The Mullin Award is presented by

 
 


Throughout his illustrious career as a sport marketing practitioner, Dr. Bernie Mullin has demonstrated an unwavering commitment to education and providing opportunities for the next generation of sport marketers. This award exemplifies the very spirit of Dr. Bernie Mullin by recognizing sport organizations that have similarly demonstrated an exemplary commitment to sport marketing education.

2024 Mullin Award Winner:

 
 

in partnership with 20+
sport management programs
around the world

About The Collective® Think Tank

Launched 5 years ago by Wasserman, The Collective® Think Tank has been a pioneering force in promoting gender parity and diversity in sports. This initiative brings together over 23 colleges and universities globally to conduct research and share insights on critical issues. The Think Tank's model of collaboration has impacted hundreds of students and embodies the vision of bridging industry and education.

Educational Impact

The Collective® has integrated over 34 live client projects into classrooms, providing students with real-world experience. Notable projects include:

  • University of South Florida & F1 Academy: Students developed commercial models and data generation ideas for the women’s global motorsport league, presenting their work in London.

  • Ohio University: Students created marketing campaigns for women’s sports teams to attract new audiences.

  • Brock University & WRK: Students designed a new ambassador position to encourage diversity and inclusion.

These projects, among others, highlight the Think Tank's role in advancing practical experiences for students and informing the industry of untapped academic resources.

Experiential Opportunities

The Collective® Think Tank connects faculty with live clients, offering students practical, real-world experiences. Wasserman representatives participate as evaluators or guest judges for student projects, providing valuable industry feedback. Additionally, a preferred internship process for Think Tank students has led to over 20 internships at Wasserman, with external internships also funded.

Research Contributions

The Think Tank excels in thought leadership on gender parity and diversity in sports. Key research projects for 2024 include:

  • IsoFans and Fan Behaviors: Research across WNBA, NWSL, and PWHL.

  • Women F1 Fans: Understanding fan behaviors in the F1 Academy.

  • Systemic Issues in NCAA: Investigating hiring and retention of women.

The Think Tank also facilitates workshops to help faculty and students translate research into industry-relevant op-eds and whitepapers, contributing to publications like Sports Business Journal and Human Kinetics Journal.

Networking and Collaboration

The Collective® fosters a collaborative environment for faculty and students. Monthly calls and industry events, such as the Women Leaders in Sport conference, provide networking opportunities. The Collective® Next Gen program offers virtual networking, guest speakers, and peer-to-peer mentorship for women in sport business.

Conclusion

The Collective® Think Tank's innovative approach and significant contributions to education, research, and industry collaboration make it a deserving nominee for the Mullin Award. The Think Tank's efforts have created invaluable experiences for students and industry professionals alike, exemplifying the spirit of the award.

For more information about The Collective® and their impact, please visit here.

Think Tank Member Schools

  • George Mason University

  • James Madison University

  • Brock University

  • Ohio University

  • University of Las Vegas Nevada

  • New York University

  • University of Guelph

  • University of Oregon

  • University of Indianapolis

  • Suffolk University

  • Texas Southern University

  • University of Louisville

  • George Washington University

  • University of South Florida

  • Ithaca College

  • University of Guelph

  • North Carolina State

  • University of North Carolina

  • UMass Amherst

  • Loughborough University

  • St. Gallen University

  • University of Southern California

 

Award Description

One of the goals of SMA is to bridge the gap between sport industry and the academy. The purpose of the Mullin Award is to recognize a sport marketing practitioner or organization which has partnered with an academic program of an SMA member in a way which provides students with unique and exceptional educational opportunity, helping connect them to the sport industry and move their career. This award honors an individual or organization which has made exceptional contributions in one or more of the following areas:

  1. Education: Brings real world sport marketing experience into the sport marketing classroom and education (e.g., teaching seminars, classes, writing case studies or textbook chapters, etc.)

  2. Experiential Opportunities: Offers experience-based opportunities for the next generation of sport marketing practitioners (e.g., experiential learning, volunteer, internships, or graduate assistantship opportunities)

  3. Research: Contributions in sport marketing research (e.g., collaborative work with sport marketing faculty on marketing based research projects)

  4. Networking: Excellence in connecting students with industry professionals (e.g., utilizes its own resources to create a symbiotic relationship between industry and students via networking opportunities, job fairs, etc.)

Qualifications

Any marketing professional or sport organization having a strong relationship with a university where SMA members work is eligible to be nominated for the Mullin Award.

Nominations

Nominations for the Mullin Award should be submitted no later than June 1, 2024. Submissions can be made by current SMA members. To nominate, SMA members should submit a document (4 pages single space maximum) outlining the history and collaboration between nominee and the academic program. This letter should describe the relationship as well as projects or collaborations conducted between the nominee and students. Nomination letters should provide details of positive outcomes stemming from the collaborative effort. Nomination letters are not required to, but may include material that reflect partnership such as sample projects, portfolios, websites, photos, or videos. 

Nominees who do not receive the Mullin Award will be considered for two (2) years after their first nomination. Past nominees will be asked by a member of the SMA Awards Committee if they wish to be considered again and, asked if they wish to re-submit updated materials.

Nominations should be submitted as one PDF file to Dr. Rebecca Achen, Member at Large for the SMA, at rachen@pacific.edu.  

Selection

Members from the SMA Awards Committee will evaluate the nominees based on the criteria listed above. The committee's Chair will notify the SMA Executive Board of their recommendation no later than August. The selection will then be voted on and approved by the SMA Executive Board. Upon approval, the SMA award winner will be notified of their selection. The annual Mullin Award will be formally presented during the Awards Banquet at the 2024 SMA Conference in St. Louis. The awardee(s) will have the option to present the partnership during the academic program of the annual conference. 

Mullin Award Winners

2024 - The Collective® Think Tank
2023 - PGA TOUR and the University of North Florida
2022 - ACC and University of North Carolina at Chapel Hill
2021 - VCU Athletics and VCU Center for Sport Leadership
2020 - Octagan and University of Massachusetts Amherst
2019 - San Francisco Giants and University of San Francisco
2018 - Tampa Bay Lightning and University or South Florida
2017 - The Aspire Group (inaugural award)