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It happens for only seven weeks of the 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. Students also 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 NHL team as 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 Director of the Leeds Office of Career Development [/box]

“I teach students how to navigate within the complex sports industry. Then, we can strengthen applications and resumes, focus on networking and build their acumen to prepare them for seeking applicable jobs, interviewing, and then, hopefully, landing those jobs,” said Baumgarten.

Students often discover new career paths through BOS. “I frequently have found that students will come in with an idea of what they want to do in sports, and then their eyes will be opened into avenues they didn’t even know existed. It can really shake things up for them in a positive way,” she said. 

“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,” she added.

More than 100 students applied for the current program’s 50 slots, noted Charlotte Cousins, a Leeds finance major and BOS alumna who is serving as a teaching assistant for the 2024 program. The participant mix varies each year; it typically includes 25 juniors, 20 seniors and five recent graduates, including non-CU students.

BOS students must fulfill a three-credit Maymester prerequisite course taught by Micah McGee, a teaching assistant professor of Organizational Leadership and Information Analytics at Leeds. He prepares students with debate and research skills they can carry into their consulting projects and presentations. McGee also serves as one of the research advisors for BOS.

Students attend the program from 9 a.m. to 4 p.m. in June and July, with the day split between classroom learning and their consulting projects. Baumgarten has students choose from among 10 projects without at first knowing which team is involved. That way they detach from a fan mentality and focus on the scope of the project. A current project example involves identifying new partnership categories for an MLB team. Baumgarten explained, “Typically all sports teams have car, liquor, beer, insurance and bank partners. For this project, students are exploring what new categories the team can develop partnerships with, identifying companies and brands within those sectors that would be a good marriage for the team.”

A network for life

BOS alumni have found careers across the sports industry, from communications roles with the Los Angeles Chargers to business intelligence with the Nashville Predators and marketing for the Tampa Bay Buccaneers.

Alumni maintain strong connections with the program, voluntarily returning to conduct interviews with applicants and to support current students.

“I work really hard to make this feel like a family,” said Baumgarten. That dedication underscores the program’s impact. She fondly recalls one alumna remarking, “I never thought three letters would mean so much to me."

What 2024 BOS Students Say