At second annual Business of Sports Summit, students gain insights and build networks

On Jan. 24, the second annual Business of Sports Summit brought together 130 students and sports business professionals for a day of industry insights and networking. The event was hosted by the Sports Business Management program at the Broad College of Business and the Future Leaders in Sports Entertainment student organization at Michigan State University. BOSS featured two keynote speakers, panel discussions, a professional development lunch and a networking mixer.

Such a high-impact event is made possible through strategic partnerships. Ally Financial, a presenting partner of BOSS, has been a leader in supporting women’s sports. This year, Ally’s collaboration with BOSS aimed to encourage students to boldly pave their own paths. The partnership highlights the company’s commitment to evolving the industry and their “Do It Right” motto, spearheaded by Andrea Brimmer (B.A. Advertising ’87), chief marketing officer at Ally.

Brimmer’s leadership and advocacy for equity in sports media set the stage for BOSS’s opening fireside chat, where she joined former United States women’s national soccer team goalkeeper Ashlyn Harris — now a creative consultant and producer in film and sports agencies — to discuss culture and the rise of women’s sports.

Harris and Brimmer talked through their journeys and how they acted as key players in uplifting women’s sports to create a national cultural shift. They urged students to embrace uncertainty and take risks.

“Take the opportunity to do the hard things in life. Take the squiggly paths. Don’t be afraid to take a lateral move. Don’t be afraid to have a voice and use it. Those are the things that are going to differentiate you. Don’t be afraid to take risks,” Brimmer said.

The pair highlighted emerging opportunities for sports business professionals within women’s sports, encouraging students to take advantage of this.

“You have so many opportunities that didn’t exist five years ago, so really widen and broaden the aperture of what you’re thinking about,” Brimmer said. “There are all kinds of new things opening up.”

Harris encouraged students to embrace their individuality and trust their instincts. She emphasized the importance of showing up authentically, learning from mistakes and viewing failures as valuable lessons. Reflecting on her own journey, she shared how personal challenges shaped her growth, reminding students that setbacks are just as important as successes.

As champions in their own fields, Harris and Brimmer encouraged students to trust their own journeys, embrace challenges and become champions of whatever drives them — ultimately inspiring the next generation of sports business leaders to leave the game better than they found it.

Following the fireside chat, the summit continued with two rounds of panel discussions, each offering two breakout room options. Industry leaders from various sectors of the sports business landscape discussed four topics:

• Sports Digital Production and Social Media
• Sports Agents and Name, Image and Likeness (NIL)
• Official League Partnerships and Activations with NFL and B1G Network
• Advertising and Sports Marketing Partnerships with NBC Sports and Ford Motor Company

Panelists and moderators also included professionals from Fox Sports, Detroit Tigers, Fanatics, TikTok, MSU Athletics and more. They shared their expertise and echoed the sentiments of the fireside chat’s themes, acknowledging the unique paths they each took by embracing failure and following their passions. Students asked insightful questions about business strategies and career advice to understand industry trends and the keys to success.

The seven-hour learning hub continued during lunch with a professional development session in partnership with Fox Sports and Entertainment. This session was led by Jen Durda (B.A. Marketing ’01), vice president of advertising sales at Fox Sports and an SBM adviser.

Durda shared the motivation for Fox Sports’ partnership with BOSS.

“We saw a need to put something like this on because it is so difficult for students to navigate the industry and learn how to network and pursue a career in such a competitive landscape,” she said. “At Fox, we are willing to invest in the future of our company, who we see at events like this.”

Throughout the lunch, Durda shared valuable networking tips. She emphasized the importance of authenticity and building trusted allies, offering practical strategies for career navigation and meaningful connections.

After lunch, BetMGM chief marketing officer Casey Hurbis (B.A. Advertising ’93) took the stage, delivering a high-energy keynote tracing his journey to the C-suite. He wove valuable industry insights into his story, providing attendees with both inspiration and practical takeaways.

Hurbis attended last year’s inaugural summit and gladly returned to connect with students again and share his expertise.

“What I find really awesome about the BOSS event is you have freshmen all the way through seniors here, and it’s a chance for each of these students to spend all day with professionals that have been in their industries for decades,” he said. “It gives students the opportunity to build a network that will never go away.”

To conclude the day, attendees gathered in the Entrepreneurship Lab for a networking mixer. Tables were set with company name cards, allowing students to select and connect with professionals in an interactive setting.

Among the professionals were several members of the SBM advisory board, a group of industry experts who helped shape the program’s curriculum. Jason Masherah (B.A. Marketing ’99), president of the Upper Deck Company and SBM board member, takes pride in supporting SBM students through BOSS.

“BOSS is giving students who want an opportunity to work in sports a way in,” Masherah said. “If they want to get into the industry, I want to help them facilitate that, and I think the professionals here today feel the same way.”

Durda, also an active SBM advisory board member, spoke to the event’s purpose.

“The goal is connecting the dots for students — creating open lines of communication with companies like Fox, Ford Motor Company, BetMGM, NBC,” Durda said. “All the brands here today want to talk to students who are interested in pursuing these careers in sports. It’s about providing access.”

Reflecting on the importance of BOSS, Durda emphasized its mutual benefits.

“It is worth every second of being here because I learned so much from the students, just like I learned from my partners and colleagues,” she said. “We are not only helping the students but learning on our side what we are looking for as we develop future leaders in sports.”

The networking mixer gave students and professionals valuable takeaways, reinforcing the importance of mentorship and connections.

Behind the scenes, dedicated student leaders from FLISE organized BOSS, including Lili Mazawey, FLISE event chair and a communications senior; Christian Mantuano, FLISE president and advertising management senior; and Saydatou Cisse, FLISE marketing chair and advertising management junior. Their leadership and collaboration created an impactful experience.

As event chair, Mazawey coordinated all aspects of the BOSS event.

“BOSS was a major undertaking, but seeing everything come to life after months of planning made it all worth it,” she said. “Watching students engage with industry professionals, make connections and gain valuable insights reminded me exactly why this summit is so important.”

Cisse was responsible for the behind-the-scenes work with marketing materials leading up to BOSS, and she shared a similar sentiment.

“Seeing the turnout today was amazing,” she said. “This is the first time I am seeing this actually come to life.” She emphasized how rewarding it was to see the scale of the event as it was helping her peers in real time.

Mantuano highlighted the relationship-building potential of BOSS, noting that he hoped the event could build confidence among freshman and sophomore attendees. He hoped this event would help them gain perspective on where SBM could fit into their careers.

“People can walk out of this event with a new connection, a new mentor,” Mantuano said. “A relationship that can be built from this summit — you never know where that can take you. You have people that want to give back, that want to see you succeed.”

FLISE and SBM represent students with a diverse range of career interests. BOSS took this into account. The panel discussions and the variety of professionals in attendance ensured that everyone had a chance to connect with someone in their area of interest.

BOSS transformed the Minskoff Pavilion into a pop-up sports business think tank, helping students gain exposure, make connections and increase their marketability. For students looking to break into the industry, attendance at events like BOSS ensures that they gain valuable career advice, connections and industry knowledge that will shape their future in the sports business.