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PAST MSCG CLIENTS
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MSCG collaborated with Google Ad Services this past semester to help gain a better understanding of the ad landscape in the sports broadcasting space. We were primarily looking at the different advertising methods used across various streaming services and cable and individual differences in consumers targeted by leagues. Moreover, we looked to understand how the current college-aged demographic felt about ad frequency, dynamic ad models, and company perception.
Teeing Up Innovation: PGA TOUR Strategy Revamp
MSCG partnered with the PGA TOUR to analyze tournament pricing, offerings, and brand image, incorporating competitive, economic, and regional factors. The team proposed new pricing strategies, targeted events, and digital enhancements for website usability and social media integration. Recommendations included media mock-ups, best practices, and a content calendar to support implementation.
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MSCG partnered with Ilitch Sports + Entertainment to enhance fan engagement and drive ticket sales through targeted marketing strategies. Our goal was to better understand key consumer segments within the Detroit Tigers' fan base and identify actionable ways to personalize the fan experience. To achieve this, our team developed distinct fan personas for both the Tigers and the Red Wings based on datasets with fan demographic and behavior information that were provided to us
Recharging Pistons
Engagement with Gen Z
MSCG investigated ways for the Detroit Pistons to enhance attendance and better connect with Gen Z fans. The analysis focused on the team’s social media presence across multiple platforms to identify areas for growth. MSCG provided key recommendations centered on creative engagement strategies, program improvements, and new merchandise offerings.
The Marquee Professional Baseball League in the World
With Major League Baseball’s Venue Operations team, MSCG explored the intersection of safety, sustainability, and revenue in a post-pandemic world. The project team looked for creative solutions to the largest problems facing every professional sport franchise that have arisen with the COVID-19 pandemic. The MLB hopes to implement the reccomendations MSCG came up with as baseball returns to normal in 2021.
The Future of the Fairway, a San Diego based Start-up
Fling Golf is a new form of sport that started on the east coast and is spreading rapidly throughout the country. MSCG helped them build a grassroots marketing campaign using all the tools necessary in this digital age. From social media to a brand ambassador program to tailgating sponsors, MSCG provided several tangible recommendations that Fling Golf is going to implement immediately in their pursuit of more growth as a startup.
Baseball Reigns King
in Queens
The New York Mets tasked MSCG with drawing a specific target demographic to Citi Field: entertainment seekers. Our team used creative ideas for use of Citi Field space, current partnerships, and original ticket packages to initiate ideas for drawing entertainment seekers to Mets games. MSCG delivered an in-person presentation at Citi Field as well as a 150+ page report outlining our recommendations.
Behind the Scenes: Sport Gambling Data Crunching
MSCG researched countries for $implebet to target based on the legislative landscape, popularity of sports and sport betting, and any available data on gambling markets and the largest books in those markets. The analyst team developed recommendations in three different deliverable formats ranging from one-page research analysis to top-tier targets for $implebet to partner with.
MSCG collaborated with IBM to strengthen its presence across global sports partnerships by leveraging AI to enhance fan experiences. Our objective was to develop innovative ways to personalize engagement and position IBM as an industry leader in fan-facing technology solutions. Throughout the semester, the team conducted in-depth research on IBM’s existing capabilities, analyzed best practices in AI-driven fan engagement, developed fan personas to inform product features, and explored chances to connect data insights with storytelling.
MSCG advised SBJ on better capturing Gen Z and young professional market share. The team created a comprehensive survey about subscription preferences, familiarity, and other qualitative aspects of SBJ content. A qualtrics survey was sent out to the Michigan Sport Management Program, as well as three other college programs, which resulted in quality feedback that the team presented to SBJ.
Establishing Esports Roots in the Great Lakes
MSCG collaborated with esports company IGC to support its relocation to metro-Detroit and develop a regional presence. The project culminated in the “Immortals Invasion,” a week-long activation in Ann Arbor designed to engage students and the community through targeted events. MSCG’s efforts included focus groups to measure student interest, grassroots promotion, and strategic research for future activations across Big Ten campuses.
