View the National Collegiate Sports Analytics Championship, powered by GOAL, frequently asked questions and answers below. Send other questions to Heather_Grover@Baylor.edu and we’ll add answers here.
Virtual preliminary rounds (November 1-15, 2023)
When will the data be ready to download to analyze? Wednesday, November 1, 8am.
When is the 5-minute PowerPoint presentation due to be uploaded? Friday, November 3, midnight.
How many teams and students from a school? One team (up to 4 students) for undergrad and one team (up to 4 students) for each program/dept. Students may compete independently, without a team.
What if we have multiple programs? Schools like Baylor have a team from a business school program (S3E) and another from the statistics department, unrelated to the business school program. Distinctly different programs at a school might want to be involved and that’s great.
Will we need to record the virtual round? No need to record, but one could. These are Zoom calls arranged between one student and one judge at a time.
What do the virtual round scores have to do with the in-person finals? The virtual round determines seeding for the finals in Dallas. Finals participants who do not compete in the prelims will be unseeded in the NCSAC brackets at the in-person event. The virtual round provides practice for the Finals.
Getting ready to go to Dallas (February 21-22, 2024) and where to go
Is there anything going on before the event? Yes, we will have a reception for judges, recruiters and sponsors the evening before the event.
How should I prepare? Judges, participants and professors should carefully read the new Study Guide when it is released to know what to expect. Students–use the practice sets to get ready because the Finals data sets will be similar but not the same.
Can other faculty or graduate students from participating schools come to observe? Yes, but please register ($50) as we need to account for space, food, and who’s in the building. Deadline is January 10, 2024.
Where are the heats for each round going to be? On the Admiral Level. For graduate students Round 1 will be on the West side of the building (Suites 1306 to 1318; right to left) and for undergraduates Round 1 will be on the East side of the building (Suites 1356 to 1339; left to right).
Can professors or others watch the presentations? No, only the students and judges assigned to the heats.
Do students work together? No. This is like the Olympics where each person competes as an individual in the event. Judges will ask questions to determine if the student worked independently as part of the integrity component of the competition. Judges are then able to evaluate who can analyze and present well.
Can a student graduating in December still compete in both competitions? Yes, as long as the student is not employed before the championship.
How do teams win? Among teams with at least 3 students, the average scores of each student’s last heat are used to determine the team winners.
Is the data the same as the preliminary round? No, it will have new variables and a different prompt related to GOAL objectives. See www.goalstandard.com.
Can professors watch the presentations in each heat? No, but the Final 4 includes everyone.
Will students, professors and judges have color-coded name tags so we know who’s who? Yes, that’s the plan.
Is there free WiFi? Yes, with no need to login at the AAC.
Do students bring their own laptops to do the analysis? Yes. Make sure yours has as much RAM & storage as possible because you will download and work with big data. There will be places to plug-in but be sure to fully charge in advance in case you want to sit away from available plugs.
Where will students analyze the data after downloading? A large work room with tables and outlets will be available on the Admiral Level in the Admiral Meeting Rooms. Students may also choose seats or tables the Platinum Level near the Lexus Club but those lack electrical outlets.
Where will the Final Four Presentation be held? In the Admiral Room on the Admiral Level.
Can students use other materials/notes while analyzing the data? Yes. The main point of integrity is that the student prepares and completes the analysis independently. That includes no texting, messaging or other interaction with others from 7am until Noon on the day of the competition.
PowerPoint? Each student will prepare a PowerPoint presentation using the NCSAC PPT template that will be downloadable on the day of the event.
What is the presentation format? Students will be placed in heats of 4 in a suite. Each will present for five minutes to the judges in the suite one after another while the others wait in the hallway. The top two in each heat advance to the next round.
In the middle of the Great Resignation–the Big Quit or the Great Reshuffle–no better time exists than now to emphasize the best way to go about resigning without looking like a quitter.
Let’s start from the time you first take a job until the time comes to move on.
Establish an open-handed relationship with your direct supervisor:
Openly share your career goals.
Be realistic. Look at career paths on LinkedIn to see how long it takes others to get where you want to go.
Plainly discuss areas you need to grow.
Focus on 1-2 at a time. You have 40+ years of your career to grow.
Be patient with yourself.
Schedule review meetings even if the supervisor doesn’t.
Be proactive but not overbearing.
