Hosted by Data Nexus from April 9–13 and open to students across the university, the annual competition challenges participants to analyze complex datasets and present actionable insights. This year’s case centered on sport sponsorship media value across major leagues, asking students to recommend how a financial services brand should allocate its sponsorship budget to maximize exposure, audience reach and return on investment.

Working with proprietary data provided by Relo Metrics, a leading sports analytics firm, students evaluated sponsorship performance across leagues, including Formula 1, Major League Baseball, the National Basketball Association, the National Hockey League, the National Football League and NCAA Division I football. The collaboration was supported by Elon alumnus Ryan Meizinger ’17, director of insights and strategic services at Relo Metrics, who supplied the dataset and offered students an industry-informed overview of the current sport sponsorship landscape.

Two sport management teams stood out among the competition.

One team – Maddy Baird, a sport management and data analytics major; Skylar Cook, a sport management major; and Shelby Keel, a sport management and media analytics major – earned honors for Best Pitch and Best Data Visualization.

A second team – Seth Cushinsky, a sport management and statistics major; Oliver Jaffe and Colin Chisholm, both sport management and data analytics majors; and Amelia Weaver, a sport management and media analytics major – was recognized for Best Use of an External Source.

“Through this year’s Data Challenge, sport management students gained a deeper understanding of how data informs strategic decision-making in the context of sport sponsorship,” said Young Do Kim, associate professor of sport management. “They developed analytical modeling skills, evaluated key performance metrics and learned how to translate complex data into clear, actionable insights.”

Participants analyzed a range of sponsorship variables – including exposures, impressions, engagement and placement types such as courtside signage, uniforms and broadcast-visible branding – to assess how different strategies contribute to overall media value.

“The Department of Sport Management continues to demonstrate its commitment to data competencies by equipping students with the analytical skills needed to succeed in today’s evolving sport industry,” Kim said.

Sport management students engage in data-intensive courses such as sport finance, applied sport analytics, and sport data and research, while also competing in events like DataFest, the SMT Data Challenge and other national analytics competitions.

• A Forum to Discuss Gerrymandering | Monday Sept. 22,Ěý 4:30-5:30 | Duke 203 (Duke Commons)
• The Indigenous Perspective Praxis: Holistic Data Science Workflow Designs for Building Community Partnerships, Education and Citizen Engagement.” | Sept. 23, 4:30-5:30pm | LaRose Student Commons 200. This is a general audience talk! We welcome all to attend.
• AI Prompting, Cultural Bias, and Digital Twins” | September 24, 4:30-5:30pm | KOBC 354.

Dr. Robertson will also be hosting forums for COR 1100 on Monday and Wednesday during the week of his visit. If you have any questions please feel free to contact the Director of Data Nexus, Crista Arangala at ccoles@elon.edu.

The sport management and strategic communications double major spent hours fine-tuning prompts, reworking descriptions, and pushing AI tools to align with her concept for the Creative AI + Data Image Contest at 51±¬ÁĎÍř’s Datafest 2025. Her persistence paid off when her AI-generated artwork, “Where Acorns Become Oaks,” was selected as the contest winner.

“The AI system I used to generate the images required very specific and intentional language to accurately depict what I had in mind,” said Winslow, a Cherry Hill, New Jersey, native. “Even with detailed descriptions, the AI didn’t always cooperate. It would sometimes add or remove elements I hadn’t mentioned. It took a lot of patience and trial and error, but after going back and forth with the system, I was able to create an end result I’m really proud of.”

The contest challenged students to represent 51±¬ÁĎÍř through AI-generated visuals, drawing inspiration from the institution’s alma mater. Judges found that Winslow’s design effectively captured the prompt through symbolic imagery — oak leaves, acorns, and students discovering a community in which they can grow.

“A major part of Elon’s identity is its deep connection to nature, which I showcased through visual details like leaves, acorns and natural scenery,” she said. “I was especially drawn to the imagery of students picking an acorn against a backdrop of towering oaks.”

Her ability to navigate the complexities of AI didn’t come out of nowhere. Winslow had already worked with image-generation tools in the past, building a foundation that gave her the confidence to take on the contest’s creative challenge.

