From Chicago Marathon to Blackhawks Games: How my month with Seagull Institute transformed my sports career path
By Amelia Seeholm, Student from the Global Sports Business Master at ESBS
I just wrapped up an incredible month in Chicago, thanks to Seagull Institute and our Global Sports Management Master’s program. This experience was a deep dive into the sports industry, packed with professional growth, networking, and the best of Chicago’s sports culture and attractions.
A true glance of the Sports ecosystem in the United States
Over the four weeks we spent there, we had exclusive visits to some of the top players in the sports industry: CEM, rEvolution, the Chicago Cubs, and Loyola University.
Each visit added new insights into different aspects of the industry. At CEM, we saw event management in action, learning about the planning and logistics behind major events like the Chicago Marathon. The team at rEvolution gave us an inspiring look at brand-building, showing us how sports marketing is about more than ads—it’s about creating meaningful connections with fans.
Volunteering at a Major Marathon Event
A highlight of my trip was volunteering at the 2024 Bank of America Chicago Marathon, one of the biggest sporting events in the city. Being part of such a large-scale event was a powerful lesson in teamwork and organisation. Experiencing the event from behind the scenes brought to life the event management concepts we cover in class, making them real and tangible.
A cultural visit through Chicago
When we weren’t at company visits or industry events, we explored the best of Chicago. We cheered on the Blackhawks and Bulls, explored the city’s iconic neighborhoods, and visited famous landmarks.
Chicago’s energy is truly infectious—it made each moment feel exciting and gave us a real taste of the city’s vibrant sports culture.
This month-long experience gave me a clearer view of the career paths open to me in sports management. I’m returning with new perspectives, a broader network, and a deep appreciation for the hands-on learning I experienced. A huge thanks to Seagull Institute and my school for this opportunity. This journey has left a lasting impact, one that I’ll carry forward as I grow in the sports industry.
