A student from York University’s Schulich School of Business was part of the team that took first place during the 2021-22 Maple Leaf Sports & Entertainment (MLSE)’s Global Partnerships Case Competition. It marks the second year in a row that Schulich has been part of the winning team.
Along with Schulich BBA student, Marco Renda, the winning team included Michael Boushy (Western University), Tate MacKenzie (Ivey Business School) and Nicola Bijvoet (Rotman Commerce). Overall, more than 90 teams and 350 university students from across Canada participated in the competition.
Students from institutions across southern Ontario competed for a summer internship opportunity with MLSE’s Global Partnerships department by developing a marketing partnership between one of MLSE’s team properties and a brand of their choice.
The team reasoned that partnering Redfin with the Toronto Raptors would help grow Redfin’s presence as the go-to real estate platform for fans to score their “Home Away from Home.” Their activation tactics included a Raptors-themed ‘For Sale’ signs, broadcast-visible signage and commercials, a Raptors mobile app contest, VIP experience giveaway, and a virtual promo night hosted on Gametime by MLSE Digital Labs.
The achievement is even more remarkable for Renda as he participated in the case competition while balancing his work as the vice-president, corporate relations for York Sports Business Association, carrying a full course load and working a part-time job.
“The variety of classes I took at Schulich and real-world experience I’ve gained from involvement with the extra-curricular clubs helped me contribute to a successful proposal,” said Renda. “The rich curriculum and network of opportunities helps prep students to enter the business world.”