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Summary of Meeting with Nicole Early
GW athletics previously partnered with NeuLion (pronounced “new lion”), a company that
specializes in digital video broadcasting and distribution, to stream a limited number of GW
sports and events. The partnership included no specific guidelines or standards on what
NeuLion expected from GW and often included one camera panning from one end of the field to
the other as well as minimal play by play analysis.
In 2018, The Atlantic 10 conference and ESPN reached a multi-year media rights deal for more
than 500 conference events each year to be carried on ESPN+. With the new deal comes
exceptional visibility for GW on one of the best streaming technology in sports. Beginning in the
2018-2019 athletic season, ESPN+ will include multiple GW games for men’s and women’s
basketball, men’s and women’s soccer, women’s volleyball, lacrosse, softball, and men’s
GW is now required to follow specific guidelines and achieve the high standards that ESPN
holds all of its partners to, something NeuLion did not. New requirements include: multi-camera
shots, graphics, key points in the game graphics, and ads (sponsorships). Currently, GW has
found itself in desperate need to hire freelancers in the DC market but can only offer pay that is
well below the going market rate.
Our goal is to provide GW athletics a solution that includes collaborating with GW academic
programs to provide opportunities to students to gain real world experience through class
participation and internships in broadcasting collegiate ESPN+ events. This would eliminate the
need for GW athletics to hire outside freelancers that they cannot afford. Suggested best
practice examples include Syracuse, which has become a feeder program for students to
transition into careers with ESPN after they achieve 4 years of broadcasting experience within
their school curriculum/degree. Nicole has recommended we reach out to Brian Sereno who is
the Associate Athletics Director/Communications for GW as he is very familiar with the
Syracuse model. A second example of a best practice and more relevant to GW as it is an A-10
school is Duquense University, located in Pittsburgh PA. It will be important to keep in mind
specific challenges that GW will face in implementing this partnership, such as, the facilities and
resources available at the Vern athletic facilities as well as only 2 current full-time staff members
who are responsible for the 140 events GW is required to broadcast on ESPN+.
1.Literature Review
Curate and compile FIVE authoritative sources related to the specific topic chosen by
your group. A minimum of TWO must be articles from academic/scholarly journals. Read
the articles carefully. List the articles and write a three- to four- paragraph summary of
each article citing important points and how the information provided might be helpful to
your research.
1. Sanderson, A & Siegfried, J. (2017). The Role of Broadcasting in National
Collegiate Athletic Association Sports – Damian
Sanderson, A & Siegfried, J. (2017). The Role of Broadcasting in National Collegiate
Athletic Association Sports.
Sanderson and Siegfried examine the impact that technological changes in broadcasting have
had on the National Collegiate Athletic Association and its members. They observe that in
recent years, individual athletic conferences and teams have come to agreements with existing
networks to televise college sports. Examples includes The Big Ten Network (BTN), Pac-12
Network, SEC Network, the Longhorn Network, and Notre Dame’s partnership with NBC.
Analyzing the growth of broadcast revenue, they report that in the last thirty years there has
been considerable growth due to more sports networks seeking live-game content, while there
are only a few suppliers of elite college athletic competition packages. During the years 1996 –
2017, there were only six suppliers of intercollegiate sports but more than fifteen networks,
including ESPN, ESPN2, and ESPNU, looking for content. Networks anticipate that fans will
willingly pay distributors a subscription fee to access their content.
This information will be helpful to our strategic consulting project because it provides a number
of conferences and teams, as examples that have successfully contracted and broadcasted
their intercollegiate athletics. Analyzing these examples, we may identify best practice examples
in terms of the model’s universities are using to satisfy network requirements and if those
models collaborate with academic programs to provide students with opportunities to get handson experience in sports broadcasting.
2. Hjerpe. K (2009). The Absence of Technology in Undergraduate Sport
Management Curriculum and It’s Relationship to Intercollegiate and Professional
Hjerpe finds that differences exist between the forms of technology that are taught in sport
management curriculums compared to the technology that is used by working professionals in
the collegiate sports industry. Aspiring sports management professionals are missing out on
valuable skills that they will need in the workforce, such as sports broadcasting.
In the study, Hjerpe discovers that budgets are cited as a major roadblock that prohibits
technology from being incorporated into a sport management curriculum. A second roadblock
was class sizes. Even if a university had the ability to offer technical experience, such as
institutions that broadcast their own intercollegiate athletic events, there needs to be a large
enough demand from students before incorporating these opportunities into a sport
management curriculum.