Find a mentor:
Who has at least 10 years more experience than you.
Who is in a place or role you would someday like to be.
Who has your best interest at heart.
Who will tell you the hard truth when you’re wrong.
Respect them for saying it. Truth is a rare commodity. Treasure it.
Who will meet with you on a regular basis.
Keep in touch with your professors (and mentors):
Whatever you’re going through, they’ve heard it all before.
Since they’ve no stake in the matter they can give unbiased counsel.
Odds are they know your supervisor or others in that role and can provide insight.
They can help you if/when you are ready to move.
When issues arise that make you think about quitting:
Talk with your supervisor about it.
Don’t identify a problem without offering a solution.
Look for ways to help others.
Be an answer.
Leadership will notice.
Don’t complain to peers or others. It makes you part of the organization’s problem.
Remember all companies have their problems.
Learn to manage frustrations.
Learn to navigate political waters.
Make learning instead of leaving your first choice.
When you see opportunities to go elsewhere:
Discuss the pros and cons with your supervisor.
Run it by your mentor.
Run it by your professor.
Your supervisor, mentor and professor should never be surprised to learn you’re moving on.
If you ultimately decide to make a career change:
Provide at least two weeks notice.
Be organized and helpful. Provide detailed notes so others know what’s going on after you leave.
If you leave to a competitor, expect to be asked to leave immediately.
This is not about you.
Organizations have a business to run and have to protect clients, colleagues and intellectual property.
Professional courtesy, communications and grace go a long way on how you are remembered. Since the sports industry is small and everyone talks to everyone else across every league, all of these count double.
These same tips fit for almost any other big decision, like switching majors, churches, or other organizational commitments.
Other tips for how to manage careers in transition? Comment below.
How long does it take to get to top of the business side in sports? We researched how many years from graduation to making it as CEOs or Presidents, and CIOs (or equivalent), among MLB teams.
Quarter of a Century
The average time from leaving school to first stepping into the role for the 27 CEO’S and 21 CIO’S included in our study was 25.4 years for CEOs and 17.69 years for CIOs. CEOs in MLB make a livable wage, typically into the seven-figure range.
The range was 13 to 46 years for CEOs and 3 to 34 for CIOs. Stan Kastan took 13 years to get to the top of the Los Angeles Dodgers, while Ron Fowler of the San Diego Padres took the longer route (46 years). In technology, Corey Kmichik of the Milwaukee Brewers, reached the CIO spot in 3 years and Don Brown of the Chicago White Sox took 34 years.
We also wanted to visualize where these major players received their education. As you can tell from the following the large majority did come from D1 level schools for both CEO’s and CIO’S.
Proportion of D1, D2 and D3 schools for each path.
We found a few interesting facts about the types of degrees that these leaders received. All CEO’s have bachelor’s degrees, but the spread of degree type is more varied than CIO. You have anything from psychology and American history to business and economics. Some CEO’s have MBA degrees, with one from Harvard and one from Wharton. Of the CIO’S, seven of the 29 have master’s degrees. The majority of the bachelor’s degrees are in engineering, with a few in MIS and computer science. There is even one CIO, Scott Swist, that has only a high school diploma and a lot of technical experience.
If you want to be a CEO the chances are higher if you have a law degree and come from a D1 school. To become a CIO, engineering degrees from a good school is a likely starting point, but other paths exist to get to the top of tech.
All S3 Club meetings (schedule TBA) will be open to S3 Club members, alumni, recruiters and long-time supporters to join on Zoom or drop by in-person if you’re in town. These Wednesday/Thursday lunch meetings (12:15-1pm) feature Shorty’s Pizza, the official pizza of S3! The S3 Awards Show in April is also open to S3 club members, alumni, recruiters, and long-time supporters. Complete the form at the bottom of this page to be notified about dates, times, people and places.
S3 Club Six-Year Expansion = +74%: Membership in the S3 Club, which feeds into the S3 Marketing major, has recovered from Covid to set an all-time high along with enrollment in the S3 program.
S3 Major → S3 Marketing Major Growth = +58%: Moving from a dedicated S3 major to the MKT major with S3 Sales and/or S3 Analytics tracks for the first full class in 2022-2023 continues to attract quality students into the program. The first two classes (2022-23 and 2023-24) in the new program exceed 40 students each. The S3 major averaged 26 for the previous six years.
