SCC FFL 2024: Sports Marketing Challenge #5 Recap & Scores
SCC FFL 2024: Sports Marketing Challenge #5 Recap & Scores
Here’s a summary of the top-performing schools and an overview of how teams fared in the fifth sports marketing challenge. We’ll be recapping the top three entries below.
In the fifth challenge, students were tasked with crafting a comprehensive ticket sales and sponsorship strategy, including creating a detailed promotions calendar. The strongest submissions excelled in creativity and practicality, presenting ticket sales plans designed to maximize season ticket revenue, incorporate theme night promotions, and leverage group sales to fill the stadium on game days. Additionally, these top entries featured well-thought-out activation plans that delivered significant value to corporate partners.
This challenge showcased excellent strategic thinking across the board, particularly in how many teams approached market segmentation. It was encouraging to see so many submissions recognizing the importance of tailoring ticket packages to different target audiences, from casual single-game buyers to premium seating and corporate hospitality clients. Several teams also incorporated dynamic pricing models, demonstrating a solid understanding of balancing affordability with maximizing revenue. Additionally, most teams did a commendable job of integrating methods to measure sponsorship ROI, which is crucial for building long-term partnerships.
However, there were areas where teams could have further strengthened their submissions. Many missed opportunities to integrate the frequency escalator model, which is essential for an expansion franchise to cultivate a loyal fan base by moving casual attendees to become repeat buyers and, ultimately, season ticket holders. Additionally, several teams enhanced their sales approach by including dedicated sales staff, such as inside sales teams to drive ticket sales or specialized group and premium seating staff. Lastly, teams could have boosted their scores by expanding sponsorship plans to include more opportunities, creating broader inventory and sponsorship categories, and highlighting more than just one or two brand partners. While these elements weren’t listed as requirements for the challenge, they represented opportunities to demonstrate advanced learning and distinguish themselves from the competition.
With one challenge remaining, Flower Mound High School is currently in the lead and poised to claim this year’s crown. However, the competition is far from over—there’s still room for surprises. Several schools remain in striking distance, and a standout submission in this final challenge could shake up the rankings with a come-from-behind victory for the ages.
#1 – Blacksburg High School, Virginia (Guadalajara Goats)
Congratulations to the students at Blacksburg High School for earning the top ranking in the fifth sports marketing challenge! The Guadalajara Goats’ submission stood out for its comprehensive ticket sales, sponsorship, and promotions strategy, effectively balancing fan engagement and revenue generation. They focused on premium seating, including Silver, Gold, and Platinum-Tier suites designed to offer exceptional experiences for fans and, even more importantly, to drive significant revenue. Their Holiday and Special Event Packages and corporate hospitality options showcased a smart packaging plan approach that adds value for fans and business partners alike.
The Goats front office also excelled in their sponsorship strategy, securing Telmex as the naming rights partner and Coca-Cola for exclusive concessions. Their integration of pouring rights into the sponsorship plan showcased a next-level understanding of sponsorships, adding high-value inventory that would most certainly lift revenue projections for the franchise in its inaugural season. The Goats’ activation plans demonstrated a clear commitment to providing sponsors with measurable ROI. Blacksburg students did an excellent job recognizing the importance of ROI while determining specific metrics for measuring sponsorship impact and communicating those results to corporate partners to ensure long-term commitments to the franchise.
Innovative tools like AI-based logo tracking and promo codes further emphasized this focus. Additionally, their multi-channel ticketing strategy, from season ticket plans to individual sales and an AI chatbot for seamless customer support, underscored their commitment to accessibility and convenience for fans. Outstanding work, Blacksburg HS students!
#2 – Capital High School, Montana (Utah Yetis)
Capital High School students scored an impressive second-place finish in this challenge, further cementing their status as one of the competition’s top teams. Their submission stood out for its well-rounded approach, featuring diverse ticketing options, community-centered theme nights, and strategic sponsorship activation. The Yetis’ focus on group packages and themed events—highlighted by meaningful ties to the NFL’s Crucial Catch and My Cause My Cleats campaigns—helps them leverage the power of the NFL brand to advance the team’s individual goals. This approach rallied community support and aligned with the team’s vision and brand messaging throughout every challenge in this competition. Consistency is key!
The Yetis also demonstrated advanced thinking in sponsorship strategy. Their use of a wide range of metrics to measure ROI showed a clear understanding of why evaluating sponsorship effectiveness is crucial to the long-term success of any sponsorship program. Additionally, their activation strategy went beyond traditional in-stadium signage and naming rights to include an advertising campaign, youth football camps, player appearances at the sponsor’s business, and retail promotions, effectively incorporating the promotions mix into their overarching strategy. One standout element was their proactive approach to protecting sponsors from ambush marketing attempts—a truly next-level consideration that added significant value for corporate partners.
On the ticketing front, the Yetis made smart moves by hiring both inside and outside sales teams, ensuring effective promotion of group sales, premium packages, and season tickets. This approach and consistent focus on community engagement and innovative sponsorship activation solidified the Yetis as a formidable contender in the challenge and the competition. Really well done, Yetis!
#3 – Flower Mound High School, Texas (St. Louis Spartans)
Congratulations to Flower Mound High School students for securing the third-highest ranking in the fifth sports marketing challenge! After a slow start to the season, the Spartans have surged to the top of the standings, demonstrating improvement with each challenge and a growing consistency that positions them as favorites for this year’s championship as we head into the final challenge.
The Spartans’ ticket sales strategy stood out with innovative offerings like personal seat licenses (PSLs), group packages, and premium seating options designed to maximize revenue while elevating the fan experience. They also demonstrated advanced comprehension of ticket sales marketing with the inclusion of a dynamic pricing strategy, helping the organization maximize revenue through fluctuations in supply and demand.
One of the most sales-savvy strategies in this competition came from the Spartans’ data-driven marketing approach. The team leveraged its inside sales staff to make cold calls to fans who had previously purchased tickets, including former season ticket holders from the Rams era and fans of the well-supported UFL Battlehawks. This targeted outreach demonstrated a keen understanding of converting existing fan interest into a loyal and engaged Spartans community. It was a standout example of combining thoughtful strategy with practical execution—really smart!
Additionally, their sponsorship strategy shone with a 15-year naming rights partnership with Boeing and creative activations, including a full-sized airplane model and interactive fan experiences. By balancing practicality with fan-focused innovation, the Spartans have solidified their place among the top teams in this competition. Great work, Spartans!
On to the next one…
Best of luck to all competitors as you take on the sixth and final challenge! In this round, students will craft a digital and social media marketing strategy for the franchise, focusing on innovative ways to integrate technology that positions the franchise as a forward-thinking, tech-savvy leader in the sports industry.
SCC FFL 2024 STANDINGS AFTER CHALLENGE #5
