KeyBank and Syracuse University 44 Rewards partnership offers valuable sports marketing opportunities for students

Michele Barrett
(315) 443-6172

As the semester winds down at Syracuse University, students enrolled in “Sport Marketing Management” (SPM 444) will vie against one another in an innovative and nationally modeled approach to sports marketing education led by the KeyBank-Syracuse University 44 Rewards partnership.

As an integral part of the 44 Rewards program — now in its second year — sport management faculty, SU Athletics staff and KeyBank executives work with students to help them apply theoretical marketing concepts to a real-world experience. The students’ final project is presented to and judged by semester-long client KeyBank and other industry professionals.

“44 Rewards is a natural extension of Key’s longstanding relationship with Syracuse University’s athletic and academic programs,” says Stephen D. Fournier, president of KeyBank’s Central New York District. “We’re pleased to directly engage students and offer them unique learning experiences that will prepare them for the professional world.”

“Sport Marketing Management” requires students to implement a major, multifaceted corporate sports marketing sponsorship utilizing the skills honed in prerequisite courses in research methodology, sport law, sport sales and communications. This learn-by-doing experience includes the possibility of the winning team seeing its marketing plan activated in the coming SU sports year. In addition to the SPM 444 coursework, the KeyBank-Syracuse University relationship provides scholarships for the sport management program, internship opportunities and research funding.

The students will present their 25-minute multimedia plans and recommendations on Tuesday, Dec. 9, beginning at 6:30 p.m. in the Sims Atrium in Sims Hall.

Judges will include:

• Jennifer Whalen, KeyBank district marketing manager for Central New York;
• Fran Yanulavich, KeyBank district marketing manager for Capital Region;
• Shelly Van Dusen, KeyBank public relations manager for Central New York;
• Matt Yonan, president, Tigris Sponsorship and Marketing; and
• Joe Baldini, vice president and general manager, ISP Sports.

The 44 Rewards program is a multi-tiered partnership that provides ongoing prize-winning opportunities for SU men’s basketball and football fans, and includes academic and charitable giving components-all building on the legendary significance of the number 44 in SU Athletics. For sports fans in the community, 44 Rewards has provided the opportunity to win SU men’s basketball and football merchandise, season tickets, tournament packages and other prizes for the past two years.

Students in the College of Human Ecology’s Department of Sport Management study marketing, management, communications, law and other disciplines, and gain hands-on experience in a required internship while preparing for careers or graduate study in sport. The College of Human Ecology at SU focuses students on the importance of community involvement, service, scholarship and experiential learning.

KeyBank N.A. is one of New York’s largest financial services companies, with one of the largest statewide networks of branches and ATMs. The 12-county Central New York District has 59 KeyCenters (branches), 95 ATMs and more than 475 employees. KeyBank is a leader in community involvement and a strong proponent for local economic growth. Cleveland-based KeyCorp is one of the nation’s largest bank-based financial services companies, with assets of about $101 billion. Key companies provide investment management, retail and commercial banking, consumer finance and investment banking products and services to individuals and companies throughout the United States and, for certain businesses, internationally.