ESU Junior Works Super Bowl LIX Through Alumna-Led Company

Maddie Lamb, a junior sport management and communications major with a concentration in public relations at East Stroudsburg University, had always heard the same message in her classes: to succeed in the sports media industry, networking is key.

A native of Long Valley, N.J., and midfielder on the ESU women’s soccer team, Lamb knew that devoting the necessary time to academics and athletics made it harder to follow that advice and seize opportunities to grow her professional experiences. That’s why, when the chance arose to attend Super Bowl LIX in San Francisco in February through LivingSport, she decided to step out of her comfort zone.

“You miss 100 percent of the shots you don’t take,” Lamb said, echoing the advice her mother would share with her growing up.

LivingSport, founded by ESU alumna Alicia Marinelli, uses sports as a catalyst for students like Lamb to gain real-world experience. Marinelli earned her master’s degree in sport management from ESU and has remained deeply connected to her alma mater by serving as a member of the university’s Alumni Advisory Board.

When Lamb first arrived in San Francisco, the initial days of her experience were filled with workshops and networking sessions. Industry professionals led discussions and actively engaged students, reinforcing lessons she had heard since her first sport management class.

As part of the digital media team, Lamb practiced interviewing guest speakers, recording podcast segments and producing news-style reports. One session that resonated with Lamb featured Chicago Cubs play-by-play broadcaster Alex Cohen, who emphasized the importance of reviewing mistakes to improve — advice that struck a chord with Lamb as an athlete accustomed to watching game film.

“Even though watching myself mess up might make me cringe, it’s what you have to do to grow and get better,” she said.

By midweek, students were split into interest groups and sent across the city for hands-on experience. First, Lamb helped market QB54, a backyard sports game that had appeared on Shark Tank, filming content and engaging fans — quickly learning that energy and enthusiasm can directly influence a brand’s success.

At a Lumify event later in the week, she helped set up merchandise and bag charm stations flown in from Miami and later assisted influencers customizing beaded purse charms. Both events illustrated how detailed planning and teamwork bring an event to life from start to finish, Lamb said.

Finally, on Super Bowl Sunday, Lamb’s day began at 9 a.m. inside the stadium, where she worked in break room management alongside fan services staff. Stationed on the service level near the New England Patriots tunnel, she could feel the energy building long before kickoff, she said.

“Being that close to the action was unforgettable,” she said.

In a leadership role, she managed security members’ lunch distribution, stocked refreshments, and ensured operations ran smoothly until her shift ended that evening.

The opportunity, she said, was about more than adding a line to her résumé — it was about how she could articulate to future employers why the experience made her better.

With a U.S. Open internship in New York on the horizon this summer and plans to graduate in spring 2027, Lamb is focused on pursuing a sports career in public or community relations.

“This was a career-changing experience,” she said. “As someone looking to get my foot in the door, I was able to network myself, meet new connections and gain professional experience that will help me further my future in the sports industry.”

Learn more about ESU’s sport management and communication programs.

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