The University of Colorado Boulder Athletics Creative Content & Social Media Management Internship Program stands as a beacon of opportunity for aspiring creatives in the sports industry. CU Boulder Athletics’ active partnership with Sony Electronics has helped bring the program to new heights. Now known as one of the best intern programs in the nation, the initiative fosters both technical growth with the proper Sony gear and training, and personal growth – ultimately preparing students for the dynamic world of sports media.

“CU Boulder Athletics has always excelled at storytelling, no matter the performance of the University’s teams on the field. Between the program’s leadership and their vision for the student internship program, a collaboration of this kind with Sony just made sense. Through active engagement on both sides, they’ve now realized the next level of their vision,” explains Mike DesRoches, National Account Manager – Sports, Sony Electronics. “The students and staff continue to achieve greater levels of performance and quality with their required volume of work. At the end of the day, we’re helping the students get those vital extra reps which are key for command of the toolset and, combined with the teachings within this program, meaningful career placement.”

The engaged collaboration between Sony and CU Boulder Athletics continues to help equip students for the ever-changing landscape of sports media. We recently connected with Serena Archer, the director of digital content at CU Boulder’s Department of Intercollegiate Athletics, to learn more about the program and how the partnership with Sony is helping them achieve their vision. Keep reading as she sheds light on the internship program's impact, their adoption of the Sony system and the keys to success in launching a career today.

The Importance Of Soft Skills

In today's fast-paced sports industry, having only technical skills isn’t necessarily enough. Serena Archer emphasizes the crucial role of soft skills for those aspiring to break into the field. "Especially in sports creative, one of the biggest things that we look for is soft skills," she explains. While technical skills can be taught, attributes like communication, professionalism and being a team player are indispensable. The ability to adapt to the industry's rapid news cycles and unconventional working hours is essential. "We want to enjoy the people that we work with," Archer states, highlighting the importance of being a good-hearted individual in the sports community because of the long hours and rapid pace.

Why The Internship Program Thrives

The CU Boulder Athletics Creative & Social Internship Program owes its success to a student-centered approach that prioritizes development over labor. When Archer joined three years ago, she quickly saw the need for more hands to cover all 17 sports. However, it wasn’t just about increasing numbers – it was about nurturing talent. "We really prioritize the development of the students," says Archer. Workshops with industry experts and comprehensive peer mentorship programs are part of the robust structure that supports interns. These initiatives not only equip students with technical skills but also expose them to various career paths, helping them network with professionals and alumni.

“All of our full time staff members are incredibly dedicated to helping students learn and grow during their time at CU through workshops, office hours and one-on-one creative sessions,” Archer states. “We host monthly informational seminars with industry professionals to give interns in our program a taste of multiple different areas of the industry and to give you an opportunity to jumpstart your network. We aim to give our students the experience of full-time staff while they’re still in school so they can be as prepared as possible and have a robust portfolio for whatever career they choose post-grad!”

Adopting The Sony System

The partnership with Sony and their adoption of Sony gear has transformed the CU Boulder Athletics Internship Program. Upon her arrival in 2021, Archer noticed the chaotic mix of gear from different brands, which led to inefficiencies. Partnering with Sony through the Sony Seed program changed this narrative. "We invested in a variety of bodies and lenses for our staff to use and through the seed program, Sony loaned us additional equipment for our interns to use," Archer shares, enabling consistency and quality in the tools available to interns. As a result, students handle top-tier cameras and lenses, eliminating the need for personal equipment and potential liabilities. This investment not only improves the quality of content produced but also inspires interns to invest in their creativity, with some purchasing their own Sony gear.

Preparing Interns For The Real World

Overall, the internship program at CU Boulder serves as a launchpad for careers in sports media. The program currently has 40 interns in a variety of roles including photo, video, graphic design and social media management across all of our sports. Some interns choose to focus in only one or two of those areas, and others dabble in all areas of content creation. Above all, Archer says they are looking for interns who are committed, and that like most things, you get out of it what you put into it. 

Archer notes, "Of our 21 interns that have graduated in the last three years, 11 have been placed with professional teams within six months of their graduation date." The success stories span across the NFL, NBA, MLB, NHL, and major agencies, showcasing the program's effectiveness. The peer network formed within the program is instrumental in helping interns secure jobs and internships, ensuring the influence of CU Boulder extends across the industry.

The University of Colorado Boulder Athletics Internship Program is more than just an internship, it is a comprehensive training ground that molds students into adaptable, skilled professionals ready to tackle the challenges of the sports industry. With a focus on soft skills, strategic use of Sony gear, and a commitment to student development, the program not only secures the future of its interns but also enhances the creative landscape of sports media.

See more content from UC Boulder Athletics on their YouTube Channel and at cubuffs.com.

To learn more about how to bring Sony to your school, visit alphauniverse.com/edu.