College of Physical Activity and Sport Sciences graduate students have been immersed in a unique sports marketing experience as interns for the West Virginia Black Bears, a minor league baseball team.
A collaboration between Rich Baseball Operations and the WVU graduate sports management students began in September 2014. Rich Baseball Operations approached CPASS professor Dr. Dallas Branch to partner with his sports marketing class to execute a “Name the Team” fan contest.
Kristen Furlong, of Baltimore, Md., Andrew DiPietrantonio of Beaver, Pa., Manuel Garcia-Oronoz of Mayaguez, Puerto Rico, and Brett Ervin of Clarksburg, directed the contest to name Morgantown’s new professional baseball team, a Class A affiliate of the Pittsburgh Pirates.
The fans’ response to the “Name the Team” contest was overwhelming, especially considering the short time frame to oversee the project. CPASS students had only a month and a half to generate exposure for the team. During that time, the group received 2,500 suggestions. More than 10,000 participants voted on the top 10 names.
“The server actually shut down from the huge response,” DiPietrantonio explained. “People have been very receptive of the Black Bear name and the logo, which has been rated a 9.1 out of 10.”
The students provided direct input in the naming process and received valuable experience in generating radio and newspaper coverage. They also gained the opportunity to network with coaches and county commissioners.
“It is great opportunity for students to get their foot in the door of the business side of professional baseball and the experience they gain is very valuable,” said Ernie Galusky, the Black Bears assistant general manager. “Almost every single paid position in professional baseball is filled with someone who interned in a similar situation while they were in college.”
Galusky believes the internship experience is a win-win situation, with the Black Bears receiving valuable assistance while students learned marketing and business essentials of running a professional team.
“I truly enjoy being involved in the startup of this team and can’t wait to see what this first season will bring,” said Furlong. “There are not many people that get to be involved in the making and branding of a new team so I am grateful to be a part of it and believe the experience will help when I begin to look for a career.”
Working with a team from its inception was a uniquely beneficial experience for these graduate students. “It was a great opportunity to see things start from the ground up, and we got to grow with the Black Bears,” DiPietrantonio said.
For Garcia-Oronoz, the internship confirmed his desire to become involved with sport marketing in the future. “Working with the Black Bears really helped me understand the entire process,” he added.
Branch agrees that the students are enjoying a unique experience. “No other students in the country have a chance like this to execute a naming process; it is really special.”
Next up for the Black Bears is preparation for the fast-approaching season. Seats were recently installed in the stadium, and season tickets and team merchandise are now on sale. CPASSstudents will continue to work with the team until May; the season opener is June 19.
You can keep up with the team on Twitter (@WVBlackBears) orhttps://www.facebook.com/WVBlackBears. Information on season tickets and packages is available at http://WestVirginiaBlackBears.com.