Placement: Historically, over 95% of S3 seniors find full-time positions by the month of graduation. Half (50%) of these work in professional sports. In 2022, the program placed over 40 students in professional internships. Click here to see the internship and placement list dating back to 2016.
Student & Professional Engagement
The S3 program generated and expended over $53,000 on S3 student activities to engage with teams, agencies and brands in 2021-2.
The Values Based Leadership Program
Supported by corporate and professional sports partners, students in each class took trips to San Antonio, Dallas, Houston, and Boston to engage professionals in SIC ‘EM Discussion Panels. SIC ‘EM stands for Spirit, Integrity, Commitment, Empowerment, and Motivation.
With corporate support from BirdieBox, WOWorks, 9th Wonder, and team support from the Dallas Cowboys, Dallas Mavericks, Houston Dynamo, Houston Rockets, and San Antonio Spurs, S3 students learn how to make better decisions with fewer regrets. Check below on the form if your organization is interested in participating. Read more about S3 Values Based Leadership here.
The National Collegiate Sports Sales Championship (NCSSC)
Registration for the ’21-‘22 event included 61 schools (+50%) and 185 students (+42%) for the online qualifier round. The Championship hosted nearly 200 people at State Farm Arena in Atlanta, GA and was co-hosted by the Atlanta Hawks Basketball Club. Recruiting and limited sponsorship opportunities are available for ’22-’23. Click here to learn more about the 2022-23 Sales and Analytics Championships.
Recruiting at S3 Pro Days
Recruiters for interns and full-time positions in sales and/or analytics can register here. Pro Days will be virtual on November 11th and January 27th.
Online reach: The Baylor S3 program (1600+ followers) and NCSSC (2000+ followers) each has more followers than any other sports-related academic program, such as Michigan, Texas A&M, Oregon, UCF, USF, and Ohio University, on Linked-In. Join us!
Research: Lane Wakefield and Kirk Wakefield, with co-author Kevin Keller, co-authored the 2021 “Paper of the Year in Sports Marketing” by the American Marketing Association’s Sport Special Interest Group (AMA SportSIG) published in the Journal of Advertising. Lane Wakefield was awarded the “Emerging Scholar in Sport Marketing” by the AMA SportSIG on the strength of publications in the Journal of Advertising, Journal of Advertising Research, Journal of Service Research and Sport Management Review. Kirk Wakefield, awarded the AMA SportsSig Career Achievement Award, publishes in the leading marketing journals, including Journal of Marketing, Journal of Consumer Research, Journal of Service Research, and many more.
After the first round of the Baylor S3 Pro Day of virtual recruiting with 30 interviewers, 54 of the students rated each of the interviewers, selected their favorite two interviewers, and commented on one that didn’t go as well as hoped. After the second round of S3 Pro Days on March 5 (click here for more info), we will distribute information to interviewers (who also get the chance to rate the students on their interviewing skills). The S3 Best Interviewer Awards for S3 Sales and S3 Analytics will be announced for the S3 Awards Banquet on April 14.
These evaluations are much like teaching evaluations. We certainly prefer students enjoy the experience. Admittedly, sometimes learning experiences can cause user discomfort. So, good on you as professor or recruiter if you can do both: Supply enjoyable learning experiences that serve the welfare of all parties for both the short and long term. To that end, we offer 45 comments about what students liked best about interviewers, which thankfully outweigh the 24 comments on areas of improvement. Learn as you will from these.
Interviews for Sports Sales & Analytics Internships & Careers
45 Areas of Excellence
1. Intentionally listened and asked good questions.
2. Asked very thoughtful questions and really answered my questions well.
3. Most enthusiastic and didn’t make it feel like there was a power difference between him and me.
4. Most willing to show me things like what they do in Tableau.
5. Just fun to talk to.
6. Really easy going and easy to talk to.
7. They stood out above the rest for their openness while discussing their roles and the company culture at their respective teams. They came across as completely genuine, giving me their unfiltered opinions on their workplace instead of telling me any kind of pitch.
8. Made me feel instantly comfortable during both conversations I had.
9. Super genuine and friendly; They were not intimidating at all and very helpful in explaining their role and answering my questions.
10. Very easy to talk to and did a great job answering any questions I had. I very much enjoyed talking and felt at ease and was disappointed when our time was up.