Professional Football's Home in South Florida
In partnership with U-M’s Sport Management 499: Strategy of Sport Organizations course, MSCG completed the market research necessary to look at different ways to engage NFL, and Dolphins, fans outside of Hard Rock Stadium. Whether it be social media, CSR, or digital platforms, media consumption is evolving for consumers and sport consumers especially. MSCG helped the Dolphins analyze the current market to adapt their practices for the future.
NASCAR's Drive to Net Zero
The Michigan Sport Consulting Group supported NASCAR's goal of achieving net zero carbon emissions by 2035, focusing on Scope 1 emissions. Through case studies and a visit to Michigan International Speedway, the team proposed solutions like hybrid buses, bio-solar generators, and energy-harvesting flooring, highlighting the potential benefits and significant long-term costs of these initiatives.
Elite Entertainment and Sports Come Together
Elevate Sports Ventures is the joint sport consultant of the San Francisco 49ers, Harris Blitzer Sports & Entertainment, Oak View Group, and Ticket Master. MSCG worked with Elevate in several buckets within the partnership realm to prepare research and recommendations for Elevate to use in their current and future client work.
The Sports Philanthropic Report Card
Working alongside the University of Michigan School of Kinesiology, MSCG created the Good Sport Report (GSR). The GSR was created to emulate the racial and Gender Report card but with a focus on philanthropic efforts of sport organizations. The goal of this project was to spread awareness of the philanthropic efforts of teams as well as establish a baseline for future iterations of the report.
A Chicago Based Media Marketing Firm
MSCG worked primarily with the Detroit branch of Intersport. The project began by doing research into similar large-scale events to what Intersport was considering hosting in downtown Detroit- but our team went above and beyond to assist on sponsorship activation, event planning and logistics, ticketing, marketing, strategy, and more.
MSCG collaborated with Google and Rogers Sports & Media to explore the viewing habits of Canadian Next Gen sports fans and provide strategic recommendations to boost Sportsnet+ engagement. Our objective was to uncover the key drivers behind streaming behavior, identify friction points in the viewing experience, and deliver actionable solutions for long-term platform improvement.
MSCG engaged with SuperFoiler, an Australian based organization, to offer comprehensive market analysis to create an event series. The team utilized their research to identify three possible locations, develop sponsorships, select an event series management partner, and curate an investor deck. To do so, we looked into SuperFoiler’s current presence, their differentiating factors, and conducted case studies on other sporting events, such as Wimbledon and F1.
Expanding the Ice: Engaging New Fans for the Islanders
MSCG conducted an audience analysis to help the Islanders engage new audiences near their arena by examining local demographics, hockey interest, and social media interactions. The team identified three key target groups—Gen-Z, women, and minorities—and crafted tailored strategies for each.
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The Impact of Venues in a Community
ASM Global, the world's largest venue management company, tasked MSCG with gauging the outlook of the economic impact their managed venues in the Grand Rapids area have on the city and surrounding areas. Through the use of heavy data analytics and multiplier, MSCG was able to provide an estimate of the impact that Van Andel Arena, DeVos Place, and DeVos Performance Hall had on the local economy.
Strategies for NIL Success
The Champions Circle (CC), the NIL Collective for Michigan Athletics, partnered with MSCG to study successful NIL collectives and expand its donor database. MSCG's case studies revealed industry trends and proposed a "venture fund" to support athletes' financial growth post-graduation, along with a regional ambassador program to enhance fan engagement while navigating privacy challenges.
Sports Conglomerate Disrupter
Oak View Group asked MSCG to research the emerging U.S. sport gambling space and how that will affect OVG's venues, specifically. MSCG researched international sport gambling operations in Europe and Asia and projected their outcomes in the U.S. In the second half of the project, MSCG was able to provide some creative, tangible recommendations for OVG that they could take action on to prepare their venues for sport gambling in the future.
