In a groundbreaking initiative, The Coca-Cola Company partnered with Boys & Girls Clubs of America to offer teens an immersive sports marketing experience at the 2024 NCAA Women’s Final Four. This unique program allowed teens from the East Tech Teen Center in Northeast Ohio to explore diverse careers in the sports industry, culminating in seeing their own in-game entertainment idea come to life during the championship practice.
The Power of Virtual Learning and Real-World Insight Over 200 Club teens from Cleveland participated in a virtual learning session led by Boys & Girls Club alumna and former pro basketball star, Swin Cash. The session featured insights from Coca-Cola’s sports marketing team, the NCAA, and the Greater Cleveland Sports Commission, detailing the intricate planning, marketing strategies, and logistics behind hosting the NCAA Women’s Final Four.
Teens gained valuable insights into:
- Event planning complexities
- Local economic impact of major sports events
- Diverse roles in event orchestration
- In-game entertainment dynamics
From Concept to Reality: Teens as In-Game Entertainment Creators The program’s highlight was teens actively crafting their own in-game entertainment vision. As Katie Postich, Director of Sports Marketing at Coca-Cola, shared, “I grew up playing sports… I really enjoyed the idea of being behind the scenes…impacting the fans’ experience during the game.”
By mid-March, teens were pitching their in-game entertainment concepts to NCAA judges. The winning team’s idea was brought to life during the Super Saturday practice, witnessed by over 10,000 fans. This hands-on experience fostered teamwork, communication, and critical thinking skills.
A Nationwide Impact: Phoenix and Beyond In Phoenix, during the Men’s Final Four, Swire Coca-Cola Bottling and the Phoenix Suns hosted a Sprite “Buckets and Beats” event at the Boys & Girls Clubs of the Valley’s I.G. Homes branch. This event introduced teens to sports careers, facilitated a meeting with Suns shooting guard Josh Okogie, and resulted in a generous $30,000 donation to support life and workforce readiness programs.
Opening Doors Beyond the Game The Coca-Cola Company’s partnership with Boys & Girls Clubs of America during the NCAA Final Fours transcends basketball. It’s about opportunity, exploration, and empowering young people to discover the vast possibilities beyond the court, opening doors to new opportunities and unlocking the potential within every young person.
via: Boys & Girls Club
