Delta Business Class: A Sports Business Immersion Program

ABOUT THIS ENTRY

Founded on the insight naming the lack of diversity in the front offices across professional sport, **Delta Air Lines** launched its Business Class professional sport immersion program with the intent to provide a runway for Historically Black College and University (HBCU) students to work in sports by connecting them with mentors, networking, and hands-on experience with four Delta partner NBA teams.

How does this represent "Excellence in Engagement"?

The Delta Business Class program demonstrates the power of combining insight with existing brand assets to create a meaningful, impactful experience for participants. The program helped shift the students’ perspectives about themselves, their future, and the sports industry, providing them with a platform to explore new opportunities in sports beyond traditional paths.

What makes the engagement stand out is its ability to create personal, transformative impact even without reaching vast numbers. The two-month program didn't focus on broad audience reach but instead prioritized deeply meaningful experiences for the individuals involved, resulting in lasting impressions and significant personal growth. The emotional commencement ceremony, rich with graduation traditions, further underscored the depth of engagement, allowing students to reflect on their journey and celebrate the change the program sparked within them.

The Atlanta Dream’s Renee Montgomery reinforced that HBCUs need access and opportunity because they are never lacking in talent just underfunded. The program went beyond business or industry knowledge—it helped these students see themselves and their futures in a new light, proving that excellence in engagement isn't just about quantity but quality.

Coppin State University’s Autum Brevard perfectly summarized the eight weeks, “[Delta has] given the experience of a lifetime.”

Objective

Founded on the insight that 90% of front office leadership in professional sports is non-diverse, the **Delta Business Class** program, a sports career immersion program intended to provide HBCU students with a runway to work in sports by connecting them with mentors, networking, and hands-on experience with Delta partner NBA teams: **Atlanta Hawks**, **Los Angeles Lakers**, **New York Knicks**, and** Utah Jazz**. The inaugural class included six students from four of Delta’s partner HBCUs: **Coppin State University**, **Texas Southern University**, **Morehouse College**, and **Grambling State University.**

The program had two objectives. First, aligning with Delta’s DEI mission and solidifying a commitment to boldly pursuing equity while leveraging NBA team partnerships to further drive brand power through a values-based activation. Business Class reinforced Delta’s commitment to equality by using sponsorships to unlock access to NBA partner organizations and connect HBCU students with mentorship and networking opportunities, while gaining hands-on experience designed to support career growth and readiness in the sports industry.

The second objective was to promote Delta’s social responsibility in hub selected markets. Through geo-targeted paid media opportunities, “Business Class” content launched on Delta’s social platforms and partner digital platforms. All content linked to a dedicated landing page on Delta.com.

Strategy & Execution

Delta's talent and campus recruitment and sponsorship teams confirmed participation of four HBCU schools for this program, allowing Delta to deepen its relationship with each University, while diversifying the opportunities that Delta provides to young individuals beginning their careers.

The program started with a two-day kickoff event at the Delta headquarters in Atlanta. The orientation afforded students unique experiences from taking the controls of the airline’s high-tech flight simulators to an intimate conversation with the WNBA’s first player-turned-team-owner **Renee Montgomery** of the Atlanta Dream.

Students spent two to four days with each partner team, meeting with various functions of their organization from analytics to game operations. Throughout the program, a production crew was onsite to capture video and interviews on the student experience. **Draulhaus**, a Black-owned production company that specializes in telling stories rooted in the power of diversity was brought on to bring this content to life in a way that was both cinematic and personal, ensuring it could match Delta’s premium aesthetic, showcase the student’s stories, and the impact of the program.

A comprehensive media plan across social and streaming platforms, including ESPN and The Players' Tribune was executed to drive messaging into target markets with fans.

Organizations

• Delta Air Lines
• Octagon
• Atlanta Hawks
• Utah Jazz
• Los Angeles Lakers
• New York Knicks
• Production Vendors:
• Draulhaus (ATL
• NYC
• LA
• SLC)
• The Delta Flight Museum (ATL)
• The Delta Center (SLC)
• ETA Executive Services (ATL
• NYC
• LA
• SLC)
• Legendary Events (ATL)
• Cornerstone AV (SLC)

Links

•   Website

Credits

Chase Woodfin
Manager, US Sponsorships
Delta

Quinnie Jenkins
Director, Sponsorships
Delta Air Lines

Katherine Morris
Marketing Manager, Brand Sponsorships
Delta Air Lines

Heather Hall
Manager, US Sponsorships
Delta Air Lines

Sarah Rouse
Senior Account Manager
Octagon

Sean LaGamma
Executive Producer
Octagon

Josh Patterson
Vice President, Creative Director
Octagon

Jason Sifre
Creative Director
Octagon

Melissa Johnson
Senior Producer
Octagon

Stephanie Uriostegui
Producer
Octagon

Jennifer Royka
Senior Video Editor
Octagon

Camille Argentar
Editor
Octagon

Will Butler
Senior Content Director
Octagon

Janet Smith
Vice President, Experiential
Octagon

Sallie Johnston
Account Director (Freelance)
Octagon

Anna Conklin
Sr. Experiential Manager
Octagon

Paul Sutton
Sr. Event Executive
Octagon

Will Stephenson
Director, Digital Strategy
Octagon

Ryan Scott
Digital Strategist
Octagon

Lindsay Wynalek
Senior Vice President
Octagon

Zachary Robbins
Group Director
Octagon

Evan Bowie
Senior Account Manager
Octagon

Tim Whang
Vice President, Global Partnership Activation
Atlanta Hawks & State Farm Arena

Maya Branch
Senior Manager, Global Partnerships
Atlanta Hawks & State Farm Arena

Paige Beaudoin
Vice President, Global Partnerships
Madison Square Garden Entertainment Corp

Aaron Taylor
Senior Coordinator, Global Partnerships
Madison Square Garden Entertainment Corp

Katie Freiert
Account Manager
Los Angeles Lakers

Tori Kenczka
Vice President, Corporate Partnerships
Utah Jazz

Lizzy Mollner
Senior Account Manager
Utah Jazz