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Earlier this year, a team of three Global Business and Digital Arts students participated in the Maple Leaf Sports & Entertainment (MLSE) Case Competition, placing among the top 3 finalists. This annual competition aims to match one of MLSE’s sports properties with a brand to create a mutually beneficial partnership proposal.  

The GBDA team, consisting of Austin Jack, Galen Woodburn and Ryan Lott, was tasked with the creative challenge of designing in-venue activations and advertising sponsorship deals to showcase both brands.  

The team’s combination of business acumen and design skills is what helped it be successful. By incorporating the knowledge gained in their GBDA courses and prior related experiences, the team could think through the problem effectively from a design thinking lens.  

Galen notes that “GBDA is a really exciting program that teaches you a variety of skills […] from creative design to business and marketing, which is something that we were able to use throughout the competition.”  

Ryan added that meeting with MLSE executives was “really good for networking and connections.” Additionally, Austin appreciates the experience of working with elite sports teams like Toronto Raptors: “having that experience with the MLSE competition was really unique.”  

Congratulations, Austin, Galen and Ryan, on this accomplishment! 

Watch the full video below to learn more about the MLSE Case Competition and the team’s reflections.