model can be applied to the Valkyries’ strategy to enter markets that have not experienced women’s basketball at this level. 
Success will be measured through increased international reach, digital engagement, market growth, and potential partnerships, demonstrating how the Valkyries can position themselves as leaders in global women’s basketball branding. 

This project explores how the intramural sports program at California Lutheran University can be redesigned to increase student participation, with a specific focus on improving weekend engagement and retention. As a commuter school, California Lutheran faces challenges in maintaining student involvement on weekends, making it fundimental to create programming that encourages students to remain on campus and actively participate. The purpose of this study is to evaluate current program limitations and implement strategic changes that foster greater student engagement, leadership development, and overall program growth.
To address these concerns, a needs assessment will be conducted. The project will be using student surveys, participation data, and feedback from previous intramural events. Based on these findings in the project, it will introduce revised tournament structures, expanded sport offerings, and more flexible team formats to better align with student interests. Additional methods will be introduced by implementing targeted marketing strategies such as social media promotion, campus outreach, and student engagement initiatives to increase awareness.
Collaboration with campus recreation staff, the field supervisor, and student employees will support the implementation of these changes, while leadership responsibilities will include planning events, delegating tasks, and overseeing operations. The success will be measured through increased weekend participation, improved retention rates, and increased levels of student satisfaction. It will be ultimately creating a more engaging and sustainable intramural sports program.

This project examines the role of Aticco Venture in fostering entrepreneurship and supporting early-stage startups within the innovation ecosystem of Barcelona. Through an on-site visit and direct engagement with the organization, our group gained insight into how Aticco facilitates startup development through coworking spaces, mentorship opportunities, and access to a collaborative entrepreneurial network. The purpose of this study is to showcase how Aticco Ventures supports entrepreneurs in practice and to understand how structured innovation ecosystems contribute to startup growth and success.
A key component of our experience included meeting an entrepreneur working within the Aticco ecosystem, who shared firsthand insights into his startup journey. He discussed how Aticco has supported his business through community connections, resource availability, and an environment designed to encourage innovation and growth. This interaction provided a valuable perspective on how startup incubators translate theoretical business concepts into real-world outcomes.
As School of Management students, this experience was particularly meaningful, as it highlighted the importance of accessible entrepreneurial ecosystems in shaping future business leaders. The visit demonstrated how innovation hubs like Aticco not only support individual startups but also contribute to broader economic development by cultivating creativity, collaboration, and sustainable business growth. Ultimately, this project explores how structured entrepreneurial environments can transform early-stage ideas into scalable ventures in today’s global economy.

This study examines FIFA World Cup host selection as a sociological process shaped by power, corruption, and global inequality, challenging the assumption that attribution decisions are neutral and merit-based. Drawing on key theoretical frameworks—including conflict theory, Gramsci’s concept of hegemony, Bourdieu’s notion of symbolic capital, and institutional governance models—this research analyzes how FIFA’s decision-making structures enable elite bargaining, patronage networks, and legitimacy crises within global football governance.
Using a qualitative methodology that incorporates legal documents, institutional reports, and case study analysis, this study explores major controversies such as the 2015 U.S. Department of Justice FIFA corruption case and the contested awards of the 2018 and 2022 World Cups. Additional cases from national federations (e.g., Ghana, China, Spain) illustrate how corruption operates across multiple levels of football governance. Findings indicate that corruption within FIFA is not an isolated anomaly but a structural feature reinforced by high-value rewards, opaque decision-making, and dependency relationships between governing bodies and member associations.
The study concludes that World Cup attribution reflects broader sociological patterns of power concentration and institutional failure, demonstrating that global football governance functions as a political system where economic interests, symbolic capital, and geopolitical influence shape outcomes more than transparency or merit.

