UO Hosts Exclusive Behind-the-Scenes Learning
More than 300 students came together this past November for "The Business of the FIFA World Cup," a two-part learning initiative that brought global sports, media, sustainability, and policy leaders to the University of Oregon. Designed to complement a core tenet of Oregon Rising, the university's new strategic plan, the series offered an unprecedented look inside the world's most influential sporting event, while giving students a direct connection to the professionals who shape it.
Coordinated and delivered with support from the Lundquist College of Business's Professional Edge program, the initiative exemplified the university's commitment to hands-on learning, bridging classroom concepts with real-world insight and industry access.
Across two sessions, students heard from leading executives and innovators at FIFA26, FOR SOCCER, FOX Sports, Kansas City Chiefs, Major League Soccer/Soccer United Marketing, and Nike Soccer. Speakers pulled back the curtain on how the World Cup has become a cultural and commercial phenomenon, sharing insights on broadcast strategy, digital storytelling, sponsorships, sustainability planning, large-scale event operations, and the global business ecosystem surrounding the tournament.
During the November 7 session, students were immersed in firsthand accounts of how the World Cup takes shape. Speakers ranged from Nike's Nuno Silva, who charted the rise of soccer in North America, to FOR SOCCER CEO Ernesto Bruce ’99 (business), who outlined the cultural and economic forces driving the sport's momentum. FOX Sports executives John Strong ’07 (journalism) and Whit Haskel, who sits on the Warsaw Sports Business Center's advisory board, shared how they approach live storytelling and brand strategy on one of the world's largest broadcast stages, while Kansas City Chiefs communications leader David Higdon (former chair of the Warsaw Center's advisory board) and producer Barbara Blangiardi ’79 (journalism) offered a look at the organizational decisions behind major sporting events.
The November 21 event pushed the discussion even further, spotlighting the behind-the-scenes systems that make a massive tournament possible. Elizabeth McGuire ’07 (business), vice president of partnership marketing at Major League Soccer and Soccer United Marketing, discussed partnership marketing on a global stage; FIFA26's Sara Hussain outlined environmental considerations for a multinational tournament; NBCUniversal veteran Ed Swindler broke down media-rights valuation; Jake Wiederrich and Andrew Delgado from KCPQ 13 in Seattle highlighted the role of local stations in a host city; and FOX Sports executive Rachel Sollenberger ’06 (psychology and a member of the UO Alumni Association Board of Directors) explored digital distribution and engagement across different audiences. The session, moderated by UO Professor of Practice and Director of the Center for Sustainable Business Practices John Davis, highlighted the multifaceted nature of delivering a global event at scale.
"I loved learning something new from each speaker, whether from the marketing, talent, stadium, or operations side of the sports industry, and gaining insight into how these areas intersect on a global stage," said Sloane McDonnell, a senior business major with concentrations in sports business and marketing. "Listening to their experiences highlighted the scale, coordination, and passion required to bring an event of this magnitude to life!"
Throughout both events, speakers emphasized the World Cup's unmatched ability to unite audiences and the complex business systems required to make that global moment seamless. Students explored how media rights shape fan access, how sustainability frameworks are woven into large-scale event planning, how brands activate partnerships across continents, and how digital platforms adapt to meet the expectations of Gen Z viewers. They also learned how individual career paths—from journalism and marketing to policy and operations—intersect within the sport industry.
"Hearing directly from people who are making the World Cup happen changed how I think about careers in sports," said Jordan Haines, a junior pursuing a business major in marketing. "It showed me just how many skill sets and backgrounds come together behind the scenes and how what we're learning in class applies to real, global sporting events in action."
Because the "Business of the FIFA World Cup" sessions were part of a Professional Edge program at the college, students who participated will have the opportunity to transition into experiential immersion projects in collaboration with the participating industry partners over the next several terms. Those immersions will include site visits and projects focused on data-driven explorations of global fandom and strategic insights for sports, deepening students' learning and helping prepare them to contribute meaningfully and rapidly to the evolving industry.
"This series is exactly what Professional Edge is designed to deliver: immersive, career-connected experiences that help students understand how their coursework translates into real-world impact," said Trish Dorman, director of the UO Professional Edge program. "We are incredibly grateful to the industry leaders who took the time to engage with our students and share their experiences. In particular, we want to thank Barbara Blangiardi for her role in bringing this series together. Her leadership, collaboration, and commitment to student learning showcased that the business of sport has a home, and it's right here in Oregon."
—Lundquist College Communications