Beyond the Game: The Coca-Cola Company Helps Boys & Girls Club Teens Score Big in the Business of Sports at the 2024 NCAA Final Fours

Imagine stepping onto the court at the NCAA Women’s Final Four — not as an athlete — but as a key player behind the scenes. That’s exactly what happened for a group of teens from Boys & Girls Clubs of Northeast Ohio’s East Tech Teen Center, thanks to a workforce readiness partnership with The Coca-Cola Company. Club teens went beyond buzzer-beaters and slam dunks to get a glimpse into the vast world of careers that bring major sporting events like the NCAA Women’s Final Four to life.

To kick off the program, more than 200 Club teens from the Cleveland area joined a virtual learning session hosted by Boys & Girls Club alumna and former professional basketball star, Swin Cash. The session featured presentations from Coca-Cola’s sports marketing team, the NCAA, and the Greater Cleveland Sports Commission on the intricate planning, marketing strategies and local logistics required to transform Cleveland into the 2024 host for the NCAA’s Women’s Final Four. Club teens also gained insights on the Final Four’s economic impact on local businesses, explored the various roles needed to orchestrate such a large event, and delved into the exciting world of in-game entertainment.

A Peek Behind the Curtain to Learn and Create

The program wasn’t just about lectures and presentations. One of the most exciting aspects involved the teens taking an active role in crafting their own vision for in-game entertainment.

“I grew up playing sports,” said Katie Postich, Director of Sports Marketing, The Coca-Cola Company. “I knew I wanted to be involved but I really enjoyed the idea of being behind the scenes…impacting the fans’ experience during the game.” As a national and founding partner of Boys & Girls Clubs of America’s life and workforce readiness programs, The Coca-Cola Company’s support provides Club youth with amazing career exploration opportunities, work-based learning experiences, and the chance to discover that a career in sports can be more than game play.

By mid-March, Club teens worked in teams to brainstorm ideas, collaborate and pitch their concepts for in-game entertainment to a panel of judges at the NCAA. The winning team wouldn’t just see the Final Four; they’d be a part of it! Club youth would get to see their vision come to life during the Super Saturday practice. This hands-on experience allowed teens to translate their ideas into reality and fostered valuable skills of teamwork, communication and critical thinking.

Witnessing the Magic Unfold from Idea to Reality

“We decided to blend all four ideas into one epic idea and bring that to life on Saturday. Even better [was] that the teens themselves got out on the court and participate in the challenge themselves,” said Postich.

Over 10,000 fans in the stands got to experience the winning in-game entertainment moment, a testament to the talent and dedication of these young minds.

“Saturday’s Championship Open Practice in-game extravaganza featured thrilling dribbling contests and the comical spectacle of Cocky the mascot doling out pies in the face,” said Carla Deegan, Senior Director of Community Marketing at The Coca-Cola Company. “We were all super excited about the opportunity and the program that we put together. These youth brought curiosity and talent, making them a remarkable group for our workforce readiness experience and key message: you don’t have to be an athlete to work in sports.”

A Lasting Impact in Cleveland and Beyond

This story isn’t unique to Cleveland and the Women’s Final Four. In Phoenix during the Men’s Final Four, Swire Coca-Cola Bottling partnered with the Phoenix Suns to host a Sprite “Buckets and Beats” event at Boys & Girls Clubs of the Valley’s I.G. Homes branch. This basketball-themed event not only offered teens a chance to meet Suns shooting guard Josh Okogie and learn about careers in sports, but also resulted in a generous $30,000 donation to the Boys & Girls Clubs of the Valley to support their life and workforce readiness programs.

The Coca-Cola Company’s partnership with Boys & Girls Clubs of America during the NCAA Final Fours wasn’t just about basketball. It was about opportunity, exploration, and empowering young people to discover the vast possibilities that exist beyond the court. It’s a story that goes far beyond the final buzzer, opening doors to new possibilities and the potential that lies within every young person.

The Coca-Cola Company has been a proud partner to Boys & Girls Clubs of America for more than 75 years. Through the organization’s ongoing support of The Workforce Readiness Strategy and Boys & Girls Clubs of America programs like Roadmap to Careers, Club kids and teens are both inspired and equipped to dream and achieve success in their future careers and endeavors.

Get Involved

Join us in empowering Boys & Girls Club youth to achieve their full potential. Together, we can help young people find their passion, develop their skills and become the future leaders and innovators of tomorrow.