From Trading Cards to the Ballpark: SMBA Explores San Diego Sports Organizations

Last week, Sports MBA had the incredible opportunity to step outside the classroom and immerse themselves in the dynamic world of sports business. Through a series of field trips, SMBA '25 explored different sectors of the industry, gaining firsthand insight into how organizations operate behind the scenes. From the collectibles market to professional rugby and Major League Baseball, each visit highlighted a different facet of the ever-evolving sports industry.  

The week kicked off with a visit to The Upper Deck Company, a globally recognized leader in sports collectibles and trading cards. The cohort was welcomed by Director of Sports Brands Paul Douglas Zickler (SMBA '12), Brand Manager Melissa Borello (SMBA '22), and President Jason Masherah, who shared their expertise on how Upper Deck continues to innovate in a competitive industry. Students learned about the company’s strategic partnerships with top athletes, the technology behind creating high-quality trading cards, and the evolving trends in the collectibles space. The visit provided a fascinating look at how nostalgia, exclusivity, and innovation drive the success of sports memorabilia.  

Next, the class headed to San Diego Legion, one of Major League Rugby’s premier franchises. Hosted by CEO David Haigh and Event Manager Jennifer Knuth-Tidball, the visit provided an inside look at the business side of professional rugby and the team’s expanding presence in the U.S. sports market. The discussion covered everything from sponsorships and fan engagement to the opportunities of growing rugby’s popularity in North America. The cohort also explored the team’s training facility, gaining insight into the preparation and commitment required at the professional level. A highlight of the visit was sitting in the very room where the team watches and dissects footage. San Diego Legion’s commitment to grassroots initiatives and community outreach was another key takeaway, showcasing how teams can grow their brand by engaging local fans and fostering a strong community presence.  

The week concluded with a visit to PETCO Park, home of the San Diego Padres. The cohort toured the iconic stadium before gathering in the Home Plate Club for an exclusive presentation from VP of Guest Experience Ray Daryabigi and Senior Manager of Guest Experience Jenna Matsushita, who shared insights into the team’s marketing, ticketing, and fan engagement strategies. Students gained a behind-the-scenes look at how the Padres plan promotions, giveaways, and special events to enhance the game-day experience and build long-term fan loyalty. The visit reinforced what the students have been learning in classes, highlighting how various departments from sponsorships to game-day operations to marketing work together to create a seamless experience for fans.