From national conference presentations to industry-driven research projects, students in Elon’s Sports Media Lab are gaining hands-on experience with major sport organizations.
In its third year, Elon University’s Sports Media Lab is building on early momentum, deepening relationships with sport industry partners and opening new pathways for student-led research and scholarship.
Founded by Associate Professor of Sport Management David Bockino, the lab was created in 2023 to give students and faculty a place to explore the intersection of sports, media and research, both academically and in applied industry settings.
“I’d been immersed in sports media research for years, and I saw the lab as an opportunity to create a place where students could join those conversations and contribute to work that’s both academically rigorous and valuable to the industry,” Bockino said.
He added that Elon’s structure naturally positions the university as a leader in this field, noting, “We’re one of the few schools in the country that houses a sport management department within a school of communications. To me, that means we should be the leader in sports media.”
In the past year, the Sports Media Lab has expanded its collaborations with the Atlantic Coast Conference, Charlotte FC and the Charlotte Checkers. These relationships have created opportunities for students and faculty to present original research, including a briefing with ACC executives in August 2024 and a research presentation for Charlotte FC in April. Assistant Professor of Sport Management Alex Traugutt also visited the Charlotte Checkers three times to present sponsorship and fan-engagement findings developed in collaboration with students Lena Gunn ’25 and Lindsay Feretti ’26.
Bockino said the mutually beneficial nature of these partnerships is central to the lab’s mission. “I want to show our partners the value of our work,” he said. “If they’re gaining something meaningful and our students are gaining something meaningful, that’s the ideal relationship.”
Students also benefited from new research tools through a recent partnership with Relo Metrics, an AI-powered sponsorship analytics platform. The collaboration opens doors for students across sport management and media analytics to integrate real-world brand exposure and sponsorship valuation research into class projects and independent studies. “It’s something we’ve never had before, and the opportunities are nearly limitless,” Bockino said.
The Sports Media Lab’s recent activity has included several high-profile student research accomplishments. Anthony Bamford ’25 presented to the ACC in 2024, and in spring 2025 he traveled with Bockino to Chicago to present their work at the International Association for Communication and Sport. Bamford and Carlos Levy ’25 also presented research at the National Conference on Undergraduate Research in Pittsburgh.
The lab celebrated two publications in the Sports Business Journal, including Bamford’s byline examining the UFC’s streaming strategy, and Bockino contributed insights to Business Insider on the rise of ad-supported sports streaming. Reflecting on the surge in student scholarship, Bockino said, “I’m trying to create a structure that’s sustainable and repeatable semester after semester.”
Looking ahead, Bockino envisions the Sports Media Lab growing into an even more central academic resource. As the sport industry increasingly relies on digital storytelling, analytics and content creation, he sees opportunities for students to explore careers that merge these areas. “Everyone, all sport organizations, are creating content. Athletes are creating their own content, right?” he said. “It would really help those students find their own home, and I think it would attract new students.”
The lab’s momentum accompanies Bockino’s latest scholarly work. His upcoming book, “Over/Under: An Unexpected History of Sports Betting,” available now for pre-order, will be published in June 2026. The book traces nearly two centuries of sports gambling in the United States and examines how wagering has shaped the rise of American sports. As with Bockino’s earlier book, “Game On,” the new title highlights Elon’s continued leadership in sports media education and research.
The Sports Media Lab is supported by the Elon Innovation Council – with funding already extended into the 2026 calendar year.
Lilly Molina ’27 contributed to this release.