“I had previously experimented with generating images using various AI tools, but through this competition, I was able to deepen my understanding and push creative boundaries,” she said.

Young Do Kim, associate professor of sport management, encouraged Winslow to participate in the contest, knowing she had previous experience with AI-generated content. And he wasn’t surprised to see the sophomore garner praise.

“Lauren represented the School of Communications very well, and I am immensely proud of her creativity and hard work to use and leverage AI,” he said.

Winslow encourages her fellow students to also embrace digital tools, but to be patient when doing so.

“Becoming skilled at leveraging AI takes practice,” she said. “It shouldn’t be a tool you’re afraid to embrace. When used thoughtfully, AI has the power to elevate your creativity. That said, it’s important to recognize when its use is appropriate for the setting. Whenever you incorporate AI into your work, transparency is key. Make sure to always acknowledge where your digital creation originated.”

Winslow’s reflection on her artwork

Where Acorns Become Oaks

This artwork draws deeply from the spirit of 51±¬ÁĎÍř’s alma mater, weaving themes of reverence, growth, and enduring community into a symbolic emblem of place and purpose. The hands reaching gently into a basket of acorns represent the promise and potential nurtured beneath Elon’s storied oaks. Above, the academic building, set upon a gentle rise, stands beneath the vast Carolina blue sky, echoing the “halls of learning” that invite students toward wisdom and service.

Framed by a border of oak leaves and acorns, the image honors the university’s name and the strength found in both its natural landscape and academic mission. At its heart, this piece reflects the belief that Elon is a home for all who seek to grow with integrity, purpose, and belonging.

The university’s Data Nexus hosted DataFest from April 10-14 with a variety of events and programs, including a two-part music and data workshop, hack-a-thon and alumni networking event, AI and scholarship panel, and a keynote titled “AI’s Music Problem and Music’s AI Problem,” featuring Christopher White, associate professor of music theory at UMASS Amherst.

•  featuring Dr. Christopher White, associate professor of music theory at UMASS Amherst.
• Hack-a-thon and Alumni Networking Event, Founders Hall Atrium, Friday April 11 at 5:30 p.m.

Squire’s award-winning research into complex socio-technical issues such as extremist group membership and financing has been featured in numerous media publications including Wired, NPR, The New York Times and CNN.

The event will be held Feb. 13 from 4:30 to 5:30 p.m. in LaRose Student Commons 200.

Sport management majors Ryan Harper ’25, Tess Hawthorne ’25, and Cierra Hopson ’25 have set a new benchmark for academic achievement as the first 51±¬ÁĎÍř students to earn the prestigious Advanced Data Competency Badge from Data Nexus. This accolade highlights their exceptional ability to harness the power of data for decision-making, a critical asset in today’s fast-paced, data-driven world.

In addition to excelling in data intensive designated courses, the three students have leveraged their skills in co-curricular activities, including undergraduate research and case study competitions at national academic conferences.

“Data informs nearly every decision in the world of sports, so proficiency in organizing, visualizing, and analyzing data is invaluable,” said Harper, a sport management and media analytics double major. “Whether it’s analyzing several years’ worth of NFL plays in the R programming language or using Square point-of-sale data to inform real-time decision making for stadium operations, I’ve been able to garner crucial insights.”

Hopson noted her exposure to various data analysis tools has been instrumental in her success in the Sport Marketing Case Study Competition and her research on coaching styles and their impact on athletes. “Collecting, analyzing, interpreting, and communicating results to draw conclusions and enhance decision-making is vital in any industry,” she said.

Crista Arangala, director of Data Nexus and professor of mathematics, emphasized the significant value students gain by working toward – and earning – the Advanced Data Competency Badge. This achievement will set them apart as they enter the workforce.

“Preparing to apply for the Advanced Data Competency Badge helps students tell their data story,” Arangala said. “Employers don’t just want to hear what tools or skills a student has acquired; they want to hear about a student’s passions and how knowledge was applied to real world situations. By applying for the Advanced Data Competency Badge, students both highlight what they have accomplished on their data intensive academic journey and articulate the value of their curricular and co-curricular data experiences.”

