Strategic Management Theory Applied to San Diego Sports Business: Hookit
Throughout the Spring semester, the Sports MBA Class of 2022 cohort took a “Strategic Thinking” course taught by Dr. John Francis. This course included a semester-long project applying the modern analytical frameworks and techniques used in strategy analysis. After being divided into teams, students designed strategic solutions to different business challenges for three San Diego based sports businesses: Hookit, DRIVE, and Surftech.
Hookit is an AI-powered sponsorship analytics and valuation platform specializing in social and digital media started in San Diego. Hookit was recently acquired by KORE Software, with the mission “to improve global sponsorship effectiveness by providing the most comprehensive, trusted source of intelligent data.” Hookit aids KORE in providing information to be used in sponsorship valuation through evaluating mentions, hashtags, keywords and logos within photos and videos. Three groups of SMBA ‘22 students evaluated Hookit, its positioning in the industry, and focused on differentiation in order to increase business in the sponsor space.
The students prepared by meeting with Hookit’s Head of Marketing and Sponsorship Insights, Roger A. Breum to identify the objectives of the project and current challenges in the industry. Students devoted their time and resources throughout the semester to develop multiple strategic solutions relating to their group objectives and presented to Hookit executives at San Diego State University in April.
To assist with the preparation of their projects, teams of students partnered Sports MBA program alumni, who assisted with research, strategy and presentation development. Alumni Aileen Berran, Demian Reyes, and Victoria Jones. all graduates of the Sports MBA Class of 2011, worked closely with student teams, oversaw the research and outreach, and provided recommendations based on their professional experience.
“This project was the perfect snapshot of what you want from a Sports MBA Program,” said current student Mark Olson (SMBA ‘22). “ I finished my work with an expanded perspective on the business of sports. Furthermore, I gained a new career interest and was able to portray some of my technical skills to some very prominent figures in the sports world.”
The project with Hookit provided SMBA ‘22 with the experience to consult and present to Hookit executives, design strategic solutions, and apply common frameworks used in business. Additionally, teams received constructive feedback from the client and mentors that they can apply throughout their careers.
Thank you to Hookit for partnering with SDSU Sports MBA and thank you to Dr. John Francis for providing an opportunity for students to apply the frameworks and concepts from the “Strategic Thinking’ course in a real world setting.
Demian Reyes (SMBA '11) speaking with SMBA '22 team in preparation for their presentation.
Aileen Berran (SMBA '11) speaking with SMBA '22 team in preparation for their presentation.
