AGED 539 Internship Report: Cal Poly Rodeo Media and Marketing

Author

• Anna Grace DurhamFollow

College

College of Agriculture, Food and Environmental Sciences

Department

Agricultural Education and Communication Department

Degree Name

Master of Agricultural Education

Date

6-2026

Advisor

Ben Swan

Abstract

This internship report examines the role of media and marketing within the Cal Poly Rodeo Program and highlights the integration of leadership, athlete development, and strategic communications in a collegiate athletics setting. Serving as the Media Manager for Cal Poly Rodeo, the internship focused on strengthening the program's digital presence, enhancing brand identity, and increasing community engagement, particularly surrounding the 2026 Poly Royal Rodeo. Through collaboration with University Administrators, the Officer Team, sponsors, and external media partners, comprehensive marketing campaigns were developed and implemented, resulting in significant increases in social media reach, audience engagement, and ticket sales. The project included restructuring the Media Team, developing promotional content and sponsorship assets, coordinating media coverage, and overseeing branding initiatives that contributed to the sale of over 30,000 Poly Royal tickets.

Additionally, this report demonstrates how the Cal Poly Rodeo Program aligns with the National Standards for Sport Coaches through its emphasis on athlete-centered development, leadership, safety, inclusion, and experiential learning. The program's "Learn by Doing" philosophy provides student-athletes with opportunities to develop technical rodeo skills while gaining practical experience in event management, communication, and professional growth. The internship experience reinforced the importance of strategic communication, collaboration, and servant leadership in collegiate athletics and contributed to the continued growth and national visibility of the Cal Poly Rodeo Program. Overall, the internship provided valuable professional experience in sports marketing and management while supporting the long-term mission and success of one of the nation's premier collegiate rodeo programs.