A Detroit Based Commercial Architecture and Planning firm
MSCG was tasked with doing research on NHL arenas and the current trends within stadium design, particularly within premium seating areas. The MSCG team conducted primary and secondary research on all 31 NHL teams. Using qualitative and quantitative data, our team then recommended several ways for Rosetti to use their Return on Design initiative in NHL arenas.
Kicking it Around: Business Operations Strategy
FC Baltimore, a startup NPSL soccer franchise, hired MSCG to help them with their initial marketing plans. Divided into four work streams, MSCG took on ticket sales, media rights, sponsorship, and team business operations. MSCG developed potential partnerships, cost-benefit analysis, and more to give FC Baltimore a holistic business plan to utilize beginning this season and down the line.
CLIENT TESTIMONIALS
Justin Bergman
Global Partnerships
Coordinator, Oak View Group
“The MSCG Team was extremely easy to work with during our five-month period. They were willing to learn and asked stimulating questions throughout the duration of the project. Communication was flawless and they kept us updated on their progress.
Their scope of work included how sport gambling companies will partner with teams, leagues, and venues as well as mobile, digital, and media platforms.
The deliverables presented and their analytical recommendations will be used as a resource to ultimately assist OVG in making decisions. We highly recommended giving the MSCG team the opportunity to work with any organization in the sport business industry.”
Ryan Breuner
Director Fan Insights, FanCompass
“I had the pleasure of working with the Michigan Sports Consulting Group in the Fall of 2018. Quickly, I realized all students involved with MSCG had the enthusiasm and skill set needed to complete the project. The team was dependable, creative, proactive and incredibly hard working.
Their finished project has given us a go to market strategy for NCAA schools and a valuable tool to rank schools that would benefit the most from the services FanCompass provides.
I know that all students in the Michigan Sports Consulting Group will excel at whatever they do. I highly recommend this group to any companies that may be interested in getting involved."
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Matt Rosetti
President,
Rosetti
"ROSSETTI had the pleasure of working with the Michigan Sport Consulting Group in our effort to better understand the fan experience and the supply & demand of products in North American arenas.
The team from the Michigan Sport Consulting Group is a smart, insightful group, and they delivered quality work that reached beyond what was expected or within the initial scope.
It was clear that the team did their research to fully understand ROSSETTI and our work, and tailored their deliverables to be most impactful for our needs.
Their final presentation was spot on. It was clear that they had an in-depth knowledge of the work. When asked about specific points or when further details were requested, the team thoroughly and sufficiently elaborated."
Sara Vigen
Marketing Manager,
Sports Business Journal
"Sports Business Journal had the pleasure of working with the Michigan Sport Consulting Group in the Fall of 2024. We quickly recognized that all the students involved with MCG had both the enthusiasm and skill set to successfully complete the project. They were eager to learn, asked insightful questions throughout and maintained seamless communication, keeping us consistently updated on their progress.
Their scope of work included taking a look at SBJ's social media, turning our long form content into digestible pieces for social and taking a look at our subscription packages.
The whole group was extremely knowledgeable, their work was thorough and excellent, they went above and beyond and delivered us more takeaways than we outlined in the beginning. The team clearly did their research on SBJ prior to working with us and always came prepared with ideas and suggestions. We highly recommend this group to any company that may be interested in getting involved."
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MICHAEL FIRMIN
Chairman,
SuperFoiler Grand Prix
"Working with the Michigan Sport Consulting Group was an insightful and valuable experience for SuperFoiler. The team demonstrated a deep understanding of the sports and entertainment landscape, conducting thorough market research and providing well-structured strategic recommendations.
Their ability to blend analytical rigor with creative thinking helped refine our positioning and engagement strategies for key stakeholders.
The MSCG team's professionalism, curiosity, and responsiveness made collaboration seamless, and the final deliverables provided actionable insights that will support SuperFoiler's long-term growth. We highly recommend MSCG to any organization looking for fresh, data-driven perspectives in sports business strategy."
