Adele's Sports Journey

This past week in St. Louis was more than a competition; it was one of those defining experiences that shifts your perspective and sharpens your purpose.

Representing Boston College -Woods College of Advancing Studies as Captain, at the National Sports Forum Case Cup was an opportunity I don’t take lightly. I truly had the best group to compete with. There’s something special about being in a high-pressure, 24-hour case environment with people who trust each other, challenge each other, and genuinely want to win together. The preparation, collaboration, and energy we brought into that room made the experience unforgettable, and I would choose this team every single time.

And having a director like Dr. Keller leading us made all the difference. Her belief in us, steady leadership, and commitment to experiential learning created the foundation that allowed us to perform with confidence.

In 24 hours, our team was tasked with building a fully integrated strategy to drive new fan engagement for the Los Angeles Kings under a $100,000 campaign budget and then presenting it to industry executives.

Our solution focused on enhancing customer value through culture, music, and community.

We leaned into the Kings’ strengths within AEG’s global entertainment infrastructure and the SoCal market, while addressing key opportunities, especially engaging younger and female fans. Some of the core pieces of our strategy included:

• A Kings x Alo Yoga collaboration spotlighting wellness, athleisure, and players like Anže Kopitar and Adrian Kempe to connect with lifestyle-driven fans.
• A Spotify Block Party concept, including a live postgame show with Snoop Dogg, interactive goal celebration voting via QR codes, and curated in-game playlists to merge music culture with hockey culture.
• Live Nation ticket bundles with LA Live perks, premium experiences, and group packages to drive both revenue and community.
• A “Queens of the Game” girls and women empowerment initiative featuring youth hockey activations, female business spotlights, and networking opportunities to intentionally grow female fan participation.

Every idea is tied back to the customer journey: awareness, consideration, purchase, experience, loyalty, and measurable KPIs. From projected increases in female ticket sales to bundle growth and sponsorship revenue, we built a data-driven plan designed not just to attract fans, but to build lifelong ones.

And yet, as impactful as the presentation was, the biggest takeaway for me was something deeper.

The sports world is small.

Throughout the week, I ran into people from completely different chapters of my life: internships, previous jobs, mentors, and connections I didn’t even realize were connected. It was a reminder that relationships matter. The conversations in hallways, the quick introductions, the advice shared over coffee; those moments are just as important as what happens on stage.

I didn’t realize how much an experience like this could refine my mindset.

Being in rooms with executives, listening to career journeys, seeing how fast decisions are made, and feeling the intensity of a 24-hour case format, it gave me clarity. It reinforced that this is the environment I want to be in. It showed me that preparation meets opportunity in powerful ways. And it reminded me that growth happens when you put yourself in uncomfortable, high-pressure spaces.

This trip pushed me professionally, but it also grounded me personally. It strengthened my confidence, expanded my network, and helped me see more clearly the path I want to carve out in this industry.

If this week taught me anything, it’s this:

Say yes to the room.
Say yes to the challenge.
Say yes to the people.

Say yes to awkward situations and put the phone down.

You never know how one weekend can shift your direction and your mindset in the best possible way.