Kayleigh Shackford | Sports Marketing & Athlete Development

As a graduate assistant and team manager for the University of Arizona Women’s Soccer team and an ambassador for the Behind the Athlete  program, I’ve been deeply involved in preparing a spring campaign designed to connect fans with the team. This post highlights my contributions—from planning and creative work to early engagement projects like the team walkathon and poster creation. Campaign Objectives The campaign is designed to: Drive awareness for Behind the Athlete Encou

As a former D1 and professional soccer player now studying sports marketing, I’ve seen firsthand how fan engagement can shape a team or organization’s success. Today, connecting with fans isn’t just a nice-to-have—it’s central to building loyalty, brand identity, and long-term growth. Why Fan Engagement Matters Fan engagement goes beyond cheering in the stands or liking a social media post—it’s about building a loyal, connected community around a team or brand . When fans fee

When I started playing Division I soccer, I never imagined that the lessons I was learning on the field would one day shape the way I approach marketing and communication. But as I’ve transitioned from being a college and professional athlete to a graduate student studying marketing—and now a graduate assistant coach—I’ve realized just how connected those worlds really are. Learning Discipline and Time Management Balancing 6 a.m. practices, full class schedules, and late-nigh