The eight-month Loyalist College Sports and Entertainment Sales and Marketing post-graduate program is intense, challenging and exciting. The first semester prepares students with an in-depth understanding of marketing and media objectives. Sales and marketing strategies and tactics are then polished through role-playing exercises. The second semester is an internship, which allows students to put their finely-tuned skills into action.
This year, the students’ internships have included: the Peterborough Petes (OHL), Guelph Storm (OHL), the Scotties Tournament of Hearts, and Maple Leaf Sports and Entertainment. Internships are arranged with organizations in the sports or entertainment field – either independently by the students or with faculty guidance. Second semester is a golden opportunity when work contacts are made and potential employers see first-hand what the students bring to the organization.
“In September, I told Kim Grimes, our program co-ordinator, that I wanted her black book of sports contacts,” said student Candice-Rose Gagnon. “With her connections, skills and guidance I have developed my own black book and have learned how to strengthen my support network within the industry.”
Having a passion for curling from an early age, Candice-Rose chose to do her internship with the Scotties Tournament of Hearts, the Canadian Women’s Curling Championship, in Kingston recently.
“My internship gave me the opportunity to participate with the team on so many levels, it was phenomenal,” Candice-Rose explained. “I did everything from selling corporate and group packages to being involved with the tournament planning process, to organizing and being the liaison between the event office and the volunteers. I took photos during the tournament and had the fun of dressing up as the Scotties mascot.”
“This program makes it possible for me to combine my love of sports with my love of business, marketing and sales. My faculty brings real-world experience to the classroom, providing insight that will give us a positive edge when we graduate.”
The program highlight for Andrew Peacock was when he was selected for a highly coveted internship with Maple Leaf Sports and Entertainment.
“My goal is to become an agent or manager for athletes and the program is helping me develop skills specific to this field. I’m learning to be a serious revenue generator – every employer’s dream. This internship experience will bring my résumé to the top when I graduate.”
Potential employers are also excited. “This program is exactly what member teams in the Ontario Hockey League need when looking for interns and new employees,” said Aaron Garfat, Assistant General Manager, Peterborough Petes Hockey Club. “It provides teams with a direct route to students and graduates when looking to fill these positions. The Peterborough Petes will definitely be taking advantage of this one-of-a-kind program and its graduates.”