11. Asked unique and challenging questions that kept me on my toes.
12. Was genuine and kind while also getting down to business without any unnecessary conversation.
13. Very personable and made a hectic time feel relaxed, calm and helpful. Made the conversation feel mutually beneficial which was great. Super informative and helpful.
14. We had a really great conversation about just life. We shared a lot of similarities; was informational, and I got to walk through my resume.
15. Took an interest in me beyond my job qualifications and wanted to get to know me better on a personal level. They made me feel like they wanted to speak with me and told me I could reach out any time in the future.
16. Asked great questions and directed good conversation! Awesome at engaging and made me feel really comfortable.
17. I was able to see how well they enjoyed not only working in their field but with each other too. I also felt relaxed in the interview and it was one of the ones that I actually had fun being interviewed.
18. They were the two most enthusiastic people I talked to. I made really good connections with both of them. They also were very interested in making it clear that if I were hired that they would invest in my career to the fullest extent.
19. Was very specific and had the 30 min interview laid out in sections of what to accomplish. I got to do a mock phone sale and a 45sec pitch.
20. Genuine and engaging during our talk.
21. Very open to answer any and all questions and truly share passion for the job and role as a manger. Provided an open and transparent look at goals for those new to the organization and what managers seek to get out of them.
22. They made the conversations really smooth and easy and showed a genuine interest in me.
23. Was very open and had great energy. Seemed very invested in our interview and even joked around a little bit. Overall a great interview and I was incredibly impressed with the organization.
24. They gave great insights on what their companies did and gave in-depth analysis of the field of analytics, especially CRM and BI. Also, they made the effort to personally connect with me.
25. Asked challenging questions and, in the interview, pushed me to do better. Charismatic and has good leadership.
26. It felt like they were actually interested in getting to know me.
27. They had amazing humor and personality and seemed really interested in talking to me! They acknowledge all of what I said and asked follow-up questions accordingly. They made the speed dating a lot of fun because it may have been an interview, but it seemed more like catching up with an old friend!
28. Seemed very interested throughout our entire call and even asked for a second interview to better our connection in order to be a future reference for myself.
29. Discussed the many ways they took care of employees during the ongoing pandemic, both with their mental health and with their paychecks. Detailed how the team handles the social issues that have become as prevalent as ever in recent times.
30. Open, friendly, and honest. Made me feel more comfortable.
31. Extremely genuine and excited to hear about why I want to get into sports. They asked very good questions and went into detail when answering questions that I asked about their organizations. Both came across as wanting to help me in my journey in any way they could.
32. Very interested in me and my future goals, very engaging.
33. Super high energy and gave me an awesome description of time with the team. Super helpful and seemed genuinely interested in my career growth.
34. Asked questions about my personality and we were able to chat and have a great conversation!
35. Gave me a whole lot of advice on how I could answer interview questions better. Offered to connect me with other people within the organization, which was awesome.
36. Truly took the time to know me and understand what I was looking for in a future job opportunity.
37. Very encouraging.
38. Let us know that no matter what happens they were here to help us. Even if that means we go for a decision and it does not include their organization. That is admirable.
39. Took the time to know me knowing that I am only a sophomore yet was intrigued when looking at my LinkedIn profile. So kind and just wanting to help.
40. Extremely kind, was prepared with knowledge about me, insightful answers to my questions, willing to help, relatable.
41. Very interested in what I had to say and gave me great advice.
42. Very kind and helpful.
43. Gave great advice, flowing conversation, tremendous insight into job and analytics in sports. Willing to help.
44. Seemed very genuine in wanting to get to know us. Gave me some valuable advice and perspective.
45. We had a fantastic conversation about the importance of mental health in the workplace (and in general) and the emphasis put on it.
24 Areas of Improvement
1. Really didn’t have much of an interview experience. It was too casual.
2. Questions were very vanilla. Couldn’t get a good read off them.
3. Didn’t really seem like they wanted to be there.
4. Wasn’t easy to talk to.
5. I sort of felt like I had to lead the conversation, where with the other recruiters, they were the ones guiding it.
6. Seemed not to take our 10-minute call seriously. Never made eye contact and was constantly looking around the room. Gave cookie-cutter monologue and nothing more.
