A group of five students from the Faculty of Business made Durham College (DC) history recently during the 2023 Maple Leaf Sports and Entertainment (MLSE) PrimeTime Sports Case Competition. The team placed second – ranking above competitors from across Canada with their strategic and innovative business solution.

Sheldon Koufman and Ian Ellis, Sport Management faculty and DC’s Case Competition coaches said the experience of competing at this event is a great way for students to hone their skills, develop and improve their network, enhance their teamwork and resilience, and to try to solve real-world problems they may encounter in the sports business industry after graduation.

“The team had a blend of diverse talents that came together to exemplify a cohesive unit,” said Ellis. “Their dedication to planning and preparing for the competition was truly admirable, and ultimately, their ability to collaborate and a shared passion for excellence culminated in an outstanding result that highlighted the team’s strategic thinking and collective intelligence.”

The MLSE PrimeTime Sports Case Competition is run by seasoned sports executives Brian Burke and Trevor Whiffen and attracts students from post-secondary institutions across Canada. This year, students were challenged with developing a digital engagement project – focused on increasing customer engagement and loyalty for MLSE and its brands.

The DC team strategized and pitched a loyalty program that connects to all MLSE apps and their associated sponsors. Through their proposed idea, customers and corporate sponsors would be rewarded with points for future purchases.

Dylan Foster, a Sport Business Management student and the team’s captain, attributes the team’s success in part to their classroom experience.

“The skills you have to develop to be successful in this program translate very easily to being a successful team. Everyone is on the same page, working towards the same goal and our combination of skills made us a force to be reckoned with,” Foster said. “It was an amazing experience and an honour to compete and to represent Durham College at such a competitive event. The team building and preparation with the team was just as rewarding for me as the second-place win.”