This study is beneficial for a number of reasons. First, it shows that there are certain
professional skills and expertise, such as broadcasting, that students are missing out on in
many current sport management curriculums. Second, the study finds that a major roadblock to
providing this opportunity is due to budget. This would mean a partnership between athletics
and academics at The George Washington University would be a win-win agreement. The
academic department would provide an opportunity for students to gain real world experience
and the athletic department would not need to pay freelancers for this work, reducing their
financial obligation. Lastly, this study provides a potential data collection opportunity. By
conducting a survey, we can determine if there is a big enough demand from current university
students to take a sport broadcasting class.
3.McEwan, D., Ruissen, G. R., Eys, M. A., Zumbo, B. D., & Beauchamp, M. R. (2017). The
effectiveness of teamwork training on teamwork behaviors and team performance: a
systematic review and meta-analysis of controlled interventions. PloS one, 12(1),
e0169604. Retrieved from
The article focuses on the importance of teamwork training in all fields of study and work.
McEwan, Ruissen, Eys, Zumbo & Beauchamp (2017) assert that in the current world, teams are
essential in every process. Therefore, an institution might have high-skilled workers but if they
are not trained to work together to achieve the ultimate goals of the organization, there will still
be ineffectiveness. In essence, the authors show the need for proper teamwork training in both
learning and working institutions to realize effectiveness and success.
Most research findings show that teamwork training improves teams and the institutions in
which they work. range of studies have shown positive effects of teamwork interventions for
improving team effectiveness The article also emphasizes the need of this teamwork training in
academic institutions to sharpen the skills of the students and show them how to use their
different strengths and work with each other effectively.
This article is significant in that it provides insight on how students can work together as they
have different strengths. In the media department, the production processes requires people
working in front and behind the camera to achieve the best production results. Therefore, with
the information, educators and trainers can learn how to group the students in teams as they
work of the ESPN networks and how they can cooperate to produce the highest standards of
broadcasting. Teamwork effectiveness is inevitable in professional sports journalism and
4.Loughlin, S. W. (2018). Syracuse-ESPN partnership provides students with the ultimate
sports broadcasting experience. Newhouse. Retrieved from
The article shows the essence of the partnership between Syracuse University and ESPN in the
context of enabling the students at Newhouse School to experience professionalism in sports
journalism and production. Loughlin (2018) explores how the partnership provided an excellent
opportunity for the students to showcase their experience in sports journalism to a broader
audience through the ACC Network Extra courtesy of ESPN. More than 90 Newhouse students
participate in network broadcast as each of them determine their strengths and maximize on
them by sharpening their skills. The article also illustrates that network caters for a variety of
sports activities including those in which females participate. The elements of all the areas of
production give the students great insight as they learn how to approach the processes.
Primarily, the practical experience is critical for both the students and the institution.
Loughlin (2018) discusses the importance of the student’s immersion into the training program
because they develop confidence and a sense of professional direction towards their
broadcasting career goals. Moreover, providing the students with a realistic experience enables
them to preempt the expectations in their careers and the training pushes them beyond their
This article is significant for the research in that it provides insight on the benefits and
challenges which the students face as they participate in the sports production and journalism
training program. While it is a path to career greatness, students have to balance the other
studies with the apprenticeship. Therefore, GW can identify various areas which they can
incorporate in their partnership with ESPN so that they can improve the learning and working
experience of the students. Most importantly, the institution learns how to be effective in
providing affordable employment to the students who graduate.
5.Kathleen, M. K. (2009). School-To-Work Programs Effectiveness. Online Journal of
Workforce Education and Development, 3(4). 2-8 Retrieved from
According to Kathleen (2009), the provision of school-to-work programs is common in most high
schools as educators are keen on enabling the students to be well-prepared professionals in the
job market and the careers which they choose to pursue. Another important aspect that is
evident in the discussion is the transition process which should be as smooth as possible for the
student to understand all the class and practical elements. Therefore, graduation is not enough
to show the success of a student.
The article shows the need for effectiveness in these programs even if they are already in place
in most institutions. Kathleen (2009) posits that the lack of participation from, local businesses in
these school programs makes them ineffective. Thus, in the collegiate broadcasting
apprenticeship, collaborations with established media house experts can be quite beneficial to
both the students and the institution in the training process.
From the article, the information on the school-to-Work programs illustrates how important it is
to have a training support system based on experience. Therefore, the insight in the article can
help the leaders in both the school athletic and academic departments to establish partnerships
with media experts who are willing to mentor the GW students in sports production and
journalism. This direction would give a great sense of smooth transition and great balance
between studies and work as the students also strive to graduate. Learning the basic skills
before the media experts are introduced in the training process is very important so that the
sessions are not long and no extra costs are incurred.
Broadcasting and Team Sports by Roger G. Noll(2016)
Roger G. Noll tries to investigate the essence of broadcasting rights and team
The article examines what kind of competition effects are there on revenues, coverage
as well as competitive balance, with regards to sales of rights and commercial television.