This project, Engaging the Community in Athletics at California Lutheran University, will examine strategies to improve student and community engagement in athletics at California Lutheran University. To do so, this project will study internal data, literature from other institutions that have successfully increased attendance and involvement, and external theories of sport management and marketing. In addition, the research will incorporate institutional data, campus and community-based demographic trends, and qualitative insights from personal experiences and peer perspectives to provide a comprehensive understanding of current engagement gaps. 
The study will develop targeted, evidence-based recommendations tailored to the university’s unique student body and local context. It will present a concrete plan for the fall that will attempt to increase engagement at California Lutheran University.  The findings aim to demonstrate how intentional marketing, inclusive programming, and community-oriented initiatives can enhance game-day atmosphere, strengthen school spirit, and build long-term support for athletic programs. Ultimately, this research offers a practical framework for institutions like California Lutheran University, seeking to create more vibrant, connected, and sustainable athletic engagement.

This project compares KAP7 and Mikasa, two leading water polo equipment brands, analyzing differences in brand identity, target markets, and marketing strategies. KAP7 emphasizes a niche, community-driven approach rooted in athlete experience and authenticity, while Mikasa leverages global recognition, innovation, and official partnerships across multiple sports. KAP7 excels in storytelling, engagement, and loyalty within the water polo community, whereas Mikasa leads in regard to product credibility and institutional trust. This analysis highlights the key strengths, weaknesses, and growth opportunities between the two, concluding that success in sport branding depends on balancing emotional connection with performance legitimacy.

In today’s global sports industry, branding is a crucial factor in fan engagement, revenue generation, and long-term identity. This project examines how FC Barcelona has developed one of the most influential sports brands, paired with the teaching of the Johan Cruyff Institute. The purpose of this presentation is to analyze the strategic branding initiatives that have allowed FC Barcelona to be a leader in both sports performance and global marketing.
The project examines key branding strategies, including the club’s game-changing partnership with Spotify, the use of players in global advertising campaigns, and the integration of club values such as “Més que un club” into all marketing initiatives. Additionally, insights from the Cruyff Institute emphasize how leadership, innovation, and sports education contribute to sustaining a strong brand identity.
Through analysis of these strategies, the project finds that FC Barcelona’s success is driven by its ability to combine commercial partnerships with authentic storytelling and athlete-driven influence. In conclusion, the club’s branding approach demonstrates how sports organizations can balance tradition and innovation to maintain global relevance and foster fan connection.

The National Collegiate Athletic Association policy change in 2021 marked a major shift in college athletics, allowing student-athletes to profit from their Name, Image, and Likeness (NIL). Since then, distinct patterns have emerged between male and female athletes’ NIL opportunities. While male athletes often secure higher-value deals tied to revenue-generating sports like football and basketball, female athletes frequently build broader portfolios through social media partnerships and personal branding. These trends raise important questions about gender, visibility, and compensation in the evolving NIL marketplace.
This research aims to examine the similarities and differences between top male and female NIL deals to better understand how gender influences athlete marketability and earnings. By comparing deal value, endorsement types, and branding strategies, the study seeks to identify whether NIL opportunities are reinforcing existing gender disparities or creating new avenues for equity in college athletics.
This study will use a mixed-methods approach. Quantitative data will be collected on NIL deal values, frequency, and categories of endorsements among top male and female athletes. Qualitative analysis will include case studies of high-profile athletes, focusing on branding strategies, social media engagement, and audience demographics. Additional factors such as media exposure, sport popularity, and traditional revenue structures will be evaluated to contextualize findings. Together, these methods will provide a comprehensive assessment of how NIL opportunities differ by gender and what drives those differences.

