By Kaylee Alivo

Over the summer, students in the Sport and Recreation Management (SRM) program turned classroom learning into real-world experience by partnering with NASCAR executives on a marketing and communications project that concluded with exclusive access to the NASCAR Chicago Street Race. 

Led by Dan Matheson, director of the SRM program in the Department of Health, Sport, and Human Physiology in the College of Liberal Arts and Sciences, the NASCAR Summer Practicum challenged students to research and develop promotional campaign ideas to increase Gen Z’s attendance and viewership for the Chicago Street Race. 

The project was guided by Cole McGinnis, a University of Iowa alumnus (16 SRM B.S./Finance B.B.A) and NASCAR’s Director of Licensing and Consumer Products, along with Matt Nordby, NASCAR’s Managing Director of Communications. McGinnis and Nordby worked together to challenge students to pitch innovative marketing strategies to connect with younger audiences. 

Working in four teams, students delivered proposals that impressed the NASCAR executives with actionable ideas and fresh perspectives. The winning concept, called “Creator Clash,” was selected for its unique approach to engaging fans and generating excitement among younger audiences. 

Following the pitch presentations, students gained a behind-the-scenes look at the Chicago Street Race, touring the venue, meeting with NASCAR executives, learning about customer service and operations, and enjoying the Cup Series race with VIP access to all areas of the track. 

The course continues a five-year collaboration between the SRM program and NASCAR that has given students valuable industry experience, often helping launch careers across the sports industry. The hands-on opportunity offers students a chance to apply classroom knowledge to real-world challenges, preparing them for success in sport management, marketing, and communications roles. 

SRM students have seen NASCAR implement versions of their promotional campaigns over the years, and there’s potential for this year’s class to experience the same validation. “Cole McGinnis was on campus to participate in our program symposium a couple weeks ago, and he told one of the students on the ‘Creator Clash’ project team that he and his colleagues at NASCAR headquarters have already been discussing the feasibility of implementing the concepts proposed by their team,” Matheson said.