Young Do Kim, associate professor of sport management, highlighted that sport management majors are well-equipped to work with data, thanks to the Department of Sport Management’s strong emphasis on data-driven learning.

The department’s Sport Data and Research course and Sport Finance course, both designated as advanced intensive offerings, are required for all sport management majors. Beyond these data intensive courses, students are encouraged to participate in co-curricular data experiences. These opportunities include participation in ,Ěý , , and involvement in the Sports Media Lab.

Hawthorne, a sport management and marketing double major, explained that she has further developed her data analysis and presentation skills through the university’s diverse learning experiences. These opportunities have allowed her to examine the impact of athlete endorsements on sports brands, analyze consumer perceptions of a unique sports drink brand, and explore NBA scoring trends using Excel modeling.

“These experiences have provided me with a deep understanding of how data informs decision-making and have prepared me to excel in the data-driven sports industry,” she said.

ADCB Criteria

Earning the Advanced Data Competency Badge requires meeting the following four criteria (the official guidelines for the Advanced Data Competency Badge can be found here):

1. Complete three Data Intensive Designated courses from at least two different disciplines.
2. Participate/engage in two unique co-curricular data experiences.
3. Submit a 90-second reflective video demonstrating how both curricular and co-curricular experiences have enhanced advanced data proficiency. The video should also highlight specific data examples, sample assignments, and sample projects that align with the Student Learning Outcomes (SLOs) of the Data Intensive Designated Courses.
4. Take part in a one-hour group discussion to reflect on and share key takeaways from learning experiences.

The Advanced Data Competency Badge is a digital credential offered by 51±¬ÁĎÍř. The badge includes metadata verifying the earning criteria, the issuing date, and the skills covered. Recipients can showcase the badge on various platforms including LinkedIn, websites, email signatures, Twitter/X, Facebook, resumes, and more.

The first event, on Oct. 31 from, 4:30 p.m. to 5:30 p.m., will be a panel focused on creating data portfolios. Panelists include Stephen Morris ’11 (Amazon Web Services), Lee Rainie,Ěýdirector of Elon’s Imagining the Digital Future Center and Ellie Najewicz (IBM). The event will be in Founders Hall Atrium and snacks will be provided and there will be a Halloween treat bag give away. Feel free to wear your Halloween costume to the event.

Morris will also give advice on interviewing for a data-focused internship or job on Nov. 1 from 9:30 a.m. to 10:30 a.m. in East Commons 102.

Despite the increasing nationalization of American politics, it is the behaviors of individuals across the country and in our local communities which shape outcomes. Where a legislative district’s boundaries are, whether a political candidate receives some, none, or all of their campaign contributions from constituents, and whether a donor decides to give to their local candidate or a politician across the country defines the politics that we experience. This talk will provide an overview of gerrymandering in North Carolina and contribution patterns by residence of Alamance County and how these compare to the rest of the country.

Big Political Data in Our Local Community
Oct. 23 | 4:30-5:30 p.m.
Lakeside 214
This event is part of the Data Nexus Speaker Series: The Power of Women in Data. Leaders within the Data Nexus initiative encourage all to come and discover data in our local community.

Qualitative data will be discussed as a way to provide context and narrative to commonly captured metrics of food security. This talk will also provide actionable ways to get involved in local and state food systems and opportunities to engage in research.

More than metrics: a qualitative exploration of food security and resilience in North Carolina
September 19 | 4:30-5:30 p.m.
LaRose Student Commons, Room 200

This event is part of the Data Nexus Speaker Series: The Power of Women in Data. Leaders within the Data Nexus initiative encourage all to come and discover data in our local community.

Click to register.

Data Nexus is also hosting a food drive for our local community. Perishable goods can be dropped off at the door of the event.

DataFest will feature:

Pizza Party will follow this event

48-hour Student Data Challenge

Friday, April 19, 7 p.m.

9 TEAMS – 30 STUDENTS- 48 HOURS OF DATA

AI Toolfest

Monday, April 22, 4:30 to 5:30 p.m.
Founders Hall 221

Speakers include: Chris Chen, Jason Mason ’25, Shannon Zenner, and Byung Lee.

Register to attend.