This project, Advancing Women’ s Soccer through Female-Centered Coaching, explores how leadership approaches tailored to female athletes can strengthen team culture, performance, and long-term success. It has been common practice for coaching models to mirror those used in men’s sports, overlooking key differences in motivation, communication, and team dynamics. Through Female-Centered Coaching, this model centers on relationship-building, athlete voice, and holistic development. The project aims to improve the effectiveness and build long-term success of the California Lutheran University women’s soccer program.
The primary goal of this project is to evaluate how adopting female-centered coaching strategies can improve the program's effectiveness and sustainability. It intends to foster stronger interpersonal connections, strengthen athlete communication, and build a positive team culture that supports both athletic and personal advancement. Ultimately, this project seeks to provide a model for coaching female athletes that improves performance and overall program success.
This study will use a combination of qualitative research methods, including one-on-one interviews, recordkeeping, qualitative observation, and scholarly research. Weekly practices and youth camps are designed using female-centered principles that emphasize communication and personal development. One-on-one meetings provide opportunities for individualized support and open dialogue. Research on gender dynamics in sports, combined with insights from one of the most successful female coaches, Emma Hayes, as discussed in her book, informs the framework. Data will be collected through player surveys, observations, and interviews with coaches. Ongoing evaluation will be conducted using collected research data to assess improvements in confidence, team culture, and overall program effectiveness.

While women may be appearing more frequently as presenters and commentators on sport broadcasts during the Milano-Cortina 2026 Winter Olympics, men appear to occupy more high-profile, expert roles in sports media. This research examines the extent of gender specialization in Olympic commentary in U.S. and international networks as well as in the world feed. A survey of sports media viewers assesses how viewers perceive the credibility of male and female broadcasters during women's, men's, and mixed events. This study examines how certain personality characteristics, authority patterns, and storytelling narratives can contribute to the existence of "hidden" gender hierarchies in the industry. The researcher is particularly interested in how having more women in the industry is not enough, as it is also crucial to grant them more authority in the actual broadcast. The end goal is to uncover these unfair patterns and outline practical steps for a more balanced and professional sports media industry globally. 
Keywords: sport media, gender, broadcasting, Olympics

This project examines how expanding travel demands in professional sport—fueled by globalization, commercial pressures, and league‑driven scheduling—create structural risks for athlete health and safety. Drawing on the NFL as a primary case, the research analyzes how short‑week turnarounds, cross‑country flights, and international games intensify fatigue, disrupt recovery, and elevate injury risk. As the presentation notes, “the globalization of sport has intensified schedule congestion and transcontinental travel, creating a direct conflict between commercial growth and athlete health.” Using a qualitative, multi‑method approach that includes secondary research, schedule analysis, and athlete/union commentary, the study evaluates how power imbalances between owners, leagues, and players shape these conditions.
 
Guided by sociological frameworks—including hegemonic masculinity, labor theory, and neoliberalism—the project argues that travel demands are not merely logistical challenges but reflections of deeper institutional priorities. As highlighted in the findings, “players have limited scheduling control” while economic incentives drive decisions that normalize unsafe working conditions. The NFL example illustrates how Thursday Night Football, international expansion, and compressed travel windows place disproportionate physical and mental burdens on athletes.
 
The study concludes that current travel structures reinforce labor inequality and pose ethical concerns for the sport industry. It calls for stronger collective bargaining protections, standardized recovery policies, and a re‑evaluation of how leagues balance global expansion with long‑term athlete well‑being.
 

This project explores the transformation of Girona from a traditional Catalan city into a globally recognized cycling hub, highlighting the role of innovation, entrepreneurship, and shifting economic dynamics. Incorporating each team member’s emphasis and perspective. Kimberly’s approach from a Marketing/Creative outlook examines how the rise of cycling culture attracted startups and cycling-related businesses. The study also analyzes how these changes have influenced local residents, including both opportunities and challenges created by a more tourism-driven economy. Felix’s approach from an Accounting perspective, the transformation of Girona illustrates how the growth of cycling-related businesses strengthens revenue streams for local companies, changes cost structures for small enterprises, and influences financial planning across the city, showing how innovation and tourism-driven demand reshape long-term economic sustainability. Additionally, it considers the impact on small, locally owned businesses and how they have adapted. Kyrea’s financial approach investigates how Girona’s global branding has driven significant property value appreciation and transformed local infrastructure into prime investment assets. This approach analyzes how international demand from professional athletes and entrepreneurs has reshaped the residential and commercial markets while securing the city’s long-term capital growth. Overall, the project demonstrates the integration of cycling, innovation, and members' perspectives of Girona’s identity.