7. Asked very structured concrete questions. I heard from others that they kept people over time and shorted others. Didn’t appear open.
8. Informational but it was very cold. It wasn’t a natural conversation like the rest of my 10 min talks.
9. Rapid fire questions, less conversational interview (granted, we only had 10 minutes).
10. Asked a lot of questions that didn’t pertain to anything important and also not related to S3 or internships.
11. Did not feel a connection with the organization or interviewer specifically. Nothing against, is a great person. I just did not find myself enjoying the interview or the chemistry.
12. A stand-in for my interview didn’t seem too ecstatic to be there. Seemed very dry.
13. Not very engaging and didn’t show a lot of emotion.
14. Had one short interview where I was asked very off-topic and slightly offensive questions.
15. I was confused on the style of the interview. Seemed harsh.
16. Seemed very distracted; like the focus was elsewhere from the start. It threw me off a little bit and it felt like we never really got into the interview at all.
17. Didn’t have a lot of emotion and didn’t seem that interested in talking to me. It felt like more they were just doing this to put a check mark on their calendar.
18. Felt more like an actual interview and less of a conversation. It was intense, which is fine, but I enjoyed some other conversations more since they were more chilled.
19. Conversation was not engaging and was not very interested in me or what I was saying.
20. Didn’t really seem very interested in being at the event. Wasn’t super open about time with organization, which made the interview pretty difficult to stay engaged with.
21. Not all that open to talking much about the organization and the conversation was hard to get through.
22. Impersonal and mechanical conversation. Improved in the second round of interviews but felt like they were checking boxes rather than trying to make a connection or be a resource.
23. Typing the entire time.
24. It was so awkward; I was given short answers to questions that I asked.
S3 Alumni + Business Professionals: Would you like to be involved in S3 this coming school year? Dr. Lane Wakefield invites you to let us know how! Click here.
With co-founder of the S3 program, Dr. Darryl Lehnus, retiring close of Fall 2020, Baylor University’s Hankamer School of Business is bringing in Dr. Lane Wakefield (Baylor MS ’11) as the incoming Director of the Center for Sports Strategy and Sales (S3). Lane followed in his father, Dr. Kirk Wakefield’s footsteps to create a program patterned after S3 at Mercer University after completing his PhD at Texas A&M in 2016. After a national search, Lane was selected as the incoming S3 Director.
At Mercer University (Macon, GA), Lane helped build their Sports Marketing & Analytics program and launched the National Collegiate Sports Sales Championship. He has published research in prestigious marketing journals, including the Journal of Service Research and Journal of Interactive Marketing, as well as upcoming articles in the Journal of Advertising and Journal of Advertising Research. At Mercer, Lane worked closely with the professional sports teams in Atlanta and throughout the Southeast, as well as with companies and agencies, to educate, train and place students.
With two Dr. W’s in the Center for Sports Strategy & Sales in the Marketing Department, Kirk will continue as the Executive Director, while Lane is the Program Director. As Marketing Department faculty members, both report to the Department Chair, Dr. Chris Pullig, and together will continue the innovative efforts initiated by Dr. Lehnus and the senior Dr. Wakefield. As Lane noted,
“We have always worked well together. Not only through childhood, but even the last few years on research papers. The potential synergy is exciting. It usually takes years to get to know your colleagues, to develop trust and an understanding of each other’s strengths and weaknesses—we’ve got that in spades,” Lane said.
Lane added how it will be an honor to follow the leadership modeled by Dr. Lehnus,
“There should be another version of ESPN’s 30 for 30 documentary ‘Doc and Darryl’ to share what Baylor S3’s Dr.’s Kirk and Darryl accomplished. Most everyone in the sports business world knows and respects S3. A key reason is the Center’s mission to instill integrity. Darryl shared with me how central integrity is to his S3 courses and relationship-building with students. It’s an honor to have the opportunity to build on what he’s done through the Values-Based Leadership course and how the two together established integrity as a hallmark of the program.”
S3 Zoom Class Reunions with Dr. Lehnus
As Professor Lehnus enters his final semester at Baylor this fall, we schedule S3 Class Reunions on Zoom to chat with Dr. Lehnus, each other, and we’ll save a little time to meet the old and new Dr. W’s.
Each meeting will start at 5pm, Thursdays, as follows, with designated class captains helping us get everyone Zoomed in. Click here to register. You’ll need the Eventbrite (free) ticket to access.
