Super Bowl LX wasn’t just the year’s biggest sporting event; it was a life-changing professional opportunity for 14 students and two faculty members from Maryville University’s Rawlings Sport Business Management (RSBM) program. Over eight action-packed days, students gained invaluable real-world experience in sports business, connecting with global brands and supporting major NFL initiatives.
Hands-On Experience at the Super Bowl Experience
RSBM students partnered with Fierce Staffing to play key roles at the NFL’s premier fan fest at San Francisco’s Moscone Center. They supported major sponsors like FedEx, Snickers and Roblox while gaining hands-on experience in event management, marketing, and fan activations, all essential aspects of the evolving sports industry.
Supporting the NFL Teammate Program and Culture Club
Through the NFL Teammate Program, Maryville students contributed to key initiatives leading up to and during Super Bowl Sunday. They supported the NFL Culture Club, a four-day event blending football, art, music, and fashion, while managing VIP ticketing, setup, and operations. On game day, they ensured smooth operations for auxiliary media at Levi’s Stadium, gaining valuable experience in large-scale event management.
Marcie Lapehn, a key member of the NFL Teammate Program, praised the students’ professionalism: “Students from the Rawlings Sport Business Management program helped bring the first-ever NFL Culture Club to life, welcoming fans, executives, and VIPs with professionalism, polish, and poise. On game day, they supported Stadium Fan Services at Levi’s Stadium, offering wayfinding and guest support for staff, performers, teams and more, gaining invaluable hands-on experience on the biggest stage in sports.”
Super Bowl Staffing Partner Brittane Cooper echoed Lapehn’s sentiments. “Working with Jason and his team at the Rawlings Sport Business Management Program at Maryville University has been a pleasure. His partnership and support made a meaningful impact.” She highlighted how impressed she was with Maryville’s students. “It’s clear they come from a program that equips students with the right tools to transition seamlessly into real-world, high-level events.”
On Location with Maryville University RSBM Students
For RSBM students, the Super Bowl was more than a game; it was the opportunity of a lifetime. Camryn Skaggs, an RSBM sophomore, shared her experience working with On Location, the NFL’s official hospitality partner: “Getting to work at the Super Bowl with On Location was an unforgettable experience. Being part of the team behind one of the world’s biggest sporting events showed me how much planning, precision, and teamwork goes into delivering a world-class hospitality experience.”
Skaggs emphasized how transformative these opportunities are for students: “From VIP events to game-day execution, seeing behind-the-scenes operations gave me a new appreciation for large-scale event management. It wasn’t just about the game, it was about creating memorable moments for guests, and I’m proud to have played a role in that.”
A Super Bowl to Remember
For RSBM students, Super Bowl LX was a career-defining moment. They gained firsthand experience in event management, brand activation and operations, while building connections with industry professionals.
This opportunity reflects the mission of Maryville’s RSBM program: to equip students with the tools, experiences, and networks to lead in the sports industry. “Events like the Super Bowl provide dynamic learning opportunities,” said Daniel Schmidt, RSBM instructor. “The scale of these events places our students in critical-thinking roles that fast-track their professional development.”
To learn more about the Rawlings Sport Business Management program, click here.