This study examines the emergence and rapid growth of women’s sport leagues through a sociological lens, focusing on the social, economic, and cultural forces that have historically shaped—and constrained—their development. Despite increased female participation in sport, women’s leagues have long been underfunded, underrepresented, and marginalized within the global sport industry. Drawing on key sociological frameworks, including hegemonic masculinity and media representation theory, this research analyzes how institutional barriers, gender norms, and limited media coverage have historically restricted the visibility and legitimacy of women’s sports.Using a qualitative methodology that incorporates literature review, secondary data analysis, and industry reports, this study explores recent growth trends in leagues such as the WNBA and NWSL. Findings indicate that the emergence of women’s sport leagues as viable commercial and cultural entities is driven by a combination of social movements advocating for gender equity, increased media exposure—particularly through digital platforms—and growing corporate investment recognizing untapped market potential. However, persistent challenges remain, including pay inequity, media disparities, and entrenched cultural stereotypes.The study concludes that the rise of women’s sport leagues reflects a broader societal shift toward gender equality, while also highlighting the ongoing tension between commercialization and structural inequality in sport.

As Olympic sponsorship costs continue to rise, Worldwide Olympic Partners (TOP sponsors) face pressure to demonstrate measurable commercial returns while simultaneously maintaining symbolic alignment with Olympic ideals. The Milano–Cortina 2026 Winter Games offer a timely opportunity to examine how these dual objectives are pursued within one of the world's most globalized sport platforms. This research aims to analyze the activation strategies employed by TOP sponsors at Milano–Cortina 2026, exploring how those strategies generate economic value, construct symbolic brand capital, and operate within the broader Olympic ecosystem. Using a qualitative content analysis methodology, this study draws on International Olympic Committee (IOC) reports, sponsor press releases, marketing materials, and an academic literature review encompassing brand equity, sponsorship-linked marketing, and symbolic capital theory. Primary data was also collected through field observations and on-site activation documentation during the Games.
 

This study critically examines the Olympic Games as a political, cultural, and economic institution, challenging the widely accepted notion that the Olympics function as a neutral and apolitical global event. Drawing on key sociological theories, including Adorno’s concept of the culture industry and Gramsci’s theory of hegemony, this research analyzes how the Olympics operate as a platform that produces and reinforces global power structures, ideological narratives, and cultural dominance.

Using a qualitative methodology that incorporates literature review, theoretical analysis, and case studies—including Berlin 1936, Beijing 2022, Tokyo 2020, Paris 2024, Milano-Cortina 2026, and Los Angeles 2028—this study explores how the Games are utilized for national propaganda, economic gain, and global image-building. Findings reveal that the Olympics function as a highly commodified media spectacle that promotes nationalism, legitimizes political regimes, and masks underlying inequalities such as displacement, surveillance, and economic disparity in host cities.

The study concludes that the Olympic Games are not merely sporting events but powerful cultural institutions that transform politics into spectacle, reproduce hegemonic ideologies, and shape global understandings of power, identity, and success.

This study examines the sociological issues embedded within high school sports coaching, challenging the widely held assumption that youth sport participation inherently promotes positive development. While sport is often associated with character building, teamwork, and discipline, growing evidence suggests that coaching environments can also produce negative outcomes, including athlete burnout, psychological stress, and early sport dropout. Drawing on key sociological frameworks, including Coakley’s critique of sport and character development, Bourdieu’s theory of capital and inequality, and Foucault’s analysis of power and discipline, this research explores how coaching practices and institutional structures shape athlete experiences.
Using a qualitative methodology that incorporates literature review and secondary data analysis, this study highlights three key systemic issues: a “win-at-all-costs” culture, power imbalances between coaches and athletes, and environments that contribute to overtraining and burnout. Findings indicate that approximately 70% of youth athletes drop out of sport by age 13, with coaching environments playing a critical role in shaping these outcomes.
The study concludes that high school sports coaching is not inherently beneficial; rather, athlete development depends on coaching philosophy, social structures, and power dynamics. Addressing these issues is essential to creating healthier, more inclusive sport environments that support long-term participation and well-being