Good Sports: How the Business of Sports Program Leads to Fulfilling Careers
Ithappensfor only seven weeks ofthe summer, but the results are often lifelong: A cohort of students comes to campus to complete the Business of Sports (BOS) Program, an experience that regularly leads to the jobs of their dreams.
Retired NFL player Nick Ferguson kicked off the 2024 program, instilling in the students that it only takes one person to change your life and getting them excited for the opportunities ahead. Studentsalso heard from NFL quarterback Baker Mayfield’s agent, Jack Mills, a recipient of the Eugene E. Parker Memorial Award for a lifetime of achievement.
Another 2024 presenter was JJ Zykan, who graduated from CU in 2021 with a BA in strategic communications and a double minor in business analytics and sports media. She completed the BOS Program in 2020 and credits the experience for solidifying her desire to work in sports, leading to her career with the Colorado Avalanche NHLteamas a social media strategist. Her success includes growing the Avalanche’s social media following by 300,000 and creating popular content such as the team mascot’s “Bernie’s Summer of Fun” series.
Students actively engaged with Zykan in the classroom. Cory London wondered about how she handles fans and the occasional toxic users across all platforms, including Facebook, Instagram, X and YouTube. Kamran Ali asked about balancing personal and professional social media accounts, especially during game season. Sophia O’Dell inquired about collaboration with graphic designers. Sammie Amantas was curious about whether light-hearted content, rather than more serious posts, garnered better results.
Zykan shared practical advice on everything from following trends to work-life balance, to crafting dozens of posts in real-time on game day, prioritizing strategic content and striking the appropriate tone. “We are a sports team first and foremost. These players are professional athletes,” emphasized Zykan.
A comprehensive, real-world focus
Jessica Baumgarten has captained the BOS team since its inception in 2010, growing the program extensively and morphing it into what it is today. She has served as the program director since 2013 and is also an assistant director of the career development office at Leeds. She focuses on building a strong community, which she calls the “BOS family.”
Recognizing CU's prime location in a sports hub, BOS originated with an advisory board that worked with industry leaders to shape a practical, real-world curriculum. Baumgarten has evolved the program in keeping with the industry. She pointed to e-sports as an example of a topic covered during the peak of its popularity. Current topics include a comprehensive overview of sports analytics, facility management, finance, law, marketing, sponsorship, ticket sales and social media marketing. This year’s cohort visited Empower Field, learning about various roles and operations within sports organizations.
“Students get everything,” said Baumgarten.
“The relationship building with the students and helping them achieve their professional dreams is my favorite part of the job. We stay connected for years.”
Jessica Baumgarten, Program Director of Business of Sports and Assistant Dir