Four sport management students advanced to the final round of the Sport Marketing Association Case Study Competition, applying classroom knowledge and professional experience to develop merchandise strategies for the Washington Commanders.
How can an NFL franchise use merchandise to connect with a new generation of fans while strengthening its identity and traditions?
That was the challenge facing 20 university teams at the 2026 , held Oct. 28-30 during the association’s annual conference in Baltimore. Students were tasked with developing innovative merchandise and marketing strategies to engage Washington Commanders fans ages 13 to 27.
A four-member team from 鶹Ƶ’s Department of Sport Management rose to the occasion, advancing to the competition’s final round and earning a place among the nation’s top four teams.
Representing 鶹Ƶ were , Jack Griffin ’27, and , who competed against finalist teams from Simpson College, Syracuse University and the University of North Carolina at Chapel Hill.
The case study required teams to analyze consumer preferences and emerging merchandise trends, identify target audiences, develop original product collections, establish pricing strategies, and create digital marketing campaigns.
鶹Ƶ’s presentation centered on six merchandise concepts designed to celebrate the franchise’s traditions, strengthen regional pride, and foster a sense of community among supporters.
Among the team’s proposals was “The 1932,” a customizable work jacket featuring commemorative patches as part of a proposed collaboration with Carhartt. Another concept, “Dawg Tag,” envisioned collectible military-style dog tags engraved with game records and available exclusively at the stadium following Commanders victories.
The students also developed “Major Tuddy’s Military Hat,” a novelty item inspired by the Green Bay Packers’ recognizable Cheesehead tradition, and “The Take the W Flag,” a victory flag designed to build fan pride. Additional concepts included “Take Command Bands,” wristbands intended to connect younger supporters, and the “Triple Star Jersey,” a special-edition design celebrating the shared identity of fans across Washington, D.C., Maryland and Virginia.
Using Adobe Photoshop, Canva and ChatGPT, the students created professional-quality merchandise mockups to support their data-driven marketing recommendations and pricing strategies.
Associate Professor of Sport Management Young Do Kim, who accompanied the team to Baltimore, said the students’ previous industry experiences helped shape their approach to the competition.
“The team members’ sport industry internship experiences played a critical role in their success,” Kim said. “Through their professional experiences, the students developed practical knowledge of sport marketing, strategic communications, fan engagement, event operations, and current merchandise trends. They applied these insights to develop creative merchandise concepts and evidence-based marketing strategies for the Commanders.”
The students brought experience from professional sports organizations, marketing agencies and major sporting events.
Cook previously interned with Portland Hearts of Pine, a professional soccer club in Maine, and the Atlantic Coast Conference, while Griffin gained experience with the Hurricane Junior Golf Tour and Carolina Core FC. Selikoff completed an internship with JONESWORKS, a marketing and management agency, and Smith worked with the American Cornhole Association and at Mercedes-Benz Stadium during the 2026 FIFA World Cup.
Beyond the competition, the students connected with 鶹Ƶ alumni working for professional sports organizations in Baltimore. The team met with Gabrielle Chambers ’22, client services coordinator for the Baltimore Ravens; Ryan Harper ’25, a Baltimore Ravens retail supervisor for Fanatics; and Nick Ullian ’23, senior coordinator of game presentation for the Baltimore Orioles.
The students also toured M&T Bank Stadium, home of the Ravens, and attended a panel discussion featuring Orioles front office executives and staff at Oriole Park at Camden Yards.