September 10 | Classes 2006-2007 | Todd Pollock + Brian George
September 17 | Classes 2008-2009 | Mike Vogelaar + Lauren Ward
September 24 | Classes 2010-2011 | Chase Jolesch + Evin Martinez
October 1 | Classes 2012-2013 | Michael Hurley + Sarah Proctor
The new Center for Sports Strategy & Sales (S3) on the second floor of the business school offers great opportunities to engage with students on a daily basis. With three offices and visiting area, we can readily welcome students, guests, and families. Come by to visit us anytime!
S3 Free Fridays
To take advantage of our location we are launching #S3FreeFridays. We invite teams, corporations and agencies to promote themselves to Baylor students by providing branded items (caps, shirts, etc.) and/or a prize (signed jerseys, 2-4 tickets, a cruise to the Bahamas 😊) to distribute to office visitors on a Friday devoted to the organization. Click here to request a week!
For the team, corporation or agency, we will (a) run your PPT or videos on our office and classroom video board (located in main hallway on the first floor of the business school) all week, (b) collect the names of students interested in interviewing for internships or careers, and (c) facilitate recruitment via phone, video conference and in-person on our S3 recruitment days in January & February (see below).
S3 Save the Dates
Are you interested in recruiting S3 Sales or S3 Analytics students? Mark your calendars for:
1. S3 Analytics Careers Conference on Thursday/Friday on January 31 and February 1, 2020.
2. S3 Sales Careers Conference on Thursday/Friday on February 13-14, 2020.
We will host S3 alumni and guests for meals, conference sessions, and recruitment spaces to interview juniors for internships and seniors for careers. Premier Sales partners are welcome to schedule days in the fall to coincide with S3 Free Fridays to conduct virtual or in-person interviews.
Corporations and agencies associated with S3 can select which conference best suits their interests and attend one or both. As Kelly Roddy shared, demand for talent in analytics continues to rapidly grow for brands and agencies. At the same time, S3 has always produced graduates that excel in sponsorship activation, selling and measurement. Those with that interest may choose to attend the S3 Sales Careers Conference where others in partnership sales & activation will attend.
S3 & BU Athletics Official Partnership
The brainchild of Ryan Eklund, in a one-of-a-kind groundbreaking agreement, the Baylor Athletic Department is partnering with the Center for Sports Strategy & Sales (S3) to place S3 sales and S3 analytics students into paid positions working on the business side of the Athletics Department. Thanks to the vision of Jeramiah Dickey, Jovan Overshown and Cody Gougler, the top students in S3 Sales and S3 Analytics will have the opportunity to gain two years of work experience in Baylor Athletics in one or more of the following roles:
Analytics: CRM Campaign Management, CRM Campaign Analytics, Direct Marketing, Website/Google Analytics, Digital Applications/Yinzcam, and Data Engineer.
Sales: Season memberships, ticket plans, group sales (Fan Engagement), and sponsorship sales (Baylor Bear Sports Properties)
Are you a leader? Does your organization develop strong leaders?
S3 Leadership Partners are committed to improving the industry through education and talent development. Financial support goes directly to place S3 students into paid sales & analytics positions in the Baylor University Athletic Department. Leadership Partners receive preferential treatment with prominent displays in the S3 classroom, S3 office suite, S3 materials, S3 website, and first crack at recruiting and event registration.
Let us know if your organization would like to join the Dallas Cowboys, Houston Texans, Texas Rangers, Baylor Athletics, Phillips 66 and Eventellect in this prestigious circle of S3 Leadership Partners.
In addition, our S3 Premier Sales Partners offer qualified S3 Sales graduates entry level positions as account executives with compensation and benefits competitive with other corporate professional sales positions. Read more about these partners here.
S3 Director Search
As we chart the future for the S3 program, we seek an innovative faculty member to come alongside and shepherd the students in the S3 program to continue the legacy Dr. Darryl Lehnus has set for us. Dr. Lehnus is officially retiring in December of 2020, but will always remain connected through our S3 Alumni Network and Friends. We look for someone similarly like minded dedicated to following Christ in service to others, with experience and motivation to continue the growth of the S3 program. Please help us spread the word! A Masters is required and a PhD is preferred. The full job announcement and application is located here. Initial interviews begin in August 2019 at the AMA National Meetings in Chicago and can also be arranged via video conference.
