Baylor University

Fall 2015 Winners

Daniel Phillips

Daniel Phillips

Daniel is a senior at Baylor University from Raleigh, North Carolina double majoring in Sports Sponsorship & Sales and Entrepreneurship & Corporate Innovation. He interned this past summer at SportsDesk Media in Dallas where he analyzed data to help teams understand their fans and optimize targeted digital media advertising campaigns. After graduation, he will be moving to Salt Lake City to work at the software company Qualtrics, the world’s leading research and insight platform. The Fox Sports University project with the Dallas Stars helped develop analytical and presentation skills with an engaging real-world experience. 

“Working to find mutually beneficial solutions to boost fan engagement for both the team (Dallas Stars) and the network (FOX Sports Southwest) was an incredible experience.”

“The opportunity to potentially see your recommendations come to fruition was unlike anything else we had experienced in college.”

“The experience gained from the FOX Sports project is easily applicable to real world situations, especially working with a team to produce a high-quality deliverable in a short time frame.”

Ryan Niebruegge

Ryan Niebruegge

Ryan Niebruegge is a Junior at Baylor University seeking a BBA in Sports Sponsorship and Sales. Ryan is originally from Telluride, Colorado where she likes to snowboard, explore the mountains, and root on her favorite team: the Denver Broncos! Upon completion of her Junior year, she will spend the summer in Boston to work in the IT Department of the Boston Red Sox. Ryan looks forward to a future working in professional sports and cheering on the Baylor Bears.

“FOX Sports University really showed my team and me what kind of real world scenarios we will face once we enter into the professional sports industry. They provided us with a great opportunity by allowing us to come up with solutions in a safe and encouraging environment.”

“Being able to combine sports and learning a new way of thinking was such a great experience and I cannot thank FOX Sports University enough!”

“During this project, FOX Sports University gave me a chance to reveal creativity I did not know I was capable of achieving.”

Joey Waid

Joey Waid is a junior Sports Sponsorship and Sales major and an Entrepreneurship major at Baylor.

Joey plans to go into database management after graduation next May.

Joey is interested in data analytics and hopes to provide sports teams with insights using data for a  career.

Joey likes playing sports and watching movies in his free time.

“Working with the Dallas Stars was an incredible opportunity getting experience using real world data to solve real world problems.”

“It is very cool and exciting for college students to present their unique ideas to Fox Sports and actually be heard and taken seriously and seeing those same ideas applied to the sports team during the season.”

“Fox Sports U was definitely the most exciting project I’ve ever worked on. I found myself super eager to present my ideas the night before the presentation.”

Sara Hayes

Sara Hayes

Sara is junior at Baylor University and is pursuing a double major in Sports Sponsorship and Sales and Management. She is planning on graduation in May of 2017 and moving on to either a job in Player Engagement or Corporate Sponsorships, or pursuing a Double Masters in Sports Management and Business. She loves the NFL and dreams to work with either the New Orleans Saints or Kansas City Chiefs and would love to work either with players or in a sponsorship activation role. Sara loves to watch football, travel, laugh, dance goofily and eat at hole in the wall restaurants.

“The FOX Sports U program challenged me in some of the most positive ways. From learning how to manage a huge set of data, to learning how to work with different entities to create a passionate fan base for both the Dallas Stars and FOX Sports Southwest.”

“Being from Dallas, I loved how I was able to work with a team I am familiar with in a way that was beneficial to all parties involved. This project pushed me to learn more about the Stars as an organization and the people who call them their team.”

“It was so encouraging to know that as a 21 year old college student, I can make a lasting impact on multiple organizations by being trusted to take on this challenge and show my creativity. I loved the opportunity to make a lasting change for two very well known entities.”


Fall 2015 Project Description

Students in Baylor University’s S3 program teamed up with the Dallas Stars and FOX Sports Southwest on a research project about fan behavior and perceptions of hockey in Texas. Students developed recommendations on how FOX Sports could cultivate hockey fandom in a Sunbelt state, and make the Dallas Stars the NHL team of the South West.


Professor Profile

Kirk Wakefield

Kirk Wakefield

Kirk Wakefield, Edwin W. Streetman Professor of Retail Marketing. As Executive Director of the Sports & Entertainment academic programs at Baylor University, Kirk established the industry-leading Baylor S3 Report (, the Sports Sponsorship & Sales (S3) program, and the Brand Engagement and Promotion (BEaP) program with its own student-run record label ( and entertainment company. Kirk is a Consulting Scholar with BAV Consulting. In 2013, he received Baylor University’s Outstanding Faculty Award for Scholarship. Kirk serves on the Editorial Review Board of the Journal of Sport Management. As CEO of Team Sports Marketing Solutions, Kirk provides sponsorship measurement services to the San Diego Padres, Cleveland Browns, and other sports & entertainment properties and brands.

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