Each fall, the University of Michigan becomes the main stage for the sports business world. The Michigan Sport Business Conference (MSBC) is the largest student-run event of its kind in the country, drawing more than 1,000 students, professionals, and industry leaders for a full day of panels, keynotes, and networking.
What makes the MSBC remarkable isn’t just the size or star power – it’s the fact that every detail is organized and executed by students! Since its founding in 2012 by Sport Management majors Dustin Cairo and David Herman, MSBC has grown into a nationally recognized stage for the future of the sports industry. This year’s conference, taking place on Friday, October 17, is centered around the theme “Disrupting the Game” and led by Co-Presidents Adam Helstein and Carver Messick, alongside executive team members Matthew Gorski (Chief Operating Officer), Sarah Arevalo (Chief Brand Officer), and Jackson Zawacki (Chief People Officer).
Students at the Helm
For the students involved, MSBC is much more than an event – it’s hands-on experience running a business, event planning, marketing, and more.
Brynn Stein, a senior at the University of Michigan studying Sport Management, serves as the MSBC Media Relations Account Manager on the Partnerships Team. “In this role, I manage media relationships that contribute to the conference and help secure partnerships for marketing, recruiting booths, and panel sponsorships.”
Stein works under Vice President of Partnerships Dale Frank, and together they focus on ensuring partners feel genuinely connected to MSBC’s mission. “A key part of my role is shaping how we present MSBC to partners,” she explained. “This experience has given me the opportunity to build meaningful relationships while also learning how to sell the conference with professionalism.”
That professionalism is no accident. From partnerships to logistics, every moving piece is handled by students who treat the conference like a business.
The Year-Round Grind
Planning for MSBC begins as soon as the last conference ends. The team reflects on what worked (or didn’t) and goes from there, recruiting new leaders, and then laying the groundwork for the following year. After winter break, speaker outreach and partnership development are in full swing.
This year, the Speakers Team, led by Anirudh Devara and Tea Maltzman, has secured an impressive lineup including CC Sabathia (MLB Hall of Famer), Larry Freedman (Co-President and Owner of LAFC), and Amy Hopfinger (Chief Business & Strategy Officer for the FIFA World Cup 2026). Meanwhile, the Partnerships Team – Stein, Frank, and a roster of other students – has been working year-round to secure sponsors, recruiters, and marketing partners.
Beyond those two pillars, additional teams operate year-round to focus on marketing, branding, event planning, and culture, ensuring the MSBC experience is seamless from start to finish. As October approaches, attention shifts to final logistics, from venue setup to ensuring speakers and partners feel taken care of.
“Every aspect, from partnerships and media outreach to event planning and execution, is driven by students,” Stein said. “It gives us the opportunity to take on real responsibility and see the results of our work come to life.”
More Than Just an Event
For Stein and her peers, the impact of MSBC extends far beyond the event itself or her time on campus.
“MSBC has been one of the most influential parts of my college experience, both personally and professionally,” she reflected. “It pushed me outside of my comfort zone, whether that meant reaching out to company representatives or taking ownership of different accounts. These experiences gave me confidence in my ability to communicate with professionals and adapt to fast-moving environments.”
The lessons translate directly to her internships and career goals. “MSBC has really shown me that students are capable of creating something real and impactful, and I am excited to carry this mindset with me as I take the next steps in my career,” she added.
Lessons for Future Leaders
MSBC has become a model for what student-driven initiatives can achieve, and Stein offered advice for anyone looking to start something similar.
“My biggest piece of advice is to treat your mission like a business from day one,” she said. “MSBC has been successful because students are given ownership and held to high expectations. Each facet of the club should create a culture that allows the event to naturally grow in credibility and impact.”
She also pointed to the importance of relationships: “MSBC thrives because of the connections we’ve built with industry leaders, alumni, and one another as teammates. Don’t be afraid to reach out as many professionals are excited to support students who show passion and drive.”
Above all, composure and patience matter. She stated that it’s easy to get caught up in the size of the vision, but starting small and focusing on consistency has been key to sustaining the club.
“The success of MSBC certainly didn’t happen overnight; it’s the product of more than a decade of student leaders pushing the conference forward. Start small, focus on consistency, and approach it with passion. That’s what will make you a difference maker.”
Tickets for the 2025 MSBC are available now.
