The Story

My role with Oregon IMG Sports Marketing immersed me in the energy of collegiate athletics at one of the top sports programs in the country. I supported sponsorship activations across major University of Oregon sporting events, helping bring partner brands to life on game day. Working behind the scenes at football, basketball, and other high-traffic events gave me a front-row look at how sponsorships connect brands with real people — not theoretically, but in the movement and emotion of live sports.

There’s a specific kind of magic at these events. Fans arrive already open, excited, and connected. They’re not just spectators — they’re part of a shared moment. Seeing the strategy, coordination, and creativity needed to meet fans in that emotional space helped me understand how memorable brand experiences are built, and how much detail goes into making those moments feel effortless. It also made me fall in love with the idea that marketing, at its best, is about creating experiences people feel, not just things they see.

What I Did

I supported sponsorship activations from setup to execution. I prepared activation booths, distributed promotional materials, and engaged fans with a playful, welcoming energy that encouraged participation and boosted sponsor visibility.

I learned quickly that the best activations don’t just hand out items — they create a moment. One example was a giveaway for a sponsor that produced branded Oregon cowboy hats. Fans lit up when they put them on, and the hats instantly showed up in social media posts, extending the sponsor’s reach far beyond the stadium. It taught me how a simple physical item becomes a piece of fan identity when aligned with the atmosphere, culture, and emotion of the event.

Another activation featured a sweepstakes offering a sideline pass to an upcoming football game. Fans entered by providing their email, giving the sponsor a direct channel to nurture those relationships and convert them into customers. It was a perfect blend of on-site excitement and long-term strategy — and it showed me how experiential marketing and digital marketing can work hand-in-hand when done intentionally.

I also created end-of-season recap presentations that included key metrics, activation photos, proof-of-signage documentation, and on-site data. These reports helped sponsors clearly see their ROI and understand the specific value they generated throughout the season.

Behind the scenes, I coordinated with athletic department staff, collaborated with our sponsorship team, and assisted with hospitality operations for visiting partners — ensuring their experience felt smooth, valued, and taken care of from arrival to departure.

Working these events didn’t just teach me logistics — it taught me to think in terms of experiences, not assets. That mindset continues to shape how I approach marketing, storytelling, and creative strategy today.

How I Approached It

I treated each activation as a chance to create a standout experience for both sponsors and fans. That meant being highly attentive to real, human interactions and creative in how I connected the dots between a sponsor’s message and what fans actually enjoy.

For example, after setting up a sponsor booth featuring a football-throwing challenge with branded Duck bobbleheads as prizes, I noticed the line was moving slowly and the sponsor’s message was getting lost. I suggested adding a quick “bonus throw” round for younger fans and tying the moment to a simple, memorable story about the brand — highlighting their value of making experiences fun and accessible for everyone. That small shift made the booth more engaging, sped up participation, and gave the sponsor a clearer moment of visibility.

Experiences like this taught me to see sponsorship not just as fulfilling obligations, but as creative problem-solving. I learned how to read the energy of the crowd, notice opportunities others might miss, and make small adjustments that turned routine activations into meaningful moments.

In the end, my approach was simple: create experiences people remember — because memorable experiences naturally turn into meaningful brand connections.

Results / Impact

• Increased fan participation at sponsor booths through approachable, playful engagement

• Boosted brand visibility through implementation of activations and giveaways

• Delivered polished recap presentation that helped sponsors evaluate ROI and plan future activations

Skills Demonstrated

• Sponsorship activation & brand engagement

• Brand awareness & fan-experience strategy

• Event operations & live game-day support

• Presentation development & recap reporting

• Cross-functional coordination