FOX Sports University Program Brings FOX Sports and Microsoft Together for Unique Marketing Challenge at the University of Washington
21st Century Fox Social Impact
As part of the FOX Sports University program, which gives college students across the U.S. the chance to gain hands-on experience in the sports business, FOX Sports has teamed with the Microsoft Corporation for a unique education project at the University of Washington's Foster School of Business. Upper-level marketing students will spend the semester developing new ways to use Microsoft's OneNote application to enhance the sports experience for viewers and broadcasters. The initiative is part of 21st Century Fox's broad commitment to support new education pathways and create avenues into the industry.
"Our team is thrilled to have the opportunity to support and partner with students on business and marketing challenges," said Lindsay Bayne, Senior Product Marketing Manager at Microsoft. "We plan to take the best student ideas and recommendations seriously. Students will have the opportunity to pitch to Microsoft leaders on a real-world business challenge on campus in Redmond. But even more important, the best ideas have the opportunity to shape the future innovation in the product and strategy."
Now offered at 35 schools nationwide, FOX Sports University presents college students with project challenges touching various aspects of FOX sports' businesses and partnerships. At UW, students will utilize Microsoft OneNote to streamline the preparation process for FOX Sports' roster of on-air broadcasters. Students were encouraged to also draft ideas on how technology can enhance the fan experience and drive engagement with FOX Sports media properties.
The project began in January as FOX Sports U program administrators, Microsoft in Education's marketing team, and FOX Sports' lead college football game analyst Joel Klatt gave presentations outlining the project to the students of Professor Abhishek Borah's marketing class.
"I was blown away by the attentiveness, curiosity and creativity the students showed during the opening presentations," Klatt said. "This project offers a real-world opportunity for them to potentially impact our industry in a positive way. I can't wait to see what they've come up with."
The students divided into teams to tackle the project challenge, and midway through the quarter, both Microsoft and FOX Sports representatives returned to the University of Washington to meet with each group in private to discuss their strategy, ideas and give them the opportunity to ask any questions. One member of the Microsoft marketing team, Kelly Krater, found her job through a FOX Sports University program at the University of Michigan.
"Bringing a real-world challenge like this into the classroom, where students get to interact and dive into a project with two forward-thinking brands supporting them and dedicated to making a difference in academia is our ultimate goal," said Kaitlyn Beale, Senior Manager of Strategic Partnerships at FOX Sports. "Seeing the program come full-circle, when a former FOX Sports University student graduates and lands a job with our partner Microsoft and a year later becomes involved in the program from the other side, is very rewarding to see."