The article has included an argument that if sales of rights are not centralized by leagues
and television gets more commercial, then it is good for the consumers. But it was
concluded in the end that teams, which are financially weak, they may not get any
benefit from this competition as well as rights sales’ centralization, and if still, leagues
want to do it, the policy intervention is a must for this centralization.
The article has also analyzed three different aspects related to the economics of
broadcasting with regards to team sports. The first aspect is sports rights demand, and
the second one is sports rights supply for leagues as well as teams keeping
centralization in view, and the third aspect is to see that what changes in performance
are there for the sports industry and broadcasting industry keeping the policy in view.
The high-income nations get a lot of revenues from television broadcasting, like in
Europe; the revenue growth has increased in the last few years in terms of television
In the end, it was concluded that most of the popular sports have been able to earn
more revenues with the help of television broadcasting. However, how this revenue
growth will happen, it is dependent on the fact that what the competition policy is, and
what market structure is there for rights. The information provided in the article is very
useful and insightful, not only for team sports teams and leagues but for the Universities
as well.
In addition, this article shows us how much is important to create an income from sports
broadcasting and how much this income could affect also on our University teams for the
long term.
Five Expert Assignment
Five Experts Template
You are required to submit five experts. You are encouraged to communicate with as
many of the experts as possible.
Follow the format
This is a GROUP assignment
1. Name/Title/Contact
Dr. Alice Expert
Title: President
Organization: Tourism for Tomorrow
Contact: 410-555-1212, [email protected]
2. Draft a description – two to three paragraphs – describing why she has been chosen
for your list.
Cite research papers, quotations from news articles, biographical information, for
3. List TWO questions that members of your group would ask EACH expert
4. If you have communicated with the expert, briefly describe the communication. For
example, include text of an email from the expert. Share advice that the expect has
given re: articles to read, experts to speak with, etc.
1-Brian Sereno
1.Title: Associate Athletics Director/Communications (Sport administrator for: Baseball,
Organization:The George Washington University
Contact:994-6654/[email protected]
2-Sereno is the only spokesman in the department who is responsible for all external
broadcast relationships for GW Athletics, ……..
2-Wendy Loughlin
1.Title: Director of Communications & Media Relations
Organization: Newhouse School, Syracuse University
Contact: (315) 443-2785
/ [email protected]
2- Wendy Loughlin is the Director of communications for the Newhouse School at
Syracuse University, including media relations, the website, the magazine, social media
and special events publicity. She worked on building and developing the communication
office as she created new websites ,and media relations program. She is also
responsible for implementing a strategic communications and marketing plan for the
Newhouse School at Syracuse University.
3-Olivia Stomski
1.Title :Director, Newhouse Sports Media Center/ Professor of Practice / Television,
Radio & Film.
Organization: Newhouse School, Syracuse University
Contact: (315) 443-4065
/ [email protected]
Mr. Robert Healy, III
Title: Sports and Media Professor
Organization: Duquesne University
Contact: (412) 396-2461, [email protected]
Mr. Robert Healy, III, is a full-time professor at fellow A-10 conference member school,
Duquesne University. He has 17 years of experience in public relations and journalism and lists
broadcasting as one of his specialties. As a professor, he teaches a number of media courses,
including: Sportscasting and Sportswriting. Additionally, he co-founded the department’s Sports
Information and Media Program. This unique program takes full advantage of Duquesne’s
Division 1 athletics program by requiring that students in this major complete an internship with
the athletic department. The internship includes camera work that helps to stream athletic
Mr. Healy would be a terrific expert to speak to because he has personal experience
establishing the same program that GW would like to implement that combines practical work by
interning with the athletic department with class room lectures. After speaking to Mr. Healy, we
may be able to identify a potential textbook and syllabus for the class lectures portion of the
course. Mr. Healy is also a great choice because Duquesne University is a comparable
university to The George Washington University as an A-10 conference member and also being
located in a major city.
In the below video link, Mr. Healy gives an overview of the Sports Media and Information
Program and goes into more detail about the required internship with the athletic department.
Also, the department required and elective courses are cited below. We have particular
interesting in the Sports Reporting: Sportscasting course.
Sports Information and Media Program. (2019, March 17). Retrieved from

Sports Information and Media. (n.d.). Retrieved from
1. Can you talk about the sports broadcasting component of the Sports Information and
Media Program and explain the split between class room lectures and practical experience
that students are required to complete in this area?
2. Do you require students to purchase a sports broadcasting textbook and if so, can you
talk more about the book?
We have had no contact with this expert as of yet. After typing an email, it was decided to first
speak with our athletic department contact, Nicole Early, to determine the best approach at
requesting a phone call. Our concern is that Mr. Healy may not want to help The George
Washington University create a similar course that Duquesne offers because it may diminish his
programs competitive advantage in sports broadcasting over GW.

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