When the S3 program launched in 2004 we were—and are—the only academic program in a business school devoted to developing talent aimed specifically at generating revenue in the business of sports. After placing more than 270 professionals in sales and analytics positions we see even greater demand for Baylor S3 graduates. Notable S3 alumni in management and executive positions at scores of professional teams, corporations, and agencies now mentor, train, hire, and advise students right alongside us, as do many outstanding professionals from coast-to-coast.
As we look forward to the next 15 years we must set the stage for success for those who follow. Much has changed in the past 15 years. Think about it. After the first graduating class of S3 majors in 2006, the iPhone was introduced in 2007. This mobile revolution transformed how fans search, buy and go to the game. Augmented and virtual reality are changing how fans engage with our experiences and sponsors. Venues are beginning to use facial recognition as admission.
With the onslaught of data and digital selling, properties and brands recruit and pay for the talent to manage and analyze data to more effectively and efficiently reach fans where they are—which is mostly (online) on their phones, tablets or desktops. The most productive organizations invest heavily in technology capabilities (in-house and/or outsourced) to enable the salesforce to connect and engage with fans in ways we couldn’t even imagine even 10 years ago.
Our position has always been at the forefront leading the way into the future. In keeping with our WINS values, we need more hard-working, integrated, relationship-driven, spirited people to join us.
The advantage and disadvantage of the S3 major in the Hankamer School of Business has been its exclusivity. The most successful students consciously committed to a career in the business of sports no matter what the costs. That is still the case. As a side note—conscientious commitment to excelling in your craft, to your career, is still the price to be paid for success no matter the business. Companies still buy from people who know where they are going.
At the same time, S3 missed potential sales superstars. Great salespeople love to keep options open. Not wanting to be constrained to sports, they didn’t take the chance to be sold themselves. The Vice President of Sales at the San Antonio Spurs, along with many executives at other teams, often say, “Hey, just let me have a chance to talk to them!”
S3 missed out on problem-solvers keen to manage and analyze data to answer big questions businesses have in a digital-first marketing world. Marketing majors with a double-major with MIS, Accounting or Finance took their talents elsewhere. The Wide World of Sports has been slow to get up to speed. But, like every company today, they now demand more highly skilled analytically-minded graduates to close the gap.
Opening the Doors
S3 majors have always been well-rounded. Salespeople understand analytics and analysts understand sales. All understand the importance of living lives of integrity. Having integrity means having the courage to face the demands of reality. The reality is sales-oriented students thrive in the sales courses. Analytic types want the freedom to build out technical and quantitative skills.
Recognizing these realities, and the realities of marketplace demands and opportunities, the S3 program has moved to open courses to all Marketing majors. Students may choose an emphasis in S3 Sales (MKT 3310 and 4341) or S3 Analytics (MKT 4342 and 4360), plus an internship, for a total of 9 hours. They can still take all S3 courses (15 hours) if they use additional upper-level business electives. All S3 students selecting one of the two areas of emphasis will complete an internship in sales or analytics in the summer after the junior year. Read more here.
Our stock & trade has always been internships at the highest levels of professional sports, as well as associated brands and agencies. As Colin Faulkner, Senior Vice President of the Chicago Cubs, famously said in our first S3 promotional video, “In sports, to get a job you need experience. But to get experience you need a job.” Internships provide the job that provides the experience that gets you started in your career in sports.
We will continue placing students in internships for those that declare an S3 emphasis and take the sales or the analytics courses in succession during the junior year. Others may take the courses and interview for internships and positions as available, with priority going to declared S3 program students.
Graduates in the 2021 class and beyond may submit their declarations as S3 program members by completing this form.
The S3 Club
Further priority for internships and positions is given to those active in the S3 Club. The S3 Club will continue under S3 faculty advisement but will be wholly and completely run by students, supported by an S3 Alumni Advisory Group. The objectives of the club will continue to be to network with sports business executives and to learn more about relevant careers.
The End Goal
With the end in mind, our vision continues to be to instill integrity in the business of sports & entertainment. What’s changed? Nothing, except we want more students to catch the vision, to consider the opportunities, and to join us! We’ve removed every obstacle to keep superstars from exploring business careers in sports. Want to talk some more?