Phoenix, AZ, December 19, 2025
Arizona State University’s women’s volleyball team is harnessing the skills of its business students to increase game attendance without a marketing budget. Spearheaded by Coach JJ Van Niel, this initiative aims to engage the student community and contribute to the local economy. By employing grassroots marketing tactics, student-led campaigns have successfully attracted large crowds to volleyball matches, showcasing both the team’s potential and the economic impact athletics can have on the region.
Phoenix, AZ —
ASU Volleyball’s Innovative Marketing Drive Ignites Student Engagement and Local Economy
Arizona State University’s women’s volleyball program is demonstrating a powerful blend of entrepreneurial spirit and academic innovation, leveraging the talents of its own business students to significantly boost game attendance with a zero-dollar marketing budget. This collaborative effort not only provides invaluable real-world experience for future business leaders but also underscores the broader, substantial economic contributions of university athletics to the Phoenix metropolitan area and the state of Arizona.
This unique initiative, championed by ASU women’s volleyball coach JJ Van Niel, a former business student himself, exemplifies a proactive approach to resourcefulness within collegiate sports. His vision, to empower students from the W. P. Carey School of Business with the responsibility of marketing a top-tier athletic program, has yielded impressive results in fostering community engagement and enhancing the game-day experience.
Student Initiative Fuels Game Day Success
The genesis of this impactful partnership traces back to Coach Van Niel’s own undergraduate experience, where hands-on learning proved transformative. Recognizing the potential for a similar “skin in the game” approach, Van Niel reached out to Daniel McIntosh, faculty director of the sports business program within the W. P. Carey School of Business. The resulting collaboration tasks students from three sports business capstone courses with crafting and executing marketing strategies to draw crowds to volleyball and baseball games, all without direct funding.
The student-led campaigns have demonstrated remarkable efficacy. In 2022, their efforts contributed to a volleyball match against the University of Kansas drawing an impressive 4,179 fans. More recently, the program celebrated a significant milestone when a volleyball contest against the University of Arizona attracted 7,703 spectators, marking the largest crowd for an Arizona State University volleyball match in 12 years. Student attendance records for ASU baseball have also been broken in consecutive games, partly due to these innovative marketing endeavors. These successes are a testament to the students’ initiative and their ability to apply classroom knowledge in a competitive, real-world setting.
Grassroots Strategies and Real-World Learning
The marketing students employ a variety of grassroots tactics, including targeted social media campaigns, word-of-mouth promotion, outreach to campus clubs and organizations, and distributing flyers across the university. A crucial learning for the student marketers has been the immediacy required in collegiate event promotion; efforts closer to the game day prove more effective than those planned weeks in advance, reflecting the dynamic nature of student schedules.
Bill Kennedy, associate athletic director for student engagement, emphasized the dual benefits of this program, highlighting the practical experience gained by students in marketing and game activations, alongside the increased attendance and vibrant energy it brings to Sun Devil Athletics (SDA) events. Daniel McIntosh echoed this sentiment, acknowledging the significant trust placed in the W. P. Carey School of Business program by Sun Devil Athletics, entrusting them with marketing one of their marquee events. The program is set to expand in Spring 2026, with students taking on marketing responsibilities for gymnastics meets and women’s basketball games, further broadening their impact and learning opportunities. This commitment to student-driven success underscores a belief in empowering the next generation of business leaders.
Broader Economic Engine: Arizona State University Athletics
The success of individual programs like Arizona State volleyball, amplified by innovative marketing strategies, contributes to a much larger economic narrative for the region. Sun Devil Athletics collectively delivers a substantial $99.5 million total economic impact on Arizona’s gross domestic product. This impressive figure showcases the significant financial force of Arizona State University athletics beyond just the marquee football program.
Excluding football, other ticketed Olympic sports alone contributed nearly $45 million to the state’s GDP in the past year. This economic ripple effect extends throughout Tempe and Maricopa County, directly benefiting local businesses, including restaurants, hotels, and retail establishments through increased tourism and local spending. This demonstrates how strategic investments in university programs foster responsible growth for the entire community.
Cultivating Entrepreneurship and Innovation
The W. P. Carey School of Business actively fosters an environment of entrepreneurship and practical application, a philosophy evident in the collaborative marketing efforts for ASU sports. The Department of Marketing within the school is recognized for its experiential learning opportunities and robust industry partnerships, ensuring students are well-prepared for diverse careers. This focus on real-world engagement aligns with Arizona State University’s broader commitment to innovation, a characteristic that extends to supporting its student-athletes in entrepreneurial pursuits.
Beyond game-day marketing, Arizona State University has proactively embraced the evolving landscape of Name, Image, and Likeness (NIL) opportunities. Through initiatives like the Student Athlete Venture Studio, launched in partnership with GoDaddy, ASU provides resources, mentorship, and digital branding tools to help student-athletes develop, launch, and grow their own business ventures. This forward-thinking approach empowers student-athletes to cultivate entrepreneurial skills and build lasting brands, fostering personal perseverance and free-market growth even before their athletic careers conclude. Such programs reflect a commitment to equipping students with the tools to succeed in a competitive economic landscape.
Community Strength Through Sports
The partnership between Arizona State University athletics and its business students serves as a powerful illustration of community strength and self-reliance. By tapping into internal talent and fostering an environment of practical application, ASU not only elevates its athletic programs but also provides its students with unparalleled developmental opportunities. This model of internal collaboration for growth can inspire other local institutions to explore similar synergies, reinforcing the value of competition and responsible development within our educational and economic ecosystems. Supporting these Arizona State University athletics initiatives, whether through attendance or acknowledging the broader economic impact, contributes directly to the vibrancy of Phoenix AZ sports and the state’s overall prosperity.
FAQ Section
Q: Who initiated the collaboration between Arizona State volleyball and business students?
A: Arizona State University women’s volleyball coach JJ Van Niel initiated the collaboration.
Q: Which academic department at ASU is involved in this marketing initiative?
A: The sports business program in the W. P. Carey School of Business at Arizona State University is involved.
Q: What is the budget for the student-led marketing campaigns?
A: The student-led marketing campaigns operate with a zero-dollar budget.
Q: How successful have these student marketing efforts been for ASU volleyball?
A: A volleyball match against the University of Kansas drew 4,179 fans in 2022, and a recent match against the University of Arizona drew 7,703 fans, the program’s biggest crowd in 12 years.
Q: Will this marketing collaboration extend to other sports?
A: Yes, in the spring 2026 semester, students will also help market and promote gymnastics meets and women’s basketball games.
Q: What is the total economic impact of Sun Devil Athletics on Arizona’s gross domestic product?
A: Sun Devil Athletics has a $99.5 million total economic impact on Arizona’s gross domestic product.
Q: How much did ASU’s Olympic sports (excluding football) contribute to the state GDP last year?
A: Excluding football, ASU’s other ticketed Olympic sports teams contributed nearly $45 million to the state GDP last year.
FAQ Schema
Arizona State University Athletics & Business Collaboration Highlights
| Category | Detail | Scope |
|---|---|---|
| Volleyball Marketing Budget | Zero-dollar | University-level |
| Largest Volleyball Attendance (vs. UA) | 7,703 fans (biggest in 12 years) | University-level |
| Total Economic Impact (Sun Devil Athletics) | $99.5 million on state GDP | State-level |
| Economic Impact (Olympic Sports, excluding football) | Nearly $45 million on state GDP | State-level |
| Future Marketing Expansion | Gymnastics, Women’s Basketball (Spring 2026) | University-level |
| Key Collaborators | Coach JJ Van Niel, W. P. Carey School of Business students, Daniel McIntosh | University-level |
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