Student Combines Love for Sports and Marketing in Internship for Major League Lacrosse Team
Rebecca Lynch, a junior Marketing major in the Penn State Smeal College of Business, spent the summer getting hands-on sports marketing experience as an intern for the Boston Cannons, a men’s Major League Lacrosse team.
Lynch grew up in Massachusetts as a three-sport athlete, and in high school she gained early experience to the field of marketing as a member of DECA—an association that prepares emerging leaders and entrepreneurs in marketing, finance, hospitality, and management. After starting her marketing curriculum at Smeal, she realized that she could combine her love for sports and marketing and started seeking an internship.
“Sports marketing is an incredibly competitive field,” said Lynch, “but Smeal’s Career and Corporate Connections office was helpful in broadening my perspective of internship possibilities.”
Though her previous exposure to lacrosse was limited, she was hired to join the marketing team for the Cannons. The smaller scale of the sport—compared to sports like football and baseball—meant that her experience provided her with exposure to the whole business including digital marketing, ticket sales, and game operations.
“It was great to have the experience of working with a league that’s growing and trying to gain ground in the market,” she said.
Lynch’s responsibilities included managing social media accounts and promotions and building databases. Home games were full-day events in the field.
“It was great to have the experience of working with a league that’s growing and trying to gain ground in the market.”
“We managed the on-field contests during the games, set up sideline seats, fan zone, and VIP areas, and facilitated pre-game birthday parties,” she said.
One of the things Lynch loves most about sports marketing, she says, is the process of creating an experience.
“So much goes into the fans’ experience,” she said, “and it’s so rewarding to see fans there having a great time.”
Previously, Lynch worked with the Penn State Women’s basketball and softball teams. She will spend next semester studying abroad in Florence.
Smeal has many resources for students who want to focus on sports business. The college’s Center for Sports Business and Research helps to connect students to a wide network of alumni working in professional sports and also works to offer special sports-related programming by way of lectures and classes. Executive Director Wayne S. DeSarbo, Smeal Distinguished Professor of Marketing, leads the CSBR.