Axe ’Em, Jacks!
NACOGDOCHES, Texas –– The 2025 NCAA men’s basketball Final Four earlier this month in San Antonio’s Alamodome served up a few nail-biting games. It also served as a backdrop for learning for 10 Stephen F. Austin State University sports business and media and communication students who volunteered for the Final Four University Student Program.
The program offers students a chance to gain valuable experience in large-scale event management, from directing thousands of fans to educating attendees about environmentally friendly behaviors, said Dr. Robert McDermand, senior lecturer in the Nelson Rusche College of Business’ sports business program.
“Experiential learning opportunities provide students with invaluable hands-on experiences that bridge the gap between the classroom and the real world,” he said. “There’s no bigger stage in college sports than the men’s Final Four, where students can immerse themselves in the excitement and complexity of managing a world-class event. It’s a unique chance to gain practical skills and insights that will shape their futures in the sports industry.”
The students who represented SFA as volunteers at the tournament were Katelyn Bolt, junior media and communication major from Houston; Laci Cannon, senior sports business major from Pearland; Roman Castaneda, first-year broadcast journalism major from Frisco; Christopher Delaney, sophomore media and communication major from Houston; Michael Goldman, junior media and communication major from Oakland, California; Sadie Hinz, senior sports business major from Italy, Texas; Hayden Humphries, senior sports business major from Buffalo Gap; Jayden McGee, sophomore sports business major from Conroe; Ian Padilla, first-year sports business major from Austin; and Tyler Tawney, graduate student in business from Wylie.
The student volunteers served in different roles at the various events during the tournament, including Final Four Fan Fest; March Madness Music Fest featuring Ravyn Lenae, Grammy-winner Doechii and Pitbull; Tip-Off Tailgate; and the national semifinal and championship games. They also got to hear from professionals working behind the scenes, including JoAn Scott, vice president of Men's Basketball for the NCAA, and San Antonio Local Organizing Committee officials.
Cannon said her favorite part of her volunteer stint was her Green Team shifts.
“We were actively encouraging people to recycle bottles and cans, and everyone was receptive,” she said. “And some would not have recycled if we had not said anything. We truly made a difference. On top of that, we got to see Doechii and Pitbull while working!”
Cannon added that despite the hundreds of volunteers, the tournament’s events ran smoothly.
“Our shifts were only four hours long, but because of how many volunteers there were, everything was covered and handled,” she said. “Also, having good communication and resources was extremely helpful because we could connect with anyone who may have needed help.”
Delaney said watching all the behind-the-scenes action in person and learning how much planning goes into an event of this scale helped him “grow as a student of sport.” The amount of branding and advertising work at the event and “how hard companies pushed with all of the events happening” also made an impact on him.
Padilla said his volunteer experience was “surreal,” from “seeing all these celebrities and athletes in person up close to helping run an event that I only thought was possible to watch as a fan growing up.”
Experiencing the electric atmosphere of the semifinal game between Auburn University and the University of Florida from so many different perspectives was Padilla’s favorite part of his volunteer experience.
“I learned there are multiple angles or viewpoints when watching a game, such as the crew behind it,” he said. “There are so many behind-the-scene contributors at this event working together to give the fans and the players the best experience possible.”
Hinz said she also had some surreal moments.
“There were times, like when I was in the stadium watching the University of Houston versus Auburn University game, that I couldn't believe my eyes,” she said. “We were so close to the game and surrounded by super excited fans. One key takeaway for me was gaining a deeper understanding of just how loyal and passionate fans can be. The energy and dedication in the crowd were undeniable.”
Hinz said the amount of money fans were willing to spend to be a part of the Final Four experience made a big impression.
“They were selling Chick-fil-A sandwiches for $30 each, and people were still buying them non-stop,” she said. “This reminded me of how strong emotional ties to a team can influence consumer behavior. Being able to recognize and understand the unique wants and behaviors of such a diverse fan base — from families with young kids to alumni grabbing another beer to father-son duos to stylish wives in designer team sweaters — really helped me think more critically.”
To explore more real-world opportunities in SFA’s sports business and media and communication programs, visit sfasu.edu/mgtmkt and sfasu.edu/media-communication, respectively.